Audience engagement in the new digital. Audience first conference, 16 July 2014

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Audience engagement in the new digital. Audience first conference, 16 July 2014

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Lindsay Herbert, global head of digital, Precedent ...

Lindsay Herbert, global head of digital, Precedent

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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  • MARK
  • LINDZ
  • Specific channel and device breakdowns are quite interesting, with mobile and tablet visitors to the main Oxfam website up significantly year on year (124 per cent and 45 per cent respectively), and donations from those devices both up over 50 per cent from this time last year as well.

    In our online shop, we are now seeing over one third of all visitors coming via tablet and mobile – it’s around 35 per cent on weekdays and rises to over 40 per cent at weekends. Of those, the majority are from tablets and while average transaction values on desktops and phones are fairly similar, tablet users spend an average of £3 more per order. Mobile revenue is up 207 per cent on last year and we expect this to rise still further when our shop site becomes fully mobile-optimised later this summer. Interestingly we see the opposite trend for donations, where mobiles have a significantly lower average gift value than desktops as well as a much lower conversion rate.

    Digital and mobile are particularly important during an emergency, and we saw this in particular during the Philippines crisis response last year. At that time mobile device usage (phones and tablets) was considerably higher in terms of both traffic and donations, and we are increasingly seeing that people are more inclined to engage on these devices when there’s a lot of media coverage or a sense of urgency. Having our on-site, mobile and acquisition activity ready to go in advance of an emergency is therefore a hugely important part of our work as a digital team.
  • Specific channel and device breakdowns are quite interesting, with mobile and tablet visitors to the main Oxfam website up significantly year on year (124 per cent and 45 per cent respectively), and donations from those devices both up over 50 per cent from this time last year as well.

    In our online shop, we are now seeing over one third of all visitors coming via tablet and mobile – it’s around 35 per cent on weekdays and rises to over 40 per cent at weekends. Of those, the majority are from tablets and while average transaction values on desktops and phones are fairly similar, tablet users spend an average of £3 more per order. Mobile revenue is up 207 per cent on last year and we expect this to rise still further when our shop site becomes fully mobile-optimised later this summer. Interestingly we see the opposite trend for donations, where mobiles have a significantly lower average gift value than desktops as well as a much lower conversion rate.

    Digital and mobile are particularly important during an emergency, and we saw this in particular during the Philippines crisis response last year. At that time mobile device usage (phones and tablets) was considerably higher in terms of both traffic and donations, and we are increasingly seeing that people are more inclined to engage on these devices when there’s a lot of media coverage or a sense of urgency. Having our on-site, mobile and acquisition activity ready to go in advance of an emergency is therefore a hugely important part of our work as a digital team.
  • MARK
  • LINDZ

Transcript

  • 1. DRIVING ACTIONS AND REACTIONS Lindsay Herbert Global Head of Digital @lindzeiy @precedentcomms #precsem
  • 2. A BIT ABOUT PRECEDENT @lindzeiy @precedentcomms #precsem
  • 3. @lindzeiy @precedentcomms #precsem
  • 4. @lindzeiy @precedentcomms #precsem
  • 5. LONDON EDINBURGH CARDIFF PERTH MELBOURNE HONG KONG @lindzeiy @precedentcomms #precsem
  • 6. Broad experience
  • 7. Charity experience
  • 8. @lindzeiy @precedentcomms #precsem
  • 9. THE REPORT @lindzeiy @precedentcomms #precsem
  • 10. • Strategy vs. reaction • How to use tactics effectively • What does it all mean? BY THE END OF THE TALK @lindzeiy @precedentcomms #precsem
  • 11. STRATEG Y V S REACTION Responding to what you can’t control Setting a course based on objectives @lindzeiy @precedentcomms #precsem
  • 12. Precedent’s story PRECEDENT’S STORY @lindzeiy @precedentcomms #precsem
  • 13. Our strategy • photo of a kangaroo with a laptop OUR STRATEGY @lindzeiy @precedentcomms #precsem
  • 14. OUR REACTION @lindzeiy @precedentcomms #precsem
  • 15. 1) Communicate 2) Customise 3) Create WAYS TO REACT: The 3 c’s @lindzeiy @precedentcomms #precsem
  • 16. WAYS TO REACT: THE TACTICS Communica te Customis e Create Digital assets Personalised experiences Device context Online services Community engagement @lindzeiy @precedentcomms #precsem
  • 17. TIMEFRAMES Immediate Soon This year @lindzeiy @precedentcomms #precsem
  • 18. NEED TO ACT IMMEDIATELY? COMMUNICAT EUse your digital assets and your community @lindzeiy @precedentcomms #precsem
  • 19. @lindzeiy @precedentcomms #precsem
  • 20. IN SUMMARY Use your digital assets and your community 1. Don’t just follow the crowd (Super Bowl) 2. Tailor content to be topical (Flickr) 3. Do better than the average Joe (TFL) 4. If you’re going to weigh in, take a stance (Ok Cupid) 5. Claim ground when you’re relevant (Cancer Selfies) 6. Set-up teams to create responses quickly@lindzeiy @precedentcomms #precsem
  • 21. Selfies spark cyberbullying Google offers charity tech grants Experts claim selfies are causing confidence problems in teenagers, which is leading to record cases of reported depression and even attempted suicide. Young people are using the trend of taking photos of themselves to seek approval from their peers. Google CEO Eric Schmidt announced at the MIT Technology Summit an extension to the Google Grants scheme. The new scheme calls for proposals from charities who want to incorporate new technology into supporting and furthering their cause. Oz brothers spark global viral trend with #babyme Millions are rushing to copy brothers Mark and Andrew Cohen from Brisbane, Australia in what’s being referred to as the #babyme phenomenon Fastest trend to spread online The copycats so far Trend reaches Korea in 12 hours Celebrities #babyme too Comparing #babyme with past memes
  • 22. NEED TO ACT SOON? CUSTOMISE For the user and the device context @lindzeiy @precedentcomms #precsem
  • 23. @lindzeiy @precedentcomms #precsem
  • 24. • Tesco bank – trend of people doing more on mobile
  • 25. Mobile and tablet visitors to the main Oxfam website have increased by 124% and 45%. Donations from those devices have increased by 50 per cent in one year.
  • 26. Customise for the user and the device context IN SUMMARY 1. Learn to read the data (Target) 2. Change the mobile homepage in a pinch (DEC) 3. Tailor functions to real life needs (Perth and Starbucks) 4. Tackle misunderstandings head-on (Anthony Nolan) 5. Buck trends to uncover new markets (Tesco) @lindzeiy @precedentcomms #precsem
  • 27. Selfies spark cyberbullying Google offers charity tech grants Experts claim selfies are causing confidence problems in teenagers, which is leading to record cases of reported depression and even attempted suicide. Young people are using the trend of taking photos of themselves to seek approval from their peers. Google CEO Eric Schmidt announced at the MIT Technology Summit an extension to the Google Grants scheme. The new scheme calls for proposals from charities who want to incorporate new technology into supporting and furthering their cause. Oz brothers spark global viral trend with #babyme Millions are rushing to copy brothers Mark and Andrew Cohen from Brisbane, Australia in what’s being referred to as the #babyme phenomenon Fastest trend to spread online The copycats so far Trend reaches Korea in 12 hours Celebrities #babyme too Comparing #babyme with past memes
  • 28. NEED TO ACT WITHIN THE YEAR? CREATE Build entirely new online services and offerings @lindzeiy @precedentcomms #precsem
  • 29. Build entirely new online services and offerings IN SUMMARY 1. Don’t assume you’ll always be on top (iTunes) 2. Blend automation with engagement (McDonald's) 3. Eliminate barriers with real life (Cardiff University) 4. Adapt to changes in preferences (Parkinson’s) 5. Anticipate new tech (Moto and Hendersons) 6. Use tech to solve logistics problems (Beacons) @lindzeiy @precedentcomms #precsem
  • 30. Selfies spark cyberbullying Google offers charity tech grants Experts claim selfies are causing confidence problems in teenagers, which is leading to record cases of reported depression and even attempted suicide. Young people are using the trend of taking photos of themselves to seek approval from their peers. Google CEO Eric Schmidt announced at the MIT Technology Summit an extension to the Google Grants scheme. The new scheme calls for proposals from charities who want to incorporate new technology into supporting and furthering their cause. Oz brothers spark global viral trend with #babyme Millions are rushing to copy brothers Mark and Andrew Cohen from Brisbane, Australia in what’s being referred to as the #babyme phenomenon Fastest trend to spread online The copycats so far Trend reaches Korea in 12 hours Celebrities #babyme too Comparing #babyme with past memes
  • 31. BUT WHAT DOES IT ALL MEAN? @lindzeiy @precedentcomms #precsem
  • 32. • Strategy vs. reaction • How to use tactics effectively • What does it all mean? BY THE END OF THE TALK @lindzeiy @precedentcomms #precsem
  • 33. STRATEG Y REACTION Responding to what you can’t control Setting a course based on objectives V S @lindzeiy @precedentcomms #precsem
  • 34. WAYS TO REACT: THE TACTICS Communica te Customis e Create Digital assets Personalised experiences Device context Online services Community engagement @lindzeiy @precedentcomms #precsem
  • 35. TACTICS FROM YOUR STRATEGY Conten t strateg y Mobile strateg y Customer experienc e strategy Personalisatio n strategy Social media strategy Digital assets Device context Online services Personalised experiences Community engageme nt @lindzeiy @precedentcomms #precsem
  • 36. REMEMBER THE KANGAROO? @lindzeiy @precedentcomms #precsem
  • 37. REMEMBER THE KANGAROO? @lindzeiy @precedentcomms #precsem
  • 38. CONNECT WITH ME: @lindzeiy @precedentcomms
  • 39. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk