How the use of Digital Marketing and social media can help recruit adoptive parents

2. What we will cover...
• Different customer types
• The digital customer journey’s
• The digital opportunity
• What not to do in digital adoption marketing
• What we can do
• Outcomes
• Creative

6. The Audience types vs Ad types

7. The Broader Opportunity...

8. Trust & Personalisation...
•Awareness raising has changed
•Display has changed
•Targeting has changed
•Behaviour has changed (collect data at every stage in their
journey)
•Their journey covers different devices, different channels and
different ad types. We need an appropriate response
•Trust is crucial in your marketing approaches
•Normalising the topic to reach and engage the influencers of your
next adoptive parents, their support network – content marketing
•Don't have all the options available for Adoption as you might
Fostering...

9. Just because we can, doesn’t mean we
should...
• Custom audience
• Behavioural targeting
• Remarketing
• Referral based
• Social Engagement exercises
• Information overload

10. So, what can we do?...
• Awareness stage through media-rich but
discreet engagement
• Trust – think about your content and message
• Ask for feedback at consideration stage
• Promote intent stage calls-to-action to those
at consideration stage
• Ask people – offer data capture at every stage
• Make things simple

11. Your opportunity...

12. Content, Stories & Planning...

13. Big Top & Personalised
Journey
•Capture data at every stage
•Personalise the content and the
ongoing user experience
•Trust within your social community
•Publish everywhere
•Multi-form
•Discreet engagement
•Tracking

14. Consistent across all your digital channels

15. Some Outcomes

16. Thought exercise to take away...
“Think”
“Feel”
“Do”
Trust

17. The Perceived / Actual Target Audience ...

19. Summary & Take Aways...

20. Thank you
Any Questions?
Ben Billing
Commercial Director
UK: 01273 783 847
e: ben@netnatives.com
netnatives.com
bigtopapp.com
blog.netnatives.com
@netnatives