Operation SmileHow to Launch a Marketing Campaign OnlineMathieu DEGANDClaudia GALEANAMaxime GRIMARDTherese LARROZACharlott...
Abstract       With the increasing trend of online marketing and the current shift to the onlineworld, it is crucial that ...
Table of ContentsAbstract ...................................................................................................
Operation Smile       Operation Smile, although internationally acclaimed for its generous acts ofcharity especially in th...
Objectives        For this study, objectives had to be established by the group so as to guide themin the formulation of a...
                                                                                                                          ...
 On-site Factors       A recent report from DoubleClick.com (2005) reveals that about half of allpurchases in the business...
Figure 4 The title, meta description and keywords that are most appropriate for Operation Smile.       Looking at these re...
Off-page Marketing Tools        In order to achieve effectively our objectives, we cannot just use on-pagestrategies. We n...
Other Potential Online Tools         Besides on-site and off-site marketing tools, certain sites that can be used asmarket...
even	  the	  public.	  Because	  of	  the	  simplicity	  and	  the	  increasing	  trend	  in	  its	  usage,	  Twitter	  ha...
characterized	  by	  the	  65,000	  videos	  that	  are	  uploaded	  to	  it	  daily	  and	  the	  “75	  million	  e-­‐mai...
Sample Campaigns        To give you a better picture of how these tools can be used as marketing tools forattaining our sh...
organization will be able to promote any Group, Event, Photo, Link, or Application thatis relevant to the organization. By...
Figure 7 Operation Smiles Delicious account       For example, upon the keying in of “children surgery” in Delicious’ sear...
Figure 9 Sample links in Operation Smiles Delicious account       With the Delicious website, users looking for keywords s...
Step 2: Find new medical volunteers        One of the objectives of our campaign is to increase the number of volunteers a...
BibliographyFacebook. Statistics. Facebook.com. 2011.Access: http://www.facebook.com/press/info.php?statisticsKarl. Stolle...
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Direct Marketing: Operation Smile

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Direct Marketing: Operation Smile

  1. 1. Operation SmileHow to Launch a Marketing Campaign OnlineMathieu DEGANDClaudia GALEANAMaxime GRIMARDTherese LARROZACharlotte MARYAnna RELLAMACamille THIḖBAUTDirect Marketing, Fall SemesterTim Lyons21 October 2011 i
  2. 2. Abstract With the increasing trend of online marketing and the current shift to the onlineworld, it is crucial that even non-profit organizations such as Operation Smile adapt tothe changing tides and begin establishing a solid online presence that would hopefullygenerate more volunteers and donations for the benefit of the organization’s charitableprograms. One way to maximize Operation Smile’s online presence is through searchengine optimization (SEO), which focuses mainly on on-page tools such as keywordsand off-page tools such as Google Adwords. Another way would be through largelypopulated social networking sites such as Facebook, Twitter, Youtube, Delicious andsome blog sites such as Blogspot or Wordpress.Operation Smile ii
  3. 3. Table of ContentsAbstract ...................................................................................................................... iiOperation Smile .......................................................................................................... 1Objectives ................................................................................................................... 2Search Engine Optimization........................................................................................ 2 On-page Marketing Tools ........................................................................................ 2 On-site Factors .............................................................................................................................. 4 Off-page Marketing Tools ........................................................................................ 6Other Potential Online Tools....................................................................................... 7 Facebook ................................................................................................................ 7 Twitter .................................................................................................................... 7 Delicious................................................................................................................. 8 Youtube .................................................................................................................. 8 Foursquare .............................................................................................................. 9Sample Campaigns .................................................................................................... 10 The Facebook Campaign ........................................................................................10 The Delicious Campaign ........................................................................................11 The Foursquare Campaign .....................................................................................13Conclusion and Recommendations ............................................................................ 14Operation Smile iii
  4. 4. Operation Smile Operation Smile, although internationally acclaimed for its generous acts ofcharity especially in the cleft palate sector, still experiences problems when it comes tothe acquisition of not only funds and donations, but also volunteers especially since theirprojects have been increasing every year. As a response, the group believes that it is bestto make use of a tool that encompasses and reaches out to the most individuals in theworld at a low cost, and that is, the Internet. The Internet has proven to be a powerfultool nowadays and is actually still growing at a very big rate. Not making use of suchwould be a mistake as the move towards the online world is becoming more and moreevident each day. Table 1: Internet Usage Statistics – The Internet Big Picture (World Internet Usage and Population Statistics)1 Throughout the study, the group will try to be in the aid of Operation Smile as ittries to expand it’s online presence through tools such as Google Adwords, on-page andoff-page marketing tools, social networking sites, blogs and other famous sites such asYoutube.1 From http://www.internetworldstats.com/stats.htm2 T. Singh (2008), Blogging: A new play in your marketing game plan, Business Horizons,
  5. 5. Objectives For this study, objectives had to be established by the group so as to guide themin the formulation of all the other marketing ideas that they had for Operation Smile. Inthis case, the company aims:1. To increase the numbers of volunteers, medical ones and community ones of Operation Smile by 20% within two years;2. To increase collected donations, both financial and material, by 30% within a year; and3. To double the number of visitors of the website who not only sign up for the site, but also stay involved in Operation Smile’s activities. These objectives were kept in mind as the group tried to optimize OperationSmile’s online presence through tools such as blogs, email blasts and social networkingsites. The group made sure that these are aligned with the company’s corporateobjectives, mission and vision so as to show consistency, thereby preventing anymisunderstandings that may result from such. Search Engine Optimization One way to increase Operation Smile’s online presence is through the use of on-page marketing tools such as keywords and off-page marketing tools such as GoogleAdwords. Such tools, when used properly, can reach out to more individuals—that is,more potential donors and volunteers. As to how, however, this will be discussed furtheras we go on with the study. On-page Marketing Tools Considering   that   our   target   is   made   up   for   doctors   and   medical   students   who  may   not   have   much   time   but   they   have   great   interest   in   social   responsibility   focused   on  volunteer  work,  we  decided  to  build  a  website  that  has  a  simple  but  attractive  structure  to   ensure   that   users   remain   on   the   site   and   remain   interested   in   joining   Operation  Smile’s  projects.     To  ensure  effective  navigation,  we  have  identified  five  bases.  Firstly,  don’t  make  your  user  guess.  We  classified  the  information  found  on  the  website  in  four  areas,  which  contains  the  main  points  of  interest  to  our  target  as  follows:  
  6. 6.       Figure 1 The links for the subparts of the site need to stand out.Taking   into   account   the   second   base   that   is   quality,   not   quantity,   we   included   more  information  only  in  the  areas  that  need  to  be  clarified,  for  example:   VOLUNTEER n Medical volunteers n Community volunteers DONATION n Financial n Material Similarly, to   facilitate   the navigation of   the   pages, we took   into   account  our thirdand fourth bases, which are “consistency is key” and   “don’t   be adventurous.” Making  the website   structure similar   to others   found on   internet gives   the   user   an easy  understanding of the format. Also, the   structure of   the   pages (titles, subtitles,navigation buttons, placement of   information, etc.) were made similar,   thus providing  consistency  and easy  usage  of  the  website.   Finally,  considering  that  the  main  information  is  on  the  Home  page,  the  option  of  Back  to  “Home”  (this  is  the  5th  base)  is  always  visible  to  allow  effective  navigation. Figure 2 The Header for Operation Give-A-Smile must contain shortcuts to all parts of the site including Home.
  7. 7.  On-site Factors A recent report from DoubleClick.com (2005) reveals that about half of allpurchases in the business-to-consumer (B2C) e-commerce category are preceded by aweb search (Ross A. Malaga, 2007). In line with this, we decided to implement searchengine optimization so as to increase our chances of being the first one selected for thesearch engines and users, thereby increasing donations and volunteers for OperationSmile. Some of the elements used by the major search engines to determine relevanceinclude, but are not limited to: age of the site, how often new content is added, the ratioof keywords or terms to the total amount of content on the site, and the quality andnumber of external sites linking to the site (Sullivan, 2003). Figure 3 How on-site factors fit in the generation of site profits. (Ross A. Malaga, 2007) Although more complex searches are possible, most web users conduct simplesearches based on a keyword or key phrase (Ross A. Malaga, 2007). For this reason, weperformed an analysis of the on-site factors of our competition and the official website ofOperation Smile to determine the title, description and keywords best suited for ourwebsite. The results are as follows:Operation Smile 4
  8. 8. Figure 4 The title, meta description and keywords that are most appropriate for Operation Smile. Looking at these results, we decided that the title to our website should be simpleand must refer to Operation Smile, because a moreextensive selection would not be practical since itwould not be visible in the tab. With regards to the description, since we arelooking for volunteers and donations, we have decidedto focus on the emotional appeal to the users. For thekeywords, we took some of the proposed bases forOperation Smile, but added more general terms suchas children world organization, free for children,operation and operations help, to attract more userswhen they are looking to support an association. Figure 5 The resulting details for Operation Give-A- Smile.Operation Smile 5
  9. 9. Off-page Marketing Tools In order to achieve effectively our objectives, we cannot just use on-pagestrategies. We need to combine them with off-page strategies to optimize even more theperformance of our website. The most strategic tool for us is Google Adsense, which permits us to raiseawareness and encourage donations by orienting our advertisements towards users whoare keying in words related to Operation Smile’s actions on Google. We chose to payonly when users click on our ad, thereby reducing significantly our promotion budget.The main advantage is that we can easily control and regulate our costs thanks toGoogle Analytics, a tool that generates graphs and charts showing the evolution of ourcampaign day after day. The second most appropriate way to promote our actions out of our website is theuse of social networks. As of the moment, approximately 8,544 people “like” OperationSmile’s page on Facebook but the plan is to be more present on these networks bysubscribing to more platforms and posting news as often as possible. This will be detailedmore later in the paper. Blogging is another key way to reach more people, but since around 60,000 blogsare launched every day, it is crucial to know how to blog. With this in mind, it isessential that we only post the most important information, both to make the navigationeasier and gain more credit from a search engine viewpoint.2 The blog also aims to build relationships between us and visitors, making visitorsdiscuss about Operation Smile and then redirecting them on our website if they areinterested. Generally, careful attention needs to be paid to what is being said aboutOperation Smile on the web even if we cannot control everything. The least we can do isbalance it by building a large enough network to monitor all these. We can also makeuse of forums where posts or topics that are linked to Operation Smile’s website can befound, which will then be crawled by search engines.2 T. Singh (2008), Blogging: A new play in your marketing game plan, Business Horizons,51, 281-292Operation Smile 6
  10. 10. Other Potential Online Tools Besides on-site and off-site marketing tools, certain sites that can be used asmarketing playgrounds already exist. These sites can range from social networking sitessuch as Facebook or Twitter to blogs such as Blogspot or Wordpress. With a well-defined marketing plan, these sites can add up significantly to Operation Smile’s onlinetraffic. Facebook Business owners are "friends" with Facebook. With 800 million users around theworld and with more than 50% of active users log on to Facebook in any given day(Facebook, 2011), Facebook is one of todays leading destinations influencing onlineidentity, entertainment, and content distribution. A growing number of businesses aremaking Facebook an indispensible part of their marketing plans. In line with this, therules of the marketing game have changed. The command and control television era,where big brands were built by heavyweight messaging to the nation every night, isdrawing to an end (Ward, 2010). Once Operation Smile uses Facebook as a marketing tool to reach its marketingobjectives and goals, it will enable the company to find and reach out to sponsors,volunteers and patients, build online communities of supporters and dig into gold minesof demographic information. However, relationship marketing for the Facebookgeneration demands both thinking and acting differently. In its place, a radically newstructure is emerging that will dominate marketing, recasting the discipline anddemanding a new direction in customer communication (Ward, 2010). Once a goodmarketing campaign is created and executed well through Facebook, this social mediawill play a critical part in driving Operation Smile’s target consumer intent as well asdelivering brand engagement in the digital networked society. Twitter In  a  globalized  world  like  ours,  when  people  think  about  Social  Media  Marketing,  they   do   not   just   focus   on   Facebook   but   also   twitter.   In   fact,   it   cannot   be   denied   that  some   people   have   been   tweeting   much   more   than   necessary.   They   tweet   about   their  thoughts,   reactions   and   actualities—those   that   happen   either   to   their   private   lives   or  Operation Smile 7
  11. 11. even  the  public.  Because  of  the  simplicity  and  the  increasing  trend  in  its  usage,  Twitter  has   been   used   by   a   lot   of   organizations   and   enterprises   for   advertising   and   customer  services.   As   a   matter   of   fact,   “marketing   professionals   use   Twitter   extensively   for  communicating   with   and   monitoring   customers,   for   observing   competitors,   and   for  analyzing   chatter   concerning   brands,   products,   and   company   image”   (S.   B.   Rinaldo,   S.  Tapp,  and  D.  A.  Laverie,  2011).     In   the   case   of   Operation   Smile,   a   Twitter   account   could   be   established   so   that  their  updates  can  be  followed  not  only  by  potential  partners  and  volunteers,  members,  but  also  those  who  can  simply  increase  the  brand  image  and  add  to  Operation  Smile’s  online   presence   thanks   to   word-­‐of-­‐mouth.   It   could   be   an   efficient   way   to   provide   timely  feedbacks   and   updates   relating   to   Operation   Smile’s   current   operations   and   how   its  followers   can   be   involved.   The   more   the   subscriptions,   the   more   the   followers,   the  better!     Delicious When   focusing   on   blogging,   we   tend   to   consider   only   the   classic   structure   that  offers   you   the   possibility   to   post   articles,   and   sometimes   photos   and   videos   online.  Delicious  goes  further  than  that—it  enables  the  user  to  post  bookmarks  on  a  single  page  to  simplify  its  access  to  other  users.  We  can  assume  that  “a  bookmark  posted  on  a  user’s  Delicious   account   consists   of   the   URL   of   a   Web-­‐available   resource;   a   title   for   the  resource  […];  a  brief  comment,  description,  or  analysis  of  the  site  as  a  note;  and  one  or  more   tags,   which   serve   to   organize   the   bookmarks   and   take   the   place   of   the   rigid   folder  structure  common  to  browser-­‐based  bookmarking  systems”  (K.  Stolley,  2009).   The   use   of   such   a   tool   for   an   Operation   Smile’s   marketing/communication  campaign  could  be  considered  especially  if  we  want  to  give  a  lot  of  information  at  once  to  potential  partners.  Press  articles,  video  trailers,  partners’  website,  and  so  on  could  be  accessed  directly  from  the  Operation  Smile  Delicious’  account.     Youtube Youtube,   being   the   biggest   video   platform   on   the   Internet,   can   be   quite  advantageous   for   Operation   Smile   as   well.   People   use   Youtube   for   looking   for  advertisements,   movies,   video   campaigns,   music   clips,   etc.   Its   big   network   can   be  Operation Smile 8
  12. 12. characterized  by  the  65,000  videos  that  are  uploaded  to  it  daily  and  the  “75  million  e-­‐mails   [that]   are   sent   through   posted   commentary   as   well   as   forwarded   video   links”  (Clark  &  Stewart,  2007;  Kelly,  2007).     “By   posting   videos   on   YouTube,   responding   to   content   via   posts,   and   sharing  posted  content,  consumers  have  the  ability  to  influence  marketing  and  communication  campaigns”  (Owen  &  Humphries,  2009).   In   our   case,   using   Youtube   to   broadcast   its   videos,   Operation   Smile’s   online  presence   would   grow   more   rapidly.   Moreover,   these   Youtube   videos   can   directly   be  added  to  the  organization’s  website.  Thus,  whenever  someone  is  looking  at  the  videos  on   Youtube,   a   link   to   the   website   will   be   available   under   the   video.   An   efficient   Youtube  campaign  would  help  “Operation  Smile”  to  broadcast  its  message  and  then  to  raise  more  funds.     Foursquare Foursquare is a social media that emphasizes on the geo-localization of the users.It accounts for more than 10 million of users all-over the world and 500 000 businesseshave already adopted it. Foursquare allows its users to check-in in different places through theirsmartphones, and allows others to get access to such information. Similar to other socialnetworking sites, you have “friends” who can see your activity and where you makeyour check-ins. Using Foursquare for Operation Smile would be relevant because it will informthe followers of Operation Smile about its activities, like when they are currently doing asurgery operation, are making a special event3 in a certain place. By this geo-localizationsystem, they can segment their followers, and address messages to people who are in aspecific place.3 Eleven Digital Trends to Watch In 2011, Maddie Grant, Jan. 13, 2011Operation Smile 9
  13. 13. Sample Campaigns To give you a better picture of how these tools can be used as marketing tools forattaining our short-term objectives for Operation Smile, here are some examples: The Facebook Campaign Facebook has quickly moved from the periphery of marketing into the forefrontwith a large and growing portion of some of the most valuable demographics spendingmore of their time and attention on Facebook and less on other channels and media.This is a new and quickly evolving field and there are few established formulas forsuccess (Ward, 2010). With Facebook, Operation Smile can “start small.” For most businesses,Facebook pages (distinct from individual profiles and Facebook groups) are the bestplace to start where the organization can post updates, photos and videos about theiractivities. This will allow Operation Smile to collect “fans” the way celebrities, sportsteams, musicians and politicians do (Pattison, 2009). Because Pages are morecustomizable than groups, Operation Smile can add HTML, Flash, or even Facebookapplications to their page to extend their functionality and the depth of experience userscan have with the organization. The next step is to create Facebook Events that Operation Smile can use topromote their events, sponsored parties, or even celebrity endorsements, launches, transactions, or company milestones. Since Facebook Events is a fully featured page, much like a group, that includes a wall, discussion, photos, videos, and links, Operation Smile for can add as much media they can. They can invite all of their friends and fans to the event and with Facebook Events, it’s easy to get the word out to hundreds of people, manage the guest list, and build a community around Operation Smile’s upcoming events Figure 6 This is how sharing a post on Facbook would look like. (Pattison, 2009). Moreover, with the Facebook Share application, theOperation Smile 10
  14. 14. organization will be able to promote any Group, Event, Photo, Link, or Application thatis relevant to the organization. By posting on its page, it can direct the consumers’ clicksto the shared item that will help the consumers understand more the organization’smission. Furthermore, Operation Smile should use Facebook Ads, which can give theorganization the option to pay on a CPC or CPM basis, whichever they prefer. FacebookAds are very cheap and offer very powerful targeting capabilities: when an ad is created,for example, one has the option to limit who sees your ad by age, sex, location,keywords, education level, workplaces, political views, and relationship status (Pattison,2009). With this, Operation Smile will be provided with real time feedback on the size ofthe target audience and the suggested bid range to achieve impressions. Moreover,Facebook Ads offers placements in the News Feed, thus getting much better clickthrough. Lastly, participation through comments, posts and likes is key. Operation Smile’spage can grow exponentially by word of mouth especially since an average Facebookuser has 130 friends on the site (Pattison, 2009). It’s all about delivery – giving the targetaudience a choice about where, when and how to consume the organization’s content. The Delicious Campaign Delicious, as it was mentioned before, is a useful tool for bookmarking.Operation Smile can make use of such tool in expanding the visibility of the webpagesthat involve the organization. For the campaign, the group has decided to create a Delicious account forOperation Smile with “Operation Smile 2011” as our username and a password thatonly we know. We have prepared 4 URLs that directs to Operation Smile. Peoplelooking for keywords such as charity, donation, surgery, children, and smile will nowable to find our links and stacksOperation Smile 11
  15. 15. Figure 7 Operation Smiles Delicious account For example, upon the keying in of “children surgery” in Delicious’ searchtoolbar, some results will definitely appear on the page. These are called “stacks”. Onestack contains some links related to the stack subject. Figure 8 Stacks in Operation Smiles Delicious account With an account for Operation Smile ready, it will be in the first stacks. Byclicking on our stack, the user will now discover the 4 links related to the association.Then the association is now more visible for the users.Operation Smile 12
  16. 16. Figure 9 Sample links in Operation Smiles Delicious account With the Delicious website, users looking for keywords such as charity, ordonation, will now directly find our Operation Smile stack. Since all links are stackedtogether, it will be more convenient for both Operation Smile and its users. Whenlooking for the association video campaign or for the association website to make adonation, for example, you just have to navigate easily between the different websites. The Foursquare Campaign Since the aim of this campaign is to gather together people interested in theOperation Smile Project, a page for Operation Smile needs to be created first. With this,every time a follower is doing something related to Operation Smile, they can signal it totheir relatives on Foursquare.Step 1: Attract people to our page To generate more traffic on our page, it is important to be visible on otherfoursquare pages of similar nature. On the Red Cross’ page, for example, or on the pagesof the French Doctors.Operation Smile 13
  17. 17. Step 2: Find new medical volunteers One of the objectives of our campaign is to increase the number of volunteers allaround the world. For that, we can use hospital check-in points that would make ourprograms visible through the comments. When a doctor checks-in at the hospital, uponlooking at these comments, there will be a link to our webpage about volunteering in itscountry or area. Even if he is not directly concerned, he could at least spread the worldto his colleagues.Step 3: Rise Donations The motivational aspect of Foursquare is mainly to raise “badges” according toyour check-in actions. By providing an Operation Smile’s partner badge, every personthat makes a donation or volunteers to the association will get this particular badge. Inorder to make it more attractive as possible, we should be associated to a brand that willprovide special offers to people that have earned this special badge. Because of theexclusivity of such offer, it will hopefully be very attractive.Step 4: Keep informed of recent activities Our third objective is to keep followers informed of our different activities, likesoperations, talks. Through the foursquare page, which is linked to the twitter account,we can inform in real time what is currently happening thanks to the organization, andfurthermore localize it. Conclusion and Recommendations The Internet offers a wide range of tools that can be used for the benefit of allsorts of businesses including non-profit organizations such as Operation Smile. With theright strategy and the right timing, numerous online marketing campaigns can belaunched and maintained successfully, thereby attaining Operation Smile’s objectivesand reaching out to more children that are in need.Operation Smile 14
  18. 18. BibliographyFacebook. Statistics. Facebook.com. 2011.Access: http://www.facebook.com/press/info.php?statisticsKarl. Stolley, 2009, Journal of Business and Technical Communication, Integrating SocialMedia Into Existing Work Environments : The Case of Delicious, 23: 350Nathaniel J.Payne, Colin Campbell, Anjali S.Bal and Niall Piercy, 2011, Journal ofmarketing education, Placing a Hand in the Fire : Assessing the Impact of a YouTubeExperiential Learning Project on Viral Marketing Knowledge Acquisition, 33: 204Pattison, Kermit. How to Market Your Business With Facebook. The New York Times.November 11, 2009. Access:http://www.funeralplans.net/How%20to%20Market%20Your%20Business%20With%20Facebook%20Nov%2011%2009.pdf.Ross A. Malaga. (2007). The Value of search Engine: An Action research Project at aNew. Journal of Electronic Commerce in Organizations .Shannon B. Rinaldo, Suzanne Tapp and Debra A. Laverie, 2011, Journal of MarketingEducation, Learning by Tweeting : Using Twitter as a Pedagogical Tool, 33: 193Smith, Justin. The Facebook Marketing Bible: 24 Ways to Market Your Brand,Company, Product, or Service Inside Facebook.www.Insidefacebook.com. December 9,2007. Access: http://www.insidefacebook.com/2007/12/09/inside-facebook-marketing-bible-24-ways-to-market-your-brand-company-product-or-service-in-facebook/.Sullivan, D. (2003, july 31). Retrieved July 17, 2006, from How search engines rankWeb pages: http://searchenginewatch.com/webmasters/article.Ward, Deb. Social Media Marketing: An Introduction. www.iMediaBuzz.com. 2010.Access:http://www.imediabuzz.com/wp-content/uploads/2010/08/Social-Media_An-Introduction.pdf.  Operation Smile 15

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