Digital & Social Media Marketing Strategy & Processes document outlines HelpMeSee's key performance indicators for digital and social media including number of email addresses collected, donations made online, and applications received. It describes HelpMeSee's digital properties including its main website and microsites, social media accounts, email marketing, and landing pages. The document provides guidance on building targeted landing pages and campaigns for different audiences and languages across various social media platforms and Google AdWords. It also includes templates for social media posts, blog posts, and digital marketing campaigns. Metrics for measuring campaign performance through clicks, conversion rates, and other analytics are defined.

1. Digital &
Social Media
Marketing
Strategy &
Processes
MARCH 2016

2. Performance Measures (Digital & Social)
Type Data
Key Performance Indicators • # of Email Addresses Collected
• Baseline: $1.50-$2+ per email
• $ of Donations Made Online
• Baseline: approx. $3.75 per donation page visitor in 2015
• # of Applications (Volunteer, Ambassador, Partner Requests)
• # of Downloads (Brochures, Infographics, Media Kits)
Secondary Indicators • Web Metrics (Page Views, Users, Time Spent on Site, Bounce Rate, Referrals)
• Social Media Metrics (Followers, Engagement, Referrals to Web Site)
• Demographics (Location and #s of Web and Social Media Visitors)
• Blogger Outreach Efforts (# of Posts & Audience Size)
• Search Engine Ranking
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3. HelpMeSee’s Digital Universe
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•HelpMeSee.org - Digital hub which serves all
audiences. Traffic sources include search, paid
ads, social media, email, and web visitors.
•Microsites – Small sites serving niche audiences,
such as partners, countries, or campaigns. Traffic
sources depend on site content.
•Social Media – Brand representation on social
networks, including broad (Facebook) and niche
(Twitter, LinkedIn) audiences. Helps promote
brand awareness, build donor relations, and
drive traffic to websites.
•Email marketing – Communicate directly with
targeted audience of donors and supports. Helps
drive web traffic and convert donations.
•Landing pages – Single page sites designed to
answer queries ONLY from search ads (AdWords)
in a targeted. Helps support KPIs like email
submissions, donations, and drive web traffic.
www.
HelpMeSee.
org
Microsites
Social
Media
Email
marketing
Search
Ads /
Landing
Pages

4. Why use Landing Pages?
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Landing Pages
- Answers queries from keywords
used in search engines
- Single pages, serving individual,
targeted search intent
- Can be rapidly developed, edited,
and managed internally (weekly)
- Supports targeted KPIs, such as
emails or downloads
- Search traffic only,
free access to $10K of Google Ads
- $99 per month for unlimited pages
Microsites
- Provide information with niche
audience
- Can be a single-page or multi-page
sites, serving broad mutual interests
- Can be edited or updated by
multiple collaborative groups
- Supports broader organizational
goals/communications objectives
- Multiple traffic sources,
plus costs to promote page
- $110 per hour for X pages

5. Online Testing (Optimization)
Online is a crucial component of continuous
optimization
Continuous optimization needs to drive online
testing criteria
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6. Sales Funnel
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A sales funnel is a marketing system. It's the
"ideal" process you intend your customers to
experience as they go from Prospect to Lead
to Customer to Repeat Buyer.
https://www.convertwithcontent.com/the-
content-marketing-sales-funnel/
Value of subscriber is different for each medium & based on a calculation
of donations, mailings, expenses and drop-off rates.

7. Building Pages for All Audiences: Types
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•Competitive - like making quick decisions
based on logic; they view speed and
decisiveness as an advantage.
•Spontaneous - also make quick decisions, but
these decisions are driven more by emotion
than logic.
•Methodical - take their time to make the most
informed decision possible — they read the
fine print before making a choice.
•Humanistic - want to ensure their values align
with a company before becoming a customer;
ethical approval from peers is important.

8. Building Pages for All Audiences - Conversion Motivation Theory
•You need conversion
momentum in order to build
and motivate prospects
towards performing your
desired action.
•On a landing page, that usually
means either: clicking a call to
action, or filling out a form.
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9. 7/26/2016 9
Audiences MotivationsA
B
C
D
1
2
3
4
5
CTA
CTA
CTA
# Type Description
A Spontaneous Driven by emotional
benefits
B Competitive Make smart
decisions quickly
C Analytical Seeks evidence,
reads fine print
D Humanistic Responds to “story”
based marketing
# Type Description
1 Attention Eye catching visuals
that capture the
imagination
2 Needs Introduce the
problem and why
change is needed
3 Satisfaction Explain the
“solution” to the
“problem”, and why
it will work
4 Visualization Tell a
story/testimonial/ex
ample that helps
solidify idea and
personal benefits
5 Action Trigger to take
action, make a
decision

10. How does Page Quality Affect Ads?
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Higher quality ads lead to better position. This is affected by CTR, ad relevance & landing page experience.

11. Click Through Rate for AdWords
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12. Digital Marketing Audiences (By Language)
English Dutch Chinese Traditional Chinese Simplified
Accounts Facebook, Twitter, LinkedIn,
YouTube, Instagram,
(Pinterest), AdWords
Facebook Facebook, Instagram,
AdWords
Weibo, WeChat, Baidu
(Yahoo, Bing)
Audiences – Primary United States Netherlands Singapore, Hong Kong,
Taiwan
Mainland China
Audiences – Secondary Ireland, Australia, Canada,
United Kingdom, India
N/A United States N/A
Audiences – Tertiary New Zealand, Israel, South
Africa
N/A N/A N/A
Patients India, Nepal, The Gambia,
Indonesia
Mainland China, Malaysia
Partners USAID, Lions International,
HelpAgeIndia, RCM
Technologies, Columbia
University, Gates
Foundation, Ben Gurion
University, SenseGraphics,
Harman, InSimo
N/A N/A Shandong Jinghua Eye
Hospital, Heui Eye Hospital
Wenzhou
Volunteers United States N/A Hong Kong Mainland China
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13. Digital Marketing Audiences (By Language)
French Spanish Portuguese
Accounts Facebook Facebook Facebook
Audiences – Primary France Spain Brazil, Portugal
Audiences – Secondary Canada Chile, Argentina, Uruguay,
Panama, Mexico
N/A
Audiences – Tertiary N/A Colombia N/A
Patients Madagascar, Togo, Senegal Peru, Mexico N/A
Partners Trafigura N/A N/A
Volunteers Africa Latin America N/A
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14. Landing Pages
Landing Page Name Content Description Conversions Audience
What is Cataract Blindness?
Brief cataract blindness definition & the
HelpMeSee solution Email, Website Referral Donors, Potential Donors
Who is HelpMeSee?
HelpMeSee's campaign, the challenge &
our solution Email, Website Referral Donors, Potential Donors
Eye Health & Cataracts
How do keep your eyes cataract free & the
cataract blindness challenge Email, Website Referral Donors, Potential Donors
Eye Disease and Public Health
Eye diseases, public health issues & the
epidemic of catatarct blindness.
Email, Website Referral,
Application Partners (Public Health)
Visual Impairment & Cataract Blindness
The differences between cataracts causing
visual impairement and blindness
Email, Website Referral,
Application Donors, Potential Donors
Surgery for Cataract Blindness
A laymen's description of MSICS and how
this is an efficient solution for cataract
blindness
Email, Website Referral,
Application Donors, Potential Donors
Manual Small Incision Cataract Surgery
The ins & outs of MSICS & our training
program
Email, Website Referral,
Application
Partners (Corporate, Academic,
Government)
HelpMeSee Eye Surgery Simulator
The ins & outs of the HelpMeSee Eye
Surgery Simulator.
Email, Website Referral,
Application Partners (Public Health)
What is the HelpMeSee Difference?
The HelpMeSee difference from our
competitors Email, Website Referral Donors, Potential Donors
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15. Landing Pages
Landing Page Name Content Description Conversions Audience
Blindness & Poverty The links between blindness & poverty Email, Website Referral Partners (Public Health)
Blindness & Gender The links between blindness & gender Email, Website Referral Partners (Public Health)
Working/Volunteering with HelpMeSee
An overview of the opportunities of
working with HelpMeSee (can be refined)
Email, Website Referral,
Application Volunteers, Career
Helping the Blind See
A description of what HelpMeSee is doing,
our challenge & solution, & the benefits of
collaborating with HelpMeSee
Email, Website Referral,
Application Partner
Donations (Give Now) The current Give Now page.
Email, Website Referral,
Donation Donors, Potential Donors
Microsites The various micro-sites. Email, Website Referral All
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16. Social Media Targets
Platform Language Audiences
Facebook All (except Chinese Simplified) Donors, Patients, Volunteers
Twitter English Donors, Partners
LinkedIn All Partners, Volunteers, Employees
YouTube All (except Chinese Simplified) Donors, Partners, Volunteers
Instagram English, Chinese Traditional Volunteers
AdWords English, Chinese Traditional Donors, Partners, Volunteers
Yahoo, Bing English (HK), Chinese Traditional Donors, Partners, Volunteers
Weibo Chinese Simplified Donors, Volunteers, Partners
WeChat Chinese Simplified Donors, Volunteers, Partners
Baidu Chinese Simplified Donors, Partners, Volunteers
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17. Social Media Post (Monthly)
Process Developer Description
1. Write, Determine Goal (Engage, Share, Consume, KPI?) & Audience
for Social Media Post
Global - Matt H. & Brad
SM Associate for Language
Write posts with complete text and rudimentary
graphics and place in PPT. (Any content about China is
to be approved by China team, regardless of language.)
2. Approve Global - Matt H. & Brad Provide approval to develop content.
3. Multi-Lingual Post If applicable translate into other languages. If this is
not-English translate into English.
3a. Translate SM Associate/Translator
3b. Approve Translation Marketing Chief (Regional)
4. Create & Post SM Associate Post or schedule to social media platform(s).
5. Engage SM Associate Engage with post as per social media best practices.
6. Analyze Global - Matt H. & Brad
SM Associate for Language
Report and follow-up on success of posting
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SM Associate is designated person within for social media within regional offices.

18. Social Media Post (Monthly)
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Global Social Media Posts (Monthly)
Global
SocialMedia
SocialMedia
Associate
(Translator)
Write English
SM Post,
Determine
Goal &
Audience
Translate for
Regional Offices
Create Post
Create Post
Engage
Engage
Analyze
Analyze
Translate
Post

19. Social Media Post (Monthly)
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Social Media Posts from Regional Marketing Office, Non-English (Monthly)
Global
SocialMedia
SocialMediaAssociate
(Translator)
Write non-
English SM
Post,
Determine
Goal &
Audience
Translate for
Global Offices
Create Post
Create Post
Engage
Engage
Analyze
Analyze
Translate
Post
Meets
Guidelines
Cancel Post

20. Blog Post
Process Developer Description
1. Write, Determine Goal & Audience Global - Matt H. & Brad
Content Developer
Write posts with complete text and rudimentary
graphics in Word.
2. Approve Communications Provide approval to develop content.
3. Multi-Lingual Post If applicable translate into other languages. If this is
not-English translate into English.
3a. Translate SM Associate/Translator
3b. Approve Translation Marketing Chief (Regional)
4. Write Associated SM Posts Global - Matt H. & Brad
SM Associate
This will follow the steps for Social Media Posts as part
of blog post.
4. Post SM Associate Post or schedule for blog.
5. Engage SM Associate Engage with post as per commenting practices.
6. Analyze Matt H. & Brad (or SM
Associate)
Report and follow-up on success of posting
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Content Developer can be approved person to write about approved content idea.

21. Blog Post
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Global Blog Post (8 per Month)
Global
SocialMedia
SocialMedia
Associate
(Translator)
Approver
Write English
Blog Post,
Determine
Goal &
Audience
Translate for
Regional Offices
Create Post &
Schedule
Create Post &
Schedule
Engage
Engage
Analyze
Analyze
Translate
Post
Approve
No

22. Blog Post
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Blog Post from Regional Marketing Office, Non-English (8 per month)
Global
SocialMedia
Content
Developer
(Translator)
Approver
Write non-
English Blog
Post,
Determine
Goal &
Audience
Translate for
Global Offices
Create Post
Create Post
Engage
Engage
Analyze
Analyze
Translate
Post
Approve
Cancel Post
Create SM
Posts
Create SM
Posts
Schedule
Blog & SM
Posts
Schedule
Blog & SM
Posts
No

23. Campaign
Process Developer Description
1. Develop Creative Plans to include Goal, Audience, Ad Strategy &
Budget
Global - Matt H. & Brad Exact template for this to be developed.
2. Write Copy for Page Global - Matt H. & Brad Write with complete text and rudimentary graphics in
Word and/or demo software
3. Write Associated SM Posts & Ad Campaigns (SM & AdWords) Global - Matt H. & Brad This will follow the steps for Social Media Posts as part
of blog post.
3. Approve Plans, Copy & Ad Campaigns Campaign Manager Provide approval to execute campaign.
4. Create Landing Page Global - Matt H. & Brad Create in Unbounce.
5. Approve Landing Page Campaign Manager
6. Making Landing Page Live & Schedule Posts Global - Matt H. & Brad
7. Engage, Analyze & Optimize Global - Matt H. & Brad Measure results on weekly or periodic basis and then
refine strategy and page based on results.
8. Report on Results & Lessons Learned Global - Matt H. & Brad Report and follow-up on success of posting
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24. Campaign
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Campaign
Global
SocialMedia
CampaignManager
Develop
Plans, Goal,
Audience,
Strategy &
Budget
Create
Landing Page
Write
Associate SM
Posts & Ad
Make Live &
Schedule
Posts
Engage,
Analyze &
Optimize
Write Copy
for Page
Cancel
Approve Approve
No
No
Results &
Lessons
Learned

25. Landing Page: What is Cataract Blindness?
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26. Facebook Ad: What is Cataract Blindness Facebook Ad
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27. Facebook Ad Set
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28. Google AdWords
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#1 on Google
for “cataract
blindness” …
goes to
“What is
Cataract
Blindness?”
landing page

29. Google AdWords
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#1 on Google
for “can
cataracts
cause
blindness” …
goes to
“What is
Cataract
Blindness?”
landing page

30. Google AdWords Campaigns
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31. Google Adwords Ads
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32. Unbounce – What is Cataract Blindness?
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33. Clicks and Conversions from Ads, Landing Pages & SB
24-Feb 26-Feb 4-Mar
Total Clicks from Landing Page to SB 8 15 21
Conversion Rate Landing Page to SB 16.33% 8.98% 2.44%
24-Feb 26-Feb 4-Mar
Total Clicks FB to Landing Page 17 91 701
Total Clicks TW to Landing Page 18 24 25
Total Clicks AW to Landing Page 14 52 134
24-Feb 26-Feb 4-Mar
Click Through Rate FB to Landing Page 0.13% 0.18% 1.17%
Click Through Rate TW to Landing Page 0.37% 0.26% 0.27%
Click Through Rate AW to Landing Page 7.41% 2.93% 2.07%
From Landing Page to SightBox
Total Clicks From Social Media to Landing Page
Click Through Rate from Social Media to Landing Page

34. Clicks and Conversions from Ads, Landing Pages & SB

35. Clicks and Conversions from Ads, Landing Pages & SB

36. Online Testing Tool Analysis
Name Integrations Capabilities Notes
Optimizely  Wordpress
 Google
Analytics
 Adobe
Analytics
 A/B Testing
 Multivariate Testing
 Multi-page Testing
 Personalization
 Analytics
 Claimed to be very easy to use by Forrester with many self-
service options
 Offers solutions in testing, personalization and analytics on
multiple platforms.
 Product says that targeting can be performed by URL,
browser, device and geography.
 Weaker in the behavioral targeting and personalization
areas according to Forrester.
 Strong dashboard and monitoring capabilities
 Sounds like a scalable product that works with start-ups as
well as large corporations.
 Most clients seem to be in the media, product marketing or
e-commerce industries.
 A leader according to a 2015 Forrester Wave report.
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37. Online Testing Tool Analysis
Name Integrations Capabilities Notes
Google Content
Experiments
 Google
Analytics
 Destination
 Events
 Session Duration
 Pages Per Session
 Multi-armed Bandit
 Self-service
 Allows you to set up an experiment where you identify
original and variation pages
 Code is inserted in main page to initiate testing process.
 Reports show how goals have been met.
Maxymiser N/A  Personalization
 A/B/N testing
 Multivariate testing
 Company recently purchased by Oracle
 Platform is entirely self-service while providing good
customer service.
 Clients are in retail, finance, travel, media, gaming and non-
profit. (Non-profits are the British Heart Foundation and
Cancer Research UK)
 Provides demographic “insights” to determine what type of
visitors are using pages.
 Company has offices in London, NYC and Dusseldorf.
 Used by inserting a line of code in text on existing web
page.
 A leader according to 2015 Forrester Wave report.
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38. Website Needs
Optimization Tool
SEO Fields
Workflow Approval for Articles
Facebook Pixels
Twitter Pixels
AdWords Remarketing Tags
Comments?
Redirects from old web pages to new
Image Captioning
Tags for Blog Articles
Dates for Blog Articles
Unbounce Conversion Tracking Scripts
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