Becoming a Digital Hero - Using Data and Stories to Create Heroic Digital Experiences

www.analegy.com
Talib Morgan – tmorgan@analegy.com
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BECOMING A
DIGITAL HERO
A brief overview of the strategic and tactical concepts key to modern digital marketing and how they apply to marketers at
both for-profit and non-profit organizations
USING DATA AND STORIES TO CREATE HEROIC
DIGITAL EXPERIENCES

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DIGITAL
MARKETING
SUCCESS
BEST
PRACTICES
CONTACT INFO
STATE OF MARKETINGINTRO CASE STUDY
Content OverviewWhat We’ll Cover Today

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STATE OF MARKETING
A Quick Overview of the Marketing Landscape

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State of MarketingEmail Stats
Email Performance Strong But … Numbers on the Decline
Source: http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/attachment/global-open-and-clickthrough-rate-email-statistics-2016/

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State of MarketingDisplay Ad Stats
Display Ad Performance? Tough Sell But Video is Cool!
Source: Google / DoubleClick Display Benchmarks Tool - http://www.richmediagallery.com/tools/benchmarks

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State of MarketingUsers’ Channel Options
People’s Online Time Spread Across Multiple Different Channels

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State of MarketingGive Up? Never!
Not for the Faint of Heart
Source: Google / DoubleClick Display Benchmarks Tool - http://www.richmediagallery.com/tools/benchmarks

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Quick Case – Social: Unicef USA
KEY LEARNINGS FOR SOCIAL
Source: http://savvypanda.com/blog/beginner-level/unicef-case-study-how-a-nonprofit-uses-facebook-to-drive-change.html
UNICEF USA INFO
‣ 649,000+ likes
‣ $500 million public support & revenue
‣ $21.9 million raised online
VISUAL STORYTELLING
Use strong imagery to tell a better story
SCALABLE ENGAGEMENT
Use Facebook as a key channel for servicing and
engaging your members
STAY IN THE KNOW
Know what matters to your members and address it
CONSISTENT CALLS TO ACTION
Clear calls to action should be present on your
posts and images. Make posts purposeful.

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Using digital marketing to increase membership, program enrollment and engagement.
DIGITAL MARKETING SUCCESS

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Data-driven insights inform stories that
spark personalized customer experiences

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Pillars of Digital Marketing SuccessThree Keys to Digital Communications
Customer ExperienceData-Driven Insights Stories
The ways, online and offline, by
which your customers/members
interact with you across every
touchpoint and channel -
positioning you to deliver
personalized messages to the right
person at the right time
Extract insights on your
customers/members’ behaviors
from the multiple sources of data
(e.g. web analytics, member
database, etc.) you have on your
members. Be sure to integrate
measurement into your process
Develop customer/member focused
concepts designed to describe your
audience, their needs and behaviors,
and how your organization
addresses them

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Pillars of Digital Marketing Success3As
Customer ExperienceData-Driven Insights Stories
ANALYZE APPROACH ACTIVITY

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Not about big data; it’s about smartly using the data
you have – and you have enough to get started
IGNORE THAT GRAPHIC!
Ensure marketing metrics like engagement and email
opens have a direct relationship to your business metrics
TIE BUSINESS METRICS TO MARKETING METRICS
What do people have in common? What behaviors are
consistent? How does that info help you market smarter?
IDENTIFY TRENDS AND CORRELATIONS
AnalyzeData-Driven Insights
Data comes in various formats – member databases,
social media data, web analytics, purchase data, etc.
UNDERSTANDING YOUR DATA SOURCES
What sources of data do you have access to that might
inform how you communicate with your members?
WHAT DO YOU KNOW ABOUT YOUR MEMBERS?

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What’s the vision for how your brand conveys its
message and who it conveys it to?
WHO, WHAT, WHEN, WHERE, WHY AND HOW
Good stories compel people to change the way they feel, the
way they think, the way they act and the way they behave.
BE MINDFUL OF THE IMPACT OF GOOD STORYTELLING
Engagement differs across the lifecycle. Adapt your voice,
content and channels to what works best for each
TAILOR APPROACH TO CUSTOMER LIFE CYCLE
ApproachStories
Different Ys can have members with differing needs.
How does your Y address your specific member groups?
ALIGN YOUR GOALS WITH MEMBERS’ NEEDS & BEHAVIORS
Source: http://www.i-scoop.eu/using-storytelling-strengthen-brand/

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Have a strategy that prioritizes influencing specific
customer behavior – and make that your focus
EXECUTE DELIBERATELY
Use digital’s ability to allow real-time changes as a way to try
various iterations of your messaging to optimize performance
…AND TEST
Key to gauging performance is tying measurement into
both your digital activities and your processes
TIGHTLY INTEGRATE MEASUREMENT
ActivityCustomer Experience
Omni-channel communications tell the same story across all
channels understanding that people use multiple devices
BE OMNICHANNEL NOT MULTI-CHANNEL

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Let’s take a quick look at consumers’ digital behaviors
A BRIEF DIGRESSION

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Understanding Consumers’ BehaviorsMedia Channel Preferences by Age

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Understanding Consumers’ BehaviorsChanges in Reaching and Engaging Customers

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Understanding Consumers’ BehaviorsEmail Opens by Platform
Source: https://litmus.com/blog/desktop-webmail-increase-august-2016-market-share

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Understanding Consumers’ BehaviorsEmail Click to Open Rates by Platform

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Understanding Consumers’ BehaviorsOnline Video Consumption Growth Rates by Device

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Understanding Consumers’ BehaviorsMobile Share of Online Video Plays (Now Exceeds Desktop)

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Understanding Consumers’ BehaviorsSocial Media Platform Usage by Age

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Understanding Consumers’ BehaviorsTime Spent in Mobile Apps by Age

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Understanding Consumers’ BehaviorsShare of Digital Media Time Spent on Specific Platforms by Age

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Understanding Consumers’ BehaviorsUS Media Reach (Web Smartphone Use Now Exceeds Internet Usage)

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Understanding Consumers’ BehaviorsConsumers’ Influencers

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When it comes to video, mobile is king - mobile plays
now exceed desktop plays
FOR VIDEO, THINK MOBILE FIRST
In terms of reach, only TV (live and time-shifted) exceed
mobile
ONLY TV MATTERS AS MUCH AS MOBILE
Email is the only channel people of all age groups have
a preference for
EMAIL RULES!
No single social media platform is great for reaching
every age group
SOCIAL SUCCESS MEANS TARGETING RIGHT PLATFORM
More and more emails are being opened on mobile
devices with desktop parity occurring soon
FOR EMAIL, MOBILE ≈ DESKTOP
Across age groups (except 65+), 60-80% of digital
media time is spent on mobile
MOBILE, MOBILE, MOBILE!!!
Consumers’ Behaviors - TakeawaysWhat Does It All Mean?

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Different audiences use different channels in different
ways and at different times but all can work…
LOTS OF OPPORTUNITY ACROSS ALL CHANNELS…
The way you engage when trying to convert people is
likely different from Awareness and Loyalty
…AND THE CUSTOMER LIFECYCLE
ActivityCustomer Experience
The channels you use should be founded in a cohesive
strategy mindful of your goals.
…BUT INTENT MATTERS

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Implementation factors that increase the likelihood of success
DIGITAL MARKETING BEST PRACTICES

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Getting bang for buck from
social ads means finely tuning
ads to narrow audiences
05NARROWLY TARGET ADS
Only focus on the channels
your member segments use
04ONLY BE WHERE YOUR AUDIENCE IS
Single exposures don’t convert.
Retarget to raise awareness
and drive conversion
06REMARKET
Use calendar to plan
consistent message delivery
across channels
02USE AN EDITORIAL CALENDAR
Rely on codified brand
guidelines and consistent
themes across platforms
01ENCOURAGE STORYTELLING AND BRANDING
Associate one hashtag with
your brand and have it lead
back to you
03ESTABLISH AN ACTIONABLE HASHTAG
Best PracticesSocial Media

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Messaging is most valuable when
relevant. Send your members content
that matters to them
05FOCUS ON INFO YOUR MEMBERS WANT
Make it easy for people to
follow through on the reason
you sent the mail
04PROMINENT CALL TO ACTION
Use subject lines and first
few lines of email to draw
interest and increase opens
06TAKE ADVANTAGE OF PREVIEW LINES
Think about mobile first. Use
responsive design and make
content concise
02BE MOBILE FRIENDLY
Improve performance by
addressing members by
name and segmenting
01PERSONALIZE YOUR EMAILS
Video and animated GIFs are
powerful engagement tools
03MAKE MOTION YOUR FRIEND
Best PracticesEmail

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Video on mobile is the killer app and it
can be an engaging part of your
strategy
05VIDEO ENGAGES
People switch channels frequently
so you have to consider them all
one big communication vehicle
04OMNICHANNEL MATTERS
Apps can be engaging but
they also suffer from lack of
use. Prioritize ROI
06BEWARE OF APPTASY
On mobile, it’s all about local.
Position your Y to be found
by people locally
02THINK LOCAL
Mobile devices come in various sizes.
You must be ready for them all (or, at
least, most)
01BE MOBILE FRIENDLY AND ADAPTABLE
Saying more with less is critical on mobile.
Use infographics, imagery and other
content to quickly convey messages
03SNACK SIZED CONTENT
Best PracticesMobile

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Your videos should all be
part of the story you’re
conveying to your members
05NO VIDEO STANDS ALONE
Produce video at known
intervals and use consistent
styling throughout
04BE CONSISTENT AND REGULAR
Success with video requires
producing content, seeing what
works and tweaking. It’s critical
06MEASURE
Video should be about your
members not (just) about
you. Make it matter to them
02TELL RELEVANT STORIES
Attention drops off within
60 seconds. Shoot for short
and a clear CTA
01SHORT AND SWEET
Grab viewers’ attention in
the first 5-10 seconds or risk
losing them
03MAKE FIRST FEW SECONDS ENGAGING
Best PracticesVideo

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Associate specific web behaviors
with your goals so you can better
gauge success
05DEFINE YOUR CONVERSION PATH (HAVE GOALS)
Use keyword specific web pages
with targeted language clear CTAs
to increase conversion
04USE LANDING PAGES
Recurring theme. Monitor
performance and tweak your
campaigns to optimize results
06MEASURE
Consider how people are
likely to query. Optimize
your SEO and SEM for that
02THINK LIKE YOUR AUDIENCE
The keywords you want may not
be the best ones. Research what
makes sense for your audience
01FIND THE RIGHT KEYWORDS
Be sure your web and
landing pages align well with
your target keywords
03OPTIMIZE FOR RELEVANCE
Best PracticesSearch

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People join the Y for a reason. Use
your communications to help them
achieve those goals
05ADDRESS MEMBERS’ ASPIRATIONS
Create a team. Use members’
stories, other Ys and even 3rd
parties to help tell your stories
04COLLABORATE
Test themes, content length, styles
and compare performance. Find your
success mix and keep improving
06MEASURE & TEST
Plan your messaging well in advance
and use a cross-channel calendar to
ensure synchronicity
02USE AN EDITORIAL CALENDAR
Start out looking to drive
people to do something rather
than just sharing stories
01HAVE A MISSION/GOAL
Share your communications
regularly using similar tone,
topics and style
03BE CONSISTENT
Best PracticesContent Marketing

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Be aware of where your traffic
comes from – and where it goes
05TRACK SOURCES OF TRAFFIC
Monitor how people make
their way through your site
and/or where they drop off
04IDENTIFY FUNNELS
Tie your digital metrics to
business metrics like new
members and program enrollment
06DETERMINE WHAT MAKES MONEY
Whether site, email, mobile app,
or web, anything you share
should be tracked
02MEASURE EVERYTHING
Create a strategy that establishes
how you’ll quantitatively measure
digital and business performance
01DEFINE GOALS AND METRICS/KPIS
Tools are only valuable if they’re
used. Let your measurement tools
help you help your Y
03ACTUALLY REVIEW PERFORMANCE
Best PracticesAnalytics

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MAKE MEASUREMENT
YOUR FRIEND AND
EXTRACT INSIGHTS
BE PERSONAL,
BE RELEVANT
GO MOBILE OR GO
HOME
TakewaysTL;DR
5 64 CREATE EXPERIENCES
THAT MAKE YOUR
MEMBERS SELL FOR
YOU
CONSISTENCY
MATTERS
TELL STORIES ACROSS
ALL YOUR CHANNELS

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THANK YOU

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TALIB MORGAN
WHO AM I?
Author. Marketing Technologist. Data Scientist. Digital Leader. Husband. Dad. YMCA Member.
15+ Years in Digital Marketing
President of Analegy, an Analytics and MarTech Consultancy
Worked with such esteemed brands as Guardian Life, MetLife,
Scholastic, Verizon Wireless and others…
Author of Get Digital: a Marketer’s Guide to Unleashing the Power
of Digital Technology
Immediate-Past President,
American Marketing Association New Jersey

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CONTACT ME
WWW.ANALEGY.COM
TALIB MORGAN
@talibmorgan
http://linkedin.com/in/talibmorgan
tmorgan@analegy.com

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