Building Digital Channels Seminar_presentation 250614
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The document discusses how to build digital channels to help with ministry, including identifying the target audience, setting objectives for digital campaigns, selecting appropriate digital channels, developing creative content for those channels, measuring the effectiveness of campaigns, and testing strategies to help improve outcomes. It provides examples and suggestions for each step, such as conducting research to understand audience preferences for digital access and channels, setting brand awareness or direct response goals, and testing direct mail campaigns to measure website response.
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Building Digital Channels Seminar_presentation 250614
- 1. Building Digital Channels Lawrence Sum Director of Communications Scottish Bible Society
- 5. With more than 2 billion internet users worldwide... ...and over half requiring it for their everyday lives for business and communication... ...how can the digital channel helps us in our ministry?
- 6. • Audience • Objectives • Channels • Creative • Measurement • Test & Learn Brief
- 7. Audience
- 8. Audience
- 9. • Who is your audience? • How do they communicate with you? • How do they access digital channels? • What digital channels do they use? Audience
- 10. Audience Questionnaires Online Survey Telephone Interview Focus Group
- 11. • 66+ years old • Female • Traditional church background • Likes to receive our letters • Likes to use telephone • Likes to use tablet for communication • Reads news on tablet • Likes to use websites, social media and communication channels Audience Who ? Communication preferences? Digital access Digital channels
- 12. • What do you know about your audience? • Do you know what digital channels they use? • Do you need to carry out some research to find out more? Audience
- 13. Objectives
- 14. • What do you want to achieve? • What is the desired outcome? Objectives
- 15. Objectives Brand Awareness Direct Response Objective Create (or maintain) awareness for your brand Create interaction with your customer Creative Strategy High impact Emotional Strong call-to-action Focus on Lifestyle Must have Do it or need it now Outcome Affinity and identity Relationship Transaction
- 20. • What do you want to achieve from your digital channels? (e.g. direct response and engagement) • What is the desired outcome? (e.g. email sign-up, online sales, donations) Objectives
- 21. Channels
- 22. Channels Website is at the heart of a digital strategy
- 23. Channels Many ways which people can access digital channels
- 25. Channels
- 26. Channels
- 27. Channels • Over 9k email addresses • Regular monthly eNews • Separate email style for church leaders
- 28. Channels • Google Adwords campaign • Provided 10 to 30 additional visitors per day to the project microsite
- 29. Channels • Twitter followers continue to increase • You Tube channel supports video content and engagement • Facebook auidence growing
- 30. Channels • Bible Society of El Salvador • Facebook devotionals • ‘3 minutes a day’
- 31. Which digital channels can help you reach your objectives? Channels
- 32. Creative
- 33. • What is the primary message? • What other messages do we want to communicate? Creative
- 34. Creative Where we spend most time reading
- 36. Creative Integrated multi media campaign Website Direct mail Mobile Email
- 37. Creative
- 38. Creative • Google Adwords campaign • You Tube video • Facebook & Twitter posts • Email campaign • Objective is to obtain bookings
- 39. • What is your primary message? • What other messages do you want to communicate? • How can your messages help you reach your desired outcomes? Creative
- 40. Measurement
- 41. Measurement • How do we measure change? • Is there a target we want to achieve?
- 43. 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Godusesthe Bibleinthelives… Hurry,there'sstill timetobepart… Helpmakethe Biblerelevant… SpreadtheGood Newsthis… Lookwho's coming Prayingfor womenin… Thankyoufor supportingthe… Howwillyouget closertoGod… Open Rate Open Rate Industry Avera Measurement Measuring change
- 44. Measurement • What tools do you have to measure change? • What is your current benchmark and what is your target? • Who will be measuring change and report the results?
- 45. Test & Learn
- 46. Test & Learn How can testing help you understand more?
- 47. • Direct mail campaign • Thank you letter to donors telling them to find out more about project on website • Dedicated page on website to measure response. Test & Learn
- 48. Test & Learn • What small change(s) can you make? • Is there an opportunity to test? • What can you learn from this test?
- 49. Brief
- 50. • Audience • Objectives • Channels • Creative • Measurement • Test & Learn Brief
- 51. Brief
Editor's Notes
- Introduce yourself: name, job title, Bible Society you belong to, how long you have been there, what your job involves.
- Explain that every country and culture is different so today I am talking about what has worked well from the experience I have had in Scotland. Not everything can be adapted to suit your culture. So remember to apply what you learn to your own culture.
- Explain that every country and culture is different so today I am talking about what has worked well from the experience I have had in Scotland. Not everything can be adapted to suit your culture. So remember to apply what you learn to your own culture.
- Explain that every country and culture is different so today I am talking about what has worked well from the experience I have had in Scotland. Not everything can be adapted to suit your culture. So remember to apply what you learn to your own culture.
- Explain that the session will help you put together a brief that you can give to your colleagues to help them think about building digital channels. A brief is a document that asks some key questions about your task before you start work. It’s a good planning document. After each section, I will stop and allow you to make some notes and/or discuss with people next to you.
- Research can help you understand your audience, who they are, how they interact with you. Different methods of research.
- Typical SBS audience based on paper-based and digital research in the last 3 years.
- Give people time to make notes in their brief.
- Two examples of what your objectives might be: brand awareness and direct response. Depending on your objectives, your approach to building your digital channel can vary.
- Brand: Apple Product: iPod Objective: Brand awareness Campaign: TV, print ads, billboards, transient ads (e.g. trams, subway)
- Brand: Vodafone Product: Vodafone Business Objective: Direct response Campaign: Print ads, billboards, direct mail
- SBS example of brand awareness and generic call-to-action.
- SBS example of direct response call-to-action.
- Give people time to make notes in their brief.
- I believe having a website should be at the heart of your digital strategy.
- There are many ways which people can access your digital channels. Different devices include: desktop, laptop, tablet, mobile (Smart phone).
- Ensure your website is responsive: can be adapted to different devices retaining best quality and user experience.
- SBS example of using email marketing.
- SBS example of using search engine marketing.
- Website traffic continues to increase as we develop digital channel. Facebook (800 likes – 563 in Sep 2013) and Twitter (220 followers – 57 in Sep 2013) continue to increase in engagement. Make-up of FB users now: 50 / 50 (previously female bias) 45 to 54 yrs most popular group (previously 25 to 34 yrs) Time of day/week varies.
- https://www.facebook.com/3cadadia
- Give people time to make notes in their brief.
- People tend to scan web pages or read in short bursts on digital channels. Eye-tracking studies show where people spend most time reading. It’s important to communicate your messages(s) prominently and consistently across all channels.
- Coca Cola example of consistent message(s) for World Cup across a variety of digital channels.
- Consistent message(s) should also work thru-the-line: across both digital and non- channels. American Red Cross example of an integrated multi media campaign.
- SBS sometimes use keywords to promote message(s).
- SBS example of consistent message(s) on a variety of digital channels.
- Give people time to make notes in their brief.
- Digital channels are highly measurable.
- Set benchmarks so you can measure change over time and/or after each campaign.
- Give people time to make notes in their brief.
- SBS example of testing dedicated web page for direct mail campaign.
- Give people time to make notes in their brief.
- Take your completed brief and make it happen.
- Happy building!