This document provides an overview of online fundraising strategies and lessons that can be learned from the corporate sector. It discusses how technology is changing consumer behavior and interactions, and how businesses must adapt. Some key points include using social media to engage influencers and advocates, analyzing digital marketing campaigns in real-time, and optimizing campaigns for mobile where searches and time spent are increasing. Case studies show how remarketing on Google Display Network helped one company double sales while maintaining ROI.

1. Online fundraising showcase 2:
Learning from the Corporate Sector
July 2011
Beth Foster
Senior Account Strategist
Email: bethfoster@google.com
Twitter: @bethfoster
Google+: beth.foster@gmail.com

2. Technology
changes
everything

3. Consumers Are Changing
Technology is changing how people...
Interact & Share Find Information Find Entertainment
Twitter YouTube Angry Birds
accounted for 1 in every 184 UK searches accounts for 1 in 4 of all 125 years of Angry Birds are
internet visits in May Google searches played every day
Shop Challenge status quo
M-Commerce Social Media
62% of smartphone owners used to organise & promote demonstrations
research products while in-store later sparking a political movement

4. The volume of Not for Profit
searches are ever growing
4

5. To win you must be
Fast and Amazing
The winning ingredients:
Consumer change
Business change
Advertising change

6. Nearly half of Argos’ sales are
now multi-channel
Consumer change
• Change in consumer expectations –
Convenience is key.
Business change
• Multichannel approach
Advertising change

7. Insight can now be real-time
Blog Search Timeline Wonder Wheel
Insights for Search Ad Planner Keyword Volume
Tool
YouTube Insights Insights for
Audiences

8. Tools to optimise your digital campaigns:
understand competition and user research patterns
8

9. Tools to optimise your digital campaigns:
Engage with influencers and brand advocates
9

10. Tools to optimise your digital campaigns:
React quickly and in the right places

11. Tools to optimise your digital campaigns:
Analyse your YouTube videos
11

12. Google:
Insights for Search
www.google.com/insights/search/

13. Ideas are now unconstrained
Technology has made the impossible possible

15. Implementation can be done
very quickly
Implementation at speed
• Heston Blumenthal’s must-have Xmas puddings sent to
bloggers.
Disaster in [x]
• Puddings auctioned online with the proceeds
Landslide in [x]
donated to charity.
Donate to hurricane [x]
Hurricane [X]
• Bids of up to £150Help victims of [x]
were attracted.
• Story was shared extensively online.
• Waitrose took this opportunity to employ an online
campaign to support the activity

16. Google Grants on Mobile
Take full advantage
Google Confidential and Proprietary 16

17. The Mobile Web is exploding
120
Mobile Queries (Indexed)
4x Growth
100
80 in past year
60
40
20
0
2007 2008 2009 2010 2011
Source: Internal Google Data 2010

18. Not for Profit Mobile queries follow
this trend
18
Source: 8pt, medium gray

19. The ultimate shopping companion
79% of
smartphone Internet
users use their
smartphones to help
with shopping.
74% have
purchased as a result of
using their smartphone
while shopping.
Google Confidential and Proprietary 19
Source: Google User Behavior Study 2010

20. Restaurants
29.6% of queries are Mobile
1/07 5/07 9/07 1/08 5/08 9/08 1/09 5/09 9/09 1/10 5/10 9/10 1/11
Source: Internal Google Data 2011 20

21. Finance & Insurance
15.4% of queries are Mobile
1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/11
Source: Internal Google Data 2011 21

22. Mobile behaviour poses unique opportunities for your
organisation
New Interfaces Always Near Always On
Touchscreen, Video, CTC 1 in 3 searches are local, Mobile usage prevalent in
WiFi enabled, App Stores, queries are shorter, researching for a car &
eCommerce, Social Media immediate finding a local dealer
22

23. Mobile allows for constant connectivity
PC 11pm
Mobile
1pm
Traffic
8pm
7am
Time
Source: Internal Google Data 2010, typical across different markets 23

24. Google Confidential and Proprietary

26. Mobile Search Optimisation Drives Response
Conversions Click Through Rate Cost Per Acquisition
+80% -15%
+43%
Separating out mobile campaigns from desktop drives
significant performance gains
due to better control of bids, budgets, keywords and landing pages
Source: Google internal data, Google Search only

27. Consumers are interacting with your brand: Be Found
Browsing the Researching on Comparing cars Using your
Internet your site while on dealer lots branded app
Automotive Purchase Lifecycle
27
27

28. It’s not too late to be early: Use formats to
drive performance on Search
Tablet Location
Search Extension
Site Click to
Links Download
28

29. 3 Steps to Mobile Advertising on Search and
Display for Brand Impact and Investment Returns
Next Steps
3 Work with us and our specialist
mobile team on a strategy to
maximise mobile opportunity
2 Quick Win
Include Mobile in your
display briefs
1 No Brainer
Separate out your mobile
search campaigns
29 Google Confidential and Proprietary

30. IHG gains 91% YoY increase in mobile revenue
through Google mobile advertising
The Approach
Clearly defined mobile strategy helped IHG
target different types of customers:
• Searchers: Mobile Website & Optimised Ads
• IHG Loyalists: Mobile Application
The Results
• 91% YoY growth in revenue from mobile
• 20% MoM in traffic to mobile website
• Click-to-Call: Accounts for 40% of global
mobile revenue
• 100,000 App downloads in 3.5 months
30
Source: Google Internal Nov 2010

31. 79%
of large online advertisers
do not have a mobile optimized site
Source: Google research 2010 31

32. Be greater with data
Google Confidential and Proprietary 32

33. Make sure powerful new Adwords features
such as Remarketing are turned on
Google Confidential and Proprietary 33

34. Bid more aggressively with remarketing and increase
budgets to accommodate available traffic
After launching a Remarketing campaign, Green Mountain Coffee:
1. Increased their bid from $1.50 to $5 CPC and
2. Doubled their daily budget to reach more of their Remarketing list.
As a result, they doubled sales while maintaining same ROI.

35. Making the most of the connected
world
Google Confidential and Proprietary 35

36. A sea change in consumer & brand mentality
Localised Personalised Customised
36 Google Confidential and Proprietary

37. THE POWER OF PERSONAL
RECOMMENDATIONS
90% of consumers online trust recommendations
from people they know 37
Google Confidential and Proprietary

38. HOWEVER TIMING IS EVERYTHING
We believe recommendations often surface at the
wrong time, not when you actually need them most
38
Google Confidential and Proprietary

39. THE NEW SOCIALLY INSPIRED ENDORSEMENT
+1 highlights recommendations from your
friends & family when YOU decide – make
sure you add the +1 button to your site!
Google Confidential and Proprietary

40. We want communication to feels meaningful,
involving, human and honest
Google Confidential and Proprietary

41. Appeal to all taste makers
Google Confidential and Proprietary

42. Drive engagement through authentic storytelling
People are fans of
entertainment, less Can you make them
so of advertising. fans of you?
Put the story and the
audience at the
centre.
Talk continuously Use the most
with your audience. appropriate channels
to get your story to
the right people....
Google Confidential and Proprietary

43. Consumer change
• >50% of body wash purchases are made
by women, so for the 1st time, Old Spice
decided to target women as well.
• Guys don’t talk about soap but they are
always online and love to share cool
content.
Business change
• Brand image aligned to younger male
audience
Advertising change
Google Confidential and Proprietary

44. Google Confidential and Proprietary 44

45. Challenge: Create mini evangelists
Solution: The world’s biggest reality game on iPhone, turning
Stockholm city into a living board game.
Google Confidential and Proprietary

46. Social media monitoring will evolve towards real-time data-
driven business improvement based on socialising customer
insight within the firm as a whole, not just marketing/comms
© @LeeBryant

47. Social media listening tools are evolving rapidly

48. Listen well and use data well
to find actionable insights

49. “Move beyond time-lagged reports to real time data”
Google Confidential and Proprietary

50. Corporate to activist
Google Confidential and Proprietary 50

51. Google Confidential and Proprietary

52. Thank You
Client Logo
Google Confidential and Proprietary

53. Appendix
Case Studies
Client Logo
Google Confidential and Proprietary

54. Mobile Applications Mobile Website
Reach Customers Offline Simple for consumers to find
Users can use your application through Search, Blogs, Twitter and
anywhere, without a connection links in emails.
Use all device capabilities Increased Market Size.
within the functionalities of the Impressions are higher on mobile Web
application. e.g. GPS, camera, voice, than Apps. Anyone has access to the site.
address book & calendar.
Media Rich Experience Easier and cheaper to maintain.
No need to create updates for multiple
Some applications allow more
platforms when changes are made. All
engaging user interaction with your
types of users see the latest version
brand than websites
54

55. Google Display Network Remarketing Provides
Scalable ROI with CPC Bidding
2x daily budget
Increased from $1.50 to $5.00 CPC
2x sales
while maintaining same ROI
Ken Crites, Director, “Like many, we're in a competitive marketplace. We
Consumer Director, know, specifically, who we want to target. Google helps
Specialty Coffee Business us find that specific target. They let us be aggressive in
Unit of GMCR Inc. a way we're confident will pay out.”
Google Confidential and Proprietary