Putting the right message in front of the right audience at the right time can seem nearly impossible, but with increased access to data and tools that make segmentation easier than ever, creating and implementing segmented campaigns across multiple digital channels is quickly becoming something that even small teams can pull off successfully.
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
Ken Kuhler, Interactive Strategy Manager, Blackbaud, discussed how to apply next generation trend data to your multi-channel, multi-generational fundraising and engagement efforts including practical tools and techniques, and real-world case studies.
Content Marketing vs. Health CommunicationsErin Norvell
Many private sector organizations are forgoing traditional advertising tactics and turning to “content marketing,” which is the creation and dissemination of high-value content for marketing purposes. As the volume of this content continues to grow online, a tug-of-war is forming between big consumer brands and public health communicators. Competing for the same target audiences, health communications and content marketing are colliding in today’s digital world. View this presentation for examples of how brands are creating high-quality content and driving deep engagement, and learn strategies that health communicators can apply to public health messages.
This presentation was delivered at the NIH Digital Summit in Bethesda, MD on October 19, 2015. A video archive of the event is also available: http://www.nih.gov/news/events/digital-summit.htm
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
Ken Kuhler, Interactive Strategy Manager, Blackbaud, discussed how to apply next generation trend data to your multi-channel, multi-generational fundraising and engagement efforts including practical tools and techniques, and real-world case studies.
Content Marketing vs. Health CommunicationsErin Norvell
Many private sector organizations are forgoing traditional advertising tactics and turning to “content marketing,” which is the creation and dissemination of high-value content for marketing purposes. As the volume of this content continues to grow online, a tug-of-war is forming between big consumer brands and public health communicators. Competing for the same target audiences, health communications and content marketing are colliding in today’s digital world. View this presentation for examples of how brands are creating high-quality content and driving deep engagement, and learn strategies that health communicators can apply to public health messages.
This presentation was delivered at the NIH Digital Summit in Bethesda, MD on October 19, 2015. A video archive of the event is also available: http://www.nih.gov/news/events/digital-summit.htm
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
Casey Printing & Marketing's overview of direct marketing dynamics & trends with a brief introduction to Cross Media Marketing methodologies, use case & case studies, and contact info for Q&A.
Presentation that provides practical methods for accounting firms seeking to measure the ROI on their social media marketing activities - Flashpoint Marketing - Accounting Firm Marketing.
Download our free Google Ad Grants whitepaper → http://bit.ly/1vBLptH
Read our blog posts about Google Ad Grants → http://bit.ly/1vBL9uQ
Urge Facebook to launch an Ad Grants program → http://change.org/facebookadgrants
This presentation was presented by Eric Facas at Social Media 4 Nonprofits Boot Camp (#SM4NP #npbc14) in San Francisco on Oct. 2, 2014.
In Email We Trust: How to Leverage Trust in Email to Maximize RevenueMediaPost
As trust in social platforms declines and publishers face tremendous revenue pressure, email is having a renaissance, fueled by its innate ability to give publishers and advertisers a more direct, relevant and personalized relationship with their target audiences. In this session, learn how to leverage this inherent trust in email to maximize engagement and monetization and take control over your audience relationship.
Are you flying blind when it comes to growing your eCommerce business? Despite the fact that online shopping is infinitely more trackable than brick-and-mortar, we find that most executives and business owners still don't focus on proven metrics to grow their online revenue and valuation. As a result, their business doesn't grow as fast as it should.
In this webinar with AddShoppers and RJMetrics, you'll learn:
•Why emphasizing analytics is crucial for increasing online revenue
•The 6 top metrics growth focused eCommerce marketers should be tracking and improving
•How to integrate data analysis into your workflow
Fundraising Day New York
Taking Leadership Online
Friday, June 12, 2009
Alia McKee of Sea Change Strategies, Nancy Haitch of the International Rescue Committee and Jono Smith of Network for Good explored what’s hype and what works in online fundraising. Here is their presentation slideshow.
Which one works - Comparing the effectiveness of online marketing channelsJMH Consulting
Facebook, LinkedIn, Google Adwords, Display, Bing. More and more departments are using such online channels as part of their core marketing strategy. However, there are many questions about the effectiveness of each marketing channel in attracting leads and students. This presentation will review the most popular online marketing channels using actual (anonymous) data from schools. We will also discuss the effectiveness of each channel in generating awareness, leads, and enrollments. Attendees will leave with a better understanding of which online marketing platforms are most likely to add value to their programs.
This ppt. is about advising clients on social media marketing, the advantages, what to do (and not to do!), as well as some simple strategies for efficient presence.
Four things that B2B brands can learn from B2CSelesti
Let’s face it, coming up with marketing campaigns for a B2B audience is tough. It can be hard to get your audience excited when your product is an underground drainage pipe, a batch coding machine, or even ISO certification.
Believe me, I know, as these are some of the clients I work with. It can be really tough to come up with ideas, and it really makes me jealous when I see other people in my team having an absolute field day coming up with creative, exciting ideas for our B2C clients.
It’s easy to see B2B and B2C as worlds apart, but the truth is that it doesn’t have to be like that. In fact, there are many ways you can adopt B2C marketing tactics, and make them work for your B2B audience.
With that in mind, here are four things that B2B marketers can learn from their B2C counterparts, with some examples along the way.
Read the full transcript at:
https://www.selesti.com/knowledge-hub/4-things-that-b2b-brands-can-learn-from-b2c
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
Casey Printing & Marketing's overview of direct marketing dynamics & trends with a brief introduction to Cross Media Marketing methodologies, use case & case studies, and contact info for Q&A.
Presentation that provides practical methods for accounting firms seeking to measure the ROI on their social media marketing activities - Flashpoint Marketing - Accounting Firm Marketing.
Download our free Google Ad Grants whitepaper → http://bit.ly/1vBLptH
Read our blog posts about Google Ad Grants → http://bit.ly/1vBL9uQ
Urge Facebook to launch an Ad Grants program → http://change.org/facebookadgrants
This presentation was presented by Eric Facas at Social Media 4 Nonprofits Boot Camp (#SM4NP #npbc14) in San Francisco on Oct. 2, 2014.
In Email We Trust: How to Leverage Trust in Email to Maximize RevenueMediaPost
As trust in social platforms declines and publishers face tremendous revenue pressure, email is having a renaissance, fueled by its innate ability to give publishers and advertisers a more direct, relevant and personalized relationship with their target audiences. In this session, learn how to leverage this inherent trust in email to maximize engagement and monetization and take control over your audience relationship.
Are you flying blind when it comes to growing your eCommerce business? Despite the fact that online shopping is infinitely more trackable than brick-and-mortar, we find that most executives and business owners still don't focus on proven metrics to grow their online revenue and valuation. As a result, their business doesn't grow as fast as it should.
In this webinar with AddShoppers and RJMetrics, you'll learn:
•Why emphasizing analytics is crucial for increasing online revenue
•The 6 top metrics growth focused eCommerce marketers should be tracking and improving
•How to integrate data analysis into your workflow
Fundraising Day New York
Taking Leadership Online
Friday, June 12, 2009
Alia McKee of Sea Change Strategies, Nancy Haitch of the International Rescue Committee and Jono Smith of Network for Good explored what’s hype and what works in online fundraising. Here is their presentation slideshow.
Which one works - Comparing the effectiveness of online marketing channelsJMH Consulting
Facebook, LinkedIn, Google Adwords, Display, Bing. More and more departments are using such online channels as part of their core marketing strategy. However, there are many questions about the effectiveness of each marketing channel in attracting leads and students. This presentation will review the most popular online marketing channels using actual (anonymous) data from schools. We will also discuss the effectiveness of each channel in generating awareness, leads, and enrollments. Attendees will leave with a better understanding of which online marketing platforms are most likely to add value to their programs.
This ppt. is about advising clients on social media marketing, the advantages, what to do (and not to do!), as well as some simple strategies for efficient presence.
Four things that B2B brands can learn from B2CSelesti
Let’s face it, coming up with marketing campaigns for a B2B audience is tough. It can be hard to get your audience excited when your product is an underground drainage pipe, a batch coding machine, or even ISO certification.
Believe me, I know, as these are some of the clients I work with. It can be really tough to come up with ideas, and it really makes me jealous when I see other people in my team having an absolute field day coming up with creative, exciting ideas for our B2C clients.
It’s easy to see B2B and B2C as worlds apart, but the truth is that it doesn’t have to be like that. In fact, there are many ways you can adopt B2C marketing tactics, and make them work for your B2B audience.
With that in mind, here are four things that B2B marketers can learn from their B2C counterparts, with some examples along the way.
Read the full transcript at:
https://www.selesti.com/knowledge-hub/4-things-that-b2b-brands-can-learn-from-b2c
2BHK & 3BHK Apartments for sale in Vidyaranyapura, Bangalore at Max Madhura
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Computer Science GATE coaching in delhi ENGINEERS SUCCESSRiddhisaini
Engineers success is one of the best GATE coaching institutes in India (having its centers at Dehradun, Lucknow, Chandigarh, Gorakhpur, Gwalior, Roorkee, Raipur, Hyderabad) under the guidance of Ex IES and Alumni of IITs for all branches i.e Civil Engineering, Mechanical Engineering, Computer science engineering, Electronics and communication engineering, Electrical Engineering, Instrumentation engineering. After being the one of the best GATE coaching in Dehradun our aim is to become the best in the rest of the cities in India
Best faculty team from all over India with AIR 1-100 in GATE , IES and alumni of IISC AND IITS with experience of 3-8 years in coaching..
A team of 20+ faculties for each branch Mechanical Engineering, CIVIL Engineering, Computer Science & Information Technology, Electronic & Communication Engineering, Electrical Engineering, Instrumentation Engineering from various parts of India with 3-8 years of teaching experience in GATE, PSU & IES preparation.
Flat to Tilted: How to Make Your Region into a Gaming Powerhouse | Dean Takah...Jessica Tams
Delivered at Casual Connect Europe 2017. The gaming world is flat, but you can tilt it in your direction. Mobile gaming helped game development spread out around the world. But it isn’t easy to generate a full ecosystem that generates jobs across generations of technology. Each region has to be competitive in an age of accelerating change. We’ll tour the world and consider Europe’s place in gaming's pantheon.
Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
In 2008, the Email Experience Council partnered with The Andre Agassi Charitable Foundation (AACF) for its non-profit initiative. A volunteer-team of industry professionals, from more than twenty different organizations, has had its share of challenges and successes in creating and sustaining a program focused on growing the list, building awareness, and increasing donations from event and online channels.
Attend this session to learn and discuss:
· How our virtual team organized around a cause marketing strategy
· What not to do in a cause marketing context
· Why email marketing is a natural fit
· What can be accomplished with new media assets and channels (i.e. video, blogging, social networks, Twitter, etc.) on a limited budget
· How cause marketing can help your business grow and make a difference for others
Speakers:
Dylan Boyd, Vice President of Sales & Strategy, eROI
Chris Frasier, Account Development Manager, BlueHornet
Julie Krell, Director, Marketing & Communications,The Andre Agassi Charitable Foundation
Erick Mott, Communications Director, Lyris
Heather Vessey, Email Group Manager, Bonnier Corporation
5 Ways Nonprofits can Get Started with Marketing AutomationIdealist Consulting
Agenda:
What is Marketing Automation?
How can nonprofits use it?
5 ways to get started
Case Study: Jefferson Awards Foundation
Putting it all together/Q&A
How To Successfully Promote Your Year-End Fundraising CampaignCauseVox
After seeing thousands of campaigns here at CauseVox, we know that promoting your fundraiser the right way can help to ensure a successful campaign. This is especially the case as the year comes to an end and your fundraising efforts ramp up.
Webinar details:
Thursday, October 20, 2016
12:30pm ET / 9:30am PT
During this 30-minute webinar, we will share what we've learned over the years as the most effective ways to promote your year-end fundraising campaigns. Following, we'll have a live Q&A session to answer your questions and help you uncover the best promotion tatics for your campaign.
Here’s what you’ll learn:
The best ways to segment your supporters during year-end
Why you need a multi-channel approach to drive success
Best practices to leveraging email, social media, advertising, and more to promote your campaign
Creating an Effective Social Media Strategy for your NonprofitDonorPath
Social media expert Beth Kanter walks through creating an effective social strategy for your nonprofit.
It includes practical tips, case studies, and fundamental advice to creating a networked and socially active nonprofit
Salesforce and Facebook come together and unveil our amazing customer success of how some of the most innovative brands in the world like Angie's List, use Facebook to drive amazing results like:
• Finding new customers that look just like their best ones
• Increase the amount spent by the existing customers with every purchase
• Find and re-engage past customers with targeted advertising who no longer respond to emails
Measurement is Not Counting: Social Media & Return on Investment, presented b...craigslist_fndn
You are actively using Facebook or Twitter or LinkedIn or a blog as part of your organization’s marketing or fundraising strategy. But do you know what your audience wants from you? Are you measuring how effective you are with these tools? Can you answer your boss’s or board’s questions about the value of spending time on social media? How do you know social media is a good investment and that you are getting strong results? Beth’s session addresses how to measure social media return on investment, including a strong framework and practical tips to measure and refine your social media tactics.
Taking Leadership Online - What\'s Hype and What Works in Online FundraisingAliamc
Fundraising Day New York
Speakers: Alia McKee, Sea Change Strategies, Nancy Haitch, The International Rescue Committee, and Jono Smith, Network for Good
This presentation covers how to create and execute integrated, multi-channel, not-for-profit marketing campaigns.
From campaign planning and pricing, to architecture, design, and set up, you'll gain actionable knowledge to build a fully integrated program for your not-for-profit clients.
This presentation also covers 2 specific use cases:
1. Morris Habitat for Humanity 25th Anniversary Appeal Campaign
2. North Carolina Student Aid Association Fundraising Campaign
Similar to Targeting Your Digital Audiences: Multichannel Segmentation Strategies (20)
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
4. Types of digital segmentation
TARGETING YOUR DIGITAL AUDIENCES
Predictive with ongoing optimization
Dynamic messaging streams
Messaging triggered by behavior, dynamic content based upon engagement
List based
Past behavior, expressed interest, channel and/or some demographic data
RFM: recency, frequency, monetary value
One-size fits all
5. We could do better
• The same people responding over and over again.
• Some people not responding at all to certain
campaigns.
• We had the data, we just needed to look.
7. Case study: End of Year campaigns
TARGETING YOUR DIGITAL AUDIENCES
Segmentation strategy
Behavior-based
Target previous engagers in email and social
Non-donors and donors new-to-file given multiple offers
Do not re-offer asks that a donor has consistently not
engaged with
Nimble response to engagement. If a particular audience
is not engaging, give them something else
Test! Make sure we are able to measure and report back
With several closely timed campaigns, we wanted to find out if better
segmentation could improve results overall.
8. What we tried – Past engagers
TARGETING YOUR DIGITAL AUDIENCES
Email
Target previous symbolic gift givers
Target people who have never
received offer
Target those most likely to give through Mercy Corps symbolic gifts
program.
Social Media
Support email strategy
Target previous symbolic gift givers
with Facebook news feed and right
column ads
9. What we tried – Non-engagers
TARGETING YOUR DIGITAL AUDIENCES
Email
Start End of Year messaging for
non-Gifts purchasers earlier
Don’t send them offers they have
not responded to
Send something different to people who have received the Mercy Corps
Gifts offer in the past and not responded.
Social Media
No special targeting
10. What we tried – New to file
TARGETING YOUR DIGITAL AUDIENCES
Email
Give subscribers a chance to
engage with multiple offers
Test pivoting to different offer early if
one is not working
Provide multiple offers to new donors, followers and subscribers.
Social Media
No special targeting
Paid acquisition
Paid acquisition channels primarily
given End of Year messaging
11. Overall combined email and social
revenue increased 30%
Mercy Corps Gifts campaign
revenue decreased by 17%, but
End of Year revenue more than
made up the difference
Email and social engaged 15%
more donors while also raising
average gift 11%
Results: Overall lift
TARGETING YOUR DIGITAL AUDIENCES
Combined Revenue
Email and social revenue
FY15
FY16
30%
12. Past Mercy Corps Gifts donors
performed exceptionally well,
raising more than $2 per email
sent
Email subscribers pivoted to new
messaging in A/B test gave 90%
more gifts than those continuing in
original message stream
Results: Email engagement
TARGETING YOUR DIGITAL AUDIENCES
Donations
Donation lift in email test
Control
Test
90%
13. Pivot more quickly or suppress
non-responders
Actual testing and increased
segmentation in social could
improve outcomes
Test best offer for non-segmented
audiences by channel
Look for indicators to help improve
results from newer audiences
Results: Room for growth
TARGETING YOUR DIGITAL AUDIENCES
Revenue per email
Revenue per delivered:
End of Year starter message
End of Year only
End of Year &
MC Gifts
86%
14. Segmentation by behavior works
Roll out segmentation strategies to
additional campaigns / channels
Test into messaging streams and
pivot strategies
Continue data analysis and
monitoring for predictive indicators
Learnings and
next steps
TARGETING YOUR DIGITAL AUDIENCES
16. Case Study: Partners In Mercy
Create target audiences using donor segment email lists
Craft specific messaging for each target audience
Utilize Facebook custom audience tools to target each new audience segment
Monitor and manage tactics based on audience response
Measure response and report on outcome
TARGETING YOUR DIGITAL AUDIENCES
Partners In Mercy are an incredibly valuable audience, but are also very
elusive. Our goal was to acquire new PIMs while testing audience
segmentation and targeting tools within Facebook.
Strategy
17. Those not connected
to Mercy Corps, but
are likely to engage
with us and our offer
Introduction to Mercy
Corps and our work
around the world
Look-a-like audience
modeling based on our
current donors and
Partners In Mercy
What we tried – The right
audience & message
TARGETING YOUR DIGITAL AUDIENCES
An audience with a strong
and deep connection, who
might like to deepen their
commitment
A $1 challenge—if all our
Partners In Mercy give just
$1 more a month, the
change we can make
would be amazing
Custom audience of
current Partners In Mercy
Those with a strong
connection to Mercy Corps,
who are likely to deepen
that relationship by
becoming a monthly donor
The benefits of monthly
giving to the beneficiaries
and the donor
Custom audience of current
and lapsed donors
Audience Segments Facebook TargetingMessage
18. Message: Turn your compassion
into action, help families in need
each month AND get a free tote bag!
Target audience: look-a-like
audiences
Ad type: Facebook News Feed ads
Targeted audience size: 300,000
Audience: New to Mercy Corps
TARGETING YOUR DIGITAL AUDIENCES
19. Message: Join our Partners In
Mercy team today to help families in
need each month AND receive a
free tote bag
Target audience: Current and lapsed
donors
Ad type: Facebook Promoted Post
Target audience size: 50,000
Audience: Connected to Mercy
Corps but not a PIM
TARGETING YOUR DIGITAL AUDIENCES
20. Message: If every Partner In Mercy
increased their gift by just $1 a
month, we would have an additional
$180K to help families in need
Target audience: current Partners In
Mercy
Ad type: Facebook Promoted Posts
Target audience size: 5,700
Audience: Current PIMs
TARGETING YOUR DIGITAL AUDIENCES
21. 95% of the audience was served an
ad
A small fraction of the audience
became a PIM, but we found that
people were more likely to make a
one time gift
Average gift amount: $132
Social media users comments were
positive and supported Mercy Corps
and our work
Results: New to Mercy Corps
TARGETING YOUR DIGITAL AUDIENCES
22. 60% of the audience was served the
Promoted Post
This audience had a lower than
expected conversion rate
44% of those converted were lapsed
donors
2 of the lapsed donors hadn’t given
in at least 10 years
Social engagement was very high
and the sentiment was positive
Results: Connected to Mercy
Corps but not PIMs
TARGETING YOUR DIGITAL AUDIENCES
23. Just over half the audience was
served the Promoted Post
1% of the audience increased their
monthly donation
Additional annual revenue lift: 1%
81% upgraded beyond $1
Average upgrade amount: $5.50
Social conversation encouraged
other PIMs to upgrade and
comments were overwhelmingly
positive
Results: PIM audience
TARGETING YOUR DIGITAL AUDIENCES
24. “Go ahead and increase my monthly
donation by the dollar! Hope everyone
does the same”
Partner In Mercy Facebook Fan
25. Targeting custom audiences with
tailored messaging does work and
can lift overall results
Facebook Promoted Post can be
extremely cost effective when used
to target custom audiences
Testing is essential, start your
testing today!
Learnings and
next steps
TARGETING YOUR DIGITAL AUDIENCES
27. Future opportunities
TARGETING YOUR DIGITAL AUDIENCES
Custom
Audiences
Interest based
marketing
Omni channel
marketing
Automation
Retargeting pixels
Testing and
predictive
modeling
Advanced
segmentation
Persona creation
Topic
engagement
research
Dynamic content
streams
Correlating
messages at all
touch points
Testing topics and
pivot points
Triggered
messages
Custom audience
building
28. Challenges and considerations
TARGETING YOUR DIGITAL AUDIENCES
Resources Platform
limitations
Internal
Comms
Obstacles
Staff, budget and
time
Too many
targeting and
segmentation
options
Expertise
Data integration
Multiple platforms
required
Privacy concerns
Lack of access to
data
Not
personalization
Scope creep and
scalability
Difficulty
communicating
with non-technical
teammates
Time to statistical
significance
Going down the
rabbit hole
Too much
granularity
Tests don’t
usually win
29. Getting started
TARGETING YOUR DIGITAL AUDIENCES
How to get started with digital channel segmentation:
Google Analytics demographic tools
Google Analytics retargeting tools
Use any data available to look for
behavioral patterns and cohorts
Consider a tracking tool like
KISSmetrics
Monitor results and assign analysis
to someone on your team
If it’s not working, stop doing it. Try
something else
Read up on predictive modeling.
Even if you can’t have an analyst on
your team, you should understand
the concept
Test your ideas
30. Use your email file to start your
custom audiences
Use Facebook and Twitter pixels to
build custom audiences
Think about messaging — what do
these custom audiences want to
hear from you
Create an audience strategy and
measure results
Use Facebook and Twitter ads
manager
Start with a small budget and test,
test, test
Monitor campaigns and make
adjustments on the fly to maximize
budget and results
Always review results against your
strategy
Getting started
TARGETING YOUR DIGITAL AUDIENCES
Getting started with custom audiences and social media ad targeting:
