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Targeting Your Digital Audiences: Multichannel Segmentation Strategies
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- 2. JESSIE LAMB TARGETING YOUR DIGITAL AUDIENCES MultichannelSegmentation Strategies Senior Web Analyst ANNE BELL-FYSH Digital Marketing Strategist
- 3. HASHTAG: #16NTCdigseg NOTES: po.st/digseg-16NTC Evaluationlink: po.st/fA8wEG CFRE Credit: 1.5
- 5. Types of digitalsegmentation 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
- 6. We could dobetter • 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. How could weengage more people?
- 8. Case study: Endof 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.
- 9. 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
- 10. 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
- 11. 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
- 12. Overall combined emailand 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%
- 13. Past Mercy CorpsGifts 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%
- 14. Pivot more quicklyor 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%
- 15. Segmentation by behaviorworks 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. Reaching the right audience withthe right message on social media TARGETING YOUR DIGITAL AUDIENCE
- 17. Case Study: PartnersIn 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
- 18. Those not connected toMercy 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
- 19. Message: Turn yourcompassion 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
- 20. Message: Join ourPartners 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
- 21. Message: If everyPartner 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
- 22. 95% of theaudience 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
- 23. 60% of theaudience 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
- 24. Just over halfthe 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
- 25. “Go ahead andincrease my monthly donation by the dollar! Hope everyone does the same” Partner In Mercy Facebook Fan
- 26. Targeting custom audienceswith 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
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- 28. Future opportunities TARGETING YOURDIGITAL 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
- 29. Challenges and considerations TARGETINGYOUR 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
- 30. Getting started TARGETING YOURDIGITAL 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
- 31. Use your emailfile 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:
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Editor's Notes
- #3 Hello, I’m Anne Bell-Fysh and I currently manage the digital marketing/acquisition program at Mercy Corps, which includes paid digital strategy for search, display, affiliate marketing and paid social media. I’m really excited to be here today to talk about our experimentation with getting the right message in front of the right audience. But let’s get some housekeeping stuff out of the way first.
- #4 Jessie’s slide
- #5 So who is Mercy Corps and what do we do? Mercy Corps is a leading global organization powered by the belief that a better world is possible. In disaster, in hardship, in more than 40 countries around the world, we partner with local communities to put bold solutions into action—helping people triumph over adversity and build stronger communities from within. Today, and for the future. Now that’s a mouthful, so we’ve put this awesome video together to break it down a bit. OK, now that you know who we are, let’s get to the good stuff. Jessie,
- #9 Social Media notes Support email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.
- #10 Social Media notes Support email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.
- #11 Social Media notes Support email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.
- #12 Social Media notes Support email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.
- #17 So several years ago Facebook and Twitter began building out their audience targeting tools, opened up a world of new opportunities in reaching new or targeted audiences with specific, targeted messaging. This shift was more than interest based target—it allow the ability to upload customer files, pixeling to build unique audience When I started at Mercy Corps we began to tentatively test these new tools to see if could improve overall campaign results Found some success, and decided to go for it. Thought the PIM campaign was a great testing ground
- #18 Each year Mercy Corps runs two Partners In Mercy campaigns with the goal of converting current and new donors into monthly givers. Last January, we wanted to test Facebook’s new audience targeting tools to see if we could target specific messages to specific audiences with the goal of improving conversions and social media engagement within each audience. To do this, we created three audiences segments based on how likely each segment was to convert into donors, then tailored messaging that would resonate with the target audience. We set very minimal goals for the campaign.
- #19 We approached this from a marketing funnel perspective So what did this look like on Facebook