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The DEN Chicago

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The DEN Chicago

  1. 1. welcome to MARCH 30TH 2017 | CHICAGO #360iTheDen powered by
  3. 3. 3 Breakfast 9:00 Opening Remarks Presented by: Executive Vice President, Amanda Abar 9:30 Data-Driven Insights & Understanding The Millennial Donor Presented by: Kate Paulin & Katheryn Meagher 9:40 Mobilizing & Expanding Your Social Community Presented by: Bridget Lackie & Amie Dowker 10:40 Break 11:20 The Power of Influencers Presented by: Corey Martin 11:30 Lunch 12:10 Breakout Work Session: Using Insights To Write A Marketing Plan & Influencer Inventory Audit 1:10 Boost Your Search Presence Presented by: Brendan Alberts 2:10 Break 2:50 How Digital Strategy Has Grown Presented by: GirlForward Director of Marketing, Temitope Famodu 3:05 Closing Remarks Presented by: 360i Chief Executive Officer, Sarah Hofstetter 4:00 Cocktails 4:15 - 5:30 Agenda
  4. 4. 4 Access Capabilities Nonprofit social media reports exploring top pages, fan demographics, and fastest growing pages Access Capabilities Provides high level weekly summaries of your nonprofit activities; can schedule pins, monitor your page and measure results Access Capabilities Tracks what is trending on YouTube for a given time period, allowing you to filter by location, user age and gender Access Capabilities Search Twitter bios by keywords to find relevant superfans Access Capabilities Aggregates last 3K tweets of any user into one page to easily search by keyword Facebook Socialbakers Twitter FollowerWonk Youtube YouTube Trends Dashboard Pinterest Tailwind AllMyTweets DIY/Free Insights Tools By Platform:
  5. 5. 5 Interested in uncovering more insights? Contact 360i Insights + Planning at Trend Insights: Access Capabilities Provides related search terms and search volume estimates on specific keywords; breaks out which devices a keyword is most searched on Google Keyword Planner Access Capabilities Search data is used to provide valuable insight and context to emerging trends and interests for consumers over time Google Trends Access Capabilities Daily email providing charts analyzing consumer and platform behavior across regions and demographics Global Web Index Access Capabilities Daily email providing trends and online articles regarding Millennial interests, perceptions and innovations Ypulse Access Capabilities Combines technology solutions and expertise to provide tools, research, newsletters and research for nonprofits Blackbaud Access Capabilities Website operated by Amazon that will donate 0.5% of a shopper’s purchase to the charity of the shopper’s choice Amazon Smile
  6. 6. 6 Millennials (aged 18-32) are now the largest generation in the US totaling nearly In the coming decades, this group is expected to inherit Are willing to raise money on behalf of a cause they care about Of Millennials want to see the impact of their donation in wealth from previous generations and will have by 2017 $ $ $ 80 MILLION $41 TRILLION $$$ 7 10OUT OF H.O.P.E. THE LARGEST BUYING POWER IN THE U.S. In order to ensure future nonprofit champions and long-term financial supporters, it’s critical for nonprofits to begin building relationships with charitable Millennials. HONESTY Transparency and clarity of organizations and donation objectives is crucial PERSONAL This group wants to use their unique skills to enact change for a cause important to them EASE Donation experiences must be seamless to facilitate impulsive Millennial donors OPTIONS Millennials want to engage with a nonprofit in a number of ways, on their own terms What to keep In mind when targeting Millennials Motivations: What aspects of nonprofits attract and inspire millennials to donate? TOP REASONS MILLENNIALS GET INVOLVED 79% Passion for a cause 56% Meet likeminded people 46% Apply a skillset 57% “When you find a personal connection to a cause, it’s really motivating in helping and participating with a nonprofit.” “Disconnect between where money goes and how a nonprofit uses it prevents me from donating more.” The Millennial Donor Understanding the imminent influence of Millennials on nonprofit donations This group wants to use their unique skills to enact change for a cause important to them
  7. 7. 7 Of Millennials receive emails from at least one nonprofit 1. Connect to social 2. Donate to nonprofit 3. Read blog posts 4. Newsletter signup 5. Petition signature Millennials read nonprofit articles/emails on their phone Interested in uncovering more insights? Contact 360i Insights + Planning at Sources: Pew Research Center, Tabulations of U.S. Census Bureau population; “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report; GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving Touchpoints: Which channels and platforms are the best ways to reach millennials? Insights + Opportunities SOCIAL MEDIA: Stay in touch make connections EMAIL + WEBSITE: Provide information, CTA “Sharing to social media is more powerful fundraising than trying to meet a business owner. Friends may donate less, but there are more of them” Facebook Instagram Twitter Snapchat Pinterest 49% 28% 24% 23% 22% PLATFORM USAGE AMONG MILLENNIALS Q4 2015, USA TOP ACTIONS ON NONPROFIT WEBSITES 65% 4 5OUT OF Focus on building an emotional connection through storytelling about your cause and the success it has achieved through donations Give Millennials multiple options to achieve one, clear call to action whatever the time of day and wherever they are Provide opportunities to connect Millennials with their peers on a shared passion to enact a movement of change for a cause Catch Millennials where they already spend their time – social media and online – and encour- age social sharing to those in their network Of Millennials use their phone to check out a nonprofit’s Facebook Of Millennials like to see nonprofits post success stories Of Millennials are actively connected to 1-5 charities 70%60%49%
  8. 8. 8 Social Media Explained “Like” donuts Here’s a video of me eating a donutHere’s a donut recipe Look at my donut for 10 seconds Here’s a vintage photo of my donutI’m eating a #donut
  9. 9. 9 Millennials Social Media NPO Cheat Sheet Role for Millennials SOCIAL STAPLE Hub for connecting with friends and interests VISUAL DIARY A curated glimpse into the lives and POV of friends and influencers CULTURE HUB Destination for viewing and streaming digital videos LATEST NEWS STREAM First stop for news, information and cultural commentary FIELD GUIDE FOR LIFE Window shopping and inspiration for both current and future lifestyle solutions MOBILE PLAYGROUND Visual platform for self- expression: informal, in-the-moment glimpses of the world Opportunity for NPOs Add value to users’ lives by being helpful or informative; ultimately driving an action Share images showcasing the organization's mission impact in memorable ways to increase affinity Provide users’ with contextually relevant edutainment; Leverage influencers to create video content. Deliver real-time, conversational content that is both emotional and informative. RT and @reply Add value to users’ lives by being helpful; ultimately driving an action Personal, unique connection point between the brand and its Millennial / Gen Z users Content Types Video, strong visuals (print quality) with less than 20% text on image; link and carousel ads Strong visuals - artistically created, specific look feel with “filters” 15-second looped videos, link and carousel ads Short long form video Text-based, image content, videos, live- stream content GIFs Strong vertical visuals with links, strong keywords or search descriptions, Video, Gifs Photos, videos, drawings, emojis, text Paid Media Yes – Robust Yes – Leverages Facebook Ads API Yes – Robust Yes – Robust Yes Yes – Discover, Stories, Geofilters, Lenses Fundraising Features Yes – Robust No Yes – Donation Cards Yes – Donate Button Cashtags No No
  10. 10. 10 Campaign Quick Start Guide Raise Awareness Activate Supporters Raise Funds If you want to… Grab Attention Strengthen Relationships Reach New Audiences Ask people to speak out Inspire people to lead Get people to show up Collect Donations Activate Supporters to Fundraise You should use… Try posting… Image, Video, Gif, Info graphic or share a relevant link Ask questions, and respond directly to people, Share personal stories staff, supporters and beneficiaries that may inspire people to share their own On FB and Insta: Page Like Ads, Post Engagement Ads, Local Awareness ads, Reach Ads. Work with influencers on Pinterest, Snap and YT A clear call to actions – ask people to share a post, sign a pledge, tag a friend etc. Videos, stories about your volunteers, founders and/or beneficiaries Facebook event pages, images from past events, clear value adds of attending/ volunteering Work with influencers to spread the word Facebook Donate button; YouTube Donate Cards; Twitter Donate button And track your… Reach Engagement Reach Engagement Reach/ Engagement Response Rate / Attendance Donations / ROI
  11. 11. 11 Our Mission and POV Goal WHO are we talking to (be specific!) What roadblocks are we facing? How can we navigate around them? Stories to tell Content Building Worksheet USE YOUR RESEARCH/ INSIGHTS TO ID THESE ROAD BLOCKS! HOW CAN H.O.P.E. HELP YOU GET PAST THEM?
  12. 12. 12 Applying HOPE To Overcome Roadblocks SELECTED ROADBLOCK HONESTY DEFINITION Value openness transparency of organizations and donation objectives OPTIONS DEFINITION Want to participate on their own terms in a variety of ways PERSONAL DEFINITION Cause must have a personal connection to themselves or someone close to them EASE DEFINITION Value openness transparency of organizations and donation objectives EXAMPLE IMPLICATIONS ·· Communicate the value of every dollar ·· Extreme transparency with the facts of the donation process EXAMPLE IMPLICATIONS ·· Offer a variety of ways to get involved (skills, time, money, goods) ·· Partnerships for maximizing your reach/appeal by aligning with broader interests EXAMPLE IMPLICATIONS ·· Messaging should be cause- centric (not organization- centric) ·· Showcase human-interest stories ·· Create socially shareable content/events so the cause is visible to donor’s networks EXAMPLE IMPLICATIONS ·· Mobile-friendly websites/ donation pages ·· Offer payment options like PayPal, Apple Pay, and text-to- donate ·· Reach them where they already are (on social) leverage these channels (Charitweet, etc.)
  13. 13. 13 Story Thought Starters Honesty Impact Share the milestone impact you’ve had on the people, places or things your are benefiting. Use data and numbers to give your organization creditably Facts Is there any data or specific points of the reason for your cause? The number of people suffering, missing an opportunity, organisms becoming extinct, etc.? Transparency Where does the money go? How is it used? Do 100% of funds benefit the organization directly? News Has your organization been in the news or gotten any press lastly? Options / Ease Location Transport people to the place of action. Where does everything take place? Do you have a storefront, event space, HQ, or basecamp? Events Is there an event or occasion happening where they can attend or participate? Build anticipation and let them know the who, what and when. Participation What can people do to help? What are the opportunities people have to make a difference? Reach How far and wide does your organization reach? Where does it impact? Are there local chapters? Personal Celebrities Is there any talent that is a part of your organization? How are they involved and why? Iconic faces draw attention, and their story creates emotional interest. Volunteer Spotlight They are the face of your organization and they have their own backstory for why thy are a part of your organization. A little backstory can go a long way. Beneficiaries The incredible stories about the people you are trying to help build empathy that turns into action The Neighborhood How is your organization connected to the community? Hometown pride resonates, so be proud of your roots
  14. 14. 14 Influencer Identification 1. Google It Search for news articles, blogs, and industry papers relevant to your work. Make note of the authors as well as the people they are citing or quoting. Look for individuals and influencers that are advocating for you. 2. Twitter Stalk Plug these names into Twitter and Instagram and start following them. 3. Keep Searching You can also find people on Twitter that you may have missed on Google. Run a Twitter search for key words and keep track of your findings. 4. Make Your Own Decisions There’s a lot of chatter about social media influencers, and hype over people who are the “most” influential. But at the end of the day, only you can decide who is right for your cause and your campaign. 5. Cross Platforms Do more than just follow your influencers on Twitter. Like their Facebook pages, subscribe to their blogs, add them on LinkedIn, Google+, or wherever you can find them. This increases your chances of being able to engage with them on a more personal level by showing interest in their work. 6. Build Relationships When you’ve identified relevant social media influencers, you have to engage them. Start by reading and commenting on their posts as well as sharing their content. It can take time to connect with them on a meaningful level. We’ll share more tips on how to do this later on in this guide.
  15. 15. 15 Paid Search Tips Best Practices Campaign Architecture Keyword Match Types Paid search marketing, also known as Pay-per-click (PPC) and Cost-Per-Click (CPC) marketing, is an online advertising channel where businesses and individuals may bid on keywords used in search engines such as Google, Bing and Yahoo! search. Unlike other digital marketing channels which charge by ad impressions (CPM), paid search advertisers only pay when searchers click their ads and visit their website. Setting up campaigns properly with a granular structure and relevant groupings will translate to more clicks at a lower cost Keyword match types help search advertisers control which searches trigger ad impressions. In general, the broader the keyword match type, the more reach (i.e. traffic potential) the keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to a given search. Ensuring your keyword match type strategy aligns with your business objectives will improve your return on investment.match type, the more reach (i.e. traffic potential) the keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to a given search. Ensuring your keyword match type strategy aligns with your business objectives will improve your return on investment. Campaigns contain the high level theme for your product or service Ad groups organize your ads and keywords by common themes Keywords are the actual queries that are relevant to your business that you will bid on Broad Match: default setting in AdWords. Will match to relevant variations of your keywords, including synonyms, plurals, misspellings, etc. Broad Match Modifier (BMM): BMM adds more specificity to your broad match keywords (keywords denoted with “+” must appear in query), therefore narrowing your reach Phrase Match: Further narrows reach by requiring the exact keyword as well as additional words before or after Exact Match: Only matches to exact keyword query Pet adoption Dog adoption Cat adoption Dog adoption Adopt dog Cat adoption Adopt cat Broad: animal clinic Also matches: veterinarian, pet doctor, vet clinics, dog hospital Modified Broad (BMM): +animal clinic Also matches: animal hospital, top animal doctors, animal health center Phase: “animal clinic” Also matches: animal clinic nearby, best animal clinic Modified Broad (BMM): animal +clinic Also matches: dog clinic, pet clinic, cat clinic Exact: [animal clinic] Only matches: animal clinic
  16. 16. 16 Targeting Helpful Paid Search Guides Geography Device Time of day, day of week Demo (age, gender, HHI) Text Ad Creative Best Practices Targeting your ads so they reach the right customers is an essential part of a successful paid search advertising campaign. To get the most out of your investment, utilize targeting methods to hone in on your target audience. AdWords offers a variety of ways of targeting your ads: Google AdWords User Guide Help Center: Google AdWords Budget Bidding Overview: Successful search creative delivers the right message for the right moment. Following text ad creative best practices can improve ad relevance and drive more qualified clicks. ·· Ensure all aspects of the ad (headline, description, URL paths) contain keyword themes or phrases ·· Use brand name copyright/trademark symbols (®,©,™) where applicable ·· Always include call-to-action (sign-up, shop, enroll, etc.) ·· Include enticing offers or promotions ·· Take advantage of ad extensions ·· Perform A/B testing frequently to identify top performing creative
  17. 17. 17 Term Definition Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions. Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you can view conversions from those ads in the Reports section of Ads Manager. Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win the auction. If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We also recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads. Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend. Bid You can use automatic or manual bidding depending on how you want to pay for your ad. - Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions at the best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad. - Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid. If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify. Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks (CPC) or impressions (CPM), you’ll be charged no more than the bid you specify. Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page Conversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript code that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to buy a product). ConvR (CVR) Conversion Rate, calculated as conversions/clicks CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions Glossary
  18. 18. 18 CPC Cost per click, calculated as spend/clicks CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received. CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received. CPConv= Cost Per Conversion, calculated as spend/conversions CPE Cost per engagement, calculated as spend/conversions CPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leads CPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions CTR Click-through rate, calculated as clicks/impressions - CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions. - Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would be 2%. Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. Engagements Engagement quantifies how much user interaction there is with your campaign. - Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See Follow Rate or CPF. - Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet. - Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend. Engagement Rate Engagement Rate, calculated as engagements/impressions Frequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of a campaign. Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any impressions generated organically are not counted. - On Mobile this is counted as the first time the ad was viewed - On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen - Promoted Accounts: The number of users who see a Promoted Account. - Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results. - Promoted Trends: The number of users who view the Promoted Trend. Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.
  19. 19. 19 Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points in the middle of the funnel. Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad. Page Mentions The number of mentions of your Page as a result of your ad. Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your ad. Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of information: 1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand 2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup tool Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be seen by at least 500 people to receive a relevance score. Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that reflects the combination of all parts of a company’s interaction with its customers on Twitter. Source Audience A source audience is the audience a Lookalike Audience is based on. Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while creating an ad. Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be reaching. Increase your bids and budget to reach more of your targeted audience. Unpublished Page Post or “Dark Post” An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create an ad for that post without it appearing on your Page’s Timeline. User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a disruptive experience.
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  25. 25. 25 NAME: COMPANY: On a scale of 1 to 5, with 5 being the best, how valuable did you find the overall workshop? 1 2 3 4 5 Which parts of the workshop did you find most valuable and why? Which parts of the workshop did you find least valuable and why? Would you like to sign up for 360i’s Weekly Blog Digest? Y / N If Yes, please provide your e-mail: On a scale of 1 to 5, with 5 being the best, how valuable and informative were each of the sessions? Data-driven Insights Understanding the Millennial Donor 1 2 3 4 5 Mobilizing Expanding Your Social Community 1 2 3 4 5 Boost Your Search Presence 1 2 3 4 5 The Power of Influencers 1 2 3 4 5 Guest Speaker: GirlForward 1 2 3 4 5 Closing Keynote 1 2 3 4 5 On a scale of 1 to 5, with 5 being the best, how would you rate the length of the workshop? 1 2 3 4 5 On a scale of 1 to 5, with 5 being the best, how would you rate the location of the workshop? 1 2 3 4 5 What inspired you to attend the workshop? Are there any specific topics or challenges you face as a nonprofit that you were not covered or you would like to see covered in the future? Is there anyone you feel would benefit from this workshop in the future? Please add their name/email and we’ll invite them next time. In the space below, please provide any comments about the den and/or your overall experience, or any other suggestions you have for how we can make the workshop better. Thank You! Please deliver your completed survey to the marked location at the cocktail party for a chance to win prizes! Winners will be announced at the cocktail party, and you must be present to win. 360i’s The Den Survey Thank you for spending the day with us in our digital education for nonprofits workshop. Your feedback is very valuable and will be used to inform future den workshops. Please deliver your completed survey to the marked location at the cocktail party for a chance to win prizes! Winners will be announced at the cocktail party, and you must be present to win.
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