Post on 29-Jan-2015
description
Digital training
For a non-profitBrilliant Noise August 2013@brilliantnoise
brilliantnoise.com
Beth Granter@bethgranter
About Brilliant Noise
Client brands with similar needs
Customer (service user/campaigner/donor) first Earn attention & advocacyTransformative digital
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
Designing for success
TrainingPurpose
- Increase confidence in using digital communications
- Understand how to use digital in your day to day role
- Learn about digital trends
- Know what channels to use and how to integrate them
- Be able to set the right objectives for each activity
- Improve your understanding of measurement
Our conversation today - objectives
Context
Process
- Research
- Objectives
- Technology
- Measurement
Agencies
Our conversation today
Context
- Leaders: A mandate from a senior leader
- Clear values and vision: They know what the organisation is about
- Principles-led: Articulate how they want to operate
- Pilot & scale: Managed experiments with managed risk and clear metrics, leading to the building of systems and resources to build on success
- Frameworks & Governance: Systems to guide projects and connect key stakeholders
- Digital literacy: They invest in digital skills across the organisation
Six pillars of digital brands
Qualities of traditional vs. modern digital modes of communication...
Source http://www.facebook.com/ads/create/
Source http://www.google.com/publicdata
- 2011 UK population = 62M
- 82% of whom were internet users
- Currently 34M UK active Facebook users
- 14.8M of whom are over 35
- 7.6M of whom are female
http://blog.kissmetrics.com/social-media-by-demographic/ image http://blog.kissmetrics.com/social-media-by-demographic/
Demographics: age distribution
image http://blog.kissmetrics.com/social-media-by-demographic/
Demographics: gender distribution
image http://www.youtube.com/yt/advertise/en-GB/demographics.html
The 1:9:90 rule
Only 14% trust traditional advertising
Nielson trust advertising surveySource
http://blog.kissmetrics.com/social-media-by-demographic/74% trust peer to peer recommendations
Source Source: Nielson trust advertising survey
The long tail
Reach
Relevance
‘Short head’
Relevance
‘Long tail’
Broad reach e.g. The Sun
High relevancee.g. a campaigner blog
The wisdom of the crowds
Photo http://www.flickr.com/photos/billmorrow/
The wisdom of the crowds
Photo http://www.flickr.com/photos/biggreymare
Relevance
Crowdsourcing
Relevance
Crowdsourcing
Relevance
http://www.threadless.com/make/idea
Crowdsourcing
Popularity vs. influence
Integrated campaign planning
Tone & complaints handling
Tone - getting it wrong
Tone - getting it wrong
Tone - getting it wrong by $4,158,000,000
$4,158,000,000
Tone - getting it right
Tone - getting it right
What can we learnfrom Innocent?
image (cc) http://www.flickr.com/photos/jmcphotos/
- Acknowledge the issue as quickly as possible
- Keep statements simple and transparent
- Respond in the same social space and link to further information on owned spaces
- Ensure your team understands what can and can’t be said online
Rules of online issues management
Tone - response exerciseWhen mistakes happen...apologise
image (cc) http://www.flickr.com/photos/alltheaces
Community archetypesChampions: encourage
http://slidesha.re/12oZo9d image (cc) http://www.flickr.com/photos/aloha75
Community archetypesHall monitors: respect
http://slidesha.re/12oZo9d image (cc) flickr.com/photos/attig/
Community archetypesAxe grinders:don’t be defensive
http://slidesha.re/12oZo9d image (cc) flickr.com/photos/juanster
Community archetypesSage:Praise
http://slidesha.re/12oZo9d image (cc) fllickr.com/photos/edumillo
Speed - social media won’t wait
Speed - 42% expect response within 1 hour
- be agile/responsive
- trust each other
- be brave
- take risks (and be ready to apologise for mistakes)
- empower staff to make decisions irrespective of seniority (long lines of command/sign-off slow things down)
- be transparent & honest (telling the truth doesn’t take as much time as spin)
Speed within an organisation depends on its ability to:
Context
Process
- Research
- Objectives
- Technology
- Measurement
Agencies
Our conversation today
1. Listening / research / data
2.Objectives
3.Technology
4.Measurement
Process
Listening / research / data
Obama had the most quants on his
staff... and Nate Silver predicted the
result in 49/50 states.
"...they used their databases to tell stories. Or, more to the point, their databases and models were used so that Americans could tell stories to each other."
Felix Salmon http://goo.gl/GxfMp
“Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. That's the future of marketing, right there.”
Neil Perkin http://goo.gl/B6Mah
An integrated digital marketing
campaign is led by strategy,
underpinned by data.
US elections 2012
1. Research: listening
Why bother?
- Complements - amplify
- Questions - answer
- Influencers - engage
- R&D - trends to inform strategy & content
- Complaints and issues - management
- Competitors - compare
- Audiences - understand
http://www.flickr.com/photos/mkuram/image (cc)
Populations(audiences)
Existingaudience
Potentialaudience
DetractorsAdvocates& influencers
Habitats
Facebook Twitter
Website Email
Competition
Competitor
Competitor Competitor
Content & assets
Resources
DigitalEcosystems
- Educated urbanites and secure families:
- What sites do they visit?
- What do they search for?
- What are they talking about?
- When do they search/post/tweet?
- Who are the influencers of your target audience?
- What are your competitors doing online?
- Where - regional variation
- Use: Google Ad Planner; Google Trends; Topsy; Tweriod
1. Research: audiences, platforms, competitors
About your followers or those you follow:
- Where are they?
- How many followers do they have?
- When are they active?
- What are their interests?
- ...and many more
1. Research: your followers on Twitter - Followerwonk
- Pages from the UK
- Discussions > Recency
- OR Blogs > Homepages
1. Research: finding blogs / forums
1. Research: buzz monitoring
Buzz monitoring
- Volume of mentions
- Top sites
- Top authors
- Top tweets
- Top news articles
- Trending topics
- Volume by category / department / campaign / branch
1. Listening / research
Now you can:
- Find out who your audience is
- Find out where your audience is
- Find out what your audience is interested in
- ...use this to define your strategy
Objectives
2. Objectives - exercise
Owned
Bought Earned
2. Objectives - exercise
- What kind of objectives are met by each type of media?
Owned
Bought Earned
2. Objectives - exercise
- What three objectives do you want social media to meet?
2. Objectives
- Create buzz and awareness
- Build loyalty through engagement
- Drive traffic?
- Short term / long term
- Build influencer relationships
- Customer relationships
- Market research
2. Agree objectives, then define metrics
http://www.flickr.com/photos/darrenhester/image (cc)
Technology & trends
image (cc) http://www.flickr.com/photos/theloushe
Twitter can be useful for
- Listening as well as responding
- Influencer mapping
- Identifying hot topics
- Issues early warning system
- Reaching new audiences with your news
3. Technology - Twitter
anatomy of a tweet
AvatarUsername
Message: 140 characters or less
Reply / retweet / favourite
Embedded media: TwitPic
Replies
Reply box
Timestamp
URL
Retweets / favourites
hashtags
hashtags
Using Facebook user data to provide personalised experiences
Integration with Facebook
noonedeservestodie.org
Integration with Facebook
noonedeservestodie.org
Integration with Facebook
noonedeservestodie.org
Integration with Facebook
noonedeservestodie.org
Animated infographics
noonedeservestodie.org
Animated infographics
http://www.youtube.com/watch?v=kX-WnlOCvXw
Visualising advocacy
image (cc) http://www.flickr.com/photos/ari
image (cc) http://www.flickr.com/photos/ari
To make people feel part of a movement,
“I’m part of something big”.
To motivate people to complete an action or pass it on.
Why visualise advocacy?
Highlight areas where advocacy is high/low, which MPs have been targeted - “I can make a difference / I’m needed”
Reflect how local communities feel about issues - “This is relevant to me”
To further motivate people to complete an action or pass it on
Why map advoacy?
Mapping advocacyof campaign supporters
Mapping advocacyof MPs for/against a bill
Mapping issues
http://n.pr/192N0NS
Your own CRM / campaign database
Engaging Networks CRM
The Public Whip (voting data)
mapit.mysociety.org
TheyWorkForYou.com (constituencies)
Google.com/fusiontables (map it)
mapbox.com/tilemill (style it)
j.mp/uk-constituencies
http://j.mp/visualising-advocacy
Resources for mapping advocacy / issues
“The purpose of an annual report is to inform, inspire and steward stakeholders, but trying something creative on a popular new platform generates additional benefits: Press coverage and buzz for the cause.” - Osocio
http://bit.ly/13FEbbY
Calgary Zoo Annual report on instagram
Vine
Vine
Virals
Virals
Don’t believe an agency who promise you a ‘viral’ - too much chance/luck is involved. What goes viral is:
brilliant content,
at the right time,
shared with the right people,
that’s usually funny/cute
and/or amazingly inspiring,
is VERY easy to share,
and its content makes you want to share it.
Influencer engagement
French Red Cross use meme style and ‘cute’ imagery
to promote first aid training course, depite serious nature of topic
- Osocio
http://bit.ly/1cILm6x
Bloggers
Bloggers
- Conversational but professional tone of voice
- Tailor communications – send interesting bullet points not attached press releases
- Make them aware of other social assets that they can use
- Refer to interesting posts to show you’ve read their blog
- Build proactive relations with key contacts
Technology - blogger outreach
- URL
- Project/s posted about
- Overall blog subject
- Inbound links
- Google PageRank
- Notes
Technology - blogger outreach
- Date contacted
- Date responded
- Response
- Address
- Email/contact form/comment
- Read the forum rules
- Contact the forum owner directly if unclear
- Members are often highly engaged with each other holding in-depth conversations, make sure you don’t just interrupt
- If you’re responding to a forum thread, be prepared to join a conversation rather than post a stand alone comment
Technology - forum outreach
Slideshare
APIs - Facebook connect
APIs - Facebook connect
- personalised
- direct calls to action
- not too long
- optimised for mobile
- use your data to customise content
- use email open/engagement data to feed back into your CRM
- segment your audiences - donors, fundraisers, campaigners etc. but offer them the opportunity to cross segments
- promote social channels and on-site content
Email best practice
flickr.com/photos/epsosimage (cc)
- RWD has one version of the content, which fits to any viewing device (tablets, mobiles)
- Alternative is mobile version of site e.g. m.shelter.org.uk
- Risk to SEO - additional info needed for mobile site
- Don’t build an app unless it’s really needed - long term, repeat value to user, or ongoing entertainment
Responsive web design / optimising for mobile
flickr.com/photos/aticoprimeraimage (cc)
Context
Principles
Process
- Listening / research
- Objectives
- Technology
- Measurement
Agencies
Progress...
Measurement
1. Research: buzz monitoring
http://www.flickr.com/photos/darrenhester/image (cc)
Refer back to your baseline report and translate changes in data into meaningful insights
- Are you engaging the right people?
- Are you meeting your objectives?
- Which tactics and themes are working well / aren’t working well?
- How can you improve your campaign?
- Is any of the above relevant to offline activity?
Measurement
Measurement - Brandwatch
Measurement - Facebook insights
- Measure volume of mentions over time
- Up to three months history free
- Paid options to export data & track ongoing
Topsy
- Measure estimated reach of past 50 tweets matching search term
- Additional volume available on paid accounts
- Top contributors
- Timeline of tweet volume
- Most retweeted tweets
- Download XLS or PDF
Tweetreach
Twittercounter
- Measure volume of followers over time
- Up to three months history free
- Paid options to export data & track ongoing
Google Analytics
- Traffic sources > Social
- Bouncing pages
- Set goals
Keeping track of metrics
- audience size
- reach
- engagement
- advocacy
- what are YOUR objectives?
- use the customer decision journey to define these
- who is responsible for defining, measuring, reporting?
flickr.com/photos/cambodia4kidsorgimage (cc)
Context
Process
- Research
- Objectives
- Technology
- Measurement
Agencies
Our conversation today
Working with agencies
Project objectives should reflect organisational
goals
KPIs should reflect project objectives
Targets should be realistic,
meaningful and measurable
Don’t assume you need to build
something new.Consider the platforms you already have.
Integration: ensure creative, digital,
social, ad agencies work together from the start. Don’t try
and add social afterwards.
Longevity & resource: consider
how long the project could run
for & need supporting
Research: what data do you
already have?
Pilot: test the water before launching big
projects
Low barrier to entry: don’t ask the audience to do too much.
People are lazy. (1:9:90)
70% low risk20% innovation
10% high risk
More http://goo.gl/BydMQ
Conclusion
Next steps What new things are you going to try now?
Thank you
@brillantnoisebrilliantnoise.com