Lisa Kagel: My year of making apple pie: Building a meaningful and relevant content experience at...
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My Year of Making Apple Pie: Building a Meaningful and Relevant Content Experience Lisa Kagel May 2016
Transcript of Lisa Kagel: My year of making apple pie: Building a meaningful and relevant content experience at...
My Year of Making Apple Pie: Building a Meaningful and
Relevant Content Experience
Lisa Kagel May 2016
§ Mission § Vision and Approach § Putting it into Action
§ Mission § Vision and Approach § Putting it into Action
The American Red Cross prevents and alleviates suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors
We respond to a disaster every 8 minutes – 90% are home fires
150K
40%
§ Mission § Vision and Approach § Putting it into Action
The holy grail of personalization and relevancy
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Value Proposition: Our content and user experience should provide a reason to believe:
“When I need help, the Red Cross is there. When I help the Red Cross by donating time or money, I am making a difference.”
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Approach: Use content and UX to move people down the continuum from awareness to action
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Awareness
• Disaster Services pages show in relevant organic search results • Visitors easily find information they are looking for when they get to RedCross.org
Education
• Read through preparedness information • Watch a video to learn how Red Cross responds to Home Fires • Review infographics to learn how Red Cross spends money on local disasters
Consideration / Intent
• Search for volunteer opportunities on RedCross.org • Search for a shelter • Sign up to receive emails
Action
• Download the emergency app • Sign up to be a volunteer • Donate money online
Guiding Principles
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METRIC BASED
CUSTOMER RELEVANCY
SIMPLIFY & STREAMLINE
ENGAGE & INSPIRE
OUTCOME DRIVEN
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Awareness Purchase
Rat
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Awareness Purchase
Rat
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Checklists
Webinars
Intuitive checkout across devices
Inspirational Video
Acquisition email
Text Acquisition
(CRM)
Text to Give
Podcast series
Apps Digital “Pop-up”
stores
Photo Galleries
Retention email
Quizzes / Polls
SEM/ SEO
Personalization / Targeting
Digital Ads / Retargeting
Ratings/ Reviews
User Generated Content
Blogs
Content Partnerships
eBooks
Thought Leadership
Educational Guides
Coupons / Trials / Thank
you Gifts
Articles / News Stories
Text Retention (CRM)
Infographics
Sweepstakes / Contests
Case Studies / White Papers
Online Events
Hashtag campaigns
Interactive Gaming
Experiences
Celebrity endorsements /
partners
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Awareness Purchase
Rat
iona
l Em
otio
nal
Checklists
Webinars
Intuitive checkout across devices
Inspirational Video
Acquisition email
Text Acquisition
(CRM)
Apps
Photo Galleries
Retention email
Quizzes / Polls
SEM/ SEO
Personalization / Targeting
Digital Ads / Retargeting
User Generated Content
Blogs
Content Partnerships
Thought Leadership
Coupons / Trials / Thank
you Gifts
Articles / News Stories
Text Retention (CRM)
Infographics Case Studies / White Papers
Online Events
Hashtag campaigns
Celebrity endorsements /
partners
§ Mission § Vision and Approach § Putting it into Action
Content Framework
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Desired Outcome
Audience and Needs
Stage and Strategy Relevant Messages / topics
Measurement
Attract & motivate donors
Potential & Current Financial Supporters • Where does my money
go? • Why should I donate to
the Red Cross (vs. other charities)?
• Why does the Red Cross always ask me for money - don't they only need it during a disaster like Hurricane Sandy?
• How does the Red Cross use donor dollars?
• How can I donate? • Ilivein(orcareabout)a
communitythatisexperiencingadisasterandwanttohelp…
• I'minterestedinlearningwhattheRedCrossisdoing/hasdoneforamajordisasterIheardaboutonthenews...
Awareness & Education:
Consideration / Intent
Action:
Storytelling + proof
Convince potential donors they personally make a difference
Provide a seamless donation flow
Examples: • ARC responds to a
disaster every 8 minutes • Evolution of disaster
services • Our workforce is primarily
volunteers • Stories of people who
have been helped
• $100 provides hot meals for 10 people, $200 supports a full day of emergency shelter for a family of 4
• An average of 91 cents of every dollar ARC spends is invested in services & programs
• 1 page responsive donation flow
• Easy access to mail form and 1800#
• Page views • Video plays • Searches
• Visits to Donate section after viewing Disaster Services content
• Online donations – total revenue, # of transactions, AOV
• Mail in donations • Call in donations
Behavior driven personas
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Jorge – the Online Sustainer
I click through the
hashtag and watch a video by celebrities
whose houses
burnt down
I had no idea home fires were such a
problem. I’m glad they’re
doing something!
I follow a link to the Red Cross website to learn more about this campaign
The video is funny but also sad. I
hope it works and
saves so many lives.
RCO
I retweet it to my
followers
Just doing my small
part
The Red Cross feed has a lot of celebrities
talking about
#2steps- 2minutes
It’s about fire? Not sure why
Red Cross is involved in
this.
I click through to @redcross
I’m skeptical: the Red
Cross is like the biggest
oldest charity
I read through
their feed and see a post that they need
blood donors in
my city
They used to do blood
drives at my school - so important!
I read about their
celebrity auctions
Wow, I didn’t
expect a big brand like
the Red Cross to get
creative
RCO
I want to start giving back, and I asked my twitter
followers to recommend
charities. One of the
suggestions was
@redcross.
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Customer Journey: Potential First-Time Donor
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I move on to my next suggestion
Red Cross is important
but I would I have any impact?
Charity.Water
I read their
mission statement and skim the rest of the page
I like these ideas but
honestly this is just over-whelming
RCO
People-friendly tone
& content
I see a Donate
Now box at the bottom of the page
I don’t even know what
they’re asking – donate to
their values?
RCO
I look at the
homepage. The Red
Cross has a lot going
on: floods, and classes and blood
drives.
They’re so big. Where can I fit in? Where do
we relate to each other?
RCO
I mouse around
their nav and click a link called Mission &
Values
This will clarify
things for me
RCO
I scroll back up; there’s a
big Donate
button but I click the
logo instead
The fire stuff is cool but I’m not
ready to commit yet
RCO
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Customer Journey: Potential First-Time Donor
Showcase local impact
of the mission
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On exit, CTA to sign up to be contacted
when we need you
Twitter Presence Opportunity: Leverage the excellent, timely and interesting content that ARC shares via Twitter into conversations/engagement with supporters and the wider community. https://twitter.com/RedCross?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
Easy Social Sharing Strength: Across RCO and social media, ARC makes it easy for visitors to market our content to their friends & followers.
Context (Mission) Opportunity: Consider providing context around campaigns (like home fire) that might not fit the average person’s understanding of what the Red Cross does.
Celebrity Marketing Strength: Millennial-focused 2Steps2Minutes makes meaningful use of celebrities who have experienced home fires, plus creative use of others who are willing to help http://www.redcross.org/2steps2minutes
Mission Presentation Opportunity: Consider increasing the appeal of the Mission & Values page by bringing in Red Cross voices (staff, volunteers, clients, supporters) to explain the principles and why they are meaningful; offer local examples via social feed; tell the story of how RC partners with small, effective local groups http://www.redcross.org/about-us/who-we-are/mission-and-values
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Moments of Truth Potential First-Time Donor
SMS Re-Contact Opportunity: Encourage visitors to sign up for alerts “when we need you” and develop a mission-wide recontact strategy that includes financial support, volunteering, blood donation, etc.
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Story Telling + Proof: Multimedia, Infographics, Tools
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For end of year giving, we customized landing pages with localized stats and stories in 10 key markets
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2Steps2Minutes uses video, celebrity partnerships, and an online auction to target and personalize the cause and the action for younger donors
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Sometimes, its as ‘simple’ as making sure the experience is consistent all the way through. We’re also A/ B testing landing page benefits language
What’s Next?
§ More A / B testing § Using customer journeys and content together to
fully optimized the customer experience § Diving deeper in SEO to identify content
opportunities § More expanded content types using more imagery
and video § Balancing the mobile and desktop experiences
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Thank you!
Donate at www.redcross.org Text REDCROSS TO 90999 TO GIVE $10
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