Deeper, smarter engagement of donors
– Insight into Modern Marketing
Derek BellMarketing Cube @derek_bell
Claire WytcherleyDiabetes Australia - Victoria
Proudly Sponsored by
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Marketing 7 + years ago
Volunteers Door Knocking
Snail Mail
Booklets/ Brochures
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People’s expectations have changed
Expect easy Access
Social Media
Demand Security & Privacy
Expect Mobile/Responsive Access
Expect Recognition
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Did you meet Jackson?
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Maybe you met Tracey?
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We call this Modern Marketing
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This mornings session• Deeper Engagement
• Digital Marketing is a disruptive technology you have to compete for people’s time
• Smarter Engagement
• How can you enhance your Donor/member experience & create a long an lasting relationship?
• A case study, how did Diabetes Australia -‐ Victoria improve their donor engagement with Marketing Automation?
• Cost savings & an overall vision of the future
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What is a disruptive technology?
iTunes Launched8
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• People's expectations are now the same across all of their interactions.
• Expectations around security and specifically where payments are made are very high.
• Social now leads the charge in many demographics and it's only going to become more so.
• I can’t get my 71 year old mum away from her iPad!
Digital Marketing in 2015
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Deeper Engagement.
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“It’s just as important to engineer the experience as it is to engineer the product [or service]”
Woody Driggs, Ernst & Young Global Customer Leader
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Source: How to copilot the multichannel journey, Ernst & Young, 2014
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Understanding your donor• It’s April and you’re thinking about your 2014/15 Tax campaign.
• You have 168,000 people in your database.
• You have 54,400 contacts with an email address.
• 34,560 of these have “opt-‐ed” in, you think!
What are you going to do?
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Understanding your donor
Jason Pamela
• Opera & ballet
• Grand children
• Meals On Wheels
• Gardening
• Rock Climbing
• Single, but looking
• Accountant
• Youth Mentor
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Developing Persona’s helps you build smart content, appropriate to your target donors.
Content Marketing
Persona Development
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1. How is this relevant to my donors/supporters? 2. What are our success metrics? 3. How do I maximise my daily efforts? 4. What purpose does my content serve?
Content Marketing Best Practices
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A Process/Methodology for Content Marketing
• PLAN: Define your strategy, think 3, 6 & 12 months from today.
• PRODUCE: The right content, the entire organisation should contribute.
• PUBLISH: Know your audience. “Hang” where they “Hang”.
• PROMOTE: Blogging, Social sites, your website.
• PROVE: Develop a content marketing dashboard.
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• Social shares
• Goal conversions
• Engagement
• Form completion
• Downloads
• Donation contribution
• Contest entries
• Email collection
Measuring Your Success
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1. Content marketing is the most direct way to relay your organisation’s purpose to a mass audience.
3. Content strategy starts with a mission statement.
4. Before you map out a content creation initiative, assemble a core strategy around value-‐based themes for your audience.
5. Social communities are helpful places to garner valuable information about how you can better be an information concierge.
6. The key to effective content planning and measurement is to implement repeatable processes for success.
7. To maximise the value of your content output, consider the marketing activities surrounding assets during the idea phase.
8. Data from content helps fuel smarter marketing decisions and enable better editorial offerings.
10. Branding and awareness goals aren’t typically quantifiable in terms of bottom line donation results.
11. Marketing goals typically measure the number of people who go from the aware-‐and-‐unknown stage to interested-‐and-‐known.
12. Well-‐timed, educational content that educates donors on topics related to your organisation supports engagement effectiveness.
An Essentials Recap on Content Marketing
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What are you going to do?
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A. Direct mail 168,000 people? B. Email 34,560 people & direct
mail to the balance?
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How about engaging with people based on
their expressed preferences?
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Smarter Engagement.
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Once you understand your donor, it’s time to get Smarter
about how you engage.
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How aware are you of your donor’s online & offline behaviour?
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Do you capture, store & engage donors based on their expressed preferences?
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Best FitWho are they?• Single, 25-‐35 years old • Completed university • Working full time • Australian Resident
Active InterestWhat have they done?• Website visits • Form activity • Email click-‐through • Social shares, retweets
Implicit DataExplicit Data
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Implicit Data
Explicit Data
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This is “Profile” data e.g. Age, Gender, Geo, Marital Status etc.
This is “Engagement” data e.g. visits to your website/s, Social, Email Opens, Form Submissions, Clickthroughs etc.
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An Engagement score delivers a level of insight right down to
the individual donor.
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Technology options for Modern Marketers
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The technology behind digital marketing
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CRM Marketing Automation
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Redwood&Shores,&California&2&June&25,&2013:&Salesforce.com,[NYSE:CRM],and,Oracle,[NASDAQ:ORCL],announced,today,a,comprehensive,nineDyear,partnership,encompassing,all,three,Fers,of,cloud,compuFng:,ApplicaFons,,PlaIorm,and,Infrastructure.,&h;p://www.oracle.com/us/corporate/press/1964798&
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Marketing work hard to nurture donorsUsing a marketing automation platform, like Eloqua with the campaign canvas, you to create fully automated journeys for every persona in your target audience delivering highly personalised and appropriately timed experiences for each person.
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Our data
Our donors
Our processes
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Our data
• 9 different databases • No source of truth • Inconsistent data
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Consolidation Salesforce (CRM) Eloqua
Our data
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Privacy
Source of truth
Our data
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Our donors• Have diabetes • 80% over 60 years old
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Segmenting Communicating Nurturing
Our donors
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Our donorsDonor engagement Email address acquisition Organisational buy-in
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Our processes
• Timely • Expensive • Date + donor knowledge = change
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Our processes
Segmenting Campaign Creation Nurturing
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Our processes
Reduced cost & manual time Confidence Understanding of our donors
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Our data
Our donors
Our processes
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Deeper Engagement Smarter Engagement
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Cost Savings
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Can a strong digital strategy, backed with the right
technology, save you money?
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Does your data look like this?
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CRM
Website Analytics
Events
Volunteers
Members
Donors
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Or perhaps it’s a blend?
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Website Analytics
Events• Volunteers • Donors • Members • Staff • Suppliers
CRM
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Modern Marketers Data
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Simply trying to push people into digital channels is not the
right strategy.
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Some resources for you
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• Harvard Business Review: https://hbr.org • McKinsey & Co.: http://www.mckinsey.com • Oracle Marketing Cloud Blog: http://www.blog.eloqua.com • The Content Marketing Institute: http://contentmarketinginstitute.com • Meetup: http://www.meetup.com • Dollar Photo Club: https://www.dollarphotoclub.com • My blog :-‐) http://derekbell.com.au • Marketing Cube Blog: http://marketingcube.com.au/#c-‐blogm
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1. View donors as individuals 2. Build personas 3. Develop a Content Marketing Strategy 4. Measure, measure and measure again 5. Begin the discussion to discover how Marketing Automation
can help you build Deeper, Smarter engaging campaigns.
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In Summary
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Q&A
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Thank you
@derek_bell
Marketing Cube Suite 2, Level 3, 85 William Street Darlinghurst, NSW, 2000 Australia Phone: 02 8244 0007 Email: [email protected]
About Us Since 2007 we’ve assisted organisations to realise the rich benefits of marketing automation with Oracle Marketing Cloud. If you’re looking to drive superior Donor/Customer Experience (CX), we can support you on that journey.
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