awca 26th march - social and online recruitment marketing
DESCRIPTION
TRANSCRIPT
Who we do it for...
3
What we achieve...
But it’s not just about quan9ty...
• Quality carers reduce internal resource spent on unsuitable leads
• Best way to ensure quality is by:– Hyper-‐targe*ng your marke*ng– Educa*on prior to enquiry
4
“…we’ve massively increased the reach of people who are interested in fostering, reduced our cost per enquiry by 75% and cut our enquiry-to-conversion ratio by a half…”
The Challenge
Reducing Cost per Acquisi9on
Minimal Margin of Error
Limited Resources
Knowledge Gaps
ROI
Privacy Concerns
Manage
Measuring Success
Targeting Carers at different stages of their decision-marking process
1) Already considering foster care– Proactively searching
2) Haven’t considered foster care– Display Advertising
3) Reconsidering foster care– Remarketing strategy
4) Referrals from current foster carers– Testimonials on your landing pages– Social Referrals
7
Online Targe9ng Op9ons
What are potential carers searching for?
Think laterally to achieve relevant traffic at lower CPCs...
There are 14,800 Google searches on “foster care” in Australia per month, 4,400
via mobile
Importance of Nega9ve Keywords!
No. of Searches Last Year in NSW
12
Your Target Audience on Facebook
There are 3.325 million Facebook users 18+ in
NSW
46,960 are Aboriginal
84,920 are interested in fostering/paren9ng
43,500 are same sex couples
543,400 are Young Married Couples (age 20-‐38)
853,320 are 50+
194,660 are single females aged 20-‐45
180,800 are 35-‐60 with children aged 12+
10,020 students or graduates aged 20-‐28 in caring professions 78,580 speak an
Asian language
14
Building Effective Ad Campaigns
Creating Multi-Variate Campaigns
• Reach• Click through rate (CTR)• Response• Return on Investment (ROI)• Market Intelligence• Benchmarking
17
Measuring Success
18
19
What are Facebook Apps?
20
21
Your Carers are Mobile...Ensure Your Marke9ng Is
22
• Australia is 2nd globally for Smartphone usage (Google and IPSOS, 2013)
• 49% ofAustralian adults used a smartphone in the last 12 months (Australian Communication and Media Authority)
Checklist✓ Is your website mobile enabled?✓ Do you run mobile advertising?✓ Do you have mobile enabled landing
destinations?
Upskill your Team
Non-traditional Methods for Recruiting Quality Foster Carers: Facebook and beyond…
• How to represent your fostering brand online across platforms• How to communicate effectively with carers online• Best practice marketing tips for Privacy, Moderation and Crisis
Management on Facebook• Achieving more for less: return on investment from Facebook and
Google advertising
23
To find out more about CCWT’s in-house training, please contact:Susan Hynes02 9281 [email protected]
