building digital channels seminar_presentation 250614
TRANSCRIPT
Building Digital Channels
Lawrence SumDirector of Communications
Scottish Bible Society
With more than 2 billion internet users worldwide......and over half requiring it for their everyday lives for business and communication......how can the digital channel helps us in our ministry?
• Audience• Objectives• Channels• Creative• Measurement• Test & Learn
Brief
Audience
Audience
• Who is your audience?
• How do they communicate with you?
• How do they access digital channels?
• What digital channels do they use?
Audience
Audience
Questionnaires Online Survey
Telephone Interview Focus Group
• 66+ years old• Female• Traditional church background
• Likes to receive our letters• Likes to use telephone
• Likes to use tablet for communication• Reads news on tablet
• Likes to use websites, social media and communication channels
Audience
Who ? Communication preferences?
Digital access
Digital channels
• What do you know about your audience?
• Do you know what digital channels they use?
• Do you need to carry out some research to find out more?
Audience
Objectives
• What do you want to achieve?
• What is the desired outcome?
Objectives
Objectives
Brand Awareness Direct Response
Objective Create (or maintain) awareness for your brand
Create interaction with your customer
Creative Strategy High impactEmotional
Strong call-to-action
Focus on LifestyleMust have
Do it or need it now
Outcome Affinity and identityRelationship
Transaction
Objectives
Brand Awareness
Objectives
DirectResponse
Objectives
Brand Awareness
Objectives
DirectResponse
• What do you want to achieve from your digital channels? (e.g. direct response and engagement)
• What is the desired outcome? (e.g. email sign-up, online sales, donations)
Objectives
Channels
Channels
Website is at the heart of adigital strategy
Channels
Many ways which people can access digital channels
Channels
Responsive web design
Channels
Channels
Channels
• Over 9k email addresses• Regular monthly eNews• Separate email style for church leaders
Channels
• Google Adwords campaign• Provided 10 to 30 additional visitors per day to the project microsite
Channels
• Twitter followers continue to increase• You Tube channel supports video content and engagement• Facebook auidence growing
Channels
• Bible Society of El Salvador• Facebook devotionals• ‘3 minutes a day’
Which digital channels can help you reach your objectives?
Channels
Creative
• What is the primary message?
• What other messages do we want to communicate?
Creative
Creative
Where we spend most time reading
Creative
Website
You Tube
Creative
Integrated multi media campaign
Website
Direct mail Mobile
Creative
Creative
• Google Adwords campaign• You Tube video• Facebook & Twitter posts• Email campaign• Objective is to obtain bookings
• What is your primary message?
• What other messages do you want to communicate?
• How can your messages help you reach your desired outcomes?
Creative
Measurement
Measurement
• How do we measure change?
• Is there a target we want to achieve?
Measurement
Website
Social
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Open Rate
Industry Average
Measurement
Measuring change
Measurement
• What tools do you have to measure change?
• What is your current benchmark and what is your target?
• Who will be measuring change and report the results?
Test & Learn
Test & Learn
How can testing help you understand more?
• Direct mail campaign• Thank you letter to donors telling them to find out more about project on website• Dedicated page on website to measure response.
Test & Learn
Test & Learn
• What small change(s) can you make?
• Is there an opportunity to test?
• What can you learn from this test?
Brief
• Audience• Objectives• Channels• Creative• Measurement• Test & Learn
Brief
Brief
