Digital & Social Media Marketing Strategy & ProcessesMARCH 2016

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Performance Measures (Digital & Social)Type Data

Key Performance Indicators • # of Email Addresses Collected • Baseline: $1.50-$2+ per email

• $ of Donations Made Online • Baseline: approx. $3.75 per donation page visitor in 2015

• # of Applications (Volunteer, Ambassador, Partner Requests) • # of Downloads (Brochures, Infographics, Media Kits)

Secondary Indicators • Web Metrics (Page Views, Users, Time Spent on Site, Bounce Rate, Referrals)• Social Media Metrics (Followers, Engagement, Referrals to Web Site)• Demographics (Location and #s of Web and Social Media Visitors)• Blogger Outreach Efforts (# of Posts & Audience Size)• Search Engine Ranking

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HelpMeSee’s Digital Universe

•HelpMeSee.org - Digital hub which serves all audiences. Traffic sources include search, paid ads, social media, email, and web visitors.

•Microsites – Small sites serving niche audiences, such as partners, countries, or campaigns. Traffic sources depend on site content.

•Social Media – Brand representation on social networks, including broad (Facebook) and niche (Twitter, LinkedIn) audiences. Helps promote brand awareness, build donor relations, and drive traffic to websites.

•Email marketing – Communicate directly with targeted audience of donors and supports. Helps drive web traffic and convert donations.

•Landing pages – Single page sites designed to answer queries ONLY from search ads (AdWords) in a targeted. Helps support KPIs like email submissions, donations, and drive web traffic.

www.HelpMeSee.

org

Microsites

Social Media

Email marketing

Search Ads /

Landing Pages

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Why use Landing Pages?

Landing Pages- Answers queries from keywords

used in search engines- Single pages, serving individual,

targeted search intent- Can be rapidly developed, edited, and managed internally (weekly)- Supports targeted KPIs, such as

emails or downloads- Search traffic only,

free access to $10K of Google Ads- $99 per month for unlimited pages

Microsites- Provide information with niche

audience- Can be a single-page or multi-page sites, serving broad mutual interests

- Can be edited or updated by multiple collaborative groups

- Supports broader organizational goals/communications objectives

- Multiple traffic sources, plus costs to promote page- $110 per hour for X pages

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Online Testing (Optimization) Online is a crucial component of continuous optimization

Continuous optimization needs to drive online testing criteria

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Sales Funnel

A sales funnel is a marketing system. It's the "ideal" process you intend your customers to experience as they go from Prospect to Lead

to Customer to Repeat Buyer.

https://www.convertwithcontent.com/the-content-marketing-

sales-funnel/

Value of subscriber is different for each medium & based on a calculation of donations, mailings, expenses and drop-off rates.

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Building Pages for All Audiences: Types

•Competitive - like making quick decisions based on logic; they view speed and decisiveness as an advantage.

•Spontaneous - also make quick decisions, but these decisions are driven more by emotion than logic.

•Methodical - take their time to make the most informed decision possible — they read the fine print before making a choice.

•Humanistic - want to ensure their values align with a company before becoming a customer; ethical approval from peers is important.

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Building Pages for All Audiences - Conversion Motivation Theory

•You need conversion momentum in order to build and motivate prospects towards performing your desired action.

•On a landing page, that usually means either: clicking a call to action, or filling out a form.

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Audiences MotivationsAB

C

D

1

2

3

45

CTA

CTA

CTA

# Type Description

A Spontaneous Driven by emotional benefits

B Competitive Make smart decisions quickly

C Analytical Seeks evidence, reads fine print

D Humanistic Responds to “story” based marketing

# Type Description

1 Attention Eye catching visuals that capture the imagination

2 Needs Introduce the problem and why change is needed

3 Satisfaction Explain the “solution” to the “problem”, and why it will work

4 Visualization Tell a story/testimonial/example that helps solidify idea and personal benefits

5 Action Trigger to take action, make a decision

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How does Page Quality Affect Ads?Higher quality ads lead to better position. This is affected by CTR, ad relevance & landing page experience.

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Click Through Rate for AdWords

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Digital Marketing Audiences (By Language) English Dutch Chinese Traditional Chinese Simplified

Accounts Facebook, Twitter, LinkedIn, YouTube, Instagram, (Pinterest), AdWords

Facebook Facebook, Instagram, AdWords

Weibo, WeChat, Baidu (Yahoo, Bing)

Audiences – Primary United States Netherlands Singapore, Hong Kong, Taiwan

Mainland China

Audiences – Secondary Ireland, Australia, Canada, United Kingdom, India

N/A United States N/A

Audiences – Tertiary New Zealand, Israel, South Africa

N/A N/A N/A

Patients India, Nepal, The Gambia, Indonesia

Mainland China, Malaysia

Partners USAID, Lions International, HelpAgeIndia, RCM Technologies, Columbia University, Gates Foundation, Ben Gurion University, SenseGraphics, Harman, InSimo

N/A N/A Shandong Jinghua Eye Hospital, Heui Eye Hospital Wenzhou

Volunteers United States N/A Hong Kong Mainland China

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Digital Marketing Audiences (By Language)French Spanish Portuguese

Accounts Facebook Facebook Facebook

Audiences – Primary France Spain Brazil, Portugal

Audiences – Secondary Canada Chile, Argentina, Uruguay, Panama, Mexico

N/A

Audiences – Tertiary N/A Colombia N/A

Patients Madagascar, Togo, Senegal Peru, Mexico N/A

Partners Trafigura N/A N/A

Volunteers Africa Latin America N/A

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Landing PagesLanding Page Name Content Description Conversions Audience

What is Cataract Blindness?Brief cataract blindness definition & the HelpMeSee solution Email, Website Referral Donors, Potential Donors

Who is HelpMeSee?HelpMeSee's campaign, the challenge & our solution Email, Website Referral Donors, Potential Donors

Eye Health & CataractsHow do keep your eyes cataract free & the cataract blindness challenge Email, Website Referral Donors, Potential Donors

Eye Disease and Public HealthEye diseases, public health issues & the epidemic of catatarct blindness.

Email, Website Referral, Application Partners (Public Health)

Visual Impairment & Cataract BlindnessThe differences between cataracts causing visual impairement and blindness

Email, Website Referral, Application Donors, Potential Donors

Surgery for Cataract Blindness

A laymen's description of MSICS and how this is an efficient solution for cataract blindness

Email, Website Referral, Application Donors, Potential Donors

Manual Small Incision Cataract SurgeryThe ins & outs of MSICS & our training program

Email, Website Referral, Application

Partners (Corporate, Academic, Government)

HelpMeSee Eye Surgery SimulatorThe ins & outs of the HelpMeSee Eye Surgery Simulator.

Email, Website Referral, Application Partners (Public Health)

What is the HelpMeSee Difference?The HelpMeSee difference from our competitors Email, Website Referral Donors, Potential Donors

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Landing PagesLanding Page Name Content Description Conversions Audience

Blindness & Poverty The links between blindness & poverty Email, Website Referral Partners (Public Health)

Blindness & Gender The links between blindness & gender Email, Website Referral Partners (Public Health)

Working/Volunteering with HelpMeSeeAn overview of the opportunities of working with HelpMeSee (can be refined)

Email, Website Referral, Application Volunteers, Career

Helping the Blind See

A description of what HelpMeSee is doing, our challenge & solution, & the benefits of collaborating with HelpMeSee

Email, Website Referral, Application Partner

Donations (Give Now) The current Give Now page.Email, Website Referral, Donation Donors, Potential Donors

Microsites The various micro-sites. Email, Website Referral All

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Social Media TargetsPlatform Language Audiences

Facebook All (except Chinese Simplified) Donors, Patients, Volunteers

Twitter English Donors, Partners

LinkedIn All Partners, Volunteers, Employees

YouTube All (except Chinese Simplified) Donors, Partners, Volunteers

Instagram English, Chinese Traditional Volunteers

AdWords English, Chinese Traditional Donors, Partners, Volunteers

Yahoo, Bing English (HK), Chinese Traditional Donors, Partners, Volunteers

Weibo Chinese Simplified Donors, Volunteers, Partners

WeChat Chinese Simplified Donors, Volunteers, Partners

Baidu Chinese Simplified Donors, Partners, Volunteers

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Social Media Post (Monthly)Process Developer Description

1. Write, Determine Goal (Engage, Share, Consume, KPI?) & Audience for Social Media Post

Global - Matt H. & BradSM Associate for Language

Write posts with complete text and rudimentary graphics and place in PPT. (Any content about China is to be approved by China team, regardless of language.)

2. Approve Global - Matt H. & Brad Provide approval to develop content.

3. Multi-Lingual Post If applicable translate into other languages. If this is not-English translate into English.

3a. Translate SM Associate/Translator

3b. Approve Translation Marketing Chief (Regional)

4. Create & Post SM Associate Post or schedule to social media platform(s).

5. Engage SM Associate Engage with post as per social media best practices.

6. Analyze Global - Matt H. & BradSM Associate for Language

Report and follow-up on success of posting

SM Associate is designated person within for social media within regional offices.

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Social Media Post (Monthly)Global Social Media Posts (Monthly)

Glob

al

Socia

l Med

ia

Socia

l Med

ia

Asso

ciat

e (T

rans

lato

r)

Write English SM Post,

Determine Goal &

Audience

Translate for Regional Offices Create Post

Create Post

Engage

Engage

Analyze

AnalyzeTranslate Post

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Social Media Post (Monthly)Social Media Posts from Regional Marketing Office, Non-English (Monthly)

Glob

al

Socia

l Med

iaSo

cial M

edia

Ass

ocia

te

(Tra

nsla

tor)

Write non-English SM

Post, Determine

Goal & Audience

Translate for Global Offices Create Post

Create Post

Engage

Engage

Analyze

Analyze

Translate Post

Meets Guidelines

Cancel Post

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Blog PostProcess Developer Description

1. Write, Determine Goal & Audience Global - Matt H. & BradContent Developer

Write posts with complete text and rudimentary graphics in Word.

2. Approve Communications Provide approval to develop content.

3. Multi-Lingual Post If applicable translate into other languages. If this is not-English translate into English.

3a. Translate SM Associate/Translator

3b. Approve Translation Marketing Chief (Regional)

4. Write Associated SM Posts Global - Matt H. & BradSM Associate

This will follow the steps for Social Media Posts as part of blog post.

4. Post SM Associate Post or schedule for blog.

5. Engage SM Associate Engage with post as per commenting practices.

6. Analyze Matt H. & Brad (or SM Associate)

Report and follow-up on success of posting

Content Developer can be approved person to write about approved content idea.

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Blog PostGlobal Blog Post (8 per Month)

Glob

al

Socia

l Med

ia

Socia

l Med

ia

Asso

ciat

e (T

rans

lato

r)Ap

prov

er

Write English Blog Post, Determine

Goal & Audience

Translate for Regional Offices

Create Post & Schedule

Create Post & Schedule

Engage

Engage

Analyze

AnalyzeTranslate Post

Approve

No

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Blog PostBlog Post from Regional Marketing Office, Non-English (8 per month)

Glob

al

Socia

l Med

ia

Cont

ent

Deve

lope

r (T

rans

lato

r)Ap

prov

er

Write non-English Blog

Post, Determine

Goal & Audience

Translate for Global Offices Create Post

Create Post

Engage

Engage

Analyze

Analyze

Translate Post

Approve

Cancel Post

Create SM Posts

Create SM Posts

Schedule Blog & SM

Posts

Schedule Blog & SM

Posts

No

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CampaignProcess Developer Description

1. Develop Creative Plans to include Goal, Audience, Ad Strategy & Budget

Global - Matt H. & Brad Exact template for this to be developed.

2. Write Copy for Page Global - Matt H. & Brad Write with complete text and rudimentary graphics in Word and/or demo software

3. Write Associated SM Posts & Ad Campaigns (SM & AdWords) Global - Matt H. & Brad This will follow the steps for Social Media Posts as part of blog post.

3. Approve Plans, Copy & Ad Campaigns Campaign Manager Provide approval to execute campaign.

4. Create Landing Page Global - Matt H. & Brad Create in Unbounce.

5. Approve Landing Page Campaign Manager

6. Making Landing Page Live & Schedule Posts Global - Matt H. & Brad

7. Engage, Analyze & Optimize Global - Matt H. & Brad Measure results on weekly or periodic basis and then refine strategy and page based on results.

8. Report on Results & Lessons Learned Global - Matt H. & Brad Report and follow-up on success of posting

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CampaignCampaign

Glob

al

Socia

l Med

iaCa

mpa

ign

Man

ager

Develop Plans, Goal, Audience, Strategy &

Budget

Create Landing Page

Write Associate SM

Posts & Ad

Make Live & Schedule

Posts

Engage, Analyze & Optimize

Write Copy for Page

Cancel

Approve Approve

No

No

Results & Lessons Learned

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Landing Page: What is Cataract Blindness?

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Facebook Ad: What is Cataract Blindness Facebook Ad

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Facebook Ad Set

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Google AdWords#1 on Google for “cataract blindness” … goes to “What is Cataract Blindness?” landing page

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Google AdWords#1 on Google for “can cataracts cause blindness” … goes to “What is Cataract Blindness?” landing page

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Google AdWords Campaigns

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Google Adwords Ads

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Unbounce – What is Cataract Blindness?

Clicks and Conversions from Ads, Landing Pages & SB

24-Feb 26-Feb 4-Mar

Total Clicks from Landing Page to SB 8 15 21Conversion Rate Landing Page to SB 16.33% 8.98% 2.44%

24-Feb 26-Feb 4-Mar

Total Clicks FB to Landing Page 17 91 701 Total Clicks TW to Landing Page 18 24 25 Total Clicks AW to Landing Page 14 52 134

24-Feb 26-Feb 4-Mar

Click Through Rate FB to Landing Page 0.13% 0.18% 1.17%Click Through Rate TW to Landing Page 0.37% 0.26% 0.27%Click Through Rate AW to Landing Page 7.41% 2.93% 2.07%

From Landing Page to SightBox

Total Clicks From Social Media to Landing Page

Click Through Rate from Social Media to Landing Page

Clicks and Conversions from Ads, Landing Pages & SB

Clicks and Conversions from Ads, Landing Pages & SB

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Online Testing Tool AnalysisName Integrations Capabilities Notes

Optimizely Wordpress Google

Analytics Adobe

Analytics

A/B Testing Multivariate Testing Multi-page Testing Personalization Analytics

Claimed to be very easy to use by Forrester with many self-service options

Offers solutions in testing, personalization and analytics on multiple platforms.

Product says that targeting can be performed by URL, browser, device and geography.

Weaker in the behavioral targeting and personalization areas according to Forrester.

Strong dashboard and monitoring capabilities Sounds like a scalable product that works with start-ups as

well as large corporations. Most clients seem to be in the media, product marketing or

e-commerce industries. A leader according to a 2015 Forrester Wave report.

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Online Testing Tool AnalysisName Integrations Capabilities Notes

Google Content Experiments

Google Analytics

Destination Events Session Duration Pages Per Session Multi-armed Bandit Self-service

Allows you to set up an experiment where you identify original and variation pages

Code is inserted in main page to initiate testing process. Reports show how goals have been met.

Maxymiser N/A Personalization A/B/N testing Multivariate testing

Company recently purchased by Oracle Platform is entirely self-service while providing good

customer service. Clients are in retail, finance, travel, media, gaming and non-

profit. (Non-profits are the British Heart Foundation and Cancer Research UK)

Provides demographic “insights” to determine what type of visitors are using pages.

Company has offices in London, NYC and Dusseldorf. Used by inserting a line of code in text on existing web

page. A leader according to 2015 Forrester Wave report.

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Website NeedsOptimization Tool

SEO Fields

Workflow Approval for Articles

Facebook Pixels

Twitter Pixels

AdWords Remarketing Tags

Comments?

Redirects from old web pages to new

Image Captioning

Tags for Blog Articles

Dates for Blog Articles

Unbounce Conversion Tracking Scripts