don’t engage, embrace your high value markets · don’t engage, embrace your high value ......

Don’t Engage, Embrace your High Value

Audiences

6/13/2015

1

Randy Hlavac

Digital, Social & Mobile Marketing

Medill IMC

Northwestern University

Don’t Engage, Embrace Your High Value

Markets

#Bridge15

Consumers use social to make decisions & connect with NFPs

http://www.forbes.com/sites/marketshare/2012/05/07/are-brands-wielding-more-influence-

in-social-media-than-we-thought/

http://lightspandigital.com/blog/social-media-for-business-

statistics/#axzz3crjqIOs1

#Bridge15

But are you investing your resources in the right place?

http://www.verticalresponse.com/blog/non-profits-doin-social-media-well/


Audiences

6/13/2015

2

#Bridge15

Our Northwestern Medill DiSoMo experience

#Bridge15

Our Mission Today

How Social Works

Embracing Communities

Social IMC

NFP Examples & Results

How Social WorksIt’s not what you think


Audiences

6/13/2015

3

#Bridge15

Social Is Faster & Deeper than you Think [and it can ALL be monitored

http://wefeelfine.org/

#Bridge15

While most NFPs focus on Social Networking Sites, the “real action? Lies elsewhere

#Bridge15

Today, think PVCs


Audiences

6/13/2015

4

#Bridge15

Why do Communities Form?

Passion Communities Trigger Event Communities

#Bridge15

Passion Communities are NFP keys to success

#Bridge15

Passion Community Example

Credit: Project Runway, Lifetime Entertainment Services, LLC


Audiences

6/13/2015

5

#Bridge15

Trigger Event Communities have different social “needs”

#Bridge15

Trigger Event Example

Credit: Circle of Moms, POPSUGAR Inc.

Over 75

Million Moms

… and growing

#Bridge15

Communities have important structures

• Socialmention to find communities

• Wefollow to find influencers

• Influencers are the key


Audiences

6/13/2015

6

Embracing CommunitiesBuilding a Private Virtual Community

#Bridge15

Most NFPs do Engagement Marketing

• Real-time anonymous relationships

• Content is King• Social Site Focus• “No ROI in Social” is a Mantra

Data in Motion

#Bridge15

NFPs need to think about the power of the Embrace Social Strategies

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Nurture Marketing

Social IMC

Embrace Strategies

Embrace Strategies return

marketing to totally

measurable strategies


Audiences

6/13/2015

7

#Bridge15

The Social IMC Methodology

Target Communities

Create Empowerment

Go ViralIdentify

Engage Social

IMC

Use social monitoring &

primary/secondary research define your

high value communities [passion or

trigger event], their influencers, their

communities & topics driving them to

action.

The Empowering Solution

requires you to:

• Identify the Mission of

the community

• Create an Empowering

Idea which helps them

achieve their mission

The Go Viral Marketing program

activates the high value

community and moves them to

action

The Go Viral Marketing program

moves them to a landing page

where and information exchange

occurs

The Empowering

Concept gets them to

you & engaging

elements keep them

coming back

#Bridge15

Embrace Marketing is a unique way to engage high value audiences for NFPs

Identify High Value

Target Market Use Social Media to Learn

Their Mission

Build a PVC or Mobile App to

help them achieve their mission

Real Time

Marketing

& Engagement

Empowering Idea

Empowering Idea

Log-inLog-in

ProfileProfile

ArticlesArticles

VideosVideos

ForumsForums

Live ChatLive Chat

Multi-media

Marketing Efforts

American Express Members ProjectTargeting the Needs of NFPs


Audiences

6/13/2015

8

#Bridge15

The Challenge

American Express wanted to attract

young, fairly wealthy college or recent grads

to its card

Push marketing wasn’t working

Needed a way to become a part of their

world

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#Bridge15

The Empowering Idea

Members

Project

Their world –

environment,

education,

conservation –

THINK GLOBAL

ACT LOCAL

What are young

people

concerned

with?

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1. Allow anyone to join

2. They can nominate any NFP they want to support

3. The more votes they get, the more $$ they get from Am Ex

4. Additional votes can be gained by:

• Getting an AmEx card

• Using your AmEx card

• Getting others to join Members Project & get a card

#Bridge15

Am Ex started with famous evangelists and used multi media to get the message out

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Audiences

6/13/2015

9

#Bridge15

Great use of OPN – Other People’s Networks

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#Bridge15

Celebs supported it, NFPs vied for it, Bloggers loved it and Am Ex got the results they desired….Everyone won

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#Bridge15

Why did it work?

Using OPN is a great way to quickly grow market share

Became aligned with the

community’s mission

Integrated products smartly

Let the community regulate itself

Made it a fun, interesting and

“profitable” experience

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Audiences

6/13/2015

10

Social Marketing Plan for ONE.orgSocial IMC marketing plan

#Bridge15

Target Markets

Passion Market: MillennialsPassion Market: MillennialsPassion Market: MillennialsPassion Market: MillennialsTrigger Market:Trigger Market:Trigger Market:Trigger Market:

New MomsNew MomsNew MomsNew Moms

Around 1.6 million women have their

first baby each year in U.S.

#Bridge15

Millennials: Social Characteristics

They get re inforcement from

being soc ial with s imi lar

people because

• U sed to shar ing

• Trust their f r iends and are

easi ly inf luenc ed by peers

• Sky-hig h partic ipat i on in

soc ia l networks - 57% of

Gen Yers are jo iners in

soc ial technogra ph ics , much

h igher than the av erage

19%.


Audiences

6/13/2015

11

#Bridge15

Competitive Analysis

1. ONE.ORG’s USP (unique selling point) stands

out among its partners. The most mentioned

terms in its word cloud are “poverty”, “Agit8”

and “Africa” which are the key words of our

mission.

2. However, compared to RYOT.ORG and

OXFAM.ORG, ONE.ORG has lower mention

frequency in the social world, indicating

opportunities to expand its social

presence. This is one of the objectives of our

ONE project this time.

#Bridge15

Empowerment through gamification

• One.org helps milennials to make a difference by letting them

decide Agit8 concert artists and venue

• Win through engagement with ONE.ORG (social referral,

petition signup, etc.)

• Users win most will perform with the artists with the most

votes in next Agit8 concert.

#Bridge15

Gamification ConceptWin “ Win “ Win “ Win “ ” to voice out your Agit 8” to voice out your Agit 8” to voice out your Agit 8” to voice out your Agit 8

Millennials could win “ ” by

Action required “Heart” rewarded

Signing up on ONE.org

Signing a petition

Referring a friend to sign

up with social sharing

Referring a friend to sign a

petition with social sharing


Audiences

6/13/2015

12

#Bridge15

Mockup landing page

#Bridge15

Opt-in sign-up page

Join other Millennials to voice out my Join other Millennials to voice out my Join other Millennials to voice out my Join other Millennials to voice out my

Amplify My Voice.Amplify My Voice.Amplify My Voice.Amplify My Voice.

OROROROR

OROROROR

JOINJOINJOINJOIN !

First name Last name

Email address

Date of Birth Zip/postal code

#Bridge15

Influential Millennial Bloggers are targeted

➢ Partnership with “20 Something Bloggers”, a network

of 20,000 millennial bloggersBloggers such as


Audiences

6/13/2015

13

#Bridge15

Short-tail media• Facebook

• Twitter

• Google Pluso Speed up the excitement

o Use the network of artists to boost vote

o Invite fans to join

o Indicate the launch event

#Bridge15

Launch events: voice out my agit8

• Guests: a rt is t s , c e l eb ri t i es , r e lev an t

cha r i ty as soc i a t i ons , and s om e

mi l lennials

• Activities:o Play parts of songs that are on the

voting list

o Invite artis t to share their experiences

with One.org

o Launch video samples that encourage

millennials to upload their own videos

o Let guests vote for their hometowns on

a big visual map

#Bridge15

Funnel analysis


Audiences

6/13/2015

14

#Bridge15

Proposed budget

#Bridge15

Member acquisition cost & ROI

#Bridge15

The Social IMC Methodology

Target Communities

Create Empowerment

Go ViralIdentify

Engage Social

IMC


Audiences

6/13/2015

15

#Bridge15

Randy Hlavac

Lecturer, Medill IMC Program

Northwestern University

CEO, Marketing Synergy Inc

Twitter: @randyhlavac

Website: SocialIMC.com

Twitter: @randyhlavac

Social IMC: #NUSocialIMC

Email: [email protected]

LinkedIn: randyhlavac

Phone: 630.328.9550

43

Questions

Thank you

don’t engage, embrace your high value markets · don’t engage, embrace your high value ......

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