engaging networks community conference '16 - planning and measuring campaigns - ringo moss

Planning and Measuring a Campaign

Engaging Networks Community Conference. Ringo Moss - Crea.ve Strategist - Posi.ve.

@PositiveBristol / @RingoMoss

Where do we start?


This talk.Campaign planning and measurement.


The Brief

Objec<ves

Strategy

Tac<cs

KPIs

Segmenta<on

Measurement and Repor<ng

The Brief.


The Brief.Deconstruc.ng the bit before the objec.ves.


The Brief

The Problem To Solve

Audience

Objec<ves (The next bit)

Proposi<on and Key Messages

Constraints

Convert single donors into regular givers

Previous donors

“We are……”

“You have supported us in the past ….. consider monthly dona<on”

Increase regular giving

Budget Timescales

Available data etc.

The Objec.ves.


The Objec<ves.Making them beHer, making them SMART.



Audience

Objec<ves


Previous donors


S M A R TSPECIFIC MEASURABLE ACHIEVABLE RELEVANT &

REALISTICTIME BASED




REALISTICTIME BASED


Convert 5% of our single donor database into regular givers

within 6 months of campaign end.


The Brief


Audience



Constraints


Previous donors

“We are……”



Budget Timescales

Available data etc.

Increase mobile conversions

The Objec<ves.There will probably be more than one.


The Brief


Audience



Constraints


Previous donors



Budget Timescales

Available data etc.


The Objec<ves.There will probably be more than one.




REALISTICTIME BASED


Achieve 10% mobile engagement rate in all campaign ac<ons


The Strategy.


The Strategy.How do we reach the objec.ve?


Target Market Objec<ves Posi<oning Process Partnerships

Engaging Networks

Raiser’s Edge

Agile Teams

Mobile first approach

Mumsnet

NetMums

Mothercare

Expert advice, prac.cal support and campaigning

for single mothers.

Helpful, approachable,

accep.ng, transparent.

(Review)Parents

Previous Donors

Mobile Users

The Strategy.How do we reach the objec.ve?


Stages Integra<on Tools Engagement

Ini<al: Re-engage

Ul<mate: Donate

Re-engage

Sequence

Ask

Google Analy.cs

Adwords

Facebook Insights

CRM

Engaging Networks

Display Ads

Facebook Ads

Targeted Content

E Mail - EN Op.ons (remember mobile)

On site EN landing pages and dona.on forms (remember mobile)

The Strategy.Summarising the approach.


Achieve increased regular donors and mobile engagement by targe<ng our exis.ng donors, parents and mobile users. Posi<oned as providers of expert advice, prac.cal support and campaigning for single mothers. Being helpful, approachable, accep.ng and transparent.

We will run a 3 stage campaign using PPC, Facebook Ads, EN mobile op.mised Email Campaigns, EN Campaign appeal pages with specific mobile op.mised landing pages, and delivering targeted content by partnering with Mothercare, Netmums and Mumsnet.

Integra/ng data from and to Google Analy.cs, Adwords, Facebook Insights, CRM, Engaging Networks and our partners.

Automa<on and Data Integra<on will be implemented from Engaging Networks with imported Raiser’s Edge data.

The Tac.cs.


The Tac<cs.A simplified tac.cs matrix.


Stages

Re-engage

Sequence

Ask

Tool

Display Ads Facebook Ads

Targeted Content

E Mail Targeted Content

E Mail On site landing pages and dona.on forms

Tac<c

Display and retarge.ng from dona.on page success cookie to on site appeal pages. Facebook ads mix to drive to targeted content and appeal pages. Audiences from page followers and lookalikes. Inves.gate tracking pixels for success page.

Time targeted emails based on audience type. Triggered emails sequence. - Split tested. Content strategy with partners to deliver phased content during sequence.

Different asks dependent on donor size demo etc. Varied on site landing pages and dona.on forms with split tes.ng.

The Tac<cs.Cons.tuent journeys.


Display Ads

Facebook Ads

Targeted Content

Email (ask)

CRM

Targeted Inters<<al Content

GDN

Facebook Ad Manager

Retargeted Ads

Email (sequence) Conversion

Fresh Audience

On site appeal pages and dona<on forms

The Tac<cs.Measurement responsibili.es.


Display Ads

Facebook Ads

Targeted Content

Email (ask)

CRM


GDN

Facebook Ad Manager

Retargeted Ads


Fresh Audience


Engaging Networks repor.ng

Google analy.cs / funnels

Facebook Ad Repor.ng

Google Display Network Repor.ng

Choosing KPIs.


Choosing KPIs.Measurement responsibili.es.


Display Ads

Facebook Ads

Targeted Content

Email (ask)

CRM


GDN

Facebook Ad Manager

Retargeted Ads


Fresh Audience







Display Ads

Facebook Ads

Targeted Content

Email (ask)

CRM


GDN

Facebook Ad Manager

Retargeted Ads


Fresh Audience






Ini<al Single Donor Baseline

Audience Size

Audience Size

CPM / CTR

CPM / CTR

Fresh Audience

Impressions

Avg. <me on page CTR

Segmented by Type

Open Rate

CTR

Conversion Rate

Choosing KPIs.Campaign tracking.

CPM / CTR

Choosing KPIs.Remember your core objec.ves.


Convert 5% of our single donor database into regular givers


Achieve 10% mobile engagement rate in all campaign ac<ons


KPIs are for CONTROL on the way to the objec<ve!

Choosing KPIs.The master grid.


Choosing KPIs.Engaging Networks.


Repor.ng and Measurement.


Repor<ng and Measurement.Segmenta.on.


Universe: All Opt in users

Filter: Payment = Single (Not enough)

Exclude: Payment = Recurring, Status = Success

CRM

Email

(sequence)

Ini<al Single Donor Baseline

Repor<ng and Measurement.Repor.ng through the chain - simplis.c repor.ng.


Email (ask)

Email

(sequence)

Open Rate

Universe: Advocacy Emails

Ac.on = Message Opened

Ac.on = Message Sent

Repor<ng and Measurement.Repor.ng through the chain - layering results for insight.


Universe: All Users

Ac.on = Click Through

Ac.on = Message Opened

Email (ask)


CTR

Using this type of repor.ng you get extra cons.tuent data that you can refine the campaign with.

Repor<ng and Measurement.Repor.ng through the chain - conversion - a new segment.


Universe: Single to Recurring Dona.on Form

Payment Status = Success

Conversion


Final Thoughts.


Final Thoughts.What gets measured gets improved.


Engaging Networks provides fantas.c tools and opportuni.es for segmenta.on, repor.ng and measurement. By planning our campaigns in detail it helps us get the best out of these opportuni.es. It allows us to:

Profiling and Segmenta/on • Treat cons.tuents like individuals • Create more targeted campaigns with beHer ROI

Repor/ng • Split test, emails, forms and landing pages. • Learn more from your campaigns. • Get crucial demographic and cons.tuent insights. • Predict ROI more accurately.

What gets measured gets improved, and what gets improved gets beder impact.

Cheers.



E: [email protected]

T: +44 (0)117 972 8852

Digital Charities | ringomoss | I can invite you to this group - email me.

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engaging networks community conference '16 - planning and measuring campaigns - ringo moss

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