audience engagement
DESCRIPTION
Audience engagement. sorted.org.nz. sorted.org.nz established in 2001 Internet was still relatively new Short on funding – online was the way Provided a resource for all NZers : 5+. Get Sorted – use your mouse. Since then. Advertising on TV, online, print, outdoor, mobile - PowerPoint PPT PresentationTRANSCRIPT
Audience engagement
sorted.org.nz
• sorted.org.nz established in 2001• Internet was still relatively new• Short on funding – online was the way• Provided a resource for all NZers: 5+
Get Sorted – use your mouse
Since then
• Advertising on TV, online, print, outdoor, mobile• Email communications• Ventured into social media• Tried m.sorted.org.nz• KiwiSaver meant we entered the workplace• Product offer increased – booklets, seminars,
tools, calculators
• 80% aware of Sorted• Over 30% of NZers have used Sorted• 80% of sorted.org.nz visitors find the website
quite useful or very useful
xxx
As a result
The world has changed
• Global financial crisis• Financial literacy is a growing ‘catch phrase’• Being online is no longer unique
Free, independence, impartial remain vital
Reviewed our marketing
• From information provision to action• Offer Sorted as ‘the’ source of free,
independent, impartial information• 2011 – a transition year• 2012 – new programme of activity
Quality of engagement ratherthan volume of traffic
Our audience has altered
5 years 105 years
Low
High
INCO
ME Adult NZers
Capable of making a changeSpecifically – the ‘nudgeable’Likely to be disinterested
How do we capture the attention of the disinterested?
Financial wellbeing
Plan ahead
Money plan
Protecting what’s important
Manage debt
‘Good’ debt
‘Bad’ debt
Save
Short-term savings
Long-term investments
Simplicity is key
Dumb debt campaign
Things that challenge us
• Managing with a small team• Visionary vs sustainability• Measuring success – not drowning in data
Things that make us think
• How other digital channels fit when our core product is a website
• The role of Facebook: Brand? Cause-related? • Twitter – more listening than tweeting?
Customer complaints (public email)• Mobile & Smartphones – who’s using what