becoming a digital hero - using data and stories to create heroic digital experiences

www.analegy.comTalib Morgan – [email protected]

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BECOMING A DIGITAL HERO

A brief overview of the strategic and tactical concepts key to modern digital marketing and how they apply to marketers at both for-profit and non-profit organizations

USING DATA AND STORIES TO CREATE HEROIC DIGITAL EXPERIENCES


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DIGITAL MARKETING

SUCCESS

BEST PRACTICES CONTACT INFO

STATE OF MARKETINGINTRO CASE STUDY

Content OverviewWhat We’ll Cover Today


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STATE OF MARKETINGA Quick Overview of the Marketing Landscape


4State of MarketingEmail Stats

Email Performance Strong But … Numbers on the Decline

Source: http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/attachment/global-open-and-clickthrough-rate-email-statistics-2016/


5State of MarketingDisplay Ad Stats

Display Ad Performance? Tough Sell But Video is Cool!

Source: Google / DoubleClick Display Benchmarks Tool - http://www.richmediagallery.com/tools/benchmarks


6State of MarketingUsers’ Channel Options

People’s Online Time Spread Across Multiple Different Channels


7State of MarketingGive Up? Never!

Not for the Faint of Heart

Source: Google / DoubleClick Display Benchmarks Tool - http://www.richmediagallery.com/tools/benchmarks


8Quick Case – Social: Unicef USA

KEY LEARNINGS FOR SOCIAL

Source: http://savvypanda.com/blog/beginner-level/unicef-case-study-how-a-nonprofit-uses-facebook-to-drive-change.html

UNICEF USA INFO‣ 649,000+ likes‣ $500 million public support & revenue‣ $21.9 million raised online

VISUAL STORYTELLINGUse strong imagery to tell a better story

SCALABLE ENGAGEMENTUse Facebook as a key channel for servicing and engaging your members

STAY IN THE KNOWKnow what matters to your members and address itCONSISTENT CALLS TO ACTIONClear calls to action should be present on your posts and images. Make posts purposeful.


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Using digital marketing to increase membership, program enrollment and engagement.

DIGITAL MARKETING SUCCESS


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Data-driven insights inform stories that spark personalized customer experiences


11Pillars of Digital Marketing SuccessThree Keys to Digital Communications

Customer ExperienceData-Driven Insights Stories

The ways, online and offline, by which your customers/members interact with you across every

touchpoint and channel -positioning you to deliver

personalized messages to the right person at the right time

Extract insights on your customers/members’ behaviors

from the multiple sources of data (e.g. web analytics, member

database, etc.) you have on your members. Be sure to integrate

measurement into your process

Develop customer/member focused concepts designed to describe your audience, their needs and behaviors,

and how your organization addresses them


14Pillars of Digital Marketing Success3As

Customer ExperienceData-Driven Insights Stories

ANALYZE APPROACH ACTIVITY


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Not about big data; it’s about smartly using the data you have – and you have enough to get started

IGNORE THAT GRAPHIC!

Ensure marketing metrics like engagement and email opens have a direct relationship to your business metrics

TIE BUSINESS METRICS TO MARKETING METRICS

What do people have in common? What behaviors are consistent? How does that info help you market smarter?

IDENTIFY TRENDS AND CORRELATIONS

AnalyzeData-Driven Insights

Data comes in various formats – member databases, social media data, web analytics, purchase data, etc.

UNDERSTANDING YOUR DATA SOURCES

What sources of data do you have access to that might inform how you communicate with your members?

WHAT DO YOU KNOW ABOUT YOUR MEMBERS?


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What’s the vision for how your brand conveys its message and who it conveys it to?

WHO, WHAT, WHEN, WHERE, WHY AND HOW

Good stories compel people to change the way they feel, the way they think, the way they act and the way they behave.

BE MINDFUL OF THE IMPACT OF GOOD STORYTELLING

Engagement differs across the lifecycle. Adapt your voice, content and channels to what works best for each

TAILOR APPROACH TO CUSTOMER LIFE CYCLE

ApproachStories

Different Ys can have members with differing needs. How does your Y address your specific member groups?

ALIGN YOUR GOALS WITH MEMBERS’ NEEDS & BEHAVIORS

Source: http://www.i-scoop.eu/using-storytelling-strengthen-brand/


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Have a strategy that prioritizes influencing specific customer behavior – and make that your focus

EXECUTE DELIBERATELY

Use digital’s ability to allow real-time changes as a way to try various iterations of your messaging to optimize performance

…AND TEST

Key to gauging performance is tying measurement into both your digital activities and your processes

TIGHTLY INTEGRATE MEASUREMENT

ActivityCustomer Experience

Omni-channel communications tell the same story across all channels understanding that people use multiple devices

BE OMNICHANNEL NOT MULTI-CHANNEL


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Let’s take a quick look at consumers’ digital behaviors

A BRIEF DIGRESSION


19Understanding Consumers’ BehaviorsMedia Channel Preferences by Age


20Understanding Consumers’ BehaviorsChanges in Reaching and Engaging Customers


21Understanding Consumers’ BehaviorsEmail Opens by Platform

Source: https://litmus.com/blog/desktop-webmail-increase-august-2016-market-share


22Understanding Consumers’ BehaviorsEmail Click to Open Rates by Platform


23Understanding Consumers’ BehaviorsOnline Video Consumption Growth Rates by Device


24Understanding Consumers’ BehaviorsMobile Share of Online Video Plays (Now Exceeds Desktop)


25Understanding Consumers’ BehaviorsSocial Media Platform Usage by Age


26Understanding Consumers’ BehaviorsTime Spent in Mobile Apps by Age


27Understanding Consumers’ BehaviorsShare of Digital Media Time Spent on Specific Platforms by Age


28Understanding Consumers’ BehaviorsUS Media Reach (Web Smartphone Use Now Exceeds Internet Usage)


29Understanding Consumers’ BehaviorsConsumers’ Influencers


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When it comes to video, mobile is king - mobile plays now exceed desktop plays

FOR VIDEO, THINK MOBILE FIRST

In terms of reach, only TV (live and time-shifted) exceed mobile

ONLY TV MATTERS AS MUCH AS MOBILE

Email is the only channel people of all age groups have a preference for

EMAIL RULES!

No single social media platform is great for reaching every age group

SOCIAL SUCCESS MEANS TARGETING RIGHT PLATFORM

More and more emails are being opened on mobile devices with desktop parity occurring soon

FOR EMAIL, MOBILE ≈ DESKTOP

Across age groups (except 65+), 60-80% of digital media time is spent on mobile

MOBILE, MOBILE, MOBILE!!!

Consumers’ Behaviors - TakeawaysWhat Does It All Mean?


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Different audiences use different channels in different ways and at different times but all can work…

LOTS OF OPPORTUNITY ACROSS ALL CHANNELS…

The way you engage when trying to convert people is likely different from Awareness and Loyalty

…AND THE CUSTOMER LIFECYCLE

ActivityCustomer Experience

The channels you use should be founded in a cohesive strategy mindful of your goals.

…BUT INTENT MATTERS


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Implementation factors that increase the likelihood of success

DIGITAL MARKETING BEST PRACTICES


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Getting bang for buck from social ads means finely tuning

ads to narrow audiences

05NARROWLY TARGET ADS

Only focus on the channels your member segments use

04ONLY BE WHERE YOUR AUDIENCE IS

Single exposures don’t convert. Retarget to raise awareness

and drive conversion

06REMARKET

Use calendar to plan consistent message delivery

across channels

02USE AN EDITORIAL CALENDAR

Rely on codified brand guidelines and consistent themes across platforms

01ENCOURAGE STORYTELLING AND BRANDING

Associate one hashtag with your brand and have it lead

back to you

03ESTABLISH AN ACTIONABLE HASHTAG

Best PracticesSocial Media


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Messaging is most valuable when relevant. Send your members content

that matters to them

05FOCUS ON INFO YOUR MEMBERS WANT

Make it easy for people to follow through on the reason

you sent the mail

04PROMINENT CALL TO ACTION

Use subject lines and first few lines of email to draw

interest and increase opens

06TAKE ADVANTAGE OF PREVIEW LINES

Think about mobile first. Use responsive design and make

content concise

02BE MOBILE FRIENDLY

Improve performance by addressing members by name and segmenting

01PERSONALIZE YOUR EMAILS

Video and animated GIFs are powerful engagement tools

03MAKE MOTION YOUR FRIEND

Best PracticesEmail


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Video on mobile is the killer app and it can be an engaging part of your

strategy

05VIDEO ENGAGES

People switch channels frequently so you have to consider them all one big communication vehicle

04OMNICHANNEL MATTERS

Apps can be engaging but they also suffer from lack of

use. Prioritize ROI

06BEWARE OF APPTASY

On mobile, it’s all about local. Position your Y to be found

by people locally

02THINK LOCAL

Mobile devices come in various sizes. You must be ready for them all (or, at

least, most)

01BE MOBILE FRIENDLY AND ADAPTABLE

Saying more with less is critical on mobile. Use infographics, imagery and other content to quickly convey messages

03SNACK SIZED CONTENT

Best PracticesMobile


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Your videos should all be part of the story you’re

conveying to your members

05NO VIDEO STANDS ALONE

Produce video at known intervals and use consistent

styling throughout

04BE CONSISTENT AND REGULAR

Success with video requires producing content, seeing what works and tweaking. It’s critical

06MEASURE

Video should be about your members not (just) about

you. Make it matter to them

02TELL RELEVANT STORIES

Attention drops off within 60 seconds. Shoot for short

and a clear CTA

01SHORT AND SWEET

Grab viewers’ attention in the first 5-10 seconds or risk

losing them

03MAKE FIRST FEW SECONDS ENGAGING

Best PracticesVideo


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Associate specific web behaviors with your goals so you can better

gauge success

05DEFINE YOUR CONVERSION PATH (HAVE GOALS)

Use keyword specific web pages with targeted language clear CTAs

to increase conversion

04USE LANDING PAGES

Recurring theme. Monitor performance and tweak your campaigns to optimize results

06MEASURE

Consider how people are likely to query. Optimize

your SEO and SEM for that

02THINK LIKE YOUR AUDIENCE

The keywords you want may not be the best ones. Research what makes sense for your audience

01FIND THE RIGHT KEYWORDS

Be sure your web and landing pages align well with

your target keywords

03OPTIMIZE FOR RELEVANCE

Best PracticesSearch


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People join the Y for a reason. Use your communications to help them

achieve those goals

05ADDRESS MEMBERS’ ASPIRATIONS

Create a team. Use members’ stories, other Ys and even 3rd

parties to help tell your stories

04COLLABORATE

Test themes, content length, styles and compare performance. Find your

success mix and keep improving

06MEASURE & TEST

Plan your messaging well in advance and use a cross-channel calendar to

ensure synchronicity

02USE AN EDITORIAL CALENDAR

Start out looking to drive people to do something rather

than just sharing stories

01HAVE A MISSION/GOAL

Share your communications regularly using similar tone,

topics and style

03BE CONSISTENT

Best PracticesContent Marketing


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Be aware of where your traffic comes from – and where it goes

05TRACK SOURCES OF TRAFFIC

Monitor how people make their way through your site and/or where they drop off

04IDENTIFY FUNNELS

Tie your digital metrics to business metrics like new

members and program enrollment

06DETERMINE WHAT MAKES MONEY

Whether site, email, mobile app, or web, anything you share

should be tracked

02MEASURE EVERYTHING

Create a strategy that establishes how you’ll quantitatively measure digital and business performance

01DEFINE GOALS AND METRICS/KPIS

Tools are only valuable if they’re used. Let your measurement tools

help you help your Y

03ACTUALLY REVIEW PERFORMANCE

Best PracticesAnalytics


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2 31MAKE MEASUREMENT YOUR FRIEND AND EXTRACT INSIGHTS

BE PERSONAL, BE RELEVANT

GO MOBILE OR GO HOME

TakewaysTL;DR

5 64CREATE EXPERIENCES THAT MAKE YOUR MEMBERS SELL FOR YOU

CONSISTENCYMATTERS

TELL STORIES ACROSS ALL YOUR CHANNELS


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THANK YOU


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TALIB MORGAN

WHO AM I?Author. Marketing Technologist. Data Scientist. Digital Leader. Husband. Dad. YMCA Member.

15+ Years in Digital Marketing

President of Analegy, an Analytics and MarTech ConsultancyWorked with such esteemed brands as Guardian Life, MetLife, Scholastic, Verizon Wireless and others…Author of Get Digital: a Marketer’s Guide to Unleashing the Power of Digital TechnologyImmediate-Past President, American Marketing Association New Jersey


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CONTACT ME

WWW.ANALEGY.COM

TALIB MORGAN

@talibmorgan

http://linkedin.com/in/talibmorgan

[email protected]