www.analegy.comTalib Morgan – [email protected]
1
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
www.analegy.comTalib Morgan – [email protected]
2
DIGITAL MARKETING
SUCCESS
BEST PRACTICES CONTACT INFO
STATE OF MARKETINGINTRO CASE STUDY
Content OverviewWhat We’ll Cover Today
www.analegy.comTalib Morgan – [email protected]
3
STATE OF MARKETINGA Quick Overview of the Marketing Landscape
www.analegy.comTalib Morgan – [email protected]
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/
www.analegy.comTalib Morgan – [email protected]
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
www.analegy.comTalib Morgan – [email protected]
6State of MarketingUsers’ Channel Options
People’s Online Time Spread Across Multiple Different Channels
www.analegy.comTalib Morgan – [email protected]
7State of MarketingGive Up? Never!
Not for the Faint of Heart
Source: Google / DoubleClick Display Benchmarks Tool - http://www.richmediagallery.com/tools/benchmarks
www.analegy.comTalib Morgan – [email protected]
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.
www.analegy.comTalib Morgan – [email protected]
9
Using digital marketing to increase membership, program enrollment and engagement.
DIGITAL MARKETING SUCCESS
www.analegy.comTalib Morgan – [email protected]
10
Data-driven insights inform stories that spark personalized customer experiences
www.analegy.comTalib Morgan – [email protected]
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
www.analegy.comTalib Morgan – [email protected]
12Pillars of Digital Marketing SuccessThree Keys to Digital Communications
www.analegy.comTalib Morgan – [email protected]
13Pillars of Digital Marketing SuccessThree Keys to Digital Communications
www.analegy.comTalib Morgan – [email protected]
14Pillars of Digital Marketing Success3As
Customer ExperienceData-Driven Insights Stories
ANALYZE APPROACH ACTIVITY
www.analegy.comTalib Morgan – [email protected]
15
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?
www.analegy.comTalib Morgan – [email protected]
16
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/
www.analegy.comTalib Morgan – [email protected]
17
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
www.analegy.comTalib Morgan – [email protected]
18
Let’s take a quick look at consumers’ digital behaviors
A BRIEF DIGRESSION
www.analegy.comTalib Morgan – [email protected]
19Understanding Consumers’ BehaviorsMedia Channel Preferences by Age
www.analegy.comTalib Morgan – [email protected]
20Understanding Consumers’ BehaviorsChanges in Reaching and Engaging Customers
www.analegy.comTalib Morgan – [email protected]
21Understanding Consumers’ BehaviorsEmail Opens by Platform
Source: https://litmus.com/blog/desktop-webmail-increase-august-2016-market-share
www.analegy.comTalib Morgan – [email protected]
22Understanding Consumers’ BehaviorsEmail Click to Open Rates by Platform
www.analegy.comTalib Morgan – [email protected]
23Understanding Consumers’ BehaviorsOnline Video Consumption Growth Rates by Device
www.analegy.comTalib Morgan – [email protected]
24Understanding Consumers’ BehaviorsMobile Share of Online Video Plays (Now Exceeds Desktop)
www.analegy.comTalib Morgan – [email protected]
25Understanding Consumers’ BehaviorsSocial Media Platform Usage by Age
www.analegy.comTalib Morgan – [email protected]
26Understanding Consumers’ BehaviorsTime Spent in Mobile Apps by Age
www.analegy.comTalib Morgan – [email protected]
27Understanding Consumers’ BehaviorsShare of Digital Media Time Spent on Specific Platforms by Age
www.analegy.comTalib Morgan – [email protected]
28Understanding Consumers’ BehaviorsUS Media Reach (Web Smartphone Use Now Exceeds Internet Usage)
www.analegy.comTalib Morgan – [email protected]
29Understanding Consumers’ BehaviorsConsumers’ Influencers
www.analegy.comTalib Morgan – [email protected]
30
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?
www.analegy.comTalib Morgan – [email protected]
31
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
www.analegy.comTalib Morgan – [email protected]
32
Implementation factors that increase the likelihood of success
DIGITAL MARKETING BEST PRACTICES
www.analegy.comTalib Morgan – [email protected]
33
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
www.analegy.comTalib Morgan – [email protected]
34
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
www.analegy.comTalib Morgan – [email protected]
35
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
www.analegy.comTalib Morgan – [email protected]
36
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
www.analegy.comTalib Morgan – [email protected]
37
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
www.analegy.comTalib Morgan – [email protected]
38
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
www.analegy.comTalib Morgan – [email protected]
39
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
www.analegy.comTalib Morgan – [email protected]
40
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
www.analegy.comTalib Morgan – [email protected]
42
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
www.analegy.comTalib Morgan – [email protected]
43
CONTACT ME
WWW.ANALEGY.COM
TALIB MORGAN
@talibmorgan
http://linkedin.com/in/talibmorgan