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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/
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Our Northwestern Medill DiSoMo experience
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Our Mission Today
How Social Works
Embracing Communities
Social IMC
NFP Examples & Results
How Social WorksIt’s not what you think
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Social Is Faster & Deeper than you Think [and it can ALL be monitored
http://wefeelfine.org/
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While most NFPs focus on Social Networking Sites, the “real action? Lies elsewhere
#Bridge15
Today, think PVCs
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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#Bridge15
Why do Communities Form?
Passion Communities Trigger Event Communities
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Passion Communities are NFP keys to success
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Passion Community Example
Credit: Project Runway, Lifetime Entertainment Services, LLC
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Trigger Event Communities have different social “needs”
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Trigger Event Example
Credit: Circle of Moms, POPSUGAR Inc.
Over 75
Million Moms
… and growing
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Communities have important structures
• Socialmention to find communities
• Wefollow to find influencers
• Influencers are the key
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Embracing CommunitiesBuilding a Private Virtual Community
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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
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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
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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#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
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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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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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
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Am Ex started with famous evangelists and used multi media to get the message out
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Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Great use of OPN – Other People’s Networks
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Celebs supported it, NFPs vied for it, Bloggers loved it and Am Ex got the results they desired….Everyone won
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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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Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Social Marketing Plan for ONE.orgSocial IMC marketing plan
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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.
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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%.
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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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.
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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
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Mockup landing page
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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
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Influential Millennial Bloggers are targeted
➢ Partnership with “20 Something Bloggers”, a network
of 20,000 millennial bloggersBloggers such as
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Short-tail media• Facebook
• 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
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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
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Funnel analysis
Don’t Engage, Embrace your High Value
Audiences
6/13/2015
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Proposed budget
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Member acquisition cost & ROI
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The Social IMC Methodology
Target Communities
Create Empowerment
Go ViralIdentify
Engage Social
IMC
Don’t Engage, Embrace your High Value
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