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@equimediaCharity Forum
Today’s speakers …
Jamie WalkerClient Services Director
equimedia
Tiffany StubbsGroup Account Director
equimedia
Jonathan MooreHead of SEO
equimedia
J CromackCEO
Wood for Trees
Marc RyanRegional Account Director
Global Media
Rob MansfieldDigital Strategy Expert
Age UK
Advertising investment trends in Charity sector
Overall spend is falling year on year
Source: Nielsen data, 2017
Charities are continuing to invest heavily in to Direct Mail
Source: Nielsen data, 2017
Innovation is opening up traditional media channels
We’re continuing to see growth in key online channels
Source: equimedia internal data, 2017
Google benchmark data can help when reviewing results
Top Medium Long Tail
Clicks 335,000 51,500 10,500
Click Through Rate 18.9% 6.9% 4.7%
Cost $119,000 $68,400 $14,300
Cost per Click $0.35 $1.33 $1.36
Impressions 1,775,000 725,000 225,000
Source: Google internal data, 2017
Missed opportunity with mini accounts
Mini Accounts can play a tactical role
Source: Google, 2017
Social Media is more important than ever
Source: https://techcrunch.com/2017/06/27/facebook-2-billion-users/
Unsurprisingly, Paid Social spend is rising rapidly
Source: equimedia internal data, 2017
Clients, like users, are active across multiple platforms
Combine media channels and targeting techniques to reach potential supporters
Time
PricePlace
Total advertising spend appears to be falling YoY
Despite this, investment in traditional media remains a large portion of the spend
Conversion-focused online channels like PPC form the basis of online strategies – due to Google funding
As a result of changing consumer behaviour, budgets are shifting towards Paid Social
Successful campaigns blend owned, earned and paid activity to reach the target audience and convert them
Thank You@jamiew007
Segment to discover the known unknowns
A KPI is worthless unless it is segmented
Unlock the door with segmentation
Basic charity audience
SupportersService Users
Volunteers
SERP layout and features
How many features did you spot?
There’s a shift from keywords to people
Keywords People
Service users example
Reaching Condition
Condition at Risk
Condition Concern
Condition Realised
Kidney diseaseKidney disease
preventionKidney disease
symptomsKidney disease
treatment
Stage
Example search query
Classify users with custom dimensions
ShoppersDonors
Service Users
Researchers
Further reading: https://goo.gl/zNGLjm
Track custom campaigns using tracking parameters
utm_source=Communicator
utm_medium=Email
utm_header_link
utm_campaign=RideLondon
Example Parameters
Further reading: https://goo.gl/B06mAs
How this could scale
www.charity.com/campagnName www.charity.com/landingpage?utm_medium=print
301 Redirect
PPC
Brand/Generic
Account name
▪ Grant/mini
Social
Paid/Earned
Ideas for custom channels
Content groupings for clarityCG1 – Site Section
CG2 – Sub Folder
Further reading: https://goo.gl/K6IrA7
Charity example
18K
82K
45K
0K 10K 20K 30K 40K 50K 60K 70K 80K 90K
Jun-17
Information Awareness Commercial
Aggregate pages into easy to understand
clusters
Use events for micro conversions
✓ ✓ ✓ ✓
Micro goals Macro goals
Funnel
PDF Downloads Scroll Tracking Social Media Shares Donations
Further reading: https://goo.gl/jfRrBi
1. Category – NavClicks2. Label – {Anchor Text
Destination}3. Action - Click
Use events to discover intentions
Event syntax
Further reading: https://goo.gl/dEc44
Device Category
Default Channel Grouping
Source/medium
Content Grouping
Landing Page
Country
Useful secondary dimensions
Channel groupingsSegment channels
Content groupingsSegment website
Custom dimensionsSegment users
EventsMeasure micro conversions
Tying it all together
Creating new time for advertisers
-36MOwned Audio
+44MAccessed Audio
Source: MIDAS Spring 2015 - 2016
Time Spent Listening Hours (weekly)
Ownership to Access
Digital audio is listened to by people of all ages
21.9m streaming digital audio
Source: MIDAS Survey Summer 2016
25%
15-24 25-34
22%
35-54
35%
55+
18%
How people are listening
Digital Audio
Not all brands carry commercial messages
RADIOSTREAMING
MUSIC
STREAMINGPODCASTING
AUDIENCE
That’s why we created DAX
FORMATS
AD SERVING
REPORTING
OPTIMISATION
TARGETING
SCALE
Identify Target Demographic
Bringing the strengths of audio to digital
AUDIOEMOTIVE
RESPONSE
BRAND
BUILDING
MULTITASKER
BEST FRIEND
LOW AD
AVOIDANCE
COST
EFFICIENT
REACH
CONNECTED
TO INTERNETRIGHT TIME RIGHT PLACE RIGHT AUDIENCE REPORTINGDIGITAL
Regional Targeting Options
STANDARD GEO
TARGETED AREAS
INFERRED AGE
DEMOGRAPHICS
18-24, 25-40, 40+
TOPLINE
KRUX AUDIENCE
GROUPS
TIME & DAY
GENRE
WEATHER BASED
DYNAMIC AUDIO
RETARGETING
DEVICE
LOOKALIKE
AUDIENCES
(BOOST)
KRUX Audience Groups (National Scale)
DEMOGRAPHICS
MALE
FEMALE
AB
ABC1
C2DE
18-24
25-34
34-44
45-54
55-64
65+
PERSONAL
FINANCE
SWITCHER/DEAL SEEKER
COUPON HUNTER
HH BUDGET CONTROLLER
RECENT HOUSE MOVER
LOAN SEEKER
PROPERTY SEEKER
MORTGAGE SEEKER
LANDLORDS
LIFESTAGE
HHWC
STUDENT
MARRIED
SINGLE
CAREER CLIMBER
MUM
HOME OWNER
ENTERTAINMENT
MUSIC LOVER
MOVIE LOVER
HOME ENTERTAINMENT FAN
CULTURE VULTURE
LIVE EVENTS/TICKET SEEKER
GAMING ENTHUSIAST
CELEBRITY FOLLOWER
TRAVEL
TRAVEL ENTHUSIAST
TRAVEL INTENDER
WINTER SPORTS LOVER
BUDGET HOLIDAY SEEKER
BUSINESS TRAVELLER
DOMESTIC HOLIDAY SEEKER
CRUISER
SUN SEEKER
CITY BREAKER
5* TRAVELLER
LIFESTYLE
FASHIONISTA
HEALTH/FITNESS ENTHUSIAST
FAST FOOD LOVER
ORGANIC/ETHICAL SHOPPER
HEALTHY EATER
BUDGET SHOPPER
CONVENIENCE SHOPPER
GARDENING ENTHUSIAST
DIY ENTHUSIAST
AUTOS
NEW CAR SEEKER
FAMILY CAR SEEKER
LUXURY CAR SEEKER
HYBRID CAR SEEKER
COMMUTER
TECH
EARLY ADOPTER
ELECTRONICS INTENDER
PERSONAL TECH ENTHUSIAST
CAPITAL VISITOR
CAPITAL XTRA VISITOR
CLASSIC VISITOR
GOLD VISITOR
HEART VISITOR
LBC VISITOR
SMOOTH VISITOR
XFM VISITOR
WEBSITE
OVERLAPS
SUPERMARKETS
ISP PROVIDER
TV PROVIDER
MOBILE PROVIDER
MOBILE DEVICE
BRAND
OVERLAPS
Europe & Beyond
You can reach Europe and beyond and
we can handle all translations
Summary
Reach new
audiencesTarget
ActivityBe Creative
Measure
Engagement
5 questions worth asking your agency partner
Strive for ongoing collaboration
Plateau Settling
Termination
External Stressors
Internal Stressors
Honeymoon
Courtship
3.2 years
Can I meet the team that will be working on my
account?
Lack of skills is the biggest barrier to getting the most from Digital
Source: Charity Digital Skills report
What attribution model are we working to?
Almost 1/3 of charities say their analytics skills are low or very low
Source: Charity Digital Skills report
Do I really need to pay you to manage my paid social?
On average, Paid Social investment has risen by over 50% YoY
54% YoY
Are we making the most of our free money from
Google?
STA
ND
AR
D G
RA
NT
GR
AN
TS P
RO
GR
AN
TS P
RO
GR
AN
TS P
RO
GR
AN
TS P
RO
Charity clients are missing out on up to 50% of the available Grant spend
Client A Client B Client C
How are you keeping on top of new trends and
opportunities?
The majority of charities expect lots of change over the next decade
Source: Charity Digital Skills report
Meet with your account team as early as possible to check chemistry
Agree attribution model from the outset
Clearly define roles and responsibilities when considering Paid Social activity
Constantly review the impact of your ‘free’ Google money
Make time to look up, consider and discuss innovations and opportunities with your agency
Thank You@tiffstubbs
Getting Data Protection Right -Putting the Citizen at the heart of your GDPR strategy
J Cromack, CEO Wood for Trees & Co-founder MyLife Digital
6th July 2017
A little bit about us…
• Parent company, formed in 2015
• Mission: To empower individuals & organisations to realise the meaning, value & power of their consented data
• Rethinking personal data & informed insight from informed consent
• BGF growth investment in 2016
• Developed & operates the Consentric Trust platform
• First Consentric contracts won 2016
• Group Sales & Marketing, Technology, ISMS & Finance functions
• Preferred Partner of UKCloud
• Awarded G-Cloud 9 Status
• 35 staff with HQ in Bath, UK
• Acquired in 2016 by MyLife Digital
• Domain expertise in sport performance analytics & services
• Contracts in elite, international & professional sport with NGBs, clubs & broadcasters
• Established business & reputation in the sector, with positive growth
• 30 staff
• HQ in Bath, UK
• Acquired in 2015 by MyLife Digital
• Domain expertise in charity fundraising & marketing analytics & services
• Serving over 70 charity clients, including 25 of the UK top 50
• Established business & reputation in the sector, with positive growth
• 30 staff
• HQ in Bath, UK
• Policy driven data exchange platform, rebalancing the control of personal data between the citizen and the organisation
• Cloud-based permission management platform
• Supports GDPR compliance for processing of personal data including; delete, amend, subject access requests and right to erasure
• Population-scale & best practice ISMS
• Supports the clients of the analytics practices
GDPR is not just a fundraising issue…
Charity Data LandscapeData Capture Sources:1st Party: 212 (Off-line & On-line forms)3rd Party: 11(incl. processors of forms, F2F Agency, Just Giving etc)
Fundraising CRM
Fundraising Archive
Volunteers Retail
Operations 1: Service User
Digital Employees
Databases:
7 Databases providing data for processing
purposes across the Charity organisation
We empower individuals & organisations to realise the meaning, value & power of their consented data
Meaning = informed insight from informed consent
Value = benefit, money, value exchange, for individuals and organisations
Power = opportunity to inspire and drive change, both social and organisational
MyLife Digital: What we do
We have been preparing for citizen empowered consent since January 2015
We are driven by TRUST delivering the opportunity for GROWTH
We have developed our Consentric Platform to enable organisations to re-balance the control of personal data
We partner with UKCloud – the UK’s fastest growing cloud services platform dedicated to Government and NFP organisations. Number 1 in 2016 Sunday Times Tech Track 100
MyLife Digital: Who we are
DAVOS 2014: Made the case for change
Focused on disclosure and
often overwhelming
individuals with details.
Transparency
Oriented towards the
front-end of the value chain with
risks and responsibility residing
with the individual.
Accountability
Focused on information
dmaintaining ifferentials among a
concentrated set of actors.
Empowerment
Focused on engagement and
response. Providing
individuals with insight and
meaningful control.
Oriented throughout the value
chain (front-end to back-end)
with risks being equitably
distributed.
Distributed with shared incentives
for empowering individuals and
distributing value closer to the
source of data production (the
individual).
CURRENT APPROACH NEW PERSPECTIVE
The "right to be forgotten" has a small but consistently
positive impact on the willingness to share, increasing it by
10% to 18%.
The most important takeaway from this study’s research is
this: Consumers want to share their data – if the benefits
and the privacy controls are right.
Boston Consulting Group
The Value of Our Digital Transparency
Citizen-centric
Article 5: 6 Principles relating to personal data processing
Citizen-centric
Recital 39: any information and communication relating to the processing of those personal data be easily accessible and easy to understand, and that clear and plain language be used
Article 6: Lawfulness of Processing
Article 7: Conditions for Consent
Article 15-22: Facilitating the rights of data subjects to be exercised
Article 30: Records of processing activities
Citizen-centric
Recital 39: The personal data should be adequate, relevant and limited to what is necessary for the purposes for which they are processed
Recital 60: Where the personal data are collected from the data subject, the data subject should also be informed whether he or she is obliged to provide the personal data and of the consequences, where he or she does not provide such data
Citizen-centric
Article 22: Automated individual decision-making, including profiling
Can be completed if:
2a) is necessary for entering into, or performance of, a contract between the data subject and a data controller;
2c) is based on the data subject's explicit consent.
An opportunity for fundraising
1. Growth through Trust2. Data foundation - joining up ‘Citizen’ touchpoints3. ‘Consented data’ a success indicator for fundraising
A Strong Data Foundation: Single Citizen View
Profile
Transaction
History
Engagement
History
Sentiment
External Data
Sources
Enhancement
Data
Operational
Systems
Social
Media
Campaign
Data
Digital &
Mobile
Permission & Preference
Management
Data Aggregation
Data Hygiene
Unique IDs
Identify data
sources
Compliance & data
quality
Single Citizen
View
© equimedia
[you (the Controller)]
shall be responsible for
and be able to
demonstrate compliance
with the principles[Art. 5(2)]
Wide in, narrow out
Data Processing Impact Assessments
1. What data has been collected?
2. Who is using/has access to the data?
3. When was the permission (if required) granted (time stamp)?
4. Where was the data captured (source) and is it stored?
5. Why is the data being collected (its purpose)?
• 6(1)(a) – Consent of the data subject
• 6(1)(b) – The performance of a contract
• 6(1)(c) – Compliance with a legal obligation
• 6(1)(d) – To protect the vital interests of a data subject
or another person
• 6(1)(e) – Performance of a task carried out in the
public interest or in the exercise of official authority
vested in the controller
• Plus…
‘5W’ GDPR framework 6 lawful reasons for processing the data. Article 6(1)
6(1)(f) Necessary for the purposes of legitimate interests pursued by the controller or a third party, except where such interests are overridden by the interests, rights or freedoms of the data subject. […taking into consideration the reasonable expectation of the data subject based on their relationship with the controller.]
The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest. [Recital 47]This basis should not apply to the processing by public authorities in the performance of their tasks.
Article 6(1)(f) & Recital 47 –provides hope!
Our view on Legitimate Interest
A way forward in terms of opt-in / opt-out
• Fundraising Regulator would like an opt-in approach
• DMA have confirmed that it is possible to maintain an opt-out approach (for Direct
Mail only)
• However, this to work within the confines of Legitimate Interest
Why should you bother?
• Charities need to ensure there is an evidenced based approach to
Legitimate Interest
• Data policies can then be defined and written in line with insight
• By defining user groups under Legitimate Interest cohorts – it also gives the
fundamental insights as to which target audience needs to be the focus of any
‘consent / reactivation’ communications.
Considerations for building a
Legitimate Interest case
Reactivation
Tenure
Channel / Value
Reactivation volumeover time
Understand how long supporters have historically been financial supporters
Distinction for products / giving methods
By identifying audience groups into areas of Legitimate
Interest we can:
Those supporters that have ‘transacted’ with the Charity within a predetermined time period that is justifiable e.g. 3 yrs. So, Legitimate interest to send DM1.
2.Those supporter cohorts that can be identified as reactivated over a period of time e.g. 5-9 years.
Supporters that have engaged although noconsent or legitimate interest case can be identified. Clear need to convert before May ‘18
Supporters on the database with no ongoing relationship with the charity. No
communications. Remove?
3.
4.
• Evidence for Legitimate Interest
• Importantly, identifies the right
audience to focus on and
develop a communications
strategy
SMS
Probably phone in the future, so get opt-in now
+Mail, if a legitimate interest case cannot be built
+The data subject needs to be given the right to object to processing their personal data
Channel consent required under PECR/GDPR for
Awareness & Training – Board sponsor, Programme Manager, Stakeholders, Systems Users
Identify data sources and stores across the organisation
Audit against the 5W framework and lawful basis for processing personal data, including a full review of consent statements versus purpose for capturing and using personal data
Build your case for legitimate interests, data retention policy etc. Document all decisions, policy and process and audit
Create unique IDs across all systems
Understand how you capture and manage on-going permissions
Build your communication strategy
High-level action plan
Consentric Platform
Supports GDPR compliance of data processing of PII
Consentric Permission Management Centre
Consentric Engage
Consentric Organisation Portal
Consent Receipt
Admin Panel
Consentric Value
Informed insight from informed consent
J CROMACKCEO, Wood for Trees
T +44 (0) 1225 636 280 (Ext. 336)M +44 (0) 7770 781 193E [email protected] woodfortrees.net
CITIZEN HOUSE | CRESCENT OFFICE PARK | CLARKS WAY | RUSH HILLBATH | BA2 2AF
Thank You!
