Blog Archives

Digital Fundraising


Attended the @iof digital fundraising conference and was interesting to see what is happening in the digital world across small & large charities.

Notes from the sessions:

What’s is digital potential

  • Between 7 and 30%
  • £50b spent online 2011
  • 488m Facebook mobile users
  • Lower conversion and average value via mobile 360 view of donor

 Properly joined up strategy

  • Digital start in silos, ends up in tears for newest silo
  • How can digital help achieve fundraising objectives
  • Toolkit across organisation, each are has digital kpis and accountable, appeal or campaign success
  • Understanding how website is integral to the journey
  • Face to face integration text to give linked to mobile
  • Different messages for cold
  • Personalised messages through sign in
  • Microsite’s for campaigns integrated into main site through content
  • Working digital plan
  • Online PR, long tail of blogs
  • Kpis, multi touch attribution

 QR codes & social media

  • QR codes on cardboard boxes and graffiti where people sleep rough
  • Twitter feed @iamwithsimon
  • Prize for person who uploaded images of sites, part of campaign
  • QR code £1k
  • Graffiti, awareness and uplift for sponsored sleep campaign
  • Engagement with donors
  • Understanding the uplift campaigns have on each other

Give as you live

  • Digital giving survey
  • 51% charity audience is online
  • 30% online donations
  • Facebook is 55% of audience and 1% donations
  • Communicate daily or twice monthly
  • 64% email
  • 80% Facebook
  • 69% twitter
  • Internal resource barrier to adaptation
  • Digital donor review

Turning slacktvists to superheroes

  • Emotional engagement
  • Different home pages for different customers
  • Interactive insights
  • Data from all areas into CRM
  • Downstream donations
  • Collaborative way of working ripple effect
  • Project giving
  • Showing lifetime value of fundraisers
  • Value through their networks
  • League table of fundraisers
  • Social media payback model

 Affiliates

  • In house affiliate programme
  • Performance marketing
  • High return low risk
  • Helping them to sell your messages to their audience
  • Merchant, network and affiliates
  • Types of affiliates vary, cash back & comparison
  • Can drive traffic to social media
  • Mobile & locational marketing
  • Awarding affiliates based on attribution modelling

Crowdfunding

  • Choose what & how
  • Local ask, crowd around your local cause or project
  • See the difference their money makes
  • Gives you transparency of where the £1 goes
  • Allows you to track how much projects cost
  • Tangible ask
  •  5 year ROI
  • If you build they won’t come
  • Releasing the power of the crowd
  • Recruit committed supporters, facilitate their comms, help get word out
  • 40k site and 20k promotion

Return on investment

  • Attribution
  • Channels run independently and last click model
  • Conversion paths, multi touch pints, multi device
  • Every point has value to the final conversion
  • Hard conversion vs soft conversion
  • How’s does marketing influence channels, each other & budget
  • Stage 1- gathering data
  • On your site, 3rd parties & social media
  • Tracking does not cross devices unless logged in – needed to collect full journey
  • URL shortening
  • Provide images with tracking or hosted on our domain
  • Tracking via flash using action scripts
  • Logged in sessions allow you to manage multiple sessions & behavioural
  • Facebook connect 77 pieces of data
  • Virtuous data cycle
  • Stage 2- analysing data
  • Understand channel and conversion interactions
  • Increase budget efficiency
  • Channel pairs
  • Last click
  • First click
  • Linear – equal weighting
  • Position – balance between first & last
  • Time decay – Age of click
  • Custom – all of above
  • 30 day window
  • Sensitivity analysis, how does a channel perform within different models
  • 4d is sensitivity over time
  • Not paralysis by analysis
  • Future, devices talk to each other, real time bidding, tv cookies, only WOM will be untrackable
  • Use smaller nuggets to make decisions too

Sample of tweets from the day:

Best quote from todays #iofdigitalconf vols who give 5+ hrs/wk, who find & recruit five other vols to do the same are just like major donors

 
Ooh need to check out the multi-channel reporting tool in Google Analytics. Looks helpful for attribution. Thx @natewood #iofdigitalconf

Cost of the @aslongasittakes website was same as 60% of our entire annual marketing budget 😦 http://my.actionforchildren.org.uk  #iofdigitalconf

Interesting-20% of guide dogs online sign ups are generated by affiliates #iofdigitalconf

Online audience accounts for 51% of total charity audience but online donations generate only 30% of total income #worktodo #iofdigitalconf

Enjoying the #iofdigitalconf, great talks already from Merlin and Simon on the Streets. Now time to hear about slacktivists…

 

Here’s the link to the @giveasyoulive launch Digital Donor Review http://bit.ly/NZ2Kex  #iofdigitalconf

 

Despite audience being online 70% of donations are offline @giveasyoulive #iofdigitalconf

If taking up pro bono support make sure the agency *really* gets under the skin of your charity + their goals match yours #iofdigitalconf

Clive from Simon on the streets talking about an excellent use of QR codes in their FR #iofdigitalconf excellent idea!

Merlin test new content on their homepage every 2 weeks. East Africa appeal proving to be the right content for new visitors #iofdigitalconf

Align digital strategy with fundraising objectives, work with all elements of fundraising @realbrownhoward #iofdigitalconf

32% of people access Just Giving by mobile. But even when optimised conversions & value of donations are lower @jon_bedford #iofdigitalconf

488m people are accessing Facebook via their mobile phone.from @jon_bedford at #iofdigitalconf

Twitter names of key speakers:

@jon_bedford

@realbrownhoward

@nateword

 

Twitter – weekly update


My tweets from the last few weeks:

Plus and updte on Google +

How productive are you??


Nowadays you can get so many apps to help you, but are they making people more effective or just taking away their need to think! You can read a summary of apps here. One of my faviourtes is the new app that tells you what to wear based on the weather.

With all this new apps saving me time I wonder what I would do with my time:

Domo-what-you-could-do-with-an-extra-2-hours

Domo-what-you-could-do-with-an-extra-2-hours

To be honest, all these options sometimes make me more inefficent:

Digital Distraction

Digital Distraction

Social Media Day & Google


Saturday 30 June was Social Media Day, I wish I was able to participate but I was watching the Olympic Tourch in Wolverhampton.

It was all about holding Social Meet Up’s in your area and using soacial media to broadcast about your event….I hope to participate next year.

Google hosted their annual developer conference and I was greatful to Mashable as I was able to track their live feed.

They are in the process of launching new products and services, the following article summarises it.

Online Marketing Show


Hope to pick up some great tweets from the Online Marketing Show  #mwlive2012

Day one highlights

  • Use the data you already have to optimise response and improve ROI.” @MatFinchUK ‪#MWLive2012‬
  •  RT @Buffalo7Studio: SEO words of wisdom from the Crowd Bait chief. Google+ is the future – http://bit.ly/LiJMcy
  •  Twitter and YouTube are totally different! Understand the most effective role of a channel and test different messaging. ‪#MWLive2012‬
  •  @craftedmedia: Facebook is the only place in the world in which it’s ok to talk to a wall ‪#MWLive2012‬” totally love this tweet !
  •  @BrandcastMedia: The golden question: “how do we manage the effectiveness of online marketing?” ‪#MWLive2012‬” monitor and engage ‪#Kred‬
  •  Consolidate your data, map your customer journey, keep measurement simple, look for trends and set benchmarks. @MatFinchUK ‪#MWLive2012‬
  •  Social business is what we should be striving for – it goes way beyond implementing a social media strategy. ‪#mwlive2012‬
  •  Outstanding research is 2% of brand building, on which the other 98% hangs.’ Elephants Can’t Jump. ‪#MWLive2012‬
  •  How do you turn your email recipients into brand advocates? Engage with them & give them a reason to share ‪#MWLive2012‬
  • Spray and pray vs targeted – a combination of both makes a good email strategy ‪#MWLive2012‬
  •  Personalisation in an email is a good way to engage recipients – make sure it is relevant ‪#MWLive2012‬
  •  Deliver valuable, relevant content and think of yourself as a publisher. Content is king ‪#mwlive2012‬
  •  Less than 15% of email is personal 1 to 1 communication ‪#mwlive2012‬
  •  E-mail marketing 2.0; domain reputation, trust, segmentation, multi-device compatibility, user engagement ‪#mwlive2012‬
  •  Brits spent about an hour a month on ‪#Sports‬ sites http://ow.ly/bSGGX ‪#mwlive2012‬
  •  Fan bases can be ever-changing so be prepared to realign your social strategy” – @kathrynhavelock ‪#MWLive2012‬
  •  Timing is a critical factor in identifying and fostering longer-­term buyers through marketing. Read More http://marketing.pipedream-marketing.com/acton/media/10 … ‪#MWLive2012‬
  •  Make it sticky: using data and insight to drive ROI in a multi-channel world – don’t miss our ‪#MWLive2012‬ seminar at 12h40
  •  ‪#mwlive2012‬ 1/3 all traffic to The Guardian from a mobile or tablet device, your business the same?
  •  In one second you can only process 16 pieces of information out of 11 million ‪#mwlive2012‬ in Insight
  •  High street MC sales up 10% YOY. Sales via mobile up 359% YOY. Click and collect 8.4% online sales in 2011. IMRG stats ‪#MWLive2012‬
  •  Syl Saller – “innovation is about being entrepreneurial, experimenting and having courage of your convictions” ‪#mwlive2012‬
  •  Johnnie Walker was in 120 countries before Coke even left US shores – bold innovation and a grand vision ‪#mwlive2012‬
  •  Nokia: Great ideas don’t come from stressed employees, so we made changes to encourage our people to have fun ‪#mwlive2012‬
  •  RT @beckyreflect: 2.2 billion visits to search engines every single month in the uk – this is why SEO is so important!! ‪#mwlive2012‬
  •  Dont focus on process if you want to innovate ‪#mwlive2012‬
  •  Barclays: Nothing changes decision-makers’ minds more than watching/hearing words come directly from their consumers’ mouths ‪#mwlive2012‬
  •  Don’t make your users work hard to read on their iPhones!!” plan for your emails to fail on mobile and be prepped @skipfidura ‪#MWLive2012‬
  •  Original content is still the best way to build your brand – become a thought leader ‪#mwlive2012‬
  •  Sky believe its most important to: gather data > analyse data > customise outcomes ‪#mwlive2012‬ ‪#multichannelstrategy‬
  •  @Lexus speaker at ‪#MWLive2012‬ ‪#FAIL‬ – u need to get ppl’s attention within the first minute not 15!!
  •  Intention is dead, behaviour is king. Research methods for behavioural economics ‪#mwlive2012‬
  •  RT @heidinoemm: How functional and social media integrated is your ‪#newsroom‬? http://instagr.am/p/MX6oaPlNT8/ ‪#mwlive2012‬
  •  The web has replaced visits to dealerships. 94% of car buyers research online. So how did Lexus “create amazing” online? ‪#mwlive2012‬
  •  Did you know: 39% of respondents said they use social channels to find discount vouchers? ‪#MWLive2012‬
  •  In 2006, for the World Cup, Coke created 6 pieces of content. In 2012, for the Olympics… 60. ‪#mwlive2012‬
  •  @MarketingWeekEd: women spend 8 years of their life shopping, says coke’s zoe howarth, re diet coke n fashion ‪#mwlive2012‬” so true for me!
  •  Boots ‪#marketing‬ follows 3 stage strategy. 1 Insight. 2 Campaign design/deliver. 3. Systems and suppliers to support activity. ‪#mwlive2012‬
  •  Kiosk on mobile communities incentivise their community members to provide content, do you do too? ‪#MWlive2012

I also found the key influencers

 

Measure What Matters


Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships  by Katie Delahaye Paine

10 questions we should all be able to answer:

  1. What are our objectives
  2. Who is the audience
  3. What is important to the audience
  4. What motivates them (motivations/triggers)
  5. What are your key messages
  6. Who influences your audience
  7. How do you distribute your product
  8. What are you going to do with research you get
  9. What other areas will be affected
  10. What other measurements are in place

Value of mention

Visibility – Prominence + Dominance

  1. Headline
  2. Top 20%
  3. Exclusive
  4. Dominant
  5. Average
  6. Minimal

Tone

  1. Positive
  2. Neutral
  3. Balanced
  4. Negative

Messages Communicated

  1. Enhanced key messages
  2. Full key message
  3. Partial/incomplete message
  4. No message
  5. Wrong/opposite message

The new stages of decision making

FIND – OBSERVE/LURK – PARTICIPATE – ENGAGEMENT – PURCHASE/ACT/LINK/WOM

 

The new rules of social media

  1. We are not in control
  2. There is not a market for your messages
  3. It’s about reaching the right eyeballs
  4. It’s worse not to be talked about

 

The phases of engagement

  1. IMPRESSIONS
  2. CLICKTHROUGHS/UNIQUE VISITORS/LIKES
  3. REPEAT VISITORS/TWITTER FOLLOWERS/COMMENTS
  4. RETWEETS/REPEAT COMMENTS/REPOSTS/SHARES/USE OF HASHTAG
  5. REGISTRATIOM/POSTIVE SENTIMENT/NET PROMOTER SCORE
  6. TRAIL PURCHASE/ADVOCACY

 

Levels of engagement

  1. Lurking
  2. Casual
  3. Active
  4. Committed
  5. Loyalist

 

Social media content analysis – good way to find bloggers

  1. Find the content
  2. Determine the type of conversation
  3. Determine the visibility of your brand
  4. Determine if anyone was quoted
  5. Determine sentiment
  6. Determine what messages were communicated
  7. Determine positioning on key issues
  8. Quantifying the authority of the write

 

How to measure influencers

  1. Search for blogs mentioning brand
    1. Delete duplicates/not relevant
    2. Record the date, the source, the author & subject
    3. Note number of comments
    4. Verify the blogs & bloggers
      1. Rank them in number of mentions of brand/topic
      2. Run through blog grader/twitalyzer – rank in order of score
      3. Then rank in order of “conversation index” – ratio of comments to posts
      4. Add three ranks together – what is our top 10/50/100

 

 

Digital Empowerment Conference


Tweets from the conference – love that I can still get insight when I cannot be physically there:

#decon2012 Have an interesting story or you’ll be shouting into the wind, says David James.

Think of your value proposition in 8 words #decon2012

@myographer “Don’t try and convert haters. Just let them go.” #decon2012

Blog tips via @DaveChaffey yoast on WordPress http://yoast.com/wordpress/ #decon2012

2.7 billion ‘likes’ on facebook every day. #decon2012

107M monthly unique monthly visitors to LinkedIn. #decon2012

There r 465M twitter accounts 135M members of LinkedIn. Wow! I like a statistic. #decon2012

Google+ 67% users are male; top occupation of users: student; 5bn +1’s per day. #decon2012

And 12M on Pinterest. 97% of likes r by women #decon2012

@steve_revill Ive nt used #Pinterest heavily bt it’s gud 4 #SEO #backlinking. I dont knw hw long it will last so take advantage #decon2012

What do you want to achieve? It cant be to increase your Klout score @davechaffey #decon2012

Social listening services are like a press cuttings service…on steroids according to @mikeberrytweets #decon2012

Don’t try to be an expert at everything #decon2012

Bloggers- have a contract with yourself about the frequency of posts you will commit to. And stick to it. Via @DaveChaffey #decon2012

Your brand needs a personality. Personality is not just what you stand for but how you communicate it #decon2012

Totally agree! “@DaveChaffey #decon2012 personal branding on twitter is about long form content and a blog is essential” #social #ux #mobile

Content has to be relevant & interesting #decon2012 @annmariehanlon

@annmariehanlon #decon2012 meet more people on on-line network than at a networking event. Spend more time on Linked In network

Every business is a multi-channel publisher now #decon2012

Use LinkedIn Skills to see most influential commentators in an industry sector or specialism via @DaveChaffey #decon2012

@DaveChaffey: “Invest time in your blog. The more time you invest, the more you will stand out” #decon2012

@DaveChaffey #decon2012 when developing a #blog you need to create the OVP online value proposition; sell, inform, entertain balance

@DaveChaffey thinks Google+ is here to stay #decon2012

90% of career success comes from attitude and behaviour (30%) and visibility and exposure (60%) via @LesleyEverett #decon2012

Social listening should replace social media monitoring @mikeberrytweets at #decon2012

Do u know what yr OVP is? That’s Online Value Proposition dontcha know courtesy of @davechaffey #decon2012

Content marketing plan – does your business have one? There’s now a dedicated institute @DaveChaffey #decon2012 http://ow.ly/bFKN0

RT @MarthaToulouse: Don’t be too noisy on LinkedIn timeline. Put the invisibility ON if you are making small changes #decon2012 // Good tip

#decon2012 monitor & measure your social media. Must have a look at Google Reader. @annmariehanlon

Look at job descriptions you like/want, identify key words and ensure they’re in all your profiles, blogs @annmariehanlon at #decon2012

Every update (on social networks) is like toothpaste. Once it’s out the tube it can’t go back in. Love that. @annmariehanlon #decon2012

RT @DaveChaffey from @annemariehanlon: http://www.mywebcareer.com/ What do your online profiles tell employers about you? #decon2012 > #mywebcareer

#decon2012 Clued up companies are beginning to see the importance of personal branding for senior individuals, says Mike Berry.

 

Digital Confereneces – catch up via tweets


This week has been so manic at work and would have really loved to visit some great digital conferences – instead I read the twitter feeds – here are the highlights

Social Media Influence

Best article to date – ROI Skeptic

Brands using multiple social platforms have a 50% higher engagement rate on FB than those only using one #SMI12

Worth checking out Amex’s Foursquare promo for how social, location and mobile are coming together – http://bbc.in/KZx8yc #smi12

Marketing and customer service teams are going to have a love affair, or at least become best friends says @prelini #smi12

Super fans are key to success – generate 50% of community content and 85% of all useful content @prelini #SMI12

90% trust peer recommendations only 14% trust marketing recommendations #SMI12

GiffGaff respond to 90% of queries within 5 minutes and 75% within 1 minute by rewarding customers for helping them with responses.

More notes from one of the conferences attendees

Future of digital marketing

80% of brands do not yet have an optimised mobile site – @simonbigpicture at #FODM

35% of ASOS’ content is customer service related – they’ve seen significant increase in Google rankings/traffic #FODM

Here’s the brilliant Mobile-Friendly Email case study with “53% CTR increase”: http://bit.ly/53pcctr #fodm

“Don’t be ‘present’, be meaningful” Content needs to provide added value. McLaren’s James Keady on content marketing and creation #FODM

Why do people disengage with Facebook? 42% feel bombarded, 36% find it irrelevant. Content is key. #FODM

#FODM Consumers who interact with the same member of staff 3 times are 10x more likely to buy.

Tweets from speakers

Figaro Digital Social Media Marketing

Provide a reason for ppl to engage, focus on individuals not groups, value for money & incentive sharing says @LivingSocial

It’s not all about #facebook says @vendaUK. @Pinterest = 240% year-on-year growth #figaroseminar

61% of customers are more likely to buy if they see a positive review (especially if via a friend) @vendaUK #figaroseminar

13% of global population on #facebook #socialmedia #figaroseminar

Use social credentials and data to facilitate online shopping eg single sign-on @Figaro_Digital #figaroseminarSocial Commerce is not just about discounts. Create involvement and treat social shoppers as VIP focus group @Figaro_Digital

Social CRM data enhances the customer service experience for shopper @Figaro_Digital #figaroseminar

Optimise onsite sharing and quality of those shares using OpenGraph markups to augment product data @Figaro_Digital #figaroseminar

Start with understanding how social traffic interacts with your online store @Figaro_Digital #figaroseminar

Social commerce is not the same as Ecommerce it needs different approach @Figaro_Digital #figaroseminar

67% of users expect to be exposed to exclusive offers as a result of becoming a fan on Facebook. #figaroseminar

13% of the Global population is on Facebook. #Wow #figaroseminar

84% of users on facebook are active daily #figaroseminar

58% of facebook users have liked a brand #figaroseminar

#figaroseminar @wildfireapp active users 901m on Facebook, 490m on Youtube

I also following a presentation that was via Twitter @YardSocial
For more information you can view the videos from their seminar.
Also found a great update for BlogWorld

eCommerce Expo


This year I decided to attend the eCommerce Expo in Manchester – hoping to get into the seminars as not a main London event.  It worked, I got into the seminars but the workshops werent of the best quality. For great updates read the twitter stream of Albie Attias @aattias

My notes are as follows:

Email marketing behavioural – Red eye

  • Standout, timely and relevant
  • Rfm, historic, lifestyle, engagement, automation, dynamic content, behavioural data
  • Emails based on triggers and behaviour most likely to be effective
  • Three quarters of people says they un-subscribe due to irrelevant emails
  • Example Haven Holidays based on search information and what entered in holiday save, increased in relevancy
  • Email analytics, online direct marketing, current browsing behaviour
  • Maximise lifestyle value by targeting behaviour
  • Nursery programmes to encourage loyalty in infancy of relationship
  • Re engagement, different pot for those not engaging in last 6 months.
  • Need to make sure tags work for behavioural email to work

Ecommerce business – Love honey.co.uk – Neal Slateford/ Richard Longhurst

  •  Not knowing everything shouldn’t stop for you..
  • Need capital…spend most on website, stock & photoshoot
  • What makes you special your own products
  • Retail is detail, know your products
  • Know your community and they will care for you
  • If you out source what will you be good at?
  • Go the extra inch….WOM and repeat purchase…customer service does your marketing
  • Find good people… 75 % though twitter
  • Easier to change direction when moving….get going and add add add
  • Don’t need to spend money to get noticed….get products reviewed or featured

 

Data is King – email vision – Henry Smith

  • Data sources – customers, campaign, product, transactions, media & content
  • Turning data into actionable insights
  • 49% people unsub from list previously subscribed to Yahoo blocked over 120 billion emails
  • Expect to receive tailored emails based on behaviour online
  • Customer visualisation segment your customer base
  • Customer journey, acquisition, nursery, active, lapse & dormant
  • Life cycle insight *** Filofax email to social integration

 

The IPAD and all things new


I am still loving my new Ipad, I use it more and more (and so does Scarlett).

Many people seem to not like the new IPAD:

Chart showing why people dislike the new IPAD

Why do you hate the new IPAD?

I love the cloud as it means that I can transfer stuff from the IPAD 2 (now the husbands) to mine & vice versa. Also nothing is ever lost – found a great story about a lady who used the Cloud to find her stolen I-phone.

I am not the only one  obsessed,  looks like top CEO’s are obsessed too!

I recently signed up for Wavvi – follow any topics to get status updates about it in your feed – they reckon it will replace the Facebook feed!

Loving the following new technology:

Anyone who has done a business or marketing degree will have heard about Maslows Herierchy of Needs – I like how social media has prompted one author to look at rewiring Maslow

Also, last week YouTube turned 7.  Happy Birthday YouTube