Becoming a Digital Hero - Using Data and Stories to Create Heroic Digital Experiences
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The document presents a comprehensive overview of modern digital marketing strategies for both for-profit and non-profit organizations, emphasizing the importance of data-driven insights and storytelling. It highlights best practices across various channels, including email, social media, and mobile, while advocating for a tailored approach based on customer behaviors and preferences. Additionally, it underscores the significance of measurement and consistent messaging to enhance engagement and achieve marketing goals.
Becoming a Digital Hero - Using Data and Stories to Create Heroic Digital Experiences
- 1. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 2. www.analegy.com Talib Morgan – tmorgan@analegy.com 2 DIGITAL MARKETING SUCCESS BEST PRACTICES CONTACT INFO STATE OF MARKETINGINTRO CASE STUDY Content OverviewWhat We’ll Cover Today
- 3. www.analegy.com Talib Morgan – tmorgan@analegy.com 3 STATE OF MARKETING A Quick Overview of the Marketing Landscape
- 4. www.analegy.com Talib Morgan – tmorgan@analegy.com 4 State 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/
- 5. www.analegy.com Talib Morgan – tmorgan@analegy.com 5 State 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
- 6. www.analegy.com Talib Morgan – tmorgan@analegy.com 6 State of MarketingUsers’ Channel Options People’s Online Time Spread Across Multiple Different Channels
- 7. www.analegy.com Talib Morgan – tmorgan@analegy.com 7 State of MarketingGive Up? Never! Not for the Faint of Heart Source: Google / DoubleClick Display Benchmarks Tool - http://www.richmediagallery.com/tools/benchmarks
- 8. www.analegy.com Talib Morgan – tmorgan@analegy.com 8 Quick 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 STORYTELLING Use strong imagery to tell a better story SCALABLE ENGAGEMENT Use Facebook as a key channel for servicing and engaging your members STAY IN THE KNOW Know what matters to your members and address it CONSISTENT CALLS TO ACTION Clear calls to action should be present on your posts and images. Make posts purposeful.
- 9. www.analegy.com Talib Morgan – tmorgan@analegy.com 9 Using digital marketing to increase membership, program enrollment and engagement. DIGITAL MARKETING SUCCESS
- 10. www.analegy.com Talib Morgan – tmorgan@analegy.com 10 Data-driven insights inform stories that spark personalized customer experiences
- 11. www.analegy.com Talib Morgan – tmorgan@analegy.com 11 Pillars 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
- 12. www.analegy.com Talib Morgan – tmorgan@analegy.com 12 Pillars of Digital Marketing SuccessThree Keys to Digital Communications
- 13. www.analegy.com Talib Morgan – tmorgan@analegy.com 13 Pillars of Digital Marketing SuccessThree Keys to Digital Communications
- 14. www.analegy.com Talib Morgan – tmorgan@analegy.com 14 Pillars of Digital Marketing Success3As Customer ExperienceData-Driven Insights Stories ANALYZE APPROACH ACTIVITY
- 15. www.analegy.com Talib Morgan – tmorgan@analegy.com 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?
- 16. www.analegy.com Talib Morgan – tmorgan@analegy.com 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/
- 17. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 18. www.analegy.com Talib Morgan – tmorgan@analegy.com 18 Let’s take a quick look at consumers’ digital behaviors A BRIEF DIGRESSION
- 19. www.analegy.com Talib Morgan – tmorgan@analegy.com 19 Understanding Consumers’ BehaviorsMedia Channel Preferences by Age
- 20. www.analegy.com Talib Morgan – tmorgan@analegy.com 20 Understanding Consumers’ BehaviorsChanges in Reaching and Engaging Customers
- 21. www.analegy.com Talib Morgan – tmorgan@analegy.com 21 Understanding Consumers’ BehaviorsEmail Opens by Platform Source: https://litmus.com/blog/desktop-webmail-increase-august-2016-market-share
- 22. www.analegy.com Talib Morgan – tmorgan@analegy.com 22 Understanding Consumers’ BehaviorsEmail Click to Open Rates by Platform
- 23. www.analegy.com Talib Morgan – tmorgan@analegy.com 23 Understanding Consumers’ BehaviorsOnline Video Consumption Growth Rates by Device
- 24. www.analegy.com Talib Morgan – tmorgan@analegy.com 24 Understanding Consumers’ BehaviorsMobile Share of Online Video Plays (Now Exceeds Desktop)
- 25. www.analegy.com Talib Morgan – tmorgan@analegy.com 25 Understanding Consumers’ BehaviorsSocial Media Platform Usage by Age
- 26. www.analegy.com Talib Morgan – tmorgan@analegy.com 26 Understanding Consumers’ BehaviorsTime Spent in Mobile Apps by Age
- 27. www.analegy.com Talib Morgan – tmorgan@analegy.com 27 Understanding Consumers’ BehaviorsShare of Digital Media Time Spent on Specific Platforms by Age
- 28. www.analegy.com Talib Morgan – tmorgan@analegy.com 28 Understanding Consumers’ BehaviorsUS Media Reach (Web Smartphone Use Now Exceeds Internet Usage)
- 29. www.analegy.com Talib Morgan – tmorgan@analegy.com 29 Understanding Consumers’ BehaviorsConsumers’ Influencers
- 30. www.analegy.com Talib Morgan – tmorgan@analegy.com 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?
- 31. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 32. www.analegy.com Talib Morgan – tmorgan@analegy.com 32 Implementation factors that increase the likelihood of success DIGITAL MARKETING BEST PRACTICES
- 33. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 34. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 35. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 36. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 37. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 38. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 39. www.analegy.com Talib Morgan – tmorgan@analegy.com 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
- 40. www.analegy.com Talib Morgan – tmorgan@analegy.com 40 2 31 MAKE MEASUREMENT YOUR FRIEND AND EXTRACT INSIGHTS BE PERSONAL, BE RELEVANT GO MOBILE OR GO HOME TakewaysTL;DR 5 64 CREATE EXPERIENCES THAT MAKE YOUR MEMBERS SELL FOR YOU CONSISTENCY MATTERS TELL STORIES ACROSS ALL YOUR CHANNELS
- 41. www.analegy.com Talib Morgan – tmorgan@analegy.com 41 THANK YOU
- 42. www.analegy.com Talib Morgan – tmorgan@analegy.com 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 Consultancy Worked 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 Technology Immediate-Past President, American Marketing Association New Jersey
- 43. www.analegy.com Talib Morgan – tmorgan@analegy.com 43 CONTACT ME WWW.ANALEGY.COM TALIB MORGAN @talibmorgan http://linkedin.com/in/talibmorgan tmorgan@analegy.com