LIFT 2016: Social for Social Good - How to Move the Needle While Making a Difference by Ryan...

SOCIAL FOR SOCIAL GOOD:HOW TO CREATE POSITIVE SOCIAL CHANGE WHILE BRINGING VALUE TO YOUR BUSINESS

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RyanFitzpatrickManager,GlobalSocialAnalyticsandInsightsWesternUnion

#LiftSocial|@fitzparh


200 Countries

+150B Moved in principal

+500KAgent Locations 31

Transactions everysecond

1B Bank accounts reached worldwide

130Currencies

Our millennial customers are shaping our messaging and marketing approachOur customers are unique and diverse…

“Senders”

Oftenmigrants(~60%)livingandworkinginahostcountrye.g.US,UAE

UseWesternUniontosendmoneytofamilyandfriendsbackhome

“Receivers”

Oftenliveinlessdevelopedcountriese.g.India,Philippines,Mexico– countonWesternUnionremittancesforsupport

Abouttwo-thirdsofreceiversarewomen

Our millennial customers are shaping our messaging and marketing approachOur social audience demonstrates this

Heat Map: Followers across the top 45 regions

High Low NoData

Country JulyFans %ofAudience

Philippines 1,350,898 18%

India 1,058,584 14%

Egypt 1,012,277 13%

Pakistan 613,453 8%

Indonesia 558,559 7%

USA 368,894 5%

Morocco 322,801 4%

Algeria 206,687 3%

Mexico 187,977 2%

Nigeria 175,595 2%

UAE 154,795 2%

SaudiArabia 150,284 2%

Brazil 136,624 2%

Thailand 109,221 1%

Kenya 75,205 1%

Our millennial customers are shaping our messaging and marketing approach

Voice of the customer:UGC from around the world


“We provide a needed solution for the migrant population of the world. We don’t see it as a transaction – it is more than that for us. It is “Moving Money for Better.” Better lives. Better futures.”

Hikmet Ersek CEO, Western Union


The diversity and global reach of our brand enables us to make a difference

#LiftSocial | @fitzparh

Our millennial customers are shaping our messaging and marketing approachChain of Betters: Core mechanics

#LiftSocial | @fitzparhSocialCTA ContentHub


Chainofbetters.com:Content hub for participation


Our millennial customers are shaping our messaging and marketing approachAmplifying UGC from “Betters” winners


16KUserEngagements32KUserEngagements 24KUserEngagements


The Chain of Betters:Bringing WU’s Brand Promise to Life

Key capabilities & decisions

Audience

Medium Measure

“Better things happen when money moves”Behavior

“Now”Customers

“Next”Customers

Feel

Think

Act

OOH/ POS

Owned Social

CRM

Engagement Participation BusinessTHE CHAIN OFBETTERS

• Views• “ActiveViews”• Engagement• Rate

• SiteVisits• BounceRate• Submissions• “Betters”

Winners

BrandFavorability

Purchaseintent

Our millennial customers are shaping our messaging and marketing approachCOB Integrated Social Marketing Strategy


AdTypePurpose PostTypes Boostedfor KPIs

Feel

Think

Act

Focusonbuildingemotional

connectionwithcustomer

ClearCTAtoparticipate+transact

withWU

Getcustomertounderstandtangiblebenefitofcampaign&

WU

Views

Photos,LinksCinemagraphs,Canvasads

Links,CarouselAdsVideoLinks

Video

WebsiteClicks

Engagement

“ActiveViews”

EngagementRate

Clickthrurate

“Betters”Submissions

PUR

CH

ASE FUN

NEL

ContentType

Our millennial customers are shaping our messaging and marketing approachCOB “Act” Post Examples


CarouselAd LinkAd LinkAd

SendingUserstoChainofbetters.com(Participate) SendingUserstoWU.com(transact)

Our millennial customers are shaping our messaging and marketing approachFacebook Targeting Strategy

Look-alikesCustomAudiencesInterest/Demo/GeoTargetingAdvancedTargeting

WebsiteCA

Use

-Cas

e(s)

Bene

fits

Dis

adva

ntag

es

-TargetCustomerSegmentsfromCRM

-Retargetpeoplewhohavealreadyengagedwithourvideoads

-Target“looklikes”ofourexistingcustomers

-TargetuserswhovisitedChainofbetters.com

-Reachourcustomersdirectly

-Moreexpensive

-Relevancy?

-Moreexpensive

-Relevancy?

- “Quality”ofClicks

-Createsaneffectiveavenuetoextendourrelevantaudience

-Greaterpropensityforcontenttoberelevant

-Targetingourfansassumesrelevancy

-BroadertargetingparameterscanleadtolowerCPC’s/CPV’s

-Targetexistingfansofourpages

-Findcustomersinspecificlocationsaroundtheworld

-Captivateinterestamongyour“typical”users+“Next”customers

-Greatwaytomoveourcustomersthroughthefunnel

-Moreexpensive

- “Quality”ofclicks

-HardtoA/Btest

Balance media allotment for efficiency and effectiveness!

Our millennial customers are shaping our messaging and marketing approachCampaign Execution: Tying to Globally

recognized holidays

Our millennial customers are shaping our messaging and marketing approachInternational Women’s Day: Being an effective part of the conversation


• Globally recognized

• UN Supported

• Official Holiday in many parts of the world

• Many brands and causes engage – even recognized by Google doodle in 2015

Our millennial customers are shaping our messaging and marketing approachTying #Chainofbetters to Global

Holidays: RamadanGlobalRamadancampaignacross>16countries


Totalreach: 78,575Totalviews: 38,000(+3sec):30secviews: 4,339Engagement: 87likes/comments/shares

Totalreach: 95,004Totalviews: 39,000(+3sec):30secviews: 6,680Engagement: 191likes/comments/shares

Our millennial customers are shaping our messaging and marketing approachWeekly Reporting for continued content optimization

MOVING THE NEEDLE…

Our millennial customers are shaping our messaging and marketing approachStrong evidence on lead indicators of

business performance

Our millennial customers are shaping our messaging and marketing approachCOB Summary Brainjuicer results

SignificantupliftvPreDirectionaluplift

Our millennial customers are shaping our messaging and marketing approachSocial Listening: Assessing the conversation

17,708Mentionsacross95+countries#Chainofbetterslaunch Sibavideo

#30daysofbetter

*PerCapita*Dates=24Oct15– Sept19

Our millennial customers are shaping our messaging and marketing approachSocial Listening: Assessing the conversation

Brandpurposethemedsentiment

PositivesentimentNegativesentiment

98%NetSentimentYTDTwitter“owned”sentiment


Impact of a successful campaign on Social Engagement

28

2,575,998

218

1,225,333

0%

20%

40%

60%

80%

100%

Posts TotalEngagement

#Chainofbetters AllOtherPostcontent

While #Chainofbetters content made up only 11% of post volume in November 2015, it made up over 67% of post engagement for the same month

Our millennial customers are shaping our messaging and marketing approach#Chainofbetters = Customer Advocacy



Harnessing “Earned”: Customers helping to tell our story


Questions?


Appendix


WU Social Multicultural CommunitiesWUPinoy, WUIndie, WULatinos

WHAT:Facebook pages created for specific ethnic communities around the world: Filipinos, Latinos, Indians

WHY:Gearing social content and community care to valuable and unique customer segments has led to increased engagement with our brand


WU Social Multicultural CommunitiesWUPinoy, WUIndie, WULatinos (Continued)

WUIndie

WUIndie

WUPinoy

Target AudiencePage Languages supported

IndianCommunity

FilipinoCommunity

LatinoCommunity

English

English,Tagalog

English,Spanish,Spanglish

Fans

348K

648K

369K


11 Platforms, each with a strategic purpose to engage our customer

WUCONNECT

ENGAGE INFORM ENTERTAIN

AWARE INSPIRECONNECT

VISUALCURATION



The Chain of BettersBringing WU’s brand purpose to life

Vision Strategy Execution Measure

Launch a global campaign that:• Strengthens

emotional connection to brand

• Delivers on brand purpose to “move money for better”

• Drives bottom of funnel metrics e.g. purchase intent

Customer = hero

Leverage “betters” UGC for campaign amplification

Develop content specific to WU “multicultural social communities”

Tie campaign to global holidays/events (ex. Ramadan) to enhance relevancy

Mobile first!!!

OmniChannel delivery

Content Hub microsite

Hyper focused social targeting (FBCA) + constant optimization

Engagement Metrics- Total + “Active

Views”- Engagement

Rate

Participation Metrics- Submissions- Site visits

Business Metrics

- Purchase intent- Brand

consideration

LIFT 2016: Social for Social Good - How to Move the Needle While Making a Difference by Ryan...

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Transcript of LIFT 2016: Social for Social Good - How to Move the Needle While Making a Difference by Ryan...