Maximising Your Acquisition Performance Through Digital

Allyson Hohman, Marketing Manager - Digital

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Consumers Have Changed.Consumers no longer embark on a linear path to action, but rather move from place to place exploring content.

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The Digital Landscape Has Changed.

Consumer choices are made from information gathered in an ever expanding number of channels. It is our job to isolate the relevant combinations of message and medium.

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6Courtesy of David Armano http://darmano.typepad.com/

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We Can Connect From Everywhere... Everywhere.

40% of mobile users use the internet in the bathroom -- Nielsen 2011

PHOTO BY ARNIE KUILMAN ON FLICKR.COM

Not only is there a shift in mindset, but there is a shift in how we expect to communicate in digital platforms.

We have evolved beyond websites and now interact across a multitude of digital touch points.

Data Supplied by Google

10Data Supplied by Google

11Data Supplied by Google

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“Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time”

- eMarketer

Each AutoShared Tweet turns into an average of seven new sessions on YouTube.com

http://youtube-global.blogspot.com/2009/11/how-we-think-about-social.html

Sharing Drives Sessions

Crossing Channels – YouTube & Facebook

150 years of YouTube

video is watched every day on Facebook

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Change the Way We Plan

PPC

CPC

PPC

Old WaySimple

Mass StorytellingControlled

New WayDiversified

Small ConversationsTransparent

CPMCPA

CPE

3rd Party PartnershipsSocial

Media

Mobile

SEO

CPM

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Where Is Your Audience?

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Map Out Your Strategy

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Create Digital Assets & Distribution Plans

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Implement TechnologyRadian6

• Listen, measure & engage• Connect with influencers• Manage content across

multiple social platforms

Omniture Suite of Products

• Channel attribution• Test creative

• Manage paid channels

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Channel Attribution Modelling

Impression Impression Impression Visit Visit Visit/Action

What can be measured via ad server & site analytics:

DAY 0 DAY 15 DAY 30

The direct navigation lead was preceded by 3 ads and 2 searches--Without this insight, a smart media buy may have been cut

There is no silver bullet

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Insight

Little Strategy

Little Strategy Plan

BuyLaunch

Measure Little Strategy

Little Strategy

Insights

ADJUST

PlanBuy

LaunchMeasure

Test & Learn Process

Old: Big ideas, big launch and big budgetsNew: Micro strategies, big insights and rapid iterations

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Create New Micro Strategies & Tactics

Group One: Passive Jobseekers in NSW

Group Two: Active Jobseekers Looking for a Mining Role

Group Three: 18-39 Females in VIC

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Campaign Measurement Examples Goal: Attract New Customers

Goal: Share Your Business Proposition

• Visitor loyalty pre and post campaign

• Visitor recency by channel

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Campaign Measurement Examples Goal: To Beat the Competition – Share of Search

TV Radio WEB Outdoor

Campaign: If It Exists

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Campaign Elements: Outdoor

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Campaign Elements: Search Marketing

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Campaign Elements: On Site

Job ads lead to the campaign pages on SEEK – showing character profiles and all advertising.

Keyword searches, plus a homepage tile, also lead to the campaign pages on SEEK.

Consistent Across Co-Brands/Partnerships

Microsite

Located at arias.seek.com.au so UBs and Visits were captured via Neilsen

Facebook

Entries and voting powered by Facebook Connect – any interaction by entrants or voters were linked to their Facebook account and ran in their newsfeed

generating viral awareness of the campaign with their Facebook friends

Detailed applicant page – voting and viral begins

Applicants campaigned heavily for

votes by getting media coverage for

their campaigns...

... setting up their own

Facebook pages and events to

get votes

... and using Social Media in a variety of ways

In phase two, the Top 20 applicants from public voting were announced and final voting stage commenced

The Top 20 produced 30 second videos to support their application and encourage voting...

And the campaign continued in earnest with loads of celebrity support, including Sarah Murdoch

Amy Lou, a leading finalist

was interviewed several times by her local paper

As part of her prize, Amy was flown to Sydney and pampered with a makeoverAmy went on to win the competition...

Over a three week period:

Estimated Facebook Newsfeed Updates: 36,310,000

Total Applications: 2,000+ Total Votes: 126,858

Profile Views: 1,027,806

Video Views: 16,594

So what were the results?

** 15% uplift in unaided brand awareness among target 18-29 year olds