Sexual bias exclusion - Team B
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Transcript of Sexual bias exclusion - Team B
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Sexual bias exclusion - Team B
Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László
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Agenda
1. Introduction
2. A.L.E.G.
3. Google Adwords Campaign overview
4. Social media overview
5. Conclusion
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Our team
Balázs László
Adriana Dumitrascu
Alice Sisterson
Nicolas Riberio De Abreu
Christina Nolte
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Structure of our team
Adwords Social
Adriana Christina NicolasAlice
Balázs
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A.L.E.G.
• 2004, Sibiu
• promotes gender equality
• public awareness on gender stereotypes
• fights against gender discrimination and gender-based violence
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Projects
• High school students
• Non-formal education
• Gender equality festival
• Theater, workshops, seminars
• Street events
• Community
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Social networks & Blog
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Schedule
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Social media component:Google Plus
Results:
• 502 views
• Followers: 4
people
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Social media component:Facebook page
Methodology:
• Promote the Romanian Organization: „A.L.E.G.”
• We also decide to create a link to our WordPress Blog
• Publish every kind of messages
Key results:
• Around 300 likes
• Total brought is 2 300 on our publications
• 620 clicks in total10
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Social media component:WordPress Blog
Methodology:
• Step 1: Creation and customization of our blog
• Step 2: Content and connection with other medias
• Step 3: Categorization of our Blog
Key results:
• 51 users
• 324 pageviews
• 84% of new visitors
• 16% of returning visitors
• Good connection with our Facebook page
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Google Adwords campaign
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Industry component - How we proceeded
2 campaignsEnglish & Romanian
BudgetAd Groups
A.L.E.G. & projects
Target market & group, positioning
Various ads promoting A.L.E.G., topic itslef &
specific projects
Daily Improvements:Added & improved keywords, checked bids, created new ads
161 clicks
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English Campaign - AdGroup A.L.E.G.
• A.L.E.G. and topic related issues
• Keywords like women’s rights, discrimination of women, sexual harassment, help organization etc.
• General ads worked better than organization specific ones
• Most successful ad:
• 10 clicks
• CTR 0.20%
• Avr CPC 1.12 PLN
• Avr Pos 1.1
➡ The more catchy & provocative the ad, the more successful it was
Overall performance of number of clicks and impressions
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English Campaign - AdGroup Projects
• Upcoming projects, festivals, seminars
• Keywords of AdGroup A.L.E.G & project specific ones (e.g. festival Sibiu, volunteering Romania, project women discrimination)
• Specifically headlined ads worked better than general ones
• Most successful ad:
• 4 clicks
• CTR 0.27%
• Avr CPC 1.60 PLN
• Avr Pos 2
➡ The more precise the ad, the more successful it was
Overall performance of number of clicks and impressions
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English Campaign Difficulties
• A.L.E.G.’s website only in Romanian language besides few articles
• A.L.E.G.’s facebook profile only in Romanian language
• Low likelihood of Romanians to google in English
• Attempt to also include UK as target location failed due to huge price increase
• Use of violent words
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Romanian campaign
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Strategy
•National campaign
•Gain visibility for association
•Attract volunteers
•Target audience:
Teenagers
Students
Parents
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• Ad for the association
• Keywords:
“voluntary Sibiu”
“equal rights”
“youth association” “volunteering”
• 27 clicks - first day
• 61 clicks - overall
• CTR: 4,35%
First ad
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Three groups:
1. The ALEG Association
2. ALEG Projects
3. ALEG Projects Facebook
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A.L.E.G. Association Group
• Ads: 5
• Clicks: 64
• Impressions: over 3,500
• CTR: 1,78
• Cost: 88 PLN
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A.L.E.G. Projects
• Ads: 11
• Clicks: 42
• Impressions: over 6,600
• CTR: 0,64%
• Cost: 65,70 PLN
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A.L.E.G. Projects Facebook
• Ads: 5
• Clicks: 33
• Impressions: over 7,800
• CTR: 0,42%
• Cost: 89 PLN
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Romanian campaign overall
• Ads: 21
• Clicks: 139
• Impressions: over 18.000
• CTR: 0,77%
• Cost: 243 PLN
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Conclusion
•Learning objectives and outcomes:
• Muticultural framework
• No communication problems in our team
• Learning about Google AdWords campaign and Google Analytics
Future recommendations :
• Keep visibility on internet
• Put some Hastags #
• Continue with Google AdWords
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Thank you for your attention!