Welcome

JESSIE LAMB

TARGETING YOUR DIGITAL AUDIENCES Multichannel Segmentation Strategies

Senior Web Analyst

ANNE BELL-FYSH Digital Marketing Strategist

HASHTAG: #16NTCdigseg NOTES: po.st/digseg-16NTC Evaluation link: po.st/fA8wEG CFRE Credit: 1.5

Types of digital segmentation TARGETING YOUR DIGITAL AUDIENCES

Predictive with ongoing optimization

Dynamic messaging streams Messaging triggered by behavior, dynamic content based upon engagement

List based Past behavior, expressed interest, channel and/or some demographic data

RFM: recency, frequency, monetary value

One-size fits all

We could do better •  The same people responding over and over again.

•  Some people not responding at all to certain campaigns.

•  We had the data, we just needed to look.

How could we engage more people?

Case study: End of Year campaigns TARGETING YOUR DIGITAL AUDIENCES

Segmentation strategy   Behavior-based

  Target previous engagers in email and social

  Non-donors and donors new-to-file given multiple offers

  Do not re-offer asks that a donor has consistently not engaged with

  Nimble response to engagement. If a particular audience is not engaging, give them something else

  Test! Make sure we are able to measure and report back

With several closely timed campaigns, we wanted to find out if better segmentation could improve results overall.

What we tried – Past engagers TARGETING YOUR DIGITAL AUDIENCES

Email

  Target previous symbolic gift givers

  Target people who have never received offer

Target those most likely to give through Mercy Corps symbolic gifts program.

Social Media

  Support email strategy

  Target previous symbolic gift givers with Facebook news feed and right column ads

What we tried – Non-engagers TARGETING YOUR DIGITAL AUDIENCES

Email

  Start End of Year messaging for non-Gifts purchasers earlier

  Don’t send them offers they have not responded to

Send something different to people who have received the Mercy Corps Gifts offer in the past and not responded.

Social Media

  No special targeting

What we tried – New to file TARGETING YOUR DIGITAL AUDIENCES

Email

  Give subscribers a chance to engage with multiple offers

  Test pivoting to different offer early if one is not working

Provide multiple offers to new donors, followers and subscribers.

Social Media

  No special targeting

Paid acquisition

  Paid acquisition channels primarily given End of Year messaging

  Overall combined email and social revenue increased 30%

  Mercy Corps Gifts campaign revenue decreased by 17%, but End of Year revenue more than made up the difference

  Email and social engaged 15% more donors while also raising average gift 11%

Results: Overall lift TARGETING YOUR DIGITAL AUDIENCES

Combined Revenue

Email and social revenue

FY15 FY16

30%

  Past Mercy Corps Gifts donors performed exceptionally well, raising more than $2 per email sent

  Email subscribers pivoted to new messaging in A/B test gave 90% more gifts than those continuing in original message stream

Results: Email engagement TARGETING YOUR DIGITAL AUDIENCES

Donations

Donation lift in email test

Control

Test

90%

  Pivot more quickly or suppress non-responders

  Actual testing and increased segmentation in social could improve outcomes

  Test best offer for non-segmented audiences by channel

  Look for indicators to help improve results from newer audiences

Results: Room for growth TARGETING YOUR DIGITAL AUDIENCES

Revenue per email

Revenue per delivered: End of Year starter message

End of Year only

End of Year & MC Gifts

86%

  Segmentation by behavior works

  Roll out segmentation strategies to additional campaigns / channels

  Test into messaging streams and pivot strategies

  Continue data analysis and monitoring for predictive indicators

Learnings and next steps TARGETING YOUR DIGITAL AUDIENCES

Reaching the right audience with the right message on social media

TARGETING YOUR DIGITAL AUDIENCE

Case Study: Partners In Mercy

  Create target audiences using donor segment email lists

  Craft specific messaging for each target audience

  Utilize Facebook custom audience tools to target each new audience segment

  Monitor and manage tactics based on audience response

  Measure response and report on outcome

TARGETING YOUR DIGITAL AUDIENCES

Partners In Mercy are an incredibly valuable audience, but are also very elusive. Our goal was to acquire new PIMs while testing audience segmentation and targeting tools within Facebook. Strategy

Those not connected to Mercy Corps, but are likely to engage with us and our offer

Introduction to Mercy Corps and our work

around the world

Look-a-like audience modeling based on our

current donors and Partners In Mercy

What we tried – The right audience & message

TARGETING YOUR DIGITAL AUDIENCES

An audience with a strong and deep connection, who might like to deepen their

commitment

A $1 challenge—if all our Partners In Mercy give just

$1 more a month, the change we can make

would be amazing

Custom audience of current Partners In Mercy

Those with a strong connection to Mercy Corps,

who are likely to deepen that relationship by

becoming a monthly donor

The benefits of monthly giving to the beneficiaries

and the donor

Custom audience of current and lapsed donors

Audience Segments

Facebook Targeting

Message

  Message: Turn your compassion into action, help families in need each month AND get a free tote bag!

  Target audience: look-a-like audiences

  Ad type: Facebook News Feed ads

  Targeted audience size: 300,000

Audience: New to Mercy Corps TARGETING YOUR DIGITAL AUDIENCES

  Message: Join our Partners In Mercy team today to help families in need each month AND receive a free tote bag

  Target audience: Current and lapsed donors

  Ad type: Facebook Promoted Post

  Target audience size: 50,000

Audience: Connected to Mercy Corps but not a PIM

TARGETING YOUR DIGITAL AUDIENCES

  Message: If every Partner In Mercy increased their gift by just $1 a month, we would have an additional $180K to help families in need

  Target audience: current Partners In Mercy

  Ad type: Facebook Promoted Posts

  Target audience size: 5,700

Audience: Current PIMs TARGETING YOUR DIGITAL AUDIENCES

  95% of the audience was served an ad

  A small fraction of the audience became a PIM, but we found that people were more likely to make a one time gift

  Average gift amount: $132

  Social media users comments were positive and supported Mercy Corps and our work

Results: New to Mercy Corps TARGETING YOUR DIGITAL AUDIENCES

  60% of the audience was served the Promoted Post

  This audience had a lower than expected conversion rate

  44% of those converted were lapsed donors

  2 of the lapsed donors hadn’t given in at least 10 years

  Social engagement was very high and the sentiment was positive

Results: Connected to Mercy Corps but not PIMs

TARGETING YOUR DIGITAL AUDIENCES

  Just over half the audience was served the Promoted Post

  1% of the audience increased their monthly donation

  Additional annual revenue lift: 1%

  81% upgraded beyond $1

  Average upgrade amount: $5.50

  Social conversation encouraged other PIMs to upgrade and comments were overwhelmingly positive

Results: PIM audience TARGETING YOUR DIGITAL AUDIENCES

“Go ahead and increase my monthly donation by the dollar! Hope everyone does the same”

Partner In Mercy Facebook Fan

  Targeting custom audiences with tailored messaging does work and can lift overall results

  Facebook Promoted Post can be extremely cost effective when used to target custom audiences

  Testing is essential, start your testing today!

Learnings and next steps TARGETING YOUR DIGITAL AUDIENCES

Opportunities and challenges

Future opportunities TARGETING YOUR DIGITAL AUDIENCES

Custom Audiences

Interest based marketing

Omni channel marketing

Automation

Retargeting pixels Testing and predictive modeling Advanced segmentation Persona creation

Topic engagement research Dynamic content streams

Correlating messages at all touch points Testing topics and pivot points

Triggered messages Custom audience building

Challenges and considerations TARGETING YOUR DIGITAL AUDIENCES

Resources Platform limitations

Internal Comms

Obstacles

Staff, budget and time Too many targeting and segmentation options Expertise

Data integration Multiple platforms required Privacy concerns Lack of access to data

Not personalization Scope creep and scalability Difficulty communicating with non-technical teammates

Time to statistical significance Going down the rabbit hole Too much granularity Tests don’t usually win

Getting started TARGETING YOUR DIGITAL AUDIENCES

How to get started with digital channel segmentation:

  Google Analytics demographic tools

  Google Analytics retargeting tools

  Use any data available to look for behavioral patterns and cohorts

  Consider a tracking tool like KISSmetrics

  Monitor results and assign analysis to someone on your team

  If it’s not working, stop doing it. Try something else

  Read up on predictive modeling. Even if you can’t have an analyst on your team, you should understand the concept

  Test your ideas

  Use your email file to start your custom audiences

  Use Facebook and Twitter pixels to build custom audiences

  Think about messaging — what do these custom audiences want to hear from you

  Create an audience strategy and measure results

  Use Facebook and Twitter ads manager

  Start with a small budget and test, test, test

  Monitor campaigns and make adjustments on the fly to maximize budget and results

  Always review results against your strategy

Getting started TARGETING YOUR DIGITAL AUDIENCES

Getting started with custom audiences and social media ad targeting:

Questions?