Aytug Ozeli & Richard Lane: Using Digital Platforms
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Learn how shoestring budgets can go a long way to expanding reach for your campaign. Gain examples of using a variety of platforms & recognising their audiences. Learn how to build content by growing an online community of users.
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Aytug Ozeli & Richard Lane: Using Digital Platforms
- 1. Using digital platforms to turbo boost campaign reach Richard Lane Aytug Ozeli 8th February 2016 #SMEX16
- 2. Who is Scope? • Where have we come from? • What do we exist to do? • How do we use digital to achieve these aim? 8th February 2016 #SMEX16
- 3. Why is digital so important to us? • Sharing disabled people’s voices • Challenging assumptions • By-passing a mainstream media narrative 8th February 2016 #SMEX16
- 4. What do we mean when we say ‘campaigns’? • Stories • Campaigns • Brand • Programmes • Media 8th February 2016 #SMEX16
- 5. #DDA20 • 2015 was the 20th anniversary of the Disability Discrimination Act • We wanted to mark the moment… without ‘stepping on toes’ and without much budget • With a total spend of £1,020 we created our most shared content ever • Who did we target and why? • What did we learn? 8th February 2016 #SMEX16
- 7. #100Days100Stories • How to run an election campaign without capacity? • How to get around ‘email fatigue’? • What reach did we get? • Importance of working across teams - press, public affairs etc • What did we learn? 8th February 2016 #SMEX16
- 8. #100days100stories • Forget hunches and internally arguing about which bits of content to promote… • Let your audience decide where to place your budgets • Always concentrate on your best performers 8th February 2016 #SMEX16
- 9. 8th February 2016 #SMEX16 • Go to the Insights tab on Facebook
- 10. 8th February 2016 #SMEX16 • Lots of content to choose from
- 14. #100days100stories 8th February 2016 #SMEX16 1,109 Likes 235 Shares 1,408 Likes 804 Shares 1,735 Likes 265 Shares
- 15. #100days100stories • Total budget = £900 • Results – 684,000 impressions – 22,000 clicks to the website – 5p per website click – 2,774 likes – 466 shares 8th February 2016 #SMEX16
- 17. Back to marketing 101 • Keep the audience at the heart of your campaign • Who knows quite a bit about their audience(s)? • Use Facebook audience insights – it’s free! 8th February 2016 #SMEX16
- 18. Facebook Audience insights 8th February 2016 #SMEX16
- 19. Facebook Audience insights 8th February 2016 #SMEX16
- 20. Facebook Audience insights 8th February 2016 #SMEX16
- 21. YouGov Profiles 8th February 2016 #SMEX16
- 22. YouGov Profiles 8th February 2016 #SMEX16
- 23. YouGov Profiles 8th February 2015 #SMEX16
- 24. How do I use this info? • Build up a portfolio of core audiences • Test at multiple levels – Between major groups – But also test at a granular level. Just how much traction do we have amongst David Bowie fans compared to Will Young fans?! 8th February 2015 #SMEX16
- 25. Let’s look at a recent campaign • Who do you think they were targeting? 8th February 2016 #SMEX16
- 26. So… • Who do you think War Child were targeting? 8th February 2016 #SMEX16
- 27. #EndtheAwkward • Why did we launch End the Awkward? • What did we set out to achieve? • What tools did we use? 8th February 2016 #SMEX16
- 28. • Any guesses? Who did Scope target for End the Awkward? 8th February 2016 #SMEX16
- 29. Who did Scope target for End the Awkward? • 20-something year olds • Interested in C4 comedies – 8 out of 10 cats – Simpsons – Celebrity Juice 8th February 2016 #SMEX16
- 30. Who did Scope target for End the Awkward? Unsurprisingly digital advertising indexed really highly with this audience along with cinema and C4 / E4 advertising 8th February 2016 #SMEX16
- 31. Let’s think audiences You each have a distinct audience to target for End the Awkward. Which platform / targeting would you use? • 18-24 year olds • New mums • Social justice seekers • Silver surfers 8th February 2016 #SMEX16
- 32. Some quick tips on our favorite channels 8th February 2016 #SMEX16
- 33. Unleashing the power of Facebook ads • “Native” advertising • Use the appropriate format for your objective • Want to boost reach? Use promoted posts • Colder audiences or want more control over targeting? Use newsfeed ads 8th February 2016 #SMEX16
- 34. Get the right views on YouTube • The first 5 seconds of your videos are key! 85% will tap or click ‘Skip ad’ • Use frequency capping. Don’t show your ads to the same person too many times • Target your campaign using Topics and Interests 8th February 2016 #SMEX16
- 35. Comparing channels – just my thoughts!! 8th February 2016 #SMEX16 Platform Reach Targeting Value for Money Facebook Twitter YouTube
- 36. Hot off the press! Using evidence to shape your campaigns and help with PR buy-in 8th February 2016 #SMEX16
- 37. Google Consumer Surveys Using evidence to shape your campaigns and help with PR buy-in 8th February 2016 #SMEX16