Sexual bias exclusion - Team B

Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László

1

Agenda

1. Introduction

2. A.L.E.G.

3. Google Adwords Campaign overview

4. Social media overview

5. Conclusion

2

Our team

Balázs László

Adriana Dumitrascu

Alice Sisterson

Nicolas Riberio De Abreu

Christina Nolte

3

Structure of our team

Adwords Social

Adriana Christina NicolasAlice

Balázs

A.L.E.G.

• 2004, Sibiu

• promotes gender equality

• public awareness on gender stereotypes

• fights against gender discrimination and gender-based violence

Projects

• High school students

• Non-formal education

• Gender equality festival

• Theater, workshops, seminars

• Street events

• Community

Social networks & Blog

Schedule

Social media component:Google Plus

Results:

• 502 views

• Followers: 4

people

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

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

Google Adwords campaign

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

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

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

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

Romanian campaign

Strategy

•National campaign

•Gain visibility for association

•Attract volunteers

•Target audience:

Teenagers

Students

Parents

• Ad for the association

• Keywords:

“voluntary Sibiu”

“equal rights”

“youth association” “volunteering”

• 27 clicks - first day

• 61 clicks - overall

• CTR: 4,35%

First ad

Three groups:

1. The ALEG Association

2. ALEG Projects

3. ALEG Projects Facebook

A.L.E.G. Association Group

• Ads: 5

• Clicks: 64

• Impressions: over 3,500

• CTR: 1,78

• Cost: 88 PLN

A.L.E.G. Projects

• Ads: 11

• Clicks: 42

• Impressions: over 6,600

• CTR: 0,64%

• Cost: 65,70 PLN

A.L.E.G. Projects Facebook

• Ads: 5

• Clicks: 33

• Impressions: over 7,800

• CTR: 0,42%

• Cost: 89 PLN

Romanian campaign overall

• Ads: 21

• Clicks: 139

• Impressions: over 18.000

• CTR: 0,77%

• Cost: 243 PLN

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

Thank you for your attention!