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Welcome

JESSIE LAMBTARGETING YOUR DIGITAL AUDIENCESMultichannel Segmentation StrategiesSenior Web AnalystANNE BELL-FYSHDigital Marketing Strategist

Hello, Im Anne Bell-Fysh and I currently manage the digital marketing/acquisition program at Mercy Corps, which includes paid digital strategy for search, display, affiliate marketing and paid social media. Im really excited to be here today to talk about our experimentation with getting the right message in front of the right audience. But lets get some housekeeping stuff out of the way first.

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CFRE Credit: 1.5

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So who is Mercy Corps and what do we do? Mercy Corps is a leading global organization powered by the belief that a better world is possible. In disaster, in hardship, in more than 40 countries around the world, we partner with local communities to put bold solutions into actionhelping people triumph over adversity and build stronger communities from within. Today, and for the future. Now thats a mouthful, so weve put this awesome video together to break it down a bit.

OK, now that you know who we are, lets get to the good stuff. Jessie,

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Types of digital segmentationTARGETING YOUR DIGITAL AUDIENCES

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We could do betterThe 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 campaignsTARGETING YOUR DIGITAL AUDIENCESSegmentation strategyBehavior-basedTarget previous engagers in email and socialNon-donors and donors new-to-file given multiple offersDo not re-offer asks that a donor has consistently not engaged withNimble response to engagement. If a particular audience is not engaging, give them something elseTest! Make sure we are able to measure and report backWith several closely timed campaigns, we wanted to find out if better segmentation could improve results overall.

Social Media notesSupport email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.

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What we tried Past engagersTARGETING YOUR DIGITAL AUDIENCESEmail Target previous symbolic gift giversTarget people who have never received offer

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

Social MediaSupport email strategyTarget previous symbolic gift givers with Facebook news feed and right column ads

Social Media notesSupport email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.

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What we tried Non-engagersTARGETING YOUR DIGITAL AUDIENCESEmail Start End of Year messaging for non-Gifts purchasers earlierDont 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 MediaNo special targeting

Social Media notesSupport email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.

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What we tried New to fileTARGETING YOUR DIGITAL AUDIENCESEmail Give subscribers a chance to engage with multiple offersTest pivoting to different offer early if one is not working

Provide multiple offers to new donors, followers and subscribers.Social MediaNo special targeting

Paid acquisitionPaid acquisition channels primarily given End of Year messaging

Social Media notesSupport email strategy by targeting previous symbolic gift givers with Facebook news feed and right column ads. Our hypothesis was that running these ads in conjunction with our email campaign would lift donations in both channels.

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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 AUDIENCES30%

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 streamResults: Email engagementTARGETING YOUR DIGITAL AUDIENCES90%

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 growthTARGETING YOUR DIGITAL AUDIENCES

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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 stepsTARGETING YOUR DIGITAL AUDIENCES

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Reaching the right audience with the right message on social mediaTargeting your digital audience

So several years ago Facebook and Twitter began building out their audience targeting tools, opened up a world of new opportunities in reaching new or targeted audiences with specific, targeted messaging. This shift was more than interest based targetit allow the ability to upload customer files, pixeling to build unique audienceWhen I started at Mercy Corps we began to tentatively test these new tools to see if could improve overall campaign results Found some success, and decided to go for it.Thought the PIM campaign was a great testing ground16

Case Study: Partners In MercyCreate target audiences using donor segment email listsCraft specific messaging for each target audience Utilize Facebook custom audience tools to target each new audience segmentMonitor and manage tactics based on audience responseMeasure response and report on outcome

Targeting your digital audiencesPartners 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

Each year Mercy Corps runs two Partners In Mercy campaigns with the goal of converting current and new donors into monthly givers. Last January, we wanted to test Facebooks new audience targeting tools to see if we could target specific messages to specific audiences with the goal of improving conversions and social media engagement within each audience.

To do this, we created three audiences segments based on how likely each segment was to convert into donors, then tailored messaging that would resonate with the target audience.We set very minimal goals for the campaign.

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What we tried The right audience & messageTargeting your digital audiencesAudience SegmentsFacebook TargetingMessage

We approached this from a marketing funnel perspective

So what did this look like on Facebook18

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 adsTargeted audience size: 300,000

Audience: New to Mercy CorpsTARGETING YOUR DIGITAL AUDIENCES

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Message: Join our Partners In Mercy team today to help families in need each month AND receive a free tote bagTarget audience: Current and lapsed donorsAd type: Facebook Promoted PostTarget audience size: 50,000Audience: Connected to Mercy Corps but not a PIMTARGETING YOUR DIGITAL AUDIENCES

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Message: If every Partner In Mercy increased their gift by just $1 a month, we would have an additional $180K to help families in needTarget audience: current Partners In MercyAd type: Facebook Promoted PostsTarget audience size: 5,700

Audience: Current PIMsTARGETING YOUR DIGITAL AUDIENCES

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95% of the audience was served an adA small fraction of the audience became a PIM, but we found that people were more likely to make a one time giftAverage gift amount: $132Social media users comments were positive and supported Mercy Corps and our work

Results: New to Mercy CorpsTARGETING YOUR DIGITAL AUDIENCES

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60% of the audience was served the Promoted PostThis audience had a lower than expected conversion rate44% of those converted were lapsed donors2 of the lapsed donors hadnt given in at least 10 yearsSocial engagement was very high and the sentiment was positive

Results: Connected to Mercy Corps but not PIMsTARGETING YOUR DIGITAL AUDIENCES

Just over half the audience was served the Promoted Post1% of the audience increased their monthly donationAdditional annual revenue lift: 1%81% upgraded beyond $1Average upgrade amount: $5.50Social conversation encouraged other PIMs to upgrade and comments were overwhelmingly positive

Results: PIM audienceTARGETING YOUR DIGITAL AUDIENCES

Go ahead and increase my monthly donation by the dollar! Hope everyone does the samePartner In Mercy Facebook Fan

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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 stepsTARGETING YOUR DIGITAL AUDIENCES

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Opportunities and challenges

Future opportunitiesTARGETING YOUR DIGITAL AUDIENCESCustom AudiencesInterest based marketingOmni channel marketingAutomationRetargeting pixels

Testing and predictive modeling

Advanced segmentation

Persona creationTopic engagement research

Dynamic content streamsCorrelating messages at all touch points

Testing topics and pivot points

Triggered messages

Custom audience building

Challenges and considerationsTARGETING YOUR DIGITAL AUDIENCESResourcesPlatform limitations Internal CommsObstacles Staff, budget and time

Too many targeting and segmentation options

Expertise Data integration

Multiple platforms required

Privacy concerns

Lack of access to dataNot personalization

Scope creep and scalability

Difficulty communicating with non-technical teammates Time to statistical significance

Going down the rabbit hole

Too much granularity

Tests dont usually win

Getting startedTARGETING YOUR DIGITAL AUDIENCESHow to get started with digital channel segmentation:Google Analytics demographic toolsGoogle Analytics retargeting toolsUse any data available to look for behavioral patterns and cohortsConsider a tracking tool like KISSmetricsMonitor results and assign analysis to someone on your teamIf its not working, stop doing it. Try something elseRead up on predictive modeling. Even if you cant have an analyst on your team, you should understand the conceptTest your ideas

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Use your email file to start your custom audiencesUse Facebook and Twitter pixels to build custom audiencesThink about messaging what do these custom audiences want to hear from youCreate an audience strategy and measure results

Use Facebook and Twitter ads managerStart with a small budget and test, test, testMonitor campaigns and make adjustments on the fly to maximize budget and resultsAlways review results against your strategy Getting startedTARGETING YOUR DIGITAL AUDIENCESGetting started with custom audiences and social media ad targeting:

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Questions?