lift 2016: social for social good - how to move the needle while making a difference by ryan...
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SOCIAL FOR SOCIAL GOOD:HOW TO CREATE POSITIVE SOCIAL CHANGE WHILE BRINGING VALUE TO YOUR BUSINESS
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RyanFitzpatrickManager,GlobalSocialAnalyticsandInsightsWesternUnion
#LiftSocial|@fitzparh
200 Countries
+150B Moved in principal
+500KAgent Locations 31
Transactions everysecond
1B Bank accounts reached worldwide
130Currencies
Our millennial customers are shaping our messaging and marketing approachOur customers are unique and diverse…
“Senders”
Oftenmigrants(~60%)livingandworkinginahostcountrye.g.US,UAE
UseWesternUniontosendmoneytofamilyandfriendsbackhome
“Receivers”
Oftenliveinlessdevelopedcountriese.g.India,Philippines,Mexico– countonWesternUnionremittancesforsupport
Abouttwo-thirdsofreceiversarewomen
Our millennial customers are shaping our messaging and marketing approachOur social audience demonstrates this
Heat Map: Followers across the top 45 regions
High Low NoData
Country JulyFans %ofAudience
Philippines 1,350,898 18%
India 1,058,584 14%
Egypt 1,012,277 13%
Pakistan 613,453 8%
Indonesia 558,559 7%
USA 368,894 5%
Morocco 322,801 4%
Algeria 206,687 3%
Mexico 187,977 2%
Nigeria 175,595 2%
UAE 154,795 2%
SaudiArabia 150,284 2%
Brazil 136,624 2%
Thailand 109,221 1%
Kenya 75,205 1%
Our millennial customers are shaping our messaging and marketing approach
Voice of the customer:UGC from around the world
#LiftSocial|@fitzparh
“We provide a needed solution for the migrant population of the world. We don’t see it as a transaction – it is more than that for us. It is “Moving Money for Better.” Better lives. Better futures.”
Hikmet Ersek CEO, Western Union
Our millennial customers are shaping our messaging and marketing approach
The diversity and global reach of our brand enables us to make a difference
#LiftSocial | @fitzparh
Our millennial customers are shaping our messaging and marketing approachChain of Betters: Core mechanics
#LiftSocial | @fitzparhSocialCTA ContentHub
Our millennial customers are shaping our messaging and marketing approach
Chainofbetters.com:Content hub for participation
#LiftSocial | @fitzparh
Our millennial customers are shaping our messaging and marketing approachAmplifying UGC from “Betters” winners
#LiftSocial | @fitzparh
16KUserEngagements32KUserEngagements 24KUserEngagements
Our millennial customers are shaping our messaging and marketing approach
The Chain of Betters:Bringing WU’s Brand Promise to Life
Key capabilities & decisions
Audience
Medium Measure
“Better things happen when money moves”Behavior
“Now”Customers
“Next”Customers
Feel
Think
Act
OOH/ POS
Owned Social
CRM
Engagement Participation BusinessTHE CHAIN OFBETTERS
• Views• “ActiveViews”• Engagement• Rate
• SiteVisits• BounceRate• Submissions• “Betters”
Winners
BrandFavorability
Purchaseintent
Our millennial customers are shaping our messaging and marketing approachCOB Integrated Social Marketing Strategy
#LiftSocial | @fitzparh
AdTypePurpose PostTypes Boostedfor KPIs
Feel
Think
Act
Focusonbuildingemotional
connectionwithcustomer
ClearCTAtoparticipate+transact
withWU
Getcustomertounderstandtangiblebenefitofcampaign&
WU
Views
Photos,LinksCinemagraphs,Canvasads
Links,CarouselAdsVideoLinks
Video
WebsiteClicks
Engagement
“ActiveViews”
EngagementRate
Clickthrurate
“Betters”Submissions
PUR
CH
ASE FUN
NEL
ContentType
Our millennial customers are shaping our messaging and marketing approachCOB “Act” Post Examples
#LiftSocial | @fitzparh
CarouselAd LinkAd LinkAd
SendingUserstoChainofbetters.com(Participate) SendingUserstoWU.com(transact)
Our millennial customers are shaping our messaging and marketing approachFacebook Targeting Strategy
Look-alikesCustomAudiencesInterest/Demo/GeoTargetingAdvancedTargeting
WebsiteCA
Use
-Cas
e(s)
Bene
fits
Dis
adva
ntag
es
-TargetCustomerSegmentsfromCRM
-Retargetpeoplewhohavealreadyengagedwithourvideoads
-Target“looklikes”ofourexistingcustomers
-TargetuserswhovisitedChainofbetters.com
-Reachourcustomersdirectly
-Moreexpensive
-Relevancy?
-Moreexpensive
-Relevancy?
- “Quality”ofClicks
-Createsaneffectiveavenuetoextendourrelevantaudience
-Greaterpropensityforcontenttoberelevant
-Targetingourfansassumesrelevancy
-BroadertargetingparameterscanleadtolowerCPC’s/CPV’s
-Targetexistingfansofourpages
-Findcustomersinspecificlocationsaroundtheworld
-Captivateinterestamongyour“typical”users+“Next”customers
-Greatwaytomoveourcustomersthroughthefunnel
-Moreexpensive
- “Quality”ofclicks
-HardtoA/Btest
Balance media allotment for efficiency and effectiveness!
Our millennial customers are shaping our messaging and marketing approachCampaign Execution: Tying to Globally
recognized holidays
Our millennial customers are shaping our messaging and marketing approachInternational Women’s Day: Being an effective part of the conversation
#LiftSocial | @fitzparh
• Globally recognized
• UN Supported
• Official Holiday in many parts of the world
• Many brands and causes engage – even recognized by Google doodle in 2015
Our millennial customers are shaping our messaging and marketing approachTying #Chainofbetters to Global
Holidays: RamadanGlobalRamadancampaignacross>16countries
#LiftSocial | @fitzparh
Totalreach: 78,575Totalviews: 38,000(+3sec):30secviews: 4,339Engagement: 87likes/comments/shares
Totalreach: 95,004Totalviews: 39,000(+3sec):30secviews: 6,680Engagement: 191likes/comments/shares
Our millennial customers are shaping our messaging and marketing approachWeekly Reporting for continued content optimization
Our millennial customers are shaping our messaging and marketing approachStrong evidence on lead indicators of
business performance
Our millennial customers are shaping our messaging and marketing approachCOB Summary Brainjuicer results
SignificantupliftvPreDirectionaluplift
Our millennial customers are shaping our messaging and marketing approachSocial Listening: Assessing the conversation
17,708Mentionsacross95+countries#Chainofbetterslaunch Sibavideo
#30daysofbetter
*PerCapita*Dates=24Oct15– Sept19
Our millennial customers are shaping our messaging and marketing approachSocial Listening: Assessing the conversation
Brandpurposethemedsentiment
PositivesentimentNegativesentiment
98%NetSentimentYTDTwitter“owned”sentiment
Our millennial customers are shaping our messaging and marketing approach
Impact of a successful campaign on Social Engagement
28
2,575,998
218
1,225,333
0%
20%
40%
60%
80%
100%
Posts TotalEngagement
#Chainofbetters AllOtherPostcontent
While #Chainofbetters content made up only 11% of post volume in November 2015, it made up over 67% of post engagement for the same month
Our millennial customers are shaping our messaging and marketing approach#Chainofbetters = Customer Advocacy
#LiftSocial | @fitzparh
Our millennial customers are shaping our messaging and marketing approach
Harnessing “Earned”: Customers helping to tell our story
#LiftSocial | @fitzparh
Our millennial customers are shaping our messaging and marketing approach
WU Social Multicultural CommunitiesWUPinoy, WUIndie, WULatinos
WHAT:Facebook pages created for specific ethnic communities around the world: Filipinos, Latinos, Indians
WHY:Gearing social content and community care to valuable and unique customer segments has led to increased engagement with our brand
Our millennial customers are shaping our messaging and marketing approach
WU Social Multicultural CommunitiesWUPinoy, WUIndie, WULatinos (Continued)
WUIndie
WUIndie
WUPinoy
Target AudiencePage Languages supported
IndianCommunity
FilipinoCommunity
LatinoCommunity
English
English,Tagalog
English,Spanish,Spanglish
Fans
348K
648K
369K
Our millennial customers are shaping our messaging and marketing approach
11 Platforms, each with a strategic purpose to engage our customer
WUCONNECT
ENGAGE INFORM ENTERTAIN
AWARE INSPIRECONNECT
VISUALCURATION
#LiftSocial | @fitzparh
Our millennial customers are shaping our messaging and marketing approach
The Chain of BettersBringing WU’s brand purpose to life
Vision Strategy Execution Measure
Launch a global campaign that:• Strengthens
emotional connection to brand
• Delivers on brand purpose to “move money for better”
• Drives bottom of funnel metrics e.g. purchase intent
Customer = hero
Leverage “betters” UGC for campaign amplification
Develop content specific to WU “multicultural social communities”
Tie campaign to global holidays/events (ex. Ramadan) to enhance relevancy
Mobile first!!!
OmniChannel delivery
Content Hub microsite
Hyper focused social targeting (FBCA) + constant optimization
Engagement Metrics- Total + “Active
Views”- Engagement
Rate
Participation Metrics- Submissions- Site visits
Business Metrics
- Purchase intent- Brand
consideration