fcac national conference november 1, 2017 on financial ... · fcac national conference on financial...
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FCAC National Conference on Financial Literacy 2017
Digital Marketing Workshop
November 1, 2017
© Hill+Knowlton Strategies2Introductions
© Hill+Knowlton Strategies3
@elliswestwood
ellis.westwood
ewestwood
ellis westwood
Ellis Westwood
www.elliswestwood.com
© Hill+Knowlton Strategies4Grab your smartphones!
© Hill+Knowlton Strategies5
www.pollev.com/FCAC
© Hill+Knowlton Strategies6H+K Perspectives+
© Hill+Knowlton Strategies7
H+K Perspectives+
+ Online research community+ 50,0000 Canadians coast-to-coast+ Biweekly omnibus + Custom client research
© Hill+Knowlton Strategies8Social media use research
© Hill+Knowlton Strategies9
HK Perspectives+ Panel: National Data
How much do you use Facebook?
49%
29%
16%
0%
4%
34%
35%
12%
9%
10%
34%
38%
6%
9%
13%
0% 10% 20% 30% 40% 50% 60%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies10
HK Perspectives+ Panel: National Data
How much do you use Twitter?
18%
10%
6%
11%
53%
5%
4%
8%
14%
68%
2%
5%
5%
11%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies11
HK Perspectives+ Panel: National Data
How much do you use YouTube?
16%
31%
14%
22%
16%
6%
14%
27%
30%
22%
2%
11%
16%
34%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies12
HK Perspectives+ Panel: National Data
How much do you use Instagram?
15%
17%
2%
6%
59%
4%
5%
3%
8%
79%
0%
2%
1%
5%
91%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies13
HK Perspectives+ Panel: National Data
How much do you use Pinterest?
10%
8%
8%
13%
59%
2%
5%
11%
16%
65%
1%
4%
7%
15%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies14
HK Perspectives+ Panel: National Data
How much do you use LinkedIn?
10%
8%
8%
13%
59%
2%
5%
11%
16%
65%
1%
4%
7%
15%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies15
HK Perspectives+ Panel: National Data
How much do you use Snapchat?
8%
6%
3%
13%
68%
1%
1%
5%
2%
90%
0%
0%
0%
1%
98%
0% 20% 40% 60% 80% 100% 120%
Multiple times a day
Every day
Once a week
Several times a month
Never
<35 35-54 55+
© Hill+Knowlton Strategies16Favourite social platform
© Hill+Knowlton Strategies17
HK Perspectives+ Panel: National Data
If you had to pick a primary social platform which would it be?
59%
7%
7%
6%
0%
6%
0%
73%
5%
4%
2%
0%
2%
0%
75%
6%
3%
1%
1%
2%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
YouTube
Snapchat
<35 35-54 55+
© Hill+Knowlton Strategies18How often are you on social?
© Hill+Knowlton Strategies19
HK Perspectives+ Panel: National Data
35%
15%
18%
26%
19%
16%
15%
44%
9%
10%
10%
57%
0% 10% 20% 30% 40% 50% 60% 70%
<1 hour
1 hour
2 hours
3 hours or more
<35 35-54 55+
How long do you typically go without checking your mobile phone?
© Hill+Knowlton Strategies20
HK Perspectives+ Panel: National Data
25%
13%
14%
44%
12%
10%
5%
70%
5%
5%
9%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
<1 hour
1 hour
2 hours
3 hours or more
<35 35-54 55+
How long do you typically go without checking your preferred social media network?
© Hill+Knowlton Strategies21Behaviours on social
© Hill+Knowlton Strategies22
HK Perspectives+ Panel: National Data
What percentage of your time on social media platforms do you spend on each of the following?
48
16
11
20
55
15
9
9
61
11
11
8
Observing
Interacting with others (conversations with otherusers)
Sharing content
Posting new content
<35 35-54 55+
© Hill+Knowlton Strategies23Device
© Hill+Knowlton Strategies24
HK Perspectives+ Panel: National Data
Which of those options would you say is your primary method of accessing social media?
42%
45%
8%
60%
23%
11%
70%
7%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Desktop computer
Phone
Tablet
<35 35-54 55+
© Hill+Knowlton Strategies25
HK Perspectives+ Panel: National Data
What smartphone operating system do you use?
36%
46%
2%
14%
44%
25%
1%
26%
38%
16%
4%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Android – Samsung, Nexus, HTC, others
iOS - iPhone
Windows – Microsoft, Nokia
I do not have a smartphone
<35 35-54 55+
© Hill+Knowlton Strategies26What about “harder to reach” audiences?
© Hill+Knowlton Strategies27Indigenous youth + social media
© Hill+Knowlton Strategies28
Indigenous Youth Social Media: Secondary Research
What is your average time spent on the internet per week on a mobile device and across all devices?
Internet Usage – How Often per Day
89%
10%
91%
6%
Several Times A Day
Once A Day
Aboriginal Youth Other Canadian Use
© Hill+Knowlton Strategies29
Indigenous Youth Social Media: Secondary Research
Which of your personally owned devices do you use to access the internet?
Internet Access via Devices Owned by Any
90%
86%
87%
39%
93%
63%
79%
88%
78%
30%
91%
34%
Desktop computer
Laptop computer
Tablet
E-reader
Smartphone
Other Cellphone
Aboriginal Youth Other Canadian Youth
© Hill+Knowlton Strategies30
Indigenous Youth Social Media: Secondary Research
Which devices do you use to access the internet? Devices do not have to be personally owned (e.g. your parents’ device).
Internet Access via Personally Owned Device
37%
54%
49%
22%
88%
23%
34%
57%
43%
12%
76%
16%
Desktop computer
Laptop computer
Tablet
E-reader
Smartphone
Other Cellphone
Aboriginal Youth Other Canadian Youth
© Hill+Knowlton Strategies31
Indigenous Youth Social Media: Secondary Research
What is your average time spent on the internet per week on a mobile device and across all devices?
Average Time Spent Online
15
23
17
23
Time spent on mobile devices(hrs/week)
Time spent online (hrs/week)
Aboriginal Youth Other Canadian Youth
© Hill+Knowlton Strategies32
Indigenous Youth Social Media: Secondary Research
When online, what activities do you engage in?
Social Networking Activities
72%
67%
75%
62%
94%
69%
69%
70%
73%
59%
86%
70%
Upload Photos-My Social NetworkAccount/Photo Sharing Sites
Use Online Chat/Instant Messaging (e.g. MSN,QQ)
Forward/Share A Link
Visit/Check/Read Other People's Blogs/Forums
Check My Social Network Accounts On TheInternet
Download Videos/Movies/TV Shows/Music (e.g.iTunes)
Aboriginal Youth Other Canadian Youth
© Hill+Knowlton Strategies33How do we get people to take action?
© Hill+Knowlton Strategies34… To improve their financial literacy?
© Hill+Knowlton Strategies35
BJ Fogg’s Behavioural Model
3 three elements must converge at the same moment for a behavior to occur.
When a behavior does not occur, at least one of those three elements is missing.
Motivation
Ability
Trigger
© Hill+Knowlton Strategies36
BJ Fogg’s Behavioural Model
© Hill+Knowlton Strategies
• Sensation (pleasure, pain)
• Anticipation (hope, fear)
• Belonging (acceptance, rejection)
• “When motivation is high, you can get people to do hard things. When it drops, people will only do easy things”
Motivation
• Make the target behaviour easier to do
• By focusing on the simplicity of the target behaviour, you increase ability
Ability
• Calls-to-action
• Nudges, cues, prompts
• “Triggers may seem simple on the surface, but they can be powerful in their simplicity”
Trigger
37
BJ Fogg’s Behavioural Model
© Hill+Knowlton Strategies38
Facebook Example
+ Trigger: sign-in
+ Motivation: belonging (message waiting & friend requests)
+ Ability (green button!)
+ Real goal?
Re-engage disengaged user
© Hill+Knowlton Strategies39Calls-to-action (CTAs)
© Hill+Knowlton Strategies40
Asking people to do things
ReadLearnShareSign-upCommentRegisterTell a friend
© Hill+Knowlton Strategies41Calls-to-action (CTAs)
© Hill+Knowlton Strategies42Calls-to-action (CTAs)
© Hill+Knowlton Strategies43Calls-to-action (CTAs)
© Hill+Knowlton Strategies44Calls-to-action (CTAs)
© Hill+Knowlton Strategies45Calls-to-action (CTAs)
© Hill+Knowlton Strategies46Ladder of engagement
© Hill+Knowlton Strategies47
Ladder: Classical + Campaign (Example)
Volunteer
Donate $50
Donate $5
Like on social
Follow on social
Email sign-up
Visit website
Advocating
Action
Learning
Awareness
Ob
jectiv
e: M
ove
Up
La
dd
er
© Hill+Knowlton Strategies
Tell a friend
Use program
Register: in-person/phone
Register: online
Call for information
Email sign-up
View testimonials
Visit website
48
Your ladder: initial CTA (trigger) (motivation + ability)
© Hill+Knowlton Strategies49Content strategies
© Hill+Knowlton Strategies50
Who are you trying to talk to?What information are they looking for?Where are they on social?What would be the most digestible formats?
Motivation. Ability. Trigger.
© Hill+Knowlton Strategies51
© Hill+Knowlton Strategies52
Client Example
© Hill+Knowlton Strategies53Scalability
© Hill+Knowlton Strategies54
Can meet range of budgets
Some clients post 1x per week; $750 paidOthers post 2x daily; $10,000 paid/postOrganic is an option, but has reach limits
© Hill+Knowlton Strategies55Secrets that are working for us (& our clients)
© Hill+Knowlton Strategies56People still need to be able to find you (SEO)
© Hill+Knowlton Strategies57
Influencers. Trust. Reach. New audiences.+ Traditional: media+ Professional: bloggers+ Micro influencers: local connected people
© Hill+Knowlton Strategies58Old fashioned? They still work
© Hill+Knowlton Strategies59Geotargeting or location-based ads
© Hill+Knowlton Strategies60Geotargeting or location-based adsYouTube pre-roll ads (6 second rule)
© Hill+Knowlton Strategies61Geotargeting or location-based adsFacebook ads: effective + cost-effective
© Hill+Knowlton Strategies62Employees are your best amplifiers
© Hill+Knowlton Strategies63Discussion
Ellis [email protected]@hkstrategies.ca(613) 691-2205