Audience engagement
description
Transcript of Audience engagement
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Audience engagement
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sorted.org.nz
• sorted.org.nz established in 2001• Internet was still relatively new• Short on funding – online was the way• Provided a resource for all NZers: 5+
Get Sorted – use your mouse
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Since then
• Advertising on TV, online, print, outdoor, mobile• Email communications• Ventured into social media• Tried m.sorted.org.nz• KiwiSaver meant we entered the workplace• Product offer increased – booklets, seminars,
tools, calculators
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• 80% aware of Sorted• Over 30% of NZers have used Sorted• 80% of sorted.org.nz visitors find the website
quite useful or very useful
xxx
As a result
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The world has changed
• Global financial crisis• Financial literacy is a growing ‘catch phrase’• Being online is no longer unique
Free, independence, impartial remain vital
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Reviewed our marketing
• From information provision to action• Offer Sorted as ‘the’ source of free,
independent, impartial information• 2011 – a transition year• 2012 – new programme of activity
Quality of engagement ratherthan volume of traffic
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Our audience has altered
5 years 105 years
Low
High
INCO
ME Adult NZers
Capable of making a changeSpecifically – the ‘nudgeable’Likely to be disinterested
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How do we capture the attention of the disinterested?
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Financial wellbeing
Plan ahead
Money plan
Protecting what’s important
Manage debt
‘Good’ debt
‘Bad’ debt
Save
Short-term savings
Long-term investments
Simplicity is key
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Dumb debt campaign
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Things that challenge us
• Managing with a small team• Visionary vs sustainability• Measuring success – not drowning in data
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Things that make us think
• How other digital channels fit when our core product is a website
• The role of Facebook: Brand? Cause-related? • Twitter – more listening than tweeting?
Customer complaints (public email)• Mobile & Smartphones – who’s using what