Sexual Exclusion D FINAL REPORT

Transcription

1 FINAL REPORT InterNET advanced promotional tools application for increasing AWAREness of social exclusions movement Sexual Exclusion D Report by: 1. VALERO MANSO Pablo 2. PAELINCK Billy 3. GUICHARD Léa 4. BAKOS Bernadett 5. BUCHNER Juliane 6. SPANJERS Laura P a g e 1

2 1. Executive Summary During these two weeks, we established a global communication strategy including Google Adwords and social media sites. The general strategy of our overall campaign was to create more awareness for the SchLAu organization and for the subject sexual orientation exclusion. SchLAu offers workshops for schools and organizes communities for the youth so we ve chosen to make one overall campaign but with different contents for each target group on Facebook, Google + and on Wordpress. This way, an English, a German and a German display campaign were created. We worked on 4 different ads : one for teachers, one for students, a general ad and ad for an event. In order to reach the special targets, we had to find pertinent and precised key words related to our topic ; besides, specific key words are cheaper. As a part of our strategy we were about to create complex and well organized, linked social media surfaces. The center was our Wordpress site, but they were all connected to our Adwords campaigns regarding the topics. As we had aimed both the youth and teachers, Facebook was for the youth and Google+ rather for the teachers. For the Google Adwords Campaign we ve received 133 clicks in total, the impression of all campaigns was 131,568, we ve spend an avarage CPC of PLN2.39 and the CTR was 0,10%. The results of the campaign shows us that the Germany campaign was the most succesfull with 74 clicks. It was very suprising to see that the adds that received the most clicks in the German campaign didn t received that much clicks in the English campaign. However we are realy happy with these results, after struggling a lot with way to expensive keywords, adds that didn t work and Google that didn t approved our adds. We want to recommend SchLAu to make an English version of their site. People who don t talk German can t get any infomation. They can also make their site more attractive by posting news and upcoming events on the homepage. On social media they should work with multiple keywords and put them after a hashtag so everyone can see them. Our last recommendation is that they should get together with multiple organisations so they have one big network and can expand their target audience.

3 2. Industry Component During this IP Netaware project we ve created a Google Adwords campaign for the non-profit organization SchLAu Kassel. This association located in Germany has been fighting against sexual bias exclusion for several years. Its goals consist in creating awareness about sexual exclusion under young people and in settling several actions to fight against it such as prevention workshops/actions for schools. Campaign overview In order to understand the Google Adwords strategy, the general strategy of this campaign is important. The general strategy of our overall campaign was to create more awareness for the SchLAu organization and for the subject sexual orientation exclusion. As mentioned before the SchLAu organization is a community where young people can come together to talk about their sexual orientations. Besides that they offer workshops for schools and youth centers. Keeping these facts in minds we can conclude that the organization has two different target groups. First the students that are sexually different orientated and second the teachers that are interested in workshops about sexual orientation. Because of this fact we ve chosen to make one overall campaign but with different content for each target group. The sources that we needed to use for this campaign were Facebook, Google + and Wordpress. We didn t want to post the same information on each source, therefore we gave each source a different goal and target group. The Facebook page would be the source were the student target group could find all kinds of information and fun stuff about LGBT. The Google + would be the professional source, were teachers could find information about the subject and workshops. The last source Wordpress would be a cover and be linked to Facebook and Google+. Besides that Wordpress had an extra page were people could follow our process. Adwords Strategy P a g e 3

4 For the Google Adword is was important to get clear what the strategy would be. First we needed to make some decisions like whether we would create a Search Only campaign or a Display Campaign, what the target locations would be, what the budget would be and off course how much campaigns we would create. For this campaign we ve created three different campaigns. 1. English Campaign It was mandatory to create an English campaign. a. This campaign was a Search Network Only type. b. The target location of this campaign was Germany, Austria, Switzerland and United Kingdom. This because of the fact that SchLAu is a German speaking organization. The language in Austria and Switzerland is Germany. Further this campaign is in English so we add the United Kingdom to the target location. c. The ads of this campaign were written in English. However is we look at the target locations we decided to put the language of this campaign on English, French, German and Italian. Because in Switzerland and Austria they also speak a bit French and Italian. d. The budget for this campaign was 10 PLN per day, becausee we didn t want to put the main focus on this campaign. 2. German Campaign We choose to create this campaign because SchLAu is a Germany organization which operates in Germany. a. This campaign is a Search Network Only type. b. The target location of this campaign was Germany, Austria and Switzerland. Because these are German speaking countries. c. The ads of this campaign were written in German. However if we look at the target location we set the campaign language on English. French, German and Italian. d. The budget for this campaign was 20 PLN per day, because this campaign was our main focus. The reason for this is the fact that SchLAu is a German organization. 3. German Display Campaign

5 We choose to create this campaign because we didn t get that much clicks and the keywords of the Search Network Only campaign were really expensive. a. This campaign is a display network only type. b. The target location of this campaign was German, Austria and Switzerland. Because in these are German speaking countries. c. The ad of this campaign is written in German. However we ve set the campaign language in English, German, French and Italian. This because of the target location. d. The budget of this campaign was 5 PLN per day, because we didn t get that much clicks on this campaign. Account Structure For the Search Network Only campaigns we ve created at least four ads. One ad for both target groups, one general ad about the organization and one ad for the events that the SchLAu organizes. All campaigns have only one add group which is Schlau Kassel. Below you will find the different kind of ads for the English and German campaign. Ad Teacher Ad Student Ad General Ad Events Schlau e.v. macht schlau Schwule lieben Plüsch Schlau Kassel Filmfestival Kennt sich ihre Klasse Räum mit deinen Alles über LGBT Gemeinsam 'Im Namen aus? Vorurteilen auf! Mit uns reden statt über des...' schauen Workshops über LGBT Informier dich - Schlau uns Join us - Schlau Kassel Kassel Schlau makes aware Gays love pink Schlau Kassel Film festival Is your class aware? Clearing up stereotypes! Learn about LGBT Watch together 'Im Workshops on LGBT Get informed - Schlau Talk with us not about us Namen des...' Kassel Join us - Schlau Kassel Table 1: Exemplary ads for our campaigns

6 Below you will find a table of the amount of ads we ve created per target per campaign. 1 Ad Teacher Ad Student Ad General Ad Events English German Table 2: Amount of ads per target per campaign As you can see we ve created more ads for the German campaign because the organization is German. In the paragraph key results you may see that we also didn t get that much clicks on the English campaign. For each campaign we ve tried to use the same keywords. Only off course the keywords would be in the language of the campaign. In order to get as much keywords as possible we used the Keyword planner. We search for keywords that were similar or connected to the words: gay/lesbian/transgender/bisexual workshops, gay/lesbian/transgender/bisexual community, LGBT, Homosexuality workshops, being homosexual etc. However we found out that most keywords were very expensive. Therefore we were forced to make decisions like whether we would activate the cheapest with the lowest clicks keyword, or the most expensive with the highest clicks keyword. Evolution of our Campaign Strategy The fundament of our online campaign is the differentiation of strategies according to specific target groups. Therefore we aimed to link our newly created ads, possessing target group-related content, to the respective landing page displayed as follows: Informal landing page, e.g. students, interested people Professional landing page, e.g. teacher, organisations Facebook page Google + page Figure 1: Target group & landing pages 1 Please find in annex.

7 However, due to internal Google Adwords restrictions, we were not able to enter the pages above into our ads as landing pages, leaving us with the homepage of SchLAu Kassel as sole reference.after editing our first two ads in the English campaign, both got disapproved due to URL issues of the landing page ( instead of schlaukassel.de). Having revising our landing pages, the majority of our created ads were put under reviewby Google, remaining within this status for several days. Therefore we were not able to gather any impressions, clicks etc., focusing merely on the creation of keywords and additional ads. After consulting with the team of Google advisers on this issue, we decided to create a campaign relating to Google sdisplay network 2, focusing on German-speaking countries only.therefore, we were able to enlarge our range of ad appearance in the internet (see overall campaign for further detail). We realized that our ads had not yet been approved due to the reason thatthey contained violent or vulgar language, e.g. sexual, homosexual, queer, homophobia etc. After replacing critical words with more appropriate ones, all of our ads were approved immediately and went online. Having solved the issue of ads being under review and being disapproved, we invested our budget into bids for the existing key words in order to make up for lost time. Eager to receive the promotion of PLN , we also invested our budget into keyword bids that were situated above PLN Unfortunately, as we were not able to focus on the campaign during the weekend, we did not lower our high bids until Saturday evening which resulted in high amounts of money spent for a few clicks. Therefore we had to change our budget plan for the remaining days. However, at the beginning of the second week a new problem arose with regard to the keywords we used. After brainstorming on the topic of sexual exclusion and editing the new words found, their bids ranged mostly above PLN Since weonly possessed a limited budget, for the remaining time we focused on keywords which already had made good quotes with regards to impression, clicks and CTR. 2 Ads of the Google s display network do not only relate to entered key words but also to interests of the browser user.

8 In the end, we carried out a SWOT analysis in order to evaluate our current position among our competitors. The results may be seen in the annex. Key Results For the campaign we ve created three different campaigns, two Search Network Only campaign and one Display Network Only. Below you will find a chart with all results of every day. Figure 2: Daily performance results of ads As you can see on Saturday we ve had the most clicks but on Sunday we ve paid the highest average CPC. On Sunday the impression is also the highest but the clicks are the lowest. So that s an interesting thing to see. Figure 3: Total performance results of all campaigns Above you can see that in total we have had 133 clicks, impressions, 0,10% CTR and we ve paid an average CPC of 2,39 PLN. The tables above are showing the main results of all campaigns. Below the key results for each campaign separated will be resulted.

9 German Search Network Only As mentioned before all campaigns only have one ad group. Below you find the results of the ad group in the German Search Network Only campaign. The total amount of click is 74, the total impressions , the total CTR 0,16% and in total we ve paid an average of 2,84 PLN CPC. So if we compare these results with the results of the whole campaign, we ve paid a higher average for this particular campaign. The results are also showing the total cost for this campaign, which is 209,86PLN. This means that we ve used 65% of our budget on this campaign. But the results of these campaign are the best so we ve made a good investment. Figure 4: Performance results of German Campaign For this campaign we ve had 173 different keywords but on only 15 keywords we received clicks. The reason for this high amount of keywords is because most keywords were too expensive. Therefore we tried to find some less expensive keywords. These 15 keywords were:

10 Figure 5: Overview of keywords Below you will find a chart that results the amount of clicks we ve received each day on this campaign. Figure 6: Amount of daily clicks When we look at the ads that had been created for this campaign the results are very surprising. We ve created 15 different ads like mentioned in the paragraph before. However people only clicked on 6 of these ads. We thought that people would mostly click on the general ads but it appeared that the event ads were the most popular. Below you will find the results of these ads.

11 Figure 7: Performance results of German ads English Search Network Only For this campaign we ve received 25 clicks in total (18% of total clicks). The total impressions of this campaign is and the CTR 0,39%. The average CPC we ve paid for this campaign is 2.52PLN. Which is lower than for the German campaign. Figure 8: Performance results for English ad group For this campaign we ve created 178 keywords and on 6 keywords we ve received clicks. Again we ve created this much keywords because we were searching for less expensive keywords. Below you will find these keywords.

12 Figure 9: Performance of keywords for the English campaign For this campaign we ve created 13 ads for the different target groups with different content. We only received clicks on 4 ads. However in contrast to the German campaign we received the most clicks for the general information ads. People didn t click that much on the events ads. The reason for this can be that these people who clicked on the ads are foreigners and don t live in Germany. Therefore event ads aren t that interesting for them. Below you will find the results of the ads. Figure 10: Performance ads for the English campaign Germany Display Only In the first days of our campaign we didn t received that much clicks. Therefore we ve created a Display Only campaign in Germany. For this campaign we also created only one ad group with 4

13 ads in it. Only one ad had received many clicks, this can be because of the fact that we ve created the other ads some days later. Below you see the results of all the different ads. Figure 11: Performance German Display ads As you can see we received 20 clicks in total, the impression is for that ad. In total we received 31 clicks and impressions. The budget we spend for this campaign is 39.57PLN and the average CPC is 1.28PLN. Again it is surprising to see that the event add received the most clicks. For this campaign we ve used 4 different keywords, firstly we had only one keyword. However we saw that this campaign was doing very well so we added more keywords. Below you will find the results of all keywords. Figure 12: Performance keywords German display Conclusions The conclusion of this industry component is that you can have one overall strategy with different adword campaigns in it. Every campaign has its own objective and target group. However we can

14 conclude that the German adword campaign was the most successful and the English campaign was not. Besides that we can conclude that in Germany more people are searching for events and are more interested in events. However people that search on English keywords were more interested in the general ads. Therefore we can conclude that foreigner people are more interested in SchLAu as a company or in the subject LGBT. Future Recommendations While we were developing our online campaign for SchLAu Kassel, we encountered various organization-related aspects which impeded our strategy. First of all, it needs to be mentioned that SchLAu Kassel only possesses a website that is displayed in the German language, not offering additional translations for foreign visitors. Therefore, we were only able to link our English campaign to the German website, which may have had a negative effect on our Clickthrough-rate since potential visitors were not able to speak German. Facebook page s content in order to keep their visitors interested and increase the possibility of further clicks by addingmore relevant key words. Moreover, we specifically struggled to link our ads regarding upcoming events to specific subpages of the SchLAu Kassel website, since they were only displayed in a calendar which was illogically placed in the website s structure. In order to enlarge the relevance of SchLAu Kassel with regard to their objective to raise awareness they may consider joining other organizations and networks of a similar orientation to broaden their level of publicity. Summary of recommendations 1. Offer English version of SchLAu Kassel homepage 2. Update homepage / Facebook page regularly 3. Broader usage of key words 4. Display news and upcoming events also on the starting page 5. Join / enlarge network with other organizations of a similar orientation

15 3. Social Media Component The following section will display our main channels of social media we have been working on throughout the workshop. As can be seen in Figure, both Google + and Facebook are linked to the Wordpress blog. For more information on our social media components, please refer to the links displayed below for each channel. Figure 13: Linking between social media channels Google+ Overview The community of Google + keeps increasing every day. This way, creating a page on this social network was an excellent way to share information with our specific communication target. By using the Google +channel, we wanted to create a community around a particular topic and improve our search engine optimization. On this social network, we tried to be serious, formal and informative 3. Besides, we didn t share our opinions and point of views about this topic, we stayed neutral. Intending to aim at ourformaltarget group, we took advantage ofgoogle + s image being a professional social network site. Therefore we were able to especially aim for the teachers, which are potentially looking for topic-related school workshops which SchLAu Kassel offers. Our page contained a profile picture of our team, also possessing the same cover page as FB and WP. Our content strategy consisted of posting different types of formal content, such as news about LGBT rights and social discriminations, statistics, topic-related quotes from famous celebrities, press articles, political news and of course information about SchLAu Kassel, the German association we support. Contents were supposed to be pertinent to our communication target. Some posts required more information than others, this way we only put the essential explanations on our Google + page, also generally including a link to Wordpress, where the 3 See annex for screenshot. P a g e 15

16 respective content was explained with further details. Those two social media channelsmay therefore be considered complementary. Every day, two to three issues were posted. We tried to post interesting and appropriate contents during the campaign. Moreover, one quote about discrimination or social exclusion was posted every day. Frequency and diversity of the content are supposed to attract potential followers, making themloyal to our page which was considered a difficult task.we appointed one team member to be in charge of our Google + page, being also in charge of updating this page regularly during the whole project. At the end of the project, our page had 2,231 views. Facebook overview Firstly, we have created a personal Facebook account with name of the organization to be able to create a Facebook page. Secondly, to make it a personal project we have taken a picture of ourselves in the University of Economics in Katowice with its own logo, to emphasize the connection to the IP-NetAware project 4. Considering our strategy, the Facebook page was mainlyaiming for the youth, which presents one of our target group. Therefore we designed this communication channel in a more informal and less professional way. After adding a short description of our organization,we have inserted a cover page image containing not only the slogan but also the logo of SchLAu Kassel: Talk to us, not about us. Regarding the content, we have posted photos with messages spreading the idea of equality and the fight against sexual discrimination, famous quotes, videos, movie trailers and music related to our LGBT topic. Our aim was to make people aware in order to eventually become more tolerant. Above this we posted relevant information from SchLAu association such as events and special dates. We have scheduled our posts to 9am,13pm,18pm, 21:30pm because traffic usually reaches a peak in these hours. 4 See annex for screenshot.

17 We really wanted to mix the emotional content in combination with our message ofequality, sharing personal stories as well as general information of the SchLAu Kassel association in order to catch the attention of our audience. As we have stated before, we linked the social media components. Therefore we have also connected the FB content to the Wordpress blog and Google+, aiming to carry our followers also to our other websites in order to raise more awareness. Besides, we have promoted our Facebook page on YouTube by posting LGBT related trailers and music videos, leaving comments on YouTube with our FB link.thereby, we received comments which we also tried to answer properly in order to build our community. If we look to the statistics between 08/05/ /05/2014, we have a total of 325 likes and reached around 1400 people with our posts. In total we had 245 people who were active on our page.the age of our audience or target public was mostly between years old, which shows that we have mainly reached our target group. Wordpress Blog overview As part of ourstrategy, we aimed to create complex and well organized social media surfaces. The center was our Wordpress site, being connected to our Adwords campaigns regarding. As we had two target groups, we wanted to concentrate on both. Therefore we divided the blog into three different sections - our activities, LGBT life and facts and data about LGBT 5 Firstly, the Our activities section was about our working process, emphasizing the most important problems and tasks that appeared during the IP. On an everyday basis we uploaded photos and posts about our team work, brainstorming sessions and difficulties. Since one of our target group was the youth which was mainly aimed at by our FB page, we connected both by creating a new section calledlgbt Life. Therefore, this part includes personal stories, emotional content, which are very similar to our Facebook page. The Facts and data about LGBT part mostly contains data and informative statistical results on 5 See annex for screenshot.

18 the LGBT topic, which may be useful for those who are willing to take actions to prevent sexual exclusion. Furthermore, it is connected with our Google+ page, since both of them are mostly for our formal target group. We had many options to customize Wordpress, however rather concentrated on the content. Therefore we used the same cover as on Facebook, creating a unified image for the sites. As we have tried to change the templates, most of our data about how many people visited the site was lost. Therefore we were only able to gather 126 page views so far. Since Wordpress is a typical blog site, we had to concentrate on the keywords as well. By using proper ones, we could reach several viewers who were interested in our topic. Because we had two different target groups and 3 different sections, the blog consisted of a great amount of keywords. All posts also included unique and common keywords as well. As we can see from the statictics we mostly had returning visitors which means our readers were interested in our blog, the content was good. The problem is that as we have changed the template on Monday, we only have the statistics since that day. Figure 14: Visitor statistics of Wordpress blog Our visitors were mostly from Poland and from the Netherlands. As SchLAu is a

19 Germanassociation it would have been better to get more views from Germany. Figure 15: Visitor statistics of Wordpress blog per country

20 4. Learning Component Learning objectives and outcomes In these two weeks we learned how to work together and write a strategy that fits our campaign.we all come from different cultures so all of or communication was in English, but this caused no problems. We also learned to work with Google Adwords, this was quite new for some of us. Because we had to work daily with it and had a limited budget, we needed to be creative with using different and unique keywords. All members had to stay focused and share the ideas. At last we also learned how to work efficiently with the three social media tools (Google +, Facebook and Wordpress) and link them to each other promoting one, specified association. Group dynamics First we had to discuss how we would handle the campaign and what kind of strategy should be used. It took some time but was essential, and after it we could divide the tasks. Pablo was responsible for the Facebook page, Léa worked on Google + while Bernadett kept the Wordpress up to date. Laura and Juliane did the Google Adwords campaign. Billy helped where it was needed and made publicity for our project by promoting it and contact different communities. Task repartition allowed us to be efficient. We did several team meetings to decide together for the big steps in the project such as: establishing the global strategy, dividing the final presentation tasks. We also had some brainstorming sessions to find new, unique keywords so we could improve our Google Adwords campaign. Future recommendations We would like to recommend the IP Netaware organizers to give a more practical Google Adwords and Wordpress workshop before starting the project. Many of us had never worked with it and didn t know how to start with it. When we finally figured out how it worked we lost a bit of money because we were not sure whether our advertisement or keywords were good. Another thing was the explanation of the project, no one really knew exactly what needed to be done. Even the teachers contradicted each other so this was very complicated for us. We also thought it wasn t very logical by linking all the tools to each other. P a g e 20

21 Appendix STRENGTHS Defined segmentations Defined target groups Defined positioning Social media concept Additional display network ad WEAKNESSES Professional handling of google adwords programme Lack of a precise budget plan OPPURTUNITIES Ad bids going down Awareness of topic increases in the future Organization reconsiders our future recommendations THREATS Continuously expensive key words Unappealing ads / therefore few clicks Ads being under review Awareness of topic decreases in the future Figure 16: SWOT- Analysis

22 Figure 17: Google + page

23

24 Figure 18: Facebook Page

25 Figure 19: Wordpress Blog site