FCAC National Conference November 1, 2017 on Financial ... · FCAC National Conference on Financial Literacy 2017 Digital Marketing Workshop November 1, 2017

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!


www.pollev.com/FCAC

© Hill+Knowlton Strategies6H+K Perspectives+


H+K Perspectives+

+ Online research community+ 50,0000 Canadians coast-to-coast+ Biweekly omnibus + Custom client research

© Hill+Knowlton Strategies8Social media use research


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+



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%


Every day

Once a week


Never

<35 35-54 55+



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%


Every day

Once a week


Never

<35 35-54 55+



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%


Every day

Once a week


Never

<35 35-54 55+



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%


Every day

Once a week


Never

<35 35-54 55+



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%


Every day

Once a week


Never

<35 35-54 55+



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%


Every day

Once a week


Never

<35 35-54 55+

© Hill+Knowlton Strategies16Favourite social platform



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%

Facebook

YouTube

Twitter

Instagram

Pinterest

LinkedIn

Snapchat

<35 35-54 55+

© Hill+Knowlton Strategies18How often are you on social?



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?



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



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



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+



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


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



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



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




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)




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)


© Hill+Knowlton Strategies33How do we get people to take action?

© Hill+Knowlton Strategies34… To improve their financial literacy?


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 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



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)


Asking people to do things

ReadLearnShareSign-upCommentRegisterTell a friend






© Hill+Knowlton Strategies46Ladder of engagement


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


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.



Client Example

© Hill+Knowlton Strategies53Scalability


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)


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

FCAC National Conference November 1, 2017 on Financial ... · FCAC National Conference on Financial Literacy 2017 Digital Marketing Workshop November 1, 2017

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