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Audience engagement

Audience engagement. 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. Since then. Advertising on TV, online, print, outdoor, mobile

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Audience engagement

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  1. Audience engagement

  2. 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

  3. 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

  4. As a result • 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

  5. 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

  6. 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 engagementrather • than volume of traffic

  7. Our audience has altered High Adult NZers Capable of making a change Specifically – the ‘nudgeable’ Likely to be disinterested INCOME Low 5 years 105 years

  8. How do we capture the attention of the disinterested?

  9. Simplicity is key

  10. Dumb debt campaign

  11. Things that challenge us • Managing with a small team • Visionary vs sustainability • Measuring success – not drowning in data

  12. 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

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