HAYLEY BERKLANDON ELLINGTON

ANDREW LIPSETTKATHERINE WOODDANIEL FORSTER

ABA: Digital Marketing Plan (Part A)

1

Table of Contents

●Executive Summary……………………………… pg. 3

●Market Research………………………………….. pg. 4-6

●Marketing Strategy………………………………. pg. 7-12

●Web Usability……………………………………….pg. 13-18

●SEO Optimization & Localization…………...pg. 19-24

●Appendix Materials……………………………….pg. 25+

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Executive Summary

Key Issues● Awareness of free resources● Grow/retain/extend

membership● Increase value for

sponsors/ads● Main traffic driver (listings)

outdated● Seasonality of industry

○opportunity to feature knowledge/provide value not fully realized

● Competition with listings/guides/identification info/applications

● Inadequate on-page and off-page SEO.

Main Recommendations●Enhance web page to reflect

specialties (guides/identification/mobile friendly)

● experiment with ad groups while increasing social media reach

● Deploy an strategic on-page and off-page SEO campaign in order to enhance the website’s ability to bring in new search users.

● Address threat of apps and other substitutes for products offered

● increase localization+seasonal relevance of information/offers provided

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Market Research

● Birding, also known as bird watching, is the act of taking a trip one mile or more from home for the primary purpose of observing birds and/or closely observed or tried to identify birds around the home.

○ It’s important to note that those who just happen to notice a bird while doing daily activities or those who observe birds in captivity, such as at a zoo, do not count as birders.

● As of 2011 (the last time the U.S. Fish and Wildlife Service analyzed the birding industry), there were 47 million birders in the United States.1

○ 88%, or roughly 41 million birders, are “backyard birders” or those who bird watch in close proximity to their home.

○ 38%, or 18 million birders, make up the more avid group of birders who also travel for the purpose of bird watching.

● Thanks to the popularity and large number of birders in the U.S., the birding industry is also a very profitable industry.

○ In 2011, birders spent a combined $41 billion, with $15 billion being spent on trips to bird watch, while $26 billion was spent on bird watching equipment.

41https://www.fws.gov/southeast/economicImpact/pdf/2011-BirdingReport--FINAL.pdf

Market Research Cont.

● Birding is enjoyed by individuals of all ages, but the most active are those individuals 45 years old or older.

• The average age of the birding population is 53 years old, while those birders who are 55+ make up 30% on the entire industry and those between the ages of 45-54 account for 23% of the market.

• On the opposite end of the age spectrum, those birders who age is 25-34 account for 11% of the market and birders between the ages of 16-25 accounts for 6% of the market.

○ Both men and women participate in birding, with women accounting for 56% of the birding population and men accounting for the remaining 44%.

○ Lastly, Birders tend to have higher levels of education and earn a higher annual income. • 20% of birders have completed some college, while 28% have graduated

from college.• 49% of birders earn over $50,000 per year

52https://www.fws.gov/southeast/economicImpact/pdf/2011-BirdingReport--FINAL.pdf (all info on slide)

Market Research Cont.

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Competitor Info● �Elist and other listing sources gaining popularity

○ Elist provides photos, sounds, maps, charts, and submission map, which has driven more traffic to this and other sites over time (does use info from ABA list)

○ endangering already falling membership3

● �Apps for bird finding/identification guides (in last couple of years, some exclusively on mobile)○ Free (w/adds) or minimal fee○ Audubon, Sibley eGuide , iBird○ Other apps use more data (photos/sounds) to identify birds (Merlin Bird ID,

Birdsnap, BirdSongID)○ Community science programs involve community with company to collect

observable data on birds, some species behavior specific

● �Other birding lifestyle sites○ Audobon: competing magazine (younger enthusiastic birders)

3 "American Birding Association...A Failing Hive?" RSS. N.p., n.d. Web. 14 Oct. 2016. (http://www.birdchick.com/blog/2010/07/american-birding-association-a-failing-hive)

Overall Marketing Strategy

Current Strategy Points Review● �Appeal to website users to become members or

donate○ Online versions of magazine○ Events, trips, and camps to drive interest in membership○ Social media presence to drive traffic to website○ Books/guides as print advertising and brand

enhancement○ Optics and ecotourism: main ad categories

● �Differentiate using unique knowledge base of org.

○ Birding News (geographically based mailing lists)○ Identification guides (currently limited)○ Lists (promotes user competition/gamification, website

traffic, and provides data on sightings)

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Overall Marketing Strategy Cont. (SWOT)

Strengths● �Birding news website (mailing list)● �Bird clubs (regional affiliations)● �Some SMS geofencing● �Email to existing customers (highest

order size, and above average CTR 8% compared to 3.58% average 5)○ active membership

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4 "SMS Click-through Rate: 36 Percent Average for Marketers." SMS Gateway Center Blog. N.p., 2015. Web. 15 Oct. 2016. 5 Best, By Jessica. "Email Marketing Metrics Benchmarks 2016 - Emarketingplatform.com." Emarketingplatformcom. N.p., 2016. Web. 16 Oct. 2016. *Image: "How Can SMS Marketing Help to Grow a Business?" - Quora. N.p., n.d. Web. 15 Oct. 2016.

Weaknesses● �No bird identification guides/help online● �No auto-location specific pages/mobile pages● �No branded app or mobile specific site for

applications (bird lists, guides, identification, events, etc.)

● �PPC less than 0.3% conversion rate● �SEO CTR of 8% and conversion of 2% (low

organic search results)● �SMS geofencing CTR 12% (lower than

average of 36%4), but nearly half (5%) convert to sale

● �Low social media CTR 1% with only a 0.1% Conversion rate.

● �Expensive social media campaigns with low CTR

Overall Marketing Strategy Cont. (SWOT)

Opportunities● �More location based services● �App or page designed for mobile

(cheaper) ● Guides, listings, species identification

(most associated with desired brand of knowledge authority)

● �Increase usability of site to increase conversion rates (especially a search bar).

● �Increase social media presence for promotion of events and for reaching younger demographics/current customers

● �Increase display advertisements

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Threats● �Apps for identification, listing, and information on birds

(allows use of phone GPS for location specific features)○ Stealing market share and diminishing the

perception that ABA is main source of knowledge. Technology still developing (using location, etc)

○ likely to take a noticeable chunk of hardcopy guide sales (especially as younger people age into customers, or become customers themselves)

● �Listing sites with more traffic due to more usability, and pages with a clear purpose

● Customer/Member base has aged with company (new/younger members needed for sustained future operations and growth)

● �Others have more social media following, which could be focusing younger demographics.○ Twitter: Audubon: 107k followers; ABA: 9.8k

followers○ Facebook page likes: Audubon (national

site):960k likes(more spread across regions/states); ABA: only 17k

○ Youtube subscribers/views: Audubon: 1,761/312k; AMA: 237/50k 6

6 From pertinent social media sites*Image from https://birderapp.io/

Overall Marketing Strategy Cont.

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Market Penetration● �Create more membership value (access to tools, extra

info/events)● �Currently giving prizes to members who get most new

members to join● �Differentiate ads to those in rural vs metro cities● Provide more location specific SMS/location based

offers, etc.Market Development

● �Discounts for younger demographics (reduce cost to sign up)

● �Increase connection with regional clubs with ABA branding

● �Promote travel packages to top 4 states visited by non-residents (Hawaii, Alaska, Wyoming, Maine)

● �Aging membership: social media campaign improvement (SMS also more popular than email with younger users)

○ Group birding in as an interesting way to learn about nature, while being active; also increasing the scale and reach of youth camps

● Make information more accessible for the unfamiliar● Increase ecotourism ad reach towards younger, lower

income demographics● �Focus on optics and hobbyist ad groups for the older

demographics with more disposable income● �(SEO) Strengthen keywords by tracking specific

adgroups to hone in on most effective keywords (combined with improved site)

● More focus on keyword groups per regional specific sighting/species/info

Product Development● Update website (reduce ad. pollution,

provide search bar)● Provide robust identification tools/guides

available online● Develop similar data charts to eBird for

exploring data (http://ebird.org/ebird/explore)

● Guide/identification apps.○ Provides additional space to upsell

(current customers most likely to convert per email conversions)

○ Improves current selling point of accumulated knowledge

● Increased location based sighting alerts/ offers

● Determine ads based on seasonality and regional specifics as they relate to bird species/events to underline knowledge base

Diversification● Apps towards younger demographics● Birdwatching as part of awareness for

conservation

Overall Marketing Strategy Cont.

News/Magazines/Blogs [BU1]

● Build Selectively on More Attractive Items● invest in those with most attractive ad. income

potential, and potential reach ● look to built up those that synergize with

building brand, driving traffic to site, and transactions

Listings/Guides/Identification Tools [BU2]

● Invest to Build/Solidify Position● challenge the leadership of those introducing

applications for identification/guides/information

● strengthen listing services to maintain top position

Events/Trips/Camps [BU3]

● Manage Business for Revenue● maintain existing programs/monitor for issues● find particularly profitable

segments/location/events that have minimal risk to guide further investments

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Merchandise/Membership [BU4]● Manage for Profits● maintain interest in product lines with

innovative new product offerings and membership benefits

● merchandise not main focus and investment in this business should reflect this○ Membership is important as it provides

more opportunities to touch customers, while providing more information on what they are interested in*See Appendix for GE Matrix data

Overall Marketing Strategy Cont.

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Strategy Proposal

● given insights from SWOT, research, various strategies, and what the GE Matrix suggests

● Largest threats against the desired brand perception as authority on birding knowledge in the form of applications (guides/identification) and other listings rising in popularity, that can be perceived as more approachable.○ weigh pros/cons of providing mobile friendly services vs standalone app to compete (app more

costly but offline and location based features serve the market better and provide more data and opportunities for data collection, brand reinforcement and ad. revenue)

○ more market penetration and product development type strategies ○ An increase in mobile marketing is also needed

● Development of younger demographic customers through market development○ increase adgroup options to include others than optics and ecotourism. More outdoor/active

lifestyle in a way that allows those in adjacent customer groups to discover birding. (applications or easy to use features to begin learning/birding would enhance desired brand perception while increasing likelihood of membership)

○ Increase social media presence for 18-29yr olds (FB:87% of these adults, Twitter: 37%, Instagram: 53%7)

○ younger demographic cares more about cameras/apps/tech, whereas older generations care more about binoculars/simplicity 8

● Take advantage of synergies of different segments where there are opportunities to interact and drive the customer to an eventual conversion, while increasing positive brand awareness that ABA is an informational authority.

7 Duggan, Maeve, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden. "Demographics of Key Social Networking Platforms." Pew Research Center Internet Science Tech RSS. N.p., 2015. Web. 13 Oct. 2016. 8http://cityroom.blogs.nytimes.com/2014/05/10/its-gadgets-vs-eyeballs-as-two-species-of-bird-watchers-clash/

Web Usability: Intro

The aba.org website and mobile site were evaluated by 8 people from differing demographics. While some are marketing professionals, including graphic design, some aren’t in the marketing field at all. The general consensus from the group is that the main homepage is too cluttered to navigate easily. As can be seen in the compiled feedback, the overall basic functionality of the site is acceptable, while the site scored much lower on the brand aspects and navigation.

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Web Usability: Desktop Site Results

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Sample of Comments

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Does it have left hand and/or horizontal navigation bars?

“No, all navigation is at the top of the page. There is a blog on the left hand side, which I don't feel adds value to the site.”

Can you get to what you want in 3 or less clicks?

“Mostly - but it is hard to find what you want due to the clutter.”

Text, font, background contrast-readability

“Too much text on home page and it's too small which causes it to get lost in the background.”

Is the contact us information easy to find and complete (with hours/days of operation)?

“Extremely hard to find due to the small text and location.”

Sample of Comments

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“I give an overall rating of 8/10.

The website was very easy to navigate, but the front page feels very cluttered. I really don't care for the double column in the center of the page - I would personally prefer things to be listed vertically in one column with larger font. The website has a very nice color scheme and good balance of text to images. I like the "Quick Links" at the top of the main page, but do not like that the format changes on other webpages - I initially thought I was at a different site. Continuity in the Quick Links header between pages would be better.

The mobile website is good. I was a little surprised the mobile version is a full site rather than a simplified page. A simplified page with the option for a full site could be an improvement (I'm not a fan of pinching and clicking, I prefer to scroll and click).”

“I give an overall rating of 7/10.

Cluttered front page. Ads are distracting, yet relevant. No search bar makes it harder to find what you need as you have to figure out the site hierarchy and where what you are needing lives on the site. This could be remedied with at least a site map.”

Web Usability: Mobile Results

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site is way too busy, needs a focal point. Would be great to have a mobile version

Overall, the mobile site is very good but due to the small text I misclicked several times.

Reduction in clutter so text size can increase, or perhaps a mobile version of the site that makes the menu interface much easier on small screens.

Way too cluttered, especially since there's no mobile specific site. had to squint/search to find anything.

Web Usability: results/critique cont.

Recommendations:● Reduction in the amount of columns as well as information in each

column. For example, reducing the amount of copy on the “Young Birders” section and keeping the in depth information for those who click through the link.

● Add a search bar function to the top right of the site to enable searches from homepage

● A dedicated mobile site to increase mobile traffic and a younger demographic reach

● Addition of a site map for users to follow as they navigate the site● Where possible, reduce the amount of ad-space that is made

available. ● If needed, relocate some of the ads to other high traffic pages such

as events● Addition of an FAQ section accessible from the home page 18

SEO+Localization: current state

● American Birding Association (www.aba.org) is a relatively large domain, and has over 600 pages indexed in google’s database. 1

○ Most of the main landing pages display custom titles on the SERP. Almost all of the pages at the second level and beyond display generic titles.

○ Almost all pages display generic meta descriptions (first 150 characters of content)

○ There are no rich snippets available on SERPs. ○ Knowledge graph contains information about ABA which is being pulled

from wikipedia. This knowledge graph links to aba.org and a Facebook and Twitter Page.

● Ahrefs.com estimates that this domain sees around 21,000 organic search traffic users per month.

○ The website organically ranks in 42,000 keywords, and ranks in PPC for about 27 keywords.

● American Birding Association (www.aba.org) harnesses over 281,000 backlinks which are stemming from just over 3,360 referring domains.

○ Ahrefs ranks (www.aba.org) at 70,264 among the 200 million registered domains in their database. The site’s Domain Rating is 59/100, while the homepage’s URL Rating is 22/100

1 - (Google Search) site:www.aba.org 19

SEO+Localization: Detailed Analysis

On-Page SEO● This site uses keywords effectively inside of their content and

contains a rich assortment of relevant keywords. ○ (aba.org) is ranking #1 in 258 long-tail keywords (bird watching lists, rare bird news, pink

footed goose sightings), etc.○ (aba.org) also ranks well in many relevant short-tail keywords (aba, tweeter, bird pictures,

florida birds) etc.● (aba.org) uses alt descriptions for some of their images, but

many images on the page are missing alt descriptions.○ (aba.org) also frequently uses images with alt descriptions as h2 headings. While it hasn’t

been proven that this technique is punished by search engines, it has not proven to improve SEO as compared to keyword rich h2’s.

● The homepage appears to be static HTML, but some other pages appear to be wordpress based.

○ The events tab links to (events.aba.org) which is WP based. Using several platforms can sometimes confuse crawling robots, and is generally not good for SEO.

● The site is frequently updated with blogs based around relevant industry news. Updating a site frequently with relevant content is good for SEO.

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SEO+Localization: Detailed Analysis Cont.

Off-Page SEO● American Birding Association has citations

with backlinks listed on 32 different sites. Only 5 of these sites are listed as a Top 50 citation site/aggregator.

○ ABA has citations on Facebook, Google Local, BBB, Youtube, and Foursquare.

○ ABA’s Google My Business Listings are not verified or branded, but contain street view pictures of locations.

● ABA has 281,000 backlinks from only 3,360 domains. This means that there is an average of over 83 URLs linking to aba.org from each domain.

○ Many of ABA’s backlinks are coming from unreputable websites. For example, the website mentioned below is a spam site which is currently listing 4,289 links to aba.org. Search engines punish websites on either side of this interaction with penalties.

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SEO+Localization: Problem Areas

On-Page SEO● There is no Sitemap on this website.

○ This is an incredibly important feature necessary on any site looking to achieve quality SEO. Sitemaps allow search engine robots to easily crawl and index pages on your site.

● Most pages are missing custom titles and meta descriptions. ○ Generic meta descriptions and page titles are often viewed as unattractive and can greatly

reduce CTR. ● All images on the site should be enhanced with alt descriptions

containing targeted keywords.○ Images are not helpful for SEO unless they have targeted descriptions attached.

Off-Page SEO● This organization is seriously lacking in localization through

citations on reputable sites displaying an accurate NAP.○ Citations stemming from top-50 authority sites are important and create “trust” between your

website and the search engines. ● This website has a high number of low quality (spammy) links

coming from non-reputable sites. ○ Google views this practice as black-hat SEO and often punishes both parties for participating.

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SEO+Localization: Recommendations

On-Page SEO

1. A sitemap needs to be added to the homepage. Sitemaps can be generated by a number of online tools for little to no cost.

2. All of the images on the site should be supplemented with alt descriptions in order to provide a higher keyword density.

3. Custom page titles and meta descriptions should be added to all pages in order provide a relevant option for search users and improve CTR.

4. Combining the site into one cohesive platform would improve search engine robot readability and would also provide a better overall user experience.

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SEO+Localization: Recommendations

Off-Page SEO

1. An analysis of the website’s backlinks should be conducted and checked for low quality domains. A list of spammy domains should be compiled and disavowed through webmaster tools on all major search engines.

2. A campaign of citations should be launched for all 50 of the top-50 citation sites for both ABA locations. These campaigns should contain correct Name, Address, and Phone number (NAP) and will provide better trust between the search engines and this website.

a. Brightlocal & Moz offer citation services and could carry out these two campaigns in a matter of a few weeks.

b. Citations increase trust between search engines and also provide very high quality links.

c. Citations should be verified and optimized with targeted content descriptions.

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Part A: Appendix

25

HAYLEY BERKLANDON ELLINGTON

ANDREW LIPSETTKATHERINE WOODDANIEL FORSTER

ABA: Digital Marketing Plan (Part B)

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Table of Contents Part B

●PPC analysis and Recommendations……….. pg. 3-6●Social Media Efforts/Recommendations….. pg. 7-13●Mobile Efforts/Recommendations…………... pg. 14-19●Testing and Metrics………………….……………. pg. 20-25●Causal Forecast & ROP ………………………….. pg. 26-30●Conclusion slide ……………………………………. pg. 31

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PPC Analysis

Current Organic RankingsAhrefs estimates that aba.org has 2668 top-100 organic rankings (US) in many keywords including:

● “bird festivals” - 1● “north american birds” - 3● “kirder’s hawk” - 3● “gray-headed swamphen” - 2● “north american birds journal” - 1● “brewsters warbler” - 1● “kriders” - 3● “mckay's bunting” - 1● “empidonax flycatchers” - 3● “crested auklet” - 4

While aba.org ranks in the top-100 in 2668 keywords organically, their biggest competitor, audubon.org, ranks in over 143,000 keywords and ranks in PPC for 993 keywords.

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PPC Rankings

aba.org does not currently bid for any PPC keywords and is therefore being outranked by many competitors who are bidding on important keywords.

Competing DomainsThese competing domains include:● allaboutbirds.org - Cornell

Ornithology Lab● audubon.org - Wildlife Conservation

Organization● whatbird.com - Forum and

Informational Site● beautyofbirds.com - Forum and

Informational Site

audubon.org is their biggest competition in PPC and will be analyzed during this project as market reasearch.

Competitor PPC Analysis

Competitor Analysisaudubon.org has a search PPC text ad on all google queries that include the words “bird watching” or “bird.” This allows this site to be shown as the first position for all of these qualified search users. However, this ad contains information about donating to the site and is not actually related to bird watching information. While aba.org does not rank very well in these search queries, they could run a PPC campaign to outbid aubudon.org and provide an ad which targets customers interested in bird watching location information, news, or specific species instead of making a donation. 291 https://www.fws.gov/southeast/economicImpact/pdf/2011-BirdingReport--FINAL.pdf3 http://www.wordstream.com/average-ctr

Text Ad OpportunitiesABA is differentiated by their reputation as birding experts. This could be a factor that is highly sought after by bird watchers since birders tend to have high levels of education and are primarily over the age of 55. This age group and education level often is looking for a reputable source for information with expert writers.1 Including information in their text ads about their expert writers and exclusive content and membership options could be a more attractive alternative to audubon.org’s blanket Adwords text ads. Keep in mind that average click-through rate for adwords search ads is around 1.72%3

PPC Analysis: Keyword Recommendations

PPC Search Keyword RecommendationsInstead of focusing on all keywords with “bird” in them, I felt that keywords that likely have a higher conversion rate would be better keywords to target. With this in mind, I chose to target bird watchers who are searching for information about specific species’ or expert insights into bird watching techniques and locations. Median Conversion Rate for these types of sites is 4.61%4 while top-10% of landing pages can perform 3 to 5 times higher if the ads effectively target the correct traffic and the landing pages funnel users effectively and provide a good incentive. PPC Search Keyword ListI’ve compiled a list of 834 keywords2 which have a high chance of conversion because of their specific nature. These keywords would need to be monitored for their conversion rate and impressions. These keywords include specific locations and/or species of birds which are more likely to be searched by avid bird watchers looking to engage with bird watching information.

302 https://docs.google.com/spreadsheets/d/166JFfGgYa-N7oeQdrkx_ckiTsK8XxNLLURzzSqKpLr4/edit?usp=sharing4 http://searchengineland.com/7-conversion-rate-truths-will-change-landing-page-optimization-strategy-191083

Location Based Text AdsUsing ads which are specific to the metroplexes where the user is searching from could help to improve click-through rate because of their higher level of relevance.

PPC Analysis: Ad Network

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Campaign can be split into 3 ad groups1. Regional Targeting - These ads can be designed and displayed in each targeted region in

order to provide a higher sense of relevance for the search user and deliver them to a state field guide page.

2. Specific Species Information Targeting - These ads can be designed and displayed to provide relevance for users seeking information on specific species of birds and should link to a species landing page.

3. Specific Blog/Forum Question - These ads are designed to answer questions or provide an answer to a question about a bird watching related question. This could link to a blog, forum, or FAQ page. 1.

2.

3.

Projected Metrics● Adwords estimates a maximum of 19,000 impressions per day. ● 1.72% CTR Based on industry averages. ● 0.79%% Conversion Rate Based on Industry Avg.

Proj Outcomes:- 396,395 impressions- 6818 clicks- 3132 Sales- Expected cost-per-click of $0.88 based on ind avg.

Social Media: Facebook

ABA on Facebook:17,040 followers

A glimpse into other birding organizations’ following:

● North American Birding: 10,453● Birds and Blooms Magazine: 855,653● American Bird Conservancy: 697,845● National Audubon Society: 995,454● eBird: 52,656● Cornell Lab of Ornithology: 683,693

Type of Content:● Promotion of ABA blog posts● Linking to free birding resources● Young Birder posts/spotlights● Giveaways● Birding news● Photo quizzes● Videos● Member recruiting contests

Posts occur frequently - almost daily; some multiple times a day

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● Facebook still reigns as the most popular social media platform.

● 76% of users report visiting the site once or more per day

● A growing number of older adults are joining the platform:○ 62% of online adults ages 65+ use Facebook

(up from 48% in 2015)● Women also use at higher rates than men:

○ 83% female internet users vs. 75% male adopt the platform

● Facebook is the most accessible social media platform for ABA’s target demographic

● Facebook tends to be a starting platform for most users○ 88% of Facebook users indicate it is the only

platform they use○ More reciprocity with users who use other

social media platforms - many who use Instagram/Twitter/Pinterest/etc. also use Facebook

● Advantages of Facebook:○ Easy interaction with customers○ Wide reach into varying demographics○ A number of platform marketing tools○ can cross-post content from other platforms

relatively easily● Disadvantages of Facebook:

○ Pay-to-play network that can be costly○ Subject to a complex news feed algorithm

http://www.pewinternet.org/2016/11/11/social-media-update-2016-methodology/

Social Media: Instagram

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ABA on Instagram: 825 followers22 postsMember since 2016

Type of Content:● Product promotion (Song Bird Coffee,

apparel, field guides)● Event photos● Young birder camp photos● Cultural references (Pokemon Go)● Member spotlights● Bird photos

ABA has only been active on Instagram for less than one year (30 weeks). Posts occur much more infrequently than Facebook.

● 32% of online adults report using Instagram in 2016● Use is especially high among young adults

○ Ages 18-29: 59% ○ Ages 30-49: 33%○ Ages 65+: 8%

● Females (38%) more likely to use than men (26%)● 95 million photos and videos posted daily● Advantages of Instagram:

○ Platform complements highly visual content○ Can drive content via custom hashtags○ Allows 1 minute videos○ Quickly growing platform○ High engagement compared to other platforms ○ Allows for promoted content○ Allows cross-posting to other platforms○ Can embed image feed on websites○ Can curate user-generated content○ Provides some analytics

● Disadvantages of Instagram:○ New post-sorting algorithm did away with

chronological sorting in followers’ feeds○ Visually demanding content creation - must be

aware of image composition, content, etc.; must be able to capture user attention quickly

○ Free analytics are only available week-over-week and in-app only

http://www.pewinternet.org/2016/11/11/social-media-update-2016-methodology/

Social Media: Twitter

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ABA on Twitter: 10,300 followers1,761 TweetsMember since 2011

Type of Content:● Promotion of blog posts● A lot of cross-posted content with

Facebook● Retweets of photos (birding locations,

bird photos, bird songs, events, news, posts from fellow birding associations)

● News

Regular posting frequency - almost daily, sometimes multiple times a day.

● As of April 2016 - 310M active users● 24% of online adults used; roughly unchanged

from 2015● Younger Americans more likely to use the

platform○ Ages 18-29: 36%○ Ages 30-49: 23%○ Ages 50-64: 21%○ Ages 65+: 10%

● More popular among highly educated - 29% of users have college degrees○ Birders tend to be more educated, with

20% having some college education and 28% holding a degree

● Advantages of Twitter:○ Interactive culture of following○ No complicated posting algorithms like

Facebook and Instagram ○ Easy to track data○ Automatically shortens links to save

characters○ Can automate post sharing process

● Disadvantages of Twitter:○ Many users follow a large number of

accounts - can oversaturate feed○ Involves a higher time investment due to

the interactive nature between business/followershttp://www.pewinternet.org/2016/11/11/social-media-update-2016-methodology/

Social Media: Strategy

FacebookKPI: increase likes from 17k to 30k in 2017 ○ Continuation of frequent posts and maintain their current content strategy○ Recommend implementing a process for responding to visitor posts. This is a great opportunity

to engage current followers in further interaction. Currently, there are posts or tags by various people and groups every few days. Responding and interacting will help boost ABA’s visibility.

○ Recommend investing in a series of sponsored posts targeted towards the current demographic

InstagramKPI: increase followers from 832 to 3,000 in 2017

○ Content strategy- move towards more visually dynamic and engaging content: photos and videos of birds and nature shots in a more “Instagram” style

○ Increase use of hashtags on posts. Recommend using a couple of a few generic hashtags to draw in the nature crowd that may not be aware of the ABA otherwise. #birding (466k posts) #birdsofinstagram (1.6mil posts) #naturephotography (8.1 mil posts) as well as integrating their own designated hashtag on every post #americanbirdingassociation has been used 188 times, but not by the actual account. Increase usage of this hashtag to track engagement and boost its usage.

Pinterest No KPI beyond owning the brand on the platform

○ No account currently. Recommend setting up a quick basic account with about 5 boards to take advantage of those pinning the ABA website and to establish basic presence and brand identity

○ Paid posts or daily monitoring not necessary for this platform.35

Social Media: Strategy Cont.

TwitterKPI: increase followers from 10.4k to 15k in 2017

○ Increase the number of pages the ABA page follows. Currently following only 600 which is a small fraction of the number of followers they have. Recommend following anyone they retweet, tweets with them, and any related pages or high impact users in the birding industry.

○ Continue current content strategy and retweeting efforts. Seek to increase the number of videos posted which get higher impressions. Also, increase the number of articles of interest posted from reputable industry sources

○ Increase usage of industry hashtag references- mainly the #americanbirdingassociation that is being used by other users. Recommend two hashtags per post

LinkedInNo KPI beyond owning the brand on the platform

○ Recommend taking ownership of the page and making any free adjustments available to brand the page including a profile logo and basic company description.

○ No need for any paid job postings or advertising on this platform

YouTubeNo KPI beyond owning the brand on the platform

○ Recommend consolidating the two current pages and keeping the page with the higher following (237 subscribers) to combine traffic

○ Cross posting with Twitter to increase video content on both pages

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Social Media Content Curation

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Recommend the use of the Hootsuite free dashboard for organizing content posts, scheduling, tracking, and monitoring engagement. With this free account you can get:

● 3 social accounts linked (for ABA use: Facebook, Twitter, and Instagram)● 10 content suggestions each week● Scheduling to organize when posts are cross posted and time/date to post for planned future

postings● Analytics to track growth and KPI’s● Free social media courses to increase knowledge base and keep current on trends● RSS feed integration to integrate blog posts automaticallyFocus Twitter posts on:

● News (ABA Blog, reposting of other associations’ content)

● Birding Resources (birding guides and other ABA resources)

Instagram Focus: ● Nature photos/videos● Young Birders activities

Cross-post content:● Unusual stories● Products/Services● Entertainment (Photos, video,

contests, etc.)

Mobile

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Current Efforts

● Minimal current efforts in the Mobile space○ Only occasional boosted FB posts

● Publication advertisements, but don’t drive directly to website

● Limited Adwords campaign

Why is Mobile important to ABA?● Mobile/Tablet has just recently surpassed

desktop in terms of # pageviews 4 (and top image)

● Next billion new internet users will get their internet through mobile first (better infrastructure for taking advantage of internet provided by drones/balloons)

○ Mobile users are increasing across all segments(millennials mostly use mobile, and need to be in front of them to offset aging membership) 4(and bottom image)

○ Most users are multiplatform, which makes it imperative to serve all platforms in a way that points back to main site/goal

● Competitors threatening expert position with list apps, and info/stats that are much easier to access3http://qz.com/825014/mobile-website-views-surpassed-desktop-views-for-the-first-time-ever-in-october-2016/

4http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Mobile: SEO/Mobile Site

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Current State● No mobile site currently implemented

○ Small text/cluttered main page○ General difficulty finding what is

desired○ Lists pages navigation is poor○ No bird identification other than

publications/limited photographic representation of species

○ Competition already has more mobile friendly sites and better information presentation

Recommendations for Mobile Site● Integrate site search bar on main page

○ Useful for both mobile/desktop● Create unique landing page/mobile site that

users see when accessing the website from a mobile device

● Clear call to action at top of mobile site for becoming a member that promotes some of the membership benefits

● Optimize for 3 second load time to decrease bounce rate

● Design needs to be adaptable to various sizes of screens/devices with a focus on making all text fields and buttons easily usable without having to manipulate the page6

● Hidden menu easily accessible and gets users to what they want that promotes the orgs market position of quality info.

○ Easy access to birding list, improved navigation, comparison to others in your area for added gamification promoting use of the mobile site, which should drive awareness/membership

○ Birds users can expect to see around them within an adjustable radius (further promotes desired market positions as experts)

○ Infographics and map overlays of various bird sightings/migration data, etc.

○ Nearby events section with call to action for people to get involved with the company to identify with natural preservation/respect/informational authority

○ Ability to go to desktop site, for main information not included on mobile site

5https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic (images)6http://thenextweb.com/dd/2015/10/19/10-rules-of-best-practice-for-responsive-design/

Mobile: Application

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Recommendations for App● Start small/manage development costs

○ Identify/search based on observed attributes○ Offline access to lists w/ comparison to others

per area, for gamification draw○ Provide ad space for products to mitigate

development cost and fund future expansions of app

○ Platform to provide ads to upsell merchandising and now can make branded merchandise for mobile users (touch sensitive gloves, solar chargers, etc)

○ Minimal charge for app enforces perception as experts with quality info.

Existing Competition5

● Paid, free, and free versions of paid apps ○ Identification Assistance (Guide)○ Active Identification

■ Recordings/photos/observations to help identify species

○ Allow sharing of bird counts to add value to observations and allow tracking of these observations (eBird Citizen Science Project)

○ Some just help you learn bird calls● Allows offline interaction ● still relatively new, and functionality of these are

still being perfected

● Integrate smarter features over time (monitoring status of competition to not fall too far behind)

○ Audio/visual recognition of user provided information (integrating location)

■ Accuracy/speed/usability will drive user acceptance

○ Location/seasonality based information■ Alerts for recently sighted or rare birds

nearby■ Community program listings available■ Map overlays of hotspots

○ Various infographics (similar to mobile site)0Images from Merlin Bird ID app (merlin.allaboutbirds.org) and iBird Pro app (google play store)7http://www.audubon.org/news/the-best-birding-apps-and-field-guides

Mobile: Site vs App.

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Mobile Site7&8

Pros:● Educational

extension/enhancement● Cheaper (responsiveness

easier to achieve/no app stores to deal with)

● Easily upgraded/updated● More easily

shared/accessed● Better reach due to

availability/responsiveness across platforms

Cons:● Requires an internet

connection (can be an issue for those that travel out of service range to bird)

● Does not allow unique features using

Application7&8

Pros:● Educational

extension/enhancement to tours/reduces barrier to entry to birding (more engagement)

● Potentially useful hardware integration for added value (location/microphone/camera)

● Good for specific tasks (lists/identification)

● Possible in app messaging○ no opt in/+10% retention

Cons:● Expensive ($$/+Time). Usually

10k+ for a basic one (multiple platform development/ongoing support)

● More difficult/costly to update● Limited reach dependent on

responsiveness● Must maintain engagement to

be kept on device● 23% abandonment after first

use7

● 38% retention after 11 uses7

Recommendations for ABA Apps are for more existing customers who are using the features regularly, but doesn’t have the reach a mobile site does, which is potential to increase membership/use of site. As ABA has a fledgling mobile presence, the low cost/high reach solution of the mobile site is recommended. This allows ABA to quickly increase reach in largely younger demographics, while allowing them to develop a mobile site that is basically practice for what an application would be in the future, while validating the necessity of one by researching how many people would need offline content and monitoring the competition. (See previous slides for details)

http://marketingland.com/morgan-stanley-no-apps-arent-winning-the-mobile-browser-is-144303 (image)7http://info.localytics.com/blog/23-of-users-abandon-an-app-after-one-use8http://www.trekksoft.com/en/blog/why-you-should-encourage-the-use-of-apps-during-your-birding-tour9https://www.hswsolutions.com/services/mobile-web-development/mobile-website-vs-apps/

Mobile: SMS/Push Opportunities

Challenges● Monitor frequency and opt out rate of users to tailor

campaigns● Will require opting in

○ likely most popular with existing members○ make separate from membership as SMS may be a

more approachable start to a brand relationship● Proper permissions must be established/regulations

followed● Setting up short codes can be complicated● Network failures disrupt delivery

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Opportunities● More popular with younger

demographics.● 98% read rate (6xCTR) vs. 28% for

email10

● US smartphone penetration 57%12

● Uses for contests, raffles for merchandise, etc can increase engagement

● Drive traffic to specific landing page or pertinent info on mobile site

● MMS can include visual/audio representation of recent sightings/prompt to find a species nearby and add to list (gamification)

● Can be location based to integrate up to the minute sighting updates, and information on local ABA events (70% say location based is valuable)11

● Not dependent on connection speeds● Immediate roll out of

messages/info/promos● Easily measured

Recommendation● Locate a vendor with existing relationships with carrier to help push messages ● Provide updates to those in a certain range of interesting birds at times when people are likely to be out

or not at work, at an unobtrusive interval (measure opt out feedback)○ Membership can provide access to settings on what type of notifications you can get and allows

user to receive discounts on merchandise (to increase membership and engagement of those customers reached by other mobile efforts) [membership promotions]

● Available push notifications for members only with more detailed information on local birding opportunities/sighting10http://www.business2community.com/infographics/text-marketing-vs-email-marketing-one-packs-bigger-punch-infographic-01249186#QDDjU9dfXYals5c8.97

http://smsmarketingnow.com/sms-marketing-statistics-infographic/ (image)11http://mobilemarketingengine.com/23-mobile-marketing-stats/12http://thehub.smsglobal.com/smartphone-ownership-usage-and-penetration

Mobile: Display Ads

Challenges/Opportunities● Currently no mobile display ads being used● Opportunity to reach increasingly mobile customer

base● Ad blocking up 41% in 201513

● 54% dont click/dont trust banner ads13

● Retargeting: 70% more likely conversion● 32% would share native ads13

● Native ads viewed 53% more than banner ads13

● Native ads can add up to 82% brand lift14 (needed as competition is looking more like the expert with the way the present/organize their information)

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Recommendations● Focus on native vs banner ads

○ In line with search results○ Brief commercials before videos○ Inline with social feeds [Facebook]○ Used to convince customers they need the

knowledge found on ABA website• “Find out what birds are making that

noise in your backyard”• “Want to identify birds without having

to sift through a book?”

● Sponsored ads to promote newly developed site that makes it easier to access lists, identification tools, etc

○ Mobile+browser site landing pages○ Use respected birding blogs, merchandise

partners. social media, and outdoor lifestyle/naturalist websites

● Mobile/Social Network presence will naturally reach a younger demographic, but native ads should be in line with the activities/ideas this demographic enjoys, that has crossover with birding (camping, travelling, staying active, getting away from hustle and bustle, etc.)

13http://blog.hubspot.com/marketing/horrifying-display-advertising-stats#sm.00018cfrgyrhwfrcu1t13keddy1ms14https://blog.shareaholic.com/native-advertising-outperforms/https://e27.co/mobile-native-ads-can-get-57-higher-click-through-rate-vserv-20150121/ (image)

Mobile: Final Recommendations

A greater mobile presence is definitely needed, if ABA wants to stay competitive in the advertisement space, and will lend itself to reaching a younger demographic to offset the aging membership populations. It is recommended that this be accomplished using the following methods:

● Develop mobile site that makes lists more accessible and provides more comparisons using gamification to promote more people to use these lists. Develop basic bird identification pages based on audio/visual data. This includes adding a search bar to both mobile and desktop sites. Use mobile site to promote membership. Using the mobile site for cheaper development, and using feedback to change features, it will be the groundwork for future app development that will take advantage of the device hardware to give local bird information, while identifying birds by recorded sound and pictures.

● Use user location to give specific information on birds in the area, or events happening nearby. Allows a prompt to gain new user info (email), and provide another venue for users to be able to become members on the go.

● Increase display ad presence with a focus on native ads to convince customers that the new mobile site features, and general website features/information are needed in their lives. Use some sponsored ads to promote the new mobile site and list/graphs/ other informatics added to the website. This is to increase brand awareness as the experts in the field. One could even promote the use of communal data provided by members, while using this as a call to action to get more people to contribute data, and eventually become members.

44https://www.lifewire.com/advantages-and-disadvantages-of-mobile-marketing-2373124

Testing and Metrics

There are 3 main objectives we wish to accomplish by implementing our recommendations

of a new mobile site and an enhanced social media presence/campaign:

1. Influence membership activity.

2. Increase awareness about the ABA’s many free resources for all birders, and encourage non-members to support the ABA (preferably by becoming a member or donating).

3. Increase use of site to create more value for our online advertisers and sponsors.

Within each objective, there are a number of goals and metrics that we can track, analyze,

and test to see if we are on the right track towards achieving our objectives.

To track and analyze these metrics, we recommend using Google Analytics

and/or other tools such as Webtrends.

need correct attribution, as people that look up something on mobile (50%) will buy later on desktop and this data should be captured for feedback

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Testing and Metrics Cont.

Objective 1: Influence Membership Activity

Goals1. Increase the number of new members 2. Retain/Renew existing memberships3. Extend/Upgrade current membership levels

Metrics to Analyze4. What is the % of new members?5. What is the % of members who renew their membership?6. What is the % of renewing members who upgrade their membership level?

46

Testing and Metrics Cont.

Objective 2: Increase awareness about the ABA’s many free resources for all birders, and encourage non-members to support the ABA

Goals1. Increase the use of the “Birder’s Guide,” both current and past issues. 2. Increase the number of visitors to the blog pages. 3. Increase the number of readers of the “Birding News” sections.

Metrics to Analyze4. % of members (users who are logged in) and non-members

reading/downloading the “Birder’s Guide.”5. % of members and non-members reading the ABA Blogs.6. % of members and non-members reading articles within the “Birding News”

tab.

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Testing and Metrics Cont.

Objective 3: Increase use of the site and new mobile site to create more value for our online advertisers and sponsors.

Goals1. Increase both paid and organic traffic to the website and mobile site

through PPC and social media presence.2. Increase the number of unique visitors, both new and returning.3. Reduce Page Exit Ratio & Bounce Rate

Metrics to Analyze4. What is the % increase in number of website visitors?5. What is the % of new visitors? % of returning visitors?6. What is the average time visitors spend on the site?7. Analyze the click path of visitors.8. What % of visitors click on ads?

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Testing and Metrics Cont.

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Social Media CampaignThere are a variety of different variables we can test on social media, and fortunately, we can test similar posts across all 3 of the main social media platforms we are heavily engaged in (Facebook, Twitter, Instagram).

Since we aren’t testing websites or landing pages here, we can’t really implement an A/B test or Multivariate test, but instead will test various types/styles of posts that promote the most engagement/interaction with our followers. As mentioned in the social media section, we will use Hootsuite’s free dashboard to help us analyze these test results.

Types of Posts1. Direct Questions2. Shared Links3. Requests to take action 4. Posts to generate engagement 5. Pictures vs Videos

Success Metrics

- Which posts receive the most likes, shares, retweets, etc? - Which posts generate the most interaction between the followers and the ABA social

media page?- Which posts lead to an increase in the number of followers? Reduction of followers?- Which posts direct the most traffic to the website and/or mobile site?- What kind of links have the highest click through rate?

Testing and Metrics Cont.

50

Mobile Site CampaignFirst, we will use Google Analytics software to test the usability of our new Mobile Site. These tests will determine if our mobile site is optimized for use on mobile devices such as mobile phones and tablets. Some of the components that will be changed/enhanced on the website to prepare it for mobile use include the following:

1. A new landing page, 2. A clear call to action, 3. Optimized landing page load speed4. Design/content that is easily adaptable to various devices/screen sizes.

Once the site up optimized for mobile use, we can then start running various tests in order to maximize performance. To start, we will run A/B tests, changing just one variable at a time and analyze how these changes impact performance of the site. Variables that we will test will include landing page colors, headlines, pictures, location of links, etc.

Success Metrics5. % increase in number of visits 6. Click path within visits7. Increase in the length of visits8. % of visitors who become Members

Causal Forecast

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Allowable Calculation

52

Assumptions1. Selling price of $55 is

assumption based on the average $ amount of memberships

2. Average Order COG of $24.75is based on professor’s suggestion in template.

3. Shipping costs are assumed to be zero since there is no hard product

4. Processing & Billing costs are estimates

PPC Return on Promotion

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Social Media ROP

54

SEO/Mobile ROP

55

Conclusion

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Given our Causal Forecast and Return on Promotion analysis, we recommend proceeding with all three campaigns.

Using a Marketing Campaign budget of $24,500, we have calculated a 1,084 breakeven point, while our forecasted projections yield 5,322 new “order” or memberships.

This should ultimately result in an increase of $293,234 in revenue.