Chapter 3

2 Resources

Understanding and shaping stakeholder journeys

How to apply the journey framework

Now, based on this initial journey outline, the next step is to align all key parameters of your communication/marketing initiative with the journey.

Let’s look at how that has been done for the blood stem cell campaign presented in Chapter 2.

  • Interest
    Audience criteria

    People who already gave a regular blood donation OR people who have a personal interest in Leukemia. (The hypothesis was that people who already donated blood are more likely to be open to considering blood stem cell donations.)

    Targeting

    Behavior targeting:

    • Custom and lookalike audiences based on people who donated regular blood
    • Custom and lookalike audiences from website visitors to pages on blutspende.ch that cover regular blood donations
    • Followers of the Swiss blood donation organization’s social media channels
    • Content engagers on social media – people who frequently engage with content published by the Swiss blood donation organization on social media
    • Lookalikes of people who signed up to become blood stem cell donors in this campaign

     

    Interest targeting:

    • People interested in blood donation
    • People interested in leukemia and other cancer topics
    Objective

    Visibility

    Storyline

    Leukemia can afflict anyone. Only a blood stem cell donation helps.

    Channels

    Facebook & Instagram ads

    KPIs
    • Reach/Impressions
    • Cost per Impressions
  • Belief
    Audience Criteria

    People who are actively researching how they can personally engage in the fight against leukemia.

    Targeting

    Behavior targeting:

    • People who engaged with SEE ads (and thus signaled interest)
    • Custom and lookalike audiences of website visitors to specific “blood stem cell” related pages on blutspende.ch

     

    Interest targeting: 

    • People who visited sites, used apps or searched keywords around leukemia and blood cancer
    Objective

    Consideration

    Storyline

    This is how the blood stem cell donation takes place, explained step by step. Campaign copy:

    Luca 1 – Leukemia 0.

    Thanks to a blood stem cell donation, Luca is back in school and enjoys being a child.

    Channels
    • Facebook & Instagram ads
    • Google ads (Search ads)
    KPIs
    • Engagement (Clicks, Video Views, Likes, Comments and Shares)
    • Cost per Engagement
  • Action
    Audience Criteria

    People who are actively researching how a blood stem cell donation works and how to become a donor.

    Targeting

    Behavior targeting:

    • People who engaged with THINK ads (and thus signaled interest)

     

    Interest targeting:

    • People who visited sites, used apps or searched keywords around blood stem cell donations
    Objective

    Conversion

    Storyline

    Donate blood stem cells and save lives.

    Copy:

    Not quite ready to become a blood stem cell donor? Subscribe to our newsletter and follow us and other committed people in the fight against leukemia.

    Channels
    • Facebook & Instagram ads
    • Google ads (Search ads)
    KPIs
    • Signups on the Donor Landing Page (submitted forms = new donor)
    • Cost per signup/donor
  • Confidence
    Audience criteria

    People who registered as a blood stem cell donor.

    Targeting

    Custom targeting:

    • People similar to those who signed up as donors in the campaign
    Objective

    Advocacy

    Storyline

    Message:

    You are a hero. Do you also have heroes who want to get involved in the fight against leukemia among your friends?

    Channels

    Email

    KPIs
    • Referrals – number of forwarded emails, shared posts etc.

Storyline: These are not the exact messages in the social ads, but they define around what key storyline messages have to be crafted.

 

This is it. Now you have a clear roadmap for your communication initiative. These are the next three crucial steps to move from this plan to execution:

  • Step 1: Develop all the content collateral for the different need stages in the journey.
  • Step 2: Set up the automation triggers and actions along this journey map. Without marketing/communication automation, you will never be able to execute a journey optimized initiative. For the blood stem cell donation campaign the automation triggers and actions were all set up in Facebook Ad Manager. One key requirement is to have Facebook Pixel implemented on the destination website (in this case, it was blutspende.ch). To be able to define these triggers, you need to understand what data points you can leverage. That’s our focus in the next chapter.
  • Step 3: Launch an automated campaign, monitor, test and optimize.
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