Digital Journey of an Adoptive Parent - BAAF Workshops 2015
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Nick Willmer, Local Authority and Children's Services Manager discusses how social media can be used to recruit parents for older and hard to place children. Complete with online analysis of the sector, best practice tips and case studies from successful campaigns.
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Digital Journey of an Adoptive Parent - BAAF Workshops 2015
- 1. DIGITAL JOURNEY OF AN ADOPTIVE PARENT Nick Willmer Local Authority & Children’s Services Manager @nick_willmer Using Social Media To Recruit Parents For Hard To Place Children
- 2. Introduction to Net Natives Marketing Partner Local Government Rank Award winning social listening and social analytics tools Google Analytics Specialists A trusted Google Partner with 17 Google Qualified Professionals in-house Display Advertising Google Analytics IQ Search Advertising Video Ads Net Natives are digital marketing partners for over 60 local authorities and independent agencies. Predominantly working in the Adoption and Fostering sector. netnatives.com twitter.com/netnatives
- 4. netnatives.com twitter.com/netnatives/ In this talk we will explore the following areas: Adoption Trends 2010 - 2014 Digital Adoption Audience and Conversation • Search Behaviour • Social Behaviours Council Activity • Social Activity • Mobile Optimisation Digital Marketing and Recruitment • Best Practice • Specialist recruitment • Case Studies Contents
- 7. netnatives.com twitter.com/netnatives Trends 2010 - 2014 Source:/www.gov.uk Age$of$children$who$started$to$be$looked$a4er$ 2,000 4,000 6,000 8,000 10,000 2010 2011 2012 2013 2014 Under/1 1/to/4 5/to/9 10/to/15 16/and/over
- 10. netnatives.com twitter.com/netnatives/ Key Terms Searched For - Types of Adoption
- 11. netnatives.com twitter.com/netnatives/ 57%/ General 9%/ Single 32%/ Age 1%/ LGBTQ Eligibility - Key Terms Searched For
- 13. netnatives.com twitter.com/netnatives/ Mobile Optimisation ... more than a third of people are now using their mobile phones to search for adoption related topics... On/40%$of/council/ websites/those/people/ will/not/find/mobile/ optimised/navigation
- 14. netnatives.com twitter.com/netnatives/ Search Times and Trends Search$Trends$2004$;$Present Search$Trends$2014 Adoption$ $ Fostering
- 16. netnatives.com twitter.com/netnatives/ Where are conversations taking place?
- 17. netnatives.com twitter.com/netnatives/ Where are conversations taking place? 12%/ Forum/Mums/ Net 8%/ Yahoo!/ Answers8%/ Coffee/ House/Net/ Mums/ Forum 48%/ General/Online/ News 26%/ Regional/ Newspaper 11%/ Professional/ News Forum Mainstream Top 3 Platforms
- 18. netnatives.com twitter.com/netnatives/ What areas of content are popular?
- 19. netnatives.com twitter.com/netnatives/ What areas of content are popular? - Analysis
- 20. netnatives.com twitter.com/netnatives/ What areas of content are popular? - Analysis
- 21. netnatives.com twitter.com/netnatives/ What areas of content are popular? - Analysis
- 23. netnatives.com twitter.com/netnatives/ Social Media Usage 32% of all online conversations on adoption take place on Social Media… …BUT 12%/ Twitter 38%/ Facebook Percentage of Council’s Adoption Services with Social Media Accounts 61%/ Neither
- 24. netnatives.com twitter.com/netnatives/ What Content Works Best on Facebook? Post$ distribution
- 25. netnatives.com twitter.com/netnatives/ What Content Works Best on Facebook?
- 27. netnatives.com twitter.com/netnatives/ When is the best time to post on Social Platforms? The larger the dot, the more content was sent The greener the dot, the more engagement this received
- 28. netnatives.com twitter.com/netnatives/ Findings and Recommendations • People search for adoption opportunities but don’t always search how you’d expect - Your adoption pages need to be optimised around the terms potential adoptive parents use and include data capture functionality. • An adoptive parent cannot be pigeonholed – Adoptive parents are a diverse range of people. Think about exactly who you are trying to engage with and what the best practice for that platform when planning and executing your content strategies. Theme content and vary what you post. • There is growth in mobile usage - You should have mobile optimised adoption pages and be adhering to mobile best practice for advertising and content. • Video consumption is growing – Ensure that you invest in relationships with adoptive parents to create engaging video and edit it to suit the platform you post on. • Adoptive parents still discuss issues around the topic on forums – Use forums to research what your audience is talking about in relation to adoption opportunities. Inform your marketing and information with this insight. • Adoptive parents do use social platforms to inform themselves. Start conversations and target specific groups of users using carefully designed posts and promote this to targeted audiences using amplified content. • Adoptive parents are active on a huge range of websites – Don’t just buy media on the most obvious websites. Use your audience data and your conversion data to buy media programmatically ensuring you optimise to a specific outcome.
- 35. netnatives.com twitter.com/netnatives/ Recruitment of Adoptive Parents - Older Children Recommendations from our experience • Older demographic - 40+ • Behaviour - relevant groups and content • More altruistic groups - religious groups, those with children already • Content & Imagery - older children, reinforced throughout the campaign • Message - post-adoption support • Adoption Days - event marketing
- 36. netnatives.com twitter.com/netnatives/ Recruitment of Adoptive Parents - Sibling Groups Recommendations from our experience • LGBT Audience - one adoption journey • Affluent Audience - larger houses and more able to support a sibling group • Content & Imagery - see example • Message - keeping a family together, a constant through a turbulent time
- 40. netnatives.com twitter.com/netnatives/ Paid Ads Yearly Searches UK 2,101,340 Adoption - Google Search Results
- 41. netnatives.com twitter.com/netnatives/ Display Network - Ad Formats & Best Practice
- 45. FOR MORE INFORMATION nick.willmer@netnatives.com 0 1 2 7 3 7 3 4 6 4 0 Nick Willmer Local Authorities Manager netnatives.com twitter.com/netnatives