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• Email communications• Ventured into social media• Tried m.sorted.org.nz• KiwiSaver meant we entered the workplace• Product offer increased – booklets, seminars,

tools, calculators

• 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

As a result

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

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 engagement ratherthan volume of traffic

Our audience has altered

5 years 105 years

Low

High

INCO

ME Adult NZers

Capable of making a changeSpecifically – the ‘nudgeable’Likely to be disinterested

How do we capture the attention of the disinterested?

Financial wellbeing

Plan ahead

Money plan

Protecting what’s important

Manage debt

‘Good’ debt

‘Bad’ debt

Save

Short-term savings

Long-term investments

Simplicity is key

Dumb debt campaign

Things that challenge us

• Managing with a small team• Visionary vs sustainability• Measuring success – not drowning in data

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