awca 26th march - social and online recruitment marketing

Social & Online Recruitment Marketing

Alex Hughes@alexnativesalex@netnatives.com02 8188 9710

Who  we  do  it  for...

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What  we  achieve...

But  it’s  not  just  about  quan9ty...

• Quality  carers  reduce  internal  resource  spent  on  unsuitable  leads

• Best  way  to  ensure  quality  is  by:– Hyper-­‐targe*ng  your  marke*ng– Educa*on  prior  to  enquiry

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“…we’ve massively increased the reach of people who are interested in fostering, reduced our cost per enquiry by 75% and cut our enquiry-to-conversion ratio by a half…”

The  Challenge

Reducing  Cost  per  Acquisi9on

Minimal  Margin  of  Error

Limited  Resources

Knowledge  Gaps

ROI

Privacy  Concerns

Manage

Measuring  Success

Targeting Carers at different stages of their decision-marking process

1) Already considering foster care– Proactively searching

2) Haven’t considered foster care– Display Advertising

3) Reconsidering foster care– Remarketing strategy

4) Referrals from current foster carers– Testimonials on your landing pages– Social Referrals

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Online  Targe9ng  Op9ons

What are potential carers searching for?

Think laterally to achieve relevant traffic at lower CPCs...

There are 14,800 Google searches on “foster care” in Australia per month, 4,400

via mobile

Importance  of  Nega9ve  Keywords!

No. of Searches Last Year in NSW

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Your Target Audience on Facebook

There  are  3.325  million  Facebook  users  18+  in  

NSW

46,960  are  Aboriginal

84,920  are  interested  in  fostering/paren9ng

43,500  are  same  sex  couples

543,400  are  Young  Married  Couples  (age  20-­‐38)  

853,320  are  50+

194,660  are  single  females  aged  20-­‐45

 180,800  are  35-­‐60  with  children  aged  12+

10,020  students  or  graduates  aged  20-­‐28  in  caring  professions 78,580  speak  an  

Asian  language

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Building Effective Ad Campaigns

Creating Multi-Variate Campaigns

• Reach• Click  through  rate  (CTR)• Response• Return  on  Investment  (ROI)• Market  Intelligence• Benchmarking

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Measuring Success

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What are Facebook Apps?

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Your  Carers  are  Mobile...Ensure  Your  Marke9ng  Is

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• Australia is 2nd globally for Smartphone usage (Google and IPSOS, 2013)

• 49% ofAustralian adults used a smartphone in the last 12 months (Australian Communication and Media Authority)

Checklist✓ Is your website mobile enabled?✓ Do you run mobile advertising?✓ Do you have mobile enabled landing

destinations?

Upskill  your  Team

Non-traditional Methods for Recruiting Quality Foster Carers: Facebook and beyond…

• How to represent your fostering brand online across platforms• How to communicate effectively with carers online• Best practice marketing tips for Privacy, Moderation and Crisis

Management on Facebook• Achieving more for less: return on investment from Facebook and

Google advertising

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To find out more about CCWT’s in-house training, please contact:Susan Hynes02 9281 8822in-house@acwa.asn.au

Alex Hughesalex@netnatives.com02 8188 9710@alexnatives

Questions?