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Sexual bias exclusion - Team B. Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László. 1. Agenda. Introduction A.L.E.G. Google Adwords Campaign overview Social media overview Conclusion. 2. Our team. Alice Sisterson.

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sexual bias exclusion team b
Sexual bias exclusion - Team B
  • Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László

1

agenda
Agenda
  • Introduction
  • A.L.E.G.
  • Google Adwords Campaign overview
  • Social media overview
  • Conclusion

2

our team
Our team

Alice Sisterson

Christina Nolte

Nicolas Riberio De Abreu

Adriana Dumitrascu

Balázs László

3

structure of our team
Structure of our team

Adwords

Social

Alice

Adriana

Christina

Nicolas

Balázs

a l e g
A.L.E.G.
  • 2004, Sibiu
  • promotes gender equality
  • public awareness on gender stereotypes
  • fights against gender discrimination and gender-based violence
projects
Projects
  • High school students
  • Non-formal education
  • Gender equality festival
  • Theater, workshops, seminars
  • Street events
  • Community
social media component google plus
Social media component:Google Plus
  • Results:
    • 502 views
    • Followers:

4 people

social media component facebook page
Social media component:Facebook page
  • Methodology:
    • Promote the Romanian Organization: „A.L.E.G.”
    • We also decide to create a link to our WordPress Blog
    • Publish every kind of messages
  • Key results:
    • Around 300 likes
    • Total brought is 2 300 on our publications
    • 620 clicks in total

10

social media component wordpress blog
Social media component:WordPress Blog
  • Methodology:
    • Step 1: Creation and customization of our blog
    • Step 2: Content and connection with other medias
    • Step 3: Categorization of our Blog
  • Key results:
    • 51 users
    • 324 pageviews
    • 84% of new visitors
    • 16% of returning visitors
    • Good connection with our Facebook page
industry component how we proceeded
Industry component - How we proceeded

2 campaigns

English & Romanian

Target market & group, positioning

Budget

Ad GroupsA.L.E.G. & projects

Various ads promoting A.L.E.G., topic itslef & specific projects

Daily Improvements:

Added & improved keywords,

checked bids, created new ads

161 clicks

english campaign adgroup a l e g
English Campaign - AdGroup A.L.E.G.
  • A.L.E.G. and topic related issues
  • Keywords like women’s rights, discrimination of women, sexual harassment, help organization etc.
  • General ads worked better than organization specific ones
  • Most successful ad:
    • 10 clicks
    • CTR 0.20%
    • Avr CPC 1.12 PLN
    • Avr Pos 1.1
  • The more catchy & provocative the ad, the more successful it was

Overall performance of number of clicks and impressions

english campaign adgroup projects
English Campaign - AdGroup Projects
  • Upcoming projects, festivals, seminars
  • Keywords of AdGroup A.L.E.G & project specific ones (e.g. festival Sibiu, volunteering Romania, project women discrimination)
  • Specifically headlined ads worked better than general ones
  • Most successful ad:
    • 4 clicks
    • CTR 0.27%
    • Avr CPC 1.60 PLN
    • Avr Pos 2
  • The more precise the ad, the more successful it was

Overall performance of number of clicks and impressions

english campaign difficulties
English Campaign Difficulties
  • A.L.E.G.’s website only in Romanian language besides few articles
  • A.L.E.G.’s facebook profile only in Romanian language
  • Low likelihood of Romanians to google in English
  • Attempt to also include UK as target location failed due to huge price increase
  • Use of violent words
strategy
Strategy
  • National campaign
  • Gain visibility for association
  • Attract volunteers
  • Target audience:
  • Teenagers
  • Students
  • Parents
slide19
Ad for the association
  • Keywords:
  • “voluntary Sibiu”
  • “equal rights”
  • “youth association” “volunteering”
  • 27 clicks - first day
  • 61 clicks - overall
  • CTR: 4,35%

First ad

slide20
Three groups:
  • The ALEG Association
  • ALEG Projects
  • ALEG Projects Facebook
a l e g association group
A.L.E.G. Association Group
  • Ads: 5
  • Clicks: 64
  • Impressions: over 3,500
  • CTR: 1,78
  • Cost: 88 PLN
a l e g projects
A.L.E.G. Projects
  • Ads: 11
  • Clicks: 42
  • Impressions: over 6,600
  • CTR: 0,64%
  • Cost: 65,70 PLN
a l e g projects facebook
A.L.E.G. Projects Facebook
  • Ads: 5
  • Clicks: 33
  • Impressions: over 7,800
  • CTR: 0,42%
  • Cost: 89 PLN
romanian campaign overall
Romanian campaign overall
  • Ads: 21
  • Clicks: 139
  • Impressions: over 18.000
  • CTR: 0,77%
  • Cost: 243 PLN
conclusion
Conclusion
  • Learning objectives and outcomes:
    • Muticultural framework
    • No communication problems in our team
    • Learning about Google AdWords campaign and Google Analytics
  • Future recommendations :
    • Keep visibility on internet
    • Put some Hastags #
    • Continue with Google AdWords
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