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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


  • Ad for the association

  • Keywords:

  • “voluntary Sibiu”

  • “equal rights”

  • “youth association” “volunteering”

  • 27 clicks - first day

  • 61 clicks - overall

  • CTR: 4,35%

First ad


  • 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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