ONLINE MARKETING STRATEGIES
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ONLINE MARKETING STRATEGIES FOR NONPROFIT ORGANIZATIONS. Presented: March 21, 2012. ONLINE MARKETING FOR NONPROFITS. What we’ll cover: Search Engines Facebook Other Social Networks Web Analytics Email Mobile/Smartphones. WHO AM I?. CEO, ForwardJump.com Web Content Veteran

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ONLINE MARKETING STRATEGIES FOR NONPROFIT ORGANIZATIONS

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ONLINE MARKETING STRATEGIES

FOR NONPROFIT ORGANIZATIONS

Presented:

March 21, 2012


ONLINE MARKETING FOR NONPROFITS

  • What we’ll cover:

  • Search Engines

  • Facebook

  • Other Social Networks

  • Web Analytics

  • Email

  • Mobile/Smartphones


WHO AM I?

  • CEO, ForwardJump.com

  • Web Content Veteran

  • SEO, PPC, Social Networking

  • AdWords Certified/Web Analytics Focused

  • Journalism Background


PROFITTING ON ONLINE FOR NONPROFITS

  • Recruit new members

  • Engage existing members

  • Promote events

  • Recruit donors

  • Build community from your existing network

  • Get recognition for your org’s good work

  • Forge alliances with groups who share your mission


ONLINE CHANNELS FOR YOUR ORGANIZATION

  • Search engines

  • Social networks

  • Facebook

  • Mobile/Smartphones

  • Email


OFFLINE TACTICS

  • Word of Mouth

  • Flyers

  • Canvassing

  • Telephone

  • Snail Mail

  • Advertising


WHAT YOU CAN DO ONLINE

  • Get people engaged in your organization

  • Market & brand your organization

  • Raise money

  • Share successes (brag!)

  • Illustrate the problem

  • Listen better

  • Free research


HOW PEOPLE FIND YOU ONLINE

  • Search engines

    • Half of all Web visits start at a search engine (65% of that at Google)

  • Social networks

    • 10% of all online time spent on Facebook

  • Email

    • Still the #1 activity people do online


Search Engines

Show up higher on Google for strategic keywords


SEARCH ENGINES: “ORGANIC” LISTINGS


SEO: HOW DOES GOOGLE DECIDE?

  • Rankings earned—NOT bought!

  • Long-term branding endeavors

  • Secret formula (like Coke!)


PPC: PAY PER CLICK (PPC) OVERVIEW


PPC: PAY PER CLICK (PPC) OVERVIEW

  • Charged ONLY when people click on ads

  • Quick fix to increase online presence

  • “Quality Score” determines price, position

  • Measurable, accountable


Web Analytics:

Free research on what works and what’s a waste


WEB ANALYTICSBENEFITS

  • How people use your site: What works & doesn’t

  • Most popular pages

  • See how users find out about site

    • Search engines

    • Keywords

    • Referring sites

  • Find out which organizations users are from

  • Intelligence about how prospects view your org


ANALYTICS: WHERE ARE YOUR BEST VISITORS?

  • View by:

  • State

  • City/Town


WEB ANALYTICS: WHERE LEADS DROP OUT

Spot weaknesses in message, presentation


FACEBOOK ANALYTICS

  • Metrics change often. As of today:

    • Likes: People who “Like” your page

    • Reach: Age, Demographics, Geography

      • Organic

      • Paid

      • Viral

    • Talking About This: People who created a story from your post

    • Check-Ins: Location-based physical status update


FACEBOOK ANALYTICS

  • Metrics change often. As of today:

    • Likes: People who “Like” your page

    • Reach: Age, Demographics, Geography

      • Organic

      • Paid

      • Viral

    • Talking About This: People who created a story from your post

    • Check-Ins: Location-based physical status update


FACEBOOK ANALYTICS: LIKES

  • Don’t get obsessed with Likes

  • They matter less (easy to Like something; harder to show up in Feed)

  • Focus on demographics, location


FACEBOOK ANALYTICS: POSTS

  • Review what posts get most, best response

  • Do more of that


FACEBOOK LATEST

  • What’s Next:

    • Likes evolving into brand-specific verbs

      • Read, Eat, Play

    • What’s yours?

  • Timeline for Businesses

    • Becomes mandatory at end of March

    • How can you take advantage of this?


WHAT IS SUCCESS?And how do we measure it?


Success=Conversions


Completion of actions showing deeper interest/engagement in your organization

CONVERSIONS


ENGAGEMENT FUNNEL

Not leaving

Viewing more pages, longer

Registering

Returning a lot

Following/friending

Commenting on content

Sharing on social networks

Subscribing to a feed

Posting content

Joining/Volunteering/Donating


Goal: Move people down the funnel(i.e., get people more engaged)

ENGAGEMENT FUNNEL


Measure how many people progress how far down engagement funnel

ENGAGEMENT FUNNEL


Social Networks

Get your fans to do your marketing for you


SOCIAL NETWORKNG OVERVIEW

  • Communicate directly with peers, prospects, donors

  • Viral marketing: friends tell friends

  • Low barrier to entry

  • Perfect for young people


WHY FACEBOOK MATTERS

  • 10% of all online time spent on Facebook

  • 2% of all online time spent on News Feed

  • Prime way to talk to your ardent fans


WHAT’S HAPPENING WITH FACEBOOK

  • Timeline for Businesses(and org’s too!)

  • Change in how brandsinteract with “fans”

  • Likes evolving into brand-specific verbs

  • Read, Eat, Play

  • Advertising Improving


Twitter, Other Social Networks

Focus on what works best


WHAT TO DO WITH TWITTER

  • Good for SEO

  • Outbound: Spread news quickly among fans, peers, influencers, donors

  • Inbound: Customer service center, be receptive to ideas, criticism, accolades

  • Turn your network into an echo chamber


OTHER SOCIAL NETWORKS

  • If you have time, bandwidth look for niche social networks (victims’ forums, etc)

  • Focus on what works best

  • Don’t get sucked into joining every new flavor

  • Google+: Jury is still out

    • Important for SEO, not as important for being “social”

  • Pinterest: Good for visual focused orgs

  • Use Website sharing tools (AddThis)


  • OTHER SOCIAL NETWORKS


    HOW TO MANAGE IT ALL

    • Bufferapp.com: My new favorite service

    • Time posts

    • Multiple sites

    • Easier to manage


    HOW TO MANAGE IT ALL

    • Bufferapp.com: My new favorite service

    • Time posts

    • Multiple sites

    • Easier to manage


    HOW TO MANAGE IT ALL

    • SocialBro.com: Understand your Tweeps

    • See best times to post

    • Integrate withBuffer

    • Talk to people when they wantto listen to you


    HOW TO MANAGE IT ALL

    • Edgerank Checker: Data on your Fans

    • See best times to post

    • Integrate withBuffer

    • Talk to people when they wantto listen to you


    Email marketing

    Not sexy, but it works


    EMAIL IS STILL #1 ONLINE ACTIVTY

    • Despite new trends, email & search consistently most-used channels

    • 92% of online Americans use email

    • 61% use it on an average day

    • Youngest, college educated & wealthiest use email most

    Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11


    WHAT YOU NEED TO KNOW ABOUT EMAIL

    • The biggest threat to your message: Spam!

      • 97% of ALL email is spam

      • Don’t get sent to the Spam Folder

      • Know, follow CAN-SPAM Act

    • Other threat: Email OVERLOAD


    USE EMAIL EFFECTIVELY

    • Subject lines: Beware default character limits for GMail, Outlook

    • Images: Most programs filter them out; Don’t put important messages solely in graphics

    • Include good calls to action: Get folks to DO something

    • Measure: Not just open rates. What do people do after they click?


    Mobile Marketing

    Smartphones change how people get info


    SMARTPHONES

    • One-third of all American adults (35%) own smartphones

    • 58% of 25-34 year olds own a smartphone

    • 25% of all smartphone owners do most of their online browsing on their mobile phones

    Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11


    LEVERAGE MOBILE

    • Make sure your site looks good on various phones

    • Engage fans on phones through Foursquare, SMS, Maps

    • Let people donate through texting

    • Consider games, contests to get people to respond mobily


    NONPROFIT SERVICES

    • Google, many others offer discounts, credits for 501c3s

    • Google Grants: AdWords credits

    • Network For Good: Online fundraising service

    • Firstgiving.com: Make it easier for people to donate to you

    • Good2Gether: Service to promote nonprofits contextually on media Websites

    • Constant Contact: 20% discount on email marketing

    • Look to Twitter for expert advice (@kantor)


    WRAPPING UP

    • Use online tools for recruitment, promotion, donations

    • Enlist and engage your most-ardent supporters

    • Test, test, test

    • Dizzying number of options: Focus on what works best

    Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11


    THANK YOU!

    • Josh Fialkoff

    • 617-500-3450

    • @joshfialkoff

    • ForwardJump.com


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