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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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slide1

ONLINE MARKETING STRATEGIES

FOR NONPROFIT ORGANIZATIONS

Presented:

March 21, 2012

slide2

ONLINE MARKETING FOR NONPROFITS

  • What we’ll cover:
  • Search Engines
  • Facebook
  • Other Social Networks
  • Web Analytics
  • Email
  • Mobile/Smartphones
slide3

WHO AM I?

  • CEO, ForwardJump.com
  • Web Content Veteran
  • SEO, PPC, Social Networking
  • AdWords Certified/Web Analytics Focused
  • Journalism Background
slide4

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
slide5

ONLINE CHANNELS FOR YOUR ORGANIZATION

  • Search engines
  • Social networks
  • Facebook
  • Mobile/Smartphones
  • Email
slide6

OFFLINE TACTICS

  • Word of Mouth
  • Flyers
  • Canvassing
  • Telephone
  • Snail Mail
  • Advertising
slide7

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
slide8

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
slide9

Search Engines

Show up higher on Google for strategic keywords

slide11

SEO: HOW DOES GOOGLE DECIDE?

  • Rankings earned—NOT bought!
  • Long-term branding endeavors
  • Secret formula (like Coke!)
slide13

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
slide14

Web Analytics:

Free research on what works and what’s a waste

slide15

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
slide17

WEB ANALYTICS: WHERE LEADS DROP OUT

Spot weaknesses in message, presentation

slide18

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
slide19

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
slide20

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
slide21

FACEBOOK ANALYTICS: POSTS

  • Review what posts get most, best response
  • Do more of that
slide22

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?
slide26

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

slide29

Social Networks

Get your fans to do your marketing for you

slide30

SOCIAL NETWORKNG OVERVIEW

  • Communicate directly with peers, prospects, donors
  • Viral marketing: friends tell friends
  • Low barrier to entry
  • Perfect for young people
slide31

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
slide32

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
slide33

Twitter, Other Social Networks

Focus on what works best

slide34

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
slide35

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)
slide37

HOW TO MANAGE IT ALL

  • Bufferapp.com: My new favorite service
  • Time posts
  • Multiple sites
  • Easier to manage
slide38

HOW TO MANAGE IT ALL

  • Bufferapp.com: My new favorite service
  • Time posts
  • Multiple sites
  • Easier to manage
slide39

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
slide40

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
slide41

Email marketing

Not sexy, but it works

slide42

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

slide43

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
slide44

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?
slide45

Mobile Marketing

Smartphones change how people get info

slide46

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

slide47

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
slide48

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)
slide49

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

slide50

THANK YOU!

  • Josh Fialkoff
  • 617-500-3450
  • @joshfialkoff
  • ForwardJump.com
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