Actew Workshop On E Marketing And Web 2.0 Tools

Web 2.0 and E-marketing Boot Camp Presented by Lori Smith, ACTEW

The Lesson Plan

What can web 2.0 do for you?

Tools: Google Doc’s & Blogger

Integrating the tools

Homework…Strategy- Developing your own e-marketing and web 2.0 plan

What is Marketing?

Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives.

What are your objectives?

by….promotional materials, events, public relations, social networking, information dissemination, reputation, trust, loyalty, branding, building membership with constituents/clients…. Make your organization known !

As non-profits, how can we do this in the most cost-effective way?

Enter E-marketing!

What is E-Marketing? Same Stuff, New Arena

Why Use the Internet?

Every year more and more people look for information on-line

Who uses the internet?

73.4 % of North Americans are on-line

120.5% increase of internet use in Canada between 2000-2008

From: Internet World Stats: Usage and population Statistics

http://www.internetworldstats.com/stats.htm

Also….

E-marketing is a much better use of resources (time, funds) and produces amazing results!

You can track everything! Google Analytics Survey Monkey Constant Contact

What Google Analytics looks at

Number of website visits

Visit duration

Countries your visitors come from

When the search engine visits your website

Most popular pages

Entry pages

Exit pages

Time spent on pages

What operating systme your visitors are using

What browser they use

What keywords they used to find you

What websites are sending visitors

Links your website has gained and where they came from

Any lost queries or problems with dead links

How to put google analytics on your site

Create a google account

Sign up for free

Cut and paste the google code into your site.

But really…E-marketing is all about relationships and communications!

How do you build relationships through computers?

The Basics

Build a Website. Put your face on the web!

Make your website useful.

Add searches, maps, calendars, downloads, articles, videos, resources…

2. Keep your content fresh/new

3. Usability- test it! Can users find information easily?

Photos, Pictures- make it visual

Google-Fu it!

Google Fu

Why is Google so important?

More people use google than any other search engine.

People trust Google to give them the best websites that match their queries.

How to Score High on Google

Make your site useful! This is the best way to score high on Google.(have something useful and unique)

Have links pointing to your website- back links…if you are helpful to someone they will link back to your site.

Use keywords. Don’t put “click here” put “Free tips on google” as a link.

Content is King- keep it fresh, updated and relevant.

The new kid on the block

What is Web 2.0?

The “next generation” of web applications turning the web from a static relationship to a more dynamic, active or ’useful’ experience.

User Generated Content “ Crowd-Sourcing”

Web 2.0=Participation

Not only do you join a community, you participate- comments, photos, video…

http:// www.nothingbutnets.net /

All that “fun stuff” happening on the web these days- Social Networks/Communities like Facebook, Linked in, and many more….

Web 2.0=Communities

This means you can layer into what already exists- you don’t have to re-invent the wheel.

Step it Up!

E-Bulletins/E-Marketing Campaigns

Affordable E-mail management systems

Constant Contact

Vertical Response

Emma

Democracy in Action

MailChimp

Why Use Email Management Systems?

"It's not enough to just know the past and plan for the future; it's about predicting the future. E-mail benchmarking is a must for organizations who want to be able to predict the outcome of their e-mail campaigns.”

Email Management Systems allow you to…

Provide relevant content aimed at specific supporter segments

Create a more personalized and targeted approach to build long-term relationships with a supporter.

Raise funds to support causes, increase loyalty, maintain memberships, encourage participation etc…

Actew Site

E-bulletins

Constellation

Looking for Training

Blog

What does it add up to ?

These are all great ways of creating diverse relationships and communicating directly with your constituents.

Best part is its Free! (or else very affordable..)

Cast off the shackles of Microsoft!

Web 2.0 = Collaboration

Web 2.0= Collaboration, creativity and sharing

Slide share, Video share

Open Source Content Management Systems

Wordpress, Typepad, Drupal, Joomla

Wiki’s

Del.icio.us

Google Applications-Blogger, Google Doc’s, Apps, Calendar

You can use many of these tools to collaborate with your staff or create communities online.

The Tools

Google Power

Google is more than a search engine- it is a powerful tool that can do many things…

Why Google?

Free

Share schedules/calendars

Collaborate on documents, spreadsheets,

Share, organize and upload pictures

Create Websites, blogs

Start groups and more….

Google Doc’s

Collaborate on shared documents

“ Distribute” your organization

Video Link

http:// www.youtube.com/watch?v =eRqUE6IHTEA

Collaboration Tools

Collaboration, sharing, communicating is key to a healthy and sustainable organization.

Why put it online?

Move towards a “distributed life” using wiki’s, gmail, google docs, basecamp

Keep information on line instead of at home on a computer- so you are free to roam between devices

Blogs

Blogger

What are blogs?

A diary or journal online

A dynamic website

Many uses for it….

Why Blog?

Quick and easy

Inexpensive

Direct interaction with clients

Storing, sharing

Easy way to learn about your customers, get feedback on products and services

10 Different Ways Non-Profits can use blogs

See link: NetSquared

Who’s Blogging?

Over 12 million American adults currently maintain a blog

Over 57 million Americans read blogs

1.7 million American adults list making money as one of the reasons they blog

89% of companies surveyed say they think blogs will be more important than websites in the next five years

How can you find blogs?

Technocrati is tracking over 70 million blogs

Technocrati link

Put your blog on technocrati and share it with the world. Membership is free!

Let’s get started!

Sign into gmail….

Gmail

Its web based- unlike outlook

Lots of storage space

Features Chats

Organize in labels

Conversation view

Google Doc’s & Spreadsheets

Sending documents via email is slow

If a document is web based its easy for authors to create, collaborate and share in Internet time.

Google Doc Features

Go into your gmail…go to documents.

Star documents, tag documents, archive documents, delete documents.

Upload documents…through browse or email.

Invite collaborators- this gives them the ability to edit.

Collaborating On Google Doc’s

Enter the person’s email address in the Invite Collaborators text box.

Or just enter them as collaborators

Use different color font to edit

Reviewing Revisions

Browse through the revisions of any given document- this allows you to follow the evolution of a document from start to finish.

You can compare revisions…

Can get RSS updates on changes made and add this to your google reader…

Google Calendar

Use calendar to organize schedules…

Blogger

Create a blog in three easy steps…

Google Reader

Keep track of all the updates happening on your documents, blogs, spreadsheets, calendars

Update from sites your frequented sites

Igoogle

Put it all on your igoogle page.

Summary

What’s E-marketing?

Using the Internet and all the tools online, such as Web 2.0 tools, blogs and other social networking sites to enhance your visibility and extend your reach.

Web 2.0 + Your Organization

Web 2.0 is a creative and cost effective way of reaching clients and showcasing your services

Easy to use

Affordable and/or free

Makes website interesting, dynamic and useful

Collaborative tools online increase the efficiency of your organization

Encourages participation

Its fun and produces results!

Good tracking/managerial capabilities

Choose the Right Tools for You

You are going to hear about all sorts of tools but the important thing is “choosing the right tools for the job” and NOT getting hung up in technical nuances.

How to choose the Right Tools