Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits Sponsored by the Council of Public Relations Firms Boston January 14, 2009

DIGITAL 2.0 TOOLS TO ENHANCE & EXPAND REACH

Resources Joel Richman, PAN Communications [email_address] twitter.com /xylem Facebook: Joel Richman www.linkedin.com/joelrichman www.prspeak.com Richard Greif, Everybody Wins! USA [email_address] http:// everybodywins.typepad.com / www.linkedin.com/richgreif Scott Beaudoin, MS&L [email_address] http://tinyurl.com/sb-facebook http:// prfinishline.blogspot.com Laura Tomasetti, 360PR [email_address] twitter.com/Laura360 www.360prblog.com

Joel Richman, PAN Communications

[email_address]

twitter.com /xylem

Facebook: Joel Richman

www.linkedin.com/joelrichman

www.prspeak.com

Richard Greif, Everybody Wins! USA

[email_address]

http:// everybodywins.typepad.com /

www.linkedin.com/richgreif

Scott Beaudoin, MS&L

[email_address]

http://tinyurl.com/sb-facebook

http:// prfinishline.blogspot.com

Laura Tomasetti, 360PR

[email_address]

twitter.com/Laura360

www.360prblog.com

Holiday 2008 Campaigns

Social Media Advantages Reach supporters when they’re interested, on their terms. Reach younger/new generation of supporters. Opportunity for immediate engagement. Save on hard copy mailings. Track and measure more immediately.

Reach supporters when they’re interested, on their terms.

Reach younger/new generation of supporters.

Opportunity for immediate engagement.

Save on hard copy mailings.

Track and measure more immediately.

Considerations Determine what’s right for your organization – survey existing base about their social media use. Prioritize – don’t try to do everything at once; consider a stepped approach, evaluate & build. Resources – determine who will own, allocate the time. Set guidelines for interaction. Integrate social media activity with other development & communications.

Determine what’s right for your organization – survey existing base about their social media use.

Prioritize – don’t try to do everything at once; consider a stepped approach, evaluate & build.

Resources – determine who will own, allocate the time.

Set guidelines for interaction.

Integrate social media activity with other development & communications.

USA Digital Media Primary Goals: Energize & Connect Our Current Network Develop Potential Board, Advisors & Partner Contacts Build Network of Supporters Secondary Goals: Increase General Public Awareness Fundraising Digital 1.0 tools: Website, Blog, Enewsletter Digital 2.0 tools: LinkedIn, YouTube, Facebook

Primary Goals:

Energize & Connect Our Current Network

Develop Potential Board, Advisors & Partner Contacts

Build Network of Supporters

Secondary Goals:

Increase General Public Awareness

Fundraising

Digital 1.0 tools: Website, Blog, Enewsletter

Digital 2.0 tools: LinkedIn, YouTube, Facebook

Session Take-Aways Know your goals and tailor digital tools to those goals – fundraising, board development, volunteer or partner recruitment. Prioritize – you most likely can’t (or shouldn’t) use every tool; do what’s right for your organization, evaluate and build. Quality of interaction is often more important than quantity. Link social media tools to content from your website, blog, e-newsletter and refresh often. Integrate social media activity with other development and communications.

Know your goals and tailor digital tools to those goals – fundraising, board development, volunteer or partner recruitment.

Prioritize – you most likely can’t (or shouldn’t) use every tool; do what’s right for your organization, evaluate and build.

Quality of interaction is often more important than quantity.

Link social media tools to content from your website, blog, e-newsletter and refresh often.

Integrate social media activity with other development and communications.

Tool for short (140 character) communications with “followers” Watch who your followers track & vice versa Value in discovery, community engagement (instant focus group!) and sharing information One of a few Web 2.0 tools to really break into the mainstream: +/- 4.5 million users* *Compete.com TWITTER! What is it?

Tool for short (140 character) communications with “followers”

Watch who your followers track & vice versa

Value in discovery, community engagement (instant focus group!) and sharing information

One of a few Web 2.0 tools to really break into the mainstream: +/- 4.5 million users*

*Compete.com

Twitter, Cont.

More Twitter How to build your network Sign Up and Dive In! Follow People Twellow.com – Twitter Yellow Pages Find Influencers Twitter.grader.com Search by person’s Twitter username, search for “elite” by geography and keywords Identify influencers based on their following/follower ratio, number of Re-tweets, etc.

Sign Up and Dive In!

Follow People

Twellow.com – Twitter Yellow Pages

Find Influencers

Twitter.grader.com

Search by person’s Twitter username, search for “elite” by geography and keywords

Identify influencers based on their following/follower ratio, number of Re-tweets, etc.

FACEBOOK What is it? Social networking service that lets you connect with friends, co-workers, and others who share similar interests and/or common backgrounds. Join networks organized by city, workplace, school, and region to connect and interact with other people. People add friends and send them messages, update their personal profile to notify friends about themselves or their organizations. Massive mainstream adoption – currently has more than 130 million active users worldwide.

What is it?

Social networking service that lets you connect with friends, co-workers, and others who share similar interests and/or common backgrounds.

Join networks organized by city, workplace, school, and region to connect and interact with other people.

People add friends and send them messages, update their personal profile to notify friends about themselves or their organizations.

Massive mainstream adoption – currently has more than 130 million active users worldwide.

Facebook, Cont. Viral, potential to get in front of a huge audience – 132 million users Great for promotion; showcase an event you want to let people know about According to Forrester analyst Jeremiah Owyang: Facebook provides targeted advertising unlike we’ve ever seen before, the ability to provide messages segmented by location, gender, and or preference gives the ability to accurately market effectively Some, like former Forrester analyst Charlene Li, believe that Facebook could surpass Google in terms of search. Eventually, we may just go to Facebook to poll our friends or ask a question for a more direct answer. Value to Non-profits

Viral, potential to get in front of a huge audience – 132 million users

Great for promotion; showcase an event you want to let people know about

According to Forrester analyst Jeremiah Owyang: Facebook provides targeted advertising unlike we’ve ever seen before, the ability to provide messages segmented by location, gender, and or preference gives the ability to accurately market effectively

Some, like former Forrester analyst Charlene Li, believe that Facebook could surpass Google in terms of search. Eventually, we may just go to Facebook to poll our friends or ask a question for a more direct answer.

More Facebook Pages Include link to Website, Org. overview, causes, news & blog feed, YouTube videos People become fans – ex. dog rescue, homelessness, etc. Groups Have a purpose Interactive, creative – members can add video, photos, comments Questions &Polls Application you can download and then pose questions to your audience Scour page How Nonprofits can use Facebook

Pages

Include link to Website, Org. overview, causes, news & blog feed, YouTube videos

People become fans – ex. dog rescue, homelessness, etc.

Groups

Have a purpose

Interactive, creative – members can add video, photos, comments

Questions &Polls

Application you can download and then pose questions to your audience

Scour page

Search Optimization (huh?) Method of creating content optimized for web search: Top of Search = Top of Mind. What is it? Think of search as “home page.”

Method of creating content optimized for web search:

Top of Search = Top of Mind.

Search Optimization Cont. 74% of journalists and bloggers use Google or blog search

SEO on the fly The story must be interesting and relevant Start before the press release gets crafted Who cares about this story? Who does it help?

The story must be interesting and relevant

Start before the press release gets crafted

Who cares about this story?

Who does it help?

More SEO Understand your target audience Speak audience’s language rather than your org’s “ Couch” instead of “Sofa” 2. Research the words your audiences use for search

Understand your target audience

Speak audience’s language rather than your org’s

“ Couch” instead of “Sofa”

SEO (almost done) Tools you can use to determine the variation of keywords: Google Adwords Keyword Tool https://adwords.google.com/select/KeywordToolExternal Google Trends http://www.google.com/trends Google Analytics http://www.google.com/analytics Search Research, cont.

Tools you can use to determine the variation of keywords:

Google Adwords Keyword Tool

https://adwords.google.com/select/KeywordToolExternal

Google Trends

http://www.google.com/trends

Google Analytics

http://www.google.com/analytics

SEO (fini!) Focus on 2 to 3 relevant search terms that your audience is likely to use Average search term is 2-3 words long, so use 2-word and 3-word phrases Include these terms throughout release – focus on first 100 words (headline and lead paragraph) Add hyperlinks: help people find interesting, related content Use social media so readers pass it on: Twitter, Facebook, blogs and LinkedIn groups Use the Keywords in releases & widely distribute

Focus on 2 to 3 relevant search terms that your audience is likely to use

Average search term is 2-3 words long, so use 2-word and 3-word phrases

Include these terms throughout release – focus on first 100 words (headline and lead paragraph)

Add hyperlinks: help people find interesting, related content

Use social media so readers pass it on: Twitter, Facebook, blogs and LinkedIn groups

There are nearly 4 billion mobile phone subscribers More than half of mobile subscribers use SMS (text) each month Mobile Marketing How do we use wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program to create awareness and raise funds? Mobile giving outperformed online giving in first year ($300K vs. $500K) 1997 – Online – $300K 2008 – Mobile – $500K 2009 – Mobile – $5M projected 50% of giving ($10M) occurs online Mobile Giving Benefits Larger audience Opportunity for constant communications No credit card required

There are nearly 4 billion mobile phone subscribers

More than half of mobile subscribers use SMS (text) each month

Mobile giving outperformed online giving in first year ($300K vs. $500K)

1997 – Online – $300K

2008 – Mobile – $500K

2009 – Mobile – $5M projected

50% of giving ($10M) occurs online

Mobile Giving Benefits

Larger audience

Opportunity for constant communications

No credit card required

Nonprofits leverage mobile marketing in a variety of ways. Fundraising Advocacy Raising Awareness Communications Recruiting/Volunteer Engagement Research

Fundraising

Advocacy

Raising Awareness

Communications

Recruiting/Volunteer Engagement

Research

Nonprofit Mobile Marketing Campaigns Consumers text in healthcare views Texts posted live on giant screen near Capitol building 600 SMS messages received Advocacy/Awareness Advocacy & Awareness Donate $5 by texting GIVE to 2HELP Attracts more than $190K in pledges in months; 38,091 text messages Garners praise as industry’s most successful nonprofit text fundraiser Online or text sign-up for geo-coded volunteer opportunities Opportunities sent 1-2 times/month Celebrity PSAs posted on YouTube Fundraising Volunteer Engagement/ Communications Please fix our health care. Martha V.

Consumers text in healthcare views

Texts posted live on giant screen near Capitol building

600 SMS messages received

Donate $5 by texting GIVE to 2HELP

Attracts more than $190K in pledges in months; 38,091 text messages

Garners praise as industry’s most successful nonprofit text fundraiser

Online or text sign-up for geo-coded volunteer opportunities

Opportunities sent 1-2 times/month

Celebrity PSAs posted on YouTube

Nonprofit Mobile Marketing Resources mGive Social marketing company that helps nonprofits utilize mobile technology to increase fundraising campaigns. mgive.com Mobile Giving Foundation Foundation provides information on mobile fundraising campaign development. www.mobilegiving.org MobileActive.org Blog includes directory listing of nonprofits using mobile technology, as well as a list of tools and resources. mobileactive.org

mGive Social marketing company that helps nonprofits utilize mobile technology to increase fundraising campaigns. mgive.com

Mobile Giving Foundation Foundation provides information on mobile fundraising campaign development. www.mobilegiving.org

MobileActive.org Blog includes directory listing of nonprofits using mobile technology, as well as a list of tools and resources. mobileactive.org