Boston Workshop: Jan. 14, 2009: Digital 2.0 Tools to Enhance & Expand Your Reach

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

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.

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.

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

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.

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?

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.

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.

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

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

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.”

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?

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

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.

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

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

Nonprofits leverage mobile marketing in a variety of ways.
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.

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

Boston Workshop: Jan. 14, 2009: Digital 2.0 Tools to Enhance & Expand Your Reach

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Boston Workshop: Jan. 14, 2009: Digital 2.0 Tools to Enhance & Expand Your Reach — Presentation Transcript