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

    1. Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits Sponsored by the Council of Public Relations Firms Boston January 14, 2009
    2. DIGITAL 2.0 TOOLS TO ENHANCE & EXPAND REACH
    3. 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
    4. Holiday 2008 Campaigns
    5. 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.
    6. 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.
    7. 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
    8. 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?
    9. Twitter, Cont.
    10. 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.
    11. 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.
    12. 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
    13. 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
    14. 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.”
    15. Search Optimization Cont. 74% of journalists and bloggers use Google or blog search
    16. 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?
    17. 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
    18. 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.
    19. 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
    20. Nonprofits leverage mobile marketing in a variety of ways.
      • Fundraising
      • Advocacy
      • Raising Awareness
      • Communications
      • Recruiting/Volunteer Engagement
      • Research
    21. 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.
    22. 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
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