Digital Marketing & Your Non Profit

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Overview and roadmap for non profits to leverage the power of digital media.

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Digital Marketing & Your Non Profit

  1. 1. Digital Marketing & Your Non Profit January 20, 2011 Georgianne Brown  Co Founder & Managing Partner  Big Couch Media Group 
  2. 2.   Agenda <ul><ul><li>Big Couch Media Group </li></ul></ul><ul><ul><li>Optimize Your Website </li></ul></ul><ul><ul><li>Google for Non Profits </li></ul></ul><ul><ul><li>Local Directories </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Tracking and Analysis </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><li>  </li></ul>
  3. 3. Big Couch Media Group <ul><li>  </li></ul><ul><ul><li>South Florida based digital strategy agency. </li></ul></ul><ul><ul><li>Principles former senior digital executive leadership in publicly traded and large organizations in travel, financial services, health / wellness, and online retail. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>The BCMG team has extensive experience in assisting emerging growth organizations develop, implement, and optimize results oriented digital strategies.   </li></ul></ul><ul><ul><ul><li>Strategic Consulting </li></ul></ul></ul><ul><ul><ul><li>Interactive Development & Design </li></ul></ul></ul><ul><ul><ul><li>Interactive Marketing </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Mobile </li></ul></ul></ul>
  4. 4. Optimize Your Website <ul><li>Most of your savvy target constituents will go to your website to gather information, verify credibility, build trust as well as use a tool to interact with you (contact, transact, etc.) – Make it easy! </li></ul><ul><ul><li>Professional look and feel </li></ul></ul><ul><ul><li>Simple and intuitive navigation </li></ul></ul><ul><ul><li>Comprehensive overview – your mission, history, programs, news, board, staff, contact information </li></ul></ul><ul><ul><ul><li>Answer the key questions from constituents about your organization – build trust. </li></ul></ul></ul><ul><ul><li>Consider providing ability to accept secure donations online (if applicable) </li></ul></ul><ul><ul><ul><li>Pay Pal </li></ul></ul></ul><ul><ul><ul><li>Google Checkout </li></ul></ul></ul><ul><ul><ul><li>Acceptiva </li></ul></ul></ul><ul><ul><ul><li>Click & Pledge </li></ul></ul></ul><ul><ul><ul><li>eTransfer </li></ul></ul></ul><ul><ul><ul><li>Mobile donations via – mGive </li></ul></ul></ul><ul><ul><li>Other features and functionality – event registrations and payments , i.e Eventbrite, Chipin </li></ul></ul>
  5. 7.   Google for Non Profits <ul><ul><li>Google has many tools to assist non profits reach a wider audience: </li></ul></ul><ul><ul><ul><li>Google Adwords </li></ul></ul></ul><ul><ul><ul><li>Google Grants </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>Google Sites </li></ul></ul></ul><ul><ul><ul><li>Google Places </li></ul></ul></ul><ul><ul><li>Information @ www.google.com/nonprofits </li></ul></ul><ul><ul><li>Monthly newsletter available </li></ul></ul>
  6. 8.   Google Adwords <ul><ul><li>Google AdWords only reaches people who are interested in your organization’s information and services. </li></ul></ul><ul><ul><li>When a Google user searches on keywords related to your organization, your ad will appears next to relevant Google search results under the Sponsored Links sections. </li></ul></ul><ul><li>  </li></ul>
  7. 9. Example: Search & Result
  8. 10.   Google Grants <ul><ul><li>Google Grants is an in-kind donation program awarding free AdWords advertising to select charitable organizations. </li></ul></ul><ul><ul><li>Google supports various types of organizations in the areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts. </li></ul></ul><ul><ul><li>Organizations apply on line - Information @ www.google.com/grants </li></ul></ul><ul><li>  </li></ul>
  9. 12.   YouTube <ul><ul><li>YouTube is the largest online video community boasting over 60 billion videos watched each month. </li></ul></ul><ul><ul><li>YouTube has a specific program tailored to non profits. </li></ul></ul><ul><ul><li>Consider creating a YouTube channel and leverage video as a powerful tool to communicate your organizations mission and message. </li></ul></ul><ul><ul><li>YouTube’s Non Profit Program Benefits include: </li></ul></ul><ul><ul><ul><li>Premium branding capabilities and increased uploading capacity </li></ul></ul></ul><ul><ul><ul><li>Option to drive fundraising through Google Checkout “Donate” button </li></ul></ul></ul><ul><ul><ul><li>Listing on the non profit channels and the non profit video pages </li></ul></ul></ul><ul><ul><ul><li>Ability to add a “call to action” overlay within your videos </li></ul></ul></ul><ul><ul><ul><li>Posting a video opportunity on the YouTube Video Volunteers platform to find potential users to create your video </li></ul></ul></ul><ul><ul><li>Monthly YouTube Non Profit Group newsletter </li></ul></ul><ul><ul><li>Information @ www.youtube.com/nonprofits </li></ul></ul>
  10. 14.   Google Sites <ul><ul><li>For organizations on very limited budgets, Google Sites, is an easy and very basic way to create a simple website. </li></ul></ul><ul><ul><li>Sites are created using off the shelf templates and includes basic content features, i.e. navigation and global footers. </li></ul></ul><ul><ul><li>There are also several other free website building tools such as Yola, etc. </li></ul></ul><ul><ul><li>Information @ www.google.com/sites </li></ul></ul>
  11. 15.   Google Places <ul><ul><li>Google Places is the mechanism for you to optimize your organization listing within Google and be found. </li></ul></ul><ul><ul><li>Ensure you claim or list your organization and optimize content. </li></ul></ul><ul><ul><li>Encourage members to add reviews. </li></ul></ul><ul><ul><li>Premium placements available with </li></ul></ul><ul><ul><ul><li>Google Tags </li></ul></ul></ul><ul><ul><ul><li>Google Boost </li></ul></ul></ul><ul><ul><li>Information @ www.places.google.com/business </li></ul></ul>
  12. 18.   Local Directories <ul><ul><ul><li>Like Google Places, there are several other major national and local directories that you should ensure you have claimed your organization and optimized the content. </li></ul></ul></ul><ul><ul><ul><li>National directories: </li></ul></ul></ul><ul><ul><ul><ul><li>YellowPages.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yahoo Local </li></ul></ul></ul></ul><ul><ul><ul><ul><li>MerchantCircle.com </li></ul></ul></ul></ul><ul><ul><ul><li>Local directories: </li></ul></ul></ul><ul><ul><ul><ul><li>BocaGuide.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>BocaRaton.com – The Bites Network </li></ul></ul></ul></ul>
  13. 19.   Social Media <ul><ul><li>What is Social Media? </li></ul></ul><ul><ul><li>The Social Media Landscape </li></ul></ul><ul><ul><li>Why is Social Media Important? </li></ul></ul><ul><ul><li>Getting Started Considerations </li></ul></ul><ul><ul><li>Niche Social Media </li></ul></ul><ul><ul><li>Other Social Media </li></ul></ul><ul><li>  </li></ul>
  14. 20. What is Social Media? <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>&quot;Online content created by people using highly scalable publishing technologies.&quot; </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>- Wikipedia.com </li></ul>
  15. 21. The Social Media Landscape
  16. 22. Device Agnostic
  17. 23. Why is Social Media Important? <ul><li>  </li></ul><ul><ul><li>Bringing Your Organization Where Your Constituents are Gathering </li></ul></ul><ul><ul><ul><li>More than 500 million users of Facebook </li></ul></ul></ul><ul><ul><ul><li>LinkedIn - over 80 million members in over 200 countries  </li></ul></ul></ul><ul><ul><li>Brand Reputation Management  </li></ul></ul><ul><ul><ul><li>It is now very easy to see what people are saying about your organization and quickly respond  </li></ul></ul></ul><ul><ul><li>SEO (search engine optimization) </li></ul></ul><ul><ul><ul><li>Google LOVES social media </li></ul></ul></ul><ul><ul><li>Cost Effective Platform to Connect and Engage with Constituents </li></ul></ul><ul><ul><li>It’s not a passing “fad”. </li></ul></ul>
  18. 24. Social Media Strategy
  19. 25. &quot;Getting Started&quot; – Considerations <ul><li>  </li></ul><ul><ul><li>LinkedIn  </li></ul></ul><ul><ul><li>Facebook  </li></ul></ul><ul><ul><li>Twitter    </li></ul></ul><ul><ul><li>Organization Blog </li></ul></ul><ul><ul><li>Niche Social Media </li></ul></ul>
  20. 26. LinkedIn – Organization Profile <ul><ul><li>Optimize your organization profile  </li></ul></ul><ul><ul><ul><li>Organization name  </li></ul></ul></ul><ul><ul><ul><li>Organization description  </li></ul></ul></ul><ul><ul><ul><ul><li>Keyword rich  </li></ul></ul></ul></ul><ul><ul><ul><li>Address </li></ul></ul></ul><ul><ul><ul><li>Twitter integration  </li></ul></ul></ul><ul><ul><ul><li>Link to blog </li></ul></ul></ul><ul><ul><ul><li>Job postings </li></ul></ul></ul><ul><li>  </li></ul>
  21. 27. LinkedIn - Personal  Profiles <ul><ul><li>Create a robust personal profile  </li></ul></ul><ul><ul><li>Aggressively reach out to build your network through past and present business associates, colleagues, and clients   </li></ul></ul><ul><ul><li>Request recommendations </li></ul></ul><ul><ul><li>Join related groups  </li></ul></ul><ul><ul><li>Encourage your employees and board members to do the same and attach themselves to the company profile   </li></ul></ul><ul><ul><li>Engage with status updates </li></ul></ul><ul><ul><li>Event participation  </li></ul></ul><ul><ul><li>Slideshare Presentations </li></ul></ul><ul><ul><li>Link Twitter & Blog </li></ul></ul>
  22. 28. Facebook <ul><ul><li>Create an optimized Facebook Fan Page  </li></ul></ul><ul><ul><ul><li>Robust description  </li></ul></ul></ul><ul><ul><ul><li>Contact information  </li></ul></ul></ul><ul><ul><ul><li>Photos  </li></ul></ul></ul><ul><ul><ul><li>Videos </li></ul></ul></ul><ul><ul><li>Build Fan base  </li></ul></ul><ul><ul><ul><li>Employees  </li></ul></ul></ul><ul><ul><ul><li>Members   </li></ul></ul></ul><ul><ul><ul><li>Related groups </li></ul></ul></ul><ul><ul><li>Engage in conversation </li></ul></ul><ul><ul><ul><li>Regular updates – events, photos, news, PR, etc.   </li></ul></ul></ul><ul><ul><ul><li>Monitor and answer inquiries </li></ul></ul></ul><ul><ul><li>Consider targeted paid ad campaigns   </li></ul></ul>
  23. 29. Facebook Places <ul><ul><li>Facebook’s entrée to Location Based Services </li></ul></ul><ul><ul><ul><li>Information and / or entertainment available via mobile that leverages GPS </li></ul></ul></ul><ul><ul><li>Claim your business on Facebook Places </li></ul></ul><ul><ul><li>Leverage Facebook Deals as appropriate </li></ul></ul>
  24. 30. Facebook – Causes <ul><ul><li>Facebook application that can be leveraged to engage in social fundraising   </li></ul></ul>
  25. 31. Facebook “Like” <ul><ul><li>Link your website to Facebook : </li></ul></ul><ul><ul><ul><li>Facebook Connect – Single sign on </li></ul></ul></ul><ul><ul><ul><li>“ Like” </li></ul></ul></ul>
  26. 32. Twitter <ul><ul><li>Optimize Twitter page   </li></ul></ul><ul><ul><li>Build Followers  </li></ul></ul><ul><ul><li>Integrate Twitter as a method for short and immediate messages: </li></ul></ul><ul><ul><ul><li>Announcements </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Fundraising </li></ul></ul></ul>
  27. 33. Twitter Fundraising
  28. 34. Other Social Fundraising Sites
  29. 35. Organization Blog <ul><ul><li>Establish Blog </li></ul></ul><ul><ul><li>Blog Platforms: </li></ul></ul><ul><ul><ul><li>Blogger </li></ul></ul></ul><ul><ul><ul><li>TypePad </li></ul></ul></ul><ul><ul><ul><li>WordPress </li></ul></ul></ul><ul><ul><li>Tips for a successful blog: </li></ul></ul><ul><ul><ul><li>Helpful content </li></ul></ul></ul><ul><ul><ul><li>Original content </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Lists </li></ul></ul></ul><ul><ul><ul><li>Updates </li></ul></ul></ul><ul><ul><li>Follow relevant topics or announcement through Google Alerts as a method for content building for blog. </li></ul></ul><ul><ul><li>Link to other social media </li></ul></ul>
  30. 36. Niche Social Networks <ul><ul><li>Other niche focused social networks have been introduced specifically for the non profit sector. </li></ul></ul><ul><ul><li>Great channels to further expand your digital footprint. </li></ul></ul><ul><ul><ul><li>Jumo.com </li></ul></ul></ul><ul><ul><ul><li>VolunteerMatch.org </li></ul></ul></ul>
  31. 37. Other Social Media to Consider <ul><ul><li>Other Location Based Services </li></ul></ul><ul><ul><ul><li>Foursquare </li></ul></ul></ul><ul><ul><ul><li>Gowalla </li></ul></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><ul><li>mWeb </li></ul></ul></ul><ul><ul><ul><li>SMS services </li></ul></ul></ul>
  32. 38. Connect Your Social Media <ul><ul><li>Link your social media, as they all work together.  </li></ul></ul><ul><ul><li>Leverage aggregated services, i.e. OnlyWire, HootSuite to automate messages across social channels. </li></ul></ul><ul><ul><li>Integrate company social media your website. </li></ul></ul><ul><ul><li>Add your social media to your email signature. </li></ul></ul>
  33. 39. Email Marketing <ul><li>Email marketing continues to be one of the most effective digital marketing channels. </li></ul><ul><li>Leverage as a way to communicate key organization messages, events, etc. </li></ul><ul><li>Build an opt in email through your various points of contact with your constituents </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Telephone Contacts </li></ul></ul><ul><li>Tools for email communication, Constant Contact, Mail Chimp, Vertical Response </li></ul><ul><li>Some ESP will offer for free to NPO’s </li></ul>
  34. 40. SEO (Search Engine Optimization) <ul><li>SEO is an important aspect of any digital marketing program and is comprised of two key components: </li></ul><ul><ul><li>On page strategies which optimize the content and pages on your site resulting in your organization displaying within the &quot;organic&quot; section of Google </li></ul></ul><ul><ul><li>Off- page strategies will build valuable and relevant links back to your website. These relevant links indicate to the search engines your site is &quot;important&quot; or has &quot;authority&quot; and will result in significant increases in your search engine ranking, resulting in increased traffic to your site.  </li></ul></ul>
  35. 42. Tracking and Analysis <ul><li>Make sure you track and analyze all your efforts, establish KPI’s (key performance indicators) </li></ul><ul><li>Implement Google Analytics (free) to monitor: </li></ul><ul><ul><li>Traffic & visitors to your website </li></ul></ul><ul><ul><li>What content are people most interested in </li></ul></ul><ul><ul><li>Conversion metrics (if applicable) i.e. donations </li></ul></ul><ul><li>Establish Google Alerts for your organization or key staff & board members to monitor online media mentions or activity. </li></ul>
  36. 43. Resources <ul><li>Digital marketing is evolving and ever changing, therefore it is critical that you stay current. </li></ul><ul><ul><li>Daily Newsletters:  </li></ul></ul><ul><ul><ul><li>Mashable (trends) </li></ul></ul></ul><ul><ul><ul><li>eMarketer (statistics) </li></ul></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><ul><li>DMNews </li></ul></ul></ul><ul><ul><ul><li>iMediaConnection </li></ul></ul></ul><ul><ul><li>Several good Digital & Social Media Groups on LinkedIn </li></ul></ul>
  37. 44. Summary <ul><ul><li>Embrace digital as a key strategy for your organization. </li></ul></ul><ul><ul><li>Lead by example within your organization. </li></ul></ul><ul><ul><li>Allocate resource (internal or outsource) directly responsible for executing your digital marketing program.   </li></ul></ul><ul><ul><li>Integrate the concept internally - &quot;casting a wider net&quot;.  </li></ul></ul><ul><ul><li>Measure your results. </li></ul></ul><ul><ul><li>Stay educated.  </li></ul></ul><ul><ul><li>Have FUN! </li></ul></ul>
  38. 45. <ul><li>Georgianne Brown  </li></ul><ul><li>Co Founder & Managing Partner  </li></ul><ul><li>Big Couch Media Group  </li></ul><ul><li>www.linkedin.com/company/big-couch-media-group </li></ul><ul><li>Twitter:  @BigCouchMedia </li></ul><ul><li>Facebook: www.facebook.com/bigcouchmediagroup </li></ul><ul><li>Blog:  www.bigcouchmediagroup.com/blog </li></ul><ul><li>georgie@bigcouchmedia.com </li></ul><ul><li>LinkedIn:   www.linkedin.com/in/georgiannebrown </li></ul><ul><li>Twitter: @georgiannebrown </li></ul>

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