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    Ninestep Ninestep Presentation Transcript

    • Nine Step Online Marketing Marketing In The 21 st Century Curtis Brown Brandinthebox.com
    • Making A MATE
      • Message – The Emotive Connection
      • Activate – Creation of Stir
      • Tactics – The Tools of Mission and Strategy
      • Experience/Evaluate – Metrics for Us and Who Tactics Are Directed
    • Online Nonprofit Tools
      • Email
      • Video on Demand
      • Voice Over
      • Flash
      • eSurveys
      • eNews Releases
      • SEM & SEO
      • Online PowerPoint
      • Chat & Discussion
      • Event Registration
      • Community Calendars
      • Petitions
      • Data Bases
      • Affiliate Marketing
      • RSS & SMS
      • Blog
    • Unicef
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    • The Nine Steps
      • Message/Context
      • Website & Email Extension
      • Online Marketing
      • RSS
      • Audio & Video Creation
      • Podcasting
      • Blogging
      • Activate
      • Fundraising
    • Message The Power of Message
      • Why is Message So Important?
      • It connects us
      • Keeps us focused
      • It separates and differentiates
      • Brings Brand home
      • Other focus
      • What Do Effective Messages Need?
      • Emotion
      • Connection to life
      • Myth or Folklore
      • Visual
      • Shock
      • Simple
      • Short
      • Repetitive
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    • Don’t Forget Who Is In Control 60 million on do-not-call registry 54 million homes with spam blockers 20% of homes have advertising blockers PVR households skip 83% of commercials Direct mail to the garbage for 45 and under 12 million homes have VOD capability
    • Concentric Circle Marketing
      • Old Way
      • Direct Marketing
      • Addition
      • Talk At
      • Many
      • Centralization
      • Delay in Process and Metrics
      • Fundraising
      • Mass Marketing
      • Donor
      • New Way
      • Concentric Circle
      • Multiplication
      • Conversation
      • Mobilized Few
      • Decentralization – Issue of Own
      • Real-time Action and Metrics
      • Marketing
      • Targeted Marketing
      • Evangelist
    • Key Words and Phrases Connect to emotions Catch their attention Send Signals Connect us to others Exclude others
    • Key Words Must: Be Clear Invoke feelings and emotions Use other words to leverage impact Don’t use catch phrases that everyone else is using Simple Can be a teaser Estate Tax vs Death Tax or Global Warming vs Climate Change or Email-tax vs Delivery Fee
    • Data Mining
      • Nearly any information on any individual is now available on the net – the good and the bad
      • Create your own data creation system
      • Where to find list of people who give to certain causes, have certain behaviors and
      • Specific vendors and site to get info
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    • Step 2 Website & Ext
      • A place to invite someone to become part of something
      • Give multiple ways to get information and get involved – flash, video, written, audio, discussion
      • KISS to gain MATE
      • Stats – Webtrends
      • Mashup
      • Extend your site
    • Unicef
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    • Why We Love Email Email has higher CTA metrics Your email campaigns have a 7-25% response rate compared to .2-8% for direct mail Email has a higher ROI Email reduces expenses by eliminating the cost of printing and postage Email is Instant Most of those who respond will respond in 48 hours of email
    • What is Email? Tactics For Conversation
      • Not Spam
      • Email is a discussion starter
      • Positioning yourself
      • Partnership – talk with not to
      • Starter not closer
      • Viral
      • Relevant and Segmented
      • Personal
      • Automated
      • Fulfillment
      • Metrics
      • Not stand alone tool
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    • Creating Effective Email Conversation
    • Email Design
      • KISS – Keep it short stupid (1-3 items)
      • Tight layout and make it easy to scan
      • Use HTML when possible
      • Keep it consistent – no surprises
      • Offer the option of a surprise
      • Make it personal
      • Segment content
    • Email Capture Plan
      • Email capture boxes in emails
      • Capture boxes on all web pages
      • Email follow-up on every contact
      • - Meetings
      • - Phone calls
      • - Letters (Treehouse case)
    • Make Email A Conversation
      • Ask a Question
      • Have a CTA
      • Make It Personal
      • KISS
      • Segment
      • Have a place to carry on a conversationin groups
    • Email Delivery
      • 65% to 85% Rate
      • Tone down subject line
      • Avoid spam words
      • Use email evaluators
      • Get on white lists
      • Day of week and best times
      • Have your delivery rates evaluated
    • Email Delivery Contacts
      • Road Runner
      • United Online ( NetZero , Juno)
      • Yahoo!
      • MSN/Hotmail
      • Outblaze
      • Goodmail
    • Delivery Platforms
      • List-serve
      • Low-end
      • Middle-end
      • High-end
    • Email Metrics
      • Open rates
      • Bounce rates
      • Click through rates
      • Segment
      • Testing
      • Focus groups
    • Welcome Messages
      • Your first impression
      • Personalize
      • Ask a question
      • Personal
      • Use simple HTML
      • Start the Brand In The Box process
    • Email Etiquette Permission email only Don’t send too little or too much Be relevant, personal and segment Take care of un-subscribing ASAP Include all contact info in your email footer NEVER purchase email address lists or harvest email addresses Create privacy policy
    • Website Essentials
      • 1.First Date
      • 2.Interactivity with polls, surveys and talking people
      • 3.Email Capture – get the email (phone number”
      • 4.Online Donation
      • 5. Easy to use CMS
      • 6. Great Images and Video
      • 7. Awesome story telling content – Boring no go
      • 8. Know your visitors and have storyboard for each
    • Communicating Your Content
      • 1. Think like Resume or Outline
      • 2. Use lists and Brief Descriptions and links to more info
      • 3. Get people involved
      • 4. Write to individual persona(s)
      • 5. Strong images to leverage content
      • 6. Use video when possible – Make it real
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    • Simple Rules
      • Make it easy to find information like “how to make a difference” and clear CTA’s
      • Make contact info easy to find
      • Email capture box an every page and no pop-ups
      • Privacy policy
      • Use off the shelf tools – don’t build
    • Step #3 Online Advertsing
      • Search Engine Optimization
      • Cross Marketing
      • Search Engine Marketing
      • Ad Placements – sites and blogs
      • Social Tagging
      • Social Networks
    • Internet Marketing Contextual Marketing Behavioral Marketing Demographic Marketing Viral Marketing
    • Contextual Marketing
    • Demographics
      • 18-34
      • 35-45
      • 46-64
      • 65+
      • 18-24 (50)
      • 25-34 (44)
      • 35-54 (43)
      • Primary source of info from the Internet
    • Viral Marketing Email capture plan Use viral tools Disseminate information Valuable and Relevant Make appealing Recruit Marketing Evangelists Stay focused Develop Marketing Evangelists Make them co-conspirators and part of movement Bring in new blood
    • Viral Cases
      • Men In Black - black suits
      • Desperate Housewives – Laundry “Everybody has a little dirty laundry”
      • Coffee Sleeves – WB show supernatural
      • Find Evangelists – 29 people to mkt event
      • CVM Animation
      • Cancer Education in AA Community (TP)
      • March on LA – 500,000
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    • Search Optimization
      • Rank or position Google (48) Yahoo (22) MSN (11)
      • Meta keywords, meta description tags
      • Submission to engines
      • Links to and exchange – MSN link: url
      • Seek help
    • Search Engine Marketing 80% to 90% of SEM Conversion Occurs Offline
      • Pay Per Click
      • Vendors
      • Process – How to do it
      • Landing Pages
      • Metrics
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    • Ad Serving
      • Demographic
      • Behavioral
      • Contextual
      • Vendors & blogs
      • Process – How to do it
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    • Step #4 RSS
      • Syndicate to the world
      • Syndicate to other sites with content
      • Feed to readers
      • Feed to searches
      • RSS Press Release
      • The End of Grant/vendor/event research
      • Better donor knowledge base
      • Other uses
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    • Ways to Create Feed
      • Text Document
      • Email
      • Blog
      • RSS Writer
      • Dynamic
      • Built In Data Base – Plone
    • RSS Tools
      • Reader Options – Tristana, BITB, Bloglines, Myyahoo, Firefox
      • Feedburner.com
      • Pingomatic.com
      • RSS Mix
      • Pubsub.com
      • Feed to Java: http://jade.mcli.dist.maricopa.edu/feed/
    • Feedburner.com
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    • Step #5 Audio and Video
      • 14.9 Million and 700,000 NCAA
      • Create video: DV Camera, Mich, lighting
      • Create Audio: Microphone, recorder Wavepad and Itunes (MP3)
      • Upload: Your site, Google, Youtube, Metacafe
      • Don’t forget about TV Spotrunner.com / public access, CSPAN, City & State
    • Online Video
      • In 2004 14.2 billion video requests which is up 81% from previous year
      • “Out of the home video”
      • Era of visual engagement
      • Flash video
      • 5 steps to creating your own video content library
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    • Step #6 PodCasting
    • Podcasting
      • Narrowcast messaging to an individual very narrowcast world
      • Small but loyal market
      • Ease of creation
      • Content sharing
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    • Getting Going with RSS & Podcasts
      • Email
      • Create a Blog
      • Text Editor
      • RSS Writer
      • Database Driven
      • More more info checkout the RSS Toolkit at: http://www.missionmovers.org/rsstoolkit.pdf
    • Create an RSS Feed from Yahoo Groups Set up group at groups.yahoo.com Post link on your website ITS THAT EASY!!!!
    • Create a Blog A blog is an RSS Feed Blogger http://yourblog.blogspot.com/atom.xml TypePad http://yourblog.typepad.com/index.rdf http://yourblog.typepad.com/atom.xml
    • Text Editor
    • Text Editor (Podcast)
    • Database Driven RSS Feed Can be done easily if you have a database driven site. Automatically updates your RSS Feed. Use most any scripting language. We have an example of a php script. http://www.missionmovers.org/example . pdf
    • RSS Writer PSACT and Mission Movers hope to soon offer the Tristana Writer http://www. tristana .org/demo1.html Also popular Feed4All These allow you to easily publish your feed and check for errors.
    • Step #7 Blogging
      • Information Sources
      • Democracy of Information
      • Meets the needs of a specific target group
      • Creates opportunity for community
      • Strengthens Brand
      • Needs email and RSS to develop
    • Blog Topics
      • Events
      • Have org specialists
      • Project Following
      • Capital Campaign
      • Allow people to go on a trip with you
      • Please don’t make them mundane
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    • Step #8 Activate
      • CTA’s
      • Cybersquad
      • SMS
      • Surveys
      • Social Networks
      • Tagging
      • Meet-ups
    • CTA’s Polls Surveys Purchase/Donate Petition Read/View This.. Pass On…
    • Questions For Effective CTA’s Does it connect with recipient? Is the CTA the start of finish? Does the person get a benefit from the CTA? Is there time to complete CTA? Is there a sense of immediacy? Will the CTA make a difference in their eye’s?
    • Cyber Squad
      • Coordinated and aggressive PR plan that is executed by volunteers and uses the free mediums on the net to spread the word about your message and organization
      • Volunteers
      • Tools
      • Examples
    • SMS
      • Short Messaging Service
      • Program uses
      • Marketing Uses
      • Demographics:
        • 63% of 18-27 yr old use SMS – numbers are even higher in Europe and Asia – only 9% for 60+
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    • Go to em
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    • Step #9 The Gift
      • Donation Engines
      • ASP Data Bases
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    • Contact Info
      • Thank You
      • Curtis Brown
      • [email_address]
      • 206-760-1774
      • Please contact me with any question
    •