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  1. 1. Nine Step Online Marketing Marketing In The 21 st Century Curtis Brown
  2. 2. Making A MATE <ul><li>Message – The Emotive Connection </li></ul><ul><li>Activate – Creation of Stir </li></ul><ul><li>Tactics – The Tools of Mission and Strategy </li></ul><ul><li>Experience/Evaluate – Metrics for Us and Who Tactics Are Directed </li></ul>
  3. 3. Online Nonprofit Tools <ul><li>Email </li></ul><ul><li>Video on Demand </li></ul><ul><li>Voice Over </li></ul><ul><li>Flash </li></ul><ul><li>eSurveys </li></ul><ul><li>eNews Releases </li></ul><ul><li>SEM & SEO </li></ul><ul><li>Online PowerPoint </li></ul><ul><li>Chat & Discussion </li></ul><ul><li>Event Registration </li></ul><ul><li>Community Calendars </li></ul><ul><li>Petitions </li></ul><ul><li>Data Bases </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>RSS & SMS </li></ul><ul><li>Blog </li></ul>
  4. 4. Unicef
  5. 8. The Nine Steps <ul><li>Message/Context </li></ul><ul><li>Website & Email Extension </li></ul><ul><li>Online Marketing </li></ul><ul><li>RSS </li></ul><ul><li>Audio & Video Creation </li></ul><ul><li>Podcasting </li></ul><ul><li>Blogging </li></ul><ul><li>Activate </li></ul><ul><li>Fundraising </li></ul>
  6. 9. Message The Power of Message
  7. 10. <ul><li>Why is Message So Important? </li></ul><ul><li>It connects us </li></ul><ul><li>Keeps us focused </li></ul><ul><li>It separates and differentiates </li></ul><ul><li>Brings Brand home </li></ul><ul><li>Other focus </li></ul>
  8. 11. <ul><li>What Do Effective Messages Need? </li></ul><ul><li>Emotion </li></ul><ul><li>Connection to life </li></ul><ul><li>Myth or Folklore </li></ul><ul><li>Visual </li></ul><ul><li>Shock </li></ul><ul><li>Simple </li></ul><ul><li>Short </li></ul><ul><li>Repetitive </li></ul>
  9. 14. 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
  10. 15. Concentric Circle Marketing <ul><li>Old Way </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Addition </li></ul><ul><li>Talk At </li></ul><ul><li>Many </li></ul><ul><li>Centralization </li></ul><ul><li>Delay in Process and Metrics </li></ul><ul><li>Fundraising </li></ul><ul><li>Mass Marketing </li></ul><ul><li>Donor </li></ul><ul><li>New Way </li></ul><ul><li>Concentric Circle </li></ul><ul><li>Multiplication </li></ul><ul><li>Conversation </li></ul><ul><li>Mobilized Few </li></ul><ul><li>Decentralization – Issue of Own </li></ul><ul><li>Real-time Action and Metrics </li></ul><ul><li>Marketing </li></ul><ul><li>Targeted Marketing </li></ul><ul><li>Evangelist </li></ul>
  11. 16. Key Words and Phrases Connect to emotions Catch their attention Send Signals Connect us to others Exclude others
  12. 17. 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
  13. 18. Data Mining <ul><li>Nearly any information on any individual is now available on the net – the good and the bad </li></ul><ul><li>Create your own data creation system </li></ul><ul><li>Where to find list of people who give to certain causes, have certain behaviors and </li></ul><ul><li>Specific vendors and site to get info </li></ul>
  14. 29. Step 2 Website & Ext <ul><li>A place to invite someone to become part of something </li></ul><ul><li>Give multiple ways to get information and get involved – flash, video, written, audio, discussion </li></ul><ul><li>KISS to gain MATE </li></ul><ul><li>Stats – Webtrends </li></ul><ul><li>Mashup </li></ul><ul><li>Extend your site </li></ul>
  15. 30. Unicef
  16. 32. 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
  17. 33. What is Email? Tactics For Conversation <ul><li>Not Spam </li></ul><ul><li>Email is a discussion starter </li></ul><ul><li>Positioning yourself </li></ul><ul><li>Partnership – talk with not to </li></ul><ul><li>Starter not closer </li></ul><ul><li>Viral </li></ul><ul><li>Relevant and Segmented </li></ul><ul><li>Personal </li></ul><ul><li>Automated </li></ul><ul><li>Fulfillment </li></ul><ul><li>Metrics </li></ul><ul><li>Not stand alone tool </li></ul>
  18. 47. Creating Effective Email Conversation
  19. 48. Email Design <ul><li>KISS – Keep it short stupid (1-3 items) </li></ul><ul><li>Tight layout and make it easy to scan </li></ul><ul><li>Use HTML when possible </li></ul><ul><li>Keep it consistent – no surprises </li></ul><ul><li>Offer the option of a surprise </li></ul><ul><li>Make it personal </li></ul><ul><li>Segment content </li></ul>
  20. 49. Email Capture Plan <ul><li>Email capture boxes in emails </li></ul><ul><li>Capture boxes on all web pages </li></ul><ul><li>Email follow-up on every contact </li></ul><ul><li>- Meetings </li></ul><ul><li>- Phone calls </li></ul><ul><li>- Letters (Treehouse case) </li></ul>
  21. 50. Make Email A Conversation <ul><li>Ask a Question </li></ul><ul><li>Have a CTA </li></ul><ul><li>Make It Personal </li></ul><ul><li>KISS </li></ul><ul><li>Segment </li></ul><ul><li>Have a place to carry on a conversationin groups </li></ul>
  22. 51. Email Delivery <ul><li>65% to 85% Rate </li></ul><ul><li>Tone down subject line </li></ul><ul><li>Avoid spam words </li></ul><ul><li>Use email evaluators </li></ul><ul><li>Get on white lists </li></ul><ul><li>Day of week and best times </li></ul><ul><li>Have your delivery rates evaluated </li></ul>
  23. 52. Email Delivery Contacts <ul><li>Road Runner </li></ul><ul><li>United Online ( NetZero , Juno) </li></ul><ul><li>Yahoo! </li></ul><ul><li>MSN/Hotmail </li></ul><ul><li>Outblaze </li></ul><ul><li>Goodmail </li></ul>
  24. 53. Delivery Platforms <ul><li>List-serve </li></ul><ul><li>Low-end </li></ul><ul><li>Middle-end </li></ul><ul><li>High-end </li></ul>
  25. 54. Email Metrics <ul><li>Open rates </li></ul><ul><li>Bounce rates </li></ul><ul><li>Click through rates </li></ul><ul><li>Segment </li></ul><ul><li>Testing </li></ul><ul><li>Focus groups </li></ul>
  26. 55. Welcome Messages <ul><li>Your first impression </li></ul><ul><li>Personalize </li></ul><ul><li>Ask a question </li></ul><ul><li>Personal </li></ul><ul><li>Use simple HTML </li></ul><ul><li>Start the Brand In The Box process </li></ul>
  27. 56. 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
  28. 57. Website Essentials <ul><li>1.First Date </li></ul><ul><li>2.Interactivity with polls, surveys and talking people </li></ul><ul><li>3.Email Capture – get the email (phone number” </li></ul><ul><li>4.Online Donation </li></ul><ul><li>5. Easy to use CMS </li></ul><ul><li>6. Great Images and Video </li></ul><ul><li>7. Awesome story telling content – Boring no go </li></ul><ul><li>8. Know your visitors and have storyboard for each </li></ul>
  29. 58. Communicating Your Content <ul><li>1. Think like Resume or Outline </li></ul><ul><li>2. Use lists and Brief Descriptions and links to more info </li></ul><ul><li>3. Get people involved </li></ul><ul><li>4. Write to individual persona(s) </li></ul><ul><li>5. Strong images to leverage content </li></ul><ul><li>6. Use video when possible – Make it real </li></ul>
  30. 61. Simple Rules <ul><li>Make it easy to find information like “how to make a difference” and clear CTA’s </li></ul><ul><li>Make contact info easy to find </li></ul><ul><li>Email capture box an every page and no pop-ups </li></ul><ul><li>Privacy policy </li></ul><ul><li>Use off the shelf tools – don’t build </li></ul>
  31. 62. Step #3 Online Advertsing <ul><li>Search Engine Optimization </li></ul><ul><li>Cross Marketing </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Ad Placements – sites and blogs </li></ul><ul><li>Social Tagging </li></ul><ul><li>Social Networks </li></ul>
  32. 63. Internet Marketing Contextual Marketing Behavioral Marketing Demographic Marketing Viral Marketing
  33. 64. Contextual Marketing
  34. 65. Demographics <ul><li>18-34 </li></ul><ul><li>35-45 </li></ul><ul><li>46-64 </li></ul><ul><li>65+ </li></ul><ul><li>18-24 (50) </li></ul><ul><li>25-34 (44) </li></ul><ul><li>35-54 (43) </li></ul><ul><li>Primary source of info from the Internet </li></ul>
  35. 66. 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
  36. 67. Viral Cases <ul><li>Men In Black - black suits </li></ul><ul><li>Desperate Housewives – Laundry “Everybody has a little dirty laundry” </li></ul><ul><li>Coffee Sleeves – WB show supernatural </li></ul><ul><li>Find Evangelists – 29 people to mkt event </li></ul><ul><li>CVM Animation </li></ul><ul><li>Cancer Education in AA Community (TP) </li></ul><ul><li>March on LA – 500,000 </li></ul>
  37. 70. Search Optimization <ul><li>Rank or position Google (48) Yahoo (22) MSN (11) </li></ul><ul><li>Meta keywords, meta description tags </li></ul><ul><li>Submission to engines </li></ul><ul><li>Links to and exchange – MSN link: url </li></ul><ul><li>Seek help </li></ul>
  38. 71. Search Engine Marketing 80% to 90% of SEM Conversion Occurs Offline <ul><li>Pay Per Click </li></ul><ul><li>Vendors </li></ul><ul><li>Process – How to do it </li></ul><ul><li>Landing Pages </li></ul><ul><li>Metrics </li></ul>
  39. 76. Ad Serving <ul><li>Demographic </li></ul><ul><li>Behavioral </li></ul><ul><li>Contextual </li></ul><ul><li>Vendors & blogs </li></ul><ul><li>Process – How to do it </li></ul>
  40. 81. Step #4 RSS <ul><li>Syndicate to the world </li></ul><ul><li>Syndicate to other sites with content </li></ul><ul><li>Feed to readers </li></ul><ul><li>Feed to searches </li></ul><ul><li>RSS Press Release </li></ul><ul><li>The End of Grant/vendor/event research </li></ul><ul><li>Better donor knowledge base </li></ul><ul><li>Other uses </li></ul>
  41. 86. Ways to Create Feed <ul><li>Text Document </li></ul><ul><li>Email </li></ul><ul><li>Blog </li></ul><ul><li>RSS Writer </li></ul><ul><li>Dynamic </li></ul><ul><li>Built In Data Base – Plone </li></ul>
  42. 87. RSS Tools <ul><li>Reader Options – Tristana, BITB, Bloglines, Myyahoo, Firefox </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>RSS Mix </li></ul><ul><li> </li></ul><ul><li>Feed to Java: </li></ul>
  43. 88.
  44. 91. Step #5 Audio and Video <ul><li>14.9 Million and 700,000 NCAA </li></ul><ul><li>Create video: DV Camera, Mich, lighting </li></ul><ul><li>Create Audio: Microphone, recorder Wavepad and Itunes (MP3) </li></ul><ul><li>Upload: Your site, Google, Youtube, Metacafe </li></ul><ul><li>Don’t forget about TV / public access, CSPAN, City & State </li></ul>
  45. 92. Online Video <ul><li>In 2004 14.2 billion video requests which is up 81% from previous year </li></ul><ul><li>“Out of the home video” </li></ul><ul><li>Era of visual engagement </li></ul><ul><li>Flash video </li></ul><ul><li>5 steps to creating your own video content library </li></ul>
  46. 95. Step #6 PodCasting
  47. 96. Podcasting <ul><li>Narrowcast messaging to an individual very narrowcast world </li></ul><ul><li>Small but loyal market </li></ul><ul><li>Ease of creation </li></ul><ul><li>Content sharing </li></ul>
  48. 98. Getting Going with RSS & Podcasts <ul><li>Email </li></ul><ul><li>Create a Blog </li></ul><ul><li>Text Editor </li></ul><ul><li>RSS Writer </li></ul><ul><li>Database Driven </li></ul><ul><li>More more info checkout the RSS Toolkit at: </li></ul>
  49. 99. Create an RSS Feed from Yahoo Groups Set up group at Post link on your website ITS THAT EASY!!!!
  50. 100. Create a Blog A blog is an RSS Feed Blogger TypePad
  51. 101. Text Editor
  52. 102. Text Editor (Podcast)
  53. 103. 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. . pdf
  54. 104. 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.
  55. 105. Step #7 Blogging <ul><li>Information Sources </li></ul><ul><li>Democracy of Information </li></ul><ul><li>Meets the needs of a specific target group </li></ul><ul><li>Creates opportunity for community </li></ul><ul><li>Strengthens Brand </li></ul><ul><li>Needs email and RSS to develop </li></ul>
  56. 106. Blog Topics <ul><li>Events </li></ul><ul><li>Have org specialists </li></ul><ul><li>Project Following </li></ul><ul><li>Capital Campaign </li></ul><ul><li>Allow people to go on a trip with you </li></ul><ul><li>Please don’t make them mundane </li></ul>
  57. 110. Step #8 Activate <ul><li>CTA’s </li></ul><ul><li>Cybersquad </li></ul><ul><li>SMS </li></ul><ul><li>Surveys </li></ul><ul><li>Social Networks </li></ul><ul><li>Tagging </li></ul><ul><li>Meet-ups </li></ul>
  58. 111. CTA’s Polls Surveys Purchase/Donate Petition Read/View This.. Pass On…
  59. 112. 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?
  60. 113. Cyber Squad <ul><li>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 </li></ul><ul><li>Volunteers </li></ul><ul><li>Tools </li></ul><ul><li>Examples </li></ul>
  61. 114. SMS <ul><li>Short Messaging Service </li></ul><ul><li>Program uses </li></ul><ul><li>Marketing Uses </li></ul><ul><li>Demographics: </li></ul><ul><ul><li>63% of 18-27 yr old use SMS – numbers are even higher in Europe and Asia – only 9% for 60+ </li></ul></ul>
  62. 117. Go to em
  63. 121. Step #9 The Gift <ul><li>Donation Engines </li></ul><ul><li>ASP Data Bases </li></ul>
  64. 123. Contact Info <ul><li>Thank You </li></ul><ul><li>Curtis Brown </li></ul><ul><li>[email_address] </li></ul><ul><li>206-760-1774 </li></ul><ul><li>Please contact me with any question </li></ul>