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Ninesteprules Ninesteprules 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
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