DANA week 2 branding & voice copy

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DANA sessions for non profits- session 2 slides

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  • Voice across channels-each channel should have a voice to match the audience; there should be congruence across channels; identify speakers; be real and authentic\n
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  • You might need to have some idea of your community and where they hang out; where your potential community lies; (google forms free and efficient)\n
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  • How do we identify who is or is not part of our tribe? In this picture, of a community block party, you can tell who identifies as part of the larger community and who is part of a separate group? Tribes sometimes have their own uniforms or ways of separating themselves out from the pack\n
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  • DANA week 2 branding & voice copy

    1. 1. Connecting Your Brand to Your Customers Whitney Hoffman Hoffman Digital Media
    2. 2. Customers- Clients,Volunteers, & Donors
    3. 3. Session 2Online Branding- Connecting to Your “Customers”Understanding your BrandWho to connect to and why? Inbound andOutbound Marketing in a NutshellFinding and Engaging Your AudienceElements of making your messages memorableHow to Listen as well as Broadcast
    4. 4. Identifying Brand
    5. 5. “The Emotional aftertasteafter a set of experiences.”
    6. 6. Who are You?What do you do?
    7. 7. The voice should behonest and authentic
    8. 8. Be relevant, timely and engaging
    9. 9. Threshold Experiences
    10. 10. Right. So What?
    11. 11. ALL Threshold Experiences:-Your Website-Your Social Voice-Your Social Profiles-Your Email-Your Fundraising Campaigns-Your Volunteers
    12. 12. The Face (and voice) of Your BrandNetwork Solutions, Shashi BellamkondaThe Social Media Swami
    13. 13. Are These Your Customers?
    14. 14. Are They Here?
    15. 15. Your Website is Your Homebase Online Blog Social MediaVideo, Website Donor CRMAudio e-mail, Traditional Newsletters promotions, events
    16. 16. The 3 Click Rule
    17. 17. The 3 Click Design RulePut the least distance possible between your“customer” and the information they needMake donations easy to accept online and off-lineMake volunteering as easy as possible
    18. 18. “Customer” Centric Is Critical
    19. 19. “Clients”
    20. 20. Who Do You Serve?AgesDemographicsWhere do they get their information?Are you serving them where they are or at yourconvenience?
    21. 21. Donors
    22. 22. DonorsWhere are they? (The Giving Tree model)Why do they give?How do they give? Can you make it easier?What’s the overhead per donation?Timing? Seasonality? Yours or Theirs?
    23. 23. Volunteers
    24. 24. VolunteersWhat kind of help do you need?What sort of hoops do people need to jumpthrough to get involved?Time Commitment/FlexibilityQuid Pro Quo- Thank you’s and recognition areimportant
    25. 25. Where is Your Community?Where are Your Audience?Connecting Where It’s Relevant to Them
    26. 26. I know I’m wasting half my advertising budget, I just don’t know which half. -John Wanamaker
    27. 27. Outbound, a.ka. Traditional Marketing
    28. 28. Traditional Marketing• Print (newspapers, magazines, flyers)• Direct Mail• Broadcast (TV, Radio)• Events
    29. 29. Inbound Marketing
    30. 30. Inbound Marketing Tools• Online Ads• Website• Blogs• Email (newsletters, email marketing)• Social Media, including online video• SEO/SEM, Review Sites, Mobile
    31. 31. What Will Work For You?
    32. 32. There’s probably more than one answer...
    33. 33. What Do You Want? Goal Metrics Friends, Fans, Attention Followers, Visits Contact Information, New Leads DataNew Donors, Volunteers Conversions Downloads for WhiteLeadership in the field papers, ebooks, etc.
    34. 34. Integrated Marketing• QR Codes (used well)• Foursquare• Mobile/Location Aware• Custom URL’s
    35. 35. Why?• Drive People to an exact page to measure conversions/engagement• Easiest: bit.ly , hootsuite and other URL shortners with metrics• More difficult: Google Custom URL Builder, A/B Testing
    36. 36. Step One
    37. 37. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
    38. 38. iGoogle can be your Newspaper
    39. 39. Monitoring, ComparingQuantcastCompete.comAlexaRadian6 (Social Media Monitoring)Flowtown (Social Media Monitoring)
    40. 40. Creating Communities✦ This is a long term versus short term strategy✦ People come to you because of content and added value✦ Grows network, fans, evangelists✦ Must give them something to do- keep it fresh or it dies
    41. 41. Tribe Identity
    42. 42. “We’re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us 3 times the traffic in acouple of days that some excellent traditional mediacoverage has over 5 months.”~ Michael Fox
    43. 43. Think like a publisher, not a marketer.
    44. 44. Content Rules
    45. 45. Making Content MemorableKeep itSimpleMake itUnexpectedConcreteCredibleEmotionalStory
    46. 46. What Does It All Mean? Demystifying the Networks Comparisons and Data
    47. 47. If content is King, conversionis queen. -John Munsell, CEO of Bizzuka
    48. 48. “If you make customers unhappy in the physicalworld, they might each tell 6 friends. If you makecustomers unhappy on the Internet, they can eachtell 6,000 friends.” -Jeff Bezos, CEO of Amazon.com
    49. 49. What You NeedToolsTactics (abilities)Strategy (skill)
    50. 50. Social Media is aningredient, not an entree. -Jay Baer
    51. 51. Decide on a Goal,Then Measure It
    52. 52. Custom URLS
    53. 53. Wrap Up Advice• If it’s integrated, you can measure your results• Make sure you set goals and expectations up front- what can you expect?• Test (A/B), Play, and find what works for you
    54. 54. I like to say Twitter is like a bar, Facebookis your living room, and LinkedIn is yourlocal Chamber of Commerce. -BS Stoltz
    55. 55. These Are Your Billboards
    56. 56. Social media is free in the same way a puppy is free.
    57. 57. Let’s get Beyond “Oooh, Shiny!”
    58. 58. The End
    59. 59. The Most Integrated Marketing Plan on the Planet
    60. 60. Things you’ll need to consider• Who will be that public face?• Do they have the ability/authority to solve problems?• Frequency of Updates• The “reason” to blog
    61. 61. “Social media changes the relationshipbetween companies and customers frommaster and servant, to peer to peer.”
    62. 62. “In the long history of humankind those wholearned to collaborate and improvise mosteffectively have prevailed.” ~ Charles Darwin
    63. 63. Your Customer or Theirs?Can you be there to catchyour competitor’s unhappycustomers?Can you be there whenthey’re not listening?Can you offer a helpfulalternative?Can you position yourselfnext to similar businesses andpartner?
    64. 64. Brand Consistency
    65. 65. Lifetime Value of a CustomerFormula includes: Average number of years a customer does business with you Average revenue per customer per year Estimated costs to deliver products/services
    66. 66. ConsiderCost of a lost customer in terms of lost revenueand-Loss of additional customers due to word ofmouthCost of Retention- what do you have to do tokeep existing customers happy?Churn rate- how many customers leave? Andwhat does it cost to replace them?
    67. 67. Do The MathCost Per Lead* = (Total Ad Costs) / (# LeadsGenerated)Total Ad Costs = Direct Ad Costs + Indirect Ad CostsDirect Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency FeesIndirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)Marketing ROI = (Revenue – Marketing Cost) /Marketing Cost
    68. 68. Relevancyto you, to your customers
    69. 69. Channels are on 24 x 7
    70. 70. Competitive Intelligence
    71. 71. CompetitiveIntelligence✤ SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing?✤ Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content✤ Google Alerts for competitors as well yourself
    72. 72. What’s Your Time Worth?
    73. 73. Income /2080 = Hourly Rate
    74. 74. $40,000/ yr = $19.23/hr
    75. 75. Looking for the Sweet Spot
    76. 76. InfluenceLikingReciprocitySocial ProofConsistencyAuthorityScarcity
    77. 77. RSS- Really Simple SyndicationSubscription- Let Them Come to You
    78. 78. Session 2Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Killer content: Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
    79. 79. Don’t Be This Guy
    80. 80. Strategy
    81. 81. Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: www.whitneyhoffman.com
    82. 82. Cautions
    83. 83. Top Social Networks LinkedIn Twitter Facebook Plus, we’ll talk mobile- Foursquare
    84. 84. Social Media ROIEfficiency Increase networkReputation Grow TrustDifferentiation Client EducationClient Service/ New OpportunitiesRetention Flexibility, TimelinessPR & Exposure
    85. 85. Creating CommunitiesThis is a long term versus short term strategyPeople come to you because of content andadded valueGrows network, fans, evangelistsMust give them something to do- keep it freshor it dies
    86. 86. Case StudiesComcast - Increase Groupon: plusses andcustomer satisfaction, minuses- Superbowlreduce loss of Debaclecustomers Motrin MomsZappos- expandbusiness model, buildcustomer base
    87. 87. Social Media ROI✦ Efficiency ✦ Grow Trust✦ Reputation ✦ Client Education✦ Differentiation ✦ New Opportunities✦ Client Service/Retention ✦ Flexibility, Timeliness✦ PR & Exposure✦ Increase network
    88. 88. RSS- Really Simple SyndicationSubscription- Let Them Come to You
    89. 89. Case Studies✦ Comcast - Increase ✦ Motrin Moms customer satisfaction, reduce loss of customers✦ Zappos- expand business model, build customer base✦ Groupon: plusses and minuses- Superbowl Debacle
    90. 90. Changing Marketplace Everyone can create their own channel of communication- often inexpensively. Everyone can market their own ideas. The problem lies in building the right network for that communication.
    91. 91. Megaphones Don’t WorkYou no longer control the entire message
    92. 92. They’re Shouting BackYour Customers Now Have A Say
    93. 93. You’ve Got Ideas

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