What We’ve Covered So Far✦ Intro to the Most Popular Social Networks✦ Branding- Finding your voice and communicating that to others✦ Looking at your organization in a “customer-centric” way✦ Make your website your hub and marketing (including social) as the spokes into the hub✦ Understand how best to deliver on your “promise” to your community✦ Social and digital are ingredients in an overall organization communication & marketing strategy
Session 3 Where’s my Return on Investment? Understanding Search and Analytics✦ How do We Measure Social Media and its value?✦ Google’s Zero Moment of Truth- when do customers make decisions?✦ Customer feedback loops- why after the sale is as important as conversion✦ Using Google tools to help you time your content and check on your competition✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO landscape- Fish where the Fish are✦ Numbers are helpful, Insight is better
Non-proﬁt Context• Mom in Minivan trying to coordinate volunteers for the school’s 5 K in a few weeks• Accountant trying to help clients do year end planning and looking for local nonproﬁts to steer donations• High school kids looking for a place to get in volunteer hours• Newly retired individuals looking for ways to give back to the community• Relocated people looking to get to know and get involved in the community
Elements of Search• Keywords for “industry”; Create an SEO Dictionary for your organization• Look at Google Trends for seasonality, location• Tag content, pictures, etc. with keywords and work into posts as frequently as possible
SEO rich topics, aka Linkbait• Lists- 10 things I Hate About _____, 25 ideas for the New Year• Great Titles• Advice• Workﬂow• Help for your customer/audience
Example• http://www.whitneyhoffman.com/ 2011/12/05/5-things-that-drive-me- crazy/• Picked up by NYT business blog• Asked to reprint with credit and bio in his newsletter
Take Homes• Increased use of web and mobile across the board means non-proﬁts need to be online and mobile, too• Think like a business- How do I contact my “users”? Do I need separate sites, area of the same site, etc.?
• Getting on an individual’s consideration list- look for natural partnerships, opportunities• Treat every “user” as precious• Look for stories to help you create continuous content strategy• How to be there “before the sale”- awareness and speciﬁc ask/need
Community• Becoming part of the community means more than just doing good things• Make dollars count; know what people need or want• When in doubt, ASK.• Make sure all ‘users’ feel valued and a part of the organization• The ‘care and feeding’ of existing volunteers and donors is as or more important than extending your base.
ConsiderCost of a lost Volunteer/donor in terms of lostrevenue/time saved and-Loss of additional folks due to word of mouthCost of Retention- what do you have to do tokeep existing volunteers/donors happy?Churn rate- how many people leave? And whatdoes it cost to replace them?
Lifetime Value of a CustomerFormula includes: Average number of years a ‘customer’ does business with you Average revenue/value of time spent per ‘customer’ per year Estimated costs to deliver products/services- how long to train, costs of soliciting donations, etc.