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Developing a comprehensive approach to all of your online communications: consistently using your brand and key messaging in every platform!

Developing a comprehensive approach to all of your online communications: consistently using your brand and key messaging in every platform!

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  • 1. Web Fusion:  Web F sion Helping You and  p g Your Donors CLICK Presented by: P dbDNA Creative Communications, LLC Copyright© 2012
  • 2. Today’s Topics: T d ’ T i  Where To Start? Multimedia Sharing (Blogs, E‐news, Etc.) l d h ( l ) Using Social Media g When Is It Time for A Website Facelift? Optimizing Your Online Presence O i i i Y O li P
  • 3. Start with yyour Brand
  • 4. What is a Brand?What is a Brand?
  • 5. Examples • “My pleasure” •“Eat Mor Chikin” + cows as visual • Closed on Sundays (faith based (faith-based mission) • “Where Shopping is a Pleasure” • Mission: Great savings with service you can’t put a price on
  • 6. Examples • Pi k Pinkribbon = fi ht against b ibb fight i t breastt cancer • Specifically trademarked for donor p y preservation • Cause marketing• Just “google” it!• The simple search engine• Mission: Organize the world’s world sinformation. Make it universallyaccessible and useful.
  • 7. Your Brand is… Your Brand is• Th The essence of your organization f i i • Th The voice of your mission i f i i • Authentic and carried out by and carried out by  your organization every day
  • 8. An Effective Brand… An Effective Brand • Communicates your mission • Builds trust • Raises awareness• Impacts long‐term sustainability  of your organization of your organization
  • 9. Your Online Presence is… O li i • An extension of your brand• The leading source of information for The leading source of information for  individuals online (62%)
  • 10. Always Think About… l hi k b • Who is your audience? •What do they know about you? Wh t d th tk b t ?•What do they not know about you?• What do they need / want to hear? What do they need / want to hear?
  • 11. Messaging… i • T il Tailor your messaging to the  i h audience• Never assume they know everything • Be consistent in every  communications tool l
  • 12. Consider This C id Thi• Y Your content should not simply be:  “We need your money” t t h ld t i l b “W d ”Content should be focused around:  The story of what you do  How what you do affects individuals (not just recipients – How what you do affects individuals (not just recipients  donors too)  Results of how donations help   Th Then, We need your money W d
  • 13. Consider This C id ThiDonors invest in ideas and people  in whom they believe in whom they believeYour online communications must  support this belief support this belief
  • 14. Online Factors that Matter: l h • Design •Usability C t t •Content •Consistency!
  • 15. E news E‐newsTalking directly to your audience
  • 16. E‐Newsletters E Newsletters  E‐news is a powerful marketing and  p g communications tool that: Reminds supporters about your cause  Gives updates on current events/projectsOffers ways to get involved and keep in touch  Provides interesting and relevant news,  stories, pictures and content!
  • 17. E Newsletter Tips E‐Newsletter Tips Make sure you send only to readers who have  “opted‐in!” “ d i !” Don’t send your e‐news without a text option Don t send your e‐news without a text option.  In general, send e‐news no more than once a week,  g , ,and no less than every six weeks. Appeal to “skimmers!” Use headlines, subheadings, and short chunks of text.
  • 18. Consider This  Feature a “Subscribe” button on your online  outlets to allow readers to sign‐up to your                  e‐newsletter hassle‐free! Monthly, post a Facebook and Twitter update  hl b k d i dwith a short intro and link out to your e‐newsletter
  • 19. Blogging
  • 20. Blogs‐ Serve as representation of your expertise‐ Post your latest PRs announcements current projects or Post your latest PRs, announcements, current projects or new campaigns‐E Easy sharing capability to gain followers and spread  h i bili i f ll d dawareness‐ Enhances overall SEO ‐ Tip: Update it! Static content does no good. 
  • 21. Ex.
  • 22. Ex. Blog Integration
  • 23. Social MediaSocial Media
  • 24. Opportunities O t iti Low‐cost, easy‐to‐use communications plan •Free to use, along with tutorials and site support • Adds power to traditional marketing Adds power to traditional marketing Interactive Community y • Gives users and organizations their own identity • Connects your organization with the public,  including supporters, donors and advocates of all  l d d d d f ll ages! Copyright© 2012
  • 25. Opportunities O t iti Mutually Beneficial Mutually Beneficial • Allows you to listen and respond on a personal,  integrated level (audience‐centric communication) •UUse as an educational resource, a recruitment tool, and  d ti l it tt l d outlet for prospective donors/supporters Public Relations Boost • Spreads your message while enhancing SEO • Facebook has over 750 million active users and/or  b kh ll d/ brands to potentially reach Copyright© 2012
  • 26. Facts F tInbound marketing leads cost 62% less than outbound marketing. 93% of Americans believe an organization should have a social media presence. 56% of American consumers feel a stronger connection with—and better served by brands they can interact with online. Copyright© 2012
  • 27. Social Media It IS… It IS… It is NOT… It is NOT…• Consumer‐driven • Controlled• TTransparent t • IImpersonall• Engaging • Formal• Inclusive • Exclusive• Sincere • One‐sided One sided Copyright© 2012
  • 28. Social Media…Why Use It?1. Connect, Collaborate, Share.2. Increase visibility.3.  Cross‐promote your message and 3 Cross‐promote your message and campaigns! Copyright© 2012
  • 29. Copyright© 2012
  • 30. Increase Visibility I Vi ibilit• Social media is organized around common interests.  ‐ Ex. LinkedIn for professional contacts,  Facebook for  content sharing, Twitter for real‐time updates with followers content sharing Twitter for real‐time updates with followers• To leverage these communities for  your organization,  you must be an engaged, valuable resource. – Ex. Interact by providing up‐to‐date project information,  replying to comments, offering online support, sharing  replying to comments, offering online support, sharing content, testimonials, etc. Copyright© 2012
  • 31. Cross‐promote!• Ensure that all platforms seamlessly connect  and support one another! d h !• Even your website!  Copyright© 2012
  • 32. Have a Social Media Plan• Identify the purpose for using social media• Set goals for what you want to accomplish • Develop organization policies• Determine your strategy• Implement it!  Copyright© 2012
  • 33. A platform that gives people the power to communicate more efficiently with their friends,  i ffi i l i h h i f i dfamily, businesses and brands by providing  g gtechnologies that facilitate the sharing of information‐‐ making the world more open and connected.   Copyright© 2012
  • 34. Facebook F b k• Share content Share content – From Supporters – From Complimentary Resources – From Past/Current/Future Events ROI:  Strong sharing element… Exposes your brand and  cause to a current and new audience, as well as  establishes trust within your niche and partners t bli h t t ithi i h d t Copyright© 2012
  • 35. Facebook Tips F b k Ti• Install applications to integrate feeds from your blog, e‐ Install applications to integrate feeds from your blog, e newsletter and other social media accounts• Obtain a Facebook URL so people can easily find you; this Obtain a Facebook URL so people can easily find you; this  will also enhance SEO• Share useful industry related articles and links to Share useful, industry‐related articles and links to  presentations that will interest supporters and establish  credibility• Link to network or industry pages related to your niche  and mission to stay up‐to‐date on hot topics Copyright© 2012
  • 36. Websites Matter
  • 37. Website Design Website Design• Project a uniform image through consistent design, colors, and branding d b di• Maintain a consistent layout and toolbar  •Tip: Have your logo on every page and link it to your  Homepage, always• Provide a value proposition that tells readers immediately: •What your site is about Th b fit it ill id t th •The benefit it will provide to them •Why they should keep using it!
  • 38. Design Do’s & Don’ts Design Do’s & Don’ts• Do use a consistent, specific color palette• Do have your logo on every page!• Do have a consistent navigational toolbar!• Don’t use low‐quality, fuzzy or stretched images• Do make sure your mission and cause is clear everywhere!
  • 39. Consistent toolbar at top of every page! Call to Action!
  • 40. Website Content Website Content Consider This C id Thi Is it simple for a visitor to understand what my  organization does to make a difference? Is it easy for a visitor to find ways to support my  organization s work? organization’s work? Can a visitor quickly take action once they’ve  decided to?
  • 41. Website Usability Website Usability Usability is a necessary condition for website’s  y ysurvival. If a website is difficult to use or navigate,  people leave.  Is your website usable?  Quick and easy to navigate Quick and easy to navigate  Efficient to use   Allows rapid recovery from errors p y  Provides an enjoyable, informative experience
  • 42. Website Usability Website UsabilityTop 10 Reasons Visitors Want to Return to Your Site: Easy navigation (74%) Quick download time (65%) Frequently Updated information (58%) Content Quality (57%) Content Quantity (30%) Q y( ) Content Organization (40%) Prompt Customer Service (40%) Website Search Tools (25%) Website Search Tools (25%) Layout of Homepage (20%) Enjoyment (19%)
  • 43. Website Usability Website UsabilityTips:‐ Create obvious and simple interface.‐ Create ‘easy to read’ paragraphs, not using small text or font size.‐ Utilize fast, downloadable pages—visitors hate to wait. ‐ Avoid hidden navigation; visitors need to know where and what to click to find the info they want!
  • 44. Website Content Website Content Content is the best search engine optimization  tool—and the reason people visit your page! tool and the reason people visit your page! Provide timely, updated information   y, p  Have links that are live and active Copy and accompanying graphics should be compelling and  useful  Content should not compete side‐by‐side for visitor’s  attention 
  • 45. Website Content b Create ways to engage with your audience and supporters (from donors and volunteers!) Make sure it is easy to “Donate Now” y Offer a place to sign up for your e newsletter! Offer a place to sign‐up for your e‐newsletter!
  • 46. Audience Engagement LinksDonate Now + Different Ways to Give!
  • 47. Multimedia Sharing M lti di Sh i‐ Share audio, video and images directly on your website or blog!‐Ex. Boost interest with before/after footage of a project; highlight testimonials with a video; create educational videos for kids
  • 48. Measuring Your Results g
  • 49. MeasurementGoogle AnalyticsGoogle Analytics ‐ Track your websites visitors and see where they are coming from (social media, e‐newsletter, dif. website) i f ( i l di l tt dif b it ) ‐ See what pages of your website visitors are viewing; compare and contrast effectiveness! ‐ Helps determine what changes (content/updates) Helps determine what changes (content/updates) to make in order to improve effectiveness!
  • 50. Ex. Google  g Analytics Insight Page
  • 51. Research Your SEO R hY SEO• Register with social media and web site search  h l d d b h engines – Google Alerts g – SocialMention – Technorati – Mashable – Digg • Conduct searches regularly Copyright© 2012
  • 52. Reports• Review reports from platforms Review reports from platforms• Facebook Insights develop metrics around your  content• Gather data from the IT Department or the company  that handles your web site y• If you don’t already have Google Analytics on your  web site, get it!• Review the details to measure your success Copyright© 2012
  • 53. Facebook Insights (Ex.)Facebook Insights (Ex ) Copyright© 2012
  • 54. Now What?  Now What? The Take‐Home Checklist  Do I regularly review my website statistics? Do I have a clear idea of what an online conversion is for my  y organization?  Have I updated my website in the last week/month?  Do I have a strategy for growing my web presence? Do I have a strategy for growing my web presence?  Does my website accurately reflect my brand?  Am I soliciting user feedback?  What user feedback have I heard lately?  h f db k h h dl l
  • 55. What can we do for you? What can we do for you?DNA provides full‐service assistance for all of your online communications, from website your online communications, from websiterecommendations, and electronic newsletter programs to social media strategies. We will programs to social media strategies. We willwork with you in a variety of ways to enhance your online presence!your online presence! Copyright© 2012
  • 56. Full Service Social Media Planning Full Service Social Media Planning & Implementation  p • DNA will serve as your social media liaison and DNA will serve as your social media liaison and  provide your organization with regular updates,  training workshops and maintenance for each of  g p your social media platforms. For details on this  option, please call 864‐235‐0959 ext. 1.  Copyright© 2012
  • 57. Need Help? Need Help?Call DNA for the development of your strategic  social media plan or hands‐on workshop  training DNA Creative Communications DNA Creative Communications 864‐235‐0959 dana@dnacc.com www.dnacc.com Copyright© 2012