Assessment 2.0Taking stock of your online environment
Strategic Plan MarketBrand Mission Share Vision Role
Website Support System Technical Platform Human Capital In-house Team Basic Blog Consultant Enterprise Agency Support WYSIWYG (Drupal/Joomla
AudienceWho are they?
Audience Research – Surveys , Widgets, Focus Groups Needs – Health Information, Grants, Entertainment, Food, Emotion, Shelter, Family, Community, Transportation, Spiritual, Religious
StrategyWhat’s the game plan?Hint: Think content and timing
Fresh and engaging content
Updates versus timelines
Pick your tools carefully…
ToolsStratify – Web portals, microsites,sign-up formsGeo-target – QR codes, direct mail,out-of-home visibility
ToolsEmail Marketing Service Providers – ESPs Mail ChimpConstant Contact iContact
Tools• Social Media• Geo-Location (Four-Square) – Digital Invite Platforms, (Evite) – Facebook, Twitter, LinkedIn, YouTube , Vimeo• Mobile – SMS Text 910-35 “Breaking News: DC Cancer Consortium…”• Kindred URLs and third-party aggregators , such as “Network for Good”• Direct mail – QR codes, Bookmark directions QR “Quick Response” Codes
Multiple Choice Pop Quiz• Match the social media tool with the audience a. Pinterest1. Hispanic Women 35-54 b. Twitter2. Women, 18-24 c. Facebook3. Reporters 25 – 45 d. Tumblr4. Teenagers 15-19 e. LinkedIn
Tests• Widgets – Surveys, Contests on the website, social media• Email, Newsletters, e-Alerts• Skype Focus Groups• Webinars• Meetings –Conferences• A/B Testing (Text links, bit.ly links, direct mail/landing page, Out-of-Home QR codes)
ReviewsHow do you spell website traffic success? -Benchmarking -Website traffic scorecards - The bottom line (evenue)
Internet Marketing: Be Flexible, Realistic• Assess the website and stage of organizational development• Determine the best tools to use for audience, strategy• Use 3-6 tactics to increase website traffic over six months• Determine how you will measure outcomes and continue to build upon your efforts.
Resources• The Non-Profit Guide to Internet Marketing. Toolkit by the New York Law Help Consortium, 2011. www.lawhelp.org• Hubspot www.hubspot.com - Offers white papers about driving website traffic.• Hootsuite University www.hootsuite.com. Helps organize and stratify audience messages for various social media platforms (Facebook, LinkedIn, Twitter)• Google Analytics www.google.com/analytics - Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website.