Web and e-Marketing Making the Best of Your Digital Presence DMAW Association Day 2009 Presented by Elizabeth Weaver Engel, CAE, Director of Marketing & Sponsorship National Association of Children’s Hospitals and Related Institutions (NACHRI) and Caroline H. Fuchs, CAE, Director of Marketing & Communications SmithBucklin Corporation

50-Year Respected Authority Mission: To promote, support and protect natural, safe and healthy birth through education and advocacy Six Lamaze Healthy Birth Practices – grounded in evidence and in language that resonates with consumers

Key Audiences Emma Educator Childbirth Educators and Maternal Health Professionals Carmen Consumer Women and their families

Emma Educator

Childbirth Educators and Maternal Health Professionals

Join our online community

Also on Lamaze Web site where they are the most visited pages

Building an Online Team Web Site and Social Media Build a team that analyzes information/metrics, communicates shared messages, and implements with immediacy Utilize listening tools and metrics for evaluation Identify team members Create the supporting system

Build a team that analyzes information/metrics, communicates shared messages, and implements with immediacy

Utilize listening tools and metrics for evaluation

Identify team members

Create the supporting system

Online Team Tasked with strategizing, executing, and stewarding social media initiatives Roles Listening/Sharing—who’s talking, what’s being said, and who knows? Education/Evangelism Learning—product development, customer support, message creation Participating and Engaging

Tasked with strategizing, executing, and stewarding social media initiatives

Roles

Listening/Sharing—who’s talking, what’s being said, and who knows?

Education/Evangelism

Learning—product development, customer support, message creation

Participating and Engaging

Listening Build a Dashboard Google Alerts Twitter Search Technorati TweetBeep Backtype

Build a Dashboard

Google Alerts

Twitter Search

Technorati

TweetBeep

Backtype

Lamaze Videos Mommy Blogger

Lamaze Consumer Outreach 2008-2010 Lamaze International Strategic Goals for Education and Information To serve as the contemporary, credible source of education and information for birthing mothers using emerging, traditional and culturally sensitive methods of communication Expand Childbirth education venues—online, doctors offices, fitness etc. Online outreach, interaction, resources Lamaze educational content online – Ask an Expert Weekly pregnancy e-newsletter Targeted professional and consumer blogs, forums and Twitter feeds The Six Lamaze Healthy Birth Practices – via YouTube

2008-2010 Lamaze International Strategic Goals for Education and Information

To serve as the contemporary, credible source of education and information for birthing mothers using emerging, traditional and culturally sensitive methods of communication

Expand Childbirth education venues—online, doctors offices, fitness etc.

Online outreach, interaction, resources

Lamaze educational content online – Ask an Expert

Weekly pregnancy e-newsletter

Targeted professional and consumer blogs, forums and Twitter feeds

The Six Lamaze Healthy Birth Practices – via YouTube

Online Moms 35.3 million moms are online ; 36.9 million projected by 2012 78% of moms who blog review products Edelman Communications Research Study for Lamaze International, 2008

35.3 million moms are online ;

36.9 million projected by 2012

78% of moms who blog review products

Edelman Communications

Research Study for Lamaze International, 2008

Consumer Outreach Social Media Strategy Outpost Strategy Go to where the target audience is having the conversation Become part of the dialogue Drive target audience back to the Lamaze Web site for additional information and access to resources Build a following

Outpost Strategy

Go to where the target audience is having the conversation

Become part of the dialogue

Drive target audience back to the Lamaze Web site for additional information and access to resources

Build a following

Lamaze Videos Mommy Blogger

Velveteen Mind Blog

Lamaze Next Steps Pragmatically Build a Team Develop a listing dashboard Identify the staff lead and team members Schedule regular interactions Share information Evaluate

Pragmatically Build a Team

Develop a listing dashboard

Identify the staff lead and team members

Schedule regular interactions

Share information

Evaluate

Case Study 1: Speak Now for Kids www.speaknowforkids.org @speaknowforkids

Campaign Background Health Care Reform Kids’ needs being ignored 5 weeks from concept to launch $100K price tag Worked with Adfero Group to launch (www.adfero.com) Maintained in-house

Health Care Reform

Kids’ needs being ignored

5 weeks from concept to launch

$100K price tag

Worked with Adfero Group to launch (www.adfero.com)

Maintained in-house

Campaign Goals Build a national grassroots community Leverage community influence and opinion to affect health reform for kids Position N.A.C.H. as a leader in and expert on kids’ needs in health care reform

Build a national grassroots community

Leverage community influence and opinion to affect health reform for kids

Position N.A.C.H. as a leader in and expert on kids’ needs in health care reform

But How? Multiple Channels Microsite Google Earth Mashup Statements of support Facebook Twitter YouTube Partnership with Working Mother Mommy blogger outreach Family Advocacy Day videos

Multiple Channels

Microsite

Google Earth Mashup

Statements of support

Facebook

Twitter

YouTube

Partnership with Working Mother

Mommy blogger outreach

Family Advocacy Day videos

www.speaknowforkids.org Campaign information Google Earth Mashup Tell a Friend, Social Media Links, etc.

Google Earth Nearly 5000 advocates

Testimonials Nearly 1000 written testimonials

Nearly 3700 Causes Supporters Over 200 Page Fans

Over 2000 Followers

The Moms

Results A community of over 11,000 champions who provided 1000 testimonials Over 3500 letters to members of Congress Earned media in Roll Call, CQ Weekly, National Journal 11.6 million media impressions

A community of over 11,000 champions who provided 1000 testimonials

Over 3500 letters to members of Congress

Earned media in Roll Call, CQ Weekly, National Journal

11.6 million media impressions

Lessons and Outcomes? Leverage a variety of online channels: drive traffic raise awareness get offline attention Children’s health care needs are on the radar of Congressional leaders Proposed legislation contains good news for kids: affordable health coverage with pediatric specific benefits.

Leverage a variety of online channels:

drive traffic

raise awareness

get offline attention

Children’s health care needs are on the radar of Congressional leaders

Proposed legislation contains good news for kids: affordable health coverage with pediatric specific benefits.

Case Study 2: Special Olympics 2008 Holiday Fundraising Campaign www.specialolympics.org

Campaign Background New client relationship – first project Highly successful direct mail program Highly successful local chapter volunteer program New brand – “Be a Fan” New web site (just prior to start of relationship)

New client relationship – first project

Highly successful direct mail program

Highly successful local chapter volunteer program

New brand – “Be a Fan”

New web site (just prior to start of relationship)

Step 1: Market Analysis Benchmarking: SOI’s own Google analytics The Convio Online Marketing Nonprofit Benchmark Index™ Study The 2008 eNonprofit Benchmarks Study (NTEN – the Nonprofit Technology Network) Other clients

Benchmarking:

SOI’s own Google analytics

The Convio Online Marketing Nonprofit Benchmark Index™ Study

The 2008 eNonprofit Benchmarks Study (NTEN – the Nonprofit Technology Network)

Other clients

Good News/Bad News Good news Lots of traffic to site Visitors spent time (they MEANT to get there) Highly recognized and respected brand BUT… Bad news Not collecting information about visitors Small email list Majority of list was totally uncultivated

Good news

Lots of traffic to site

Visitors spent time (they MEANT to get there)

Highly recognized and respected brand

BUT…

Bad news

Not collecting information about visitors

Small email list

Majority of list was totally uncultivated

Other Findings Higher average gift BUT more dependent on year end giving (higher %) Donors identified with mission (rather than necessarily knowing a special needs individual personally) Donors mostly didn’t volunteer and volunteers mostly didn’t donate

Higher average gift

BUT more dependent on year end giving (higher %)

Donors identified with mission (rather than necessarily knowing a special needs individual personally)

Donors mostly didn’t volunteer and volunteers mostly didn’t donate

Campaign Goals Prime the pump with pre-campaign list growth Establish the size and quality of existing email lists Test a variety of variables in email appeals Drive prospective donors to donation landing page Test a variety of variables in donation landing page RAISE MONEY!

Prime the pump with pre-campaign list growth

Establish the size and quality of existing email lists

Test a variety of variables in email appeals

Drive prospective donors to donation landing page

Test a variety of variables in donation landing page

RAISE MONEY!

But how? Pre-campaign list growth Homepage overlay Care2 Design campaign landing page donation form Weekly emails Focus on stories, faces, and roles (Team, Athlete, Coach, Volunteer) Reinforce "Be a Fan" brand in theme (Unity, Joy, Spirit, and Giving) Segment audiences Track performance and make adjustments along the way

Pre-campaign list growth

Homepage overlay

Care2

Design campaign landing page donation form

Weekly emails

Focus on stories, faces, and roles (Team, Athlete, Coach, Volunteer)

Reinforce "Be a Fan" brand in theme (Unity, Joy, Spirit, and Giving)

Segment audiences

Track performance and make adjustments along the way

Email 1 Email 4

Landing Page Initial Final

Results In less than a month, we acquired over 5000 new names Existing email lists disappointed Money raised per email increased throughout the campaign New names opened and clicked the most, but existing donors converted the most Existing donors also gave the most (total dollars and average gift)

In less than a month, we acquired over 5000 new names

Existing email lists disappointed

Money raised per email increased throughout the campaign

New names opened and clicked the most, but existing donors converted the most

Existing donors also gave the most (total dollars and average gift)

Lessons and Outcomes? Who the email was “from” made a difference More links made a difference Shorter paragraphs made a difference Persistence made a difference Swapping landing page dollar amounts made a difference KISS: Minimizing the non-donation form part of the landing page made a difference

Who the email was “from” made a difference

More links made a difference

Shorter paragraphs made a difference

Persistence made a difference

Swapping landing page dollar amounts made a difference

KISS: Minimizing the non-donation form part of the landing page made a difference

Lessons and Outcomes? Cultivation (aka an ongoing relationship) is key! Tracking, testing, and tweaking as you go are key!

Cultivation (aka an ongoing relationship) is key!

Tracking, testing, and tweaking as you go are key!

QUESTIONS AND DISCUSSION

QUESTIONS AND DISCUSSION

THANK YOU! Caroline H. Fuchs, CAE Director of Marketing & Communications SmithBucklin Corporation [email_address] Elizabeth Weaver Engel, CAE Director of Marketing & Sponsorship National Association of Children’s Hospitals and Related Institutions (NACHRI) [email_address] http://thx4playing.blogspot.com @ewengel