Tools and Tactics of Online Marketing


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Best practices for the top five social media platforms - Twitter, Linkedin, Pinterest, Facebook, & video platforms like Youtube and Vimeo. Also features some tips for blogging & SEO.

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  • Strategies & tactics encompass the learning and use of tools and providing the time to reach the goals.
  • Still #1 because it’s the best at engaging audience
  • Example – of buttons – 111x74
  • Tweets are the new press release A well-maintained Twitter presence can help frame your organization and its leaders as major players
  • Hashtags will help you follow conversationsLists will help you listen to key conversationalists *** EXERCISE *** Find a conversationalist with a hashtagWhat topics are important to your cause? Do a search in Twitter for that topic
  • Why your nonprofit needs to stop ignoring linkedin
  • Why your nonprofit needs to stop ignoring linkedin
  • To engage and create advocates
  • Follow and share the way you would on Facebook
  • Follow the prompts
  • Follow the prompts
  • Quick tour of your profile page Follow and share the way you would on Facebook - status updates and links
  • #2 – for example if you sell shoes, post a pic of someone jogging with tips about running#3 - rather than maintaining a single board devoted to one topicGood example – modcloth, bethkanter5 – increases engagement
  • Every one of these platforms can some how host a video.
  • Tools and Tactics of Online Marketing

    1. 1. Tools and Tactics of Online Marketing Marissa Wasseluk New Media Associate Community Media Workshop
    2. 2. The Top 5
    3. 3. Social Media Planning: Technology &Tactics• Identify the tools needed to communicate, engage and measure your success.• Identify how the tools will be used.
    4. 4. Key Strategies: Nurturing Investing Tools & Time A Community: Building authority Sustainability strategy: Allowing supporters to help each other Energizing Supporters strategy: Rallying key supporters towards an action or cause tools Conversing & Buzz strategy: Building relationships by creating and participating in conversations--direct engagementListening & Monitoring strategy:Collecting info and insights through conversations time
    5. 5. Facebookcommunity platform push & pull
    6. 6. What you should bedoing on Facebook
    7. 7. 1. Allow more then one administrator 2. Open the space to your fans3. Create unique experiences for your fans 4. Use Facebook Ads & other tools5. Introduce and provide context to content you share 6. Communicate visually
    8. 8. Optimizing Timeline• Branding – Custom cover and tabs• Favoriting• Bookmarking
    9. 9. Twitter Listen & monitorTweet speaks to all Follow & shareImmediate & wide
    10. 10. anatomyof a tweetRT @knightfdn: 20+ reasons why investing in#journalism&#media creates lasting change
    11. 11. What you should be doing on Twitter
    12. 12. 1. Create a personable avatar and profile 2. Use hashtags but make them short 3. Search, Listen & Follow4. Retweet relevant tweets to your followers 5. Always reply to tweets directed to you 6. Create lists
    13. 13. LinkedinConnects corporate donors to your causeA new and different social channelthat provides new opportunities of exposure!
    14. 14. The Importance of Linkedin• Puts your nonprofit in front of new donors• Connects corporate donors to your cause• A new and different social channel that provides new opportunities of exposure!
    15. 15. What you should be doing on Linkedin
    16. 16. Linkedin Best Practice:• Build your presence – Create and claim your organization’s page – Have all employees, board members, and volunteers link to it in their individual profiles • Follow and share your company page
    17. 17. Your Organizational Page• Creating your page – What you’ll need • A Linkedin Account • An company-owned e-mail domain • Your organization logo • A 4-line organization overview / mission statement (preferably containing an “ask”)
    18. 18. Your Organizational Page• Creating your page
    19. 19. Your Organizational Page
    20. 20. Your Organizational Page
    21. 21. Your Organizational Page
    22. 22. Your Organizational Page• Optimizing your page – Take advantage of all social features • (edit your settings to connect) • Connect to twitter (#in) • Show your blog posts – Keep it as professional and complete as possible • Logo, description, website link, put yourself in the correct category
    23. 23. It All Comes Back to You!• Create an InMap to view where your connections are –• Make sure your connections see how you’re connected to your org and other orgs. – Add volunteer work & causes!
    24. 24. Linkedin Best Practice:• Treat Linkedin like Facebook (but you know, with that air of professionalism)• Have a clear heading and succinct summary
    25. 25. What you should be doing onPinterest
    26. 26. 1. Think Visually 2.Promote more than products. Post news and tips for a variety.3. Create at least a few boards that cover a broad range of interests 4. Add a “Pin it” button to your site 5. Add a contributors button to your board
    27. 27. AddingVideo
    28. 28. Why Video
    29. 29. What you should bedoing with your Blog
    30. 30. 1. Read other blogs and link 2. Respond to other blogs or comment 3. Create conversations based on four basic goals 4. Be inclusive 5. Share your posts across platforms6. Be timely and always appropriately tag and categorize your stories
    31. 31. SEO (search engine optimization) strategies• Content: Consistent and often• Links: Relative content and networks• Keywords: Add tags, keywords and metadata• Organized: Clean architecture• References and views: Be transparent
    32. 32. Q+Adiscussion