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YJLC Online Strategy for Nonprofits Presentation
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YJLC Online Strategy for Nonprofits Presentation

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Young Jewish Leadership Council of Boston presentation on online marketing strategy for non profits focusing on search engine optimization (SEO), pay per click (PPC) advertising, lead generation & …

Young Jewish Leadership Council of Boston presentation on online marketing strategy for non profits focusing on search engine optimization (SEO), pay per click (PPC) advertising, lead generation & social networking from Boston SEO Josh Fialkoff.

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Transcript

  • 1. LEADERSHIP IN THE DIGITAL AGE
  • 2. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoals
  • 3. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?
  • 4. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members
  • 5. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members•Recruit more donors
  • 6. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members•Recruit more donors•Strengthen bonds/belonging from existing network
  • 7. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members•Recruit more donors•Strengthen bonds/belonging from existing network•Get recognition for your org’s good work
  • 8. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members•Recruit more donors•Strengthen bonds/belonging from existing network•Get recognition for your org’s good work•Forge alliances with other groups who share a tenet ofyour mission (i.e., feeding the hungry)
  • 9. HOW THE WEB CAN HELP YOUR ORG
  • 10. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility
  • 11. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility • Search engines
  • 12. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility • Search engines • Social networks
  • 13. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility • Search engines • Social networks •Jewish Boston/community sites
  • 14. HOW THE WEB CAN HELP YOUR ORG
  • 15. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org
  • 16. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org• Share successes (brag!)
  • 17. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org• Share successes (brag!)• Illustrate the problem (articles, testimonials, etc)
  • 18. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org• Share successes (brag!)• Illustrate the problem (articles, testimonials, etc)• Develop dialogs with constituents—listen better
  • 19. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org• Share successes (brag!)• Illustrate the problem (articles, testimonials, etc)• Develop dialogs with constituents—listen better• Bonus: Free research on how people view your org
  • 20. HOW PEOPLE FIND YOU ONLINE
  • 21. HOW PEOPLE FIND YOU ONLINE• Search engines
  • 22. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)
  • 23. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)•Social networks
  • 24. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)•Social networks •10% of all online time spent on Facebook
  • 25. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)•Social networks •10% of all online time spent on Facebook•Email
  • 26. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)•Social networks •10% of all online time spent on Facebook•Email •Still the #1 activity people do online
  • 27. Search EnginesShow up higher on Google for strategic
  • 28. SEARCH ENGINES: “ORGANIC” LISTINGS
  • 29. SEO: HOW DOES GOOGLE DECIDE?• Rankings earned— NOT bought!• Long-term branding endeavors• Secret formula (like Coke!)
  • 30. PPC: PAY PER CLICK (PPC) OVERVIEW
  • 31. PPC: PAY PER CLICK (PPC) OVERVIEW• Charged ONLY when people click on ads• Quick fix to increase online presence• “Quality Score” determines price, position• Measurable, accountable
  • 32. Web Analytics:Free research on what works and what’s a
  • 33. WEB ANALYTICS: BENEFITS• Understand how users interact with site• Determine which pages are most popular• See how users find out about site - Search engines - Keywords - Referring sites• Find out which organizations users are from• Intelligence about how prospects view your org
  • 34. WhereWEB ANALYTICS: SEE VISITOR LOCATIONS View by: • State • City/Town
  • 35. WEB ANALYTICS: WHERE LEADS LEAVE SALES FUNNEL Spotweaknesses in message, presentation
  • 36. What is success?And how do we measure it?
  • 37. Success =Conversions
  • 38. No, not those kinds of conversions…
  • 39. Conversions Completion of actionsshowing deeper interest/ engagement in your organization
  • 40. Not leavingViewing more pages, longerRegisteringReturning a lotFollowing/friendingCommenting on contentSubscribing to a feedPosting contentJoining/Volunteering/Donating
  • 41. Goal: Move people down the funnel(i.e., get people more engaged)
  • 42. MeasureHow many progress how far downengagement funnel
  • 43. Social NetworksGet your fans to do your marketing for you
  • 44. SOCIAL NETWORKING: OVERVIEW• Communicate directly with peers, prospects,donors• Viral marketing: friends tell friends• Low barrier to entry• Perfect for young people
  • 45. SOCIAL NETWORKING Facebook became the largest worldwidesocial network in mid 2008. Adults largest growth segment. Twitter is a way to express thought leadership in 140 characters or less. In 2008, Twitter grew at a rate of 752%. LinkedIn is a tool designed for businesspeople to network. Idea: sixdegrees of separation. Connect with friends of friends.
  • 46. Email marketingNot sexy, but it works
  • 47. WHAT YOU NEED TO KNOW ABOUT EMAIL
  • 48. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam!
  • 49. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam! • 97% of ALL email is spam
  • 50. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam! • 97% of ALL email is spam • Do whatever you can to not get banished
  • 51. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam! • 97% of ALL email is spam • Do whatever you can to not get banished• We all get inundated with email
  • 52. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam! • 97% of ALL email is spam • Do whatever you can to not get banished• We all get inundated with email • Send your messages when your audience is receptive (i.e., not on Friday night!)
  • 53. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam! • 97% of ALL email is spam • Do whatever you can to not get banished• We all get inundated with email • Send your messages when your audience is receptive (i.e., not on Friday night!) • Test subject lines, mix of text/graphics, update frequency