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 & social networking from Boston SEO Josh Fialkoff.

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  • YJLC Online Strategy for Nonprofits Presentation

    1. 1. LEADERSHIP IN THE DIGITAL AGE
    2. 2. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoals
    3. 3. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?
    4. 4. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members
    5. 5. LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your OrganizationsGoalsWhy?•Recruit new members & engage existing members•Recruit more donors
    6. 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. 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. 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. 9. HOW THE WEB CAN HELP YOUR ORG
    10. 10. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility
    11. 11. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility • Search engines
    12. 12. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility • Search engines • Social networks
    13. 13. HOW THE WEB CAN HELP YOUR ORG•Enhance your visibility • Search engines • Social networks •Jewish Boston/community sites
    14. 14. HOW THE WEB CAN HELP YOUR ORG
    15. 15. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org
    16. 16. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org• Share successes (brag!)
    17. 17. HOW THE WEB CAN HELP YOUR ORG• Get people engaged in your org• Share successes (brag!)• Illustrate the problem (articles, testimonials, etc)
    18. 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. 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. 20. HOW PEOPLE FIND YOU ONLINE
    21. 21. HOW PEOPLE FIND YOU ONLINE• Search engines
    22. 22. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)
    23. 23. HOW PEOPLE FIND YOU ONLINE• Search engines •Half of all Web visits start at a search engine (mostly Google)•Social networks
    24. 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. 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. 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. 27. Search EnginesShow up higher on Google for strategic
    28. 28. SEARCH ENGINES: “ORGANIC” LISTINGS
    29. 29. SEO: HOW DOES GOOGLE DECIDE?• Rankings earned— NOT bought!• Long-term branding endeavors• Secret formula (like Coke!)
    30. 30. PPC: PAY PER CLICK (PPC) OVERVIEW
    31. 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. 32. Web Analytics:Free research on what works and what’s a
    33. 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. 34. WhereWEB ANALYTICS: SEE VISITOR LOCATIONS View by: • State • City/Town
    35. 35. WEB ANALYTICS: WHERE LEADS LEAVE SALES FUNNEL Spotweaknesses in message, presentation
    36. 36. What is success?And how do we measure it?
    37. 37. Success =Conversions
    38. 38. No, not those kinds of conversions…
    39. 39. Conversions Completion of actionsshowing deeper interest/ engagement in your organization
    40. 40. Not leavingViewing more pages, longerRegisteringReturning a lotFollowing/friendingCommenting on contentSubscribing to a feedPosting contentJoining/Volunteering/Donating
    41. 41. Goal: Move people down the funnel(i.e., get people more engaged)
    42. 42. MeasureHow many progress how far downengagement funnel
    43. 43. Social NetworksGet your fans to do your marketing for you
    44. 44. SOCIAL NETWORKING: OVERVIEW• Communicate directly with peers, prospects,donors• Viral marketing: friends tell friends• Low barrier to entry• Perfect for young people
    45. 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. 46. Email marketingNot sexy, but it works
    47. 47. WHAT YOU NEED TO KNOW ABOUT EMAIL
    48. 48. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam!
    49. 49. WHAT YOU NEED TO KNOW ABOUT EMAIL• The biggest threat to your message: Spam! • 97% of ALL email is spam
    50. 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. 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. 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. 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

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