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Online Marketing for Non Profits

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Content of a workshop for NGOs at the Indian School of Business conducted by Ohana Media - introducing online marketing concepts.

Content of a workshop for NGOs at the Indian School of Business conducted by Ohana Media - introducing online marketing concepts.

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    Online Marketing for Non Profits Online Marketing for Non Profits Presentation Transcript

    • Online Marketing For Social Enterprises
      Shameek Chakravarty
      Ohana Media
      http://www.ohana-media.com
    • Why Online Marketing ?
      The Sneezers are Online
      Cross Geographic Boundaries
      Measurable
      Cost-effective (?)
    • The Moving Pieces
    • Nailing down your Objectives
    • Building Awareness
    • Building Awareness
      Where should you focus if your objective is to build awareness ?
      Which segment would you prioritize – active info-seekers of passive interested ?
    • Driving Action
    • Advancing Engagement
    • Owned Media v/s Paid Media v/s Earned Media
    • Diving Deeper
    • Website/Content
      Keep your content fresh. Enlist your supporters for creating content. Should you use a content management system ?
      Mix content of various types – text, video, photos, pdfs, ppts, audio. Why?
      Call to Action should be clear on the site – Donate Online/Pledge etc.
      Syndicate, syndicate, syndicate – Where?
    • Website/Content
      Check Search Engine Friendliness of your website - www.searchohana.com
      Make it a 2 way conversation. Make it personal. Make it easy to share
      Web Analytics Tools – Google Analytics***
      Choosing the right hosting provider.
    • Search
      Paid V/s Natural. Pros and Cons?
      Natural Search – On-site & Off-site Optimization
      Keyword Research – relevant keywords with high volume and low competition
    • Search
      Press Releases
      Google Trends – www.google.com/trends
      Google Keyword Suggest Tool –
      https://adwords.google.com/select/KeywordToolExternal
    • Display
      Branding v/s Direct Marketing
      Direct Media Buys v/s Ad Networks
      Examples of organizations including display extensively – worldvision.in
    • Email
      Highly Effective
      Auto-responders
      Obtaining Permission - Create an opt-in database****
      Segmenting and maintaining your list
      Newsletters, announcements, promotions, action programs
      Email Marketing Tools – e.g. mailchimp.com
    • Social Media
      Facebook – pages or groups ?
      Facebook – Causes App - http://apps.facebook.com/causes/
      Twitter – how important is it in India ?
      Youtube
      Slide-share
      Blogs
    • Social Media
      Social Media Ads – e.g. FB Ads
      Event-related websites
      1 viral can take your campaign to the next level
    • Leveraging Free Ad Space
      Many aggregrators or inventory providers are not able to always sell 100% of their inventory
      Inventory is perishable
      Instead of showing blank ad spaces, default public service ads are shown
    • Leveraging Free Ad Space
      Action point: Contact ad space owners ( large publishers or aggregators) and ask about Public Service Ads.
      Apply for a Google Grant – www.google.com/grants - mayb need to be a 501 c(3)
      Youtube Non profits program -http://www.youtube.com/nonprofits – available only for US/UK/Canada/Aus
      501 c(3) Non profits can also use Ad Council – adcouncil.org
    • Questions ?