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Online Marketing On a Shoestring Budget

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How do you market a campaign on a shoestring budget? Check out best practices and case studies by four experts who do it every day - Katya Andresen CEO of Network for Good, Jocelyn Harmon, Director ...

How do you market a campaign on a shoestring budget? Check out best practices and case studies by four experts who do it every day - Katya Andresen CEO of Network for Good, Jocelyn Harmon, Director of Nonprofit Services for Care2, Allyson Kapin, Partner at Rad Campaign and Founder of Women Who Tech and Shireen Mitchell, Founder of Digital Sistas.

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    Online Marketing On a Shoestring Budget Online Marketing On a Shoestring Budget Presentation Transcript

    • Online Marketing on a Shoestring Budget
      Presented by:
      Katya Andresen, Network for Good
      Jocelyn Harmon, Care2
      Allyson Kapin, Rad Campaign and Women Who Tech
      Shireen Mitchell, Digital Sistas
      GrowSmartBusiness Conference
      November 5, 2010
    • What’s aShoestring Budget?
      $10K or Less
    • Top Tips for Marketing on a Shoestring Budget
      1. Define Ultimate Goals: What does success look like?
      2. Target Audiences: People who you want to reach and have a stake in the
      issue.
      3. Use Multi-Channel Marketing:
      • Online - web, email, social networks, banner ads and acquisition
      • Earned Media - print, radio, TV, online media and blogs
      • Offline - on the ground outreach, telemarketing,
      4. Provide ENGAGING Content: Hook them in 5 seconds or less.
      5. Embrace Community and be Transparent: Be a part of communities where your
      audiences hang out!
      6. Track Results and Return on Investment: What were the results?
      Was your investment worth it?
      7. Be Human: Connect with me. Talk with me NOT to me. Listen to me.
    • Technology= Red Queen’s Race
    • Online outreach is driven by people and content, not computers.
    • Targeting everyone = Targeting no one
    • MicroMARKETING
    • Drew Olanoff, Micromarketer
    • Effective messaging*
      Answers….
      Why me?
      What for?
      Why now?
      Who says?
      *The technology breaks if you skip this step!
    • A short story goes a long way!
      Teach prisoners to train puppies as service dogs
      Iraq veteran’s pup helps with his PTSD
      $230,000 raised online through story
    • Borrow, don’t build; Point, don’t create
      Social networks
      Widgets
      Blogs
      Care2
      SixDegrees
    • 1. Don’t make me think!
    • 2. Understand the 1-2 Punch
    • Landing Pages
    • Lists
    • 3. Don’t Write Crappy Copy
    • 4. Define Success & Measure
    • 5. Remember that Relationship are the Root
    • Women Who Tech Case Study
      What’s Wrong With This Picture?
    • Women Who Tech Case Study
    • Women Who Tech Case Study
      Identified the Problem: Tech conference circuit and mainstream media coverage
      focused on promoting men and ignored contributions by women in tech
      and their perspectives.
      Why is it a Problem? We create technology for the masses not for men. Technology
      must be discussed from diverse perspectives and leaders.
      The Solution: Create a virtual TeleSummit that showcased women breaking new
      ground in technology who use their tech savvy skills to transform the world
      and inspire change.
    • Women Who Tech Case Study
      Why a TeleSummit?
      Movement Building Event: Build a movement around women in tech & social media
      who want to change the status quo.
      It’s Virtual: Prominent tech leaders and participants can be a part of the TeleSummit
      from anywhere in the world.
      Cost Savings: Less expensive to produce then a conference.
      News Hook: First TeleSummit that focused on women in technology featuring
      accomplished women ranging from Arianna Huffington to RashmiSinha of
      Co-Founder of SlideShare & more.
    • Women Who Tech Case Study
      How Did I Market it for $0?
      Built a Website Aimed at Niche Audiences: Women in tech and social media who felt
      alienated in the conference circuit.
      Built an Email List: Marketed WWT mostly through online channels such as:
      • niche listservs
      • active presence on Twitter.
      • Facebook Group
      • LinkedIn Group
      • Delicious - repository of articles focusing on women in technology and the VC world.
      • Networked and built publicity partnerships with other like-minded organizations such as
      BlogHer and She’s Geeky.
    • Women Who Tech Case Study
      Additional Tactics and Tools Used
      Earned Media:
      • Built list of reporters and bloggers writing about tech, social media and innovation.
      • Networked and built relationships at events, commented on articles, talked with media on Twitter.
      • Used my own influence as a blogger for Fast Company and other outlets to write about the issues and events.
      • Leveraged speakers connections to the media to help with outreach and pitching.
    • Women Who Tech Case Study
      Provided Good Content that Resonated with Target Audiences:
      • Appeal to audiences emotions and their discontent around this issue. No one likes to be alienated or discounted.
      • Not Afraid of Controversy:
      • Great caliber of speakers – ranging from established women to up and coming rawk stars in the space!
    • Women Who Tech Case Study
      The Results:
      • Mobilized base of thousands of women who in tech and social media.
      • Sold out TeleSummit for the past three years!
      • Increase of news coverage around women in tech, social media and startups in NYT, ForbesWomen, TechCrunch, ReadWriteWeb, BlogHer, Wall Street Journal, and tons of blogs.
      • More conferences connecting to women in tech groups to help them recruit women speakers.
      • Increased collaboration among women in tech organizations.
      • Personal Note: Helped me professionally – Named One of the Most Influential Women in Tech by Fast Company and one of the top women to follow on Twitter by Forbes!
    • Questions?
    • Contact Info
      Katya Andresen: Network for Good
      Email: katya.andresen@networkforgood.org
      Twitter: @katyan4g
      Jocelyn Harmon: Care2
      Email Jocelynh@care2team.com
      Twitter: @jocelynharmon
      Allyson Kapin: Rad Campaign, Women Who Tech
      Email: Allyson@radcampaign.com
      Twitter: @womenwhotech and @radcampaign @care2frogloop
      Shireen Mitchell: DigitalSistas
      Email: digitalsista@gmail.com
      Twitter: @digitalsista