Thriving and Surviving in Uncertain Times:  Digital Marketing Techniques for Non-Profits Sponsored by the  Council of Publ...
DIGITAL 2.0 TOOLS TO ENHANCE & EXPAND REACH
Resources <ul><li>Joel Richman, PAN Communications </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com /xylem ...
Holiday 2008 Campaigns
Social Media Advantages <ul><li>Reach supporters when they’re interested, on their terms. </li></ul><ul><li>Reach younger/...
Considerations <ul><li>Determine what’s right for your organization  – survey existing base about their social media use. ...
USA Digital Media <ul><li>Primary Goals: </li></ul><ul><ul><li>Energize & Connect Our Current Network </li></ul></ul><ul><...
Session Take-Aways <ul><li>Know your goals  and tailor digital tools to those goals – fundraising, board development, volu...
<ul><ul><li>Tool for short (140 character) communications with “followers”  </li></ul></ul><ul><ul><li>Watch who your foll...
Twitter, Cont.
More Twitter  How to build your network  <ul><li>Sign Up and Dive In! </li></ul><ul><li>Follow People </li></ul><ul><ul><l...
FACEBOOK <ul><li>What is it? </li></ul><ul><li>Social networking service that lets you connect with friends, co-workers, a...
Facebook, Cont. <ul><li>Viral, potential to get in front of a huge audience – 132 million users </li></ul><ul><li>Great fo...
More Facebook  <ul><ul><li>Pages </li></ul></ul><ul><ul><ul><li>Include link to Website, Org. overview, causes, news & blo...
Search Optimization (huh?) <ul><li>Method of creating content optimized for web search: </li></ul><ul><li>Top of Search = ...
Search Optimization Cont.  74% of journalists and bloggers use Google or blog search
SEO on the fly  <ul><li>The story must be interesting and relevant </li></ul><ul><ul><li>Start before the press release ge...
More SEO  <ul><li>Understand your target audience </li></ul><ul><li>Speak audience’s language rather than your org’s  </li...
SEO (almost done)  <ul><li>Tools you can use to determine the variation of keywords: </li></ul><ul><ul><li>Google Adwords ...
SEO (fini!)  <ul><li>Focus on 2 to 3 relevant search terms that your audience is likely to use </li></ul><ul><li>Average s...
<ul><li>There are nearly 4 billion mobile phone subscribers </li></ul><ul><li>More than half of mobile subscribers use SMS...
Nonprofits leverage mobile marketing in a variety of ways. <ul><li>Fundraising </li></ul><ul><li>Advocacy </li></ul><ul><l...
Nonprofit Mobile Marketing Campaigns <ul><li>Consumers text in healthcare views  </li></ul><ul><li>Texts posted live on gi...
Nonprofit Mobile Marketing Resources <ul><li>mGive Social marketing company that helps nonprofits utilize mobile technolog...
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Boston Workshop: Jan. 14, 2009: Digital 2.0 Tools to Enhance & Expand Your Reach

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Presented by Joel Richman (PAN Communications), Scott Beaudoin (MS&L), Richard Greif (Everybody Wins! USA) and Laura Tomasetti (360PR).

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  • Boston Workshop: Jan. 14, 2009: Digital 2.0 Tools to Enhance & Expand Your Reach

    1. 1. Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits Sponsored by the Council of Public Relations Firms Boston January 14, 2009
    2. 2. DIGITAL 2.0 TOOLS TO ENHANCE & EXPAND REACH
    3. 3. Resources <ul><li>Joel Richman, PAN Communications </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com /xylem </li></ul><ul><li>Facebook: Joel Richman </li></ul><ul><li>www.linkedin.com/joelrichman </li></ul><ul><li>www.prspeak.com </li></ul><ul><li>Richard Greif, Everybody Wins! USA </li></ul><ul><li>[email_address] </li></ul><ul><li>http:// everybodywins.typepad.com / </li></ul><ul><li>www.linkedin.com/richgreif </li></ul><ul><li>Scott Beaudoin, MS&L </li></ul><ul><li>[email_address] </li></ul><ul><li>http://tinyurl.com/sb-facebook </li></ul><ul><li>http:// prfinishline.blogspot.com </li></ul><ul><li>Laura Tomasetti, 360PR </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com/Laura360 </li></ul><ul><li>www.360prblog.com </li></ul>
    4. 4. Holiday 2008 Campaigns
    5. 5. Social Media Advantages <ul><li>Reach supporters when they’re interested, on their terms. </li></ul><ul><li>Reach younger/new generation of supporters. </li></ul><ul><li>Opportunity for immediate engagement. </li></ul><ul><li>Save on hard copy mailings. </li></ul><ul><li>Track and measure more immediately. </li></ul>
    6. 6. Considerations <ul><li>Determine what’s right for your organization – survey existing base about their social media use. </li></ul><ul><li>Prioritize – don’t try to do everything at once; consider a stepped approach, evaluate & build. </li></ul><ul><li>Resources – determine who will own, allocate the time. </li></ul><ul><li>Set guidelines for interaction. </li></ul><ul><li>Integrate social media activity with other development & communications. </li></ul>
    7. 7. USA Digital Media <ul><li>Primary Goals: </li></ul><ul><ul><li>Energize & Connect Our Current Network </li></ul></ul><ul><ul><li>Develop Potential Board, Advisors & Partner Contacts </li></ul></ul><ul><ul><li>Build Network of Supporters </li></ul></ul><ul><li>Secondary Goals: </li></ul><ul><ul><li>Increase General Public Awareness </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><li>Digital 1.0 tools: Website, Blog, Enewsletter </li></ul><ul><li>Digital 2.0 tools: LinkedIn, YouTube, Facebook </li></ul>
    8. 8. Session Take-Aways <ul><li>Know your goals and tailor digital tools to those goals – fundraising, board development, volunteer or partner recruitment. </li></ul><ul><li>Prioritize – you most likely can’t (or shouldn’t) use every tool; do what’s right for your organization, evaluate and build. </li></ul><ul><li>Quality of interaction is often more important than quantity. </li></ul><ul><li>Link social media tools to content from your website, blog, e-newsletter and refresh often. </li></ul><ul><li>Integrate social media activity with other development and communications. </li></ul>
    9. 9. <ul><ul><li>Tool for short (140 character) communications with “followers” </li></ul></ul><ul><ul><li>Watch who your followers track & vice versa </li></ul></ul><ul><ul><li>Value in discovery, community engagement (instant focus group!) and sharing information </li></ul></ul><ul><ul><li>One of a few Web 2.0 tools to really break into the mainstream: +/- 4.5 million users* </li></ul></ul><ul><ul><li>*Compete.com </li></ul></ul>TWITTER! What is it?
    10. 10. Twitter, Cont.
    11. 11. More Twitter How to build your network <ul><li>Sign Up and Dive In! </li></ul><ul><li>Follow People </li></ul><ul><ul><li>Twellow.com – Twitter Yellow Pages </li></ul></ul><ul><li>Find Influencers </li></ul><ul><ul><li>Twitter.grader.com </li></ul></ul><ul><ul><ul><li>Search by person’s Twitter username, search for “elite” by geography and keywords </li></ul></ul></ul><ul><ul><ul><li>Identify influencers based on their following/follower ratio, number of Re-tweets, etc. </li></ul></ul></ul>
    12. 12. FACEBOOK <ul><li>What is it? </li></ul><ul><li>Social networking service that lets you connect with friends, co-workers, and others who share similar interests and/or common backgrounds. </li></ul><ul><li>Join networks organized by city, workplace, school, and region to connect and interact with other people. </li></ul><ul><li>People add friends and send them messages, update their personal profile to notify friends about themselves or their organizations. </li></ul><ul><li>Massive mainstream adoption – currently has more than 130 million active users worldwide. </li></ul>
    13. 13. Facebook, Cont. <ul><li>Viral, potential to get in front of a huge audience – 132 million users </li></ul><ul><li>Great for promotion; showcase an event you want to let people know about </li></ul><ul><li>According to Forrester analyst Jeremiah Owyang: Facebook provides targeted advertising unlike we’ve ever seen before, the ability to provide messages segmented by location, gender, and or preference gives the ability to accurately market effectively </li></ul><ul><li>Some, like former Forrester analyst Charlene Li, believe that Facebook could surpass Google in terms of search. Eventually, we may just go to Facebook to poll our friends or ask a question for a more direct answer. </li></ul>Value to Non-profits
    14. 14. More Facebook <ul><ul><li>Pages </li></ul></ul><ul><ul><ul><li>Include link to Website, Org. overview, causes, news & blog feed, YouTube videos </li></ul></ul></ul><ul><ul><ul><li>People become fans – ex. dog rescue, homelessness, etc. </li></ul></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><ul><li>Have a purpose </li></ul></ul></ul><ul><ul><ul><li>Interactive, creative – members can add video, photos, comments </li></ul></ul></ul><ul><ul><li>Questions &Polls </li></ul></ul><ul><ul><ul><li>Application you can download and then pose questions to your audience </li></ul></ul></ul><ul><ul><ul><li>Scour page </li></ul></ul></ul>How Nonprofits can use Facebook
    15. 15. Search Optimization (huh?) <ul><li>Method of creating content optimized for web search: </li></ul><ul><li>Top of Search = Top of Mind. </li></ul>What is it? Think of search as “home page.”
    16. 16. Search Optimization Cont. 74% of journalists and bloggers use Google or blog search
    17. 17. SEO on the fly <ul><li>The story must be interesting and relevant </li></ul><ul><ul><li>Start before the press release gets crafted </li></ul></ul><ul><ul><li>Who cares about this story? </li></ul></ul><ul><ul><li>Who does it help? </li></ul></ul>
    18. 18. More SEO <ul><li>Understand your target audience </li></ul><ul><li>Speak audience’s language rather than your org’s </li></ul><ul><li>“ Couch” instead of “Sofa” </li></ul>2. Research the words your audiences use for search
    19. 19. SEO (almost done) <ul><li>Tools you can use to determine the variation of keywords: </li></ul><ul><ul><li>Google Adwords Keyword Tool </li></ul></ul><ul><ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul></ul><ul><ul><li>Google Trends </li></ul></ul><ul><ul><ul><li>http://www.google.com/trends </li></ul></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><ul><li>http://www.google.com/analytics </li></ul></ul></ul>Search Research, cont.
    20. 20. SEO (fini!) <ul><li>Focus on 2 to 3 relevant search terms that your audience is likely to use </li></ul><ul><li>Average search term is 2-3 words long, so use 2-word and 3-word phrases </li></ul><ul><li>Include these terms throughout release – focus on first 100 words (headline and lead paragraph) </li></ul><ul><li>Add hyperlinks: help people find interesting, related content </li></ul><ul><li>Use social media so readers pass it on: Twitter, Facebook, blogs and LinkedIn groups </li></ul>Use the Keywords in releases & widely distribute
    21. 21. <ul><li>There are nearly 4 billion mobile phone subscribers </li></ul><ul><li>More than half of mobile subscribers use SMS (text) each month </li></ul>Mobile Marketing How do we use wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program to create awareness and raise funds? <ul><li>Mobile giving outperformed online giving in first year ($300K vs. $500K) </li></ul><ul><ul><li>1997 – Online – $300K </li></ul></ul><ul><ul><li>2008 – Mobile – $500K </li></ul></ul><ul><ul><li>2009 – Mobile – $5M projected </li></ul></ul><ul><li>50% of giving ($10M) occurs online </li></ul><ul><li>Mobile Giving Benefits </li></ul><ul><ul><li>Larger audience </li></ul></ul><ul><ul><li>Opportunity for constant communications </li></ul></ul><ul><ul><li>No credit card required </li></ul></ul>
    22. 22. Nonprofits leverage mobile marketing in a variety of ways. <ul><li>Fundraising </li></ul><ul><li>Advocacy </li></ul><ul><li>Raising Awareness </li></ul><ul><li>Communications </li></ul><ul><li>Recruiting/Volunteer Engagement </li></ul><ul><li>Research </li></ul>
    23. 23. Nonprofit Mobile Marketing Campaigns <ul><li>Consumers text in healthcare views </li></ul><ul><li>Texts posted live on giant screen near Capitol building </li></ul><ul><li>600 SMS messages received </li></ul>Advocacy/Awareness Advocacy & Awareness <ul><li>Donate $5 by texting GIVE to 2HELP </li></ul><ul><li>Attracts more than $190K in pledges in months; 38,091 text messages </li></ul><ul><li>Garners praise as industry’s most successful nonprofit text fundraiser </li></ul><ul><li>Online or text sign-up for geo-coded volunteer opportunities </li></ul><ul><li>Opportunities sent 1-2 times/month </li></ul><ul><li>Celebrity PSAs posted on YouTube </li></ul>Fundraising Volunteer Engagement/ Communications Please fix our health care. Martha V.
    24. 24. Nonprofit Mobile Marketing Resources <ul><li>mGive Social marketing company that helps nonprofits utilize mobile technology to increase fundraising campaigns. mgive.com </li></ul><ul><li>Mobile Giving Foundation Foundation provides information on mobile fundraising campaign development. www.mobilegiving.org </li></ul><ul><li>MobileActive.org Blog includes directory listing of nonprofits using mobile technology, as well as a list of tools and resources. mobileactive.org </li></ul>

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