SlideShare a Scribd company logo
1 of 60
Download to read offline
Online Marketing 101
How to:
1. Connect Prospects to EWG’s Mission
2. Turn Prospects into donors using online
tools
2
Let’s talk
about online
activities
that
influence a
prospect
3
From Curious Prospect to Donor
1. Make sure they can find you online
(natural acquisition)
2. Purchase names of like-minded people
(paid acquisition)
3. Make it easy for them to sign up
(conversion to list)
4. Convince them to Give (conversion to
donor)
 Strategically communicate with them
 Engage them in your story (social media)
 Make it easy for them to spread the word
4
Which Tools to Use at What Stage
Natural Acquisition
- Optimized Website
- Social Media Profiles
- Universal Search
Paid Acquisition
- Paid media buys
- Paid search ads
- Email List relationships
Conversion to List
- Email testing
- Landing Page testing
- Web usability studies
Conversion to Donor
- Personalized welcome email
series
- Calendar of email messages
- Social Media & offline
engagement
5
Natural Acquisition
“Being Found” Online
Search Engine Ranking 101
6
Overview of Search Engines
 Why do we care about Search?
 91% of internet users use a search engine1
 87% of people click on the natural results (vs. paid)
 The Big Players
 Google, Yahoo!, and Live.com
 Google has 70% of the search marketing share,
accounting for 70.77% of all US searches.2
 Each has computer algorithm to rank your pages in the
search results.
7
How Search Engines Work
 Google, Yahoo!, and Live create their listings automatically.
They use “spiders” or “bots” to "crawl" links to web pages1
and add those web pages to their index.
 When a human visitor to the engine puts in a keyword
phrase, the search engine is focused on serving relevant,
fresh content that the engines think is matched to the
searcher’s intent.
Keyword Phrases
8
It’s not about the keywords You
want to be found on.
It’s about the keywords the
searcher uses to find you.
9
How people search
 87% of people click on natural search
results
 Only 48% even see paid ads
 Most people search for information, smaller
% for commerce
 People click on the word in results that
matches their query word1
 58% of all queries are three or more words
10
How People Search
The Long Tail of Search:
 3% of Excite’s search traffic was 3 keywords – 97% of the rest
was in the “long tail”
 Amazon.com makes 57% of sales from keywords outside of the
“popular” terms.
11
How Does a Search Engine
“Read” A Page?
Remember…it’s a computer
algorithm
12
It’s a Translation Problem
The spider reads just text, not images or flash. It also
evaluates inbound links to determine relevancy.
A search engine tries figure out what your web page is
about through its pieces.
13
Search Engines are Computers
A Lost in Translation example:
“My Apple is a lemon”
 It could mean your page is about fruit
 If the words “computer” also appears nearby,
the spider determines that the phrase is about
computers.
14
Writing Spider Friendly Online Copy
Writing tips for online copy:
 Use contextual words in proximity to the
keyword phrase
 Repeat the keyword phrase & variations
 Use Headers like a table of contents
 Strategically link to the copy, and use the
keyword phrase in the link text.1
 Use alt tags for images, so that spiders can
“read” the image
15
Every page matters
 Search engines don’t see “home” pages
 Every page is an entry page for searcher
 Every page needs it’s own inbound link
strategy
 Conversions from landing pages for
targeted keywords can be improved through
testing
16
More Details about Google’s
Algorithm
http://6f715ns710wdm2395kfhqm74xf.hop.clickbank.net/
17
How Google’s Search Results Work
 Algorithm has 200+ factors, some weighted
more than others. We know about 40 parts
of the 200.
 In 2007, the Google algorithm changed 9
times per week.
 Only 2 web pages are listed for one
company, so one company could rank for
the first 152 slots, but will only show up in
the #1 and #2 spot
18
Rankings Don’t Matter
 Influenced by:
 Geo Location (IP)1
 Previous searching history
 Personal search (login to Google account)1
 Universal search3
 Behavioral search (shopping vs. researching)4
 Google Wiki
 So instead:
 Focus on # of visitors and conversions
 Watch your web analytics
19
Questions about Natural
Acquisition?
Search Engine Overview
Elements of SEO
20
Paid Acquisition
Paid online advertising
Email List buys
21
Paid Acquisition
 Two Online Methods
1. Pay per impression ads
2. Pay Per Click (PPC) –though search engines
and Google network
 Three Types of Email Buys
 Purchase of email addresses (JohnKerry.com)
 Sponsored email
 Care2.com petitions
22
Questions @ Paid Acquisition?
Traditional media buying
Pay Per Click advertising
Email buying
23
Conversion to List
Landing Page Testing
Usability Testing
Web Analytics
24
Conversion to List
Goal:
 Make sure that no one who interacts with
your landing pages, or website gets
confused or distracted during the sign up
process.
 Fix this through:
 Landing Page Testing
 Web Usability Testing
25
Questions @ Conversion to List?
Landing Page testing
Usability Testing
Improving web site conversions
26
Conversion to Donor
Email welcome series
Calendar of email communications
Social Media & offline integration
27
Starting a Conversation that Makes
Prospects Want to Donate
via Email
28
Conversion to Donor - Email
 Converting new names to supporters requires
welcome series email
 Best Practice for Welcome Series:
 Action email first, not generic welcome message or ask
 Match action email to the prospect’s sign on issue
 Ask for donation within the first week
 Segment these names for at least 2 weeks before
adding to generic messaging
 Test message elements to increase conversions (from
line, subject, copy, headers, link text, signer, P.S.)
 Test landing pages to increase conversions
29
Conversion to Donor - Email
 Personalize the Message
 Segment list
 Ask for preferences in issue, frequency of
message
 Send them messaging based on preference
 Personalize based on donor’s info/web activity
30
Calendar of Email Communications
 Create messaging so that it’s a building
conversation
 Test individual messages
 From line, subject line, body content, links, headers, call
to action, signer, P.S.
31
Email – Mobile challenges
Unique Challenges with Mobile users:
 Emails and web pages need to be designed
for mobile use, otherwise renders weird.
 Mobile traffic is not caught through
traditional web analytic programs because
JavaScript is not executed
 Additional mobile analytic programs or add-
ons are required
32
Conversion to Donor
Via Social Media
33
Social Media
Definition: a community that creates a website together by
posting content (no webmaster)
Types:
 Social networking sites
 Event Promotion sites
 Social bookmarking sites
 Content voting sites
 Online news aggregators
 Collaborative directories
 Video Sharing sites
 Photo sharing sites
 Local Search Sites
 Q& A Sites
 Niche sites based on interest: Complete directory here.
34
Social Media
Best Practices
 It’s a conversation, not a push medium
 Engage in communities that have your
demographic
 Needs regular engagement
 Great for branding, not for direct fundraising
 Putting social widgets on web properties
makes sharing easy
35
Conversion to Donor – Social Media
 Engage Them in Your Story
 Social media/web 2.0 = Web pages created by all users
without central control
 Good for:
 Listening to better understand supporters (focus group)
 Spreading the message about mission
 Building attachment to mission
 Building closer grassroots relationship among
supporters
 Having donors help define national issue focus
36
Conversion to Donor – Social Media
 Enable them to Spread the Word
 Ask them to forward email
 Post online content that is easily shareable
 To the prospect’s blog, Facebook profile, etc.
 Ask them to invite others (to social profile, to
petition, etc)
37
Conversion to Donor
Via Social Media
Blogging
38
Social Media
Blogging
 Blog - A Website that makes being social easy
 All SEO tips apply, blog without promotion is
not found
 Naturally more searchable
 Every blog post is a web page
 More frequently updated
 Written to encourage communication
39
Blogging
Keep the Conversation Alive
 Create an editorial calendar for your posts
 Start a dialogue with bloggers in your niche
 Ask someone to guest-post on your blog
 Thank your readers
 Participate in the comments on your blog
posts
 Stumped for Ideas? Brainstorm list here.
40
Questions @ Conversion to
Donor?
Email welcome series
Calendar of email communications
Social Media & offline integration
41
Measuring Overall Success
 Monitor how prospects navigate your site to
improve conversions
 Traffic source (email, natural, paid, links from
other content?)1
 What do they do when they arrive?
 How many are converting?2
 Is there a drop off in traffic through funnel?3
 Keep in mind that web analytics is a
trending % process, part science/part art
42
Measuring Email Success
 Measure success based on:
 Rates for: delivers, opens, CTR, and landing
page conversions
 Cost per acquisition/email.
 Donation average per acquisition/email.
 Overall number and type of touch point per
donor/activist
43
Measuring Social Media Success
 Testing & Improving Social Media’s role in
conversion
 Track keyword activity cross social media
platform (online reputation monitoring)
 Track visitors/subscribers, stickiness, #of
comments, and conversion based on platform,
increased traffic to your website.
 Calls to action (eye tracking), frequency of use
of platform tools (posts, sent emails, etc) cross
campaign
44
Measuring Blog Success
 New vs. returning visitors, length of stay
 RSS Subscribers
 Conversation Rate - the Number of Visitor
Comments / Number of Posts
 Citations – # of people who link to your blog
45
Summary
 Natural or Paid Acquisition
 Focus on words, links, analytics and testing
 Test Your Sign up
 Use best practices, consistent messaging, and
test for usability
 Getting them to Give
 Personalize messaging based on prospect’s
interests
 Coordinated multichannel works best:
 Email, social media, DM, TM and face-to-face for
donor conversion and evangelism
46
Appendix
More info
Additional Learning Resources
http://6f715ns710wdm2395kfhqm74xf.hop.clickbank.net/
47
How do you Tackle the SEO Challenge?
 Keyword research
 for each page
 Competitive Analysis
 of site and current online marketing efforts
 Analyze your site
 how each page ranks for each keyword
 Repair/Enhance site
 Submit non-indexed pages
 Monitor rankings/Analyze reports
 Fix/develop links & Universal Content
 Repeat
48
Some of the SEO factors we know about
Freshness1
Page Load time2
Complexity of Page Code3
Title Tag4
Meta Description tag5
Meta Keyword tags6
Heading Tags7
Alt attributes8
Links9
Body Text10
Keywords used11
Keywords in file name12
Number of outbound links13
Number of inbound links Internal linking structure14
Keyword proximity to
determine meaning
keyword density on page
49
Social Media
Social Networking Sites
 Facebook - 130M active users
 MySpace - 110M active users
 Care2 - 1.3M visitors/month
 Gather - 874K visitors/month
 Parents.com - 1.7M visitors/month
 Babycenter.com - 4.1M visitors/month
 Livescience.com - 1.9M visitors/month
 RightHealth.com - 7.4M visitors/month
50
Social Media
Event Promotion Sites
 Meetup.com -1.9M visitors/month
 Eventful.com – 535K visitors/month
 Citysearch.com – 8.6M visitors/month
51
Social Media
Social Bookmarking
 StumbleUpon – 1M visitors/month
 Del.ico.us – 362K visitors/month
 Mixx – 2.2M visitors/month
52
Social Media
Online News Aggregators
 Digg.com - 11.4M visors/month
 Reddit.com – 1.3M visitors/month
 Technorati – 2.5M visitors/month
 Propeller - 1.5M visitors/month
 Newsvine - 1.2M visitors/month
 Fark - 1.9M visitors/month
53
Social Media
Collaborative Directories
 Wikipedia – 75M visitors/month
 Dmoz.org – 2M visitors/month
 Zimbio.com1
- 2.1M visitors/month
 Squidoo pages2
- 3.8M visitors/month
 Ning.com3
– 5.9M visitors/month
 Craigslist – 21M visitors/month
54
Social Media
Video & Photo Sharing Sites
Video
 YouTube – 71.4M visitors/month
 Yahoo Video – 1.8M visitors/month
 Google Video – 6.9M visitors/month
 Facebook2
Photos
 Flickr3 –
23.9M visitors/month
 PhotoBucket – 36M visitors/month
55
Web Analytics Terms 101
1. Unique visitors, not “hits”
 Hits – Measures every element that loads when a visitor request
a page (images, javascript, the html itself).
 A visitor requesting a page with 30 elements would register as 30 hits!
This is an inflated # you shouldn’t measure.
1. Bounce rate – Measured in two ways:
 % of visitors who see just one page on your site, or
 % visitors who stay on the site for a small amount of time (usually
five seconds or less).
 Your homepage bounce rate should be 30% or less
1. Conversions – the # of visitors that did what you wanted
them to do when they were on your website
 For example: donate, download a .pdf, sign up for a newsletter
 Industry standard conversion rate is 8-10%
56
Additional Tools
 Analyzing your competition:
 SEO for Firefox
 SeoMoz’s Tools
 Compete.com
 Picking keywords:
 SEO Book’s Keyword Tool
 Understanding how the Engines see yrou
site:
 Google Webmaster Tools
 Yahoo Site Explorer
 Live Search Webmaster Central
57
Learn More – Search Marketing
 My blog: Search Marketing for Nonprofits Blog:
 http://Searchmarketingfornonprofits.wordpress.com
 How Search Engines work:
 http://searchenginewatch.com/showPage.html?page=2168031
 The expert on linking strategies:
 http://www.ericward.com/
 SEOMoz
 http://www.seomoz.com
 Bruce Clay’s blog
 http://www.bruceclay.com
 Search Engine Optimization: An Hour a Day (book)
 http://www.yourseoplan.com/
58
Learn More – Web Analytics
 How web analytics is like using Evite for a holiday party
 Occam’s Razor by Avinash Kaushik
 Web Analytics Demystified (book)
 http://www.webanalyticsdemystified.com/
 Google Analytics 2.0 (book)
 Web Analytics: An Hour A Day (book)
59
Learn More – Social Media
 Social Media Today
 http://www.socialmediatoday.com
 The Original Signal – Web 2.0 blog
 http://www.originalsignal.com/
 Social Media 101
 http://www.slideshare.net/joannapena/social-media-101-creating-
conversations-in-social-circles/
 Groundswell (book)
 http://www.forrester.com/Groundswell
60
Questions?
Katherine Watier
Watier Creative
Nonprofit Search Marketing Consultant
301-793-6121
katherine@watier.org
http://6f715ns710wdm2395kfh
qm74xf.hop.clickbank.net/

More Related Content

What's hot

New world of e communications
New world of e communicationsNew world of e communications
New world of e communicationsAndy Zellers
 
Using Search and Social to Dominate Digital Shelfspace
Using Search and Social to Dominate Digital Shelfspace Using Search and Social to Dominate Digital Shelfspace
Using Search and Social to Dominate Digital Shelfspace 451 Marketing
 
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...Biznet Digital
 
Integrating PR, Search, and Social to Connect with Your Customers
Integrating PR, Search, and Social to Connect with Your CustomersIntegrating PR, Search, and Social to Connect with Your Customers
Integrating PR, Search, and Social to Connect with Your Customers451 Marketing
 
Beyond Web Analytics
Beyond Web AnalyticsBeyond Web Analytics
Beyond Web AnalyticsTunheim
 
Digital marketing mix key strategies to boost your online lead generation
Digital marketing mix key strategies to boost your online lead generationDigital marketing mix key strategies to boost your online lead generation
Digital marketing mix key strategies to boost your online lead generationJamshaid (Jam) Hashmi
 
451 Marketing DIY PR
451 Marketing DIY PR451 Marketing DIY PR
451 Marketing DIY PR451 Marketing
 
SEO Basics Seminar Deck
SEO Basics Seminar DeckSEO Basics Seminar Deck
SEO Basics Seminar DeckCollin Condray
 
Driving Traffic
Driving TrafficDriving Traffic
Driving Trafficnelsonjs
 
Driving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy WebsitesDriving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy Websitesnelsonjs
 
How to Use Online Marketing for Fundraising
How to Use Online Marketing for FundraisingHow to Use Online Marketing for Fundraising
How to Use Online Marketing for FundraisingWO Strategies
 
Google adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setupsGoogle adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setupsJake Aull
 
Social Media Marketing - Facebook, Twitter, LinkedIn
Social Media Marketing - Facebook, Twitter, LinkedInSocial Media Marketing - Facebook, Twitter, LinkedIn
Social Media Marketing - Facebook, Twitter, LinkedInHarsimran Singh
 
Facebook Zero: Considering Life after the demise of Organic reach
Facebook Zero: Considering Life after the demise of Organic reachFacebook Zero: Considering Life after the demise of Organic reach
Facebook Zero: Considering Life after the demise of Organic reachGiota Doulgeridou
 
Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero:  Considering Life After the Demise of Organic ReachFacebook Zero:  Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
 
How to Apply Search Marketing and Audience Generation Tactics to Your Multich...
How to Apply Search Marketing and Audience Generation Tactics to Your Multich...How to Apply Search Marketing and Audience Generation Tactics to Your Multich...
How to Apply Search Marketing and Audience Generation Tactics to Your Multich...Media Horizons
 
smartdata inc brand promotion - Top in oDesk and Elance
smartdata inc brand promotion - Top in oDesk and Elancesmartdata inc brand promotion - Top in oDesk and Elance
smartdata inc brand promotion - Top in oDesk and ElancesmartData Enterprises Inc.
 

What's hot (20)

New world of e communications
New world of e communicationsNew world of e communications
New world of e communications
 
Using Search and Social to Dominate Digital Shelfspace
Using Search and Social to Dominate Digital Shelfspace Using Search and Social to Dominate Digital Shelfspace
Using Search and Social to Dominate Digital Shelfspace
 
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...
 
Integrating PR, Search, and Social to Connect with Your Customers
Integrating PR, Search, and Social to Connect with Your CustomersIntegrating PR, Search, and Social to Connect with Your Customers
Integrating PR, Search, and Social to Connect with Your Customers
 
Beyond Web Analytics
Beyond Web AnalyticsBeyond Web Analytics
Beyond Web Analytics
 
Digital marketing mix key strategies to boost your online lead generation
Digital marketing mix key strategies to boost your online lead generationDigital marketing mix key strategies to boost your online lead generation
Digital marketing mix key strategies to boost your online lead generation
 
451 Marketing DIY PR
451 Marketing DIY PR451 Marketing DIY PR
451 Marketing DIY PR
 
Whitepaper Get Found V4
Whitepaper Get Found V4Whitepaper Get Found V4
Whitepaper Get Found V4
 
Whitepaper get found
Whitepaper get foundWhitepaper get found
Whitepaper get found
 
SEO Basics Seminar Deck
SEO Basics Seminar DeckSEO Basics Seminar Deck
SEO Basics Seminar Deck
 
Driving Traffic
Driving TrafficDriving Traffic
Driving Traffic
 
Driving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy WebsitesDriving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy Websites
 
How to Use Online Marketing for Fundraising
How to Use Online Marketing for FundraisingHow to Use Online Marketing for Fundraising
How to Use Online Marketing for Fundraising
 
Google adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setupsGoogle adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setups
 
Social Media Marketing - Facebook, Twitter, LinkedIn
Social Media Marketing - Facebook, Twitter, LinkedInSocial Media Marketing - Facebook, Twitter, LinkedIn
Social Media Marketing - Facebook, Twitter, LinkedIn
 
Tips for Effective Online Marketing
Tips for Effective Online Marketing Tips for Effective Online Marketing
Tips for Effective Online Marketing
 
Facebook Zero: Considering Life after the demise of Organic reach
Facebook Zero: Considering Life after the demise of Organic reachFacebook Zero: Considering Life after the demise of Organic reach
Facebook Zero: Considering Life after the demise of Organic reach
 
Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero:  Considering Life After the Demise of Organic ReachFacebook Zero:  Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic Reach
 
How to Apply Search Marketing and Audience Generation Tactics to Your Multich...
How to Apply Search Marketing and Audience Generation Tactics to Your Multich...How to Apply Search Marketing and Audience Generation Tactics to Your Multich...
How to Apply Search Marketing and Audience Generation Tactics to Your Multich...
 
smartdata inc brand promotion - Top in oDesk and Elance
smartdata inc brand promotion - Top in oDesk and Elancesmartdata inc brand promotion - Top in oDesk and Elance
smartdata inc brand promotion - Top in oDesk and Elance
 

Viewers also liked

Viewers also liked (20)

IT TECHNIQUES
IT TECHNIQUES IT TECHNIQUES
IT TECHNIQUES
 
Training Series Live!: Email Marketing 101
Training Series Live!: Email Marketing 101Training Series Live!: Email Marketing 101
Training Series Live!: Email Marketing 101
 
Mobile Email Marketing 101
Mobile Email Marketing 101Mobile Email Marketing 101
Mobile Email Marketing 101
 
SAP Basis
SAP BasisSAP Basis
SAP Basis
 
Science of PPT
Science of PPTScience of PPT
Science of PPT
 
Sap basis course content
Sap basis course contentSap basis course content
Sap basis course content
 
Gone girl
Gone girl Gone girl
Gone girl
 
New song
New songNew song
New song
 
computer system hardware
computer system hardwarecomputer system hardware
computer system hardware
 
Augmented Reality
Augmented Reality Augmented Reality
Augmented Reality
 
Disaster nursing
Disaster nursingDisaster nursing
Disaster nursing
 
Natural Disasters
Natural DisastersNatural Disasters
Natural Disasters
 
Scanner y plotter
Scanner y plotterScanner y plotter
Scanner y plotter
 
The seo company
The seo companyThe seo company
The seo company
 
Natural Disasters
Natural DisastersNatural Disasters
Natural Disasters
 
Computer Systems
Computer SystemsComputer Systems
Computer Systems
 
My presentation on 'computer hardware component' {hardware}
My presentation on 'computer hardware component' {hardware}My presentation on 'computer hardware component' {hardware}
My presentation on 'computer hardware component' {hardware}
 
FA - Onomatologia Ylikou
FA - Onomatologia YlikouFA - Onomatologia Ylikou
FA - Onomatologia Ylikou
 
Natural Disasters
Natural DisastersNatural Disasters
Natural Disasters
 
3 - Computer Ergonomics
3 - Computer Ergonomics3 - Computer Ergonomics
3 - Computer Ergonomics
 

Similar to Online Marketing 101

Internet Marketing, SEO & Tools For Success
Internet Marketing, SEO & Tools For SuccessInternet Marketing, SEO & Tools For Success
Internet Marketing, SEO & Tools For SuccessJames Hutto
 
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...Allison Kulage
 
How to drive over a million visitors to your site in one month
How to drive over a million visitors to your site in one monthHow to drive over a million visitors to your site in one month
How to drive over a million visitors to your site in one monthWO Strategies
 
Increase Traffic, Increase Return on Investment
Increase Traffic, Increase Return on InvestmentIncrease Traffic, Increase Return on Investment
Increase Traffic, Increase Return on InvestmentVQC Designs LLC
 
The Secret Power of Social Media (Design Sherpa) 2 1-2011
The Secret Power of Social Media (Design Sherpa) 2 1-2011The Secret Power of Social Media (Design Sherpa) 2 1-2011
The Secret Power of Social Media (Design Sherpa) 2 1-2011Network Communications
 
Search and Social Signals Pubcon 2011
Search and Social Signals Pubcon 2011Search and Social Signals Pubcon 2011
Search and Social Signals Pubcon 2011Rob Garner
 
Integrating Digital and Traditional Marketing: Bare Knuckle Digital
Integrating Digital and Traditional Marketing: Bare Knuckle DigitalIntegrating Digital and Traditional Marketing: Bare Knuckle Digital
Integrating Digital and Traditional Marketing: Bare Knuckle DigitalBare Knuckle Digital
 
Hubspot Whitepaper: Get Found
Hubspot Whitepaper: Get FoundHubspot Whitepaper: Get Found
Hubspot Whitepaper: Get FoundRyan Urban
 
Peoples United Bank's Digital Marketing Workshop
Peoples United Bank's Digital Marketing WorkshopPeoples United Bank's Digital Marketing Workshop
Peoples United Bank's Digital Marketing WorkshopVisionary Marketing
 
Build a Content Marketing Machine Workshop | Session 1
Build a Content Marketing Machine Workshop | Session 1Build a Content Marketing Machine Workshop | Session 1
Build a Content Marketing Machine Workshop | Session 1Tom McCracken
 
How to start generating links that will bring you traffic and leads - SEO Con...
How to start generating links that will bring you traffic and leads - SEO Con...How to start generating links that will bring you traffic and leads - SEO Con...
How to start generating links that will bring you traffic and leads - SEO Con...AlexandraTachalova
 
ExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel BookExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel BookSalesforce Marketing Cloud
 
Internet marketing 101
Internet marketing 101Internet marketing 101
Internet marketing 101tbailey1027
 
Brian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confBrian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confmstcaa
 
HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkMarcel Media
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3aquigley76
 

Similar to Online Marketing 101 (20)

Internet Marketing, SEO & Tools For Success
Internet Marketing, SEO & Tools For SuccessInternet Marketing, SEO & Tools For Success
Internet Marketing, SEO & Tools For Success
 
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...
 
Driving websuccess email_2
Driving websuccess email_2Driving websuccess email_2
Driving websuccess email_2
 
How to drive over a million visitors to your site in one month
How to drive over a million visitors to your site in one monthHow to drive over a million visitors to your site in one month
How to drive over a million visitors to your site in one month
 
Increase Traffic, Increase Return on Investment
Increase Traffic, Increase Return on InvestmentIncrease Traffic, Increase Return on Investment
Increase Traffic, Increase Return on Investment
 
The Secret Power of Social Media (Design Sherpa) 2 1-2011
The Secret Power of Social Media (Design Sherpa) 2 1-2011The Secret Power of Social Media (Design Sherpa) 2 1-2011
The Secret Power of Social Media (Design Sherpa) 2 1-2011
 
Search and Social Signals Pubcon 2011
Search and Social Signals Pubcon 2011Search and Social Signals Pubcon 2011
Search and Social Signals Pubcon 2011
 
Integrating Digital and Traditional Marketing: Bare Knuckle Digital
Integrating Digital and Traditional Marketing: Bare Knuckle DigitalIntegrating Digital and Traditional Marketing: Bare Knuckle Digital
Integrating Digital and Traditional Marketing: Bare Knuckle Digital
 
Hubspot Whitepaper: Get Found
Hubspot Whitepaper: Get FoundHubspot Whitepaper: Get Found
Hubspot Whitepaper: Get Found
 
Whitepaper get found_v4
Whitepaper get found_v4Whitepaper get found_v4
Whitepaper get found_v4
 
Whitepaper get found_v4
Whitepaper get found_v4Whitepaper get found_v4
Whitepaper get found_v4
 
Peoples United Bank's Digital Marketing Workshop
Peoples United Bank's Digital Marketing WorkshopPeoples United Bank's Digital Marketing Workshop
Peoples United Bank's Digital Marketing Workshop
 
Digital marketing workshop 2013
Digital marketing workshop 2013Digital marketing workshop 2013
Digital marketing workshop 2013
 
Build a Content Marketing Machine Workshop | Session 1
Build a Content Marketing Machine Workshop | Session 1Build a Content Marketing Machine Workshop | Session 1
Build a Content Marketing Machine Workshop | Session 1
 
How to start generating links that will bring you traffic and leads - SEO Con...
How to start generating links that will bring you traffic and leads - SEO Con...How to start generating links that will bring you traffic and leads - SEO Con...
How to start generating links that will bring you traffic and leads - SEO Con...
 
ExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel BookExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel Book
 
Internet marketing 101
Internet marketing 101Internet marketing 101
Internet marketing 101
 
Brian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confBrian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-conf
 
HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatwork
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
 

More from Hoeun Ros

5 levels of leadership
5 levels of leadership5 levels of leadership
5 levels of leadershipHoeun Ros
 
Decision Making
Decision MakingDecision Making
Decision MakingHoeun Ros
 
Law of attraction for kid
Law of attraction for kidLaw of attraction for kid
Law of attraction for kidHoeun Ros
 
Internet Marketing 101
Internet Marketing 101Internet Marketing 101
Internet Marketing 101Hoeun Ros
 
Online Marketing
Online MarketingOnline Marketing
Online MarketingHoeun Ros
 
Internet marketing c
Internet marketing   cInternet marketing   c
Internet marketing cHoeun Ros
 
Taking better pictures
Taking better picturesTaking better pictures
Taking better picturesHoeun Ros
 
Self-Motivation
Self-MotivationSelf-Motivation
Self-MotivationHoeun Ros
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of TrainerHoeun Ros
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of TrainerHoeun Ros
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of TrainerHoeun Ros
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of TrainerHoeun Ros
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of TrainerHoeun Ros
 
Designing effective power point presentations
Designing effective power point presentationsDesigning effective power point presentations
Designing effective power point presentationsHoeun Ros
 
Self-Motivation for professional staff at ONLINE
Self-Motivation for professional staff at ONLINESelf-Motivation for professional staff at ONLINE
Self-Motivation for professional staff at ONLINEHoeun Ros
 

More from Hoeun Ros (17)

5 levels of leadership
5 levels of leadership5 levels of leadership
5 levels of leadership
 
Decision Making
Decision MakingDecision Making
Decision Making
 
Law of attraction for kid
Law of attraction for kidLaw of attraction for kid
Law of attraction for kid
 
Internet Marketing 101
Internet Marketing 101Internet Marketing 101
Internet Marketing 101
 
Online Marketing
Online MarketingOnline Marketing
Online Marketing
 
Internet marketing c
Internet marketing   cInternet marketing   c
Internet marketing c
 
Taking better pictures
Taking better picturesTaking better pictures
Taking better pictures
 
Self-Motivation
Self-MotivationSelf-Motivation
Self-Motivation
 
Self-Esteem
Self-EsteemSelf-Esteem
Self-Esteem
 
Self-Esteem
Self-EsteemSelf-Esteem
Self-Esteem
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of Trainer
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of Trainer
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of Trainer
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of Trainer
 
Training of Trainer
Training of TrainerTraining of Trainer
Training of Trainer
 
Designing effective power point presentations
Designing effective power point presentationsDesigning effective power point presentations
Designing effective power point presentations
 
Self-Motivation for professional staff at ONLINE
Self-Motivation for professional staff at ONLINESelf-Motivation for professional staff at ONLINE
Self-Motivation for professional staff at ONLINE
 

Online Marketing 101

  • 1. Online Marketing 101 How to: 1. Connect Prospects to EWG’s Mission 2. Turn Prospects into donors using online tools
  • 3. 3 From Curious Prospect to Donor 1. Make sure they can find you online (natural acquisition) 2. Purchase names of like-minded people (paid acquisition) 3. Make it easy for them to sign up (conversion to list) 4. Convince them to Give (conversion to donor)  Strategically communicate with them  Engage them in your story (social media)  Make it easy for them to spread the word
  • 4. 4 Which Tools to Use at What Stage Natural Acquisition - Optimized Website - Social Media Profiles - Universal Search Paid Acquisition - Paid media buys - Paid search ads - Email List relationships Conversion to List - Email testing - Landing Page testing - Web usability studies Conversion to Donor - Personalized welcome email series - Calendar of email messages - Social Media & offline engagement
  • 5. 5 Natural Acquisition “Being Found” Online Search Engine Ranking 101
  • 6. 6 Overview of Search Engines  Why do we care about Search?  91% of internet users use a search engine1  87% of people click on the natural results (vs. paid)  The Big Players  Google, Yahoo!, and Live.com  Google has 70% of the search marketing share, accounting for 70.77% of all US searches.2  Each has computer algorithm to rank your pages in the search results.
  • 7. 7 How Search Engines Work  Google, Yahoo!, and Live create their listings automatically. They use “spiders” or “bots” to "crawl" links to web pages1 and add those web pages to their index.  When a human visitor to the engine puts in a keyword phrase, the search engine is focused on serving relevant, fresh content that the engines think is matched to the searcher’s intent. Keyword Phrases
  • 8. 8 It’s not about the keywords You want to be found on. It’s about the keywords the searcher uses to find you.
  • 9. 9 How people search  87% of people click on natural search results  Only 48% even see paid ads  Most people search for information, smaller % for commerce  People click on the word in results that matches their query word1  58% of all queries are three or more words
  • 10. 10 How People Search The Long Tail of Search:  3% of Excite’s search traffic was 3 keywords – 97% of the rest was in the “long tail”  Amazon.com makes 57% of sales from keywords outside of the “popular” terms.
  • 11. 11 How Does a Search Engine “Read” A Page? Remember…it’s a computer algorithm
  • 12. 12 It’s a Translation Problem The spider reads just text, not images or flash. It also evaluates inbound links to determine relevancy. A search engine tries figure out what your web page is about through its pieces.
  • 13. 13 Search Engines are Computers A Lost in Translation example: “My Apple is a lemon”  It could mean your page is about fruit  If the words “computer” also appears nearby, the spider determines that the phrase is about computers.
  • 14. 14 Writing Spider Friendly Online Copy Writing tips for online copy:  Use contextual words in proximity to the keyword phrase  Repeat the keyword phrase & variations  Use Headers like a table of contents  Strategically link to the copy, and use the keyword phrase in the link text.1  Use alt tags for images, so that spiders can “read” the image
  • 15. 15 Every page matters  Search engines don’t see “home” pages  Every page is an entry page for searcher  Every page needs it’s own inbound link strategy  Conversions from landing pages for targeted keywords can be improved through testing
  • 16. 16 More Details about Google’s Algorithm http://6f715ns710wdm2395kfhqm74xf.hop.clickbank.net/
  • 17. 17 How Google’s Search Results Work  Algorithm has 200+ factors, some weighted more than others. We know about 40 parts of the 200.  In 2007, the Google algorithm changed 9 times per week.  Only 2 web pages are listed for one company, so one company could rank for the first 152 slots, but will only show up in the #1 and #2 spot
  • 18. 18 Rankings Don’t Matter  Influenced by:  Geo Location (IP)1  Previous searching history  Personal search (login to Google account)1  Universal search3  Behavioral search (shopping vs. researching)4  Google Wiki  So instead:  Focus on # of visitors and conversions  Watch your web analytics
  • 19. 19 Questions about Natural Acquisition? Search Engine Overview Elements of SEO
  • 20. 20 Paid Acquisition Paid online advertising Email List buys
  • 21. 21 Paid Acquisition  Two Online Methods 1. Pay per impression ads 2. Pay Per Click (PPC) –though search engines and Google network  Three Types of Email Buys  Purchase of email addresses (JohnKerry.com)  Sponsored email  Care2.com petitions
  • 22. 22 Questions @ Paid Acquisition? Traditional media buying Pay Per Click advertising Email buying
  • 23. 23 Conversion to List Landing Page Testing Usability Testing Web Analytics
  • 24. 24 Conversion to List Goal:  Make sure that no one who interacts with your landing pages, or website gets confused or distracted during the sign up process.  Fix this through:  Landing Page Testing  Web Usability Testing
  • 25. 25 Questions @ Conversion to List? Landing Page testing Usability Testing Improving web site conversions
  • 26. 26 Conversion to Donor Email welcome series Calendar of email communications Social Media & offline integration
  • 27. 27 Starting a Conversation that Makes Prospects Want to Donate via Email
  • 28. 28 Conversion to Donor - Email  Converting new names to supporters requires welcome series email  Best Practice for Welcome Series:  Action email first, not generic welcome message or ask  Match action email to the prospect’s sign on issue  Ask for donation within the first week  Segment these names for at least 2 weeks before adding to generic messaging  Test message elements to increase conversions (from line, subject, copy, headers, link text, signer, P.S.)  Test landing pages to increase conversions
  • 29. 29 Conversion to Donor - Email  Personalize the Message  Segment list  Ask for preferences in issue, frequency of message  Send them messaging based on preference  Personalize based on donor’s info/web activity
  • 30. 30 Calendar of Email Communications  Create messaging so that it’s a building conversation  Test individual messages  From line, subject line, body content, links, headers, call to action, signer, P.S.
  • 31. 31 Email – Mobile challenges Unique Challenges with Mobile users:  Emails and web pages need to be designed for mobile use, otherwise renders weird.  Mobile traffic is not caught through traditional web analytic programs because JavaScript is not executed  Additional mobile analytic programs or add- ons are required
  • 33. 33 Social Media Definition: a community that creates a website together by posting content (no webmaster) Types:  Social networking sites  Event Promotion sites  Social bookmarking sites  Content voting sites  Online news aggregators  Collaborative directories  Video Sharing sites  Photo sharing sites  Local Search Sites  Q& A Sites  Niche sites based on interest: Complete directory here.
  • 34. 34 Social Media Best Practices  It’s a conversation, not a push medium  Engage in communities that have your demographic  Needs regular engagement  Great for branding, not for direct fundraising  Putting social widgets on web properties makes sharing easy
  • 35. 35 Conversion to Donor – Social Media  Engage Them in Your Story  Social media/web 2.0 = Web pages created by all users without central control  Good for:  Listening to better understand supporters (focus group)  Spreading the message about mission  Building attachment to mission  Building closer grassroots relationship among supporters  Having donors help define national issue focus
  • 36. 36 Conversion to Donor – Social Media  Enable them to Spread the Word  Ask them to forward email  Post online content that is easily shareable  To the prospect’s blog, Facebook profile, etc.  Ask them to invite others (to social profile, to petition, etc)
  • 37. 37 Conversion to Donor Via Social Media Blogging
  • 38. 38 Social Media Blogging  Blog - A Website that makes being social easy  All SEO tips apply, blog without promotion is not found  Naturally more searchable  Every blog post is a web page  More frequently updated  Written to encourage communication
  • 39. 39 Blogging Keep the Conversation Alive  Create an editorial calendar for your posts  Start a dialogue with bloggers in your niche  Ask someone to guest-post on your blog  Thank your readers  Participate in the comments on your blog posts  Stumped for Ideas? Brainstorm list here.
  • 40. 40 Questions @ Conversion to Donor? Email welcome series Calendar of email communications Social Media & offline integration
  • 41. 41 Measuring Overall Success  Monitor how prospects navigate your site to improve conversions  Traffic source (email, natural, paid, links from other content?)1  What do they do when they arrive?  How many are converting?2  Is there a drop off in traffic through funnel?3  Keep in mind that web analytics is a trending % process, part science/part art
  • 42. 42 Measuring Email Success  Measure success based on:  Rates for: delivers, opens, CTR, and landing page conversions  Cost per acquisition/email.  Donation average per acquisition/email.  Overall number and type of touch point per donor/activist
  • 43. 43 Measuring Social Media Success  Testing & Improving Social Media’s role in conversion  Track keyword activity cross social media platform (online reputation monitoring)  Track visitors/subscribers, stickiness, #of comments, and conversion based on platform, increased traffic to your website.  Calls to action (eye tracking), frequency of use of platform tools (posts, sent emails, etc) cross campaign
  • 44. 44 Measuring Blog Success  New vs. returning visitors, length of stay  RSS Subscribers  Conversation Rate - the Number of Visitor Comments / Number of Posts  Citations – # of people who link to your blog
  • 45. 45 Summary  Natural or Paid Acquisition  Focus on words, links, analytics and testing  Test Your Sign up  Use best practices, consistent messaging, and test for usability  Getting them to Give  Personalize messaging based on prospect’s interests  Coordinated multichannel works best:  Email, social media, DM, TM and face-to-face for donor conversion and evangelism
  • 46. 46 Appendix More info Additional Learning Resources http://6f715ns710wdm2395kfhqm74xf.hop.clickbank.net/
  • 47. 47 How do you Tackle the SEO Challenge?  Keyword research  for each page  Competitive Analysis  of site and current online marketing efforts  Analyze your site  how each page ranks for each keyword  Repair/Enhance site  Submit non-indexed pages  Monitor rankings/Analyze reports  Fix/develop links & Universal Content  Repeat
  • 48. 48 Some of the SEO factors we know about Freshness1 Page Load time2 Complexity of Page Code3 Title Tag4 Meta Description tag5 Meta Keyword tags6 Heading Tags7 Alt attributes8 Links9 Body Text10 Keywords used11 Keywords in file name12 Number of outbound links13 Number of inbound links Internal linking structure14 Keyword proximity to determine meaning keyword density on page
  • 49. 49 Social Media Social Networking Sites  Facebook - 130M active users  MySpace - 110M active users  Care2 - 1.3M visitors/month  Gather - 874K visitors/month  Parents.com - 1.7M visitors/month  Babycenter.com - 4.1M visitors/month  Livescience.com - 1.9M visitors/month  RightHealth.com - 7.4M visitors/month
  • 50. 50 Social Media Event Promotion Sites  Meetup.com -1.9M visitors/month  Eventful.com – 535K visitors/month  Citysearch.com – 8.6M visitors/month
  • 51. 51 Social Media Social Bookmarking  StumbleUpon – 1M visitors/month  Del.ico.us – 362K visitors/month  Mixx – 2.2M visitors/month
  • 52. 52 Social Media Online News Aggregators  Digg.com - 11.4M visors/month  Reddit.com – 1.3M visitors/month  Technorati – 2.5M visitors/month  Propeller - 1.5M visitors/month  Newsvine - 1.2M visitors/month  Fark - 1.9M visitors/month
  • 53. 53 Social Media Collaborative Directories  Wikipedia – 75M visitors/month  Dmoz.org – 2M visitors/month  Zimbio.com1 - 2.1M visitors/month  Squidoo pages2 - 3.8M visitors/month  Ning.com3 – 5.9M visitors/month  Craigslist – 21M visitors/month
  • 54. 54 Social Media Video & Photo Sharing Sites Video  YouTube – 71.4M visitors/month  Yahoo Video – 1.8M visitors/month  Google Video – 6.9M visitors/month  Facebook2 Photos  Flickr3 – 23.9M visitors/month  PhotoBucket – 36M visitors/month
  • 55. 55 Web Analytics Terms 101 1. Unique visitors, not “hits”  Hits – Measures every element that loads when a visitor request a page (images, javascript, the html itself).  A visitor requesting a page with 30 elements would register as 30 hits! This is an inflated # you shouldn’t measure. 1. Bounce rate – Measured in two ways:  % of visitors who see just one page on your site, or  % visitors who stay on the site for a small amount of time (usually five seconds or less).  Your homepage bounce rate should be 30% or less 1. Conversions – the # of visitors that did what you wanted them to do when they were on your website  For example: donate, download a .pdf, sign up for a newsletter  Industry standard conversion rate is 8-10%
  • 56. 56 Additional Tools  Analyzing your competition:  SEO for Firefox  SeoMoz’s Tools  Compete.com  Picking keywords:  SEO Book’s Keyword Tool  Understanding how the Engines see yrou site:  Google Webmaster Tools  Yahoo Site Explorer  Live Search Webmaster Central
  • 57. 57 Learn More – Search Marketing  My blog: Search Marketing for Nonprofits Blog:  http://Searchmarketingfornonprofits.wordpress.com  How Search Engines work:  http://searchenginewatch.com/showPage.html?page=2168031  The expert on linking strategies:  http://www.ericward.com/  SEOMoz  http://www.seomoz.com  Bruce Clay’s blog  http://www.bruceclay.com  Search Engine Optimization: An Hour a Day (book)  http://www.yourseoplan.com/
  • 58. 58 Learn More – Web Analytics  How web analytics is like using Evite for a holiday party  Occam’s Razor by Avinash Kaushik  Web Analytics Demystified (book)  http://www.webanalyticsdemystified.com/  Google Analytics 2.0 (book)  Web Analytics: An Hour A Day (book)
  • 59. 59 Learn More – Social Media  Social Media Today  http://www.socialmediatoday.com  The Original Signal – Web 2.0 blog  http://www.originalsignal.com/  Social Media 101  http://www.slideshare.net/joannapena/social-media-101-creating- conversations-in-social-circles/  Groundswell (book)  http://www.forrester.com/Groundswell
  • 60. 60 Questions? Katherine Watier Watier Creative Nonprofit Search Marketing Consultant 301-793-6121 katherine@watier.org http://6f715ns710wdm2395kfh qm74xf.hop.clickbank.net/

Editor's Notes

  1. A December 2007 study by Ketchum and the USC Annenberg Center for the Digital Future found podcasts way down on the list of media consumed by US adults, at 7%. By way of comparison, 60% used search engines. Universal McCann's "Power to the People: Social Media Tracker" study in April 2008 estimated that just over 14% of US Internet users downloaded podcasts in 2007.
  2. http://www.pewinternet.org/pdfs/PIP_Women_and_Men_online.pdf According to Hitwise on 8-11-08. http://weblogs.hitwise.com/heather-dougherty/2008/08/googles_share_of_us_searches_h.html
  3. 1. Web pages, not web sites. The engines index each page separately
  4. 1. Based on eye tracking research
  5. 1. The worlds used in the anchor text (the clickable part of the link) and the words used around the anchor text are read by search engine spiders and help them understand your web page.
  6. Geo location is determined by your IP address that you’re connecting to the Internet from. 2. Login to your Google account (for gmail, google docs, etc.) Universal search is the display of various Google vertical searches on one SERP. It includes: Google Local, Google Maps, YouTube, Google Images, Google News, Google Books, Froogle, and others. Behavior search. Google can read your bookmarks (if you have the Google toolbar installed) and your previous browsing history. Google tries to determine the searcher’s intent (researching vs. shopping) and displays results appropriately – longer word count sites for a searching intent, and sites with fewer words and bullet use for shopping sites.
  7. There are other ways to enable natural acquisition – which includes requiring a sign up on your website for premier content or to interact with social media tools. For instance, our clients could require people to sign in & leave their email address to make a blog comment, and could enable email subscriptions to their RSS feed.
  8. What seem like very small changes on a page can sometimes make a huge difference. For example, when Amnesty International removed just the title (Mr., Mrs., Dr., etc.) and suffix (Jr., M.D.) fields from their donation page, conversion improved 30%! American Heart Association increased their online donations by 60% in the first month after implementing improvements based on usability testing.2 2. In the summer of 2005, the American Heart Association’s implementation of the recommendations from the usability tests resulted in the following other improvements: Continuous monthly year-to-year improvement in online donations each month since implementation Increased number of monthly donors Increase in average gift per donor Improved visitor satisfaction with online donation process Increased likelihood to donate again Increased likelihood to recommend donating to AHA online to others http://www.usabilitysciences.com/case-study-for-non-profit-organizations-american-heart-association-increases-online-donations-by-60/
  9. It’s like being invited to a friend’s party. http://searchmarketingfornonprofits.wordpress.com/2008/05/20/being-the-silent-gal-in-the-corner-at-the-social-media-party/
  10. Creating a social media or Web 2.0 strategy should be seen as a relationship building strategy or a branding effort, and therefore the success of such initiatives should be measured based on engagements metrics, or a part of the larger strategy that encourages a prospect to become a donor. Very few studies have show that social media only campaigns drive fundraising. 93% of Americans want businesses on social media sites. 56% feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. 2008 Cone Business in Social Media Study
  11. Approximately 120,000 blogs are created every day Technorati currently states it is tracking over 112.8 million blogs
  12. Brainstorming Ideas: http://www.ihelpyoublog.com/20070316-101-great-posting-ideas-that-will-make-your-blog-sizzle
  13. This could be online content that you’ve set up/distributed (facebook profile, online press release) or a link from another sit. A conversion is a site visitor doing what you want them to do whether it’s donate, download a pdf, read the web content text Funnel is a pre-defined path from a landing page through to a conversion
  14. Higher Donation Rates & Long Term Donor Value with Campaigns that integrate online, DM, TM and face-to-face engagement
  15. The goal is to be the least imperfect. You evaluate how well your competitors’ pages are ranking for your targeted keyword phrase based on the 40+ factors that we know about, and adjust your site to use the average for each element. For example, if all of your competitors’ pages for your keyword phrase (which Google is currently rewarding by ranking them well) use the keyword phrase first in their page title, use an average for 15 words in their page title, and average 250 words on their page with the keyword phrase repeated 5 times, then you copy that behavior, or do each of those elements BETTER based on best practices. For instance, a meta description is seen as required. If your competition doesn’t use the meta description tag, you make sure you do.
  16. The average web page changes 5 times a year. News sites change more than every minute. Text needs to load in 5 secs. Slow load times will cause Google to reduce your ranking in SERPs. Search engine spiders get hung up or won’t index pages that are too complex. This includes CSS and Javascript code on the page, and extensive use of embedded tables. Search engines don’t index Flash, and has trouble indexing frames Title tags need to be unique for each page. Start with most important keyword, no more than 65 characters Description tags need to be unique for each page. Needs to include keyword from title tag. No more than 120 characters Keyword tag should have three word phrases first, then 2 word phrases, then one word phrases. Should have same keyword from title and description tag for page. No more than 240 characters. Good place to put common misspellings. Initial cap and comma in between keywords. Heading tags – similar to a thesis with a TOC. Internet was developed by academic institutions as a way to search thesis. Should include keywords. Alt tags for images. Computers (search engines and screen readers) can’t read images. Alt tags explain what the image is about. You should have one word for each 16x40 pixel block. Both internal and external links count toward Page Rank (Google’s determination of how important your site is). Links pass along a percentage of page rank from the “giving” site to the “receiving” site. Strategic linking both internally and externally can boost page rank for landing pages and increase their ranking in the SERPs. At least 250 text words, prefer over 400 words. Need to use keywords throughout. Contain important keywords from title, description and keyword tags. Needs to make sense to a person. Keywords used need to match the ones used in query Search engines read the file name in the URL to determine meaning. Should use keywords and – instead of _ Google will not rank site that don’t link to others, though the total number of outbound links should not equal more than 100 Anchor text in inbound links matter. As does the text around the anchor text (or clickable part)
  17. EWG.org has (estimated) 98,000 visitors/month Stats as of Jan ’08, Senior Analyst at Forrester Research http://www.web-strategist.com/blog/2008/01/09/social-network-stats-facebook-myspace-reunion-jan-2008/
  18. 1. Zimbio: Allows people to build wikis 2. Lets you easily create a webpage to make yourself and “expert” 3. Lets people build their own social network
  19. Based on Alexa.com data More than 700 million photos uploaded to the site each month. More than 4 million videos uploaded each month As of April 2008