Web, Search Marketing, Social Media for Nonprofits by Suzanne McDonald Designated Editor


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Current tools, tips, and social media platforms for nonprofits and organizations with limited budgets by Suzanne McDonald, Chief Content and Social Strategist at Designated Editor. Presented at AFPRI, Association of Fundraising Professionals.

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  • 2,000 years ago Fundamentals of communicationsHow do you know who to address on your website? Today is the day you can stop guessingMaster’s degree
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
  • Tactics to help answer and refine these questions. In the scientific method, you test your hypothesis. Same here, so run some experiments, crunch some data
  • Your website and blogEmail newsletterSocial mediaBlogger relations & PRIn-person interactionsAdditional outreach platformsTying it all together
  • Your website and blog Email newsletterSocial media Blogger relations & PRIn-person interactions Additional outreach platforms Tying it all together
  • Background image: rock climbing vs
  • Be sure to have a conversion, such as a newsletter signup
  • Bring value: Discounts, deals, fun invitesContent: Enhance SEO, social engagementLeads and insights: Recommendations Explanations: Who you are, why engageInformation: Improve their lives Quick answers: Information ASAP
  • Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Does your site, if your target audience comprises people like your mom, speak to her?It’s OK to throwaway a site that’s not working – not the URL though
  • It all starts with peopleGoals: You can’t expect to gain anything if you don’t aim for itStrategy: Social media can be a big time suck. Are you wasting your time and your followers’ time? Editorial calendars help here and w goalsPlatforms: Go where you audience is!
  • Offer discounts & exclusives
  • Don’t forget about polls and Facebook Causes
  • Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
  • What works & Your consumers vs. fans
  • #1 reason is for deals. Mentioned previously Groupon and social buying. Huge cost to the business. Why not reward your most loyal? http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
  • Connections: NIM, use Twitter to engage, test your audience
  • 30% of users = 25-34 y.o 80% female $25-75K household incomemidwesterners more engaged than w other sm platformshttp://techcrunch.com/2012/03/14/this-is-everything-you-need-to-know-about-pinterest-infographic/
  • 6 million LinkedIn members work in saleshttp://econsultancy.com/us/blog/7334-social-media-statistics-one-year-laterSays to me: great for prospecting!
  • Search and tagGroups – ConnectAnswersEvents
  • Suggested uses: Video clips, discounts, http://mashable.com/2011/07/23/creative-qr-codes/
  • http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
  • http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
  • Hootsuite: post to multiple accounts, see who connecting w/Bit.ly: How many clicks are you getting? How make your engagement betterEventbrite, reviews on Yelp and Google, SlideShare
  • Bit.ly see what works: Spike was asking social friends to mention my linkGardenGrants – customize, see a real phrase & curiousity
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
  • Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it.Next gathering a week from today at 41 North
  • Web, Search Marketing, Social Media for Nonprofits by Suzanne McDonald Designated Editor

    1. 1. Maximizing ResourcesDesignated EditorSpeaking Series Making Web, Search & Social Media Work for You Association of Fundraising Professionals Rhode Island Suzanne McDonald Content & Social Strategist at Designated Editor @Sue_DesigEditor
    2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
    3. 3. Communications hasn’t changed www.designatededitor.com 3
    4. 4. who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 4
    5. 5. your target audience Refine your target audience Tap into your Look at analytics statistics Use your Examine keywords demographics www.designatededitor.com 5
    6. 6. Bruno Maia, IconTextohttp://www.icontexto.com www.designatededitor.com 6
    7. 7. Where does content live? Social Media Blog Email Website www.designatededitor.com 7
    8. 8. TargetDesired audience info Usability Visitors 8 www.designatededitor.com
    9. 9. speak to specific people XXXX www.designatededitor.com 9
    10. 10. Website & blog resources www.designatededitor.com 10
    11. 11. LinksKeywords Content SEO www.designatededitor.com 11
    12. 12. your blogGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsUse an editorial calendar www.designatededitor.com 12
    13. 13. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php www.designatededitor.com 13
    14. 14. email www.designatededitor.com 14
    15. 15. how easy is it to use your site? ‘Put your mom in front of your site and see if she can figure it out’ − Tim Ash Sitetuners.com www.designatededitor.com 15
    16. 16. Editorial calendars Match info toContent your SEOcreators Resources www.designatededitor.com 16
    17. 17. www.designatededitor.com 17
    18. 18. Google AlertsFacebook Twitter Polls Social Trends LinkedIn Answers www.designatededitor.com 18
    19. 19. www.designatededitor.com 19
    20. 20. Forrester’s social strategy People Learn your audience’s social activities and behaviors Objectives Decide what you want to accomplish Strategy Plan how your motives will change your relationship with your audience Technology Choose what social media platforms you want to use for your campaign www.designatededitor.com 20
    21. 21. Creating Facebook updates• Provide sneak-peeks & previews• Create conversations & contests• Conduct polls & ask questions• <250 characters = 60% more Likes• Photos & video = 2x engagement www.designatededitor.com 21
    22. 22. events www.designatededitor.com 22
    23. 23. Targeting Facebook ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status www.designatededitor.com 23
    24. 24. Facebook InsightsEngagement &Relevance www.designatededitor.com 24
    25. 25. www.designatededitor.com 25
    26. 26. http-//socialtimes.com/twitter-vs-facebook-infographic_b73972 www.designatededitor.com 26
    27. 27. Connections www.designatededitor.com 27
    28. 28. http://techcrunch.com/2012/03/14/this-is-everything-you-need-to-know-about-pinterest-infographic/ www.designatededitor.com 28
    29. 29. Find a jobDiscover clientsSearchable resumeConnect on a professional levelOvercome email blocksContinue the conversationsShowcase your expertise www.designatededitor.com 29
    30. 30. LinkedIn: Nearly 2 billion people searches in 2010 http://www.simplyzesty.com/social-media/linkedin-2/essential-linkedin-stats-you-need-to-know/ www.designatededitor.com 30
    31. 31. LinkedIn market researchDiscover major companies withSearchCategorize prospects withTagsParticipate in Groups specific to your industryContribute your expertise withAnswersFind and Connectwith key influencersHost or attend an Event and share it www.designatededitor.com 31
    32. 32. QR codes http://mashable.com/2011/07/23/creative-qr-codes/ www.designatededitor.com 32
    33. 33. QR codes: Where are they used? useful? http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ www.designatededitor.com 33
    34. 34. QR codes: How to make ’em http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ www.designatededitor.com 34
    35. 35. tools to consider www.designatededitor.com 35
    36. 36. www.designatededitor.com 36
    37. 37. Google Analytics: soon + social www.designatededitor.com 37
    38. 38. www.designatededitor.com 38
    39. 39. Quality content Optimizes Interests humanssocial graph Integrates SEO www.designatededitor.com 39
    40. 40. In-person engagement www.designatededitor.com 40
    41. 41. Thank you!Designated EditorSpeaking Series Making Web, Search & Social Media Work for you Association of Fundraising Professionals Rhode Island Suzanne McDonald Content & Social Strategist at Designated Editor @Sue_DesigEditor