Second session for nonprofits in trial course about finding your voice and its importance in a digital strategy online

1. Connecting Your Brand
to Your Customers
Whitney Hoffman
Hoffman Digital Media

2. Customers- Clients,
Volunteers, & Donors

3. Session 2
Online Branding- Connecting to Your “Customers”
Understanding your Brand
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Finding and Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast

4. Identifying Brand

5. “The Emotional aftertaste
after a set of experiences.”

6. Who are You?
What do you do?

7. The voice should be
honest and authentic

8. Be relevant, timely and
engaging

10. The Face (and voice)
of Your Brand
Network Solutions, Shashi Bellamkonda
The Social Media Swami

12. Where do you find your customers?

13. Are These Your Customers?

14. Are They Here?

15. Your Website is Your Homebase Online
Blog Social Media
Video, Web
Donor CRM
Audio Site
e-mail, Traditional
Newsletters promotions,
events

16. Avoid Complications and Hurdles
How patient are you at getting
through to an organization ?
How much effort should it
take to donate time or money?
What hurdles are important,
and which can be lowered?
Each barrier can lead to loss
of momentum and interest

17. The 3 Click Rule

18. The 3 Click Design Rule
Put the least distance possible between your
“customer” and the information they need
Make donations easy to accept online and off-
line
Make volunteering as easy as possible
Make it easy for people to interface with your
organization, not too difficult

19. “Customer” Centric
Is Critical

20. “Clients”

21. Who Do You Serve?
Ages
Demographics
Where do they get their information?
Are you serving them where they are or at your
convenience?

22. Donors

23. Donors
Where are they? (The Giving Tree model)
Why do they give?
How do they give? Can you make it easier?
What’s the overhead per donation?
Timing? Seasonality? Yours or Theirs?

24. Volunteers

25. Volunteers
What kind of help do you need?
What sort of hoops do people need to jump
through to get involved?
Time Commitment/Flexibility
Quid Pro Quo- Thank you’s and recognition are
important

26. Where is Your Community?
Where are Your Audience?
Connecting Where It’s Relevant to Them

28. I know I’m wasting half my advertising
budget, I just don’t know which half.
-John Wanamaker

29. Outbound, a.ka.
Traditional
Marketing

30. Traditional Marketing
• Print (newspapers, magazines, flyers)
• Direct Mail
• Broadcast (TV, Radio)
• Events

31. Inbound Marketing

32. Inbound Marketing Tools
• Online Ads
• Website
• Blogs
• Email (newsletters, email marketing)
• Social Media, including online video
• SEO/SEM, Review Sites, Mobile

33. What Will Work For
You?

34. There’s probably
more than one
answer...

35. What Do You Want?
Goal Metrics
Friends, Fans,
Attention
Followers, Visits
Contact Information,
New Leads
Data
New Donors, Volunteers Conversions
Downloads for White
Leadership in the field
papers, ebooks, etc.

38. Integrated Marketing
• QR Codes (used well)
• Foursquare
• Mobile/Location Aware
• Custom URL’s

39. Why?
• Drive People to an exact page to
measure conversions/engagement
• Easiest: bit.ly , hootsuite and other
URL shortners with metrics
• More difficult: Google Custom URL
Builder, A/B Testing

44. Step One

45. Using Tools to Listen
1. Google Alerts
2. Twitter search
3. Blog Search

46. iGoogle can be your Newspaper

47. Monitoring,
Comparing
Quantcast
Compete.com
Alexa
Radian6 (Social Media Monitoring)
Flowtown (Social Media Monitoring)

48. Creating Communities
✦ This is a long term versus short term strategy
✦ People come to you because of content and
added value
✦ Grows network, fans, evangelists
✦ Must give them something to do- keep it fresh
or it dies

49. Tribe Identity

50. “We’re still in the process of picking ourselves up off the
floor after witnessing firsthand the fact that a 16-year-
old YouTuber can deliver us 3 times the traffic in a
couple of days that some excellent traditional media
coverage has over 5 months.”
~ Michael Fox

52. Think like a publisher, not a
marketer.

53. Content Rules

55. Making Content Memorable
Keep it
Simple
Make it
Unexpected
Concrete
Credible
Emotional
Story

56. What Does It All
Mean?
Demystifying the Networks
Comparisons and Data

57. If content is King, conversion
is queen.
-John Munsell, CEO of Bizzuka

58. “If you make customers unhappy in the physical
world, they might each tell 6 friends. If you make
customers unhappy on the Internet, they can each
tell 6,000 friends.”
-Jeff Bezos, CEO of Amazon.com

59. What You Need
Tools
Tactics (abilities)
Strategy (skill)

63. Social Media is an
ingredient, not an entree.
-Jay Baer

65. Decide on a Goal,
Then Measure It

66. Custom URLS

68. Wrap Up Advice
• If it’s integrated, you can measure
your results
• Make sure you set goals and
expectations up front- what can you
expect?
• Test (A/B), Play, and find what works
for you

69. I like to say Twitter is like a bar, Facebook
is your living room, and LinkedIn is your
local Chamber of Commerce.
-BS Stoltz

70. These Are Your
Billboards

72. Social media is free in the same way
a puppy is free.

73. Let’s get Beyond
“Oooh, Shiny!”

79. The End