DANA week 2 branding & voice copy

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

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DANA week 2 branding & voice copy

  1. 1. Connecting Your Brand to Your Customers Whitney Hoffman Hoffman Digital Media
  2. 2. Customers- Clients,Volunteers, & Donors
  3. 3. Session 2Online Branding- Connecting to Your “Customers”Understanding your BrandWho to connect to and why? Inbound andOutbound Marketing in a NutshellFinding and Engaging Your AudienceElements of making your messages memorableHow to Listen as well as Broadcast
  4. 4. Identifying Brand
  5. 5. “The Emotional aftertasteafter a set of experiences.”
  6. 6. Who are You?What do you do?
  7. 7. The voice should behonest and authentic
  8. 8. Be relevant, timely and engaging
  9. 9. The Face (and voice) of Your BrandNetwork Solutions, Shashi BellamkondaThe Social Media Swami
  10. 10. Where do you find your customers?
  11. 11. Are These Your Customers?
  12. 12. Are They Here?
  13. 13. Your Website is Your Homebase Online Blog Social MediaVideo, Web Donor CRMAudio Site e-mail, Traditional Newsletters promotions, events
  14. 14. Avoid Complications and HurdlesHow patient are you at gettingthrough to an organization ?How much effort should ittake to donate time or money?What hurdles are important,and which can be lowered?Each barrier can lead to lossof momentum and interest
  15. 15. The 3 Click Rule
  16. 16. The 3 Click Design RulePut the least distance possible between your“customer” and the information they needMake donations easy to accept online and off-lineMake volunteering as easy as possibleMake it easy for people to interface with yourorganization, not too difficult
  17. 17. “Customer” Centric Is Critical
  18. 18. “Clients”
  19. 19. Who Do You Serve?AgesDemographicsWhere do they get their information?Are you serving them where they are or at yourconvenience?
  20. 20. Donors
  21. 21. DonorsWhere 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?
  22. 22. Volunteers
  23. 23. VolunteersWhat kind of help do you need?What sort of hoops do people need to jumpthrough to get involved?Time Commitment/FlexibilityQuid Pro Quo- Thank you’s and recognition areimportant
  24. 24. Where is Your Community?Where are Your Audience?Connecting Where It’s Relevant to Them
  25. 25. I know I’m wasting half my advertising budget, I just don’t know which half. -John Wanamaker
  26. 26. Outbound, a.ka. Traditional Marketing
  27. 27. Traditional Marketing• Print (newspapers, magazines, flyers)• Direct Mail• Broadcast (TV, Radio)• Events
  28. 28. Inbound Marketing
  29. 29. Inbound Marketing Tools• Online Ads• Website• Blogs• Email (newsletters, email marketing)• Social Media, including online video• SEO/SEM, Review Sites, Mobile
  30. 30. What Will Work For You?
  31. 31. There’s probably more than one answer...
  32. 32. What Do You Want? Goal Metrics Friends, Fans, Attention Followers, Visits Contact Information, New Leads DataNew Donors, Volunteers Conversions Downloads for WhiteLeadership in the field papers, ebooks, etc.
  33. 33. Integrated Marketing• QR Codes (used well)• Foursquare• Mobile/Location Aware• Custom URL’s
  34. 34. 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
  35. 35. Step One
  36. 36. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
  37. 37. iGoogle can be your Newspaper
  38. 38. Monitoring, ComparingQuantcastCompete.comAlexaRadian6 (Social Media Monitoring)Flowtown (Social Media Monitoring)
  39. 39. 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
  40. 40. Tribe Identity
  41. 41. “We’re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us 3 times the traffic in acouple of days that some excellent traditional mediacoverage has over 5 months.”~ Michael Fox
  42. 42. Think like a publisher, not a marketer.
  43. 43. Content Rules
  44. 44. Making Content MemorableKeep itSimpleMake itUnexpectedConcreteCredibleEmotionalStory
  45. 45. What Does It All Mean? Demystifying the Networks Comparisons and Data
  46. 46. If content is King, conversionis queen. -John Munsell, CEO of Bizzuka
  47. 47. “If you make customers unhappy in the physicalworld, they might each tell 6 friends. If you makecustomers unhappy on the Internet, they can eachtell 6,000 friends.” -Jeff Bezos, CEO of Amazon.com
  48. 48. What You NeedToolsTactics (abilities)Strategy (skill)
  49. 49. Social Media is aningredient, not an entree. -Jay Baer
  50. 50. Decide on a Goal,Then Measure It
  51. 51. Custom URLS
  52. 52. 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
  53. 53. I like to say Twitter is like a bar, Facebookis your living room, and LinkedIn is yourlocal Chamber of Commerce. -BS Stoltz
  54. 54. These Are Your Billboards
  55. 55. Social media is free in the same way a puppy is free.
  56. 56. Let’s get Beyond “Oooh, Shiny!”
  57. 57. The End

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