DANA sessions for non profits- session 2 slides

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

9. Threshold Experiences

13. Right. So What?

14. ALL Threshold Experiences:
-Your Website
-Your Social Voice
-Your Social Profiles
-Your Email
-Your Fundraising Campaigns
-Your Volunteers

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

17. Are These Your Customers?

18. Are They Here?

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

20. The 3 Click Rule

21. 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

22. “Customer” Centric
Is Critical

23. “Clients”

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

25. Donors

26. 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?

27. Volunteers

28. 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

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

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

32. Outbound, a.ka.
Traditional
Marketing

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

34. Inbound Marketing

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

36. What Will Work For
You?

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

38. 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.

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

42. 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

47. Step One

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

49. iGoogle can be your Newspaper

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

51. 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

52. Tribe Identity

53. “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

55. Think like a publisher, not a
marketer.

56. Content Rules

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

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

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

61. “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

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

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

68. Decide on a Goal,
Then Measure It

69. Custom URLS

71. 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

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

73. These Are Your
Billboards

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

76. Let’s get Beyond
“Oooh, Shiny!”

82. The End

83. The Most Integrated
Marketing Plan on
the Planet

88. Things you’ll need to
consider
• Who will be that public face?
• Do they have the ability/authority to
solve problems?
• Frequency of Updates
• The “reason” to blog

90. “Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”

91. “In the long history of humankind those who
learned to collaborate and improvise most
effectively have prevailed.”
~ Charles Darwin

93. Your Customer or Theirs?
Can you be there to catch
your competitor’s unhappy
customers?
Can you be there when
they’re not listening?
Can you offer a helpful
alternative?
Can you position yourself
next to similar businesses and
partner?

94. Brand Consistency

98. Lifetime Value of a Customer
Formula includes:
Average number of years a customer does
business with you
Average revenue per customer per year
Estimated costs to deliver products/services

99. Consider
Cost of a lost customer in terms of lost revenue
and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do to
keep existing customers happy?
Churn rate- how many customers leave? And
what does it cost to replace them?

100. Do The Math
Cost Per Lead* = (Total Ad Costs) / (# Leads
Generated)
Total Ad Costs = Direct Ad Costs + Indirect Ad Costs
Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees
Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)
Marketing ROI = (Revenue – Marketing Cost) /
Marketing Cost

101. Relevancy
to you, to your customers

103. Channels are on 24 x 7

104. Competitive Intelligence

105. Competitive
Intelligence
✤ SEOMoz, Alexa.com,
Compete.com, Quantcast- How
well are you doing, and how
well are your competitors
doing?
✤ Search for trends in
trends.google.com to see if you
can produce timely or
seasonally relevant content
✤ Google Alerts for competitors
as well yourself

106. What’s Your Time
Worth?

107. Income /2080 =
Hourly Rate

108. $40,000/ yr =
$19.23/hr

112. Looking for the Sweet Spot

113. Influence
Liking
Reciprocity
Social Proof
Consistency
Authority
Scarcity

114. RSS- Really Simple Syndication
Subscription- Let Them Come to You

115. Session 2
Using Social Media to Connect Your
Brand to Your Customers
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Killer content: Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast

118. Don’t Be This Guy

119. Strategy

122. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com

124. Cautions

129. Top Social Networks
LinkedIn
Twitter
Facebook
Plus, we’ll talk mobile- Foursquare

139. Social Media ROI
Efficiency Increase network
Reputation Grow Trust
Differentiation Client Education
Client Service/ New Opportunities
Retention
Flexibility, Timeliness
PR & Exposure

140. 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

141. Case Studies
Comcast - Increase Groupon: plusses and
customer satisfaction, minuses- Superbowl
reduce loss of Debacle
customers
Motrin Moms
Zappos- expand
business model, build
customer base

154. Social Media ROI
✦ Efficiency ✦ Grow Trust
✦ Reputation ✦ Client Education
✦ Differentiation ✦ New Opportunities
✦ Client Service/Retention ✦ Flexibility, Timeliness
✦ PR & Exposure
✦ Increase network

160. RSS- Really Simple Syndication
Subscription- Let Them Come to You

164. Case Studies
✦ Comcast - Increase ✦ Motrin Moms
customer satisfaction,
reduce loss of customers
✦ Zappos- expand
business model, build
customer base
✦ Groupon: plusses and
minuses- Superbowl
Debacle

165. Changing Marketplace
Everyone can create their own channel of
communication- often inexpensively.
Everyone can market their own ideas.
The problem lies in building the right network
for that communication.

166. Megaphones Don’t Work
You no longer control the entire message

167. They’re Shouting Back
Your Customers Now Have A Say

168. You’ve Got Ideas