What's next for Association and Nonprofit Communication Technology? Join Ed Schipul, CEO of Tendenci, a Houston web marketing agency whose focus is Nonprofits and Associations, as he talks online marketing trends for 2014. Ed will discuss best practices and tools for making the most of trends in Mobile, Social Media, Search Engine Marketing, Content Strategy, Online Advertising, Membership Recruitment, Analytics, and more. He'll also share lots of real-world examples and benchmarks from Schipul's client base.

1. 2014 TRENDS IN
CCEO 2014 | Ed Schipul | @eschipul
Tendenci The Open Source Global Platform
for Non-Profits
Photo: instagram.com/dvf

3. EMERGENT?
1. Mobile=Location=Mobile
2. Visual Stories = You!
3. Membership = Infamy
4. Social Media = Tactic
5. Analytics = Measurement
Photo Credit: flickr.com/photos/duncanh1/9047426263/

4. 1. MOBILE TRENDS

5. 2013 Mobile Stats
13% of web traffic is mobile
50% of local searches are mobile
57% of users say they won’t
recommend a business with a poor
performing mobile site
Google rewards mobile-optimized
content in search results

6. Tablet Stats

7. MOBILE OPTIONS
Separate Site/Pages vs. Responsive Design
m.ymcahouston.org cmhouston.org

8. Separate Site/Pages vs. Responsive Design
Pros:
• Easier to add to existing
website
• Cost
• Full content
customization
!
Cons:
• Scalability
• Content lives in multiple
places
Pros:
• Scalable
• SEO Friendly (Google
Recommends)
• Content Lives in One Place
• Best Practice
!
Cons:
• Development Time - Cost
• All Content Must be Flexible

9. WHAT ABOUT MOBILE APPS?
• Consider the
Use Case
• Remember:
Apps are
Device-Specific

10. What’s New in 2014?
Mobile Users want
the same experience
85% of mobile users say
they watch TV with their
devices
1
1
23
4
2
4 3

11. Mobile Stats

12. Usage Stats

13. 2013 Mobile Benchmarks for our Association clients
2012 Q1 Mobile Traffic: 8%
2013 Q1 Mobile Traffic: 12%
50% Increase Year over Year

14. 2. CONTENT
TRENDS
Photo Credit: flickr.com/photos/ekilby/5611541203/

15. Trend:
VISUAL
VISUAL
VISUAL

16. • Visual!
• Easy to Share
• 17% of all social
media driven
ecommerce

17. WHY?
Photo Credit: flickr.com/photos/fdctsevilla/3968090665

18. Infographics
google.com/trends

19. Tip: Integrate
Visuals into
content you’re
already posting

20. Tip: Show
Off Your
Members

21. TOOLS FOR VISUAL CONTENT
madewithover.com
Resources for making infographics:
http://bit.ly/infographictips
http://bit.ly/infographictips2

22. Trend:
INBOUND
MARKETING

23. SEARCH ENGINE
OPTIMIZATION
Photo Credit flickr.com/photos/josefstuefer/9500503

24. How a Search Engine Works

26. Search Engines are Deaf and Blind

28. SEO =
Write great content
+
Use targeted keywords where they
make sense

29. The #1 thing you can
do to improve SEO is
add new relevant
content regularly

30. New Rules: Penguin and Panda
Penalize Low Quality Content Penalize Over-Optimization

31. Analytics Benchmark
60-75% of
Traffic should
come from
organic search

32. NYT Survey: 68% of people said they
“Share to give people a better
sense of who they are and
what they care about.”

33. Creating Shareable Content
•Show who benefits and
the impact
•Showcase your people -
staff & volunteers
•Cover Events
•Stats & Education
•Think Real Time
•Say “THANK YOU!”

34. Think Shareable
•Top 10 Ways to...
•Hot Topics/In the News
•Infographics
•How to/FAQs
•Tag People
•Local Content
•Revisit/Update Popular
Content

35. Think About Types • Your top blog post could
make a great video or
whitepaper
• Content Types:
• Photos
• Articles
• Press Releases
• Blog Posts
• Slideshare Presentations
YouTube has 1
billion monthly
active users

36. 3. TRENDS IN
RECRUITING/
RETAINING
MEMBERSHIP

37. Let’s Talk Advertising
Trend: Extremely Targeted Ads

38. Search Network
Be there when they’re
searching for you
2%-4% CTR
Display Network/
Banner Ads
Branding Impressions to a
Targeted Audience
0.1% CTR

39. • Target based on
personal interests
• 3 Types:
• Boost post
• Sponsored
Story
• Paid ad
• Average CTR is
low (~0.05%)

40. • Target by Industry/Job Title
• Be careful of ad fatigue
• Promoted Accounts and Tweets
• Targets users like your followers,
or by what they tweet about
• Only pay for what works (when
someone clicks, replies, RTs)
• Standard In-Stream: :15 or :30 long
“commercials” between videos
• TrueView: Can be longer, viewers
can skip after 5 seconds

41. Tip: Lower the
Barrier to Entry
40%60%
Job Board
Pageviews
All Other
Pageviews

42. Tip: Meet People
Where They Are

43. 4. TRENDS IN SOCIAL MEDIA

44. Organizations who incorporate social
media into fundraising campaigns
generate 10x more
money
Source: 2012 Digital Giving Index

45. Trend:
VISUAL
VISUAL
VISUAL

46. FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

47. 1. It is owned by
Google
2. Google Places
become Google
Plus Local Pages
3. Search Plus rolls
out
WHY YOU SHOULD CARE

48. • Lifestyle
• Curated Content - 80% are
repins
• Inspiration/Aspiration
• Demographic: College
Educated Women

49. Monitoring Tool: Pinalerts

50. • 12% of web users
• Demographics:
• Age 18 - 29
• Even Men/Women
• College-Educated
• Now with video!

51. • 6 Second
“Animated GIF”
Style Videos
• Early Adopters
• Introduced by Twitter in February 2013

52. • “YouTube for
Presentations”
• Share webinars, public
speaking, documents
• Embed YouTube videos
• Business-Oriented
content

53. TIPS FOR EXPLORING NEW NETWORKS
• Listen first
• Tell them how to talk about #you
• Monitor Demographics
• Focus - don’t overcommit

54. NEW LAST YEAR
Universal #hashtags

55. 5. TRENDS IN
ANALYTICS

56. REAL TIME DATA

57. SOCIAL VALUE TRACKING

58. Avs.B
A/B Testing with Google Analytics Content Experiments

59. Social Media Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats

60. Heat Map Tools with
CrazyEgg.com

61. WRAPPING
UP...
1. Mobile Trends
2. Content Trends
3. Membership Trends
4. Social Media Trends
5. Web Analytics Trends
Photo Credit: flickr.com/photos/duncanh1/9047426263/

62. QUESTIONS?
ED SCHIPUL
CEO
@eschipul
slideshare.net/tendenci
blog.tendenci.com
@tendenci