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2014 Trends in Association Online Marketing

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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.

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2014 Trends in Association Online Marketing

  1. 1. 2014 TRENDS IN CCEO 2014 | Ed Schipul | @eschipul Tendenci The Open Source Global Platform for Non-Profits Photo: instagram.com/dvf
  2. 2. 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/
  3. 3. 1. MOBILE TRENDS
  4. 4. 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
  5. 5. Tablet Stats
  6. 6. MOBILE OPTIONS Separate Site/Pages vs. Responsive Design m.ymcahouston.org cmhouston.org
  7. 7. 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
  8. 8. WHAT ABOUT MOBILE APPS? • Consider the Use Case • Remember: Apps are Device-Specific
  9. 9. 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
  10. 10. Mobile Stats
  11. 11. Usage Stats
  12. 12. 2013 Mobile Benchmarks for our Association clients 2012 Q1 Mobile Traffic: 8% 2013 Q1 Mobile Traffic: 12% 50% Increase Year over Year
  13. 13. 2. CONTENT TRENDS Photo Credit: flickr.com/photos/ekilby/5611541203/
  14. 14. Trend: VISUAL VISUAL VISUAL
  15. 15. • Visual! • Easy to Share • 17% of all social media driven ecommerce
  16. 16. WHY? Photo Credit: flickr.com/photos/fdctsevilla/3968090665
  17. 17. Infographics google.com/trends
  18. 18. Tip: Integrate Visuals into content you’re already posting
  19. 19. Tip: Show Off Your Members
  20. 20. TOOLS FOR VISUAL CONTENT madewithover.com Resources for making infographics: http://bit.ly/infographictips http://bit.ly/infographictips2
  21. 21. Trend: INBOUND MARKETING
  22. 22. SEARCH ENGINE OPTIMIZATION Photo Credit flickr.com/photos/josefstuefer/9500503
  23. 23. How a Search Engine Works
  24. 24. Search Engines are Deaf and Blind
  25. 25. SEO = Write great content + Use targeted keywords where they make sense
  26. 26. The #1 thing you can do to improve SEO is add new relevant content regularly
  27. 27. New Rules: Penguin and Panda Penalize Low Quality Content Penalize Over-Optimization
  28. 28. Analytics Benchmark 60-75% of Traffic should come from organic search
  29. 29. NYT Survey: 68% of people said they “Share to give people a better sense of who they are and what they care about.”
  30. 30. Creating Shareable Content •Show who benefits and the impact •Showcase your people - staff & volunteers •Cover Events •Stats & Education •Think Real Time •Say “THANK YOU!”
  31. 31. Think Shareable •Top 10 Ways to... •Hot Topics/In the News •Infographics •How to/FAQs •Tag People •Local Content •Revisit/Update Popular Content
  32. 32. 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
  33. 33. 3. TRENDS IN RECRUITING/ RETAINING MEMBERSHIP
  34. 34. Let’s Talk Advertising Trend: Extremely Targeted Ads
  35. 35. 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
  36. 36. • Target based on personal interests • 3 Types: • Boost post • Sponsored Story • Paid ad • Average CTR is low (~0.05%)
  37. 37. • 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
  38. 38. Tip: Lower the Barrier to Entry 40%60% Job Board Pageviews All Other Pageviews
  39. 39. Tip: Meet People Where They Are
  40. 40. 4. TRENDS IN SOCIAL MEDIA
  41. 41. Organizations who incorporate social media into fundraising campaigns generate 10x more money Source: 2012 Digital Giving Index
  42. 42. Trend: VISUAL VISUAL VISUAL
  43. 43. FIND YOUR AUDIENCE http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
  44. 44. 1. It is owned by Google 2. Google Places become Google Plus Local Pages 3. Search Plus rolls out WHY YOU SHOULD CARE
  45. 45. • Lifestyle • Curated Content - 80% are repins • Inspiration/Aspiration • Demographic: College Educated Women
  46. 46. Monitoring Tool: Pinalerts
  47. 47. • 12% of web users • Demographics: • Age 18 - 29 • Even Men/Women • College-Educated • Now with video!
  48. 48. • 6 Second “Animated GIF” Style Videos • Early Adopters • Introduced by Twitter in February 2013
  49. 49. • “YouTube for Presentations” • Share webinars, public speaking, documents • Embed YouTube videos • Business-Oriented content
  50. 50. TIPS FOR EXPLORING NEW NETWORKS • Listen first • Tell them how to talk about #you • Monitor Demographics • Focus - don’t overcommit
  51. 51. NEW LAST YEAR Universal #hashtags
  52. 52. 5. TRENDS IN ANALYTICS
  53. 53. REAL TIME DATA
  54. 54. SOCIAL VALUE TRACKING
  55. 55. Avs.B A/B Testing with Google Analytics Content Experiments
  56. 56. Social Media Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats
  57. 57. Heat Map Tools with CrazyEgg.com
  58. 58. 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/
  59. 59. QUESTIONS? ED SCHIPUL CEO @eschipul slideshare.net/tendenci blog.tendenci.com @tendenci

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