Online Strategies And Tools For Success Hampton Roads


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Online Strategies And Tools For Success Hampton Roads

  1. 1. Online Strategies and Tools for Success Jocelyn Harmon Director of Sales and Marketing NPower Greater DC Region [email_address]
  2. 2. Agenda <ul><li>What is online marketing? </li></ul><ul><li>Why online marketing? </li></ul><ul><li>Who should do it? </li></ul><ul><li>How? </li></ul><ul><li>New Tools </li></ul><ul><li>Learn from the Best </li></ul>
  3. 3. What is online marketing? <ul><li>Any digital communication designed to generate a response, such as a donation, an event registration, a newsletter sign-up etc. </li></ul>
  4. 4. Why online marketing? <ul><li>It’s cheap </li></ul><ul><li>It’s efficient </li></ul><ul><li>It can be extremely effective </li></ul><ul><li>It can help you reach new and younger donors </li></ul><ul><li>It can enable your best supporters to market for you! </li></ul><ul><li>It’s measurable </li></ul><ul><li>It’s fun! </li></ul>
  5. 5. Who should do it?
  6. 6. Who’s Online? <ul><ul><li>76% of men are online </li></ul></ul><ul><ul><li>74% of women are online </li></ul></ul><ul><ul><li>92% of 18 – 29 year olds are online </li></ul></ul><ul><ul><li>72% of 50 – 64 year olds are online </li></ul></ul><ul><ul><li>94% with household income of $75,000+ more are online </li></ul></ul><ul><ul><li>61% of people with household income of $30,000 or less are online </li></ul></ul><ul><ul><li>Source: Pew Internet & American Life Project </li></ul></ul><ul><ul><li>170 million MySpace members </li></ul></ul><ul><ul><li>66 million Facebook users </li></ul></ul>
  7. 7. What are they doing? <ul><ul><li>92% sending or reading e-mail </li></ul></ul><ul><ul><li>91% using a search engine </li></ul></ul><ul><ul><li>71% getting news </li></ul></ul><ul><ul><li>48% watching a video on a video-sharing site like YouTube or Google Video </li></ul></ul><ul><ul><li>47% looking for news or information about politics or the upcoming campaigns </li></ul></ul><ul><ul><li>39% (57 million people) reading blogs </li></ul></ul><ul><ul><li>32% rating a product, service or person using an online rating system </li></ul></ul><ul><ul><li>Source: Pew Internet & American Life Project </li></ul></ul>
  8. 8. But How? <ul><li>Strategy first. </li></ul><ul><li>Tactics second. </li></ul>
  9. 9. #1 - Talk in Your Own Voice <ul><li>People are tired of “corporate speak.” </li></ul><ul><li>Be passionate, be creative, but most of all be real! </li></ul>
  10. 11. <ul><ul><li>Give the folks that LOVE you the tools to market on your behalf. </li></ul></ul><ul><ul><li>*A term coined by Seth Godin. </li></ul></ul>#2 *Flip the Funnel
  11. 13. #3 – Add to the Book <ul><li>Read and comment on what other folks are saying. </li></ul><ul><li>Join networks. </li></ul><ul><li>Distribute and link to content. </li></ul><ul><li>Be generous ! </li></ul>
  12. 14. 4 New Marketing Technologies <ul><li>Blogs </li></ul><ul><li>Charity widgets </li></ul><ul><li>Social networking sites </li></ul><ul><li>YouTube </li></ul>
  13. 15. Blogs <ul><ul><ul><li>Blogs enable instant feedback and communication. </li></ul></ul></ul><ul><ul><ul><li>Put a real face on an organization. </li></ul></ul></ul><ul><ul><ul><li>Are easy to update. </li></ul></ul></ul><ul><ul><ul><li>Search engines love blogs. </li></ul></ul></ul><ul><ul><ul><li>Great way to build and organize content. </li></ul></ul></ul>
  14. 16. Charity Widgets <ul><li>Are portable. </li></ul><ul><li>Enable the best kind of fundraising - person-to-person. </li></ul><ul><li>Can incorporate video, text and audio. </li></ul><ul><li>Enable impulse transactions. </li></ul><ul><li>Again, No HTML Needed. </li></ul>
  15. 17. Social Networking Sites <ul><ul><ul><li>Enable real-time conversations. </li></ul></ul></ul><ul><ul><ul><li>Are places where people are already congregating. </li></ul></ul></ul><ul><ul><ul><li>Are platforms for your supporters to support you. </li></ul></ul></ul>
  16. 18. YouTube <ul><li>Help show the emotional side of your nonprofit. </li></ul><ul><li>They’re portable. </li></ul>
  17. 19. Nothing is perfect. Well, almost nothing… <ul><li>You WILL lose control of your message. </li></ul><ul><li>Some audiences may not be ripe, yet! </li></ul><ul><li>You still need a back end. </li></ul>
  18. 20. 4 things to remember
  19. 21. 1. The Internet is leveling the playing field for nonprofits. Now even the smallest groups have the opportunity to talk and be heard.
  20. 22. 2. Your audience isn’t (just) listening to you. They’re listening to what their friends say about you.
  21. 23. 3. Online marketing tools are easy for people to cut and paste and pass on. This “viral activity” can lead to an exponential increase in donations, participation, and sales for the smart charity.
  22. 24. 4. You need sound strategy to succeed online. This means, in part, having an authentic voice and engaging stakeholders in real conversations.
  23. 25. Learn from the Best <ul><li>Beth Kanter’s Blog </li></ul><ul><li>Katya’s Nonprofit Marketing Blog </li></ul><ul><li>Seth Godin </li></ul><ul><li>Kiva </li></ul><ul><li>Case Foundation </li></ul><ul><li>Alison Fine </li></ul><ul><li>Andy Goodman </li></ul><ul><li>NTEN </li></ul><ul><li> </li></ul>