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Earning more online

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Slides from training course about using social media for generating income and increasing online audiences.

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Earning more online

  1. 1. Earning more online Jon Matthews
  2. 2. Content <ul><li>Introduction </li></ul><ul><li>The Secret! </li></ul><ul><li>Engagement </li></ul><ul><li>Fundraising </li></ul><ul><li>Monitoring </li></ul><ul><li>Getting started </li></ul><ul><li>Examples </li></ul>
  3. 3. Learning from Obama <ul><li>5 million friends on 15 social networking sites – 3 million on Facebook </li></ul><ul><li>13 million email list </li></ul><ul><li>3 million online donors </li></ul><ul><li>8.5 million monthly visits to website </li></ul><ul><li>2000 official videos on YouTube </li></ul><ul><li>3 million signed up for text messages </li></ul>
  4. 4. Why it worked <ul><li>Clear objectives – raise funds, engage community to fundraise and vote </li></ul><ul><li>Stimulate action and make things happen – low barriers </li></ul><ul><li>Engage at all level – posting comments, blogging, recruiting others, drive up commitment by offering more value </li></ul>
  5. 5. <ul><li>Identify super users (give them the tools) </li></ul><ul><li>Be where people are- drive them to your site </li></ul><ul><li>Be relevant –listen to what people say </li></ul><ul><li>On and Offline </li></ul><ul><li>Be found </li></ul><ul><li>Measure everything </li></ul><ul><li>The right team </li></ul>
  6. 6. <ul><li>VIDEO CLIP </li></ul>
  7. 7. Secrets to earning more online <ul><li>Passion </li></ul><ul><li>Persistence </li></ul><ul><li>Partnership </li></ul>
  8. 8. Passion <ul><li>Being passionate about cause </li></ul><ul><li>Matching the donors need </li></ul><ul><li>Encouraging people to be passionate about the organisation </li></ul>
  9. 9. Persistence <ul><li>Building up relationships </li></ul><ul><li>Takes time to nurture </li></ul>
  10. 10. Partnership <ul><li>Within the organisation </li></ul><ul><li>Between social media </li></ul><ul><li>On and Offline content </li></ul>
  11. 11. YOUR WEBSITE Facebook Twitter YouTube Email Advocates New networks Friends FUNDRAISE HERE Forums Blogs
  12. 12. Engagement <ul><li>How do you engage people? </li></ul><ul><ul><li>Give information / News </li></ul></ul><ul><ul><li>Provide support or a service </li></ul></ul><ul><ul><li>Communicate with people </li></ul></ul><ul><ul><li>Receive donations </li></ul></ul><ul><ul><li>Make people feel good </li></ul></ul>
  13. 13. Where to start? <ul><li>“ One rule: Follow the donor, be where the donors are ” – Howard Lake </li></ul><ul><li>Look whose talking about you already </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Google Blog Search. </li></ul></ul><ul><ul><li>Social Mention and Addict o matic </li></ul></ul>
  14. 14. Facebook <ul><li>Photos </li></ul><ul><li>Maximise Like button </li></ul><ul><li>Promote it, encourage supporters to ‘like’ site </li></ul><ul><li>Build relationships first </li></ul><ul><li>Respond to people </li></ul>
  15. 15. YouTube <ul><li>Consent of people involved </li></ul><ul><li>Keep it short 1-2 minutes </li></ul><ul><li>Viral – needs to be stand alone </li></ul><ul><li>What difference will you make – context to video </li></ul>
  16. 16. Twitter <ul><li>Be personal </li></ul><ul><li>Use it to link to stories and information </li></ul><ul><li>Interact with followers </li></ul><ul><li>Breast Cancer Care </li></ul>
  17. 17. Email <ul><li>Long lasting </li></ul><ul><li>Ask recipient to take 1 action, update people on progress </li></ul><ul><li>Tailor content to audience </li></ul><ul><li>Make them personal </li></ul><ul><li>Remove emails that bounce (mail Chimp) </li></ul><ul><li>Say thank you </li></ul>
  18. 18. Building relationships <ul><li>Who is on your site? </li></ul><ul><ul><li>Service users </li></ul></ul><ul><ul><li>Supporters </li></ul></ul><ul><ul><li>People seeking information </li></ul></ul><ul><ul><li>Trustees </li></ul></ul><ul><ul><li>Professionals </li></ul></ul><ul><li>Make content appropriate </li></ul><ul><ul><li>Donor vs Service user </li></ul></ul><ul><li>Site /Media personality </li></ul><ul><ul><li>Facebook / Micro sites / Twitter </li></ul></ul>
  19. 19. All about choice <ul><li>Different people use internet in different Ways </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Which to use; all? </li></ul><ul><ul><li>User choice </li></ul></ul>
  20. 20. Provide Information <ul><li>“ The Internet is a thoughtful person’s media ” Andrew Cates (CEO) Village SOS </li></ul><ul><li>People will research the charity before giving </li></ul><ul><li>Can give more depth and understanding to issues; back up images with facts, stories </li></ul><ul><li>Transparency of income and expenditure </li></ul>
  21. 21. Use of intelligence <ul><li>Use what you know about your visitor </li></ul><ul><li>Landing page </li></ul><ul><ul><li>Meet users expectations </li></ul></ul><ul><ul><li>Why are they visiting </li></ul></ul><ul><ul><li>Does content match reason for visiting </li></ul></ul><ul><li>Page ‘log in’ </li></ul><ul><ul><li>Match content to user </li></ul></ul>
  22. 22. Relationships matter <ul><li>Engage mentally and emotionally </li></ul><ul><li>All about community (Beatbullying) </li></ul><ul><ul><li>Build </li></ul></ul><ul><ul><li>Maintain </li></ul></ul><ul><ul><li>Nurture </li></ul></ul><ul><li>Building relationships </li></ul><ul><li>Takes time (Beatbullying) </li></ul><ul><li>On and Off line (Child’s I Foundation) </li></ul>
  23. 23. Get people talking <ul><li>Spark debate </li></ul><ul><li>Create peer support </li></ul><ul><li>User generated content </li></ul><ul><li>Give good quality information </li></ul><ul><ul><li>80:20 </li></ul></ul><ul><li>‘ Like’ it; The purchaser is the best promoter </li></ul>
  24. 24. Fund raising <ul><li>Build </li></ul><ul><li>Relationships </li></ul><ul><li>First! </li></ul>
  25. 25. Fund raising <ul><li>Small proportion of sectors income; but growing fast </li></ul><ul><li>Very economical </li></ul><ul><li>Drive traffic to site </li></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Information </li></ul></ul>
  26. 26. Once on site <ul><li>Guide them through site </li></ul><ul><ul><li>Don’t let them get distracted </li></ul></ul><ul><ul><li>Single cause sites -Microsites </li></ul></ul><ul><ul><li>Higher not lower value asks </li></ul></ul><ul><li>Appeals work best </li></ul><ul><ul><li>Build up interest </li></ul></ul><ul><ul><li>Friends asking friends </li></ul></ul>
  27. 27. Monitoring / review <ul><li>Google Analytics </li></ul><ul><li>Facebook insights ( http:// www.facebook.com ) </li></ul><ul><li>Forums – what are people talking about </li></ul>
  28. 28. Tools <ul><li>Mail Chimp – Email tool </li></ul><ul><li>Tweetdeck – manages social media </li></ul>
  29. 30. Tips on getting started <ul><li>See what others are doing </li></ul><ul><li>Follow people on Twitter / Facebook </li></ul><ul><li>What do they do that you like / dislike </li></ul><ul><li>Don’t try and be everywhere </li></ul><ul><li>Identify the existing skill level </li></ul><ul><li>Time commitment from staff / Trustees </li></ul><ul><li>Find free resources to help </li></ul>
  30. 31. Design <ul><li>Subtly matters </li></ul><ul><ul><li>You / I </li></ul></ul><ul><ul><li>Photos make eye contact </li></ul></ul><ul><ul><li>Use of site </li></ul></ul><ul><li>Consistency </li></ul><ul><li>Fast loading </li></ul><ul><li>3 clicks to information </li></ul>
  31. 32. Control <ul><li>Be prepared to give up some control </li></ul><ul><li>“ Charities can afford not to be online” </li></ul><ul><li>Volunteers give talks to public.. </li></ul><ul><li>Escalation policy if this go wrong </li></ul><ul><ul><li>Get conversations off line </li></ul></ul><ul><ul><li>Ensure members know correct story </li></ul></ul><ul><ul><li>Anonymous complaints; what are their motives </li></ul></ul><ul><li>Little evidence </li></ul>
  32. 33. Links <ul><li>FairSay </li></ul><ul><li>Witness.org </li></ul><ul><li>RaisingIT </li></ul><ul><li>Sounddelivery </li></ul><ul><li>Sue Fidler </li></ul><ul><li>Howard Lake </li></ul>
  33. 34. Contact <ul><li>Jon Matthews </li></ul><ul><li>01597 825359 </li></ul><ul><li>[email_address] </li></ul><ul><li>Facebook.com/jmcwales </li></ul>

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