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Online Marketing Basics - NACCRRA

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Presentation on online marketing for the National Association of Child Care Resource and Referral Agencies. Presented as a webinar in Oct. 2008.

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Online Marketing Basics - NACCRRA

  1. 1. Online Marketing Basics for Nonprofits: From Email to Social Media Presented by Kivi Leroux Miller Hosted by the National Association of Child Care Resource and Referral Agencies
  2. 2. Me Online
  3. 3. You Are Already Online Whether You Know It or Not!
  4. 4. Nonprofits Are Also Here
  5. 5. Who Else Is Online? Source: Pew Internet & American Life Project Tracking Surveys
  6. 6. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 91% Use a search engine 83% Research interests 71% Get news 36% Use Wikipedia Getting Answers
  7. 7. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 66% Buy a product 53% Banking 18% Donate to charity Spending Money
  8. 8. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 32% Rate product, service or person 22% Post comments to website, blog or photo site Sharing Opinions
  9. 9. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 92% E-mail 48% Watch a video 35% Texting on a cell 16% Social networking sites Connecting & Conversing
  10. 10. . . . and Raising $$$ for You?
  11. 11. Anyone Can Do It!
  12. 12. It’s Not Just for Big, National Orgs!
  13. 13. This is Web 2.0 Flickr: fuzzyjay Flickr: subramanyan
  14. 14. Web 2.0 Makes This Easier Patron (volunteering, donating) Participant (uses services, events) Page Viewer (newsletter reader) Researching, reading, lurking Commenting, posting, subscribing, tagging, following, linking advocating, donating, evangelizing But You Have to Let Go to Get the Best Results!
  15. 15. Online Marketing Gives People Control We are all super busy, and so are the people we want to reach. Good online marketing lets people connect with you on THEIR terms.
  16. 16. Web 2.0 Empowers People to Help You
  17. 17. Same Work; New Spaces <ul><li>You are still building personal relationships. </li></ul><ul><li>It’s Just with New Tools </li></ul>Flickr: Sister72
  18. 18. So, how do we make this work for us?
  19. 19. Imagine a Tree . . . Your Website
  20. 20. Your Website Your Email Newsletter
  21. 21. Your Website Your Email Newsletter This is Web 1.0. This is the baseline for a nonprofit’s online marketing program.
  22. 22. Now it’s time to plant some acorns . . . Your Website Your Email Newsletter Social Media (Flickr, YouTube) Social Networks (Facebook, MySpace) Your Blog
  23. 23. . . . and see what grows! This is Web 2.0. Your Website Your Email Newsletter Social Media (Flickr, YouTube) Social Network (Facebook, MySpace) Your Blog
  24. 24. Your Website Your Email Newsletter Social Media (Flickr, YouTube) Social Network (Facebook, MySpace) Your Blog Build a community around your cause, where everything is connected and people can enter at different places.
  25. 25. Show & Tell Lightening Round <ul><li>Blogging </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Social Media: Interactive Imagery </li></ul><ul><li>Social Networking for Nonprofits </li></ul>
  26. 26. Easy Blogging Tools
  27. 27. RSS: How People Subscribe to Blogs
  28. 28. Where to Find Nonprofit Blogs <ul><li>Nonprofit Blog Exchange </li></ul><ul><li>Chronicle of Philanthropy’s Give & Take </li></ul><ul><li>Alltop’s Nonprofit Page </li></ul><ul><li>www.delicious.com/ecoscribe/nonprofit-blogs </li></ul>
  29. 29. “ Insider” Blogging
  30. 30. “ Advocacy” Blogging
  31. 31. “ Outsider” Blogging
  32. 32. CCR&R Blogging Niches <ul><li>What Works for Working Parents </li></ul><ul><li>Daycare in the Dakotas </li></ul><ul><li>Ready, Set, Kindergarten! </li></ul>Flickr: wiccked
  33. 33. Benefits of Blogging <ul><li>“ Short and sweet” is great. </li></ul><ul><li>Search engines love blogs. </li></ul><ul><li>Can even replace website and e-newsletter. </li></ul>CafePress.com
  34. 34. Social Bookmarking - Resources
  35. 35. Social Bookmarking - News
  36. 36. Social Bookmarking - Reviews
  37. 37. CCR&R Social Bookmarking Niches Sharing the Best New Resources from All Over Finding and Categorizing News Items Flickr: jerryzurek
  38. 38. Social Media: Deck Out Your Website or Blog . . . And Start Some Conversations!
  39. 39. Flickr: Add Rotating Photos
  40. 40. Flickr: Add Rotating Photos
  41. 41. The Nature Conservancy – Photo Contest
  42. 42. Every Child Matters in Nevada
  43. 43. Video from YouTube
  44. 44. Every Child Matters on YouTube
  45. 45. Slideshare.net
  46. 46. CCR&R Social Media Niches Parent Photographers How-To’s & Online Training Advocacy Campaigns Flickr: Mari & Nacho
  47. 47. Facebook Causes
  48. 48. Facebook Causes
  49. 49. Facebook Causes
  50. 50. Eons.com
  51. 51. Create Your Own Social Network
  52. 52. CCR&R Social Networking Niches Very Specific Advocacy Campaigns New Parents in a Geographic Area Professional Networking for Day Care Providers Flickr: jerryzurek
  53. 53. Mobile Tools
  54. 54. It’s All About Them, Not You!
  55. 55. Five-Step Online Strategy Flickr: tuppus <ul><li>Take it one step at a time! </li></ul><ul><li>Fix your website. </li></ul><ul><li>Build your lists. </li></ul><ul><li>Dip into social media, but dive into one tool. </li></ul><ul><li>Feed your biggest fans. </li></ul><ul><li>Measure, learn, and adjust. </li></ul>
  56. 56. <ul><li>If Your Website Sucks, Fix It </li></ul>Flickr: bqw
  57. 57. 10-Point Basic Website Check <ul><li>Domain Name Make Sense? </li></ul><ul><li>Know Where Am I? </li></ul><ul><li>Clear Path for Top Questions/Actions? </li></ul><ul><li>Images? </li></ul><ul><li>Donate Online? </li></ul><ul><li>Email Capture? </li></ul><ul><li>People Featured? </li></ul><ul><li>Stories on Need or Success? </li></ul><ul><li>Easy to Contact Staff? </li></ul><ul><li>Google Keywords on Target? </li></ul>
  58. 58. 10-Point Basic Website Check
  59. 59. <ul><li>Build Your Email & RSS Lists Everywhere, All the Time </li></ul>Flickr: fuzzyjay
  60. 60. Four Elements of E-Newsletters <ul><li>Content – What’s inside? </li></ul><ul><li>Design – What’s it wrapped in? </li></ul><ul><li>Delivery – How is it sent? </li></ul><ul><li>Tracking – What’s the response? </li></ul>
  61. 61. How to Start an E-Newsletter
  62. 62. <ul><li>Dip into Social Media – But Dive into One Tool </li></ul>Flickr: emutree
  63. 63. Test Drive with Personal Profiles <ul><li>Before you launch an organizational presence, check out sites on a personal level. </li></ul>Flickr: redjar
  64. 64. <ul><li>Feed Your Biggest Fans </li></ul><ul><li>Great Content and Tools </li></ul>Flickr: brendio
  65. 65. Hook Up with Mommy Bloggers
  66. 66. Where to Find Them
  67. 67. <ul><li>Measure, Learn and Adjust </li></ul>Flickr: hoyasmeg
  68. 68. Where to Learn More <ul><li>www.delicious.com/ecoscribe/online-marketing </li></ul><ul><li>www.delicious.com/ecoscribe/enewsletters </li></ul><ul><li>www.delicious.com/ecoscribe/nonprofit-blogs </li></ul><ul><li>www.nonprofitmarketingguide.com </li></ul>
  69. 69. Will You Get on Board? Flickr: imageMD
  70. 70. Finishing Up Any Final Questions?
  71. 71. Let’s keep in touch! Kivi Leroux Miller on Facebook, LinkedIn kivilm on Twitter, Slideshare.net Contact me: [email_address] (336) 499-5816

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