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GA + SXSW PRESENT: DIGITAL STRATEGY FOR SMALL BUSINESSES & NON-PROFITS

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This course was delivered on March 14th in Austin, TX as part of General Assembly's education efforts around SXSW 2015.

Designed uniquely for small businesses and non-profits, this session with help you create an effective digital marketing strategy that gets results. You will learn the key tactics that separate novices from experts who are getting outsized results and will give you tips, tricks, tools and resources you can use immediately.

Whether you are a novice digital marketer or an expert, you will benefit from this session on digital strategy. No programming or coding is needed to do a better job communicating your business or nonprofit online.

Published in: Business
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GA + SXSW PRESENT: DIGITAL STRATEGY FOR SMALL BUSINESSES & NON-PROFITS

  1. 1. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin DIGITAL&SOCIAL MARKETINGSTRATEGY FORSUCCESS: “MASTERCLASS”FORSMALL BUSINESSANDNON-PROFITS #DIGITALSUCCESS
  2. 2. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin WHO ARE WE? Howard Greenstein @howardgr Marc Sirkin @msirkin Confession: SXSW noob Confession: Got Email in 1985
  3. 3. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin INTERACT! THIS IS INTERACTIVE. GET OUT YOUR PHONE, LAPTOP ETC.
  4. 4. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin SMALL BIZ OR NON-PROFIT? WHO ARE YOU? URL: http://Kahoot.it/
  5. 5. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin OUR GOAL FOR YOU TODAY IS TO IDENTIFY A KEY REVENUE STRATEGY AND BUILD A PLAN TO MAKE IT HAPPEN… IN ONE HOUR! THE SYLLABUS Chapter 1: Orientation • Differences & similarities between small businesses and non-profits • Defining “digital success” • Select a revenue strategy Chapter 2: Build a plan • Marketing accountability and driving revenue • Analytics and measurement • Getting tactical, building your plan for success • Discussion, questions and answers • Select a tactic to support your revenue strategy • Your assignment
  6. 6. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin WHAT ARE THE DIFFERENCES LET’S COMPARE…NONPROFIT AND SMALL BUSINESS Differences • Paying Taxes and Reporting • Cause vs. Profit • Attracting talent • Retaining talent • Supply chain (retail vs. research) Similarities • Often family/small group owned • Storytelling • Limited resources • Small/limited marketing budget • Lack of advanced digital marketing capability • Lack of technology infrastructure and “know how”
  7. 7. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin MARKETING SUCCESS REQUIRES FOCUS Low High M E H . High
  8. 8. Focus on the Customer
  9. 9. You can’t have a conversation or a relationship with out permission.
  10. 10. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
  11. 11. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin “BEST PRACTICES” COMMON ELEMENTS ACROSS ALL SUCCESS STORIES Focus on the customer Make it easy (to buy, to interact, etc.) Get permission! Tell great stories Measure it
  12. 12. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin SHARE YOUR KNOWLEDGE
  13. 13. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
  14. 14. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin BECOME A SALES COMMUNICATOR UNEXPECTED CONSEQUENCES
  15. 15. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin AUTISM SPEAKS LIGHT IT UP BLUE Key Results • 28,752 Registrants • 1,500 new donors • $89,937 Raised • eCommerce: ~10,000 branded items sold online. $69k in additional revenue This high-powered digital campaign engages constituents across all channels. “LIUB” generated significant organizational exposure and is a key strategy to connect with donors year-round. P2P fundraising – top fundraiser generated $4,300 Partner promotions – one FB post from Converse generated 15k likes and ~700 shares
  16. 16. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin EMAIL SUCCESS LIGHT IT UP BLUE
  17. 17. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
  18. 18. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin STORY SELLING PREMIUM PRODUCT Ability to sell an expensive product that you might not otherwise consider, because it seems so awesome.
  19. 19. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin MARKETING RETURN ON INVESTMENT Not all ROI is revenue related but today… It’s all we care about.
  20. 20. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin MEASURING RETURN ON INVESTMENT Income from Marketing Effort – Marketing Expenses Marketing Expenses $1000 – 400 400 = =1.5
  21. 21. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
  22. 22. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
  23. 23. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ANALYTICS AND MEASUREMENT The right metrics matter. Measure what is driving revenue and leave the vanity stuff alone.
  24. 24. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin TELL US YOUR MOST IMPORTANT METRIC THAT YOU USE TO RUN YOUR BUSINESS OR NON- PROFIT? PARTICIPATION TIME
  25. 25. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin THERE ARE NO WRONG ANSWERS. SELECT A REVENUE FOCUS URL: http://Kahoot.it/ 1. More new customers/donors 2. Keep existing customers/donors 3. Earn back lost customers/donors 4. Other
  26. 26. Think Strategy
  27. 27. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin LEARN FROM THE MASTERS FACEBOOK CAMPAIGN FB campaign - w Measurement – HG ‣ Castle Auto Group uploaded their 14K person Email list to FB, created a Custom Audience. Matched 57% of the addresses. ‣ Spent $300 in FB offers/ads, Got over $12k in business! ‣ Constantly Offers Good Content, lots of visual content ‣ Started to use “look alike audiences” ‣ Loyalty ‣ Ability to track the conversions with FB Ecommerce Pixel
  28. 28. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin USING EMAIL TO DRIVE REVENUE END OF YEAR DONATION CAMPAIGN • 80,463 total emails sent • 3.3% click rate • 42 donations (49% of all online donations) • 12.57% conversion to click • $11,250 in revenue (52% of all online gifts)
  29. 29. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin DATA LEADS TO AMAZING, ACTIONABLE INSIGHTS NUMBERS TELL STORIES Segment Open Rate CTR Unsub Rate Click to Donate Donors 22.77% 5.55% 0.45% 64.10% Indirect Donors 25.35% 2.26% 0.25% 18.92% Volunteers 20.81% 7.70% 0.32% 2.86% Fundraisers 20.76% 4.32% 0.11% 12.50% Friends 15.34% 2.10% 0.62% 2.70% Infoseekers 11.27% 2.70% 0.22% 3.16%
  30. 30. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin INBOUND VS. OUTBOUND TACTICS Classwork • Remind yourself of your selected revenue strategy • Select 1 inbound and 1 outbound tactic to focus on for the rest of today • There are no wrong answers, just pick! Inbound Social media (Facebook, Twitter etc.) SEO/SEM Website and content Video Digital Events Blogging Newsletters (e-mail/print) Outbound Advertising (paid) Email blasts PR (traditional and digital) Telemarketing TV/Radio Direct mail Tradeshows Inbound marketing tactics can be cost effective and great for customer acquisition and engaging your existing customers. Outbound marketing tactics can be expensive but can help accelerate your efforts quickly.
  31. 31. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ORIENTATION: DIGITAL ADVERTISING
  32. 32. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ORIENTATION: SOCIAL MEDIA
  33. 33. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin FRIENDS, LIKES, FOLLOWERS ARE NOT MORE IMPORTANT THAN GETTING AN E-MAIL ADDRESS FROM A CUSTOMER. REMEMBER THE PAYOFF:
  34. 34. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin FROM GROUPON TO EMAIL AND BEYOND ORIENTATION & CASE STUDY: EMAIL Strategy and Tactics Groupon deal to build awareness and drive sales Each Groupon redemption required an e-mail address Sent picture-rich emails with clever “What’s cooking” copy With their new list and fans, started to offer their own deals Asked for FB Signups Results Obtained >400 emails With their list, they increased Redemption, avoided additional Groupon fees Great Pass-along Great content! Facebook and Instagram of beautiful baked goods which were widely shared
  35. 35. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ORIENTATION: CONTENT MARKETING
  36. 36. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ORIENTATION: DIGITAL “EVENTS”
  37. 37. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ORIENTATION: WEBSITES
  38. 38. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin SELECT YOUR TACTIC POLL • Segmented email marketing • Digital advertising • Content marketing/social media • Other (you tell us) URL: http://Kahoot.it/
  39. 39. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin ASK AWAY. LET’S TALK
  40. 40. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin GO HERE FREE EBOOK AND CLASS SLIDES www.digitalsuccess.social to download and get access to these slides and our free ebook full of more content, resources and tools.
  41. 41. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin IF YOU CHOOSE TO ACCEPT IT YOUR MISSION 1. Pick a Revenue Strategy 2. Pick a Tactic 3. Execute 4. Measure and Refine
  42. 42. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin THANK YOU! For more information, visit digitalsuccess.social PwC is hiring…Learn more digital.pwc.com/careers
  43. 43. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin THANK YOU! PHOTO CREDITS Flickr users: mg315/381296439 – classroom /b-tal/116220689 - arrow doug88888/4612035503 – money sarahreido/3120877348 Apple Orange - thebusybrain/2492945625/ mdales/6602332085 – Focus /mahat64/8020398983 Cashier cv47al/137845657 – gold euros Return on investment Scrabble lendingmemo/11696740225 zstasiuk/5650719702 – Fortune Cookie blondinrikard/13332044315 – handshake Legos https://www.flickr.com/photos/ogimogi/2253657555/ Thumb up - tsevis/8596935889/ evilpeacock/6365513881 – kid with hand up ybot84/7850997682 - Chess /pimthida/9438755028 – content marketing beneath_blue_skies-343096431 –hand shake mufidahkassalias/10519508175 – chalkboard amsd/9234855394 -climbing http://lolzbox.com/wp-content/uploads/2013/01/letmetellyouastory.jpg http://betterwayimports.com/wp-content/uploads/2012/06/Once-upon-a-time1.jpg http://www.themediacaptain.com/?p=1191 http://www.grassrootsrockford.com/wp-content/uploads/2014/01/fb.jpg Digital events: /rutty/5597417669 http://www.hlntv.com/article/2012/11/21/cyber- monday-stay-safe-online

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