The document outlines tactics for increasing and engaging web traffic presented by Sophia Latto and Mike Snusz. It discusses optimizing SEO for local search through improving Google+ profiles and citations. It also recommends writing better page titles and using Google Trends to inform navigation and calls-to-action. Additional tactics covered include using Google Webmaster Tools for keyword analysis, creating rich snippets, implementing Google annotations, usability testing pages, analyzing mobile traffic, and using triggered email series.
Actionable Local SEO Tips - RizeCon - Nathan HawkesArcane Marketing
Totally not all inclusive, but a great start to helping your local SEO presence. Information about SEO and why it's still critical in 2018. Google My Business set up, citations, content, video, etc...This is especially important if you want to appear in the local maps on Google search.
Building a Municipal Social Media Presence (2014)Morris County NJ
Municipalities need to be in the social space to effectively communicate with their constituents. This presentation goes step by step through creating a Facebook page, a Twitter account, and using Hootsuite to effectively publish. It includes suggestions and best practices.
2014: Building a Municipal Social Media PresenceCarol Spencer
This course walks an attendee through setting up a social media presence on Facebook and Twitter, including the use of the dashboard, Hootsuite, for effective and productive social media communication with constituents.
The Power of Like and Other Social Sharing Tools4Good.org
Social sharing widgets like Wibiya, Facebook Like, and AddThis, among others, are jettisoning your content and brand throughout the web. What’s even more powerful is the return on social sharing from bringing even more people back to your site. This webinar will cover why it’s important to incorporate social sharing widgets into online content and the potential ROI of social sharing. There will be specific emphasis on Facebook social plugins, when to use them, where to use them, and how to get the most from them.
Building Across The Social Web - The Implications of Social Web Technologies ...Michael Lazerow
This is a first draft, preview copy of my presentation tomorrow at Web 2.0 titled "Building Across the Social Web: The Implications of Facebook Connect, Google OpenSocial and Other Social Web Technologies on Social Media Content Strategy."
TagTeamBP's presentation of the benefits of social media and digital marketing to the Home Builders Association of Greater Hartford. How to use Twitter, Facebook, YouTube and email marketing to grow your brand and your business. Tim Pacileo was the presenter.
Actionable Local SEO Tips - RizeCon - Nathan HawkesArcane Marketing
Totally not all inclusive, but a great start to helping your local SEO presence. Information about SEO and why it's still critical in 2018. Google My Business set up, citations, content, video, etc...This is especially important if you want to appear in the local maps on Google search.
Building a Municipal Social Media Presence (2014)Morris County NJ
Municipalities need to be in the social space to effectively communicate with their constituents. This presentation goes step by step through creating a Facebook page, a Twitter account, and using Hootsuite to effectively publish. It includes suggestions and best practices.
2014: Building a Municipal Social Media PresenceCarol Spencer
This course walks an attendee through setting up a social media presence on Facebook and Twitter, including the use of the dashboard, Hootsuite, for effective and productive social media communication with constituents.
The Power of Like and Other Social Sharing Tools4Good.org
Social sharing widgets like Wibiya, Facebook Like, and AddThis, among others, are jettisoning your content and brand throughout the web. What’s even more powerful is the return on social sharing from bringing even more people back to your site. This webinar will cover why it’s important to incorporate social sharing widgets into online content and the potential ROI of social sharing. There will be specific emphasis on Facebook social plugins, when to use them, where to use them, and how to get the most from them.
Building Across The Social Web - The Implications of Social Web Technologies ...Michael Lazerow
This is a first draft, preview copy of my presentation tomorrow at Web 2.0 titled "Building Across the Social Web: The Implications of Facebook Connect, Google OpenSocial and Other Social Web Technologies on Social Media Content Strategy."
TagTeamBP's presentation of the benefits of social media and digital marketing to the Home Builders Association of Greater Hartford. How to use Twitter, Facebook, YouTube and email marketing to grow your brand and your business. Tim Pacileo was the presenter.
Online and social media are proving to be powerful fundraising and overall brand awareness tools. This webinar has tips and examples from organizations that have enjoyed six and seven-figure online fundraising campaign success.
Covering Facebook for beginners using real-world case studies drawn from the nonprofit sector demonstrating how Facebook can be used to build community, increase engagement, fundraise and much more.
Workshop - How I start my company’s Social Media Plan?salomon dayan
Summarize several articles on how to set and what to consider for a Social Media plan/strategy.
Includes what marketers need to know about social media.
Thanks to all the resources and sources
Benedict Hayes - Search Engine Marketing Meetup in Chennai 2013. Get the Latest Digital Marketing tips/tricks and get the useful information. Read Read Read!!!!!!! - Get Updated
Graph Search, Facebook Nearby & Beyond: How Social Search Impacts the Future ...SIM Partners
Social recommendations have been a primary driver of real-world commerce for generations. But the rise of online reviews and social networking have made them the rival of traditional word of mouth in local. Social connections and online comments now form the raw material of a new generation of discovery tools and search algorithms. After years of discussion and speculation, social search is finally real with Graph Search, Foursquare and Google+. What is the current state of social search and how will it impact the future of local?
Is Your Business on Facebook? With Facebook overtaking Google for search, now is the time to have a presence on Facebook. Setting up a fanpage can be diggicult, this guide will show you step by step how to create an effective Facebook fanpage.
Online and social media are proving to be powerful fundraising and overall brand awareness tools. This webinar has tips and examples from organizations that have enjoyed six and seven-figure online fundraising campaign success.
Covering Facebook for beginners using real-world case studies drawn from the nonprofit sector demonstrating how Facebook can be used to build community, increase engagement, fundraise and much more.
Workshop - How I start my company’s Social Media Plan?salomon dayan
Summarize several articles on how to set and what to consider for a Social Media plan/strategy.
Includes what marketers need to know about social media.
Thanks to all the resources and sources
Benedict Hayes - Search Engine Marketing Meetup in Chennai 2013. Get the Latest Digital Marketing tips/tricks and get the useful information. Read Read Read!!!!!!! - Get Updated
Graph Search, Facebook Nearby & Beyond: How Social Search Impacts the Future ...SIM Partners
Social recommendations have been a primary driver of real-world commerce for generations. But the rise of online reviews and social networking have made them the rival of traditional word of mouth in local. Social connections and online comments now form the raw material of a new generation of discovery tools and search algorithms. After years of discussion and speculation, social search is finally real with Graph Search, Foursquare and Google+. What is the current state of social search and how will it impact the future of local?
Is Your Business on Facebook? With Facebook overtaking Google for search, now is the time to have a presence on Facebook. Setting up a fanpage can be diggicult, this guide will show you step by step how to create an effective Facebook fanpage.
Facebook Strategy for Public Relations - June 2010Scott Meis
PR Daily Webinar presentation I hosted addressing the strategic use of Facebook for public relations and marketing professionals. For additional resource links, visit here - http://tinyurl.com/RaganFbookPRJune2010
The Bottom Line: Creating and Defining Value in SocialSpredfast
Social ROI is not impossible, it's complicated. Let our fantastic speakers, Brooke Hovey (Cohn & Wolfe), Catherine Chan-Smith (NFL Network), Julie M. Goodwyn (The Coca-Cola Company) and Chris Kerns (Spredfast) break it down for you.
As part of Agilon's Fall Webinar Series, Ann Oleson, Founder of Converge Consulting presents a case study of one nonprofit's efforts to track Social Media ROI.
Digital Marketing Strategy: Skills for Thriving as the New World Continued to...Bob Johnson, Ph.D.
Explore a range of expert opinions about the most likely changes in marketing communications in the near term (the next year or two), take an in-depth look at online advertising for brand strength and lead generation and conversion, and speculate about what’s likely to happen in the next five years. Our goal: Understand how the major issues at play will continue to unfold, the best resources to use to stay ahead (or at least abreast) of the digital revolution, and the most important steps to take now to craft an effective marketing strategy for the future.
A thought leadership session I did with Northern Illinois Foodbank on having an integrated online strategy. Here is the session description: Learn the steps to creating a dynamic, smart and specific strategy for online development and marketing, including enews, fundraising campaigns, gratitude strategies, social media, acquisition, editorial calendars, and integration with offline activities. And hear about the state of donors from multiple generations and how to meet them where they’re at when creating a marketing plan.
Does Your Website Stack Up? CPA Website Findings RevealedSkoda Minotti
Welcome to the first annual edition of the CPA Website Audit where we take a closer look at the websites of the
country’s top accounting firms. We hope that you find the information contained in this survey helpful and we
welcome your comments and suggestions as to how we can improve this survey going forward.
Measuring Social Media: Assessing Your ImpactKelli Hansen
Using social media effectively can help people feel more personally connected to your library, but it also takes a lot of work. How can you know whether you're getting the most for your investment? Effectively measuring social media can tell you what’s working for your audience, what needs to change, and where to concentrate your time and effort. In this presentation, find out about planning techniques and free tools that can help you get the data you need to better reach and serve your users through social media.
Presented at the 2015 MOBIUS Annual Conference, June 2, 2015.
http://mobiusannualconference2015.sched.org/event/b6bb7ef596edfb69fc32e130a5bdca9d#.VW3hls9Viko
Growth through Social Media - Bauer & Associates (c)guest1b0085e
Discover a tested approach to successfully utilize social networking, social media, search engine optimization, email listservs, and blogs to create and sustain client relationships -- Bauer & Associates.
Philanthropy by the Numbers: The story behind the statsBlackbaud
In our latest edition of npEXPERTS, top thought leaders from across the industry share their perspective on the latest trends and what's next for the social good industry.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...
20 Tactics to Increase and Engage Web Traffic
1. 9/30/13 #bbcon @sophialatto @mikesnusz 1
20 Tactics to Increase and
Engage Web Traffic
PRESENTED BY SOPHIA LATTO & MIKE SNUSZ
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INTRODUCTIONS
SOPHIA LATTO, PRINCIPAL CONSULTANT – UX DESIGN
I help nonprofits develop internet strategy around building
constituent relationships, delivering compelling messages, and
online fundraising. Prior to joining Blackbaud, I worked as a
Creative Director at a design and marketing agency in New York
City that specialized in online marketing and communications for
the non-profit, utility, beverage, and financial sectors.
MIKE SNUSZ, SR. INTERNET MARKETING CONSULTANT
10+ years of fundraising experience. Areas of focus include
email campaigns, online giving, SEO, website, analytics and
social media. Previously managed the turnaround of the Ride For
Roswell event, including it’s three-year growth from
$330,000 to $1.2 million. Focuses on helping nonprofit build
constituent relationships online, deliver compelling messages
and maximize giving opportunities.
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HOW CAN YOU IMPROVE LOCAL SEO?
1. Get reviews on Google+
(Good ones matter)
2. Complete profile 100%
3. Add photos
(First one is your profile)
4. Review categories
5. Link to other reviews
BUILD OUT GOOGLE+ LOCAL PROFILE
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IMPROVE CITATIONS
• What’s a citation? Anywhere that uses your name, address and
phone all on same page
• Everything must exactly match your Google+ Local listing
• Website address abbreviations, zip code/phone number formats
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OPTIMIZE SEO FOR LOCAL SEARCH
RESULT
• Generate more traffic from local search results
HOW TO GET STARTED
• Get Google+ reviews
• Ensure citations exactly match Google+ profile
• Complete Bing/Yahoo! Local places (added citations)
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WFH’S WORLD CONGRESS EVENT PAGE
• Before:
• 20th-30th ranking in SER
• 369 search visits/month
• After Page Title Updates:
• 1st-2nd ranking in SER
• 532 search visits/month
(44% increase)
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INTERSTITIAL CYSTITIS ASSOCIATION’S
HOME PAGE
• Before Page Title Updates
• 367,000 search visits
• After Page Title Updates
• 707,000 search visits
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WRITE BETTER PAGE TITLES
RESULTS
• Improve search rankings and traffic
HOW TO GET STARTED
• Review page titles on:
- Home page
- Landing pages
- Top content
• Eliminate duplicates + add missing page titles (Google Webmaster Tools)
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GOOGLE TRENDS
RESULTS
• Find words or phrases that are used most for searches.
HOW TO GET STARTED
• Test words or phrases you are using for important navigation.
• Use words or phrases that relate to your region if your
mission is regional.
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GOOGLE ANALYTICS SHOWS POST-VISIT
KEYWORD INFO
UPDATE: Google says no longer able to track keywords visitors use
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USE GOOGLE WEBMASTER TOOLS FOR
SEARCH KEYWORD ANALYSIS
RESULTS
• Quick wins to increase rankings, traffic and clicks
• Learn rankings for keywords
HOW TO GET STARTED
• Use GWT to look for:
1. Keyword Info
2. High rankings + Low click-throughs à Better meta descriptions needed?
3. Average position of 4-25 à Review keyword usage in important page areas
(page titles, headings, etc.)
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GOOGLE AUTHORSHIP FOR BLOG POSTS
• Searchers drawn to image before headline*
• Higher click-through rates (up to 150%)
**
• Possible higher rankings?
*moz.com/ugc/how-to-get-more-clicks-with-low-rankings
**www.catalystsearchmarketing.com/how-rich-snippets-can-improve-your-ctr/
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GOOGLE+ LOCAL PROFILE REVIEWS
• More clicks (20-30% reported)
• Builds trust
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CREATE RICH SNIPPETS FOR
SEARCH RESULTS
RESULTS
• Improve search result click-throughs
• Improve local and mobile SEO
HOW TO GET STARTED
• Use Google Authorship for blog posts
(Add to posts: <a href=“InsertGoogle+ProfileURL?rel=author">Google</a>)
• Ask for more Google+ reviews
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GOOGLE ANNOTATIONS
RESULTS
• Track how spikes in web traffic are affected by promotions, ads and
changes on site.
HOW TO GET STARTED
• Tracking events in GA adds continuity during staff turnover.
• If an effort makes a significant difference in web traffic, then repeat it.
• Allows you to more accurately compare analytics YOY.
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FINDING YOUR WEBSITE
IS ONLY HALF THE STORY
Search engines are likely the first place your audience will go to find
information about your organization.
• Search engines make it easier; however,
you have less than 5 seconds to capture
the attention of a search engine user.
• If your audience doesn’t immediately
respond favorably to your content —
they’ll bounce.
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The appeal of the overall design of a site is the number one factor used
to evaluate a website’s credibility.
5 seconds is enough to
• Learn an organization’s mission
• Form an emotional reaction
• Form an opinion on credibility
• Choose to engage
USABILITY TESTING: 5 SECOND TEST
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What is the mission of the organization?
USABILITY TESTING: 5 SECOND TEST
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USABILITY TESTING: 5 SECOND TEST
What is the mission of the organization?
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USABILITY TESTING: 5 SECOND TEST
RESULTS
• See how visitors perceive your organization and your mission.
• See adjectives and emotions used to describe your organization.
HOW TO GET STARTED
• Use tools like Usabilityhub.com to test
• Test mission critical landing pages and your home page
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USABILITY TESTING: CLICK TEST
Are my users seeing the content I
want them to see?
Question:
Click on the areas in which you
are most interested.
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USABILITY TESTING: CLICK TEST
The top five clicks
were:
• Slideshow Arrow
• Why Work
With CFT
• Discover & Get
Inspired
• Disaster Relief
• Donate
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USABILITY TESTING: CLICK TEST
RESULTS
• See where your users click.
• Quickly find out whether your calls-to-action are working effectively.
HOW TO GET STARTED
• Use a tool like Usabilityhub.com to test your home page
• Analyzing where users click and make decisions about how you
present your web content on important pages.
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Top Traffic Pages: 3 of the top 10 pages are their main P2P event
TOP PAGE TRAFFIC REPORT
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MOBILE OPTIMIZATION (DONATION FORM)
Mobile Metrics
06/2011 vs. 06/2012
Avg. Time on page Bounce Rate
Before Mobile 04:01 40%
After Mobile 01:30 25%
Result -02:31 -15%
• Average time spent on that page has decreased by 02:30
• The mobile bounce rate has been reduced by 27%.
The data above compares before and after mobile activity for a mobile-optimized donation form page.
This data does not include tablet users as tablet users receive the full desktop experience.
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MOBILE TRAFFIC & TOP PAGE REPORTS
RESULTS
• Identify the most popular pages on your site
• Learn how many people are accessing your site via mobile device
HOW TO GET STARTED
• Identify pages of your site to optimize for mobile
• Provide a good mobile user experience for high traffic events.
• Optimize your donation form for mobile (even it it’s not a top
10 page.)
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WHY TRIGGERED EMAIL SERIES?
• What is it?
A series of emails sent automatically in response to a certain action
• Why is it important?
It’s the most effective way to improve relevancy of email*
Right message + right constituents + right time = Impossible (manually)
*Source: 2011 Marketing Sherpa Email Marketing Benchmark Report
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4X MORE OPENS AND 5X MORE CLICKS
Source: Experian: The welcome email report: benchmark data and analysis for engaging new
subscribers through email marketing
4X MORE OPENS
5X MORE CLICKS
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TYPES OF TRIGGERED EMAIL SERIES
• Email signup
(59% of new subscribers have no opens or clicks since opting-in*
• First-time donor
• Event registration
• Community signup
• Membership purchase or expiring
• Sustainer credit card expiring
*Epsilon and DMA’s “Q2 2012 Email Trends and Benchmarks”
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EXAMPLE: SUBSCRIBER WELCOME SERIES
Remind +
Feel Good
Give
Monthly
Donate
Events
Volunteer
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USE TRIGGERED EMAIL SERIES TO
DRIVE ENGAGEMENT
RESULTS
• Increase return visitors
• (Efficiently) improve relationships and engagement
HOW TO GET STARTED
• Setup for first-time donors, subscribers, volunteers and event participants
• Coordinate with other emails
59. 9/30/13 #bbcon @sophialatto @mikesnusz 59
USE SOCIAL MEDIA ANALYTICS TO
CREATE BETTER POSTS/TWEETS
RESULTS
• Learn content that’s most engaging and has greatest reach
• Best day and time to post
HOW TO GET STARTED
• Review twice per month
• Use data to dictate future posts/tweets
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MOBILE FIRST WITH SOCIAL
SOCIAL MEDIA POSTS
70% of your audience will be reading your social media
posts on their mobile device.*
• Use simple imagery that is easily seen.
• Use images with bright colors that are highly saturated.
• Put important information at the top of your post.
• Use vertically oriented images
• Linked pages need to be responsive or mobile.
*Source: “How to Create Perfect Posts” Info-graphic
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MOBILE FIRST WITH SOCIAL
RESULTS
• A consistent user experience from post to web page.
• Higher engagement
HOW TO GET STARTED
• Optimize your social media landing pages for mobile
• Always think mobile first when developing content
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USABILITY TESTING:
NAVFLOW TEST (BEFORE)
Target audiences, such as donors, members, or students participate in a
usability test to expose problems with the current website.
The data above reflects how successfully test participants were able to navigate a website’s
conversion path, from start to finish, when forced to click on a single target for each step.
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USABILITY TESTING:
NAVFLOW TEST (AFTER REDESIGN)
The New design concept gets passed through the same usability test. A 79%
success rate (+27%) is a great indication that the new design has solved the
initial problem with the old site.
The data above reflects how successfully test participants were able to navigate a website’s
conversion path, from start to finish, when forced to click on a single target for each step.
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USABILITY TESTING: NAVFLOW TEST
RESULTS
• See how visitors navigate through a conversion path
• Learn if your visitors are able to complete a task
HOW TO GET STARTED
• Set up Navflow tests for your primary conversion paths — donation,
membership sign-up, advocacy action or email sign-up.
• Make adjustments to the pages base on the results.
71. 9/30/13 #bbcon @sophialatto @mikesnusz 71
USE SOCIAL MEDIA AMBASSADORS FOR
ONLINE CAMPAIGNS
Involve a group of socially influential constituents to spread the word
• Identify prospects (Social Score)
• 10-20 key influencers
• Prepare them
• Make it easy with samples
• Reward
• Send timely email updates during campaign
72. 9/30/13 #bbcon @sophialatto @mikesnusz 72
USE SOCIAL MEDIA AMBASSADORS FOR
ONLINE CAMPAIGNS
Involve a group of socially influential constituents to spread the word
• Identify prospects (Social Score)
• 10-20 key influencers
• Prepare + cultivate them
• Make it easy with samples
• Send timely email updates during campaign
74. 9/30/13 #bbcon @sophialatto @mikesnusz 74
WHAT DRIVES CONVERSIONS, NOT JUST
TRAFFIC
ECOMMERCE TRACKING IN GOOGLE ANALYTICS
75. 9/30/13 #bbcon @sophialatto @mikesnusz 75
TRACK THE ELUSIVE SOCIAL CONVERSION
USING GA’S GOALS TO MEASURE EMAIL SIGNUPS
76. 9/30/13 #bbcon @sophialatto @mikesnusz 76
SETUP GA GOALS TO TRACK
(THE ELUSIVE) SOCIAL CONVERSION
LEARN WHAT DATES/POSTS LED TO CONVERSIONS
77. 9/30/13 #bbcon @sophialatto @mikesnusz 77
TRACKING CONVERSIONS IN GA
RESULTS
• Which channels generate conversions (not just traffic)
• Social sites + posts driving conversions
• Gift info by channel
HOW TO GET STARTED
• Use GA Goals for non-monetary conversions
(Email, volunteer, etc.)
• Use GA Ecommerce to track monetary conversions
(Donations, event registrations, etc.)
80. 9/30/13 #bbcon @sophialatto @mikesnusz 80
DONATION FORM TESTING
• Why test?
• Your donation form may be leaving money on the table
• What to test?
• Trust logos [Charity Nav, BBB]
• Content
• Giving amounts
81. 9/30/13 #bbcon @sophialatto @mikesnusz 81
DONATION FORM TESTING
WORLDWIDE WILDLIFE FUND à 90% CHANCE FORM B IS 20% BETTER
A B
82. 9/30/13 #bbcon @sophialatto @mikesnusz 82
TEST CONTENT & DONATION FORM
RESULTS
• Increase traffic to key pages
• Improve your donation form conversion rate
HOW TO GET STARTED
• Use Google Analytics Experiments
• Test one variable at a time
84. 9/30/13 #bbcon @sophialatto @mikesnusz 84
57% of people who watch a nonprofit video
go on to make a donation*
YouTube Nonprofit Program
*Google 2013 study, conducted by Millward Brown Digital
DO VIDEOS GENERATE DONATIONS?
85. 9/30/13 #bbcon @sophialatto @mikesnusz 85
ADD CALL-TO-ACTIONS LINKS TO YOUR
YOUTUBE VIDEOS
RESULTS
• Nudge video watchers along conversion paths
• Increased traffic + conversions
HOW TO GET STARTED
• Sign up at www.youtube.com/nonprofits
• Add links to old videos
91. 9/30/13 #bbcon @sophialatto @mikesnusz 91
BEST NUMBER OF FIELDS?
Source: Dan Zarzella analysis of 40,000 landing pages
92. 9/30/13 #bbcon @sophialatto @mikesnusz 92
SIGNUP FORM BEST PRACTICES
2. Set Expectations +
Communicate Value
3. Overcome Objections
1. Connect to
Mission
Possible Addition:
-Link to samples
www.catholiccharitiesdc.org/email
93. 9/30/13 #bbcon @sophialatto @mikesnusz 93
CONFIRMATION EMAIL BEST PRACTICES
2. Set
Expectations
1. Connect to
Mission
3. Added
Value 4. Engage
Further
94. 9/30/13 #bbcon @sophialatto @mikesnusz 94
IMPROVE THE EMAIL SIGNUP PROCESS
RESULTS
• Grow your email list
• Engage and retain subscribers
HOW TO GET STARTED
• Prioritize email signup on the home and internal pages
• Overcome objections and set expectations
96. 9/30/13 #bbcon @sophialatto @mikesnusz 96
75% of consumers are 'highly
likely' to delete an email that
doesn't render correctly on a
mobile device.*
EMAIL TESTING TOOLS
* Source: “Make or Break Mobile E-mail”, Constant Contact
and Chadwick Martin Bailey, August 2013.
97. 9/30/13 #bbcon @sophialatto @mikesnusz 97
Email on Acid (built
into the Luminate
tool), or Litmus.
• Check emails in all
readers and in
different mobile
devices.
EMAIL TESTING TOOLS
99. 9/30/13 #bbcon @sophialatto @mikesnusz 99
These tools work with most ESPs and can give you a little more
information about how your emails perform.
ADD-ON EMAIL ANALYTICS TOOLS
Engagement Reading Environment
100. 9/30/13 #bbcon @sophialatto @mikesnusz 100
EMAIL TESTING TOOLS
RESULTS
• Find out what your email look like in all popular email readers
and devices.
• See what kinds of email readers and devices your audience is
using to read your email.
• Find out what is the level of engagement of your email
messages.
HOW TO GET STARTED
• Use tools that can help you test your emails.
• Test every message before you send.
102. 9/30/13 #bbcon @sophialatto @mikesnusz 102
WHY TEST & WHAT TO TEST
WHY TEST? ACCORDING TO TOP EMAIL PROGRAMS:
• Email testing is the top value driver*
• 82% test and measure everything**
MOST EFFECTIVE ELEMENTS TO TEST:**
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
*Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
**2011 Gleanster survey on Email Marketing
103. 9/30/13 #bbcon @sophialatto @mikesnusz 103
HOW TO TEST?
1. Send 2 tests to small sample (10-20% each)
2. Review results + statistical significance (after 1-2 days)
eMarketingDynamics.com calculator
3. Send “winning” message to everyone else
104. 9/30/13 #bbcon @sophialatto @mikesnusz 104
RECORD TEST RESULTS
Use Excel spreadsheet to capture:
• Date
• List or segment
• Variable tests (e.g. subject line used)
• Open, click-through, conversion and unsubscribe rates
• Notes
105. 9/30/13 #bbcon @sophialatto @mikesnusz 105
BOOST TRAFFIC WITH EMAIL TESTING
RESULTS
• Short-term: Best version of an email
• Long-term: Learn what resonates
HOW TO GET STARTED
• Test one variable at a time
• Test often
106. 9/30/13 #bbcon @sophialatto @mikesnusz 106
FREE ASSESSMENTS DURING BBCON
AT BLACKBAUD STRATEGIC AND CREATIVE SERVICES BOOTH
107. 9/30/13 #bbcon @sophialatto @mikesnusz 107
TWEET ABOUT YOUR SESSION
#BBCON
(For every Tweet with this hashtag, Blackbaud
will donate $1 to a local nonprofit!*)
@MIKESNUSZ
@SOPHIALATTO
*Up to $4,000