This document discusses five common sins of nonprofit marketing and how social media can help address them. It begins by explaining why nonprofit marketing matters to attract donors, members and volunteers. It then outlines five sins of nonprofit marketing: 1) Marketing not grounded in research of audiences. 2) Ignoring basic marketing principles. 3) Communications not focused on consumers. 4) Undervaluing content development. 5) Treating marketing as a cost rather than investment. The document then discusses why social media is important given changes in information delivery and consumer behaviors. It provides examples of how some nonprofits have benefited from social media. In the end, it stresses the importance of measuring results and having a strategic marketing approach.
The following is a podcast for "From Data to Direction: How to Convert Social Media Data Into Actionable Insights." This webinar originally aired on November 25th, 2014. Listen to the audio recording to learn more:
A lot of promises have been made about social media data and how it can be used for business intelligence. But when it comes to finding actual insights that drive new business initiatives, organizations often get lost along the way.
The thing that many brands don’t realize is that social media is actually big data. It’s unstructured, global in scope, and if you don’t know where to focus your collection and analysis, moving from data to a strategic direction is very difficult.
In this webinar, a panel of social media analytics experts and industry leaders will team up to share their insights on specific ways you can better use social media data to improve operations across the organization.
We’ll show you:
-Essential insights about Buyer Personas—and why they matter for social data
-How to get fast, accessible insights using advanced real-time analysis
-How to prioritize social data insights for fastest business impact
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
Updated slides show 2012 research on social media network usage as a marketing tool among North American small to medium-sized business and industrial companies.
The following is a podcast for "From Data to Direction: How to Convert Social Media Data Into Actionable Insights." This webinar originally aired on November 25th, 2014. Listen to the audio recording to learn more:
A lot of promises have been made about social media data and how it can be used for business intelligence. But when it comes to finding actual insights that drive new business initiatives, organizations often get lost along the way.
The thing that many brands don’t realize is that social media is actually big data. It’s unstructured, global in scope, and if you don’t know where to focus your collection and analysis, moving from data to a strategic direction is very difficult.
In this webinar, a panel of social media analytics experts and industry leaders will team up to share their insights on specific ways you can better use social media data to improve operations across the organization.
We’ll show you:
-Essential insights about Buyer Personas—and why they matter for social data
-How to get fast, accessible insights using advanced real-time analysis
-How to prioritize social data insights for fastest business impact
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
Updated slides show 2012 research on social media network usage as a marketing tool among North American small to medium-sized business and industrial companies.
Presentation given by Brian Swanson to the AICPA on leveraging social media to develop your company's brand in 2012 - Flashpoint Marketing - Accounting Marketing.
Social media for social good, including insights and best practices on Facebook, Twitter, Pinterest, Instagram, YouTube, LinkedIn and Google Plus. Delivered to the national Mission Resource Alliance conference in Orlando, Florida on February 25, 2015 by Amy Neumann.
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveLEAP
LeapFrog Interactive, a digital advertising agency, partnered with the American Marketing Association and Pontiflex to present a webinar on Social Media Marketing to Women: What Every Brand Needs to Know. Women are an influential demographic, which cannot be overlooked. The webinar delves into how women act online, what their purchasing behaviors are, real-world examples, and how to market to women using email, social media, and more. Presenters include Emily Carroll, Manager of Strategic Planning + Consumer Insights; and Emily Van Winkle, Manager of PR + Communications.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
Hear from Chris Kerns, Author of Trendology, about the latest findings from the Spredfast Research team and their series, The Smart Social Report. Discover insights on Instagram media effectiveness, what works on Reddit, Tumblr virality, the power of real-time marketing, and an evaluation of fifty leading brands across ten verticals, eight social networks, and thousands of pieces of social content. Come to this webinar prepared to learn and leave with ideas you can act on.
We will discuss:
Strategies for collecting social data and understanding what to do with it
How extract actionable insights to create data-driven tactics for social marketing
Integrating analytics throughout your organization for an optimized company-wide approach.
How to make the most out of social media - A guide for legal professionalsLAWFORSALE
Lawforsale.net helps to create a strong LinkedIn profile for legal professionals and provides lawyers with guidelines for a successful digital strategy
Introduction: What is Social Selling?
There has been a paradigm shift in the way selling is done today compared to just a few short years ago. Some of us might remember back in 1993 when America Online (AOL) sent discs in the mail to get people on the internet. They ended up sending 660 million discs and spending over $300 million to get to a peak of about 30 million users in 2002. In 2005, the nation’s newspapers had peak ad revenues of $49.435 billion. By 2012, total newspaper ad revenues plummeted to $22.314, a drop of 55%. In July of 2013, the New York Times announced it was selling the Boston Globe for $70 million, after buying it in 1993 for $1.1 billion. Direct mail and print advertising used to be the most effective way to reach potential customers. Today, these businesses are on life support.
Two small companies were founded between the peak of AOL in 2002 and the peak of newspaper ad revenue in 2005. Those companies, LinkedIn and Facebook, spawned a new way of networking and selling. The former was founded in May 2003 and is the king of business social networking, with 332 million members. The latter was founded in February 2004 and is the de facto standard in social networking, with 1.35 billion members today. A third game-changing company was founded in March 2006 and currently gives over 284 million users the ability to send out 140 characters. The Big 3 in social networking and selling are LinkedIn (May 2003), Facebook (February 2004) and Twitter (March 2006).
These social networking and selling mediums are not going anywhere and new sites pop up all the time. 15 of the top social networking sites are Facebook, Twitter, LinkedIn, YouTube, WordPress, Pinterest, Google+, Tumblr., Instagram, Flickr, MySpace, Tagged, Meetup, Ask.fm and MeetMe.
Social Selling Overview
Social selling is a technique whereby products and services are sold via social networks. Social selling is more than just using tools like LinkedIn, Facebook and Twitter. Social selling is about salespeople, marketers, business owners and entrepreneurs using written and visual content to build a strong, personal brand and business community. These sites give you the potential to find business advocates that can spread the message of your content, products and services to others across the social web.
What the Analysts Are Saying about Social Selling
The use of social media for sales is finally making a dent on the internet, according to Gartner Analyst Patrick Stackenas. He mentioned that some vendors use Big Data to rapidly sort through large quantities of social data internally, and externally, to help you find optimal buyers. B2B tech buyers “find nearly 70% of the content they need on their own, with only 15% sent by marketing and only 15% sent by sales,” according to Forrester Research. These prospects go to search engines and social networks first.
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall SponderMarshall Sponder
This LinkedIn Analytics presentation is part of my MBA class at Baruch College that I teach on Monday nights -- MKT 9715 - I will also be teaching the undergrad class next semester as well as the graduate class.
Quali sono le caratteristiche dei Millennials - la generazione nata tra gli anni '80 e il 2000 - e come può agire una azienda per attirarli, coinvolgerli e assumerli?
Presentata da Cristina Arbini e Tomaso Giusti di LinkedIn Italia il 12 febbraio 2015.
Workshop for staffing leaders: Lead generation with social mediaLinkedIn Italia
Alex Charraudeau spiega ai leader nell'ambito dello staffing come far crescere il proprio business con LinkedIn, e in particolare come usare i social media per la lead generation.
Presentation given by Brian Swanson to the AICPA on leveraging social media to develop your company's brand in 2012 - Flashpoint Marketing - Accounting Marketing.
Social media for social good, including insights and best practices on Facebook, Twitter, Pinterest, Instagram, YouTube, LinkedIn and Google Plus. Delivered to the national Mission Resource Alliance conference in Orlando, Florida on February 25, 2015 by Amy Neumann.
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveLEAP
LeapFrog Interactive, a digital advertising agency, partnered with the American Marketing Association and Pontiflex to present a webinar on Social Media Marketing to Women: What Every Brand Needs to Know. Women are an influential demographic, which cannot be overlooked. The webinar delves into how women act online, what their purchasing behaviors are, real-world examples, and how to market to women using email, social media, and more. Presenters include Emily Carroll, Manager of Strategic Planning + Consumer Insights; and Emily Van Winkle, Manager of PR + Communications.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
Hear from Chris Kerns, Author of Trendology, about the latest findings from the Spredfast Research team and their series, The Smart Social Report. Discover insights on Instagram media effectiveness, what works on Reddit, Tumblr virality, the power of real-time marketing, and an evaluation of fifty leading brands across ten verticals, eight social networks, and thousands of pieces of social content. Come to this webinar prepared to learn and leave with ideas you can act on.
We will discuss:
Strategies for collecting social data and understanding what to do with it
How extract actionable insights to create data-driven tactics for social marketing
Integrating analytics throughout your organization for an optimized company-wide approach.
How to make the most out of social media - A guide for legal professionalsLAWFORSALE
Lawforsale.net helps to create a strong LinkedIn profile for legal professionals and provides lawyers with guidelines for a successful digital strategy
Introduction: What is Social Selling?
There has been a paradigm shift in the way selling is done today compared to just a few short years ago. Some of us might remember back in 1993 when America Online (AOL) sent discs in the mail to get people on the internet. They ended up sending 660 million discs and spending over $300 million to get to a peak of about 30 million users in 2002. In 2005, the nation’s newspapers had peak ad revenues of $49.435 billion. By 2012, total newspaper ad revenues plummeted to $22.314, a drop of 55%. In July of 2013, the New York Times announced it was selling the Boston Globe for $70 million, after buying it in 1993 for $1.1 billion. Direct mail and print advertising used to be the most effective way to reach potential customers. Today, these businesses are on life support.
Two small companies were founded between the peak of AOL in 2002 and the peak of newspaper ad revenue in 2005. Those companies, LinkedIn and Facebook, spawned a new way of networking and selling. The former was founded in May 2003 and is the king of business social networking, with 332 million members. The latter was founded in February 2004 and is the de facto standard in social networking, with 1.35 billion members today. A third game-changing company was founded in March 2006 and currently gives over 284 million users the ability to send out 140 characters. The Big 3 in social networking and selling are LinkedIn (May 2003), Facebook (February 2004) and Twitter (March 2006).
These social networking and selling mediums are not going anywhere and new sites pop up all the time. 15 of the top social networking sites are Facebook, Twitter, LinkedIn, YouTube, WordPress, Pinterest, Google+, Tumblr., Instagram, Flickr, MySpace, Tagged, Meetup, Ask.fm and MeetMe.
Social Selling Overview
Social selling is a technique whereby products and services are sold via social networks. Social selling is more than just using tools like LinkedIn, Facebook and Twitter. Social selling is about salespeople, marketers, business owners and entrepreneurs using written and visual content to build a strong, personal brand and business community. These sites give you the potential to find business advocates that can spread the message of your content, products and services to others across the social web.
What the Analysts Are Saying about Social Selling
The use of social media for sales is finally making a dent on the internet, according to Gartner Analyst Patrick Stackenas. He mentioned that some vendors use Big Data to rapidly sort through large quantities of social data internally, and externally, to help you find optimal buyers. B2B tech buyers “find nearly 70% of the content they need on their own, with only 15% sent by marketing and only 15% sent by sales,” according to Forrester Research. These prospects go to search engines and social networks first.
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall SponderMarshall Sponder
This LinkedIn Analytics presentation is part of my MBA class at Baruch College that I teach on Monday nights -- MKT 9715 - I will also be teaching the undergrad class next semester as well as the graduate class.
Quali sono le caratteristiche dei Millennials - la generazione nata tra gli anni '80 e il 2000 - e come può agire una azienda per attirarli, coinvolgerli e assumerli?
Presentata da Cristina Arbini e Tomaso Giusti di LinkedIn Italia il 12 febbraio 2015.
Workshop for staffing leaders: Lead generation with social mediaLinkedIn Italia
Alex Charraudeau spiega ai leader nell'ambito dello staffing come far crescere il proprio business con LinkedIn, e in particolare come usare i social media per la lead generation.
Non-profit Board of Directors Basic Responsilities TrainingLorraine Arams
Non-profit boards of directors need training, training on the three most important basic responsibilities they hold as a member of the board in order to successfully contribute to the health of a non-profit.
ApnaComplex is India's #1 mobile and web based Apartment Management and Accounting Software. This presentation gives an overview of ApnaComplex - what, why, how, customers of apnacomplex and overview of features and benefits.
Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results.
In this Content Marketing Workshop, we cover:
- Whether social media is a useful business tool or a waste of time
- Why most companies can’t harness the power of social media
- A case study of how one engineering firm used LinkedIn to send lead generation results through the roof
A social campaign is only as good as its results, and turning your data into actionable insights is the first step to a successful campaign. Where should you begin with your social data expectations? Which platforms should you get on board with and how do you wade through a sea of numbers? How do you turn those numbers into campaign pivots? What data can help you engage better and what data can tell you how well your campaign actually did?
Join us as our panelists discuss:
-Integrating a data-centric approach into your organization's campaign strategies
-Using data to initiate or revise an existing social campaign
-Staying agile with data to better engage with your audience
How to use social media for recruiting. Social Recruiting is becoming the new norm, with sites like Facebook, Twitter, Pinterest, YouTube, Quora and others joining in alongside LinkedIn to help proactively find and learn about both active and passive candidates. This presentation highlights the who, what, when, where, why, and how of using social media for recruiting, adding statistics on social recruiting and examples of who is using what. By Amy Neumann, Director SEO/ SEM/ SMO, Northeast Ohio Media Group/ NEOMG, presented August 23, 2013 for ERC (Employers Resource Council) in Cleveland, OH.
Every 60 seconds 1,820 terabytes of data are created, including 98,000 tweets, 600 YouTube videos, and nearly 700,000 status updates. Navigating this world of social data can be overwhelming if you don't have the right approach--but the smart business knows that understanding data is the social center of excellence. This field is no longer just for the elite or uber-techs; it's time to democratize social data. It can and should be taken out of its silo and used to drive your decision-making across the company, because insightful businesses know how to turn data into action.
In this webinar, learn from our panel of experts how to:
-Use social analytics to create a 360-view of your customer
-Cultivate a culture of social intelligence in all departments of your business
-Understand social data as more than just numbers and text, but as pathways to actionable decisions.
-Turn data insights into a deeper understanding about how your business does and should work best
Presentation: Four Truths About Social Media and Finance
Presented by: Ben Cathers, Social Media Manager, Lightspeed Financial
It's where your customers are: Every single day, your customers are on some type of social media. And chances are, they are doing something finance related. From asking for advice on financial social media sites, to sharing the latest good and bad news about your company to their friends, your customers are connected more to your brand more than you think
It's where your customers research you: Your customers are getting smarter - social media enables them to be. Every day, your customers are researching your brand on social media sites and using that information as a definitive way to make a decision. Your presence on these sites is more important than ever.
It's what your customers want: Your customers want to interact with you via social media. Whether its through Facebook, Twitter, Linkedin or Youtube, or your own internal user community, your customers allow your brand into their personal inbox. They want to interact with your brand. They will allow you into their personal social inbox. Embrace it!
Its where your employees are: Your employees are on facebook. And that brings up a whole host of legal and regulatory issues. Ever have an employee talk about a stock on their personal facebook or twitter page? That could lead to potential issue. Having a social media policy is no longer a "nice to have". It's now as standard as any other legal document.
www.bdionline.com
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
To get into the lead generation game, LinkedIn began offering Sponsored Updates, allowing companies to put paid promotions behind status updates. These promoted updates are seen by your followers and targeted users outside of your follower network. Like all other social ads, LinkedIn updates should include a visual, and then link to a gated asset.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Five Sins of Nonprofit
1. FIVE SINS OF NONPROFIT
MARKETING & THE PROMISE OF
SOCIAL MEDIA
2. Agenda
•
•
•
•
•
Introductions
Why Nonprofit Marketing Matters
Five Sins of Nonprofit Marketing
Why Social Media Matters
What You Need to Know about Google,Twitter &
Facebook
• Social Media Audit Results for CL&M Clients
• Appendices
2
3. Why Nonprofit Marketing Matters
• What is “Marketing?”
– Market Research that provides data & insights
– Marketing Communications that create awareness
• How does that help nonprofits?
– Research enables them to:
• Target communications
• Refine programs to meet audience needs
– Awareness enables them to attract/retain:
• Donors
• Members
• Volunteers
3
4. Marketing Planning/Communications
Not Grounded in Research
• Sin #1
– “We know our audience – we’ve been doing
this a long time”
– But times change, now more than ever
– Research need not be expensive
• Online tools like Survey Monkey
• Telephone surveys by staff
• Visitor surveys
– Without research, it’s tough to measure ROI
4
5. Marketing Basics Ignored
• Sin #2
– Brand positioning/differentiation
– Marketing strategy
– Audience definition
– Messaging
– Marketing plan w/ objectives tied to
organizational objectives
5
6. Communications Not Consumer
Focused
• Sin #3
– Often reflects lack of research – organization doesn’t
know stakeholders
– It’s all about the organization and what it wants to do
– Everyone – Board & Staff – is an expert: “Let’s show
‘em what we know
– Website devoted to XYZ Disease Association, not
people with XYZ disease
– Flip side: communications try to be “all things to all
people”
• Also reflects lack of solid positioning/differentiation
6
7. Content Development Given Short
Shrift
• Sin #4
– Multiplicity of channels, especially Social, makes content
development critical
• “Everyone is watching you … all the time”
• Organizations can’t afford dated websites, month-old blogs
– Content development need not be expensive
• Again, online surveys
• First-hand stories about/by the people your organization helps
• Trends in data maintained by your organization
– Every organization has hidden content assets – they just
have to look for them
7
8. Marketing Treated as Cost – Not
Necessary Investment
• Sin #5
– Organization leaders don’t understand power of
marketing
• Hire web designers, brochure writers
• Instead of strategic thinkers who can impact overall
results
– “Why spend these dollars if we can’t measure
results?”
• But results can be measured
• In fact, if you can’t measure it, don’t do it
– Which is why you can’t afford Sin #1
8
10. Information Delivery is undergoing
“The word blogchange
a radical is irrelevant.
What's important is that it to now
• Pace of change: It took more than 1 yearis sell 1
Million iPods but only 28 soon be expected,
common, and will days to sell 1 Million +iPads
• New technologies: By 2012 smartphones will out sell
that every intelligent person (and
desktop and laptop computers combined
• quite a fewbehaviors: Search is the most will
New consumer unintelligent ones)
performed action on platform where they
have a media the internet. Email is a close
second
share what they care about with the
• New leader behaviors: 6/10 C-suite executives
world.”
conduct more than 6 daily online searches
10
11. A Part of Marketing
OUTBOUND MARKETING
INBOUND MARKETING
• Direct Mail / email
• Advertising
• Marketing collateral
•
•
•
•
Interruption
Blogging
Social/Digital Media
Public Relations
Website
Permission
11
12. Social Media is for Leads and
Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
12
15. “Your brand isn’t what YOU
say it is, it’s what GOOGLE
says it is”
- Chris Anderson, Wired Magazine
15
16. Is your company ranked on the first page of Google?
If not, 3,923,869 sets of eyeballs missed your website
Source: http://training.seobook.com/google-ranking-value
16
17. •
Twitter is a social networking and micro-blogging tool
in which users send and read posts of up to 140characters called tweets.
•
Tweets are distributed to followers on a “feed” which
displays the tweets in real time
•
Twitter now has 105,779,710
registered users
•
New users are signing up at the
rate of 300,000 per day
•
180 million unique visitors come to
the site every month
•
Twitter's search engine receives
around 600 million search queries
per day
17
Source: Huffington Post, 4/21/10
18. Let’s Not Forget Facebook
• If Facebook was a country, it would be the
3rd largest in the world
• Idealware’s 2011 survey of Nonprofit
Facebook users found:
– 85% had moderate to substantial success in
increasing awareness of their organization
– 70% saw an increase in website traffic
– Almost 80% said they reached new “supporters”
• How much time did this take? An average
of 2.6 hours a week
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19. CL&M Clients Social Media Highlights
• Beth Abraham Health Sciences
– Barely on the radar screen
• Collegiate Chronicles
– Better but not much
• Museum of American Finance
– Rising star
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21. Speaker Biographies
•
John Bliss is the founding principal of NonProfit Solutions LLC (www.non-profit-solutions.com),
which provides marketing services to nonprofit organizations. In his previous life, he founded
BlissPR in 1975 and grew it from two to 35 people with offices in New York and Chicago. He is a
former Chair of the Americas Region of Worldcom, the largest global network of independent PR
firms. On the nonprofit side, he is currently Treasurer of the Board of Trustees of the Hudson
Highlands Nature Museum and a Board member of Boscobel Restoration Inc. in Garrison NY.
He also previously served as Chair of the Museum of Holography in New York and as a national
Board member of Mothers Against Drunk Driving. He is a cum laude graduate of Princeton
University with a Master’s Degree in Journalism from Boston University.
•
Elizabeth Sosnow is one of two Managing Directors of BlissPR (www.blisspr.com) , a New Yorkbased integrated communications firm with annual fee revenues of $6 million. The firm focuses
on professional, financial and healthcare, and its clients have included Deloitte & Touche, Hunton
& Williams, Towers Perrin, BDO Seidman, MetLife, KeyCorp, Chubb, Davies, Ward and the
Ontario (Canada) Ministry of Economic Development & Trade. Ms. Sosnow is a recognized
Social Media authority, having been named a “B2B Social Media Thinker” and “100 People to
Watch in PR.” Ms. Sosnow serves on the Board of Directors of Worldcom as Digital Chair, is a
graduate of Denison University.
23. Lawyers are already
experimenting, even Biglaw
•
•
•
Leads: 10% of lawyers have had a client retain them as a result of use of online SM,
according to an ABA report
Blogging: 96 of the 2009 AmLaw 200 law firms are now blogging. This number is up
from 39 firms since August 2007
Reading Online: Blogs are most frequently used tool among in-house lawyers at the
largest companies (revenue of $1.5 billion to $9.9 billion) with 35% visiting a blog in
past 24 hours and 54% in the past week
–
•
•
Nearly 70% of Corporate Counsel aged 30 to 39 expect their consumption of business and legal industry
news through SM platforms to increase within the next six months
Tweeting: 29 of AmLaw 100 firms have a Twitter account, though many “blast” like
@WeilGotshal
Updating: 37 percent of Counsel aged 30-39 have used Facebook for professional
reasons in the past 24 hours, and 48 percent – nearly half – have used it
professionally in the past week
–
More than 10% of law firms in the country are on Facebook and more than 40% of attorneys, per ABA
23
24. How Lawyers Use Social Media
•
•
•
•
•
Sullivan & Cromwell partner Frank Aquila, who was named a Legal Rebel by
the ABA Journal in part because of his use of Twitter (@FAquila). He now
writes for BusinessWeek, too.
Land Use attorney Robert Thomas’ blog inversecondemnation.com led to
two Fortune 100 companies asking him to start work, not to submit a
proposal. They found the blog via Google.
After 3 years, Roy Ginsburg’s blog Quirky Employment Questions hit over
10,000 unique visitors and led to a six-figure client.
Dr. Lisa Haile, Partner and co-chair of DLA Piper’s global life sciences
sector uses Twitter extensively to demonstrate her thought leadership. It
netted an inquiry from a general counsel of a large target company
Freshfields Bruckhaus Deringer set up an internal wiki to encourage
collaboration and knowledge sharing among its top rainmakers
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25. How can Law Firms get started?
•
Recognize that you don’t have to start by getting “social”
– Combat distrust & cynicism with competitive intelligence and emerging insights
•
Audit online activity on at least a quarterly basis
– Radian6, Techrigy, Scout Labs
•
Construct “early warning” systems on key issues, competitors &
conversations
– TweetBeep, Backtype, BoardAlerts
•
Harvest your existing contacts on LinkedIn, even if the lawyers are not ready
– Flowtown
•
•
•
•
Benchmark & monitor clients/peers using social media & LI report
Consider targeted SEO project, perhaps for an up and coming practice
Construct recruiting SM strategy to demonstrate that firm is evolving
Harvest analytics from website and current email blasts
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26. Resources
• Legal Marketers
– Jayne Navarre: Virtual Marketing officer, upcoming
book on SM case studies for lawyers
– Nancy Myrland: Myrland Marketing, former in-house
– Heather Milligan: The Legal Watercooler
– Adrian Dayton: Marketing Strategy & The Law blog,
“Social Media for Lawyers: Twitter Edition”
– Nicole Black: “Social Media for Lawyers: The Next
Frontier”
– Mailing List: Both the LMA and Larry Bodine’s mailing
list offer good SM nuggets
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27. Legal Networks: Leads or…
referral sources?
• Legal On Ramp: invite only community with in house counsel
& attorneys
• Martindale-Hubbel Connected: just won an award for “Best
Closed Community”
• JD Supra: “cross-share” lawyer contributed articles (Mintz
Levin has given nearly 600 documents)
• Civile.IT: has more than 100,000 users per month (Italian)
• ACC listserv
• LexBlog: is blog publishing platform used by 65% of AmLaw
bloggers (incl. Russell Jackson’s)
• Avvo: has free lawyer profiles and a “content network”
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