Digital Marketing: A Primer for Not-for-Profit Organizations
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This document provides an overview of digital marketing for not-for-profit organizations. It defines digital marketing as marketing that takes place online, via social media, mobile apps, search engines, and personalized advertising. It then explains how digital marketing works through different channels and systems. Finally, it discusses how to measure the return on investment of digital marketing efforts through analytics and industry benchmarks.
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Digital Marketing: A Primer for Not-for-Profit Organizations
- 1. Digital Marketing A Primer for Not-for-Profit Organizations January 20, 2014
- 2. Welcome Zone 5 is an integrated communications agency: • • • • • • • • Marketing Public relations Social Media Design Digital/Web Printing Research Training @Zone_5 zone5.com
- 3. Presenters • Colleen Luther @Z5Leena • Danika Atkins @DanikaAtkins • Alyssa McClenning @AMcClenning
- 4. Agenda • Presentation: – What is Digital Marketing – How Does Digital Marketing Work – Examining Resources – Measuring ROI • Q&A • Small Group Workshops
- 5. What is Digital Marketing?
- 6. What is Digital Marketing? Where • Online • Social • Mobile • Search • Personal • Public What • Stationary ads/content • Dynamic ads/content • Video ads/content • Social ads/content • Search ads/content • Email
- 9. Complexity is a Trend
- 10. How Digital Marketing Works • How do you get your message into the digital realm? – Channel by channel – Enterprise systems – Less than enterprise systems – Vendors
- 11. How It Works – Channel by Channel - Popular in the social world - And for email blasts - Web content management systems (CMS) make this an increasingly popular option too The downside? - Content creation is timely
- 12. How It Works – Channel by Channel • Digital media efforts operate at the whims of companies that own the platforms • The rules constantly change
- 13. How It Works – Channel by Channel
- 14. How It Works - Systems Save time: • Content publishing • Social listening Bypass technical know-how:
- 15. How It Works - Hootsuite Save time: • Content publishing • Social listening Bypass technical know-how:
- 16. How It Works – Sprout Social Save time: • Content publishing • Social listening Bypass technical know-how:
- 17. How It Works – Radian6
- 18. How It Works – WordPress
- 19. How it Works – Vendors & Agencies Agencies & Freelancers: • Great for strategy • Resources Website Media Buyers: Atlas, Bluestreak, DART, Interpolic, Pointroll, Tan go Zebra, MediaPlex, EyeBlaster, EyeWonder
- 20. Resources • Do things fast • Do things cheap • Do things well
- 21. Resources – Personnel • Creative: designer, copywriter, videographer, video/sou nd editor, • Digital: web developer, web editor, SEO specialist, interactive media buyer • Social Media: community manager, • Director that is knowledgeable about digital options
- 23. Resources – Budget • How much should a good campaign cost?
- 24. Measuring ROI – Analytics Social: Facebook, YouTube, LinkedIn Web: Google Analytics, Server Data Ads: Google AdWords Enterprise: Hootsuite, Sprout Social, Radian6
- 25. Measuring ROI "We think that a client's ROI is going to be greater served by looking at the synergies across digital as a whole rather than silo-ing each and every strategy.” - Nick Talbert, MediaMind
- 26. Measuring ROI – Industry Data
- 27. Measuring ROI – Industry Data
- 28. Measuring ROI – Industry Data Among the findings of a new study is that Google’s advertising tentacles extend to at least 80 percent of online publishers. It also found that if only a small fraction of Web surfers opted out of being shown shown ads based their previous online behavior, it would significantly decrease the industry’s profits. Source: Stony Brook and Columbia Universities (2011 data)
- 29. Measuring ROI - Benchmarks Your best benchmark is you. Benchmark factors: They are the results of a single study. • Who is involved? • How were they surveyed? • When were they surveyed? • How are terms defined?
- 30. Resources - Budget • How much should a good campaign cost?
- 33. Top Five Tips • Start where you are. Audit your digital presence. • Help, don’t hype. Customer service is huge online. • Keep it personal – at all levels of your organization. • Stay informed. • Show your passion.
Editor's Notes
- Small group divisions will be broken down by answers from the Eventbrite RSVP, as well as the Q&A.
- Small group divisions will be broken down by answers from the Eventbrite RSVP, as well as the Q&A.
- Insert some great examples: This video can be found: http://www.iab.net/mixxawards/gallery2013/Best in Show: Coca Cola
- All these things. You can go really far with it, but you still need a great base. That base is your content.
- In-person events, social media, articles on your website, eNewsletters, Videos, Annual Reports, Print Newsletters, Articles on other websites, blogs, print magazines, infographics, online presentations, case studies, research reports, mobile content, branded content tools, webinars, books, digital magazines, mobile apps, microsites, white papers, syndicated content, podcasts, virtual conferences, eBooks, gamificationContent is getting complicated, isn’t it? Source: Bloomerang
- This is a B2B chart, but I think it shows a good breakdown of what content (and content marketing) is. A lot of it falls under the digital realm. Content Marketing: social media, articles on your website, eNewsletters, blogs, in-person events, case studies, videos, articles on other websites, white papers, online presentations, webinars/webcasts, infographics, research reports, microsites, branded content tools, mobile content, print magazines, ebooks, books, mobile apps, digital magazines, podcasts, syndicated content, virtual conferences, annual reports, print newsletters, games/gamification
- We have more data than ever about how your content performs works. This graph shows a “complexity index” of the average folks and the top-10 “Cokes” of the world,and how they measure their content. The list next to it are the things they use to measure. Looking at your data really works. But beware too much complexity. increased amount of setup time and costs associated with additional tags and technology layers make for diminishing returns. We’ll talk more about that in our ROI section.But back to the results of the nonprofit content marketing survey: The most effective nonprofit professionals use all of these tactics more often than their least effective peers do; however, they use some of these tactics a great deal more frequently, including videos (80% vs. 60%), articles on other websites (59% vs. 38%), blogs (58% vs. 38%), infographics (43% vs. 18%), and online presentations (43% vs. 19%). – all digital things.
- We’re going to look more in-depth at these four things. Getting your digital marketing messages into the world usually ends up requiring a combination of these things.
- This is probably what you are doing now. The ultimate in DIY. You post your own messages on Facebook. You Instagram from your own phone. You can even create your own Twitter ads. You can pop a new page into a web site from a pre-made template. And you can jump on Event Brite to run an event, like we did for today’s event. And it probably takes up a lot of your time and it’s what is stopping you from progressing into more complex and sophisticated ways of doing digital marketing. Aside from the content creation time, something more is happening…
- This goes for paid and unpaid. It’s a young industry. How it works is far from settled. Did you know that in early December, Facebook made changes to their algorithm that make it harder for messages to be seen from a brand. Also in Dec., they unveiled a “donate now” button. No fees.
- Facebook is not charging a fee to process credit card donations and is instead paying that fee itself so 100% of donations go to the non-profits.19 non-profit launch partners will start displaying the Donate Now button at the tops of their Facebook Pages and bottom of their News Feed posts. These include DonorsChoose.org (a personal favorite), Boys And Girls Club Of America, World Wildlife Fund, UNICEF, Red Cross, and Kiva. Being tested and then possibly for further release. I have a handout for you, at the end, with a ton of resources listed. The list to the interest form is on there. It’s a great feature. I hope it sticks. I hope they release more things like this.
- There are tools out there that can help you start to streamline some of these processes. They are designed to help you save time and bypass some of the technical know-how required. mid-level tools often combine with listening tools… and are social-based. hootsuite, sprout social, Enterprise combine a few things, or take one aspect (listening, reporting, etc) and do a fantastic job at it. We here at Zone 5 just went through an, I would say, exhaustive, review of many social systems. Radian6, SimplyMeasured. We’ll touch on this again in analytics. Can spit out results that are graphical and easy-to-understand at a glance. When it comes to ads, I don’t find any of the tools any easier than doing it directly in the channel. Most make it super simple, because they want you to do it.
- There are tools out there that can help you start to streamline some of these processes. They are designed to help you save time and bypass some of the technical know-how required. mid-level tools often combine with listening tools… and are social-based. hootsuite, sprout social, Enterprise combine a few things, or take one aspect (listening, reporting, etc) and do a fantastic job at it. We here at Zone 5 just went through an, I would say, exhaustive, review of many social systems. Radian6, SimplyMeasured. We’ll touch on this again in analytics. Can spit out results that are graphical and easy-to-understand at a glance. When it comes to ads, I don’t find any of the tools any easier than doing it directly in the channel. Most make it super simple, because they want you to do it.
- There are tools out there that can help you start to streamline some of these processes. They are designed to help you save time and bypass some of the technical know-how required. mid-level tools often combine with listening tools… and are social-based. hootsuite, sprout social, Enterprise combine a few things, or take one aspect (listening, reporting, etc) and do a fantastic job at it. We here at Zone 5 just went through an, I would say, exhaustive, review of many social systems. Radian6, SimplyMeasured. We’ll touch on this again in analytics. Can spit out results that are graphical and easy-to-understand at a glance. When it comes to ads, I don’t find any of the tools any easier than doing it directly in the channel. Most make it super simple, because they want you to do it.
- There are tools out there that can help you start to streamline some of these processes. They are designed to help you save time and bypass some of the technical know-how required. mid-level tools often combine with listening tools… and are social-based. hootsuite, sprout social, Enterprise combine a few things, or take one aspect (listening, reporting, etc) and do a fantastic job at it. We here at Zone 5 just went through an, I would say, exhaustive, review of many social systems. Radian6, SimplyMeasured. We’ll touch on this again in analytics. Can spit out results that are graphical and easy-to-understand at a glance. When it comes to ads, I don’t find any of the tools any easier than doing it directly in the channel. Most make it super simple, because they want you to do it.
- There are tools out there that can help you start to streamline some of these processes. They are designed to help you save time and bypass some of the technical know-how required. mid-level tools often combine with listening tools… and are social-based. hootsuite, sprout social, Enterprise combine a few things, or take one aspect (listening, reporting, etc) and do a fantastic job at it. We here at Zone 5 just went through an, I would say, exhaustive, review of many social systems. Radian6, SimplyMeasured. We’ll touch on this again in analytics. Can spit out results that are graphical and easy-to-understand at a glance. When it comes to ads, I don’t find any of the tools any easier than doing it directly in the channel. Most make it super simple, because they want you to do it.
- Agencies can handle all of your digital marketing needs, from content creation & design to implementation & tracking. There are agencies that specialize, in things like SEO. Or ones like us that do everything. Perhaps I’m biased, but I think we are a great resource for keeping up with the newest digital marketing trends and features. We’re a nice thing to have around. We also help with weird things that only happen in digital marketing. For example, a lot of paid digital marketing is billed daily. Places like FB restrict your budget until you can prove you can pay your bills. And that restriction may not work for you, especially if you are doing a big annual campaign push or something. But places like Zone 5 have built up their “credit” and can handle a job of almost any size. Maybe not Coke’s, but. But also know that some digital media outlets only accept advertising done through vendors. On many websites, you can’t just buy ad space. Many websites only accept advertising through specified vendors. And a look at their media kit will tell you who they deal with. These are some of the popular ones.
- Pick any two. Is digital the exception? No, but it comes closer than anything I’ve seen before.Let’s take a look at what’s involved.
- In a perfect world… who do we need? (make interactive)It’s very hard to get this team in-house. Heck, it’s hard to get this team in an agency. We don’t have people with each of these titles, but we do have people that can do all the above. Flexibility and knowledge is key.
- This is just social. Now add in all those other personnel tasks. Just a benchmark to think about. It’s hard to convince the powers that be that more person-power is worth it. Or that the work shouldn’t be done by students and volunteers. This can be really skilled stuff. We suggest taking small steps, gathering proof along the way.
- Of course, this depends. First we need to discuss ROI.
- Data is what makes digital marketing special. Every digital marketing channel has analytics. This is the first thing you need to look at when evaluating a digital campaign. What happened? Twitter does not come with its own analytics. But there are plenty of free/cheap apps that get you that Twitter info. But all of these connect somehow.
- How do you do this?
- Don’t become detached from the big picture. This graph shows platform reach. TV, reaches the most. Radio, still up there.
- Don’t become detached from the big picture.
- Google does the most tracking. If you are seeking out a digital marketing partner, you may want one that knows Google. Facebook does the second-most tracking, according to this same study, so Facebook/social knowledge is good as well. But don’t forget that last line – Things change very fast in digital marketing. If people change their behavior, the entire industry will change, again. The researcher’s figures show that if everyone adopted Do Not Track, ad revenue would fall by about 75 percent. If only the most valuable 5 percent of people in the data set adopted the measure, industrywide revenue would still drop 30 percent or more.
- Where to find them: The good news is, you can find them in all sorts of places. The bad news is, you can find them in all sorts of places. Your best benchmark is you. It sounds like such a cop-out, but it’s true. If you do use a benchmark, read the fine print, and know the factors that affect them. ComScore,
- So, let’s ask ourselves again. Again, it all depends on what channels you want, how many people you want to reach, how targeted are those people, are you doing all new creative, etc. Some examples from jobs we have done: Top cost 10kBottom cost 15k(insert nameless graphics that show an upshoot of interaction w/approx. cost AND sample campaign data, cost & reach by channel)
- This is about $1500 over ten days. That’s ~$150 a day. Ads have been shown to approx. 30,000 people. Digital marketing is very scalable. In our experience, analytics and proving the success of a marketing campaign helps get grant money and/or keep and increase your marketing budget. Easier to do w/digital.
- Overall, 3% of operating budget is allotted to marketing (2008 study). 10% Large nonprofits allocate more of theirtotal marketing budget to content marketing than small nonprofits do (23% vs. 20%). The most effective nonprofit professionals allocate a higher percentage (30%) of their total marketing budget to content marketing than their least effective peers do (12%).
- Audit – You don’t need to be everywhere. But know where you are. Know where your peers/competitors are. It makes choosing your next steps easier and more focused. Compare apples to apples. Help – No one wants to hear a sales pitch. Social is just that. Make friends.People tend to do a better job with social media than brands do. Make sure you are enabling them to support you. Your workers and supporters will be your best ambassadors. And leaders often accrue loads of followers and make great fundraisers. If you have access to a great personality, use it. Digital marketing is still in the toddler stage, so to speak. It changes every day. There are challenges in keeping up with every new nuance. But you can’t afford to ignore the general trends. Passion is the root of your brand. The non-profit world is very special, because that passion really shines through. It’s your most powerful tool.