Digital Trends Webinar - Navigating a Changing Digital Landscape
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What You'll Learn: - Taking Stock of the Current Technology Landscape - Four Big Changes to Watch for Nonprofits - Responding to Change
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Digital Trends Webinar - Navigating a Changing Digital Landscape
- 1. Navigating a Changing Digital Landscape Digital Trends Webinar
- 2. 2 Our purpose is to connect non-profit fundraising and communication priorities to digital technology and platforms that support those efforts.
- 3. Taking Stock Strategizing in a Changing Digital Landscape
- 4. • Taking Stock of the Current Landscape • Four Big Changes to Watch • Responding to Change What we’ll cover…
- 5. “There is no digital strategy, only strategy in a digital world.” Phillip Rheindhart Chief Efficiency Officer, PBJ Marketing 5
- 6. Companies are shifting investment to online efforts 6
- 7. Nonprofits see digital growth as offline giving wanes 7
- 8. Four Big Changes in Today’s Digital Landscape
- 11. Change #2 Embracing “Mobile First” 11
- 12. Mobile Tipping Point 12 Source: http://gs.statcounter.com/press/mobile-and-tablet-internet-usage-exceeds-desktop-for-first-time-worldwide
- 13. Change #2 Embracing Mobile First 13
- 14. 14 Change #3 Video + Live Streaming
- 15. Change #4 Content is still Royalty… 15
- 16. …but it’s being created by the Masses 16
- 17. Changes in the Digital Landscape 1. Micro Moments are a BIG thing! 2. Mobile First 3. Video + Live Streaming 4. Content Reigns Supreme 17
- 18. Responding to Changes in Today’s Digital Landscape
- 19. • Social Listening • Recruiting & Leveraging Social Ambassadors • Empowering Supporters 19 Putting a Human Touch in Today’s Digital Landscape
- 20. Social Listening The process of monitoring digital conversations to understand what constituents are passionate about and how you help support those passions. 20
- 21. Common Sense Social Listening 21
- 22. Advanced Tools 22 Attentive.ly lets you: • ‘listen in’ to a broader audience to monitor your brand • see if issues you care about are going viral • learn more about individuals who follow you.
- 23. After you listen, go ahead and talk 23
- 24. Social Ambassadors Social-savvy supporters who can be incentivized to share your message to their friends, colleagues and families. “The modern meeting place is no longer the nightclub but Twitter. Instead of a smile and a knack for conversation, their weapon is the hashtag.” -- Andrew Lisa 24
- 25. Why they share 25 Excitement Warby Parker opens brick and mortar store Personal Brand Me and my Nikon Social Good Rescue me at Austin Pets Alive Rewards My new t-shirt
- 26. Identify and offer your largest influencers added value 26
- 27. Use Social Ambassadors to Amplify a Buzz 27
- 28. Employ a ‘Micro-moment Strategy’ 28
- 29. Provide multiple ‘bites’ of content to share 29
- 30. If you build it, they will come 30
- 31. Advocacy + Engagement “If you can find people in your network whose advocacy mirrors the work you’re doing to serve your mission, that’s a pairing worth exploring….Advocacy is at the core of why a donor contributes to begin with.” -- Blake Groves, Vice President of Strategy & Business, Salsa Labs 31
- 32. Action Center Build a One-Stop Shop for Advocacy and Engagement 32
- 33. Go beyond canned emails in your advocacy 33
- 34. 34 Embrace Mobile First Go beyond responsive design and focus on how people are using their phones
- 35. Use Snapchat geofilters to create buzz at your Walks or other Events; fundraising campaigns 35
- 36. Offer FAST easy ways to make a difference or gain value • Short Polls & Surveys • Send a Message of support • Donation 36
- 37. UNHCR Virtual Reality 37 Use Video to Make It Real
Editor's Notes
- This chart is the backup for the previous slide – spend is up in digital areas, down in others (though it should be said that billions are still being spent in direct mail, print, tv)
- Google report Ask the question: What’s the last thing you did on YOUR phone? "People will be much more likely to reach for their phones to facilitate physical / digital interactions to enhance or extend experiences through mobile. We see the beginning of this already. I use an app for my boarding pass at the airport and NFC (near-field communication) at London bus stops for travel information. "In galleries I quickly search for the subject of portraits and take photos in museums to share my emotional response to objects with friends and family." Source: SCOTT PONIEWAZ, Hawke Media
- Examples of micro moments – check the weather, send a text, make a reservation on Open Table, post on Facebook, check an online review
- Yeah, yeah, we’ve all bought into the fact that mobile matters, but have you embraced “Mobile First?” I know I still fall into this trap – poring over the desktop version of email designs and only giving a cursory glance @ the mobile version. And I never check the mobile version on my phone – DOH! We need to shift our perspective. "What some call ‘mobile first’ is in truth already ‘mobile majority’.
- ***Google Analytics dashboard showing more mobile visitors than desktop***
- You’ve been hearing us talk for years about making sure your websites and emails are mobile friendly or better yet responsive. More and more everyone is going mobile – the oh so coveted Millenials, the often forgotten Gen-Xers, and the STILL important (at least from a donation perspective) 50+ audience But while it’s mobile first, it’s not mobile only! A recent Pew study stated that 39 out of 50 people used their mobile phones to check NEWS sources. But the 10 people who spent the most time doing in depth reading used a desktop (I have the source for this and need to confirm the numbers)
- By 2017 video will account for 69% of consumer traffic. YouTube alone reported 20 BILLION branded video views for 2015 That’s DOUBLE their lifetime total through 2014 Facebook users watch 100 million hours of video each day. Snapchat users watch 8 billion videos a day Can you make the bullets on this slide an infograph? YouTube alone reported 20 billion branded video views for 2015 (doubling from a lifetime total of 20 billion through 2014). And that’s ignoring Facebook, Twitter, Instagram, and a dozen other platforms delivering video content to viewers at rapidly increasing rates. The great news is that it has never been easier to produce video content. With a smart phone and a laptop, companies can easily produce VLOGs, video event previews, interviews, and video messages. Across the world and in everyone’s backyard are talented video content producers who can produce the highly polished videos for use on your homepage, emails, and social/video ads. -- Heather Clark Brewery Rep at Video Brewery Research indicates that by 2017 video will account for 69% of consumer traffic. Snapchat users watch 8 billion videos a day. Facebook users watch 100 million hours each day. And YouTube still has more than both of them. John Koetsier Mobile Economist @ TUNE
- Got this image here: http://www.dailymail.co.uk/news/article-1077321/Town-crier-booming-25-years-bell-ringing-deaf.html this is the only image we need to have on this slide You need to have a written plan Goals Audience Strategies Resources
- People are desperate for curated content from sources they trust: Trust in government & traditional news sources are low People are more dependent on friends to be “editors” about what information is important Friends’ opinions impact the products we buy, and the organizations we support Facebook, Google and other platforms are tweaking their algorithms to prioritize family/friend content over yours Pew Report http://www.pewinternet.org/2015/11/20/the-changing-digital-landscape-where-things-are-heading/ Social media are becoming a news source that rivals other traditional sources Facebook is as important to political news consumers as local news TV station broadcasts (which for two generations have been the most popular source of news for Americans by a large margin. Your organization needs to be seen as a reputable source for news
- Can we lose this slide – it ruins all the suspense!
- This slide will introduce three ways we delve into the Human Touch. By using Social Listening, you can really understand what your constituents are passionate about. What problem are they looking to solve in the world? What problems are they looking to solve in their relationship with your organization? That will lead to better content development and a true relationship with your constituents. While facebook and google ads, display ads and retargeting will still have a big place in acquisition, changes in Facebook and Google Algorithms dictate that inspiring your current constituents to carry your message will be key to future growth plans. And finally, when you have those new constituents, offering tangible ways that people can make a difference (in addition to donating of course) will be key to adding value to their lives.
- Can you just set this up as a big font ‘definition” slide. I’ll do the same for the other sections, so I’ll follow your lead
- Can you just set this up as a big font ‘definition” slide. I’ll do the same for the other sections, so I’ll follow your lead
- Inaugural campaign raised $813,477 from 3,966 gifts
- Adoption rate for mobile application increased by 98% from launch of the lightbox Overall, saw a 26% increase in revenue from Boundless Fundraising
- Can you just set this up as a big font ‘definition” slide. I’ll do the same for the other sections, so I’ll follow your lead
- from Digital Marketing Trends 2016 – 2017 via SmartInsights.com. Will make this shorter, need to check the article attributed here for some stats Also means Messaging Apps: “From Facebook’s Mobile Messenger through Facebook’s acquisition of WhatsApp and rebuff by Snapchat to the popularity of apps in non-Western markets like WeChat, there is a continued and growing wish for consumers to communicate directly outside of public social network pages. This is really the last frontier for social media monetisation, so we can expect to see some major changes here in 2017 with new options for paid media on messaging apps, although this will be limited since the app owners have committed in the past to keeping messaging ad free.” Snapchat 41% of 18-34 year olds DAILY. NYT is launching a daily “Edition” on the Snapchat ‘Discover’ platform http://www.mediapost.com/publications/article/294312/nyt-plans-daily-edition-on-snapchat-discover.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=100158&hashid=8BKD3YCOGDSgQnULV88T67n_htU
- On World AIDS Day last December, Snapchat partnered with its first non-profit, (RED) by distributing three free filters that could be used by Snapchat users on this individual day. The Bill and Melinda Gates Foundation pledged to donate $3 for every time that it was used, stating that this campaign would raise up to $3 million in a single day. Millennials love social media and millennials love to make positive contributions to the world and this Snapchat (RED) campaign allowed them to do just that.
- UNHCR project – focused on Major Donors http://www.globalproblems-globalsolutions.org/site/PageNavigator/NBN_VR_Video.html