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

www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
DIGITAL&SOCIAL
MARKETINGSTRATEGY
FORSUCCESS:
“MASTERCLASS”FORSMALL
BUSINESSANDNON-PROFITS
#DIGITALSUCCESS

WHO ARE WE?
Howard Greenstein
@howardgr
Marc Sirkin
@msirkin
Confession:
SXSW noob
Confession:
Got Email in
1985

INTERACT!
THIS IS INTERACTIVE. GET OUT YOUR PHONE,
LAPTOP ETC.

SMALL BIZ OR NON-PROFIT?
WHO ARE YOU?
URL: http://Kahoot.it/

OUR GOAL FOR YOU TODAY IS TO IDENTIFY A KEY REVENUE STRATEGY
AND BUILD A PLAN TO MAKE IT HAPPEN… IN ONE HOUR!
THE SYLLABUS
Chapter 1: Orientation
• Differences & similarities between small
businesses and non-profits
• Defining “digital success”
• Select a revenue strategy
Chapter 2: Build a plan
• Marketing accountability and driving revenue
• Analytics and measurement
• Getting tactical, building your plan for success
• Discussion, questions and answers
• Select a tactic to support your revenue
strategy
• Your assignment

WHAT ARE THE DIFFERENCES
LET’S COMPARE…NONPROFIT AND SMALL BUSINESS
Differences
• Paying Taxes and Reporting
• Cause vs. Profit
• Attracting talent
• Retaining talent
• Supply chain (retail vs. research)
Similarities
• Often family/small group owned
• Storytelling
• Limited resources
• Small/limited marketing budget
• Lack of advanced digital marketing
capability
• Lack of technology infrastructure and
“know how”

MARKETING SUCCESS REQUIRES FOCUS
Low High
M E H .
High

You can’t have a conversation or a relationship with out permission.

“BEST PRACTICES”
COMMON ELEMENTS ACROSS ALL SUCCESS STORIES
Focus on the customer
Make it easy (to buy, to interact, etc.)
Get permission!
Tell great stories
Measure it

SHARE YOUR KNOWLEDGE

BECOME A SALES
COMMUNICATOR
UNEXPECTED CONSEQUENCES

AUTISM SPEAKS LIGHT IT UP BLUE
Key Results
• 28,752 Registrants
• 1,500 new donors
• $89,937 Raised
• eCommerce: ~10,000
branded items sold
online. $69k in
additional revenue
This high-powered digital campaign engages constituents across all channels. “LIUB” generated
significant organizational exposure and is a key strategy to connect with donors year-round.
P2P fundraising – top
fundraiser generated
$4,300
Partner promotions –
one FB post from
Converse generated
15k likes and ~700
shares

EMAIL SUCCESS
LIGHT IT UP BLUE

STORY SELLING
PREMIUM PRODUCT
Ability to sell an expensive product that
you might not otherwise consider,
because it seems so awesome.

MARKETING RETURN ON INVESTMENT
Not all ROI is revenue related but
today…
It’s all we care about.

MEASURING RETURN ON INVESTMENT
Income from Marketing Effort –
Marketing Expenses
Marketing Expenses
$1000 – 400
400
=
=1.5

ANALYTICS AND MEASUREMENT
The right metrics
matter. Measure
what is driving
revenue and leave
the vanity stuff alone.

TELL US YOUR MOST IMPORTANT
METRIC THAT YOU USE TO RUN
YOUR BUSINESS OR NON-
PROFIT?
PARTICIPATION TIME

THERE ARE NO WRONG ANSWERS.
SELECT A REVENUE FOCUS
1. More new customers/donors
2. Keep existing customers/donors
3. Earn back lost customers/donors
4. Other

LEARN FROM THE MASTERS
FACEBOOK CAMPAIGN
FB campaign - w Measurement – HG
‣ Castle Auto Group uploaded their 14K person Email list to FB,
created a Custom Audience. Matched 57% of the addresses.
‣ Spent $300 in FB offers/ads, Got over $12k in business!
‣ Constantly Offers Good Content, lots of visual content
‣ Started to use “look alike audiences”
‣ Loyalty
‣ Ability to track the conversions with FB Ecommerce Pixel

USING EMAIL TO DRIVE REVENUE
END OF YEAR DONATION CAMPAIGN
• 80,463 total emails sent
• 3.3% click rate
• 42 donations (49% of all online donations)
• 12.57% conversion to click
• $11,250 in revenue (52% of all online gifts)

DATA LEADS TO AMAZING, ACTIONABLE INSIGHTS
NUMBERS TELL STORIES
Segment Open Rate CTR Unsub Rate
Click to
Donate
Donors 22.77% 5.55% 0.45% 64.10%
Indirect Donors 25.35% 2.26% 0.25% 18.92%
Volunteers 20.81% 7.70% 0.32% 2.86%
Fundraisers 20.76% 4.32% 0.11% 12.50%
Friends 15.34% 2.10% 0.62% 2.70%
Infoseekers 11.27% 2.70% 0.22% 3.16%

INBOUND VS. OUTBOUND TACTICS
Classwork
• Remind yourself of
your selected
revenue strategy
• Select 1 inbound
and 1 outbound
tactic to focus on
for the rest of today
• There are no wrong
answers, just pick!
Inbound
Social media (Facebook,
Twitter etc.)
SEO/SEM
Website and content
Video
Digital Events
Blogging
Newsletters (e-mail/print)
Outbound
Advertising (paid)
Email blasts
PR (traditional and digital)
Telemarketing
TV/Radio
Direct mail
Tradeshows
Inbound marketing tactics
can be cost effective and
great for customer
acquisition and engaging
your existing customers.
Outbound marketing
tactics can be expensive
but can help accelerate
your efforts quickly.

ORIENTATION: DIGITAL ADVERTISING

ORIENTATION: SOCIAL MEDIA

FRIENDS, LIKES, FOLLOWERS ARE NOT MORE
IMPORTANT THAN GETTING AN E-MAIL
ADDRESS FROM A CUSTOMER.
REMEMBER THE PAYOFF:

FROM GROUPON TO EMAIL AND BEYOND
ORIENTATION & CASE STUDY: EMAIL
Strategy and Tactics
Groupon deal to build awareness
and drive sales
Each Groupon redemption
required an e-mail address
Sent picture-rich emails with
clever “What’s cooking” copy
With their new list and fans,
started to offer their own deals
Asked for FB Signups
Results
Obtained >400 emails
With their list, they increased
Redemption, avoided additional
Groupon fees
Great Pass-along
Great content! Facebook and
Instagram of beautiful baked
goods which were widely shared

ORIENTATION: CONTENT MARKETING

ORIENTATION: DIGITAL “EVENTS”

ORIENTATION: WEBSITES

SELECT YOUR TACTIC
POLL
• Segmented email marketing
• Digital advertising
• Content marketing/social media
• Other (you tell us)

ASK AWAY.
LET’S TALK

GO HERE
FREE EBOOK AND CLASS SLIDES
www.digitalsuccess.social to download and get access to these slides and
our free ebook full of more content, resources and tools.

IF YOU CHOOSE TO ACCEPT IT
YOUR MISSION
1. Pick a Revenue Strategy
2. Pick a Tactic
3. Execute
4. Measure and Refine

THANK YOU!
For more information, visit digitalsuccess.social
PwC is hiring…Learn more digital.pwc.com/careers

THANK YOU!
PHOTO CREDITS
Flickr users:
mg315/381296439 – classroom
/b-tal/116220689 - arrow
doug88888/4612035503 – money
sarahreido/3120877348
Apple Orange - thebusybrain/2492945625/
mdales/6602332085 – Focus
/mahat64/8020398983 Cashier
cv47al/137845657 – gold euros
Return on investment Scrabble lendingmemo/11696740225
zstasiuk/5650719702 – Fortune Cookie
blondinrikard/13332044315 – handshake
Legos https://www.flickr.com/photos/ogimogi/2253657555/
Thumb up - tsevis/8596935889/
evilpeacock/6365513881 – kid with hand up
ybot84/7850997682 - Chess
/pimthida/9438755028 – content marketing
beneath_blue_skies-343096431 –hand shake
mufidahkassalias/10519508175 – chalkboard
amsd/9234855394 -climbing
http://lolzbox.com/wp-content/uploads/2013/01/letmetellyouastory.jpg
http://betterwayimports.com/wp-content/uploads/2012/06/Once-upon-a-time1.jpg
http://www.themediacaptain.com/?p=1191
http://www.grassrootsrockford.com/wp-content/uploads/2014/01/fb.jpg
Digital events: /rutty/5597417669 http://www.hlntv.com/article/2012/11/21/cyber-
monday-stay-safe-online

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

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