Learn about research-based, informed marketing for online advertising and social media. Based on dharmic marketing practices.

1. Social Media & Advertising
Kalamali
Ananda Web Services

2. Outline
1. Purpose
2. Marketing at Ananda
3. Formulating a Marketing Strategy
4. Meditation
5. Affirmation

3. Outline
1. Purpose
2. Marketing at Ananda
3. Formulating a Marketing Strategy
4. Meditation
5. Affirmation

4. Purpose
• Sharing that which will uplift consciousness
• Gaining support for the cause or organization
• Outreach
– Networking (getting known and making connections)
2 billion pieces of content, including photos, videos,
web links and news stories are "Liked" and shared
each day.
– “Those who advertise are seen.” - Swami Kriyananda
– Breaking the boundaries of space and time

5. Outline
1. Purpose
2. Marketing at Ananda
3. Formulating a Marketing Strategy
4. Meditation
5. Affirmation

7. Marketing at Ananda
“If Wrigley's can advertise to get people to chew
their gum, why shouldn’t we advertise to get
them to chew good ideas?” – Paramhansa
Yogananda

8. Marketing at Ananda
“With ingenuity, you’ll find that there’s
no limit to the ways in which one can
advertise, both creatively and
dharmically.”
–Swami Kriyananda
Swami’s Suggested Reading:
Material Success Through Yoga
Principles, Chapter: Secrets of
Effective Advertising

9. Applied Yoga Principles
“Success is driven by adherence to high
principles.” – Swami Kriyananda
• Karma yoga - service is joy
• Giving not taking
• Adherence to truth
• Energy exchange & magnetism
• Clarity and focus
• Solution-oriented

10. Outline
1. Purpose
2. Marketing at Ananda
3. Formulating a Marketing Strategy
4. Meditation
5. Affirmation

11. Latest in Online Marketing
Inbound
Marketing
Content
Marketing
Social Media Blogging
Search Engine
Optimization
(SEO)
Website
Content &
Usability
Advertising
(Paid)

12. Steps for Creating Marketing Strategy
1. Envisioning
2. Formative Research
3. Content Development
4. Taking Action
5. Long Term Sustainability

13. Step 1: Envisioning
• Intention
• Desired outcome
– Internal
– External
• Magnetize the project (energy!)
• Attunement
– How to be a channel
– What is trying to happen?

14. “The greater the faith, the greater the will
The greater the will, the greater the flow of energy
The greater the flow of energy, the greater the
magnetism.”
-Swami Kriyananda
The Art and Science of Raja Yoga
Magnetizing the Project with Energy

15. Step 1: Case Study

16. Step 2: Formative Research
Develops marketing “framework”:
• Niche
• Target Audience
• Core Values
• Messaging

17. Step 2: Formative Research
Testing your strategy for non-biased results
• Surveys
• Interviews
• Focus Groups
• Framing Memo

18. Step 2: Case Study

19. Step 3: Content Development
• Balancing objective research with your vibration
• Guiding your service by intuition, creativity, and
inspiration
“Those who are best at what they do rely on their own
inner strength and discrimination.”
–Swami Kriyananda

20. Step 3: Content Development
• Two most important questions to ask:
– Why do we care?
– Why will they share?
• Sharing is Caring
• Going “viral”
– Making connections and gaining support
– Expanding your network
• All while having fun!
*Steps 2 and 3 can be interchangeable

21. Step 3: Qualities of Viral Content
• Inspirational
• Creative
• Beautiful
• Evokes high energy or enthusiasm
• Stories or meaningful topics
• Humorous
• Passionate
• Caring
• Surprising
• Interesting
• Practical/Useful
• Timely
Health and
Education are
the two most
shared topics
online

22. Example: Treasures Along the Path
Expanded to reach 4x its normal audience!
Inspirational
Meaningful
Creative
Higher Truth
Expansive

23. Example: Finding Happiness Movie Facebook*
Highest
Virality
amongst
shares
29
shares
2900
reached
43
shares
3500
reached
(*Out of 450 total
Facebook page likes)

24. Content Marketing Tree
Content
Marketing
Online -
Global
Social Media Blogging
Search Engine
Optimization
(SEO)
Advertising
Print- Local

25. Step 4: Taking Action
Social Media Sites:
• Pinterest*
• Google +*
• YouTube*
• Facebook
• Twitter
• Vimeo
• Instagram
• LinkedIn
• SlideShare
• And infinitely more....
* = predicted to become
most popular social media
sites in coming years

26. Step 4: Taking Action
• Additional Social Media Tips
– Timing & scheduling
– High quality & professional
– Awareness of copyright
– Simplicity and meaning
– Have your network with friends online – share
each other’s posts
– Ask the masters to bless your posts and reach
those in need

27. Content Marketing Tree
Content
Marketing
Online -
Global
Social Media Blogging
Search Engine
Optimization
(SEO)
Advertising
Print- Local

28. Step 4: Taking Action
Online Advertising
• Google Adwords (new: My Client Center)
• Bing
• Social Media Sites (Facebook, Twitter)
• Mobile vs. computer users

29. Google Ads Keyword Tool

30. Step 5: Long Term Sustainability
• Revisit your goals
• What is/isn’t working?
• Where is there room for improvement?
• Check your site statistics
• Stay open and flexible
• Continue to progress and be blessed!

31. Outline
1. Purpose
2. Marketing at Ananda
3. Formulating a Marketing Strategy
4. Meditation
5. Affirmation

32. Meditation
Visualize the bubbles of your advertising projects rising high
over the earth. Then see them expand outward to infinity.
Think of them as points of light. Then see those points
expanding ever outward in all directions—until you see
infinite space filled with light.
Whatever your work is in life, see it as a point of light,
shedding that light in all directions, everywhere. Think of
your work as a service to others. Added to the efforts of
many people all of whom follow yoga principles, and all of
whom are united in serving humanity, see yourself and
them as instruments of the divine light, bringing that light
to everyone. Creatures everywhere need to experience
that light.
--From the book, “Material Success Through Yoga Principles” by Swami Kriyananda

33. Outline
1. Purpose
2. Marketing at Ananda
3. Formulating a Marketing Strategy
4. Meditation
5. Affirmation

34. Affirmation
“The work I do is a shining
light to all it touches. I do
my best to bring light, love
and, shining joy into the
dark world around me, and
into the universe.”
--From the book, “Material Success Through Yoga Principles”
by Swami Kriyananda

35. Thank you!
Articles Included with the Talk: Social Media & Advertising,
Positive Change Marketing, & Marketing 101
To see additional articles on nonprofit marketing, marketing
templates, or case studies visit:
http://ExpandYourImpact.org
Questions?
Email: kalamali@ananda.org
Phone: 530-478-7034