The document discusses the importance of aligning an organization's online strategy with its goals in the digital age, highlighting benefits such as recruiting new members, engaging donors, and enhancing visibility through search engines and social networks. Additionally, it covers how to leverage web analytics for measuring engagement and success, while emphasizing innovative communication methods like social media and email marketing. Ultimately, the focus is on using digital platforms to better connect with constituents and promote the organization's mission.

1. LEADERSHIP IN THE DIGITAL AGE

2. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals

3. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals
Why?

4. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals
Why?
•Recruit new members & engage existing members

5. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals
Why?
•Recruit new members & engage existing members
•Recruit more donors

6. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals
Why?
•Recruit new members & engage existing members
•Recruit more donors
•Strengthen bonds/belonging from existing network

7. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals
Why?
•Recruit new members & engage existing members
•Recruit more donors
•Strengthen bonds/belonging from existing network
•Get recognition for your org’s good work

8. LEADERSHIP IN THE DIGITAL AGE
Aligning Your Online Strategy with Your Organization's
Goals
Why?
•Recruit new members & engage existing members
•Recruit more donors
•Strengthen bonds/belonging from existing network
•Get recognition for your org’s good work
•Forge alliances with other groups who share a tenet of
your mission (i.e., feeding the hungry)

9. HOW THE WEB CAN HELP YOUR ORG

10. HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility

11. HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility
• Search engines

12. HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility
• Search engines
• Social networks

13. HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility
• Search engines
• Social networks
•Jewish Boston/community sites

14. HOW THE WEB CAN HELP YOUR ORG

15. HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org

16. HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)

17. HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
• Illustrate the problem (articles, testimonials, etc)

18. HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
• Illustrate the problem (articles, testimonials, etc)
• Develop dialogs with constituents—listen better

19. HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
• Illustrate the problem (articles, testimonials, etc)
• Develop dialogs with constituents—listen better
• Bonus: Free research on how people view your org

20. HOW PEOPLE FIND YOU ONLINE

21. HOW PEOPLE FIND YOU ONLINE
• Search engines

22. HOW PEOPLE FIND YOU ONLINE
• Search engines
•Half of all Web visits start at a search engine
(mostly Google)

23. HOW PEOPLE FIND YOU ONLINE
• Search engines
•Half of all Web visits start at a search engine
(mostly Google)
•Social networks

24. HOW PEOPLE FIND YOU ONLINE
• Search engines
•Half of all Web visits start at a search engine
(mostly Google)
•Social networks
•10% of all online time spent on Facebook

25. HOW PEOPLE FIND YOU ONLINE
• Search engines
•Half of all Web visits start at a search engine
(mostly Google)
•Social networks
•10% of all online time spent on Facebook
•Email

26. HOW PEOPLE FIND YOU ONLINE
• Search engines
•Half of all Web visits start at a search engine
(mostly Google)
•Social networks
•10% of all online time spent on Facebook
•Email
•Still the #1 activity people do online

27. Search Engines
Show up higher on Google for strategic

28. SEARCH ENGINES: “ORGANIC” LISTINGS

29. SEO: HOW DOES GOOGLE DECIDE?
• Rankings earned—
NOT bought!
• Long-term
branding
endeavors
• Secret formula
(like Coke!)

30. PPC: PAY PER CLICK (PPC) OVERVIEW

31. PPC: PAY PER CLICK (PPC) OVERVIEW
• Charged ONLY when people click
on ads
• Quick fix to increase online
presence
• “Quality Score” determines price,
position
• Measurable, accountable

32. Web Analytics:
Free research on what works and what’s a

33. WEB ANALYTICS: BENEFITS
• Understand how users interact with site
• Determine which pages are most popular
• See how users find out about site
- Search engines
- Keywords
- Referring sites
• Find out which organizations users are from
• Intelligence about how prospects view your org

34. Where
WEB ANALYTICS: SEE VISITOR LOCATIONS
View by:
• State
• City/Town

35. WEB ANALYTICS: WHERE LEADS LEAVE SALES
FUNNEL
Spot
weaknesses in
message,
presentation

36. What is success?
And how do we measure it?

37. Success
=
Conversions

38. No, not those kinds
of conversions…

39. Conversions
Completion of actions
showing deeper interest/
engagement in your
organization

40. Not leaving
Viewing more pages, longer
Registering
Returning a lot
Following/friending
Commenting on content
Subscribing to a feed
Posting content
Joining/Volunteering/Donating

41. Goal:
Move people
down the funnel
(i.e., get people more
engaged)

42. Measure
How many progress
how far down
engagement funnel

43. Social Networks
Get your fans to do your marketing for you

44. SOCIAL NETWORKING: OVERVIEW
• Communicate directly with peers, prospects,
donors
• Viral marketing: friends tell friends
• Low barrier to entry
• Perfect for young people

45. SOCIAL NETWORKING
Facebook became the largest worldwide
social network in mid 2008. Adults largest
growth segment.
Twitter is a way to express thought
leadership in 140 characters or less. In
2008, Twitter grew at a rate of 752%.
LinkedIn is a tool designed for
businesspeople to network. Idea: six
degrees of separation. Connect with friends
of friends.

46. Email marketing
Not sexy, but it works

47. WHAT YOU NEED TO KNOW ABOUT EMAIL

48. WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!

49. WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!
• 97% of ALL email is spam

50. WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!
• 97% of ALL email is spam
• Do whatever you can to not get banished

51. WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!
• 97% of ALL email is spam
• Do whatever you can to not get banished
• We all get inundated with email

52. WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!
• 97% of ALL email is spam
• Do whatever you can to not get banished
• We all get inundated with email
• Send your messages when your audience is
receptive (i.e., not on Friday night!)

53. WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!
• 97% of ALL email is spam
• Do whatever you can to not get banished
• We all get inundated with email
• Send your messages when your audience is
receptive (i.e., not on Friday night!)
• Test subject lines, mix of text/graphics, update
frequency