Young Jewish Leadership Council of Boston presentation on online marketing strategy for non profits focusing on search engine optimization (SEO), pay per click (PPC) advertising, lead generation & social networking from Boston SEO Josh Fialkoff.
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)
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
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
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
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
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)
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.
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