YJLC Online Strategy presentation
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3/22/11 presentation by Josh Fialkoff to Boston Young Jewish Leadership Council on online strategies, including search engines, social networking, email marketing and online lead generation tactics.
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YJLC Online Strategy presentation
- 1. LEADERSHIP IN THE DIGITAL AGE Monday, March 21, 2011
- 2. LEADERSHIP IN THE DIGITAL AGE Aligning Your Online Strategy with Your Organization's Goals Monday, March 21, 2011
- 3. LEADERSHIP IN THE DIGITAL AGE Aligning Your Online Strategy with Your Organization's Goals Why? Monday, March 21, 2011
- 4. LEADERSHIP IN THE DIGITAL AGE Aligning Your Online Strategy with Your Organization's Goals Why? •Recruit new members & engage existing members Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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) Monday, March 21, 2011
- 9. HOW THE WEB CAN HELP YOUR ORG Monday, March 21, 2011
- 10. HOW THE WEB CAN HELP YOUR ORG •Enhance your visibility Monday, March 21, 2011
- 11. HOW THE WEB CAN HELP YOUR ORG •Enhance your visibility • Search engines Monday, March 21, 2011
- 12. HOW THE WEB CAN HELP YOUR ORG •Enhance your visibility • Search engines • Social networks Monday, March 21, 2011
- 13. HOW THE WEB CAN HELP YOUR ORG •Enhance your visibility • Search engines • Social networks •Jewish Boston/community sites Monday, March 21, 2011
- 14. HOW THE WEB CAN HELP YOUR ORG Monday, March 21, 2011
- 15. HOW THE WEB CAN HELP YOUR ORG • Get people engaged in your org Monday, March 21, 2011
- 16. HOW THE WEB CAN HELP YOUR ORG • Get people engaged in your org • Share successes (brag!) Monday, March 21, 2011
- 17. HOW THE WEB CAN HELP YOUR ORG • Get people engaged in your org • Share successes (brag!) • Illustrate the problem (articles, testimonials, etc) Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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! Monday, March 21, 2011
- 20. HOW PEOPLE FIND YOU ONLINE Monday, March 21, 2011
- 21. HOW PEOPLE FIND YOU ONLINE • Search engines Monday, March 21, 2011
- 22. HOW PEOPLE FIND YOU ONLINE • Search engines •Half of all Web visits start at a search engine (mostly Google) Monday, March 21, 2011
- 23. HOW PEOPLE FIND YOU ONLINE • Search engines •Half of all Web visits start at a search engine (mostly Google) •Social networks Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 27. Search Engines Show up higher on Google for strategic keywords Monday, March 21, 2011
- 28. SEARCH ENGINES: “ORGANIC” LISTINGS Monday, March 21, 2011
- 29. SEO: HOW DOES GOOGLE DECIDE? • Rankings earned— NOT bought! • Long-term branding endeavors • Secret formula (like Coke!) Monday, March 21, 2011
- 30. PPC: PAY PER CLICK (PPC) OVERVIEW Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 32. Web Analytics: Free research on what works and what’s a waste Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 34. Wher WEB ANALYTICS: SEE VISITOR LOCATIONS View by: • State • City/Town Monday, March 21, 2011
- 35. WEB ANALYTICS: WHERE LEADS LEAVE SALES FUNNEL Spot weaknesses in message, presentation Monday, March 21, 2011
- 36. What is success? And how do we measure it? Monday, March 21, 2011
- 37. Success = Conversions Monday, March 21, 2011
- 38. No, not those kinds of conversions… Monday, March 21, 2011
- 39. Conversions Completion of actions showing deeper interest/engagement in your organization Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 41. Goal: Move people down the funnel (i.e., get people more engaged) Monday, March 21, 2011
- 42. Measure How many progress how far down engagement funnel Monday, March 21, 2011
- 43. Social Networks Get your fans to do your marketing for you (kinda) Monday, March 21, 2011
- 44. SOCIAL NETWORKING: OVERVIEW • Communicate directly with peers, prospects, donors • Viral marketing: friends tell friends • Low barrier to entry • Perfect for young people Monday, March 21, 2011
- 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. Monday, March 21, 2011
- 46. Email marketing Not sexy, but it works Monday, March 21, 2011
- 47. WHAT YOU NEED TO KNOW ABOUT EMAIL Monday, March 21, 2011
- 48. WHAT YOU NEED TO KNOW ABOUT EMAIL • The biggest threat to your message: Spam! Monday, March 21, 2011
- 49. WHAT YOU NEED TO KNOW ABOUT EMAIL • The biggest threat to your message: Spam! • 97% of ALL email is spam Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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 Monday, March 21, 2011
- 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!) Monday, March 21, 2011
- 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 Monday, March 21, 2011