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Online Marketing On a Shoestring Budget


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How do you market a campaign on a shoestring budget? Check out best practices and case studies by four experts who do it every day - Katya Andresen CEO of Network for Good, Jocelyn Harmon, Director of Nonprofit Services for Care2, Allyson Kapin, Partner at Rad Campaign and Founder of Women Who Tech and Shireen Mitchell, Founder of Digital Sistas.

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Online Marketing On a Shoestring Budget

  1. 1. Online Marketing on a Shoestring Budget Presented by: Katya Andresen, Network for Good Jocelyn Harmon, Care2 Allyson Kapin, Rad Campaign and Women Who Tech Shireen Mitchell, Digital Sistas GrowSmartBiz Conference November 5, 2010
  2. 2. What’s a Shoestring Budget? $10K or Less
  3. 3. Top Tips for Marketing on a Shoestring Budget 1. Define Ultimate Goals: What does success look like? 2. Target Audiences: People who you want to reach and have a stake in the issue. 3. Use Multi-Channel Marketing:  Online - web, email, social networks, banner ads and acquisition  Earned Media - print, radio, TV, online media and blogs  Offline - on the ground outreach, telemarketing, 4. Provide ENGAGING Content: Hook them in 5 seconds or less. 5. Embrace Community and be Transparent: Be a part of communities where your audiences hang out! 6. Track Results and Return on Investment: What were the results? Was your investment worth it? 7. Be Human: Connect with me. Talk with me NOT to me. Listen to me.
  4. 4. Technology= Red Queen’s Race
  5. 5. Online outreach is driven by people and content, not computers.
  6. 6. Targeting everyone = Targeting no one
  7. 7. MicroMARKETING
  8. 8. Drew Olanoff, Micromarketer
  9. 9. Effective messaging* Answers…. • Why me? • What for? • Why now? • Who says? *The technology breaks if you skip this step!
  10. 10. A short story goes a long way! • Teach prisoners to train puppies as service dogs • Iraq veteran’s pup helps with his PTSD • $230,000 raised online through story
  11. 11. Borrow, don’t build; Point, don’t create • Social networks • Widgets • Blogs Care2 SixDegrees
  12. 12. 1. Don’t make me think!
  13. 13. 2. Understand the 1-2 Punch
  14. 14. Landing Pages
  15. 15. Lists
  16. 16. 3. Don’t Write Crappy Copy
  17. 17. 4. Define Success & Measure
  18. 18. 5. Remember that Relationship are the Root
  19. 19. Women Who Tech Case Study What’s Wrong With This Picture?
  20. 20. Women Who Tech Case Study
  21. 21. Women Who Tech Case Study Identified the Problem: Tech conference circuit and mainstream media coverage focused on promoting men and ignored contributions by women in tech and their perspectives. Why is it a Problem? We create technology for the masses not for men. Technology must be discussed from diverse perspectives and leaders. The Solution: Create a virtual TeleSummit that showcased women breaking new ground in technology who use their tech savvy skills to transform the world and inspire change.
  22. 22. Women Who Tech Case Study Why a TeleSummit? Movement Building Event: Build a movement around women in tech & social media who want to change the status quo. It’s Virtual: Prominent tech leaders and participants can be a part of the TeleSummit from anywhere in the world. Cost Savings: Less expensive to produce then a conference. News Hook: First TeleSummit that focused on women in technology featuring accomplished women ranging from Arianna Huffington to Rashmi Sinha of Co-Founder of SlideShare & more.
  23. 23. Women Who Tech Case Study How Did I Market it for $0? Built a Website Aimed at Niche Audiences: Women in tech and social media who felt alienated in the conference circuit. Built an Email List: Marketed WWT mostly through online channels such as:  niche listservs  active presence on Twitter.  Facebook Group  LinkedIn Group  Delicious - repository of articles focusing on women in technology and the VC world.  Networked and built publicity partnerships with other like-minded organizations such as BlogHer and She’s Geeky.
  24. 24. Women Who Tech Case Study Additional Tactics and Tools Used Earned Media:  Built list of reporters and bloggers writing about tech, social media and innovation.  Networked and built relationships at events, commented on articles, talked with media on Twitter.  Used my own influence as a blogger for Fast Company and other outlets to write about the issues and events.  Leveraged speakers connections to the media to help with outreach and pitching.
  25. 25. Women Who Tech Case Study Provided Good Content that Resonated with Target Audiences:  Appeal to audiences emotions and their discontent around this issue. No one likes to be alienated or discounted.  Not Afraid of Controversy:  Great caliber of speakers – ranging from established women to up and coming rawk stars in the space!
  26. 26. Women Who Tech Case Study The Results:  Mobilized base of thousands of women who in tech and social media.  Sold out TeleSummit for the past three years!  Increase of news coverage around women in tech, social media and startups in NYT, ForbesWomen, TechCrunch, ReadWriteWeb, BlogHer, Wall Street Journal, and tons of blogs.  More conferences connecting to women in tech groups to help them recruit women speakers.  Increased collaboration among women in tech organizations.  Personal Note: Helped me professionally – Named One of the Most Influential Women in Tech by Fast Company and one of the top women to follow on Twitter by Forbes!
  27. 27. Questions?
  28. 28. Contact Info Katya Andresen: Network for Good Email: Twitter: @katyan4g Jocelyn Harmon: Care2 Email Twitter: @jocelynharmon Allyson Kapin: Rad Campaign, Women Who Tech Email: Twitter: @womenwhotech and @radcampaign @care2frogloop Shireen Mitchell: DigitalSistas Email: Twitter: @digitalsista