2014 digital marketing + social media fundamentals for nonprofits

introducing

Digital Marketing Fundamentals

Presented as a Coastal Community Foundation

Workshop

what will we cover?• Content Strategy• SEO• Blogging • Social Media and social media sharing and advertisin

g• Email marketing• Search marketing pay per click

digital marketing

• digital marketing is the promotion of organizations via one or more forms of electronic media.

• allows small, local organizations to compete• requires business marketing strategy• planned: annually, 6 mos, quarterly • use a planning template

how they relate

Emailmarketing

Website+

Blog

SocialMedia

SearchMarketing

PPC

DonorVolunteer

Constituents

Digital MarketingContent Strategy

which is more plentiful?

why strategy?

If you put effort into planning your

marketing and content strategy you

you’ll have a higher success rate and also continue to execute based on a strategy,

versus reacting to what is wrong due to lack of organization.

strategy questions

Before you jump into planning answer these critical questions:– What triggers your donor/volunteers?– What are you seasonal / organization goals?– Constituent & audience personas/segments; long-

range goal alignment– What questions can you answer, problems can

you solve, or understanding can you add?– What can you reasonably commit to?

constituent actions

needs tutoring for child

search Net for info

visits yr siteand calls

Gets help

interactions funnel

show up in SERPs

visit website

sign up for newsletter

open / read

donate or get services

or see org’s PPC ad

or call for information

owned earned paid

distribute content

content is king

• Owned/Earned/Paid• Increase Owned/Earned• Create• Distribute• Share & Interact• Plan paid to support

content development

• Photos• Videos• Text / written articles• Curated content

Photo credit: Yutaka Tsutano

SEO

truth

“SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman

seo planning is step 1

• seo is not an item to be left to the end

• plan first• w/o planning, you’ll

never get where you want to be

Photo credit: Oatsy40

search engine optimization

• Company you keep• Associations• Quality results first• Demoting poor quality in favor of higher

quality

seo components

• A strong SEO strategy has three core components: – links– content– social media

• What's become more pronounced in the last year is the relationship between these elements.

• Best user experience, e.g. mobile compatibility is no longer optionalRead more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014

pandas, penguins, hummingbirds

fundamentals• solid, strong brand• great copy• adds value• well-designed site• useful information• fast• mobile responsive

all ins• Title

– page– file media library

• Text• Tags

– alt– post– H2, H3

• Page• Subheads• Descriptions

other considerations

• Inbound links• Bold• Cross site links as on-

page navigation• No “click this link”

rather, “click for map to our location”

Your Blog

why blog?

Companies that blog have

434% more indexed pages.

And companies with more

indexed pages get far more leads.

--Search Engine Strategies Conference, NYC 2013

blogging is..

Blogging is an essentialmarketing component for

your business

reasons to blog?

• Improve Search Rank• Build for Long-Tail Content• Community and Market Education• Communicate for High Trust via Content• Build Lists, Conversions and Reach• Build Brand Value and Equity

--Search Engine Watch

control of message

You are a self-publisherNew earned mediaGain share of voice

blogging steps

1. Platform Decision2. Platform Setup3. Research4. Plan5. Create6. Post7. Promote8. Evaluate/Adjust

Research

Blog Posts

Organizational Goals

What your constituents

care about

What you do

What you blog about

what do you post about?

taxonomy

• Map it out• Identify primary• Supporting branches• Categories

– One per post• Tags as micro-

categories– Not contained in post

titles

plan blog categories

Mentoring

Mentoring Kids Becoming a MentorMentoring Success

Stories

Parent Category Child or

Secondary Categories

plan ‘tags’- micro-categories

MentoringHigh School

Kids

Issues when

MentoringKids

PrimarySchool

Mentoring

MentoringKids

Tags

create editorial calendar

Topic Mon Tues Wed Thurs Fri Sat SunMentoring

Mentoring Kids

Becoming a Mentor

Becoming a Mentor

Issues to think about if you want to be a mentor

Common challenges when mentoring

Meet Gio and his mentor Tom

Social Media

why use social media?

“...value in bonding with an online community and reaching people where they already spend much of their time — on mobile phones and in social media apps.” NY Times

pew internet stats

73% of online adults use social media

42% use multiple social sites

71% of online adults are Facebook users

***Know your donor, volunteer or audience and where they are most likely to be in social media.

38384.0 38930.0 39569.0 39904.0 40299.0 40756.0 41122.0 41395.00

0.2

0.4

0.6

0.8

1

9%

89%

7%

78%

6%

60%

0.017%

30-49 50-64 65+

Social networking/media |61% of all adults

Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE

who uses what?

• Pinterest appeals especially to females users (4:1)• LinkedIn is especially popular among college

graduates and internet users in higher income households.

• Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites. – Substantial overlap between Twitter and Instagram user

bases.

Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE

understand each channel

social success

• YouTube appeared to be the strongest of the social networks at introducing new products (18%) and driving conversions (14%). – video is an important format for advertising to

potential customers. • Facebook came in a close second place in

terms of introducing new products (11%) and closing sales (10%).

from: Myth-Busting Social Media Advertising

social media fundamentals• be sociable- not boring• develop relationships• be where your constituents,

volunteers & donors are• answer their questions• it’s about them, not you• don’t hog the conversation• research/plan content• calendar your content• use team approach• social media policy

social media best practices• complete profiles• share other’s content• ask, answer, participate• use different types of

content in different channels; esp. images

• monitor analytics/metrics• create for specific personas• calendar everything; plan;

schedule

channel changes = ads• All channels are either using or contemplating /

experimenting with paid ads; ad promotion• Dec 2013 Facebook changed the algorithm that

determines which "stories" show up on the News Feed

• Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.”

• “Brand Page Reach Now Often Under 3%” Business Insider

compare success of ads

• due to changes in algorithms for social channels, paid ads are performing far better than organic.

from: Myth-Busting Social Media Advertising

3x higher conversion rate

from: Myth-Busting Social Media Advertising

case study

• Teach for America– enhancing reputation, mission driven– positioning organization for recruiting & placement– creating positive PR

• Strategy – fully integrated– blog– TeacherPop separate channel for teachers w/ it’s own

social channels– organization social media separate from teachers’

teach for america Pinterest

teach for america Twitter

teach for america instagram

share, friend, participate

e-mail marketing

why email?

email is

one to one

communication

email marketing creates ROI

• Recent survey of marketing professionals, 64% “believe in the ability of email marketing”

• Most marketers integrate all aspects of their marketing with their email marketing/list development

• Increasing numbers of marketers are adapting their email marketing to work on mobile devices

email marketing requirements

• email marketing platform; e.g. MailChimp or ConstantContact, Vertical Response– CAN SPAM act

• list of ppl who have opted in to your email– segments work best; e.g. supporters, volunteers,

constituents, leaders• brand centric template to use for your emails• email campaign strategy; why? when?

common email marketing uses

• keep in touch with prior donors• nurture relationships with potential donors, or

volunteers or leaders• seasonal requests, or needs• organizational updates or news• sharing helpful articles or information• bringing traffic to your website

email marketing best practices

• establish a clear purpose of communication• tailor content to suit your audience• distribute regularly• make it visually engaging• monitor the effectiveness of your emails

– Unique Opens, CTR, Forwards, Social Share, Best customers

The Next Web

Middleton Place Example

Why is this good?

• Visually Interesting

• Relates to Seasonal Goals

• Clean, organized

• Links to website

• Social Profiles

Improvements?

• Social sharing

pay per click

pay per click knowledge

• Google offers AdWords Grants• eligibility for nonprofits• “ads must reflect the mission of the approved

nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services.”

• best when you can ask for specific action

adwords notes

• ads must be placed so they intersect your donor, volunteer or constituent at the right time in search

• personas can guide campaigns• landing pages

pay per click must dos

• determine network, Google, Bing, Facebook• set budget• keyword research• word ads, select photos• refine ads, campaigns, keywords• placement, mobile? Network? Search results?• Google Adwords will help you get started

pay per click example

No organizations

show up for the coastal SC

area

lather, rinse, repeat

• monitor• adjust• refresh• keep alert to changes• competition

Photo credit: 1950sUnlimited