online marketing strategies for nonprofit organizations
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1
ONLINE MARKETING STRATEGIESFOR NONPROFIT ORGANIZATIONS
Presented:
March 21, 2012
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ONLINE MARKETING FOR NONPROFITS
What we’ll cover:
Search Engines
Other Social Networks
Web Analytics
Mobile/Smartphones
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WHO AM I?WHO AM I?
CEO, ForwardJump.com
Web Content Veteran
SEO, PPC, Social Networking
AdWords Certified/Web Analytics Focused
Journalism Background
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PROFITTING ON ONLINE FOR NONPROFITS
PROFITTING ON ONLINE FOR NONPROFITS
Recruit new members
Engage existing members
Promote events
Recruit donors
Build community from your existing network
Get recognition for your org’s good work
Forge alliances with groups who share your mission
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ONLINE CHANNELS FOR YOUR ORGANIZATION
ONLINE CHANNELS FOR YOUR ORGANIZATION
Search engines
Social networks
Mobile/Smartphones
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OFFLINE TACTICS OFFLINE TACTICS
Word of Mouth
Flyers
Canvassing
Telephone
Snail Mail
Advertising
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WHAT YOU CAN DO ONLINEWHAT YOU CAN DO ONLINE
Get people engaged in your organization
Market & brand your organization
Raise money
Share successes (brag!)
Illustrate the problem
Listen better
Free research
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HOW PEOPLE FIND YOU ONLINEHOW PEOPLE FIND YOU ONLINE
Search engines Half of all Web visits start at a search engine
(65% of that at Google) Social networks
10% of all online time spent on Facebook Email
Still the #1 activity people do online
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Search EnginesShow up higher on Google for strategic keywords
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SEARCH ENGINES: “ORGANIC” LISTINGSSEARCH ENGINES: “ORGANIC” LISTINGS
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SEO: HOW DOES GOOGLE DECIDE?SEO: HOW DOES GOOGLE DECIDE?
Rankings earned—NOT bought!
Long-term branding endeavors
Secret formula (like Coke!)
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PPC: PAY PER CLICK (PPC) OVERVIEWPPC: PAY PER CLICK (PPC) OVERVIEW
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PPC: PAY PER CLICK (PPC) OVERVIEWPPC: 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
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Web Analytics:Free research on what works and what’s a waste
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WEB ANALYTICS BENEFITSWEB ANALYTICS BENEFITS How people use your site: What works & doesn’t
Most popular pages
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
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View by:StateCity/Town
ANALYTICS: WHERE ARE YOUR BEST VISITORS?
ANALYTICS: WHERE ARE YOUR BEST VISITORS?
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Spot weaknesses in
message, presentation
WEB ANALYTICS: WHERE LEADS DROP OUTWEB ANALYTICS: WHERE LEADS DROP OUT
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FACEBOOK ANALYTICSFACEBOOK ANALYTICS Metrics change often. As of today:
Likes: People who “Like” your page
Reach: Age, Demographics, Geography
Organic
Paid
Viral
Talking About This: People who created a story from your post
Check-Ins: Location-based physical status update
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FACEBOOK ANALYTICSFACEBOOK ANALYTICS Metrics change often. As of today:
Likes: People who “Like” your page
Reach: Age, Demographics, Geography
Organic
Paid
Viral
Talking About This: People who created a story from your post
Check-Ins: Location-based physical status update
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FACEBOOK ANALYTICS: LIKESFACEBOOK ANALYTICS: LIKES Don’t get
obsessed with Likes
They matter less (easy to Like something; harder to show up in Feed)
Focus on demographics, location
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FACEBOOK ANALYTICS: POSTSFACEBOOK ANALYTICS: POSTS
Review what posts get most, best response
Do more of that
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FACEBOOK LATESTFACEBOOK LATEST What’s Next:
Likes evolving into brand-specific verbs
Read, Eat, Play
What’s yours?
Timeline for Businesses
Becomes mandatory at end of March
How can you take advantage of this?
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WHAT IS SUCCESS?
And how do we measure it?
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Success=
Conversions
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Completion of actions showing deeper
interest/engagement in your organization
CONVERSIONSCONVERSIONS
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Not leaving
Viewing more pages, longer
Registering
Returning a lot
Following/friending
Commenting on content
Sharing on social networks
Subscribing to a feed
Posting content
Joining/Volunteering/Donating
ENGAGEMENT FUNNELENGAGEMENT FUNNEL
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Goal: Move people
down the funnel(i.e., get people more
engaged)
ENGAGEMENT FUNNELENGAGEMENT FUNNEL
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Measure how many people progress how far down
engagement funnel
ENGAGEMENT FUNNELENGAGEMENT FUNNEL
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Social NetworksGet your fans to do your marketing for you
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Communicate directly with peers, prospects, donors
Viral marketing: friends tell friends
Low barrier to entry
Perfect for young people
SOCIAL NETWORKNG OVERVIEWSOCIAL NETWORKNG OVERVIEW
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10% of all online time spent on Facebook
2% of all online time spent on News Feed
Prime way to talk to your ardent fans
WHY FACEBOOK MATTERSWHY FACEBOOK MATTERS
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Timeline for Businesses(and org’s too!)
Change in how brandsinteract with “fans”
Likes evolving into brand-specific verbsRead, Eat, PlayAdvertising Improving
WHAT’S HAPPENING WITH FACEBOOKWHAT’S HAPPENING WITH FACEBOOK
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Twitter, Other Social NetworksFocus on what works best
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Good for SEO Outbound: Spread news quickly among
fans, peers, influencers, donors Inbound: Customer service center, be
receptive to ideas, criticism, accolades Turn your network into an echo
chamber
WHAT TO DO WITH TWITTERWHAT TO DO WITH TWITTER
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If you have time, bandwidth look for niche social networks (victims’ forums, etc)
Focus on what works bestDon’t get sucked into joining every new
flavorGoogle+: Jury is still out
Important for SEO, not as important for being “social”
Pinterest: Good for visual focused orgsUse Website sharing tools (AddThis)
OTHER SOCIAL NETWORKSOTHER SOCIAL NETWORKS
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OTHER SOCIAL NETWORKSOTHER SOCIAL NETWORKS
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Bufferapp.com: My new favorite service Time posts Multiple sites Easier to
manage
HOW TO MANAGE IT ALLHOW TO MANAGE IT ALL
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Bufferapp.com: My new favorite service Time posts Multiple sites Easier to
manage
HOW TO MANAGE IT ALLHOW TO MANAGE IT ALL
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SocialBro.com: Understand your Tweeps
See best times to post
Integrate withBuffer
Talk to people when they wantto listen to you
HOW TO MANAGE IT ALLHOW TO MANAGE IT ALL
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Edgerank Checker: Data on your Fans See best times
to post Integrate with
Buffer Talk to people
when they wantto listen to you
HOW TO MANAGE IT ALLHOW TO MANAGE IT ALL
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Email marketingNot sexy, but it works
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Despite new trends, email & search consistently most-used channels
92% of online Americans use email
61% use it on an average day
Youngest, college educated & wealthiest use email most
Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11
EMAIL IS STILL #1 ONLINE ACTIVTYEMAIL IS STILL #1 ONLINE ACTIVTY
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The biggest threat to your message: Spam!
97% of ALL email is spam
Don’t get sent to the Spam Folder
Know, follow CAN-SPAM Act
Other threat: Email OVERLOAD
WHAT YOU NEED TO KNOW ABOUT EMAILWHAT YOU NEED TO KNOW ABOUT EMAIL
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Subject lines: Beware default character limits for GMail, Outlook
Images: Most programs filter them out; Don’t put important messages solely in graphics
Include good calls to action: Get folks to DO something
Measure: Not just open rates. What do people do after they click?
USE EMAIL EFFECTIVELYUSE EMAIL EFFECTIVELY
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Mobile MarketingSmartphones change how people get info
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SMARTPHONES One-third of all American adults (35%) own
smartphones
58% of 25-34 year olds own a smartphone
25% of all smartphone owners do most of their online browsing on their mobile phones
Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11
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Make sure your site looks good on various phones
Engage fans on phones through Foursquare, SMS, Maps
Let people donate through texting
Consider games, contests to get people to respond mobily
LEVERAGE MOBILELEVERAGE MOBILE
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Google, many others offer discounts, credits for 501c3s
Google Grants: AdWords credits Network For Good: Online fundraising service Firstgiving.com: Make it easier for people to
donate to you Good2Gether: Service to promote nonprofits
contextually on media Websites Constant Contact: 20% discount on email
marketing Look to Twitter for expert advice (@kantor)
NONPROFIT SERVICESNONPROFIT SERVICES
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Use online tools for recruitment, promotion, donations
Enlist and engage your most-ardent supporters
Test, test, test
Dizzying number of options: Focus on what works best
Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11
WRAPPING UPWRAPPING UP
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THANK YOU!THANK YOU!
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