Integrating Digital Media Into Your Not-For-Profit

(+ Measuring ROI)

Shelly Kramer CEO, V3 Integrated Marketing

Vision + Voice + Value

INTEGRATED MARKETING

 Today’s  Website  

Understand The Web of Today

Traditional Marketing

Digital Marketing

Print Ads Television Ads Events/Galas

Direct Mail Email Blast

Traditional Marketing

Blogs Ebooks

White Papers Videos

Microgiving Campaigns

SEO Social Media

Webinars Feeds, RSS

What The Heck Is Digital Marketing?

Inbound Marketing is More Effective

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Outbound Ave. Cost Per Lead

$332 Inbound

Ave. Cost Per Lead

$134

Inbound is

60% lower per lead

Learn this, Live it ….

Is  Your  Client  

is  the  second  largest  search  engine  next  to  Google  with  790  million  

unique  users  per  month.  Yup,  it’s  your  client,  too.  

Understand The Social Media Effect

Website

Blog

Facebook Twitter

 Skeptical?

Median Ages on Social Media Sites

31

33

39

Social Media

Why bother? 93% of people expect

companies to have a social media presence

Primary  Social  Media  Objec6ves  

28%  

Source:  2010  COLLOQUY  &  DMA  Social  Media  Study  

Brand    Awareness  

Customer  Growth          &  Loyalty  

Customer  Acquisi6on  

Other  

25%  19%  

27%  

People has over

800 million registered users

People has over

Over tweets per day

of users across all social media platforms are 18 to 50 years of age

35 years or older

65% are 35 to 54

We’re a Wired Bunch

Email  

51% Higher Than Average

MiBuys, May 2010 !

Let’s Talk Mobile

93% of women surveyed feel they would be lost without their mobile device. Men like ‘em, too.

Mobile is Not Just SmartPhones...

 Mobile is Tablets, too

Are You Paying Attention To This?

of businesses have mobile enabled websites

5 %

Less than

Most websites look fine on a desktop computer…

…or on a laptop.

Most desktop websites were not designed to be viewed on the small screens of mobile devices.

Fonts can be too small, images are too small, navigation can be clunky, Flash won’t work, lengthy page loads, and the list goes on and on.

50 of businesses have never checked the appearance or function of their

website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)

%

Percentage of Smartphone owners accessing the Internet or email

Is your site mobile-ready?

Can YOU Read This?

Is THIS better?

How About This?

Is THIS Better?

Or Worse?

Let’s

Regroup

Social Media is for Leads and Sales Percentage of companies that have acquired a customer from:

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Company Blog

46% LinkedIn

41% Twitter

41% Facebook

44%

Does This Impact The YMCA and

what you’re trying to DO?

YES!  Short answer …. (don’t leave yet)

Tactics to find new customers

2010   2011  

51% 85% Website  

- 74% Email  Offers  Own  List  

38% 74% Search  

20% 54% Video  

Tactics to find new customers

2010   2011  

- 53% Coupon  Offers  (Groupon)  

- 49% Mobile  

27% 50% TwiQer  

43% 65% Facebook  

Analytics: From Nemesis to Roadmap

Today’s Marketing – Numbers Based

•  What and How •  Predict Growth, Trends •  The Competition •  What’s Working •  What’s Not

First Step – Know Thy Website

•  Analyze Site Traffic •  Do Your Keyword Research •  Stalk the Competition •  SEO Content For Your Site

What’s the big deal about analytics?

•  Want •  Care About •  Find You •  Do There •  Oops, What Did I Do?

Stats  =  Influence  +  Crediblity  How  Do  I  Measure  +  Show  Value  -­‐  hRp://getclicky.com  

Know Your Audience

Know Where Your Stuff Goes!

Your Stats Are Your Roadmap

Your Stats Are Your Roadmap

NOW, where’s the #$@*%

ROI?

Settle Down

The Key is BENEFITS

Short vs. Long

Financial vs.

Non-Financial

Before ROI, You Get This •  Increase in site traffic •  Increase in time spent on site •  Views of a specific landing page, blog post

or offer •  Increased follower/like/friend base •  Increase in Share of Voice •  Increase in Positive Sentiment (this means

they like you) (more)

And the Payoff…

•  Increased revenue •  More leads •  Shorter sales cycles •  Lower customer acquisition costs •  Lower customer service costs •  Lower customer retention costs (Are You Happy Yet?)

Social Media Allows You to Do this:

 Humanize your brand Engage directly with your donors

Listen to them Provide service, answers

Deepen and develop relationships Be transparent, gain trust Deliver what they need

That’s pretty cool, isn’t it?  

 Social Mediums Can Help

Here’s how you do it:  

YES!  Does it take time?

YES!  Does it cost money?

YES!  Does it work?

Resources We Love - ThinkTank

Resources We Love

Resources We Love - FrogLoop

NFPs Doing a Great Job

NFPs Doing a Great Job

NFPs Doing a Great Job

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

- Charles Darwin

Stalk Me … I don’t bite

Shelly@V3im.com  816.200.2520  

LinkedIn  Shelly  DeMoRe  Kramer  twiRer.com/shellykramer   facebook.com/shellykramer  

www.v3im.com  

INTEGRATED MARKETING

Vision + Voice + Value v3im.com