MARKETING AND BRANDING YOUR ORGANIZATION

Web and social media

CYBERELLES – A STRONG BRAND

A strong brand is a legitimate brand…. Even for a non-profit organization … even with few ressources

It allows :

more impact more influence more facilities to connect VIP or influential people

The influence of digital

Internet is the number one source of information Because internet = SEARCH Growing power of internet Because internet = INFLUENCE Because it offers 3 ways of communication = CONVERSATION / COLLABORATION / COMMUNITY

A digital plan

An choice of efficient tools

4 •

BUILD YOUR DIGITAL PRESENCE

Bond with Customers Through ALL Channels!

What is digital marketing?

• Digital marketing = online marketing

5 •

What should your Digital plan include?

7 Killer Questions on Digital Marketing

1. Who are your volonteers and potential ones ?

2. Where are they ?

3. What are your goals (awareness, conversion, acquisition…) ?

4. Who are your competitors and their usages on digital channels ?

5. How do you put your service into the hands of your subcribers ?

6. How are you going to achieve the goals ?

7. What are the resources to achieve the goals and what kind of following/reporting?

6 •

A digital strategy should integrate the role of each component available

Attract SEO/SEM/DIS

PLAY…

Generate loyalty & retain NL, eMail, CRM

Inform & share Social media

Mobile

Discover inform &

transform WEBSITE

And …Internet is an ecosystem and all the tools are linked

THE WEBSITE_CONTENT

Things to think about 1. How to be find on search engines?

2. What sort of an impression are you making on the internet?

3. How well are you leveraging your website to engage visitors vs simply giving information about you?

4. How you can create and empower your Evangelists?

How to be find on internet (with few ressources)

=>How to be find on search engines?

THE WEBSITE_ SEO

SEO is the process of improving the visibility of a website or a webpage in search engines SEO is: The online version of your NPO strategy Long term strategy It is a “free process” – internal or with the help of an agency

10.53

%

clicks

on

Paid

89.47

%

clicks

on

Organi

c

QUALITY AND RELEVANCE

CODE AND WEBSITE ARCHITECTURE

CONTENT

LINKS

SOCIAL MEDIA

OPTIMIZATION

Very important for SEO

=> Search engine philosophy

THE WEBSITE_SEO

What sort of an impression are you making on the

internet?

13 •

THE WEBSITE _ STRUCTURE

TO DEFINE STRUCTURE : NPO should select and rank the expectations from their site

Increase Brand awareness Recrut new volonteers Develop geographical reach Increase fundraising…

1. Brand awareness

2. Consideration and impact of actions

THE WEBSITE_STRUCTURE

1. Fundraising 2. Consideration

THE WEBSITE_STRUCTURE

1. Increase collect of funds

2. Increase volunteers

How well are you leveraging your website to engage visitors vs simply giving information about you?

THE WEBSITE_CONTENT

Prioritize your information

Balance your keywords

Regularly update your content

Harness the power of user-generated content. Generate engagement : Issues forums Project Blog Participant Survey Wiki E-debates

AND Empowering staff be creative

Content Is King

Good content is not good enough; you need GREAT content to succeed.

THE WEBSITE_ LINKS & PARTNERSHIPS

The Influence of Links

Search engines use links to discover how pages are related to other pages and in what ways.

Used as the most important signal of popularity and trust, search

engines value (but be careful with your breaked links !)

Link factors account for 42% of ranking algorithms

websitepartner

link

websitepartner

websitepartner

websitepartner

link

link

link

THE WEBSITE_ VIDEOS

Visitors who also view video

are 64% more likely to subscribe.

Pages with videos are 50 times more likely to earn 1st page ranking

Leverage video to tell your story. Interview Testimony from members Celebration & event

How you can create and empower your Evangelists?

Website is important …BUT the most important : what you do outside (on digital)

ACQUISITION : LEVERAGE YOUR CURRENT BASE

Email capture techniques – Page Optimization

Capture techniques Surveys Petitions E-cards Downloads OR PARTNERSHIPS OR DEALS WIN-WIN (exchange data bases…)

The overlooked step after generating website traffic

EMAIL AND ECRM

FOCUS ON YOUR OBJECTIVE ONE OBJECTIVE PER CAMPAIGN THE 3 KEY FACTORS : 1 CALL TO ACTION 2 SEGMENTATION 3 VIRAL TOOLS

The right message to the right person Focus relationship effort increases conversion

Connecting actions to content increase conversion (dedicated pages « landing pages »….)

THE SUBJECT

hhhhhhhhhhhhhhhhhhhh SEND TO A

FRIEND

JOIN News email subscribers

CONSTITUENT EMPOWERMENT

Empower constituents to market for your cause

Social network communication and content delivery

Actions of the network Sectoral & Technical watch

Event not to be missed Success of a member Portrait of member

Website EMail

Institutional messages

Professional community

To generate proximity about messages and events

Institutional messages

Social network communication and magic viral effect

Create a FACEBOOK PAGE FOR YOUR NPO, INVIT AND SHARE INFORMATION Each ‘member’ or fan becomes a media with her own network of friend

Social network communication and magic viral effect

Linkedin is a fabulous tool to promote the actions and the network to a professional community It allows each member to become ambassador or evangelist

KEY PRINCIPLES OF SUCCESS

Be interactive and empowering Create engagement pathways Develop and nurture Evangelists Create Community Provide a service Stay true to your brand, but find new ways to bring your message to the world.

Thank you!