nonprofit e marketing on a shoe string
DESCRIPTION
An outline of available technologies (free and cheap) for non-profit emarketing campaignsTRANSCRIPT
1
Nonprofit eMarketing on a Shoe String
Terry Miller, Professor of eMarketing
Kaplan University
www.kaplan.edu
2
Agenda• Who the heck is Terry Miller• Questions to Ask – 5 minutes• Why eMarketing? – 5 minutes• Research Tools – 5 minutes• Research Tools Exercise – 15 minutes• Build A Web Strategy – 10 minutes• Freeservers.com Exercise – 15 minutes• Maintaining A Web Site – 5 minutes• Break – 10 minutes• Search Engine Marketing – 10 minutes• Community Building – 5 minutes• Blog Activity – 15 minutes• eMail Marketing – 10 minutes• eMail Activity – 15 minutes• Budget Example – 5 minutes• What’s In Store for the Future – 5 minutes• Question – 10 minutes
3
Terry Miller• Twenty-eight years IT and marketing experience• BS – Mathematics, MS – Info Sys Mgmt, MBA – eMarketing• Marketing Research Certification – Univ. of Georgia• Former Global Web Manager – Shell Oil• Professor of eMarketing – Kaplan University• Former Chief Technology Officer – Sam Houston Area Council, Boy Scouts of
America• Web Content and eLoyalty Subject Matter Expert – APQC, IQPC• eMarketing Consultant (Houston Metro, Methodist Hospital, New England
Teen Challenge, BYTE, Boy Scouts of America, U of H – College of Architecture)
• Author of two books on Web design and eMarketing• Numerous American Marketing Association awards and marketing
recognitions from the Boy Scouts of America• Former students include David Filo, founder of Yahoo.com, and Ralph
Eggleston, Oscar-winning Computer Animation Director for Pixar Pictures
4
Questions To Ask
• Why eMarketing?
• Where to Start
• What Do I Need to Buy?
• What Tasks Do I Need to Perform?
• What Are The Roles of Volunteers, Employees, and Contractors/Vendors?
• How Do I Measure Success
5
Why eMarketing?
• The Internet is where your audience is
• eMarketing is cheap
• eMarketing is measurable
• eMarketing lends itself to integration
• eMarketing yields quick results (requiring quick pro-action, action and reaction)
• eMarketing is expected by your executive board
6
Where to Start
• Determine Your Business Goal– Set a business goal for your eMarketing efforts
• Increase membership (measure)• Increase revenue (measure)• Decrease costs (measure)• Increase awareness (measure)• Persuade (measure)
• Get Executive Commitment• Get Stakeholder Commitment
– Content owners (timely content, timely response)– Functional staff members (timely reaction)
7
Where to Start
• After you Determine your Business Goal– Do you need more primary research– Do you need more secondary research– What does the research indicate
• Opportunities – the TAKS / SAT case study– the Scout Fair ticket case study
• Threats – the Soccer case study– Memorial Hospital case study
8
Research Tools - Primary
9
Research Tools - Primary
10
Research Tools - Primary
11
Research Tools - Secondary
12
Research Tools - Secondary
13
Research Tools - Secondary
14
Research Tools - Secondary
15
Research Tools – Survey Exercise
16
Build a Web Strategy (not a Web Site)
• Visit Competitors’ Web sites• Web sites Are Meant to be Changed
– Audience expectations– Business goals
• Events, campaigns, plans for next year• Focus groups• Navigation and taxonomy are two different things• What pages are needed? (from a target audience
perspective)• What functionality is needed?• How will Web site integrate into call trees, mail
campaigns, collateral, etc.• Economies (graphics, text, etc)
17
Building the Web Site• What’s the budget?• What pages are needed?
– Will these pages need to be updated– Who will own the content– Who will be a stakeholder / notification partner
• What’s the measure for success– Visitors– Conversions– Other metrics beyond the context of the Web site
• What functionality is needed? (registration, eCommerces, blogs, bulletin boards, email integration, etc)
• What’s the short range strategy?• What’s the long range strategy?• Where can economies take place?
18
Building the Web Site• Common Pages for Web site
– Home page (current news, utility links)– Search– Site Map– Contact Us– Directions / Map– Calendar / Events– Employment– Feedback– Testimonials / Track Record– Purpose statement– Board of Directors– Annual Report
• Common footers– Opt in / Opt Out pages– Terms of Use / Privacy Policy– Charter organization– Last updated and Content Owner with email address (whomever @ whatever.com)
• Flash, Splash, Dash pages– Flash and Skip– Movies are effective if current
19
Building the Web Site• Contractor to build the Web site
– Build a list of requirements• Who has the contractor worked with before• What is the contractor’s measure of success• Can you contact the contractor’s clients• Does the contractor use sub-contractors
– Availability– Accountability– Control– Confidentiality
– Send out an RFP– Evaluate proposals– Short List– Develop the contract
• Project milestones• Payment schedule• Long term support
20
Building the Web Site
• Using Volunteers– Build a list of requirements
• Who has the volunteer worked with before
• What is the volunteer’s measure of success
• Can you contact the volunteer’s clients
• What is the organization’s relationship with the volunteer– Availability– Accountability– Control– Confidentiality
– Establish a project scope– Establish a time line tied to organization business goals– Develop an “escape plan”– Find volunteers/employees to provide long term support
21
Building The Web Site
• Open Source Tools
• Proprietary Tools
22
Building the Web Site• Using An Online Service Provider
– Build a list of requirements• Whom are the OSP’s other clients• What is the OSP’s measure of success• Can you contact the OSP’s clients• What is the organization’s relationship with the OSP
– Availability of 24/7 help, resources who know the tool– Accountability (downtime warranty)– Control (restricted update access, functionality)
– Establish a project scope– Establish a time line tied to organization business goals– Develop an “escape plan”– Find volunteers/employees to provide long term support
23
www.myNonProfitWeb.com
24
Freeservers.com
25
Freeservers.com
26
Freeservers.com Exercise
27
Freeservers.com Exercise
28
A Word About Content• Have a content strategy in place (who is the audience – donors, volunteers, recruits, etc)• Who owns content• How often is content updated / What event causes content to be updated• Relate content to the business strategy• Relate content to other pages• Auto-archiving / auto-publishing• A process for transferring content ownership• Audience contact• Communicate Web content• Repurpose Web content• Economies of scale in graphics / content• Web content is different from printed content• Graphics are like seasoning• Rules of thumb
– No more than 100-words per page– Two sentence paragraphs– Active voice only– Search for pages when content is updated or removed
• PDF or not to PDF, that is the question
30
Video ToolsWindows Movie Maker
31
Audio ToolsWavePad and Audacity
32
Audio Tools – Royalty Free Music
33
Flash Ads
34
Flash Ads
35
Building a Web Site
Contractor Volunteer OSP
Customization High Medium Low to Medium
Ease of update Low to Medium Low to Medium High
Functionality High Medium Medium
Support Medium Low High
Cost High Low Low
Reaction to Change
Low Low High
Requires “Escape Plan”
No Yes Yes
36
Managing The Web Site
• Web Master or Content Gatekeeper
• Follow up on feedback and inquiries
• Update content– Remove outdated content– Fix broken or incorrect links– Relate, relate, relate
• Study Web Traffic
37
Managing The Web SiteWeb Traffic
38
Managing The Web SiteWeb Traffic
39
Managing The Web SiteWeb Traffic
WhenContentOwnersSucceed
40
Managing The Web SiteWeb Traffic
WhenContentOwnersFail
41
Managing The Web SiteWeb Traffic
42
Search Marketing
• Organic– Build content to facilitate organic search– Use the audience’s vocabulary– Build – Test – Modify – Test – Modify (etc)
• Paid– Yahoo, Google– Adsense– Pay Per Click, Pay Per View, Pay Per
Conversion
43
Search Marketing Google - Organic
44
Google - Organic
45
Yahoo - Organic
46
Yahoo - Organic
47
Yahoo - Organic
48
Search Marketing - Google
49
Search Marketing - Paid
50
Search Marketing - Paid
51
Search Marketing - AdSense
52
SEOmoz.org
53
Affiliate Programs
• Free is good only if the affiliate drives visitors to your site
• Compute return on investment for paid affiliations
• Monitor, monitor, monitor
• Replan, Replan, Replan
• Change, change, change
54
Affiliate Programs
55
Using Community Marketing
• Monitored bulletin boards and blogs– Dedicated resources– Remove corruptive content– Relationships with other bloggers
• News articles– Blogs (HISD example)– Text of press releases matches Web site
(why…think search engines)
56
Community
57
Community
58
Community
59
Community
60
Community
61
Community
62
MyBlogSite.com Activity
63
eMail Marketing• Have a strategy / a purpose
– Inform (executive committee)– Influence– Change behavior– Make aware / Warn
• Where to get lists (organic versus paid)– eMail– Telephone (conversion to email – offer something the audience wants)– Address (conversion to email – offer something the audience wants)– Hard collateral– Billboards, advertisements– Word of Mouth
• Spam proof content• Web site landing pages and where to go from here• Web site forms• Measure success based upon purpose• Drill down / Drill Across• Viral programs
64
eMail Marketing
• ExactTarget
• ConstantContact
• Director
65
eMail Marketing
66
eMail Marketing
• Objective / Goal• Strategy
– Who– When– What– How– Why
• Landing Page• Metrics (understand why a campaign failed)
67
eMail Marketing
• Constant Contact activity
68
Online Store
69
Budget (for income of $6000)
eMarketing Component Cost
Web Site, Graphics, Functionality, Updates
$700
Organic and Paid Search $300
Email Program / Service $360
Affiliate Programs / Integration $300
Total $1,660
70
Extras
• Call Blasts (CallFire.com)
• USPS.com
• Flash (Laughingbird Software)– Restrictions (cost, effectiveness)– Limitations (can’t use in email)– Why use it then?
• CRM
• Online auctions
71
CallFire.com
72
What’s In Store for the Future
• PodCasts
• RSS Feeds
• Mobile eMarketing– Cell phone– Twitter.com
73
Podcasts
74
RSS Feeds
75
Mobile Marketing
76
Mobile Marketing
77
Mobile Marketing
78
Twitter.com
79
Links
• Online Research Tools - Primary – www.zoomerang.com & www.surveymonkey.com & www.usps.com
• Online Research Tools – Secondary – www.Census.gov & http://www.pewinternet.org/PPF/c/6/topics.asp
• Design, Print, Mail Postcards Online http://www.usps.com/netpost/reachcustomers.htm?from=netpostlanding&page=reachcustomers
• Search Engine Marketing – www.google.com & www.yahoo.com & http://www.seomoz.org/article/search-ranking-factors
• Audio Tools - http://www.nch.com.au/wavepad/ & http://www.copyfreetrax.com/page13.html