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ONLINE MARKETING STRATEGIESFOR NONPROFIT ORGANIZATIONS

Presented:

March 21, 2012

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ONLINE MARKETING FOR NONPROFITS

What we’ll cover:

Search Engines

Facebook

Other Social Networks

Web Analytics

Email

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

Facebook

Mobile/Smartphones

Email

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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!