rapid fire: tips and trends on web, tech and social media
DESCRIPTION
Presented at AFP Fundraising Day in New York 2013, June 7, 2013.TRANSCRIPT
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Mobile is Maturing
Mobile web usage is estimated to overtake desktop by 2015.• Want to reach new
audiences? 87% of the world’s populations have mobile phones
• Users will leave a site that isn’t mobile friendly
• Desktops will soon no longer be the primary vehicle potential donors will learn about your brand / mission
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Be Responsive
Responsive design is the approach suggesting content and design should respond to the user irrespective of the device.• Single URL, set of
content, and code for multiple devices
• Different than a “mobile site”
• Responsive design allows an organization to easily adapt in an era of rapidly proliferating connected devices
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Content is King
Content marketing is emerging as a key factor in brand loyalty and lead generation.
• High quality content fuels organic search
• Includes blogs, infographics, whitepapers, case studies, video
• “Try to create a site that is so fantastic you become an authority in your niche.” – Matt Cutts, head of Google’s web spam team
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Creating User-Friendly Web Content
People read and consume information very differently online than in traditional media.
• Content should be simple and easy to skim
• Web users only read 28% of a page in a best case scenario
• Keep it concise, use sub-headings to break up long articles
• Consider a year-end content audit to determine if your site content is friendly
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The Multi-Lingual Web
New technologies make it easier than ever to bring your mission to an international audience.
• Reaching new international donors is a key objective for many NPOs
• Translation services can be costly
• Try Google’s free translation tool which currently supports 71 languages
• Making your site available in multiple languages doesn’t have to be labor intensive or expensive
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The Rise of Infographics
Infographics use compelling imagery to explain key facts, complex topics, and most importantly, relationships.
• Visual, easy to scan, memorable, and shareable
• Experiment with calls-to-action
• Infographics are on the rise in an increasingly visual web and a great cultivation tool
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When Should I Hit Send?
Every organization’s list is different. Experiment with different days and times to figure out what works best for you.• Tuesday – Thursday,
early AM, has long been considered the “ideal window” to send an email
• 2012 data suggests open and click rates are now highest on weekends
• Early morning remains the strongest time of day
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Google+ is Growing
Google+ has grown to over 500 million users. That’s up from 90 million at the beginning of 2012.
• As search begins to come in more flavors, +1’s influence Google search rankings
• In January, AWF had just over 700 followers. Today we have over 32K
• Take part in communities, use hashtags, employ visuals, add a +1 button
• Google+ is a fast-growing social network with important SEO benefits
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Google Analytics + eCRM = Powerful (and Free)
Google analytics is an incredibly feature-rich tool to gain valuable intelligence about your online constituents.• It also features e-
commerce tools that add a revenue dimension to a variety of behaviors
• eCRM systems used by many NPOs can be integrated to provide rich, real-time data
• If you haven’t already done so give it a try. Many large eCRM providers offer off-the-shelf documentation