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Web F sionWeb Fusion: Helping You and p gYour Donors CLICK

P d bPresented by:DNA Creative Communications, LLC

Copyright© 2012

T d ’ T iToday’s Topics:Where To Start?

l d h ( l )Multimedia Sharing (Blogs, E‐news, Etc.)

Using Social Mediag

When Is It Time for A Website Facelift?

O i i i Y O li POptimizing Your Online Presence

Start with your Brandy

What is a Brand?What is a Brand?

ExamplesExamples

• “My pleasure”•“Eat Mor Chikin” + cows as visual• Closed on Sundays (faith based• Closed on Sundays (faith-based mission)

• “Where Shopping is a Pleasure”• Mission: Great savings with serviceMission: Great savings with service you can’t put a price on

ExamplesExamples

Pi k ibb fi ht i t b t• Pink ribbon = fight against breast cancer

• Specifically trademarked for donor p ypreservation• Cause marketing

• Just “google” it!• The simple search engine• Mission: Organize the world’sMission: Organize the world s information. Make it universally accessible and useful.

Your Brand isYour Brand is…

Th f i i• The essence of your organization

Th i f i i• The voice of your mission

• Authentic and carried out by• Authentic and carried out by your organization every day

An Effective BrandAn Effective Brand…

• Communicates your mission• Builds trust• Builds trust

• Raises awareness• Impacts long‐term sustainability

of your organizationof your organization

O li iYour Online Presence is…

• An extension of your brand

• The leading source of information for• The leading source of information for individuals online (62%)

l hi k bAlways Think About…

• Who is your audience?

•What do they know about you?

Wh t d th t k b t ?•What do they not know about you?

• What do they need / want to hear?What do they need / want to hear?

iMessaging…T il i h• Tailor your messaging to the

audience

• Never assume they know everything

• Be consistent in every lcommunications tool

C id ThiConsider ThisY t t h ld t i l b “W d ”• Your content should not simply be: “We need your money”

Content should be focused around:

The story of what you do How what you do affects individuals (not just recipients – How what you do affects individuals (not just recipients

donors too) Results of how donations help Th W d Then, We need your money

C id ThiConsider This

Donors invest in ideas and people in whom they believein whom they believe

Your online communications must support this beliefsupport this belief

l hOnline Factors that Matter:

• Design•UsabilityC t t•Content

•Consistency!•Consistency!

E‐newsE newsTalking directly to your audience

E NewslettersE‐Newsletters E‐news is a powerful marketing and p g

communications tool that:

Reminds supporters about your cause Gives updates on current events/projectsOffers ways to get involved and keep in touch Provides interesting and relevant news,

stories, pictures and content!

E‐Newsletter TipsE Newsletter TipsMake sure you send only to readers who have

“ d i !”“opted‐in!”

Don’t send your e‐news without a text option Don t send your e‐news without a text option.

In general, send e‐news no more than once a week, g , ,and no less than every six weeks.

Appeal to “skimmers!” Use headlines, subheadings, and short chunks of text.

Consider This

Feature a “Subscribe” button on your online outlets to allow readers to sign‐up to your

e‐newsletter hassle‐free!

hl b k d i d Monthly, post a Facebook and Twitter update with a short intro and link out to your e‐newsletter

BloggingBlogging

Blogs‐ Serve as representation of your expertise

‐ Post your latest PRs announcements current projects orPost your latest PRs, announcements, current projects or new campaigns

E h i bili i f ll d d‐ Easy sharing capability to gain followers and spread awareness

‐ Enhances overall SEO‐ Tip: Update it! Static content does no good.

Ex. Blog Integration

Social MediaSocial Media

O t itiOpportunities

Low‐cost, easy‐to‐use communications plan•Free to use, along with tutorials and site support• Adds power to traditional marketing• Adds power to traditional marketing

Interactive Communityy• Gives users and organizations their own identity• Connects your organization with the public,

l d d d d f llincluding supporters, donors and advocates of all ages!

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O t itiOpportunitiesMutually BeneficialMutually Beneficial

• Allows you to listen and respond on a personal, integrated level (audience‐centric communication)U d ti l it t t l d• Use as an educational resource, a recruitment tool, and

outlet for prospective donors/supporters

Public Relations Boost• Spreads your message while enhancing SEO

b k h ll d/• Facebook has over 750 million active users and/or brands to potentially reach

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F tFacts

Inbound marketing leads cost 62% less than outbound marketing.

93% of Americans believe an organization should have a social media presence.

56% of American consumers feel a stronger connection with—and better served by brands they can interact with online.

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Social MediaIt IS… It is NOT…It IS…• Consumer‐drivenT t

It is NOT…• ControlledI l• Transparent

• Engaging• Impersonal• Formal

• Inclusive• Sincere

• Exclusive• One‐sidedSincere One sided

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Social Media…Why Use It?

1. Connect, Collaborate, Share.2. Increase visibility.3 Cross‐promote your message and3. Cross‐promote your message and campaigns!

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I Vi ibilitIncrease Visibility

• Social media is organized around common interests. ‐ Ex. LinkedIn for professional contacts, Facebook for

content sharing Twitter for real‐time updates with followerscontent sharing, Twitter for real‐time updates with followers

• To leverage these communities for your organization, you must be an engaged, valuable resource.– Ex. Interact by providing up‐to‐date project information,

replying to comments, offering online support, sharingreplying to comments, offering online support, sharing content, testimonials, etc.

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Cross‐promote!

• Ensure that all platforms seamlessly connect d h !and support one another!

• Even your website!

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Have a Social Media Plan• Identify the purpose for using social media• Set goals for what you want to accomplish • Develop organization policies• Determine your strategy• Implement it!

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A platform that gives people the power to i ffi i l i h h i f i dcommunicate more efficiently with their friends,

family, businesses and brands by providing technologies that facilitate the sharing of g ginformation‐‐making the world more open and connected.

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F b kFacebook• Share contentShare content

– From Supporters– From Complimentary Resources– From Past/Current/Future Events

ROI: Strong sharing element… Exposes your brand and cause to a current and new audience, as well as t bli h t t ithi i h d testablishes trust within your niche and partners

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F b k TiFacebook Tips• Install applications to integrate feeds from your blog, e‐Install applications to integrate feeds from your blog, e

newsletter and other social media accounts

• Obtain a Facebook URL so people can easily find you; this• Obtain a Facebook URL so people can easily find you; this will also enhance SEO

• Share useful industry related articles and links to• Share useful, industry‐related articles and links to presentations that will interest supporters and establish credibility

• Link to network or industry pages related to your niche and mission to stay up‐to‐date on hot topics

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Websites Matter

Website DesignWebsite Design• Project a uniform image through consistent design, colors,

d b diand branding

• Maintain a consistent layout and toolbar •Tip: Have your logo on every page and link it to your Homepage, always

• Provide a value proposition that tells readers immediately:•What your site is aboutTh b fit it ill id t th•The benefit it will provide to them

•Why they should keep using it!

Design Do’s & Don’tsDesign Do’s & Don’ts• Do use a consistent, specific color palette

• Do have your logo on every page!

• Do have a consistent navigational toolbar!

• Don’t use low‐quality, fuzzy or stretched images

• Do make sure your mission and cause is clear everywhere!

Consistent toolbar at top of every page!

Call to Action!

Website ContentC id ThiWebsite ContentConsider This Is it simple for a visitor to understand what my

organization does to make a difference?

Is it easy for a visitor to find ways to support my organization’s work?organization s work?

Can a visitor quickly take action once they’ve decided to?

Website UsabilityWebsite Usability Usability is a necessary condition for website’s y ysurvival. If a website is difficult to use or navigate,

people leave.

Is your website usable? Quick and easy to navigate Quick and easy to navigate Efficient to use Allows rapid recovery from errorsp y Provides an enjoyable, informative experience

Website UsabilityWebsite UsabilityTop 10 Reasons Visitors Want to Return to Your Site:

Easy navigation (74%)Quick download time (65%)

Frequently Updated information (58%)Content Quality (57%)Content Quantity (30%)Q y ( )

Content Organization (40%)Prompt Customer Service (40%)Website Search Tools (25%)Website Search Tools (25%)Layout of Homepage (20%)

Enjoyment (19%)

Website UsabilityWebsite UsabilityTips:

‐ Create obvious and simple interface.

‐ Create ‘easy to read’ paragraphs, not using small text or font size.

‐ Utilize fast, downloadable pages—visitors hate to wait.

‐ Avoid hidden navigation; visitors need to know where and what to click to find the info they want!

Website ContentWebsite ContentContent is the best search engine optimization tool and the reason people visit your page!tool—and the reason people visit your page!

Provide timely, updated information y, p

Have links that are live and active

Copy and accompanying graphics should be compelling and useful

Content should not compete side‐by‐side for visitor’s attention

bWebsite Content

Create ways to engage with your audience and supporters (from donors and volunteers!)

Make sure it is easy to “Donate Now”y

Offer a place to sign up for your e newsletter! Offer a place to sign‐up for your e‐newsletter!

Audience Engagement Links

Donate Now + Different Ways to Give!

M lti di Sh iMultimedia Sharing

‐ Share audio, video and images directly on your website or blog!

‐Ex. Boost interest with before/after footage of a project; highlight testimonials with a video; create educational videos for kids

Measuring Your Resultsg

MeasurementMeasurementGoogle AnalyticsGoogle Analytics

‐ Track your websites visitors and see where they are i f ( i l di l tt dif b it )coming from (social media, e‐newsletter, dif. website)

‐ See what pages of your website visitors are viewing; compare and contrast effectiveness!

‐ Helps determine what changes (content/updates)Helps determine what changes (content/updates) to make in order to improve effectiveness!

Ex. Google gAnalytics

Insight Page

R h Y SEOResearch Your SEOh l d d b h• Register with social media and web site search

engines– Google Alertsg– SocialMention– Technorati

Mashable– Mashable– Digg

• Conduct searches regularly

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ReportsReports• Review reports from platformsReview reports from platforms• Facebook Insights develop metrics around your content

• Gather data from the IT Department or the company that handles your web sitey

• If you don’t already have Google Analytics on your web site, get it!

• Review the details to measure your success

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NowWhat?Now What? The Take‐Home Checklist

Do I regularly review my website statistics? Do I have a clear idea of what an online conversion is for my y

organization? Have I updated my website in the last week/month? Do I have a strategy for growing my web presence? Do I have a strategy for growing my web presence? Does my website accurately reflect my brand?

Am I soliciting user feedback? h f db k h h d l lWhat user feedback have I heard lately?

What can we do for you?What can we do for you?

DNA provides full‐service assistance for all of your online communications, from websiteyour online communications, from website recommendations, and electronic newsletter programs to social media strategies. We willprograms to social media strategies. We will work with you in a variety of ways to enhance your online presence!your online presence!

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Full Service Social Media PlanningFull Service Social Media Planning & Implementation p

• DNA will serve as your social media liaison andDNA will serve as your social media liaison and provide your organization with regular updates, training workshops and maintenance for each of g pyour social media platforms. For details on this

option, please call 864‐235‐0959 ext. 1.

Copyright© © 2012

Need Help?Need Help?Call DNA for the development of your strategic

social media plan or hands‐on workshop training

DNA Creative CommunicationsDNA Creative Communications864‐235‐0959

[email protected]

Copyright© © 2012

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