Incitrio: State Education Editors Conference 2009

Let’s get social!How to attract and retain your membershipwith an integrated online strategy

STATE EDUCATORS CONFERENCE > JUNE 2009

incitrio | 10951 sorrento valley road, suite 2c | san diego, california, usa 92121 | tel: 858.202.1822 | web: incitrio.com

Welcome to Incitrio.Since 1992, I have been offering marketing and design

solutions to global clients such as:Hallmark, Williams Sonoma, Energizer, Mars Candy,Ford, Merrill Lynch, Visa, Sun Microsystems, PG&E,Maersk, Intel, Pepsi, Sega, Foster Farms, Invitrogen,Taylor Guitars and Jabra.

Incitrio was founded in 2004 to service the branding,print design, web design and online marketing needsfor businesses everywhere: B2B, B2C and non-profit.

Our Branding ProcessIntegrity + Authenticity in Branding = TRUST

INTERNAL BRANDING

EXTERNAL BRANDING

BRANDING ANALYSIS

STRATEGY AND DESIGN

RESULTS FOR CLIENT

External BrandingToday, we’re going to focus on Social Media.

BROCHURES

NEWSLETTERS

PRONLINE MARKETING

SOCIAL MEDIA

WEBSITE

EXTERNALBRANDING

Social MediaAn online tool for engaging your membership.

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE

OPTIMIZING EXPERIENCE

SOCIAL MEDIA

LEVERAGING CONTENT

AssessmentFirst, let’s assess your website. Are you a 2 or a 10?

AssessmentLook at your online marketing components individually.

BrandingSkin, Bones, & Muscle

DesignFacial StructureBody Shape

MarketingThe Dress

AdvertisingHairMake-upAccessories

AssessmentIf one is weak, the others will fail. Develop your strategy.

BrandingCore Values

DesignLook&Feel of:Website,Email Newsletter,Blog, etc.

MarketingSEO, PPC, Blog content

AdvertisingBanner Ads,YouTube,Flickr, etc.

Website / ACR ModelACR = Acquire, Convert, Retain (Your Members)

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

AcquisitionAcquisition = AttractionHow do you attract the right prospective members to you?

Options:Association Website Design (Z/F Patterns)Blogs (Wordpress.com)Search Engine Optimization (SEO)Pay Per Click (PPC via Google Adwords)Newsletters, Print & Email (Blue Hornet.com)E-brochures, Interactive PDF files (ebrochures.com)

ConversionConversion = Creating a RelationshipHow do you convert prospective members into paying members?

Options:Association Website Design (User Experience, Call to Action)Online Member & Event Registration (WildApricot.com or Eventbrite.com)RSS Feeds (Feedburner.com)Social Bookmarking (AddThis Toolbar)Media Sharing (Flickr.com, YouTube.comAffiliate Marketing (Amazon.com Affiliate Program)

RetentionRetention = Maintaining a RelationshipHow do you strengthen and enhance your member’s experience?

Options:Association Website Design (E-commerce, Member Directory)Social Communication (Twitter, Facebook)Online Discussion Forum (Ning.com)Presentation Sharing (SlideShare.com)File Sharing (Box.net)Online Classroom Management (Engrade.com)Elearning Tools (Wiziq.com)

User Experience DesignEnhance user experience with web design for “Z” or “F” patterns.

Claritas.com» Scientific studies show

website viewers look at yourcontent in a “Z” or “F”pattern.

» Make sure your criticalelements are placedcorrectly.

» Search, Call to Action,Alternative Navigation, etc.

BlogsWordpress.com offers a free blogging service that is easy to setup.

» Blogs are organizational diariesthat enable you to communicatewhat’s new at your organizationand provide a face or personality togo with the logo

» They are a great way to engagemembership and encouragedialogue in an authentic way

» Also, make sure you integrate yourblog on domain (within your URL)for the SEO benefits

BlogsIt’s critically vital that your blog is hosted on domain within your url

instead of within the wordpress.com url to get maximum SEO benefit.

BlogsIf you’re more ambitious, you can create a customized blog that integrates

social media functionality. http://idahoea.org/

SEO vs. PPCSearch Engine Optimization vs Pay Per Click

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

Pay Per ClickPay Per Click is a paid way to increase web traffic.

» Top 3 rows on yellow andright column are Pay PerClick aka PPC ads

» These organizations havepaid to be at the top andpay money to GoogleAdwords every timesomeone clicks on theirblue link.

Search Engine OptimizationSearch Engine Optimization is a free way to increase web traffic.

» Search Engine Optimizationaka SEO occurs when yoursite is optimized for aspecific keyword

» The first listing starts withwww.atriskyouthprograms.com - they are the mostoptimized for the searchterms: “programs for at riskyouth”

» Users are 80% more likelyto click on on SEO link

Meta TagsOptimizing your “meta tags” is the fastest way to get results.

» Meta Title = top line» Meta Description = first

paragraph» Meta Keywords = not

shown, but it is in yoursource code

» This is how the Googlebotfinds your site and decideshow to rank you.

Source CodeFirst, you need to view your source code to do an assessment.

» Go to the top menu bar ofyour browser (Explorer,Safari or Firefox)

» Click the View tab, thenselect View Source

» Next, a screen will pop upand you will get a text docfull of html info that has yourmeta info inside it.

Source Code SampleHere is an example of what source code looks like.

» <meta name="description" content="ElderHelp of San Diego is a non-profit organizationcomprised of professionals and community volunteers committed to offering quality social servicesthat help seniors live independently in their own homes.">

» <title>Elder Help of San Diego - Senior assistance by helping seniors with safe living conditions,home cleaning, transportation and companionship</title>

» <meta name="keywords" content="Elderhelp of San Diego,elder,elder care san diego,eldercare,senior social services,senior,elderly,senior citizens services,senior citizens care,seniorcare,senior citizens,senior transportation,senior education programs,elder health advice,elderhomeowner,rental assistance,home share,shopping assistance,home delivered meals,homedelivered meal,delivered meals,delivered meal,senior citizens classes,senior citizens class,elderinformation,elder informations,elder referral,elder referrals,elder residential facilities,counselingservices,safety services,safety network services,volunteer,volunteers,senior volunteeropportunities,elder volunteer services,senior services">

Meta TitleHow do you optimize your “meta title” in your source code?

» Evaluate your current SEOMeta Title.

» Copy and paste it into Wordfor a character count.

» Your SEO Meta Title shouldonly be 60 characters withspaces, everything elsedoesn’t show or add value

Meta TitleHow do you rewrite your “meta title” for optimization?

» BEFOREElder Help of San Diego - Senior assistance by helping seniorswith safe living conditions, home cleaning, transportation and companionship(139 characters)

» AFTERHelping Seniors Thrive at Home | ElderHelp of San Diego(55 characters)

Meta DescriptionHow do you optimize your “meta description” in your source code?

» Evaluate your current SEOMeta Description.

» Copy and paste it into Wordfor a character count.

» Your SEO Meta Descriptionshould only be 150characters with spaces,everything else doesn’tshow or add value

Meta DescriptionHow do you rewrite your “meta description” for optimization?

» BEFOREElderHelp of San Diego is a non-profit organization comprisedof professionals and community volunteers committed to offeringquality social services thathelp seniors live independently in their own homes.(206 characters)

» AFTERWe help seniors live longer, happier, healthier lives in their own home.ElderHelp is your resource for quality senior care at free or low cost rates.(150 characters)

Meta KeywordsHow do you optimize your “meta keywords” in your source code?

» Evaluate your current SEOMeta Keywords.

» Copy and paste into Wordfor evaluation

» You can’t see them, but theGooglebot can

» Your SEO Meta Keywordsshould have 1 primarykeyword and 3-5 secondarykeywords, everything elsedoesn’t show or add value

Meta KeywordsHow do you rewrite your “meta keywords” for optimization?

» BEFOREElderhelp of San Diego,elder,elder care san diego,elder care,senior socialservices,senior,elderly,senior citizens services,senior citizens care,senior care,seniorcitizens,senior transportation,senior education programs,elder health advice,elderhomeowner,rental assistance,home share,shopping assistance,home deliveredmeals,home delivered meal,delivered meals,delivered meal,senior citizensclasses,senior citizens class,elder information,elder informations,elder referral,elderreferrals,elder residential facilities,counseling services,safety services,safety networkservices,volunteer,volunteers,senior volunteer opportunities,elder volunteerservices,senior services (36 keywords)

» AFTERPrimary: ElderHelp of San DiegoSecondary: Elder Help of San Diego, San Diego ElderHelp, San Diego Elder Help(4 keywords = 1 primary + 3 secondary, variations of first word)

Online Interactive ContentTools that enable you to communicate authentically.

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

Email vs. Print NewslettersEmail Newsletters vs Print Newsletters

» Email Newsletters typically have a flat fee on a per month and perusage basis

» Deliver the same content, but save the expense of printing andmailing

» Incitrio uses BlueHornet.com for its clients.» Strong reporting mechanism that enables you to track: sends, opens

and click-thrus.

Email vs. Print NewslettersEmail Newsletters vs Print Newsletters

» Make sure your provider is CAN SPAM compliant - meaning theydon’t allow their users to send to paid or bought lists.

» If they are, then their servers will be “white listed” as opposed to“black listed.”

» This will guarantee that your emails go through 100% of the time asopposed to 50% of the time.

» The more emails go through, the higher your acquisition andconversion rates will be.

» Never, ever share your list with anyone else - it’s poor form andagainst the law.

Email NewslettersPersonalization is a great way to increase value.

AdvertisingAge.comEmail Newsletter•Segment Audience•Segment Content•Dynamic Elements•Variable Data Details

EbrochuresEbrochures.com offers a free service for making your current

print newsletter PDF file into an interactive PDF online.http://mea.org/voice/2009April/4199813C55D9904CB394140C519AFCC6/index.html

Defining the Member ExperienceTools that enable you to demonstrate integrity.

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

User Experience DesignDefine your call to action and initiate conversion.

GreatSchools.net• Promote special items• Personal welcome• Search functionality• Segment content• Sign up for newsletter

Event RegistrationEventbrite.com offers a free event registration tool.

Eventbrite.com• Free, easy to setupand customizable•Promote items viasocial tools: Email,Facebook, Twitter,Linkedin, MySpace,Digg, deli.ici.us, Reddit

Total Member ManagementWildApricot.com offers a low cost member mgmt tool.

WildApricot.com• Member Registration•Event Registration•Email Newsletter•Discussion Forum•Online Donations•Member Directories•$50/mo for 500 personmembership

Really Simple Syndication (RSS)Feedburner.com offers a free tool for subscribing to RSS feeds.

Feeds are a way for websites large and small to distribute their contentwell beyond just visitors using browsers.

Feeds permit subscription to regular updates, delivered automaticallyvia a web portal, news reader, or in some cases good old email.

Feeds also make it possible for site content to be packaged into"widgets," "gadgets," mobile devices, and other bite-sizedtechnologies that make it possible to display blogs, podcasts, andmajor news/sports/weather/whatever headlines just about anywhere.

Social BookmarkingAddThis.com offers a free tool to enable social bookmarking

on your website.

Leveraging Content for EfficiencyTools that enable you to communicate clearly.

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

Media SharingFlickr.com is a great way to enhance the member experience with

photos from recent events. http://www.flickr.com/photos/idahoea/

Media SharingYouTube.com is a great way to enhance the member experience

with videos on timely topics. http://www.youtube.com/user/mtacommunications

Affiliate MarketingAmazon.com offers a great affiliate marketing program that gives

you a commission for book/product sales you send their way.

Generating Website RevenueAdding an e-commerce or shopping cart component is a great way

to sell branded items and increase association revenue.http://www.isea.org/store/flashdrive.html

Connecting MembersAdding a member directory is vital for creating connections.

http://www.isea.org/about/memberspotlight/08-09.html

Creating a Social CommunityTools that enable you to communicate clearly.

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

TwitterSetup a twitter.com account to engage your members in real-time.

» Twitter is a micro blog» You’re limited to 140

characters, so it’s an easyand fun way to engage withyour audience

TwitterCreate a branded profile to leverage your brand equity.

» Use Twitter to engage differentaudiences

» Talk about issues that areimportant to you

» Discuss upcoming events orshowcase articles/blog postings

» Create a personal relationshipon behalf of your organization

TwitterYou’ll be surprised just how many of your members are already on there!

FacebookLink your twitter account to your Facebook.com group account for real-time

updates. Start a dialogue going with your membership around important issues. http://www.facebook.com/pages/Hawaii-State-Teachers-Association/81397783339?ref=ts

NingNing.com is yet another free online discussion forum for creating, customizing and

sharing a social network with your membership. http://greatsouthwest.ning.com/

Creating the Member 2.0 ExperienceTools that enable you to communicate clearly.

ONLINE PRESENCE

ONLINE MARKETING

ENGAGING MEMBERS

ADDING VALUE


SOCIAL MEDIA

LEVERAGING CONTENT

SlideShareSlideShare.com is a free tool for sharing presentations online.

http://www.slideshare.net/khuntermintz/alabama-science-teachers-association-conference-2008-presentation

Box.netBox.net is a free tool for sharing files and collaborating online.

Engrade.comEngrade.com is a free tool for online classroom management.

Wiziq.comWiziq.com is a free to low-cost e-learning tool.

Thank You!Now it’s time to start implementing. Have fun!

Angela Hill, President & Creative Directoremail: [email protected]: 858.202.1822

linkedin: www.linkedin/in/incitrioportfolio: www.incitrio.comtwitter: @incitrio

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Incitrio: State Education Editors Conference 2009

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