Interactive Marketing for Nonprofits
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Transcript of Interactive Marketing for Nonprofits
L O C AT I O N 3 M E D I A ’ S
NONPROFIT SEMINAR
DIGITAL MARKETINGI like
WHY ARE WE HERE TODAY?
Let’s try to understand
THINGS TO CHEW ON
• Your audience wants a voice• User Generated Content is the most
influential piece of “media” you have• Best Buy is spending 20% less on TV and
adding it to social• Pepsi pulled out of the Super Bowl to
launch Pepsi Refresh
Great digital advertising uses brand behaviors to inspire consumer behavior.
IN 8 IDEASDigital marketing
DIGITAL ISN’T ABOUT TECHNOLOGY
First:
IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT
CREATE IDEAS THAT GENERATE CONTENT, ALLOW AUDIENCE TO BE A PART OF STORY
This should be the fun part:
BE SIMPLE, BE MAGICAL, NEVER STOP PLAYING
Here are the nice warm and fuzzy words:
LEVERAGE EXISTING BEHAVIOR
Crowd sourcing doesn’t have to suck…a.k.a….
MASTER CONVERSATION STRATEGY
This takes significant time:
EXPECT PAINI know you probably don’t want to hear this but,
N O N P R O F I T O N L I N E M A R K E T I N G
Pay Per Click
P A Y P E R C L I C K
What is Pay Per Click?
Pay per click (PPC) is the pricing structure used by search engines to charge an advertiser each time a user clicks on the advertiser's ad.
The amount is usually set by the advertiser, not by the channel.
PPC lets you reach the right customers at the right time, shows success metrics almost instantaneously and provides actionable data for optimization efforts.
P A Y P E R C L I C K
What basic terminology should I know?
• Keywords• Impressions• Clicks• Click Through Rate (CTR)• Cost Per Click (CPC)• Match Types• Quality Score• Bids• Conversions• Conversion Rate
P A Y P E R C L I C K
How do I create my keyword lists?
• Research– Site content– Major categories– Competitors
• Expand– Build on major categories– Utilize keyword tools (https://adwords.google.com/select/KeywordToolExternal)
– Include as many relevant keywords as possible– Competitor keywords– Niche areas– Seasonal
• Target– Use proper match types
P A Y P E R C L I C K
How do I create my keyword lists?
• Scrub– Filter through your keyword lists to eliminate irrelevant terms
• Group– Organize your keywords in thematic clusters– Keywords should be grouped with ad copy in mind– Relevant keywords with targeted ads
• Rinse and Repeat– Keyword development is ongoing
• Search Query Report• Google Opportunity Reports
P A Y P E R C L I C K
What are the keyword matching options?
•Broad match: keyword
•Phrase match: "keyword"
•Exact match: [keyword]
•Negative match: -keyword
P A Y P E R C L I C K
How do I structure my campaigns?
• Account Level• Campaign Level
– Geo-Targeting– Search vs. Content– Major Categories
• Ad Group Level– Specific Keyword Group
• Tight Themes
– Customize Ad Copy• Closely related ad text
matching your specific keyword groups.
P A Y P E R C L I C K
How do I create effective ad text?
•Create simple, enticing ads•Use a strong call-to-action• Include your keywords in your ad text•Choose the best landing page•Test multiple ads in each ad group
P A Y P E R C L I C K
How do I control the cost of my campaigns?
• Keyword Bidding– Control the cost you are willing
to pay per click– Max CPC
*Note: Google Grant campaigns cannot exceed a max CPC of $1.00.
• Daily Budget Caps– Control the amount you are
willing to spend per day
P A Y P E R C L I C K
How do I target the right audience?
• Geo-targeting– Country– State– City– Custom
• Ad Scheduling– Day Parting– Time Parting
P A Y P E R C L I C K
What type of distribution should I use?
Google Search/Search Partners
P A Y P E R C L I C K
What type of distribution should I use?
Google Content NetworkNote: Not available for Google Grant Funds.
P A Y P E R C L I C K
How do I improve / optimize performance?
• Conversion Goals– Goals should be measurable and
have an associated monetary value– Donations– Volunteer Signups – Newsletters
• Bid Management– Keyword specific bidding strategies
based on accumulated data– Conversion Rates– Maximize traffic within funds
P A Y P E R C L I C K
How do I get a Google Nonprofit Grant?
P A Y P E R C L I C K
How do I get a Google Nonprofit Grant?
Eligibility
• Available to 501(c)(3) certified nonprofit organizations
• Organization include those serving the arts, education, health, science, technology, and volunteering
• Restricted organizations include those selling goods/services, community groups (clubs, sports teams), and religious groups
Benefits
• A grant of $10k per month to be used within the Google Adwords program
• Google Checkout ™ (Donation) button available to certified nonprofits
Limitations
• Google Content Network unavailable
• Max bid of $1.00 per keyword
N O N P R O F I T O N L I N E M A R K E T I N G
Search Engine Optimization
What is SEO?
“Search Engine Optimization is the process of improving the volume or quality of traffic to a web site or a web page from search engines via “natural” or un-paid search results.”
“70% of search engine users choose to visit websites that appear in the top 10 organic results.”
-Forrester research
Maps
Org
anic
PP
C
Step 1: Choose your keywords
@tarla // @Location3 // #L3Mnonprofit
1. Determine pages relevant for SEO
2. Select keywords for each page
3. Research variations
4. Pull and compare data
5. Choose 2-4 keyword per page
How do I choose keywords?
“performing arts donations”
“urban scholarship programs”
“edu
catio
n n
onp
rofit
org
aniz
atio
n”
“giv
ing
to t
he
art
s”
Step 2: Benchmark
@tarla // @Location3 // #L3Mnonprofit
Data from analytics:
• organic visits
• non-branded organic visits
• organic conversions
• non-branded organic conversions
Data from the search engines:
• number of backlinks
• current positions on keywords
What data should I benchmark?
Step 3: Optimize your website
• URLs
• Titles
• Meta Descriptions
• Meta Keywords
• Content
• Internal Linking
How do I optimize my website?
Step 4: Link Building
@tarla // @Location3 // #L3Mnonprofit
What is link building?
Acquiring links from relevant sources (websites/blogs) that direct back to your site, preferably with a chosen keyword in the anchor text.
Why do we need to link build?
The search engines (Google in particular) see these links as “votes” for a website, so the more links from high quality, relevant sites, the higher the site will rank.
How do I link build?
Submit to online directories:• Business.com• Best of the Web• Yahoo! Directories• DMOZ
Contact partners, affiliates and other organizational relationships.
What types of links are available?
Sidebar
Image
In Content
Step 5: Content
• Content for the site
• Press releases
• Articles
• Blog!!!
What content do I need to create?
What do I do with the content?
• Post on your website
• Post on others websites/blogs
• Article and press release syndication sites
• Facebook and Twitter
• Social news and bookmarking sites
• Blog!!!
Step 6: Reporting
@tarla // @Location3 // #L3Mnonprofit
• Keyword positions
• Organic traffic by keyword and keyword groups
• Total organic non-branded traffic
What data is important to SEO?
Mar '10
Jan '10Nov '09
Sept '09
July '09May '09
Mar '09
Jan '09
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Google Average Monthly Positions
Page 3 % Page 2 % Page 1 %
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00Branded vs. Non-Branded Leads
Branded Non-Branded
Keyword Search
Volume:
Google Adwords External Tool
Keyword Variations:
Google Adwords External Tool
Search queries
Google Suggested search
Check Backlinks:
Yahoo! Site Explorer
Website Reporting:
Google Analytics
Google Webmaster Tools
MSN Webmaster Center
Free Tools
N O N P R O F I T O N L I N E M A R K E T I N G
Social Media
@angiepascale // @Location3 // #L3Mnonprofit
@angiepascale // @Location3 // #L3Mnonprofit
@angiepascale // @Location3 // #L3Mnonprofit
Create a Fan Page
not a Group
@angiepascale // @Location3 // #L3Mnonprofit
Create a branded vanity URL
@angiepascale // @Location3 // #L3Mnonprofit
Customize your Fan Page with apps, Static FBML, boxes, etc.
@angiepascale // @Location3 // #L3Mnonprofit
Ask questions in status updates
@angiepascale // @Location3 // #L3Mnonprofit
Engage fans and encourage conversations
Start discussionsPoll/survey fans
Twitter is a two-way
conversation, not a
monologue
@angiepascale // @Location3 // #L3Mnonprofit
Build followers by following
relevant, interesting
people@angiepascale // @Location3 // #L3Mnonprofit
Ask & answer questions
@angiepascale // @Location3 // #L3Mnonprofit
RT generously
Compliment others
S O C I A L M E D I A
TwitterDon’t be like Augustus;
Use moderation
@angiepascale // @Location3 // #L3Mnonprofit
Join YouTube’s Nonprofit Program
@angiepascale // @Location3 // #L3Mnonprofit
Add keyword-rich title and tags
@angiepascale // @Location3 // #L3Mnonprofit
Add descriptions
@angiepascale // @Location3 // #L3Mnonprofit
Include branding elements in videos
@angiepascale // @Location3 // #L3Mnonprofit
S O C I A L M E D I A
Measuring Success
@angiepascale // @Location3 // #L3Mnonprofit
Which posts/videos had most responseWho interacted the most
Basic fan demographics
@angiepascale // @Location3 // #L3Mnonprofit
Record growth of followers, fans and subscribers from month to month
@angiepascale // @Location3 // #L3Mnonprofit
@angiepascale // @Location3 // #L3Mnonprofit
Increase of positive comments
Decrease of negative
comments
@angiepascale // @Location3 // #L3Mnonprofit
Referring URLs
Unique vs. Returning Visitors
Time on Site/Bounce Rate
GOOGLE ANALYTICS
S O C I A L M E D I A
Resources
• Facebook Fan Page Signup: http://www.facebook.com/pages
• Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm
• Facebook Vanity URL: http://www.facebook.com/username/
• TwtPoll: http://twtpoll.com/
• Yahoo! Answers: http://answers.yahoo.com/
• Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
• TweetStats: http://tweetstats.com/
• Bit.ly (URL shortener): http://bit.ly
• YouTube Nonprofit Programs: http://www.youtube.com/nonprofits
• YouTube Agent Change: http://www.youtube.com/agentchange
• YouTube Video Volunteers: http://www.youtube.com/videovolunteers
@angiepascale // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Web Analytics
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
What is Web Analytics?
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
What is the value of web analytics?
The value of web analytics is undeniable.
Web analytics data >> customer intelligence >> actionable insights >> improve site performance >> increase donations/volunteers
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Newton’s Third Law of Motion - Repurposed
For every action, there is an opportunity for an intelligent reaction.
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Web Analytics Cycle - Prior to Data Collection
Set Goals
@samanthabedford // @Location3 // #L3Mnonprofit
Implement Code
Analyze Data
N O N P R O F I T O N L I N E M A R K E T I N G
Web Analytics Cycle – Once Data Is Collecting
Translate Insights
@samanthabedford // @Location3 // #L3Mnonprofit
Inspire Visitors
Continually Collect Data
Reporting
N O N P R O F I T O N L I N E M A R K E T I N G
Free Tools
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
SOS Outreach – Analytics Success
116.50% increase in visits181.48% increase in page views30.01% increase in pages per visit36.40% increase in average time on site18.91% decrease in percentage of new visits
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
SOS Outreach – Analytics Success
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Analytics Services – Weekly Email Reporting
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Analytics Services - Reporting
Sample report and results from our insights
Before and after
Put together a basic initial look at their analytics……
Before Location3 Media
After Location3 Media
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Google Website Optimizer (GWO)
• GWO is a landing page optimization platform
• Lets various versions of landing page elements go head-to-head to see which combination generates the most volunteers/donations
Case studyhttp://www.searchenginemarketingstrategy.com/wwcs/
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Attention Wizard – Eye Tracking
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Crazy Egg Heat Maps
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Google Site Overlay Report
@samanthabedford // @Location3 // #L3Mnonprofit
N O N P R O F I T O N L I N E M A R K E T I N G
Mobile Marketing
M O B I L E M A R K E T I N G
Importance of Mobile
• SMS available on over 98% of ALL cell phones
• More than 100 billion SMS sent monthly
• 93% of adults ages 18 - 29 now have a cell phone
• 250 million American mobile customers
Source: Pew Internet Research, 2008 & 2009
Donations via SMS have generated more than $1 million in $5 gifts alone.
M O B I L E M A R K E T I N G
Importance of Mobile
Typical U.S. text messenger:
• 38 years old
• 51% female
• Sends/receives 357 text messages per month
Source: Pew Internet Research, 2008 & 2009
M O B I L E M A R K E T I N G
Haiti Case Study
January 12 Earthquake hits
January 13 Text HAITI SMScampaign debuts
January 13 $1.5M
January 14 $4.7M
January 17 $20M
M O B I L E M A R K E T I N G
Smaller Mobile Giving Projects
mGive’s Keep a Child Alive – Text ALIVE to 90999
St. Jude Children’s Research Hospital – Text HOPE to 90999
NASCAR Foundation – Text NASCARDAY to 90999
USA Cares – Text iCare to 90999
United Way – Text FIT to 864833
Best Friends Animal Society– Text PETS 90999
Go Red for Women American Heart Assoc. – Text HEART to 90999
MADD – Text MADD to 90999
M O B I L E M A R K E T I N G
Mobile Giving Foundation
• Organization that enables charitable giving over network of U.S. wireless carriers; they are registered in all states to accept wireless charitable solicitations
• 400 nonprofit organizations running more than 800 campaigns with $5 to $10 donation points
www.MobileGiving.org
• Participation rates range from 1.5% to over 18%
• Mobile giving campaigns often outpace online donor acquisition by a 3:1 factor
M O B I L E M A R K E T I N G
Mobile Giving Foundation
WHY DOES IT WORK SO WELL?
• Engage many contributors in a secure manner
• Fast course of action without wait or hold times
• Billing is accurate because of pre-determined dollar amount
• Organizations ability to see immediate results
• Ability for “texters” to respond immediately
M O B I L E M A R K E T I N G
MGF – How it Works
• Application is submitted to MGF for approval
• Once approved, develop campaign in conjunction with other donation strategies
• Work with MGF messaging platform
• Wireless carriers pass 100% of funds to MGF and MGF passes along donations to nonprofit
• Costs include short-code rental, reporting, and messaging charges
M O B I L E M A R K E T I N G
MGF – To Qualify
• Must be exempt from income tax under section 501(c)(3)
• Must be listed as a soliciting charity in the state where solicitations occur
• Must be in compliance with all state and federal laws
• Must be operational for at least one year
• For entire list of standards see: http://mobilegiving.org/Files/MGFGuidelines.pdf
N O N P R O F I T O N L I N E M A R K E T I N G
SOS OUTREACH CASE STUDY
SOS OUTREACHA Youth Development Charity
What is SOS Outreach?
• Headquarters: Edwards, CO• Status: 501 (c)(3) • Offers: Year round outdoor recreation programs
to build self-esteem • Total Participants: 4,500 yearly with recent
merger with Meet the Wilderness• 3,000 through snowsports and 2,000 through
adventure programs• Relies on 950 volunteers annually and 500
donors to produce programs
SOS Outreach: Key Audiences
SOS Outreach
Google Analytics
Site Usage June 1, 2009 – April 22, 2010:• 51,359 Visits• 196,939 Pageviews• 3.83 Pages/Visit• 51.17% • 00:03:25 • 61.54% % New Visitors to the Site• Visitors Completed 2,803 goal conversions
Integration of Social Networking
• SOS Outreach – Featured photos, videos, blogs post to Twitter using Twitterfeed.com
• Twitter connected to LinkedIn, MySpace• Facebook Fan Page – Posts to Twitter and
MySpace • Members of SOS Outreach can post content
they’ve uploaded to other social networks with one click
YouTube
Google Checkout ™ Integration
“My son has benefited enormously from participating in the SOS program. He can explore
challenges and friendships in an environment free from the pressures of school, and is recognized for what he brings to the team rather than by
academic standards.” “I have personally witnessed how SOS
transformed the lives of countless children in the middle school where I taught as well as the high school where I currently teach. It has helped kids
stay on the "straight and narrow"…kids who I could see were headed for a weak future.”
Impact
SOS OutreachP.O. Box 2020Avon, CO 81620970.926.9292sosoutreach.orgtwitter.com/sosoutreachfacebook.com/sosoutreachyoutube.com/sosoutreach
L O C AT I O N 3 M E D I A ’ S
NONPROFIT SEMINARTwitter //
@location3
Email // [email protected]
Phone // 720.881.8510
Facebook // facebook.com/location3media
LinkedIn // linkedin.com/companies/location3-media
YouTube // http://www.youtube.com/user/location3media