Online Marketing 101 and beyond for Non-Profits in Hong Kong
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Transcript of Online Marketing 101 and beyond for Non-Profits in Hong Kong
![Page 1: Online Marketing 101 and beyond for Non-Profits in Hong Kong](https://reader031.fdocuments.us/reader031/viewer/2022030318/58ee4cc51a28abc42c8b4669/html5/thumbnails/1.jpg)
How to be found in 2016?
Use your iPhone 6!
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Use your iPhone 6!
Just kidding…
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iMarketing 6!!!
How to be found in 2016?
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Contents
1. Marketing Landscape
2. Examples of Options
3. Resources Moving Forward
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Specially customized for the Chicken Soup Foundation
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And…
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Hong Kong Ballet
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And…
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Sheng Kung Hui Kowloon City
Children and Youth Integrated Service Centre
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Before we start
1. Take lots of notes
2. Ask questions actively
3. Please focus…
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Why?
Free Money
Est $1600
to...
$16,000 HKD
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Proof?
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Why again?
Learn
Valuable
Skill(s)
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Why – 1 last time?
Rather, WHY would I spend
my day off giving
free and potentially valuable advice?
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If you like today…
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Enough of the why...
Let’s get started with…
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What
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Contents for Today:
1. Marketing Landscape
2. Leveraging Options
3. Measuring Results
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1. Marketing Landscape
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Before we do Online…
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Top Marketing Channels
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Getting back…
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Little (VERY) overwhelming
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KISS
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SEMSEO
Email Social
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Why did I pick these 4?
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Bezos
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2015 Revenue
$107,000,000,000+ USD
Or
$800,000,000,000+ HKD
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How?
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Ubiquity Online
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SEO/SEM Associates
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Can I repeat?
$107,000,000,000+ USD
Or
$800,000,000,000+ HKD
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Can I repeat?
Ubiquity
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Cometh the hour
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Me before you
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Roomhate
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Can I repeat?
Ubiquity
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More proof/anecdotes
1. Rich Barton (Expedia) - $5 mill/month
2. Wikipedia
3. Reddit
4. Facebook
5. WPP’s shift
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Even more proof…
Philip Lader, chairman of WPP PLC, the world’s largest advertising holding company, said this trend is being driven primarily by clients’ desires to “optimize their media spending in an increasingly digital media environment.”
~2015
http://blogs.wsj.com/cmo/2015/06/09/wpp-chairman-says-shift-to-digital-media-leading-to-wave-of-agency-reviews/
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Why did I pick these 4 (again)?
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We could go on for hours
1. Google’s numbers (SEO/SEM)
2. Email’s numbers & efficacy (Email)
3. Facebook’s numbers (Social)
4. Twitter’s numbers (Social)
5. Instagram, Snapchat (Younger Social)
6. Weixin, WhatsApp, Kakao, Line (Asia & #’s)
7. Google in HK
8. Google in Korea
If I had more time to, I would provide details to
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2. Leveraging Options
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What is SEO?
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Using KISS w/ SEO
1.On site variables
2.Off site variables
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1. On Site
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Important Factors
VERY Important!!
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HTML/Source
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Title Tag
<title>Chicken Soup Foundation</title>
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• KEYWORDS
–Volunteering in hk
–Helping kids
–Non profits for kids
–Tax donation write offs
–Making kids lives better
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Content, Images & Links
• Text
• Pictures
• Outbound links
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HTML/Source
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Audit
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Audit Results
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Audit Results
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Audit Results
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Audit Results
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2. Off Site
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= Link Building
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Links Audit
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Ideas
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Many Ideas
http://pointblankseo.com/link-building-strategies
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Ideas Cont’d
http://pointblankseo.com/link-building-strategies
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Resources/Links Pages
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View Peers
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Research Competitors
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Profile Pages
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Other Ideas
• Ease to link to you
• Link out
• Interlink
• Get people to read your content (b)
• Create RSS feed
• Build Relationships
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Realistic Expectations
1.On site - quick
2.Off site – very time consuming
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So…
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SEMSEO
Email Social
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SEM is Immediate
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aka…
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https://www.youtube.com/user/learnwithgoogle/videos
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SEMSEO
Email Social
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1 of 2 Most Popular
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Ubiquitous
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$500k/year Blogging
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My recommendation
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John’s solution
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So many…
https://zapier.com/learn/ultimate-guide-to-email-marketing-apps/best-email-newsletter-software/
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SEMSEO
Email Social
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Smiling for a reason
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2013
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2016
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Smiling even MORE!
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How?
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SEMSEO
Email Social
++Bonus
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https://www.quicksprout.com/the-definitive-guide-to-copywriting-chapter-1/
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Use Pathos
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SEMSEO
Email Social
++Bonus #2
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Idea #88
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Successful Example #1
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Nearly 10 years ago…
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Today
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5 years ago
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Following Patel’s Advice
1. Find & publish killer content
2. Feed and fuel curiosity
3. Know audience completely
http://contentmarketinginstitute.com/2015/05/learn-popular-blogs/
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Successful Example #2
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Most Pop Keywords Study
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Most Pop Keywords Study
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Following up
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Successful Example #3
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New Pathway
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Successful Example #4
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SanLi
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The Edge
Vs.
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Successful Example #5
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The EdgeYear over Year Results
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The Edge
Significant Growth
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Extra Validation
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After Leaving
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3. Resources for Future
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https://topnonprofits.com/lists/best-nonprofits-on-the-web/
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Resources
• SEO
– Seomoz.org
– SEObook.com
– Wikipedia.org
– SearchEngineLand.com
– SimilarWeb.com, Alexa.com
– Google.com – Search Engine Guides & Support
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Resources
http://www.seobook.org/
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Resources
http://watchstreetconsulting.com/nonprofit-online-marketing/
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Resources
• General Online Marketing
– AdAge.com
– Pinterest – Many Infographics
– Just search (Google)
• What? All the terms from earlier, but honestly just start with “online marketing” in Wikipedia & expand from there
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Resources
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Resources