Organizing Engagement

Speakers: Temitayo A.

Osinubi

Michelle A.

Bassett

Social Media In Context

Who is DMA?Why Listen?

Temitayo A. Osinubi Michelle A. BassettBachelor’s Degree in Internet Marketing

From Full Sail UniversityMaster’s Degree in Internet Marketing

From Full Sail University

What We’re Not

• Self taught• Self proclaimed Gurus• Really Strong in Chosen

Area/ Weak in Others

Well Rounded Skillset

vs

While you may share your laptop or tablet, very few share their smartphone. It’s uniquely ties to the individual.

A Functioning Site

Putting Social Media

In its Place!Marketing has changed more in the last two years then in the preceding 50. However most people market as though it’s still 2010. The moment Facebook went public the free ride was over. We’ve officially entered the age of pay-to-play social media.

We focus on strategy over technology. Be emphasizing mobile humans, how they behave and what they need.

Getting Away From Facebook

Get digital data from non-digital activities.Organization

It’s rare for smartphone owners to be more that three feet from their device at any given point.

Building the List

2015: How Important is a Website?

• This is a real question…

Elements of a Function Website

Elements of a Function Website

1. Looks Professional2. Has clean easy to understand & navigate3. Has professional images4. Conveys a clear message5. Is Mobile Friendly/Responsive

What People Think when You Don’t Have A Properly Working Site

1. You aren’t a real organizationA. You can’t be trusted with moneyB. You aren’t going to be effective

2. You aren’t forward thinking

Reason 1: I don’t need a website.I use social media.

– What if Facebook/Twitter bans your account?

– What if you are no longer allowed to have access to your social media account?

If you can’t control it controls YOU! Stop depending on social media.

Reason 2: Websites are too expensive.

– “Expensive” implies lack in value. It’s more expensive not to have a website than having one.

– Controlling Your Own Site is like Buying Black.

Reason 3: I can e-mail people and let them know what they need to know.

1. Your e-mails are probably going to spam2. If not going to Spam they are probably not

getting opened3. Having People come to you on THEIR terms is

more productive in many ways

Reason 4: “I don’t know how to get {maintain/build} one.”

– It’s 2015 there is no more I don’t know– Check your organization first– Using WordPress is like sending an e-mail once it’s built. Can

you send an e-mail?– There are places that offer $500 WordPress Sites

• So it doesn’t have to be “expensive”.

Reason 5: “I read somewhere that people don’t use websites no more.”

1. Unread that now!2. People confuse desktop

use with mobile use.3. People still use the

internet and they view stand alone sites more than ever.

Sooo… I should Stop Using Social Media and E-mail

But…They should be Secondary, not primary.

Recap: Benefits of Having a Functioning Website.

1. YOU own your contacts and list, not some site that’s not in your control.

2. You can create and post what ever you want without fear of censorship

3. You attract more people and donations/ grants4. You give people the option of really getting to research your

organization from YOUR point of view.

Social Media: Missing The Point!

• The whole point of social media is to get people back to your site to take some desired action.

• If you use it in any other way, you’re doing it wrong!

Consider Switching Platforms

If You Only Learn 1 Thing• The way the data is structured is exactly opposite!

• The LONGER a piece of content is in Google+ the MORE likely it is to be found and you to get connected through it.

• The LONGER a piece of content is in Facebook the LESS likely it is to be found.

It’s not all bad

Hangout On Air

Still Driving Getting Engagement11 Months Later!

Re-energize Evergreen Content

• Posts can still drive traffic years later

• Once they become stale, edit them, re-share, and it’s like a new post but with built in social proof.

• Google+ really is a different animal and requires different tactics.

Infiltration Mitigation• Only real names on Google+.• The old way SEO worked was keyword

driven.• Now the web is more content and

contact based.• Helps search rankings.• When you connect on Google+ you

become more relevant to those people.

• My search result won’t be the same as your search results for the exact same term because who we’re connected to is different.

Who Owns What?

• You control NOTHING on Facebook.• They’re renting YOUR audience to you!!!• Free ride is OVER! Welcome to Pay-to-play

or

If you can’t control it controls YOU! Stop depending on social media.

Recap

• Facebook is still the best consumer targeting money can buy!

• Still recommend PPC Display Ad Campaigns– Just keep it in its place (don’t over-rely).

Email Autorepsonders

• Centralized Location• Keep your Messages out of Spam• Keep your message in front of your audience

on a timed message system• Send current information immediately to your

e-mail list

Can be run by multiple people

Email Best Practices

• CAN-SPAM Act– Fines up to $16,000 per email sent!

• 500 emails x $16,000 = $8,000,0000

• Scrub your list to remove lurkers– Mitigate infiltration

The Power of Text Messaging

• Engagement is 2nd to none!– Seldom, if ever, ignored.

• Build email list– Text opt-in

• Donations– Text to Donate vs. Text to Pledge

• US Smartphone Penetration is 65%– 99% of cellphones are text enabled.

On Par with SS#

• Single User Device Unique to the Individual.• 98% of text messages get opened.• 90% are opened within three minutes of

sending.

Limit six commercial messages per month

Text to Donate vs. Text to Pledge

Higher Cost/Higher Conversion Rate

Lower Cost/Lower Conversion Rate

The more steps you require the less likely they are to be completed.

Amount added to phone bill.Paid directly from carrier.

Link to 3rd party payment processor(PayPal).

Organizing the Organization

Problem: How to get people in different statesto work as one.

Solution:

3 Reasons to Stop Using Conference Calls

1. Time Zones: 12pm in New York is 9am in California

2. Late Comers are Distracting3. It’s Not Interactive

So What’s the Alternative?

Place Holder for Michelle

• Live Communication• Works on Cell Phones as well as Computers• Interactive• Can be recorded and viewed later

Don’t Use Out Dated Communication Methods

Use Cloud Technology

Work in Real Time on:WordExcelPower PointForms

Organize Social Media

What Does This Accomplish?

Have a Centralized Area for Documents

1. Everyone has access to the same files.2. Documents can be edited by groups in real time.3. You never have to wait for someone else, or hunt around for information.4. You never have to worry about losing data.5. If someone leaves the organization their information stays put.

Communicate Like a Colony

Keep Everyone in the Loop

• Show off your work• Leaders: Keep up to date with all projects at a

glance• Teammates: See what your partner’s doing• Meet deadlines as a team

Have Public Progress Reports

Make Sure Everyone Knows Their Roles and Their Supporting Members

Example

• Marketing Team– Kim |Flyers|Phone #– Brian|Social|Phone #– Andrew |Website|Phone #– Taylor |Emails|Phone #

Make Sure Everyone Knows Their Roles and Their Supporting Members

• Fundraiser Team– Paul |Ideas|Phone #– Zoe|Pitch Person|Phone #– Ian |Baker|Phone #– Mary |Baker|Phone #

This Document Should be Accessible Via Google Drive

Life is Hard Without a DVR• Use Google Hangouts for

meetings• They are more interactive

Most Importantly• They are RECORDED

Record Meetings For Those Who Can’t be There

Recap: The Organized Organization Strategy

1. Don’t Use Out Dated Communication Methods2. Have a Centralized Area for Documents3. Have Public Progress Reports4. Make Sure Everyone Knows Their Roles and Their

Supporting Members5. Record Meetings For Those Who Can’t be There

All this & More

From the genius minds of Michelle A. Bassett and Temitayo A. Osinubi this enlightening tale will broaden your horizons and forever change the way you view professional Internet Marketing.

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