NECB Digital Marketing

Transcription

1 NECB Digital Marketing for Nonprofits Presented by Janine Jacques, MBA, MSCIS, Ph.D

2 Bachelor s of Science Digital Marketing CERTIFICATE IN DIGITAL MARKETING

3

4 Marketers Ruin Everything Understanding emerging trends, technologies and media channels Leveraging the power of marketing via mobile devices, social networks, graphic design and the Web Knowing where to find, and how to engage new & existing customers Listen to you customers - reply in real-time.oh and manage all that HOURLY.

5 Getting your audience to listen.

6 They are onto us!

7 Change Your Strategy Transactional to Conversational

8 Online Giving Online giving grew by 13.5%, while overall charitable giving grew by 4.9%. Of all charitable giving, online giving accounted for 6.4%. Small nonprofits grew their online giving the most. 31% of annual giving occurred in the month of December. 12% of annual giving occurs on the last 3 days of the year. Donations made on "Giving Tuesday" rose 148% from Website traffic for nonprofit websites rose 11% from the year prior. Monthly online giving grew 32% from the previous year. One time online giving grew 9% from the previous year. Source:

9 Number of Non-Profits More NPOs competing for donor dollar$ 1,600,000 In ,000 In 2005

10 One more reason its harder to raise money

11 Asking for Donations Donations are about you, but not FOR you People give money based on relationships

12 Authentic Posts

13 Creating Memes

14 Photos PicMonkey Paint.Net (free download) Copyright & Social Media Social Media Shares versus Google Images Creative Commons

15 WIX DoodleKit Weebly Sitebuilder WordPress Web Design Platforms Nonprofit Soapbox a service that specializes in setting up websites for nonprofits based on the Joomla content management system

16 Fiverr ~ inexpensive graphics & design

17 Simple Web Design Tips Empathy = Tell your story. Show your story Focus on building a brand with logo and fonts Add technology (widgets & plugins) Monitor your pages to measure interest & engagement Responsive Design Be unique Be bold

18

19 Pick a Platform Source:

20 Smarter Platforms get smarter Facebook EdgeRanker 1. Affinity Score 2. Edge Weight 3. Time Decay it's invisible, it's important, it's unique to each user, and no one knows exactly how it works

21 Affinity Score Affinity Score means how "connected" a particular user is to the Edge. Facebook calculates affinity score by looking at explicit actions that users take, and factoring in 1) the strength of the action, 2) how close the person who took the action was to you, and 3) how long ago they took the action. Explicit actions include clicking, liking, commenting, tagging, sharing, and friending. Each of these interactions has a different weight Affinity score measures not only my actions, but also my friends' actions, and their friends' actions. Lastly, if I used to interact with someone a lot, but less so now, then their influence will start to wane. Affinity score is one-way.

22 Edge Weight Each category of edges has a different default weight. In plain English, this means that comments are worth more than likes. Every action that a user takes creates an edge, and each of those edges, except for clicks, creates a potential story. Facebook changes the edge weights to reflect which type of stories they think user will find most engaging. Photos and videos have a higher weight than links. Facebook may actually rank the act of commenting, liking, visiting a fan page, or even fanning a page differently depending on the source. For example, becoming a fan via an ad may have a lower Edge score than becoming a fan by searching for the fan page and then becoming a fan.

23 Time Decay As a story gets older, it loses points because it's "old news." EdgeRank is a running score--not a one-time score. When a user logs into Facebook, their newsfeed is populated with edges that have the highest score at that very moment in time. Your status update will only hit the newsfeed if it has a higher score--at that moment in time--than the other possible newsfeed stories. Facebook seems to be adjusting this time-decay factor based on 1) how long since the user last logged into Facebook, and 2) how frequently the user logs into Facebook.

24 Best strategies. Increase Affinity Score Build and nurture relationships with your Facebook followers with conversations around the things that you post and make sure to follow up with the people who comment on your posts. Gain Edge Weight Increase the weight of the Edge with comments, Likes, and shares. Try creating a status that poses a hot or topical question or create amazing original content Offset the Time Decay Factor Timing is everything when is your audience online? Find the perfect balance of posting frequently enough to remain fresh and infrequently enough to not overwhelm your followers. Take Advantage of Trends Transgender, ISIS, Donald Trumps hair be fun, be funny, be authentic Share Related Content Sprinkle in links and mentions to other thought leaders in your field. STOP selling Start talking.

25 Pay to Play. Facebook Sponsored Ads Boosts Instagram Highest brand engagement Snapchat Discover platform Expensive to advertise - Ad pricing report to be averaging $100 per thousand views Twitter On average, tweets only reach around 10% of followers Pinterest Pinterest is also finally moving towards monetizing its platform through the use of Promoted Pins

26 Charitable Giving through Facebook Visit

27 Ad Manager

28 Boosts and Target Ads by Location

29 Look A-Like Audiences

30 Custom Audiences

31 Join the conversation in Twitter Add Value

32 2. Marketing Test and View your s for MOBILE Platforms

33 Share your news on your site

34 Constant contact Campaigns NECB Lists

35 Mobile Campaigns

36 Say it in Images

37 Text to Pledge versus Text to Donate Text to Pledge: Sending a text message to a keyword (e.g. ERN) and shortcode (e.g ) receive a reply text asking for donation amount. Redirect to a payment process. Text to Donate: Sending a text message to a keyword (e.g. HAITI) and shortcode (e.g ) in which $5 or $10 donations to a charity are added to the wireless subscriber's phone bill, collected and remitted to the designated charity.

38 Text ERN to Long Code or Short Code

39 Txt2Give

40 Make Collection Easy with Paypal.me

41 Not all Donors are the SAME

42 3. Measure your results HootSuite and SproutSocial both allow you to update multiple social networks, to collect data, view analytics reports, and schedule posts in advance. Hootsuite is the better choice for Small Business and Nonprofits Sprout Social is better for Analytics and Customer Support

43 Google Analytics Facebook Insights Twitter Analytics Free Analytics

44 Shorten it up with Bit.ly

45 Compete.com Quantcast.com 4. Watch your competition

46 Google Adwords Google Plus Wikipedia GuideStar Digital Presence Google your Nonprofit

47 Content is still King in % of online decision-makers prefer to get company information in a series of articles versus an advertisement. 90% of consumers find custom content useful 78 percent believe that organizations providing custom content are interested in building good relationships with them. 58% of consumers consider companies that produce video content to be more trustworthy. 71% of consumers say that videos leave a positive impression of a company. Get Influencer Backing from stakeholders and supporters

48 Be a voice Enter the conversation Be relevant Be a thought-leader Share Links Call to actions Blog

49 Blog ~ content ~ Sharing

50 Periscope Partnerships Conferences Share on Social Calendars #hashtag your event Sharing Contest Blog about it. AMPLIFY

51 Eventbrite traffic

52 WordPress Plugin

53 More Plugins Shareaholic Constant Contact by MailMunch

54 Supporters, Employees, Board of Directors are Brand Advocates Make sure your Board of Directors is active and sharing Give Get Get off Or SHARE Watch your comments Shares and Retweets Collaborate with Influencers in your field

55 Find your tribe Join the conversation Selling Robotics? chat, and work it like a cocktail party.

56 Connection with audiences

57 Comment, post to pages and message

58 Social Enterprise Strategy

59 MatchMe.org

60 Tools for Gift Matching

61 Questions?