Digital Marketing Guide For Your Non Profit

Presented To

May 24, 2011Georgianne Brown Co Founder & Managing Partner Big Couch Media Group 

Big Couch Media Group • South Florida based digital strategy agency.

• Principles. former senior digital executive leadership in publicly traded and large organizations in travel, financial services, health / wellness, and online retail.

 • The BCMG team has extensive experience in assisting

emerging growth organizations develop, implement, and optimize results oriented digital strategies.  • Strategic Consulting• Interactive Development & Design • Interactive Marketing • Social Media • Mobile

Introduction

• In today’s world it is critical to the success of any organization to integrate digital strategies as a key component of your overall plan

• There are many companies introducing and providing free or low cost digital marketing channels for non profits

My Personal Goal…..

….. You learn something new, and implement one thing…..

 Agenda

• Optimize Your Website • Google for Non Profits • Local Directories• Social Media • Group Buying Sites for Non Profits • Mobile• Email Marketing • Tracking and Analysis • Resources • Summary

 

Your Digital Strategy Must Be Device Agnostic

Optimize Your Website • Consumers will visit your website to gather information, verify credibility, build

trust, and use as a mechanism to interact with you – Make it easy!– Professional look and feel, as well as simple and intuitive navigation – Comprehensive content – your mission, history, programs, news, board,

staff, contact information, calendar of events, etc. • Answer the key questions from constituents about your organization – build trust.

– SEO – Ensure site architecture (friendly URL’s, etc.), content is optimized for search, meta tags and descriptions, and ensure you are constantly adding new content, i.e. blog, press releases, articles, etc.

– Leverage video and images as a way to showcase your organization – Ecommerce enable your site, incorporate ticket or event sales if applicable – Provide the ability accept donations online – many services available – Integrate social media – Facebook (including “Like”), Twitter, and blog– Integrate event registration and payments if applicable, i.e. Eventbrite,

Chipin, etc. – Consider mobile optimized version of site

 Google for Non Profits

• Google has many tools, recently enhanced and streamlined (one application)to assist non profits reach a wider audience, as well as improve operations: • Google Adwords • Google Grants • YouTube • Google Apps (email, calendar, etc.)• Google Sites• Google For Non Profits Marketplace• Google Places

• Information @ www.google.com/nonprofits

• Monthly newsletter available

 Google Adwords

• Google AdWords only reaches people who are interested in your organization’s information and services.

• When a Google user searches on keywords related to your organization, your ad will appears next to relevant Google search results under the Sponsored Links sections.

 

Example: Search & Result

 Google Grants

• Google Grants is an in-kind donation program awarding free $10,000 in FREE AdWords advertising to approved charitable organizations.

• Google supports various types of organizations in the areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.

• Organizations must have a Google account, and apply on line - Information @ www.google.com/nonprofits

 

 YouTube • YouTube is the largest online video community boasting over 60 billion videos

watched each month.

• YouTube has a specific program tailored to non profits.

• Consider creating a YouTube channel and leverage video as a powerful tool to communicate your organizations mission and message.

• YouTube’s Non Profit Program Benefits include:

• Premium branding capabilities and increased uploading capacity • Option to drive fundraising through Google Checkout “Donate” button• Listing on the non profit channels and the non profit video pages • Ability to add a “call to action” overlay within your videos• Posting a video opportunity on the YouTube Video Volunteers platform to

find potential users to create your video

• Monthly YouTube Non Profit Group newsletter

• Information @ www.youtube.com/nonprofits

 Google Sites

• For organizations on very limited budgets, Google Sites, is an easy and very basic way to create a simple website.

• Sites are created using off the shelf templates and includes basic content features, i.e. navigation and global footers.

• There are also several other free website building tools such as Yola, etc.

• Information @ www.google.com/sites

 Google Places • Google Places is the mechanism for you to optimize

your organization listing within Google and be found.

• Ensure you claim or list your organization and optimize content.

• Encourage members to add reviews.

• Premium placements available with• Google Boost – paid on a per click basis

• Information @ www.places.google.com/business

 Local Directories • Like Google Places, there are several other major national

and local directories that you should ensure you have claimed your organization and optimized the content.

• National directories:

• YellowPages.com • Yahoo Local • MerchantCircle.com

*Note: YextTags.com for an annual charge of approximately $299 per year will get your optimized across 15 local directories

• Local directories: • HelloMiami.com• MiamiandBeaches.com

 Social Media

• What is Social Media?• The Social Media Landscape• Why is Social Media Important? • Getting Started Considerations• Niche Social Media • Other Social Media

 

What is Social Media?

  “Social media is the use of web-based and mobile

technologies to turn communication into interactive dialogue.”

  

- Wikipedia.com

Social Media Strategy

The Social Media Landscape

Why is Social Media Important? • Ability to Bring Your Organization to Where Your Target Constituents

are Gathering – Content Distributiono Facebook: Over 600 million users; 250 million joined in 2010o LinkedIn: 100 million members, conducting over 200 billion searches in 2010

• Brand Reputation Management  - Be In the Conversationo It is now very easy to see what people are saying about you and quickly

respond 

• SEO - Rank High in Search Engines o Google LOVES social media – Social media must be an integrated aspect of

ANY successful SEO strategyo Bing recently introduced social media posts as part of its search results

• Extremely cost effective channel to connect and engage with associates and potential constituents – Casting a Wider Net

• IT’S NOT A PASSING FAD……

"Getting Started" – Considerations

 • LinkedIn • Facebook • Twitter   • Organization Blog • Niche Social Media

…..Why?

• The largest social network dedicated to business networking – over 100 million members.

• Cost effective way to introduce and pursue support for your organization to many C level executives, major national and local companies, and other important professionals.

LinkedIn – Organization Profile

o Create a robust organization profile (recently enhanced by LinkedIn):o Products & Services -

descriptions / images o YouTube Videos o Offers o Organization Address o Twitter Integration o Blog Integration o Request Recommendationso Solicit Followers o Link to Website o Encourage associates and

board to link their personal profile to organization profile

o Analytics now availableo Potentially test targeted paid ads

(PPC)

LinkedIn - Personal  Profiles• Create a robust personal profile • Aggressively reach out to build your

network through past and present business associates, colleagues, and clients  • Personalize message in request

• Request recommendations • Join related groups or start a group• Engage with status updates• Link Twitter & Blog• Event participation • Slideshare presentations • LinkedIn “Skills”, ability to highlight

skills, certifications, languages, and patents

Facebook

• Create an optimized Facebook Fan Page o Robust description o Contact information  o Photos o Videos

• Build Fan base o Employees o Members  o Related groups

• Engage in conversation o Regular updates – events, photos, news, PR, etc.  o Monitor and answer inquiries

• Consider targeted paid ad campaigns  

Facebook Places

• Facebook’s entrée to Location Based Services• Information and / or

entertainment available via mobile that leverages GPS

• Claim your organization on Facebook Places

• Integrate as part of any upcoming events – i.e. encourage or provide attendees an incentive to check-in

• Leverage Facebook Deals as appropriate

Facebook – Causes

• Facebook application that can be leveraged to engage in social fundraising  

Facebook “Like”

• Link your website to Facebook : • Facebook Connect – Single

sign on • “Like”

Facebook Non Profit Resource Center

Twitter • Optimize Twitter page  • Build Followers  • Integrate Twitter as a

method for short and immediate messages:o Announcements o Events o Fundraising

Twitter Fundraising

Other Social Fundraising Sites

Organization Blog • Establish Blog

• Blog Platforms:• Blogger • TypePad • WordPress

• Tips for a successful blog:• Helpful content • Original content • Events • Lists • Updates

• Follow relevant topics or announcement through Google Alerts as a method for content building for blog.

• Link to other social media

Niche Social Networks • Other niche focused social networks have been introduced

specifically for the non profit sector. • Great channels to further expand your digital footprint.

• Jumo.com • VolunteerMatch.org

Connect Your Social Media

• Link your social media, as they all work together. 

• Leverage aggregated services, i.e. OnlyWire, HootSuite to automate messages across social channels.

• Integrate company social media your website.

• Add your social media to your email signature.

Group Buying Sites for Non Profits

• Location-based group buying, i.e. Groupon and Living Social, has expanded from the for-profit sector to the non-profit space.

• New sites specifically built and targeted with a charitable focus in mind have emerged: – Philanthroper– Deals for Deeds– CauseOn– Deal Gooder– Sharing Spree– GoodTwo

Email Marketing • Email marketing continues to be one of the most effective

digital marketing channels. • Leverage as a way to communicate key organization

messages, events, etc. • Build an opt in email through your various points of contact

with your constituents – Website – Events – Telephone Contacts

• Tools for email communication, Constant Contact, Mail Chimp, Vertical Response

• Most ESP will offer for free to NPO’s

SEO (Search Engine Optimization)

• SEO is an important aspect of any digital marketing program and is comprised of two key components: – On page strategies which optimize the content and

pages on your site resulting in your organization displaying within the "organic" section of Google

– Off- page strategies will build valuable and relevant links back to your website. These relevant links indicate to the search engines your site is "important" or has "authority" and will result in significant increases in your search engine ranking, resulting in increased traffic to your site. 

Mobile• As smartphone adoption continues to grow at a

rapid pace, many non profits, both small and large are leveraging mobile to educate, activate, and engage with their constituents:– mWeb – Mobile optimized website – SMS messaging

• Text to give campaigns • Information and engagement • Integral part of marketing campaign

– Location based services (check in)• Foursquare • Gowalla • Facebook Places

Tracking and Analysis

• Make sure you track and analyze all your efforts - establish KPI’s (key performance indicators)

• Implement Google Analytics (free) to monitor:– Traffic & visitors to your website – What content are people most interested in – Conversion metrics (if applicable) i.e. donations, ticket

sales, etc.

• Establish Google Alerts for your organization or key staff & board members to monitor online media mentions or

activity.

Resources

Digital marketing is evolving and ever changing, therefore it is critical that you stay current.

• Daily Newsletters: o Mashable (trends)o eMarketer (statistics)

o Websites o DMNews o iMediaConnection

• Several good Digital & Social Media Groups on LinkedIn

Summary

• Embrace digital as a key strategy for your organization. • Lead by example within your organization. • Allocate resource (internal or outsource) directly responsible

for executing your digital marketing program.  • Integrate the concept internally - "casting a wider net". • Measure your results. • Stay educated. • Have FUN!

Georgianne Brown Co Founder & Managing Partner Big Couch Media Group 

www.linkedin.com/company/big-couch-media-groupTwitter:  @BigCouchMediaFacebook: www.facebook.com/bigcouchmediagroupBlog:  www.bigcouchmediagroup.com/blog

georgie@bigcouchmedia.com LinkedIn:   www.linkedin.com/in/georgiannebrown Twitter: @georgiannebrown