online marketing presentation to the ngo help without frontiers february 3, 2014
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TRANSCRIPT
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Online Marketing
A Must in Today’s highly connected World
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Your Website
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Objectives• Be Unique: What is
so special about you?
• Be Compelling: What so extraordinary about your story?
• What’s happening now? What’s the objective?
• Who do you want to talk to?
• Why? (Call for Action)
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Teamwork is key
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Group Creativity
• In most creative agencies, collaboration is key
• Different trades: market research, designer, copywriter, photographer, etc
• One Group Leader & One Team
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You are All Brand Ambassadors
You ask the people you know to recommend the best book, movie, product, etc…?
You like books, movies because they tell you a story?
Be a Brand Ambassador by telling YOUR story on line.
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Your existing Donors, Volunteers, students,…
are your Ambassadors
Keep them in your Email Database
Create retention by engaging in a “conversation” with them
Ask them for references, testimonials, sharing your info with their contacts.
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Everyone goes Mobile!
Make your website responsive = Desktop, tablet & Smart phones
Use Twitter, Instagram & Line on the go
Post photos/videos
What’s in it for the viewer? Donor sees the result of their contribution, Thank you note to the donors, the volunteers, your staff, etc = Be Grateful
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Blogging/News
Weekly News
What is the main Message/Purpose
Email: direct & private
Website = Shop’s Window
Call for Action
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What’s on line will be there forever!
Social MediaUseful & Powerful
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Social Media is a MustSpeak with one tone of voice, be truthful, grateful,
respectful & mindful
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Social Mediais universal, a perfect platform for an NGO, a Volunteer organization wherever it’s located.
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Social Media TipsTake baby steps: don’t try to be on ALL platforms
Tell your fans/followers compelling stories, to show them why they should Like/Follow you
Be ethical
Share pictures & videos
Use Alerts & Analytics
Never stop “listening”
Engage your audience
What’s in it for the viewer/reader, etc
Call for Action
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Ethics in Social Media
What you are ready to make public can be published online provided:
it’s ethical, respectful & mindful
it serves a purpose
It contributes to the community
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Use Alerts & Analytics
Set Google Alerts to monitor your presence online
use Facebook Insight: see who your fans are, to what they react most, how you can improve based on the data
Never stop testing: new platforms (ex: Instagram), new content, new photos, etc
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FacebookNr 1 Social Media Platform in Thailand
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Define your audience: Who do you want to have as fans? Why?
Bring in new fans: Sign all emails with your Facebook Page reference, Tell all your contacts (Email to your database), mention on all online and printed material
Acknowledge your present supporters by Liking their pages & Sharing their posts when relevant to you.
Post at least 3 times a week: short sentence, photo/viedo
Facebook Page Strategies & Tactics
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LinkedIn, THE Professional powerhouse
Just Launched: The LinkedIn Volunteer Marketplace: Connecting Professionals to Nonprofit Volunteer
Opportunities
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Content & IllustrationCraft compelling content, add photos/videos
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Compelling Content
• Because of Google new rules, Content is the prime source for research & visibility criteria on search engines
• Content is storytelling with photos/videos
• Imagine yourself as a “viewer”