Media Trifecta For Non-Profit Marketing
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Non-Profit marketing strategy plan.
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Media Trifecta For Non-Profit Marketing
- 1. MEDIA TRIFECTA FOR Korena Keys & Michael Cornette @keymediaceo
- 2. THE IDEA Think of your media list as a POEM. Paid Owned Earned Media @keymediaceo
- 4. PAID MEDIA Efforts in which you “pay to play” Television Advertising Radio Commercials Newspaper Ads Paid Search There is complete control over creative, content and marketing spend. @keymediaceo
- 6. OWNED MEDIA Anything your organization creates and distributes within your own channels. Website Content Blog Newsletter Social Media Keep in mind – there is a lot of time and effort behind earned media, despite it being “free”. @keymediaceo
- 7. OWNED MEDIA
- 8. EARNED MEDIA This is the natural result of public/media relation’s efforts, campaigns, events and crafted content. Social Media Mentions News Coverage Public Service Announcements Blog Shares Organic Search @keymediaceo
- 10. MEDIA TRIFECTA @keymediaceo Paid Media Owned Media Earned Media ADVERTISING Pay per Click TV Ads Radio Ads Newspaper Paid Content CORPORATE PROPERTIES Website Blog Site Social Media SHARING Mentions Shares Reviews Reposts SEO
- 11. MEDIA TRIFECTA @keymediaceo Paid Media Owned Media Earned Media ADVERTISING Pay per Click TV Ads Radio Ads Newspaper Paid Content CORPORATE PROPERTIES Website Blog Site Social Media SHARING Mentions Shares Reviews Reposts SEO Propel Sharing & Engagement With Paid Promotion Brand Content Drive Earned Media (sharing) and Online Searches Increase Exposure to Web Properties with Paid Advertising
- 12. MEDIA TRIFECTA @keymediaceo Paid Media Owned Media Earned Media ADVERTISING Pay per Click TV Ads Radio Ads Newspaper Paid Content CORPORATE PROPERTIES Website Blog Site Social Media SHARING Mentions Shares Reviews Reposts SEO Propel Sharing & Engagement With Paid Promotion Brand Content Drive Earned Media (sharing) and Web Traffic Increase Exposure to Web Properties with Paid Advertising Leverage Owned, Earned, and Paid Media for a Comprehensive Media Strategy
- 14. YOUR STORY Develop your “story” and use your content across multiple mediums to deliver the message. Who you serve? What you do/offer? Why it’s important? How are you different? How do you do it? Why do I care? Where you do it? Now assign a champion (or two) to manage your marketing. @keymediaceo
- 15. DEFINE YOUR GOALS Fundraising Brand Awareness Engagement Supporter Loyalty Website Traffic Volunteer Recruitment Advocacy @keymediaceo
- 16. DEVELOP A STRATEGY How does your story transition into content? Be Generous Think of communication as a gift Empower with how-to and information Be Genuine Show the personal side of your work Give a “behind the scenes” view Be Grateful Give your fans/followers/donors credit Share your successes @keymediaceo
- 17. MEDIA = MESSAGE DELIVERY Determine the Best Channels for Your Message and Goals Website (First and Foremost) Television Cable Newspaper Billboard Radio Social Media (Google+, Facebook, Twitter, Instagram, Tumblr) Email (Daily as well as e-newsletter) Search Engine Online Directories (Yahoo, Yelp, Local, GuideStar) @keymediaceo
- 19. METRICS FOR SUCCESS Measure What Matters Donations Received Web Traffic Social Media Shares & Engagements People Served Volunteering Hours Subscribers Brand Lift (Awareness) @keymediaceo
- 20. Michael Cornette Korena Keys General Sales Manager, KSFY TV CEO, KeyMedia Solutions Mcornette@ksfy.com Korena@KeyMedia.Solutions @KeyMediaCEO
Editor's Notes
- Although many find poetry intimidating, the benefits outweigh the struggles. Convey emotions Express ideas Create something beautify from otherwise ordinary words Tell a story
- Paid Media: Positive publicity gained through paid advertising Owned Media: Promotion channels that you control, such as your website, Facebook Page and Twitter account. Earned Media: Positive publicity gained through promotional efforts other than advertising.
- http://blog.hootsuite.com/converged-media-brito-part-1/
- http://blog.hootsuite.com/converged-media-brito-part-1/
- Your website should be the hub for all marketing, messaging, and activity. All advertising – paid, earned, or owned – should include your website URL Your website should be the information source for volunteers, donors, media, and anyone else wanting to learn more about you and your mission. Host a blog or news site that is updated regularly – talk about what you are doing, who you are serving, the results of your efforts, and how to get involved Optimize your site so that visitors can quickly DO the one thing you want them to do (donate, volunteer, join a mailing list)
- Owned and Earned Media This is the section that most marketers equate with inbound marketing – publish lots of owned and earned blog posts and articles frequently, organically distribute them through social media and watch Google drive traffic. This process produces a lot of benefits, but without a strategy for the other sections it will be difficult to show real ROI. Purpose: Generate traffic, educate prospects, grow brand, produce thought leadership, build community, produce outside advocates, reduce churn Tip: Publish blog posts with frequency and consistency. According to Kuno Creative’s Content Marketing Manifesto, publishing five to ten posts per week led to a 633% increase in leads versus just two to three posts per week. Landing Pages This is a critical aspect of an inbound marketing campaign. Having lots of good free content is great, but morally bribing website visitors for their email and IP address using gated content is just as important. Once this information is captured, the visitor is no longer anonymous and their content consumption can be tracked and scored. It also allows for future email communication. Purpose: Capture email and IP addresses Tip: Analyze and value the inbound and outbound marketing channels that led to conversion with attribution modeling. Use this data to adjust tactics in the first section. http://www.mewventures.com/ http://blog.hootsuite.com/converged-media-brito-part-1/
- Maximize the return on your earned media. ASK followers to get involved by sharing, commenting, and engaging.
- 1.) Create content on your blog [owned]. Share it on Facebook [to generate earned]. However, you only reach about 10% of your fan base, according to statistics. To extend your reach, make it a Sponsored Post for $40 or $60 [paid] to get wider visibility for it. 2.) Crowdsource some advice and tips from your customers or loyal community members, for an ebook on your website [owned]. Then share it on your company channel on Slideshare. And reach out individually by email to send a copy of the ebook to each community member who submitted a tip. Most will share the ebook with their social networks, as they will be proud of their contribution [and you generate more earned mentions]. 3.) Pay some influencers [paid] to create interesting and shareable content for your company blog [owned]. Then amplify it heavily through social media [to generate earned mentions]. 4.) Create special Facebook-only discounts [paid]. To take advantage of them, people must Like your page. Studies show that discounts are a primary reason people follow and interact with brands on social media. When they Like your page, you have their attention. That also means you now have the start of a relationship with them [leading potentially to earned media].
- So how do you decide what media to utlize and when to use it?? The key to differentiating the three types of media (owned, earned and paid) is that earned media is not controlled by brands. This makes earned media less biased and more trusted. Earned media is very effective at influencing families and friends by what they see their connections post online. They no longer share the good, the bad and the ugly of brands exclusively at home or at the water cooler. Opinions are shared with everyone they’re connected with online, which can potentially add up to hundreds, thousand or even millions of people. According to inPowered and Nielsen, 85% of consumers regularly seek out trusted expert content when considering a purchase or doing business with an organization.
- 1.) Create content on your blog [owned]. Share it on Facebook [to generate earned]. However, you only reach about 10% of your fan base, according to statistics. To extend your reach, make it a Sponsored Post for $40 or $60 [paid] to get wider visibility for it. 2.) Crowdsource some advice and tips from your customers or loyal community members, for an ebook on your website [owned]. Then share it on your company channel on Slideshare. And reach out individually by email to send a copy of the ebook to each community member who submitted a tip. Most will share the ebook with their social networks, as they will be proud of their contribution [and you generate more earned mentions]. 3.) Pay some influencers [paid] to create interesting and shareable content for your company blog [owned]. Then amplify it heavily through social media [to generate earned mentions]. 4.) Create special Facebook-only discounts [paid]. To take advantage of them, people must Like your page. Studies show that discounts are a primary reason people follow and interact with brands on social media. When they Like your page, you have their attention. That also means you now have the start of a relationship with them [leading potentially to earned media].
- So what is the optimum formula??
- No matter what media you chose, you need to become a storyteller – and your story will help you decide who and when to tell it. When searching for assistance in marketing, or when looking to hire a marketing agency or local media outlet, do your homework and prepare to ask questions Before meeting with agencies or local media outlets, have your targets defined and your goals clearly set. Be prepared to present your case for the professionals you are meeting with and how your efforts will benefit the community.
- The goal of a content strategy is to create meaningful, cohesive, engaging and sustainable content. According to BlackBaud.com and Kivi Leroux Miller – President of Nonprofit Marketing Guide 86% of the most effective non-profit marketers have someone who oversees content marketing strategies 92% of non-profit professionals use content marketing 25% have a documented strategy 52% of those with a strategy consider themselves highly effective Compared to one year ago, 65% of non-profit professions are producing more content What is the key to prepping your content strategy? The seed to all great content marketing plans is your story. How does it differentiate your approach to meeting your customer’s desires?
- Content not only includes words on pages, but also the images and other media that is being utilized. All elements ensure that you have useful and usable content, that is well structured and easily found is vital to improving the user experience of a website. Content Oriented Components Identify goals and substance focuses on what content is needed to successfully launch your core strategies. Includes characteristics such as messaging architecture, intended audience along with voice and tone. People Oriented Components Outlining the roles and workflow will focus on how people manage and maintain content on a daily basis, including roles, tasks and tools required throughout the content lifecycle. Focus on your policies and standards that apply to content and its lifecycle as well as how an organization will sustatin and evolve its content strategy. http://www.slideshare.net/kivilm/a-content-creation-strategy-for-a-busy-nonprofit?related=1
- ALL of your messaging should be incorporated into your website. Your budget will play a role in determining where you tell your story, but also consider the audience you NEED to reach. Although TV may appear cost more than social media, if you need to reach a lot of people it could very well be a better option for your investment. You need to look back at what has worked for you in the past and make decisions based on data analysis and return on ad spend. There really is no “easy” answers or “one-plan-fits-all” solutions.
- Community: Are you PARTICIPATING in social media networks or passively POSTING content? Content: Are you including content that YOU are interested in? Or that other PEOPLE are interested in? Does it tell your story and evoke an emotion? Clarity: Do you have a clear VISION for your message? What makes it DIFFERENT and special? Are you clearly stating what response you are looking for? (donate now, learn more today, get involved) Consistency: Is your “blog personality” CONSISTENT with who YOU are? Are you offering a consistent EXPERIENCE to your community? Are you constistent across ALL of your messaging and media? Does your TV commercial convey the same emotion/feel as your radio and social media?
- Best Practice for Creating Meaningful Content Reflect your organization’s goals and user needs Understand how user’s think and talk about a subject Communicate in a familiar language Make your content useful Stay up-to-date and know your facts Be accessible to all Stay consistent Make yourself easy to find Define requirements for marketing – content should drive design and structure
- Consumers now gather content from all types of different sources. Almost all of them with screen. One screen can lead to another. (TV, to smartphone to desktop to purchase)