2. HELLO, I AM...
Jono Young
LinkedIn Twitter
linkedin.com/in/jonoyoung twitter.com/chsweb
1999 Web Designer | Illustrator | Logo Designer | Front End Developer | SEO’r | Information Architect | Passion Fueled by Curiosity 2012
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3. CONTENT & CONTEXT
A Hub & Spoke for Distribution
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7. WEBSITE (DESKTOP)
Feed My Starving Children | Volunteer Work Opportunities
http://www. fmsc.org/
RANKING FACTORS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
70% of people read websites in the
morning. 1
Websites get most traffic on Mondays. 1
Page views peak at 11 a.m. 1
Blogs receive the most comments at 9
a.m. and on Saturdays. 1
Posting more than once per day results in
nearly twice as many page views. 1
1. http://ow.ly/6KAOj
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8. WEBSITE (MOBILE)
Feed My Starving Children | Volunteer Work Opportunities
http://www. fmsc.org/
RANKING FACTORS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
In 2008, mobile access to the internet
exceeded desktop access for the first
time in history. 1
Today, two thirds of cell phone users say
they access the web/email from their
device. 2 YouTube Mobile gets over 100
million views per day. 4
By 2014 more people will access your
website with their phone than a desktop
browser. 3
1 http://ow.ly/6Krmn
2. http://ow.ly/6Krqm
3. http://ow.ly/6KrsU
4 http://ow.ly/6KCfX
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9. EMAIL
BY THE NUMBERS
Reach
Longevity
What email elements are tested the most?
Trust
Flexibility
Subject Line 90%
Message 64%
Calls to Action 61%
DID YOU KNOW
Layout and Images 54% 75% of email subscribers say lack of
relevance is the biggest reasons they
choose to opt out, followed closely by
Day of Week 48% sending too frequently (73%) 1
Time of Day 47% The highest open rates and click through
rates occur early in the morning and
Landing pages during weekends.2
40%
Personalization 40%
From Line 31%
1 http://ow.ly/6KqXf
2 http://ow.ly/6KqQw
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10. DIRECT MAIL
BY THE NUMBERS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
Every year, large proportions of online-
acquired donors switch from online giving
to offline sources — primarily to direct
mail. The reverse is not true, however;
only a tiny percentage of mail-acquired
donors give online in later years. 1
Online-acquired donors tend to give
much larger gifts than mail-acquired
donors. 1
1 http://ow.ly/6Ku2H
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11. FACEBOOK
http://www. facebook.com/VW
VW USA
RANKING FACTORS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
Articles published and promoted on
Facebook are shared the most at 9 a.m.,
noon, and 7 p.m.1
Saturday is the best day to share on
Facebook. 2
Posting once every two days on
Facebook yields the most likes. 2
55 to 65 year old females are the fastest
growing Facebook population segment. 3
1 http://ow.ly/6KApU
2. http://ow.ly/6KAvf
3 http://ow.ly/6KByp
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12. TWITTER
Volkswagen (vw) on Twitter
http://www. twitter.com/vw
RANKING FACTORS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
Retweets peak at 5 p.m. 1
Tweeting between one and four links per
hours yields the most click throughs. 2
Wednesday and weekend tweets yield
the most clicks. 1
The best time to tweet is at noon. The
second best time to tweet is at 6 p.m. 1
Mobile Twitter use grew 182% in the past
year. 2
1 http://ow.ly/6KApU
2. http://ow.ly/6KBt4
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13. YOUTUBE
YouTube - Broadcast Yourself.
http://www. youtube.com/nonprofits
RANKING FACTORS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
35 hours of video footage is uploaded to
the to YouTube every minute. 1
More than half the videos on YouTube
have been rated or commented on by
users. 1
YouTube is the second largest search
engine. 2
Every auto-shared tweet results in six
new YouTube browsing sessions 1
1 http://ow.ly/6KCa3
2. http://ow.ly/6KCfX
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14. HOUSE NETWORK
Spinal Cord Injury and Paralysis Community
http://www. spinalcordinjury-paralysis.org
RANKING FACTORS
Reach
Longevity
Trust
Flexibility
DID YOU KNOW
House Networks users are 10 times more
active per month than Facebook
followers.
House network members spend twice as
long on an organization's website as the
average website visitor.
10% of nonprofit organizations report
raising more than $10,000 on their house
networks compared to only 2.4% on
Facebook communities.
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15. BE SURE TO MEASURE
Accentuate the positive
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16. MEASURING ACROSS MULTIPLE CHANNELS
HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin
http://www. hootsuite.com
TOOLS & SOFTWARE
Website Measurement
Tools Google Analytics
http://14blocks.com/ Google Webmaster Tools
KISSmetrics
SeeVolution
Social Measurement
Social Bro
Facebook Insights
Hootsuite
Bit.ly
AddThis
14 Blocks
Simply Measured
Wildfire Social Media Monitor
Tap11
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17. WHAT SHOULD YOU MEASURE?
Week One
• Test variations in messaging and calls to action (A vs. B)
• Test early morning, afternoon, and early evening USE A CALENDAR
• Test different post frequencies, varying from four promotions/posts Create a testing plan and add it to your
per hour to once every two days work or personal calendar.
Include reminders to send your
Week Two - Repeat Week One messaging at pre-defined times such as
• Retest variations in messaging and calls to action (A vs. B) 9 a.m., noon, and 7 p.m.
• Retest early morning, afternoon, and early evening Include reminders to check analytics 24
• Retest different post frequencies, varying from four promotions/ hours after each message is sent.
posts per hour to once every two days
Some tools, such as HootSuite, allow you
to compose and schedule messaging to
Week Three and Four go out at a specified day and time to
Resend the message (A or B) that got the best response. Send the specified channels.
message in the best time slot and at the frequency with the highest
Use automation tools sparingly to avoid
level of engagement. appearing impersonal.
Monitoring
• How many page visitors? Unique visitors? (Google)
• Facebook Engagement (Insights)
• Twitter engagement (Klout achievements, Bit.ly, Hootsuite)
• How many subscribers? Open rate? Click through? (CRM)
• Bounce rate and pages per visit (Google)
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19. START WITH WHAT YOU KNOW
1. What is our mission?
You can skip this one if you want, but it may help to have your mission in front of you while thinking about writing this content.
2. What is the objective of this campaign/initiative?
Keep this answer short, less than 60 characters, including white space.
3. What is a single word, or a two or three word phrase that describes this campaign or initiative?
Summarize #2 above using a single word or phrase
4. Elevator pitch! You’ve got 5 seconds, tell us why this initiative is worth our time.
Keep this description short, 120 characters or less. Make sure that you include the word or phrase from #3 as close to the beginning as possible.
5. What photo and/or video can be used to illustrate this initiative/campaign?
Alternate Text:
Photo or video file (.jpg, .png, .mov, .mp4, etc.) Close your eyes and describe this photo or video using as few words as possible. Include #3.
6. What is the web address for more information?
QR Code:
Friendly URL containing the the word or series-of-words-separated-by-dashes from #3 above. Shortened URL and QR code for this web address (E.g. bit.ly).
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20. START WITH WHAT YOU KNOW
1. What is our mission?
1Twenty CareActors is uniting celebrity actors, who care to end world hunger. Help us raise
120 million dollars by becoming one of 120 celebrity CareActor donors.
You can skip this one if you want, but it may help to have your mission in front of you while thinking about writing this content.
2. What is the objective of this campaign/initiative?
Uniting Actors Who Care to End World Hunger
Keep this answer short, less than 60 characters, including white space.
3. What is a single word, or a two or three word phrase that describes this campaign or initiative?
End World Hunger
Summarize #2 above using a single word or phrase
4. Elevator pitch! You’ve got 5 seconds, tell us why this initiative is worth our time.
The average celebrity gift multiplied by one hundred and twenty is enough to end world hunger
for 1 million starving children.
Keep this description short, 120 characters or less. Make sure that you include the word or phrase from #3 as close to the beginning as possible.
5. What photo and/or video can be used to illustrate this initiative/campaign?
end-world-hunger.jpg Alternate Text: five dollars ends world hunger
Photo or video file (.jpg, .png, .mov, .mp4, etc.) Close your eyes and describe this photo or video using as few words as possible. Include #3.
6. What is the web address for more information?
http://www.careactors.org/end-world-hunger QR Code: http://bit.ly/endhngr
Friendly URL containing the the word or series-of-words-separated-by-dashes from #3 above. Shortened URL and QR code for this web address (E.g. bit.ly).
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21. START WITH WHAT YOU KNOW
1. What is our mission?
1Twenty CareActors is uniting celebrity actors, who care to end world hunger. Help us raise
120 million dollars by becoming one of 120 celebrity CareActor donors.
You can skip this one if you want, but it may help to have your mission in front of you while thinking about writing this content.
2. What is the objective of this campaign/initiative?
Uniting Actors Who Care to End World Hunger A Title (Meta) C Heading One
Keep this answer short, less than 60 characters, including white space.
3. What is a single word, or a two or three word phrase that describes this campaign or initiative?
End World Hunger D Keyword(s)
Summarize #2 above using a single word or phrase
4. Elevator pitch! You’ve got 5 seconds, tell us why this initiative is worth our time.
The average celebrity gift multiplied by one hundred and twenty is enough to end world hunger
for 1 million starving children E 1st Paragraph F Description (Meta)
Keep this description short, 120 characters or less. Make sure that you include the word or phrase from #3 as close to the beginning as possible.
5. What photo and/or video can be used to illustrate this initiative/campaign?
end-world-hunger.jpg G Photo/Media Alternate Text: world hunger
five dollars ends
Photo or video file (.jpg, .png, .mov, .mp4, etc.) Close your eyes and describe this photo or video using as few words as possible. Include #3.
6. What is the web address for more information?
http://www.careactors.org/end-world-hunger B Friendly URL QR Code:
http://bit.ly/endhngr
Friendly URL containing the the word or series-of-words-separated-by-dashes from #3 above. Shortened URL and QR code for this web address (E.g. bit.ly).
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22. WEBSITE (DESKTOP)
A Title (Meta) 120 CareActors - Uniting Actors Who Care to End World Hunger
http://www. careactors.org/end-world-hunger
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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23. EMAIL
A Title (Meta)
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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24. EMAIL NOTIFICATIONS (INDIRECT)
A Title (Meta)
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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25. DIRECT MAIL
A Title (Meta)
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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26. FACEBOOK
A Title (Meta) Facebook
http://www. facebook.com
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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27. TWITTER
A Title (Meta) Title Text
http://www. what.org
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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28. YOUTUBE
A Title (Meta) YouTube - Broadcast Yourself
http://www. youtube.com
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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29. SEARCH ENGINE RESULTS PAGE (INDIRECT)
A Title (Meta) Google
http://www. google.com
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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30. DIRECTORIES (DMOZ.ORG)
A Title (Meta) Open Directory - Science: Environment: Biodiversity: Conservation: Mammals: Primates: Gorillas
http://www. dmoz.org
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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31. DIRECTORIES (DMOZ.ORG)
A Title (Meta) Open Directory - Science: Environment: Biodiversity: Conservation: Mammals: Primates: Gorillas
http://www. dmoz.org
B Friendly URL
C Heading One
D Keyword(s)
E 1st Paragraph
F Description (Meta)
G Photo/Media
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32. THANK YOU
Go forth & create.
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