Understanding digital marketing strategies is a critical component of success for businesses today. And nonprofit organizations and associations are businesses, too.
As such, they need to understand how to integrate digital media into their marketing efforts, how to use the power of social media to help with awareness, reach, community building and fundraising efforts and how to measure success.
This was a presentation that Shelly Kramer, CEO of Kansas City-based V3 Integrated Marketing gave in October of 2011 to a gathering of YMCA Chief Marketing Officers and Chief Technology Officers on digital media.
The presentation covered an overview of digital media, a discussion about how inbound marketing is dramatically different than outbound marketing, and a comparison of the costs of the two very different kinds of marketing tactics.
The presentation covered social media channels - like Facebook, Twitter, YouTube, LinkedIn and the corporate blog, and discussed how to integrate these channels into your overall marketing efforts - and how important that is.
Lastly, the presentation covered data and analysis and touched on the fact that having analytics and using them are two completely different things. Analytics and data can be the roadmap for any successful marketing (or fundraising) initiative. And they can play an integral role in analyzing the ROI of your marketing efforts - both traditional and those focused on utilizing social media channels and other inbound marketing strategies.
Insurers' journeys to build a mastery in the IoT usage
Integrating Digital Marketing Strategies Into Your Nonprofit (and Measuring ROI)
1. Integrating Digital
Media Into Your Not-For-Profit
(+ Measuring ROI)
Shelly Kramer
CEO, V3 Integrated Marketing
INTEGRATED
MARKETING
Vision + Voice + Value
5. What The Heck Is Digital
Marketing? Blogs
Ebooks
White Papers
Videos
Microgiving
Campaigns
SEO
Social Media
Webinars
Feeds, RSS
6. Inbound Marketing is More Effective
Outbound
Ave. Cost Per Lead
Inbound is
$332 60%
lower per lead
Inbound
Ave. Cost Per Lead
$134
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
14. Primary
Social
Media
Objec6ves
27%
28%
Brand
Other
Awareness
Customer
Acquisi6on
Customer
Growth
19%
&
Loyalty
25%
Source:
2010
COLLOQUY
&
DMA
Social
Media
Study
27. Most desktop websites were
not designed to be viewed
on the small screens of
mobile devices.
Fonts can be too small,
images are too small,
navigation can be clunky,
Flash won’t work, lengthy
page loads, and the list
goes on and on.
28. 50
%
of businesses have never checked
the appearance or function of their
website on a smartphone.
Source: Fanminder – Mobile Marketing Survey (August, 2010)
36. Social Media is for Leads and Sales
Percentage of companies that have acquired a customer from:
Facebook Twitter Company LinkedIn
Blog
44% 41% 46% 41%
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
53. The Key is BENEFITS
ort vs. Long
Sh
Financ ial vs.
n-Fina ncial
No
54. Before ROI, You Get This
• Increase in site traffic
• Increase in time spent on site
• Views of a specific landing page, blog post
or offer
• Increased follower/like/friend base
• Increase in Share of Voice
• Increase in Positive Sentiment (this means
they like you) (more)
55. And the Payoff…
• Increased revenue
• More leads
• Shorter sales cycles
• Lower customer acquisition costs
• Lower customer service costs
• Lower customer retention costs
(Are You Happy Yet?)
56. Social Media Allows You to Do this:
Humanize your brand
Engage directly with your donors
Listen to them
Provide service, answers
Deepen and develop relationships
Be transparent, gain trust
Deliver what they need
That’s pretty cool, isn’t it?
67. “It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
- Charles Darwin
68. Stalk Me … I don’t bite
816.200.2520
Shelly@V3im.com
www.v3im.com
LinkedIn
twiRer.com/shellykramer
facebook.com/shellykramer
Shelly
DeMoRe
Kramer
69. INTEGRATED
MARKETING
Vision + Voice + Value
v3im.com