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True Lies: An honest approach to making the web, social and mobile media work for you

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Edge Creative Strategies
Edge Creative Strategies

A simple, marketing-centric look at taking your nonprofit organization digital.

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True Lies An honest approach to making the web, social and mobile media work for you. Philanthropy & Houston • February 22, 2011 Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com
This used to be simple.
Then it got a little complicated.
Then this happened.
We tried to simplify it.
Stop listening to the noise.
You’ve heard this one before There’s way too much for me to keep up within the digital world. Real truth I can be most effective by focusing not on quantity, but on quality and consistency.
How much “digital” should I do? Web eMail Social Video Search Mobile Content Analytics
A likely story Unless I’m a techie, I’ll never figure out how to use digital media. Real truth I can launch a digital strategy with some basic marketing know-how.
Marketing fundamentals work here, too. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Admit it, you’re rationalizing Once our new website is launched, everyone will finally hear our message. Real truth I know that effective digital strategies are ongoing , multi-dimensional conversations.
Checking off or staying on?
Website or Web presence?
Facebook / Twitter or social media strategy?
Mobile viewable or mobile experience?
Talking or listening?
 
Turn Bystanders into Evangelists
Your most important tool
Trying to impress your boss ? I’m going to get my digital plan implemented by the end of the month. Real truth I know that to work best, digital needs to be part of my organization’s culture.
Fear is natural. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Have a plan. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Try Test Tweak Terminate The Four T’s
It is still about donations...
Too good to be true Going digital is really going to boost my donations. Real truth Increasing donations is a result of a successful multi-channel strategy.
Studies have shown In 2009, only 8% of donations to the 75 largest US nonprofits occurred online. In 2009, only about 40% of nonprofits using Facebook Causes raised any money through this service. And 29% had raised less than $500 in 12 months. In 2010, after the Haiti earthquake, the American Red Cross collected $22M by text message, 37% of donors contributed via text.
Keep online donations in perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
$10M in three years
Isn’t that convenient? It’s difficult to measure the ROI of digital media activity. Real truth I can measure ROI of many digital media in ways not related to money.
Some ways to look at ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Putting it all together...
Remember this… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
List of tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com

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True Lies: An honest approach to making the web, social and mobile media work for you

  • 1. True Lies An honest approach to making the web, social and mobile media work for you. Philanthropy & Houston • February 22, 2011 Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com
  • 2. This used to be simple.
  • 3. Then it got a little complicated.
  • 4. Then this happened.
  • 5. We tried to simplify it.
  • 6. Stop listening to the noise.
  • 7. You’ve heard this one before There’s way too much for me to keep up within the digital world. Real truth I can be most effective by focusing not on quantity, but on quality and consistency.
  • 8. How much “digital” should I do? Web eMail Social Video Search Mobile Content Analytics
  • 9. A likely story Unless I’m a techie, I’ll never figure out how to use digital media. Real truth I can launch a digital strategy with some basic marketing know-how.
  • 10.
  • 11. Admit it, you’re rationalizing Once our new website is launched, everyone will finally hear our message. Real truth I know that effective digital strategies are ongoing , multi-dimensional conversations.
  • 12. Checking off or staying on?
  • 13. Website or Web presence?
  • 14. Facebook / Twitter or social media strategy?
  • 15. Mobile viewable or mobile experience?
  • 17.  
  • 18. Turn Bystanders into Evangelists
  • 20. Trying to impress your boss ? I’m going to get my digital plan implemented by the end of the month. Real truth I know that to work best, digital needs to be part of my organization’s culture.
  • 21.
  • 22.
  • 23. Try Test Tweak Terminate The Four T’s
  • 24. It is still about donations...
  • 25. Too good to be true Going digital is really going to boost my donations. Real truth Increasing donations is a result of a successful multi-channel strategy.
  • 26. Studies have shown In 2009, only 8% of donations to the 75 largest US nonprofits occurred online. In 2009, only about 40% of nonprofits using Facebook Causes raised any money through this service. And 29% had raised less than $500 in 12 months. In 2010, after the Haiti earthquake, the American Red Cross collected $22M by text message, 37% of donors contributed via text.
  • 27.
  • 28.  
  • 29. $10M in three years
  • 30. Isn’t that convenient? It’s difficult to measure the ROI of digital media activity. Real truth I can measure ROI of many digital media in ways not related to money.
  • 31.
  • 32. Putting it all together...
  • 33.
  • 34.
  • 35. Thank You Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com