Content of a workshop for NGOs at the Indian School of Business conducted by Ohana Media - introducing online marketing concepts.

1. Shameek Chakravarty
Ohana Media
http://www.ohana-media.com

2.  The Sneezers are Online
 Cross Geographic Boundaries
 Measurable
 Cost-effective (?)

3. Website/Content
Search
Social Media
Email
Display

4. Driving
Action
Advancing
Engagement
Building
Awareness

5. Active Info-
seekers
Passive
Interested

6. Website/Content
Search
Social Media
Email
Display
Where should you focus if
your objective is to build
awareness ?
Which segment would
you prioritize – active
info-seekers of passive
interested ?

7. Online Donations
Email Address Acquisition
Pledges/Signature Campaigns
“LIKEs” on your Facebook Page

8. Conversations with existing supporters
Enabling Co-Creation
Enabling supporters to promote you
Mobilizing Existing Supporters for Action

10. Website/Content
Search
Social Media
Email
Display

11.  Keep your content fresh. Enlist your supporters
for creating content. Should you use a content
management system ?
 Mix content of various types – text, video,
photos, pdfs, ppts, audio. Why?
 Call to Action should be clear on the site –
Donate Online/Pledge etc.
 Syndicate, syndicate, syndicate – Where?

12.  Check Search Engine Friendliness of your
website - www.searchohana.com
 Make it a 2 way conversation. Make it
personal. Make it easy to share
 Web AnalyticsTools – Google Analytics***
 Choosing the right hosting provider.

13.  PaidV/s Natural. Pros and Cons?
 Natural Search – On-site & Off-site
Optimization
 Keyword Research – relevant keywords with
high volume and low competition

14.  Press Releases
 GoogleTrends – www.google.com/trends
 Google Keyword SuggestTool –
https://adwords.google.com/select/KeywordT
oolExternal

15.  Branding v/s Direct Marketing
 Direct Media Buys v/s Ad Networks
 Examples of organizations including display
extensively – worldvision.in

16.  Highly Effective
 Auto-responders
 Obtaining Permission - Create an opt-in
database****
 Segmenting and maintaining your list
 Newsletters, announcements, promotions, action
programs
 Email MarketingTools – e.g. mailchimp.com

17.  Facebook – pages or groups ?
 Facebook – Causes App -
http://apps.facebook.com/causes/
 Twitter – how important is it in India ?
 Youtube
 Slide-share
 Blogs

18.  Social MediaAds – e.g. FB Ads
 Event-related websites
 1 viral can take your campaign to the next
level

19.  Many aggregrators or inventory providers are
not able to always sell 100% of their
inventory
 Inventory is perishable
 Instead of showing blank ad spaces, default
public service ads are shown

20.  Action point: Contact ad space owners ( large
publishers or aggregators) and ask about Public
Service Ads.
 Apply for a Google Grant – www.google.com/grants -
mayb need to be a 501 c(3)
 Youtube Non profits program -
http://www.youtube.com/nonprofits – available only
for US/UK/Canada/Aus
 501 c(3) Non profits can also use Ad Council –
adcouncil.org