2. Internet Marketing
Solutions
Internet Marketing That Works™
COGO - leading provider of internet marketing expertise
Headquartered in Herndon, VA
Expert online marketing strategy
Clients in b2b, b2c, non-profit
Full-service internet marketing consulting
25+ years in marketing, management, business development
Copyright 2010 Cogo Interactive, LLC All Rights Reserved
3. Internet Marketing
Solutions
Internet Marketing That Works™
Services
Expert Internet Marketing Strategy
Email Campaigns
Social Media Marketing & Policy
Search Engine Optimization
Blog Development
Multimedia
- YouTube videos
- Podcasts
- CDs/DVDs
- Online training tools
4. Internet Marketing
Solutions
Internet Marketing That Works™
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Copyright 2010 Cogo Interactive, LLC All Rights Reserved
5. Internet Marketing
Solutions
Internet Marketing That Works™
Technical Overwhelm?
6. Internet Marketing
Solutions
Internet Marketing That Works™
Demystifying Social Media
You don’t have to be everywhere to make it work!
Each network is different
Start with small steps
Adapt & adopt
Begin where you are
7. Internet Marketing
Solutions
Internet Marketing That Works™
The Future is Digital!
Baby boomers (1946-1964)
• Digital Immigrants
• Aging, Retiring
• Fastest growing demographic are women 55+
• 79% believe social media tools are not being used enough
Generation X (1965-1980)
•Digital Native
•Learned to navigate the slow-to-change workplaces
Generation Y (Millennials) (1981-1997)
•Digital Native
•High comfort level with technology
•Will make up half the workforce by 2014
•Not as apt as Gen X to put up with inefficient ways
•Our future customers, clients, employees
Generation Z (after 1997)
•Will enter workforce soon
•More of the same +++
Source: Pew Research Report
8. Internet Marketing
Solutions
Internet Marketing That Works™
You won’t make money using Social Media!
You make money by working with people who
know you
like you
trust you
Social Media helps to build these relationships
building credibility
providing value
9. Internet Marketing
Solutions
Internet Marketing That Works™
Social Media Builds Strong Partnerships
Strengthens credibility
Business partners appreciate you staying
abreast of the latest trends
Strengthens existing relationships
Conversational
Builds trust
Forging connections with digital generation
10. Internet Marketing
Solutions
Internet Marketing That Works™
Social Media is a Prospecting Tool
Twitter - search.twitter.com: research conversations,
make contact with like-minded people, tweet about
wins, ask for donations, invite to opt-into lists
Linkedin - find decision makers, research specific
companies, research competition, create a group and
invite prospects and volunteers
Facebook - gather background info, connect
informally with volunteers & donors
Blogging - positions you as the cause expert, allows
you to invite prospective donors to “guest” blog
11. Internet Marketing
Solutions
Internet Marketing That Works™
Social Media is a Communications Tool
Linkedin - use “Q&A” feature to answer specific
questions, recruit volunteers, create a page for your
organization
Twitter -raise awareness for cause, get staff &
volunteers to advocate!
Facebook - use “Events App” to invite donors,
volunteers to upcoming events, brag about wins,
awards
Blogging - differentiate from other organizations,
great for SEO - provide fresh, timely content
Foursquare - have co-sponsor include signage at
locations, give away branded items like buttons,
12. Internet Marketing
Solutions
Internet Marketing That Works™
Social Media can Motivate Supporters
Make sure you are using social media to ask
and call out for volunteers
A successful campaign motivates by asking
supporters to vote, join other platforms, donate
money or share content.
Mention that your organization would be good a
good reference
Are you pitching the social aspect of
volunteering with your organization (meet new
friends online and offline)?
Are you giving them good reason to want to
volunteer on your website, and then using social
media sites correctly to drive them to that page?
13. Internet Marketing
Solutions
Internet Marketing That Works™
5 Steps to Social Media Success
Begin with a strategy
Find your target market
Deliver valuable content (90/10)
Capture their information
Stay in touch
14. Internet Marketing
Solutions
Internet Marketing That Works™
Understanding Facebook
Social platform of about 500 million users
About building relationships
Find new customers (women heavy users!)
Build awareness
B2C
Fastest growing demographic are women 55+
15. Internet Marketing
Solutions
Internet Marketing That Works™
Understanding Twitter
Friendly, conversational micro-blogging tool
Post/status update in 140 characters
Not how many followers, how many “retweets”
Works like an email blast/press release
Not an ad billboard
Great way to connect with media
Build relationships with volunteers, donors
16. Internet Marketing
Solutions
Internet Marketing That Works™
Understanding LinkedIn
Business-oriented networking site
Great way to reach self-employed
Stay in touch with connections
Network with business alliances
Search tool great for lead development
17. Internet Marketing
Solutions
Internet Marketing That Works™
Start a Blog
Quick, easy addition of new content
Builds awareness and trust
Helps with search rank
Makes you the “perceived expert”
Share tips, resources, insights, trends, tools
Ask donors, other stakeholders to “guest blog”
18. Internet Marketing
Solutions
Internet Marketing That Works™
Flickr
Social photo-sharing network
Strengthens search optimization of website
Upload quality photos of your completed events
Can be embedded within web, blog
Use your web site address as your Flickr screen name
Assign your website address as a tag on each uploaded photo
19. Internet Marketing
Solutions
Internet Marketing That Works™
YouTube
2nd largest search engine behind Google
Powerful because it connects the prospect emotionally
Strengthens search optimization of website
Search engines love to rank videos high on pages
Upload videos of your events, testimonials
Engaged visitors on web site = lead
20. Internet Marketing
Solutions
Internet Marketing That Works™
What to Measure
Measure, Measure, Measure
Clicks
Donations
Donor prospects
Keyword ranking
Track using custom URLs
21. Internet Marketing
Solutions
Internet Marketing That Works™
Remember to integrate!
22. Internet Marketing
Solutions
Internet Marketing That Works™
Connect and Automate
Publish and repurpose using social media tools
Monitor several social sites at once
Monitor tags or keywords
Monitor any mention of your name or business
Maintain multiple accounts
Set up Hootsuite & integrate with Ping.fm
Tweetdeck is another app that allows you to publish 1x
Nutshell mail brings summary of social network updates in 1 email
23. Internet Marketing
Solutions
Internet Marketing That Works™
Post to different
social media
24. Internet Marketing
Solutions
Internet Marketing That Works™
Blog feeds to all media
26. Internet Marketing
Solutions
Internet Marketing That Works™
How much time is involved?
Direct relationship between how long using social media and the
weekly time commitment
For beginners with social media, was two hours per week
Those who have done a few months - time spent jumped to 10 hours
Those who have been doing sm for years - 20+ hours each week
Source – Social Media Magic
27. Internet Marketing
Solutions
Internet Marketing That Works™
How much time is involved?
Spend 1-5 hours a week participating and “listening” in to social
media
5-10 hours a week creating content
Set time limits - always the risk of spending too much time
Grow your network selectively and steadily
Learn how much activity you can manage
Source – Social Media Magic
28. Internet Marketing
Solutions
Internet Marketing That Works™
How Often
Publish and schedule ahead using Hootsuite
Blog 1x/week (Tuesday - Thursday, 1p - 3p)
Tweet every 6 hours
Post to Facebook 1x/day
Post to LinkedIn 1x/day
Valuable/Updated often = SEO!
29. Internet Marketing
Solutions
Internet Marketing That Works™
Ingredients for success!
Update content and keywords
No selling – listen, solve problems
Extend reach
Answer questions – help others
Consistent exposure
Be where your customers are
Track your efforts
Keep it real
Get started!
30. Internet Marketing
Solutions
Internet Marketing That Works™
Drive Traffic to Site
Call-to-Action
Content-
Website
Valuable Convert Visitor to Lead
Credib Form
Database Capture Lead
Direct Convert Lead to Donor
Retain, Recruit, Reactivate
31. Internet Marketing
Solutions
Internet Marketing That Works™
It’s Time to Leverage the Power of Social Media!
Set up a “share” badge on all pages so members/donors can share the good will
Keep supporters updated on progress with images on Flickr, posts on Facebook, tweets
After a poll/vote, ask users to broadcast their selection to their Facebook friends
Add “Volunteer” & “Donate Now” links to all social media sites, blog, website
Add volunteer testimonials to your website, blog and FB page
Blog regularly to distinguishes you from your competitors
Focus on 1-2 actions – measure, change, start again
32. Internet Marketing That Works™
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