Presentation for DANA regarding measurement of digital marketing for non-profits and what do they truly want to measure; what matters most, and how to make the numbers turn into meaningful action

1. GOOGLE TOOLS AND
THE ZERO MOMENT OF
TRUTH

2. What We’ve Covered So Far
✦ Intro to the Most Popular Social Networks
✦ Branding- Finding your voice and communicating that to
others
✦ Looking at your organization in a “customer-centric” way
✦ Make your website your hub and marketing (including
social) as the spokes into the hub
✦ Understand how best to deliver on your “promise” to your
community
✦ Social and digital are ingredients in an overall organization
communication & marketing strategy

3. Session 3
Where’s my Return on Investment?
Understanding Search and Analytics
✦ How do We Measure Social Media and its value?
✦ Google’s Zero Moment of Truth- when do customers make decisions?
✦ Customer feedback loops- why after the sale is as important as
conversion
✦ Using Google tools to help you time your content and check on your
competition
✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO
landscape- Fish where the Fish are
✦ Numbers are helpful, Insight is better

4. When do customers
make decisions?

5. First- the Business
World

6. Why?
Because in the end, it’s still about people,
“product” (your cause), and revenues to
keep it all going

7. product reviews =
Shelf = web charity watch,
feedback

8. Attention Battle = Information War

10. Non-profit Context
• Mom in Minivan trying to coordinate volunteers for the
school’s 5 K in a few weeks
• Accountant trying to help clients do year end planning and
looking for local nonprofits to steer donations
• High school kids looking for a place to get in volunteer
hours
• Newly retired individuals looking for ways to give back to
the community
• Relocated people looking to get to know and get involved in
the community

11. Information is
everywhere

20. Google Analytics

32. Other Google Tools

33. Google Keyword Tools

40. SEO/SEM:
Using Search to gain
Mind Share

41. Elements of Search
• Keywords for “industry”; Create an
SEO Dictionary for your organization
• Look at Google Trends for seasonality,
location
• Tag content, pictures, etc. with
keywords and work into posts as
frequently as possible

42. SEO rich topics, aka
Linkbait
• Lists- 10 things I Hate About _____, 25
ideas for the New Year
• Great Titles
• Advice
• Workflow
• Help for your customer/audience

43. Example
• http://www.whitneyhoffman.com/
2011/12/05/5-things-that-drive-me-
crazy/
• Picked up by NYT business blog
• Asked to reprint with credit and bio in
his newsletter

44. Take Homes
• Increased use of web and mobile
across the board means non-profits
need to be online and mobile, too
• Think like a business- How do I
contact my “users”? Do I need
separate sites, area of the same site,
etc.?

45. • Getting on an individual’s
consideration list- look for natural
partnerships, opportunities
• Treat every “user” as precious
• Look for stories to help you create
continuous content strategy
• How to be there “before the sale”-
awareness and specific ask/need

46. Community
• Becoming part of the community means more
than just doing good things
• Make dollars count; know what people need or
want
• When in doubt, ASK.
• Make sure all ‘users’ feel valued and a part of the
organization
• The ‘care and feeding’ of existing volunteers and
donors is as or more important than extending
your base.

47. What’s Your Time
Worth?

48. Income /2080 =
Hourly Rate

49. $40,000/ yr =
$19.23/hr

50. Consider
Cost of a lost Volunteer/donor in terms of lost
revenue/time saved and-
Loss of additional folks due to word of mouth
Cost of Retention- what do you have to do to
keep existing volunteers/donors happy?
Churn rate- how many people leave? And what
does it cost to replace them?

51. Lifetime Value of a Customer
Formula includes:
Average number of years a ‘customer’ does
business with you
Average revenue/value of time spent per
‘customer’ per year
Estimated costs to deliver products/services-
how long to train, costs of soliciting donations,
etc.

52. The End

53. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com