Build your digital presence by focusing on the big 3
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Search Engine Optimization (SEO), Email Communication and Social media each play a pivotal role in building and maintaining a a well rounded and significant digital presence for your non-profit. This presentation looks at the key building blocks and equips you with actionable insights that you can put into practice today.
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Build your digital presence by focusing on the big 3
- 1. Locate, Connect and Engage The 3 Pillars of Your Digital Presence
- 2. Frank Barry Twitter: @franswaa Blog: netwitsthinktank.com
- 4. Continues to grow in importance even as social networks rise
- 5. Location and mobile are each shaping the future of SEO#1
- 6. Generally speaking it’s a simple concept to understand … SEO is all about improving the visibility of a website/page in search engines via the "natural” (aka un-paid or "organic”) search results so that the website/page will appear higher in search rankings. And don’t forget … SEO may target different kinds of search, including image search, local search,video search, industry-specific vertical search, as well as social search (i.e. Twitter). What is SEO?
- 9. This is where SEO Plays a Role
- 10. 280,000,000+ websites on the internet 1,500,000+ non-profit organizations in the US 200,000+ non-profit websites in the US
- 11. 87% of Internet users use search engines like Google to find information. http://www.flickr.com/photos/marciookabe/
- 13. Introductions Help … Google sites accounted for 9.85% of all web traffic while Facebook accounted for 8.93%. That’s over 18% of all traffic driven by two companies.
- 14. 4 Simple Tips for Building Your SEO strategy Supporters and others interested in something you do, but don’t know you do it must find your website when they perform a search in Google, Bing, Yahoo, etc.
- 15. ? What do you do that you want others to know about? Do you run fundraising events? Do you offer local or national programs? Do you need volunteers? Do you create educational material? Do you put on local activities? 1) Define Your Goals
- 17. (hint: use for newsletter, blog, social media) 2) Create content daily
- 18. 2) (Cont’d) Create content daily
- 19. 3) Pick your keywords/Phrases http://adwords.google.com/
- 20. 3) (Cont’d) The Long Tail Matters http://www.searchengineguide.com/matt-bailey/keyword-strategies-the-long-tail.php
- 21. 3) (Cont’d) The Long Tail Matters http://www.allbusiness.com/technology/software-services-applications-search-engines/15369262-1.html
- 23. Darkness to Light Not on 1st Page at all
- 24. Darkness to Light #2 Result on 2nd Page
- 25. Darkness to Light #1 Result on 1st Page
- 26. Darkness to Light #2 Result on 1st Page
- 27. 4) Optimize your website / Content Meta: Keywords, description http://websitegrader.com/ Page Title Heading tags (H1, H2, H3) Text formatting Images <img alt=”Helping Childrend overcome child abuse one family at a time" src="http://www.D2L.org/atf/cf/{64AF78C4-5EB8-45AA-BC28-F7EE2B581919}/Happy-Family_XSmall.jpg" width="246" height="163" />
- 28. First Impressions Matter It takes less than 3 seconds to evaluate another person based on their appearance, body language, demeanor, mannerisms and dress. http://www.flickr.com/photos/batcave13/
- 29. And visitors will decide to stay or leave your website in 4 seconds or less. … and that’s gone down significantly over the past 10 years http://www.flickr.com/photos/jlz/
- 30. 5 Tips for Creating a Compelling Website Websites MUST capture the attention of your visitors through appealing and engaging visual design and branding. You must capture a visitor’s interest immediately When a visitor scans the page they should immediately be able to determine what your Non-profit is all about Your brand should be properly represented Your navigation should be easy-to-understand and provide good visual guidance as to what type of content is on your site All pages should load quickly, but make sure the most eye-catching, relevant and important elements load first and near the top of the page
- 33. But It’s All About the Conversion $303 Billion raised total in 2009 with $17 Billion of that coming online.
- 34. 60% of donors visit a non-profits website before giving. http://www.flickr.com/photos/7817522@N05/
- 35. Repeat giving for donors acquired through generic giving pages (Google, Network for Good, PayPal) Is 66.7% lower than for donors who give via charity-branded giving pages. .
- 36. 6 Tips to a Effective Conversion Strategy Getting people to your website is only the first step so make sure you give visitors a purpose when they find you. Make sure the page people land on is talking about what the searcher is expecting to see Streamline navigation and all other on-page elements if possible Load all relevant/important information above the fold Write copy that’s easy to scan Ensure there is a CLEAR call to action (aka “ask”) Clear all other clutter
- 37. … Visually compelling … Easy to understand … simple to give
- 39. Social networking sites use email as the main vehicle to update users
- 40. As mobile usage grows so does the use of email#2
- 41. Email is Alive and Well!247 billion messages sent per day…More than 2.8 million emails are sent every second.
- 42. 94% of Internet Users send or read email daily http://www.flickr.com/photos/papalars/
- 43. 1 BILLION emails sent by Blackbaud clients in 2010 On average, Blackbaud clients grow their email subscription list by 30% in year one
- 44. 3 Must Follow Tactics for Effective email Communication Email is the “killer app” for communication and connection with your supporters. Don’t forget to focus on it.
- 45. Capture Email 1) Capture Peoples eMail
- 46. 2) Start a regular Newsletter
- 47. 3) Build optimized landing pages https://www.roomtoread.org/holiday2010
- 48. Ask people to share (in the emails) via forward to a friend type features Leverage acknowledgement emails (let people know about your regular newsletter) Put an opt-in form on your Facebook page (and give people incentives to subscribe) Utilize other social media outlets to promote your organization Start thinking about how your emails show up on mobile devices Promote in your non-digital world via a friendly URL(i.e. http://www.mywebsite.org/eNews) 4) Grow Your List
- 51. Becoming the destination for a large number of web users
- 52. Not only for kids#3
- 53. What is Social Media?
- 54. Social Media Isn’t a Fad, It’s a revolution Facebook has over 600 Million users and half of them log in each day. Over 30 Billion pieces of content are shared monthly.
- 56. It’s all about Engaging… These little guy’s are growing up with it. Those 45-65 showed the strongest growth in 2010 Boomers Gen “I”
- 57. Everyone’s Doing It … 84% of Blackbaud customers have a presence on at least one social networking site. http://www.flickr.com/photos/wailysis/900216711/
- 58. It’s not Just Chit-Chat … The money is real – Blackbaud Friends Asking Friends raised over $1.5 Million via Facebook & Twitter in 2010. http://www.flickr.com/photos/eelssej_/
- 59. 5 Tips to live by when engaging in social media Social media is the new telephone, remember, there’s a proper way to connect, engage and interact with people.
- 60. 1) Claim Your Land
- 61. 2) Brand it
- 62. 3) Integrate
- 63. 4) Provide Incentives 47% Conversion based on a study by Ford
- 64. 4b) Or ask for email sign ups
- 65. 5) Engage
- 71. 8 Engagement Tips Check the page daily Post questions, info, random thoughts, etc Post pictures, video Respond to questions Engage in conversation Share inspiring stories Talk about upcoming events, activities, programs, etc Be a little silly, have fun, show a sense of humor All with the goal of engaging your supporters to ensure they are connected to you and eachother.
- 72. I Blog at … http://www.netwitsthinktank.com Head on over and subscribe to have free content about all of the things we talked about today (and more) delivered to your inbox regularly. Questions?? One last thing …
- 73. Pew Internet & American Life Project Tracking surveys (March 2000 – May 2010). http://www.pewinternet.org/Infographics/2010/Generations-2010-Heat-Map.aspx http://www.pewinternet.org/Trend-Data/Online-Activites-Total.aspx http://search.constantcontact.com/about-constant-contact/management-team.jsp The Radicati Group, May 2009 M+R Strategic Services and NTen "2010 eNonprofit Benchmark Survey" (2010) Source- Network For Good, 2010 Online Giving Study Blackbaud Index of Online Giving Blackbaud Index of Charitable Giving http://nccsdataweb.urban.org/PubApps/profileDrillDown.php?rpt=US-STATE http://philanthropy.com/blogs/government-and-politics/number-of-charitiesfoundations-passes-12-million/21832 http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/ http://www.theconversationprism.com/ http://mashable.com/2010/12/29/2010-the-year-facebook-dethroned-google-as-king-of-the-web-stats/ Sources
Hinweis der Redaktion
- There’s a lot of competition out there …Even among non-profitsHow will you stand out?SEO plays a key role in your ability to stand out, be found andcapture new supporters.
- It’s the number one way to find information on the web
- 60 -> 100 Million searches per MONTH
- The simple way to view SEO is like an introduction. When you are introduced the person your meeting is more likelyto trust you, talk to you, listen to youGoogle is the best friend you have on the web (and Facebook is your second)
- Ask attendees for their feedback.What do you do that you want others to know about???
- Key in on mission statement.- Raise awareness about child sexual abuse- Education/Training Programs for prevention
- Key in on left col content
- The BLOG – they talk about their training events consistently
- AdWords utility for doing research on keywords/phrasesLow competition and high search volume is the key!
- Ask attendees:Where do you think you want to target (generally speaking)?Top left or bottom right?
- SEO Get’s them there, but you website does the work from that point on so don’t forget …. 1st impressions matter!
- If you did an audit todaywhat would you find that isn’t inline withsome of the above tips
- First impressions really matter.- Visually interesting, but not ugly/over-the-top- Easy to see that they are into educating young people- Makes me want to poke around
- I’m using givingas an example of “conversion”, but there’s all sortsOf things that you could do.Enews sign up, membership, product, volunteerIt all comes down to your original goals and the things you identifiedwhen we were talking about your SEO keywordsYou have a great looking website, but remember now that your SEO efforts got them there you’re interested in getting them todo something.You don’t just want people browsing through your storefront, right?
- People will do their research on you via the web. You do it, right?
- Your design/brand matter. Generic conversion pages don’tconvert as well.
- eMail communication should be at the heart of yoursupporter connection strategy.
- It’s easy for me to grab data from our customers so …
- #1) Capture peoples email (opt-in) now that all that traffic is coming to your site based on your new SEO strategy.Think about having a compelling call to action on every page of your site.Make it simple to subscribe (i.e. possibly email addy only form)
- Start a regular newsletter now that people have given you permission to communicate with them … but make sure you’re not abusing their trust. Make sure it’s visually branded to match your site/other communication Keep the design/layout simple and easy to scan The subject line matter, craft them carefully Generate useful content that’s easily consumed by the social media age Always include a call to action, even if it’s just asking people to share with friendsCreate a calendar (monthly, weekly) so that you stay on top of things. Think through themes for each month in order to help with content production
- Create landing pages that match what the reader would expect based on the content of the newsletter (and call to action) Branding Simple to scan Easy to tell what you’d like me to do
- Build your listAsk people to share (in the emails)Leverage acknowledgement emails (let people know about your regular newsletter)Put an opt-in form on your websitePut an opt-in form on your Facebook page (and give people incentives to subscribe)
- Example of utilizing acknowledgements simple, but branded targeted at me based on my info (puppies) Utilizing eCard (ask) to help encourage spreading the word Social media outlets simple to spot (I could go find them on Twitter and Tweet to my followers about how I just registered to become a member on the site)
- A whole lot of web-based applications that do countless things for you.- it can be overwhelming, confusing, exciting, etc all at the same time/There’s a lot of opportunity and potential, but you’ve got to focus small to start.
- 96% based on study by
- Hard ROI based on this type of fundraising.There are a lot of other examples:- Twestival- Tweetsgiving- 12for12k
- Pick the right social networks for your organization and go claimyour space (i.e. get your account/url/brand represented)Facebook – community buildingTwitter – buzz/informationYouTube – they create awesome videoFlickr– they take/receive great imagery
- We’re going to focus on Facebook today as it’s the biggestAnd most likely place you’re already doing something.How many out there have a Facebook page?Make sure you use the logo area to brand it. Don’t just use a standard logo, think bigger and more exciting.
- Email sign upSocial media integration (YouTube,Flickr)eStore
- Custom landing tab that gives visitors who LIKE your page access to special content/offers
- This is really where the magic happens, everything else is (set-up).Provide info, but use compelling images
- Work hard to build a communityThis is NWF’s page … people share/talk/discuss on their own now days
- Make your posts witty, funny, interesting, etc … and, at times, have a purpose
- Use video as a way to capture attention and promote your cause(note: this is not a LAF video, they are sharing other resources)
- Start interesting discussions by asking good questions (and using images)
- Share good news about how your making impact (and use images)