Are you a nonprofit organization that needs help with online marketing? View this presentation to find out how to get more involved in PPC management, SEO, social media and analytics. Learn how to leverage basic principles and best practices to raise awareness online, increase donations, generate more volunteer support and other goals specific to nonprofits. Additionally, discover how to obtain grant money from the search engines and apply it to successful paid search campaigns.

1. LOCATION3 MEDIA’s NONPROFIT SEMINAR

2. DIGITAL MARKETING I like

3. WHY ARE WE HERE TODAY? Let’s try to understand

6. Things to Chew on Your audience wants a voice User Generated Content is the most influential piece of “media” you have Best Buy is spending 20% less on TV and adding it to social Pepsi pulled out of the Super Bowl to launch Pepsi Refresh

7. Great digital advertising uses brand behaviors to inspire consumer behavior.

8. In 8 ideas Digital marketing

9. Digital isn’t about technology First:

11. IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT

12. Create Ideas that generate content, allow audience to be a part of story This should be the fun part:

14. Be simple, be magical, never stop playing Here are the nice warm and fuzzy words:

16. Leverage existing behavior Crowd sourcing doesn’t have to suck…a.k.a….

18. Master conversation strategy This takes significant time:

20. Expect Pain I know you probably don’t want to hear this but,

21. NONPROFIT ONLINE MARKETING Pay Per Click

22. Pay Per click What is Pay Per Click? Pay per click (PPC) is the pricing structure used by search engines to charge an advertiser each time a user clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel. PPC lets you reach the right customers at the right time, shows success metrics almost instantaneously and provides actionable data for optimization efforts.

23. Pay Per click What basic terminology should I know? Keywords Impressions Clicks Click Through Rate (CTR) Cost Per Click (CPC) Match Types Quality Score Bids Conversions Conversion Rate

24. Pay Per click How do I create my keyword lists? Research Site content Major categories Competitors Expand Build on major categories Utilize keyword tools (https://adwords.google.com/select/KeywordToolExternal) Include as many relevant keywords as possible Competitor keywords Niche areas Seasonal Target Use proper match types

25. Pay Per click How do I create my keyword lists? Scrub Filter through your keyword lists to eliminate irrelevant terms Group Organize your keywords in thematic clusters Keywords should be grouped with ad copy in mind Relevant keywords with targeted ads Rinse and Repeat Keyword development is ongoing Search Query Report Google Opportunity Reports

26. Pay Per click What are the keyword matching options? Broad match: keyword Phrase match: "keyword" Exact match: [keyword] Negative match: -keyword

27. Pay Per click How do I structure my campaigns? Account Level Campaign Level Geo-Targeting Search vs. Content Major Categories Ad Group Level Specific Keyword Group Tight Themes Customize Ad Copy Closely related ad text matching your specific keyword groups.

28. Pay Per click How do I create effective ad text? Create simple, enticing ads Use a strong call-to-action Include your keywords in your ad text Choose the best landing page Test multiple ads in each ad group

29. Pay Per click How do I control the cost of my campaigns? Keyword Bidding Control the cost you are willing to pay per click Max CPC *Note: Google Grant campaigns cannot exceed a max CPC of $1.00. Daily Budget Caps Control the amount you are willing to spend per day

30. Pay Per click How do I target the right audience? Geo-targeting Country State City Custom Ad Scheduling Day Parting Time Parting

31. Pay Per click What type of distribution should I use? Google Search/Search Partners

32. Pay Per click What type of distribution should I use? Google Content Network Note: Not available for Google Grant Funds.

33. Pay Per click How do I improve / optimize performance? Conversion Goals Goals should be measurable and have an associated monetary value Donations Volunteer Signups Newsletters Bid Management Keyword specific bidding strategies based on accumulated data Conversion Rates Maximize traffic within funds

34. Pay Per click How do I get a Google Nonprofit Grant?

37. What is SEO? “Search Engine Optimization is the process of improving the volume or quality of traffic to a web site or a web page from search engines via “natural” or un-paid search results.”

38. “70% of search engine users choose to visit websites that appear in the top 10 organic results.” -Forrester research Maps PPC Organic

39. Step 1: Choose your keywords @tarla // @Location3 // #L3Mnonprofit

40. How do I choose keywords? “urban scholarship programs” 1. Determine pages relevant for SEO 2. Select keywords for each page 3. Research variations 4. Pull and compare data 5. Choose 2-4 keyword per page “education nonprofit organization” “giving to the arts” “performing arts donations”

41. Step 2: Benchmark @tarla // @Location3 // #L3Mnonprofit

43. non-branded organic visits

44. organic conversions

48. Titles

49. Meta Descriptions

50. Meta Keywords

51. Content

53. What is link building? Acquiring links from relevant sources (websites/blogs) that direct back to your site, preferably with a chosen keyword in the anchor text. Why do we need to link build? The search engines (Google in particular) see these links as “votes” for a website, so the more links from high quality, relevant sites, the higher the site will rank.

55. Best of the Web

56. Yahoo! Directories

57. DMOZContact partners, affiliates and other organizational relationships.

58. What types of links are available? Sidebar Image In Content

59. Step 5: Content

61. Press releases

62. Articles

64. Post on others websites/blogs

65. Article and press release syndication sites

66. Facebook and Twitter

67. Social news and bookmarking sites

70. Organic traffic by keyword and keyword groups

72. NONPROFIT ONLINE MARKETING Social Media @angiepascale // @Location3 // #L3Mnonprofit

73. @angiepascale // @Location3 // #L3Mnonprofit

74. @angiepascale // @Location3 // #L3Mnonprofit

75. Create a Fan Page not a Group @angiepascale // @Location3 // #L3Mnonprofit

76. Create a branded vanity URL @angiepascale // @Location3 //#L3Mnonprofit

77. Customize your Fan Page with apps, Static FBML, boxes, etc. @angiepascale // @Location3 // #L3Mnonprofit

78. Ask questions in status updates Engage fans and encourage conversations Start discussions Poll/survey fans @angiepascale // @Location3 // #L3Mnonprofit

79. Twitter is a two-way conversation, not a monologue @angiepascale // @Location3 // #L3Mnonprofit

80. Build followers by following relevant, interesting people @angiepascale // @Location3 //#L3Mnonprofit

81. Ask & answer questions RT generously Compliment others @angiepascale // @Location3 // #L3Mnonprofit

82. Don’t be like Augustus; Social media Twitter Use moderation @angiepascale // @Location3 //#L3Mnonprofit

83. Join YouTube’s Nonprofit Program @angiepascale // @Location3 //#L3Mnonprofit

84. Add keyword-rich title and tags @angiepascale // @Location3 // #L3Mnonprofit

85. Add descriptions @angiepascale // @Location3 // #L3Mnonprofit

86. Include branding elements in videos @angiepascale // @Location3 // #L3Mnonprofit

87. SOCIAL MEDIA Measuring Success @angiepascale // @Location3 // #L3Mnonprofit

88. Which posts/videos had most response Who interacted the most Basic fan demographics @angiepascale // @Location3 // #L3Mnonprofit

89. Record growth of followers, fans and subscribers from month to month @angiepascale // @Location3 // #L3Mnonprofit

90. Decrease of negative comments Increase of positive comments @angiepascale // @Location3 // #L3Mnonprofit

91. GOOGLE ANALYTICS Referring URLs Time on Site/Bounce Rate Unique vs. Returning Visitors @angiepascale // @Location3 // #L3Mnonprofit

93. Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm

94. Facebook Vanity URL: http://www.facebook.com/username/

95. TwtPoll: http://twtpoll.com/

96. Yahoo! Answers: http://answers.yahoo.com/

97. Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal

98. TweetStats: http://tweetstats.com/

99. Bit.ly (URL shortener): http://bit.ly

100. YouTube Nonprofit Programs: http://www.youtube.com/nonprofits

101. YouTube Agent Change: http://www.youtube.com/agentchange

102. YouTube Video Volunteers: http://www.youtube.com/videovolunteers@angiepascale // @Location3 // #L3Mnonprofit

103. Nonprofit online marketing Web Analytics @samanthabedford// @Location3 // #L3Mnonprofit

104. Nonprofit online marketing What is Web Analytics? Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. @samanthabedford// @Location3 // #L3Mnonprofit

105. Nonprofit online marketing What is the value of web analytics? The value of web analytics is undeniable. Web analytics data >> customer intelligence >> actionable insights >> improve site performance >> increase donations/volunteers @samanthabedford// @Location3 // #L3Mnonprofit

106. Nonprofit online marketing Newton’s Third Law of Motion - Repurposed For every action, there is an opportunity for an intelligent reaction. @samanthabedford// @Location3 // #L3Mnonprofit

107. Nonprofit online marketing Web Analytics Cycle - Prior to Data Collection Set Goals Implement Code Analyze Data @samanthabedford// @Location3 // #L3Mnonprofit

108. Nonprofit online marketing Web Analytics Cycle – Once Data Is Collecting Translate Insights Inspire Visitors Continually Collect Data Reporting @samanthabedford// @Location3 // #L3Mnonprofit

109. Nonprofit online marketing Free Tools @samanthabedford// @Location3 // #L3Mnonprofit

110. Nonprofit online marketing SOS Outreach – Analytics Success 116.50% increase in visits 181.48% increase in page views 30.01% increase in pages per visit 36.40% increase in average time on site 18.91% decrease in percentage of new visits @samanthabedford// @Location3 // #L3Mnonprofit

111. Nonprofit online marketing SOS Outreach – Analytics Success @samanthabedford// @Location3 // #L3Mnonprofit

112. Nonprofit online marketing Analytics Services – Weekly Email Reporting @samanthabedford// @Location3 // #L3Mnonprofit

113. Nonprofit online marketing Analytics Services - Reporting Before Location3 Media Sample report and results from our insights Before and after Put together a basic initial look at their analytics…… After Location3 Media @samanthabedford// @Location3 // #L3Mnonprofit

115. Lets various versions of landing page elements go head-to-head to see which combination generates the most volunteers/donations Case study http://www.searchenginemarketingstrategy.com/wwcs/ @samanthabedford// @Location3 // #L3Mnonprofit

116. Nonprofit online marketing Attention Wizard – Eye Tracking @samanthabedford// @Location3 // #L3Mnonprofit

117. Nonprofit online marketing Crazy Egg Heat Maps @samanthabedford// @Location3 // #L3Mnonprofit

118. Nonprofit online marketing Google Site Overlay Report @samanthabedford// @Location3 // #L3Mnonprofit

119. NONPROFIT ONLINE MARKETING Mobile Marketing

121. More than 100 billion SMS sent monthly

122. 93% of adults ages 18 - 29 now have a cell phone

123. 250 million American mobile customersDonations via SMS have generated more than $1 million in $5 gifts alone. Source: Pew Internet Research, 2008 & 2009

125. 51% female

126. Sends/receives 357 text messages per monthSource: Pew Internet Research, 2008 & 2009

127. MOBILE MARKETING Haiti Case Study January 12 Earthquake hits January 13 Text HAITI SMS campaign debuts January 13 $1.5M January 14 $4.7M January 17 $20M

128. MOBILE MARKETING Smaller Mobile Giving Projects mGive’s Keep a Child Alive – Text ALIVE to 90999 St. Jude Children’s Research Hospital – Text HOPE to 90999 NASCAR Foundation – Text NASCARDAY to 90999 USA Cares – Text iCare to 90999 United Way – Text FIT to 864833 Best Friends Animal Society– Text PETS 90999 Go Red for Women American Heart Assoc. – Text HEART to 90999 MADD – Text MADD to 90999

132. Fast course of action without wait or hold times

133. Billing is accurate because of pre-determined dollar amount

134. Organizations ability to see immediate results

136. Once approved, develop campaign in conjunction with other donation strategies

137. Work with MGF messaging platform

138. Wireless carriers pass 100% of funds to MGF and MGF passes along donations to nonprofit

140. Must be listed as a soliciting charity in the state where solicitations occur

141. Must be in compliance with all state and federal laws

142. Must be operational for at least one year

144. SOS OUTREACHA Youth Development Charity

145. What is SOS Outreach? Headquarters: Edwards, CO Status: 501 (c)(3) Offers: Year round outdoor recreation programs to build self-esteem Total Participants: 4,500 yearly with recent merger with Meet the Wilderness 3,000 through snowsports and 2,000 through adventure programs Relies on 950 volunteers annually and 500 donors to produce programs

146. SOS Outreach: Key Audiences

147. SOS Outreach

149. Google Analytics Site Usage June 1, 2009 – April 22, 2010: 51,359 Visits 196,939 Pageviews 3.83 Pages/Visit 51.17% 00:03:25 61.54% % New Visitors to the Site Visitors Completed 2,803 goal conversions

150. Integrationof Social Networking SOS Outreach – Featured photos, videos, blogs post to Twitter using Twitterfeed.com Twitter connected to LinkedIn, MySpace Facebook Fan Page – Posts to Twitter and MySpace Members of SOS Outreach can post content they’ve uploaded to other social networks with one click

151. Twitter

152. Twitter

153. Facebook

154. Facebook

155. YouTube Google Checkout ™ Integration

156. Impact “My son has benefited enormously from participating in the SOS program. He can explore challenges and friendships in an environment free from the pressures of school, and is recognized for what he brings to the team rather than by academic standards.” “I have personally witnessed how SOS transformed the lives of countless children in the middle school where I taught as well as the high school where I currently teach. It has helped kids stay on the "straight and narrow"…kids who I could see were headed for a weak future.”

157. SOS Outreach P.O. Box 2020 Avon, CO 81620 970.926.9292 sosoutreach.org twitter.com/sosoutreach facebook.com/sosoutreach youtube.com/sosoutreach

158. LOCATION3 MEDIA’s NONPROFIT SEMINAR Twitter // @location3Email // info@location3.comPhone // 720.881.8510Facebook// facebook.com/location3mediaLinkedIn // linkedin.com/companies/location3-mediaYouTube // http://www.youtube.com/user/location3media