Integrating Digital Marketing Strategies Into Your Nonprofit (and Measuring ROI)
Understanding digital marketing strategies is a critical component of success for businesses today. And nonprofit organizations and associations are businesses, too. As such, they need to understand how to integrate digital media into their marketing efforts, how to use the power of social media to help with awareness, reach, community building and fundraising efforts and how to measure success. This was a presentation that Shelly Kramer, CEO of Kansas City-based V3 Integrated Marketing gave in October of 2011 to a gathering of YMCA Chief Marketing Officers and Chief Technology Officers on digital media. The presentation covered an overview of digital media, a discussion about how inbound marketing is dramatically different than outbound marketing, and a comparison of the costs of the two very different kinds of marketing tactics. The presentation covered social media channels - like Facebook, Twitter, YouTube, LinkedIn and the corporate blog, and discussed how to integrate these channels into your overall marketing efforts - and how important that is. Lastly, the presentation covered data and analysis and touched on the fact that having analytics and using them are two completely different things. Analytics and data can be the roadmap for any successful marketing (or fundraising) initiative. And they can play an integral role in analyzing the ROI of your marketing efforts - both traditional and those focused on utilizing social media channels and other inbound marketing strategies.
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Integrating Digital Marketing Strategies Into Your Nonprofit (and Measuring ROI)
- 1. Integrating Digital Media Into Your Not-For-Profit (+ Measuring ROI) Shelly Kramer CEO, V3 Integrated Marketing INTEGRATED MARKETING Vision + Voice + Value
- 2. Understand The Web of Today Today’s Website
- 4. Traditional Marketing Print Ads Television Ads Events/Galas Direct Mail Email Blast
- 5. What The Heck Is Digital Marketing? Blogs Ebooks White Papers Videos Microgiving Campaigns SEO Social Media Webinars Feeds, RSS
- 6. Inbound Marketing is More Effective Outbound Ave. Cost Per Lead Inbound is $332 60% lower per lead Inbound Ave. Cost Per Lead $134 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
- 7. Learn this, Live it ….
- 9. is the second largest search engine next to Google with 790 million unique users per month. Yup, it’s your client, too.
- 10. Understand The Social Media Effect
- 11. Website Blog Facebook Twitter
- 13. Social Media Why bother? 93% of people expect companies to have a social media presence
- 14. Primary Social Media Objec6ves 27% 28% Brand Other Awareness Customer Acquisi6on Customer Growth 19% & Loyalty 25% Source: 2010 COLLOQUY & DMA Social Media Study
- 15. People has over 800 million registered users
- 16. People has over Over tweets per day
- 17. of users across all social media platforms are 18 to 50 years of age
- 18. 35 years or older 65% are 35 to 54
- 19. We’re a Wired Bunch 51% Higher Than Average Email
- 20. Let’s Talk Mobile 93% of women surveyed feel they would be lost without their mobile device. Men like ‘em, too. MiBuys, May 2010 !
- 21. Mobile is Not Just SmartPhones...
- 23. Are You Paying Attention To This?
- 24. 5 % Less than of businesses have mobile enabled websites
- 25. Most websites look fine on a desktop computer…
- 26. …or on a laptop.
- 27. Most desktop websites were not designed to be viewed on the small screens of mobile devices. Fonts can be too small, images are too small, navigation can be clunky, Flash won’t work, lengthy page loads, and the list goes on and on.
- 28. 50 % of businesses have never checked the appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
- 29. Percentage of Smartphone owners accessing the Internet or email
- 30. Is your site mobile-ready?
- 32. Is THIS better?
- 33. How About This?
- 34. Is THIS Better? Or Worse?
- 35. Let’s Regroup
- 36. Social Media is for Leads and Sales Percentage of companies that have acquired a customer from: Facebook Twitter Company LinkedIn Blog 44% 41% 46% 41% Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
- 37. Does This Impact The YMCA and what you’re trying to DO?
- 38. YES! Short answer …. (don’t leave yet)
- 39. Tactics to find new customers 2010 2011 Website 51% 85% Email Offers Own List - 74% Search 38% 74% Video 20% 54%
- 40. Tactics to find new customers 2010 2011 Coupon Offers (Groupon) - 53% Mobile - 49% TwiQer 27% 50% Facebook 43% 65%
- 42. Analytics: From Nemesis to Roadmap
- 43. Today’s Marketing – Numbers Based • What and How • Predict Growth, Trends • The Competition • What’s Working • What’s Not
- 44. First Step – Know Thy Website • Analyze Site Traffic • Do Your Keyword Research • Stalk the Competition • SEO Content For Your Site
- 45. What’s the big deal about analytics? • Want • Care About • Find You • Do There • Oops, What Did I Do?
- 46. Stats = Influence + Crediblity How Do I Measure + Show Value -‐ hRp://getclicky.com
- 48. Know Where Your Stuff Goes!
- 49. Your Stats Are Your Roadmap
- 50. Your Stats Are Your Roadmap
- 51. NOW, where’s the #$@*% ROI?
- 52. Settle Down
- 53. The Key is BENEFITS ort vs. Long Sh Financ ial vs. n-Fina ncial No
- 54. Before ROI, You Get This • Increase in site traffic • Increase in time spent on site • Views of a specific landing page, blog post or offer • Increased follower/like/friend base • Increase in Share of Voice • Increase in Positive Sentiment (this means they like you) (more)
- 55. And the Payoff… • Increased revenue • More leads • Shorter sales cycles • Lower customer acquisition costs • Lower customer service costs • Lower customer retention costs (Are You Happy Yet?)
- 56. Social Media Allows You to Do this: Humanize your brand Engage directly with your donors Listen to them Provide service, answers Deepen and develop relationships Be transparent, gain trust Deliver what they need That’s pretty cool, isn’t it?
- 57. Social Mediums Can Help Here’s how you do it:
- 58. YES! Does it take time?
- 59. YES! Does it cost money?
- 60. YES! Does it work?
- 61. Resources We Love - ThinkTank
- 63. Resources We Love - FrogLoop
- 64. NFPs Doing a Great Job
- 65. NFPs Doing a Great Job
- 66. NFPs Doing a Great Job
- 67. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” - Charles Darwin
- 68. Stalk Me … I don’t bite 816.200.2520 Shelly@V3im.com www.v3im.com LinkedIn twiRer.com/shellykramer facebook.com/shellykramer Shelly DeMoRe Kramer
- 69. INTEGRATED MARKETING Vision + Voice + Value v3im.com