A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises. Integrating digital channels in not-for-profit marketing: best practices and trends. Covering examples of the latest best practices in digital marketing for charities

1. Digital Marketing 2015
for Charities and
Not-for-Profits
1
Glasgow
2nd October 2014
Dr Dave Chaffey
SmartInsights.com
www.slideshare.net/Smart-Insights/

2. 2
About
Dave
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Editor of SmartInsights.com
- a marketing advice site
with Expert members in over
50 countries using our
planning guides, templates
and online courses to
improve results.
• Support charities and Not-for-
Profit organisations with
a 50% discount

3. 3
My
Charities

4. 4
Thanks Lucy!

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6. 6

7. Which tactic will give your
7
business the biggest
commercial benefits in 2015?
 1. Content marketing
 2. Conversion rate optimisation
 3. Mobile marketing
 4. Search marketing (SEO and PPC)
 5. Social media marketing

8. 8
Vote!

9. NfP Trends and recommendations structured around RACE Planning
9 http://bit.ly/smartgraphics

10. Do you need a defined digital
10
strategy or plan?

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Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
What is your Brand OVP/YouTility
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
http://bit.ly/smartovp
 PLAN
http://bit.ly/smartpersonas

12. What is your brand personality?
How can you/should you STRETCH?
 Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
 Personality is not just about what you stand for, but
how you choose to communicate it. It is also the way
to reconnect your customers, partners, employees,
and influencers to the soul of your brand in the new
social media era.
12
Source:

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“Sliders/Carousels done right”

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“Sliders/Carousels done typically”

15. Key brand messages?
+ Key brand journeys?
15

16. 16
Improving Reach
Key Trends
 Increased micro-targeting options
 Mobile targeting
 Engagement through Visual Apps
 Quality SEO signals

17. 17
Selecting the best communications mix
 REACH

18. What’s most effective for
18
Acquisition?
Source: Smart Insights: DMA Research

19.  REACH
Tip: Review Display Network and
Remarketing options
Effectiveness (potential sales volume)
AdWords
Generic
Trend 5: Increased in paid, owned, earned media targeting
19
Investment (resource needed)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic

20. 20
Increasing InterACTion
Key trends
 Interactive content marketing
 Investment in outreach
 Immersive-responsive landing pages

21. From creating sites to creating experiences
21
New research – free download:
http://bit.ly/smartexperience

22. 22
The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

23. 23
Matrix
Presentation title Author's name 2 October, 2014 Confidential http://bit.ly/smartercontent

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

25. Making the experience human
25

26. Is your site mobile optimised?
26
Responsive or Adaptive?

27. 27
Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile CRO
 Improvements to Universal Analytics

28. 28
Source: Chris Goward - WiderFunnel
When did you last redesign?

29. Experimentation at scale for a UK MC Retailer
140
By Jul 16
We’ll have
29
more
challengers live
in a visit than
competitors
launch in a
year
1/3 conclude with a significant positive effect
1/3 have no significant effect
1/3 fast fail with a significant negative effect
TODAY
We’ve grown to 50 experiments per month –
more than our competitors aim to launch in a
complete year
35
50
100
Mar 14 Aug 14 Oct 15 Jul 16

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31. 31
Improving Engagement
Key trends
 Customer satisfaction and feedback
 Social media marketing
 Engaging Email marketing – TEST, LEARN, REFINE

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Tip – using customer feedback tools
http://bit.ly/smartfeedback

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34. 34
Amnesty – masters of
crafted microcontent
Micro-content explained + Content curation explained

35. Email  social integration
35

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37. 37
Source: 7 Steps to Digital Transformation Infographic

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Let’s Connect!
Questions & discussion welcome
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