The Ever-Changing Virtual Communications of NGOs. Jan Böhm, Honza Páv International Fundraising Festival

Transcription

1 The Ever-Changing Virtual Cmmunicatins f NGOs Jan Böhm, Hnza Páv Internatinal Fundraising Festival

2 Online Marketing = s much infrmatin everyday

3 Internatinal Fundraising Frum = s much infrmatin tday

4 Framewrk t help yu t understand trends and enjy IFF mre. Intrductin f the framewrk: hw t apprach trends Trends in Marketing Trends in SEO Trends in Scial Cntent Marketing is hyped nw Key takeaways

5 INTRODUCTION OF THE IDEA: HOW TO APPROACH TRENDS

6 Hw d yu react t trends? 1. Either yu fall fr every rumur, uncritically accept hype and therefre yu cannt keep yur wn line 2. Or yu becme sceptical twards innvatin in general and freeze at certain level f develpment after sme time

7 What is HYPE?

8 General develpment f nline marketing trend a template fr evaluatin trends Emergence f trend The trend sptted by industry Trend understd frm tech POV Trend evaluated based n ROI Sme peple see changes in a way hw infrmatin can be marketed. These changes cmes frm tech develpement r changes in peple s behavir. The trend is making it t the industry blgs and magazine headlines. Marketers feel they shuld use it. This where the realy hype rises. Everyne need t emply the new trends. The technical backgrund is always easier t understand. Hw imprtant it is in the lng term is nt. Finally the industry matures and evaluate the trend based n the lngterm effect n business gals. Happy end.

9 We are ging t explre the develpement f the mst imprtant NGOs nline marketing channels

10 MARKETING

11 What are the biggest challenges and cncerns regarding Marketing?

12 marketing Emergence Sptted 1996: Htmail is established as the first fre service 1998: the Data Prtectin Act was updated t ensure all marketing included an pt-ut 1998: The wrd spam is added t Oxfrd english Dictinary 2000: An increasingly imprtant prcess is t design a strategy that encurages thers t carry yur marketing message via , using their wn netwrk f relatinships and preferably their wn resurces (surce) 2003: the Can Spam Law was intrduced in the US setting the first regulatins fr cmmercial s (Surce)

13 marketing Understd: As part f the multichannel marketing 2003 Trend Keywrds: Persnalizatin, Frequency, Include pictures and lgs - recgnitin Multipart messages, increasing the lk and feel f the cntent and layut, by utilizing mre sphisticated, in-huse designs. Multi-channel marketing defined as cmbining marketing campaigns with ther methds (with website ffers r prmtins, print media advertising, direct mail) 2003: Nn-prfits are als increasing their reliance n marketing in 2003, as cmpared t The primary reasn reprted is savings n bulk-mail pstage. (surce). 2004: AOL cllected users feedback t sme service prviders, marketers culd see what their recipients thught f their s, and culd use spam cmplaints as a metric. (surce)

14 marketing Understd: 2004 Trend Keywrds: Delivery Rates, Open Rates, images dwnladed ff by default, Click Rates, Sunday was the best day f the week fr Open and Click Rates, Persnalized Subject Lines resulted in higher Open and Click Rates, Click Rates were significantly higher fr s with mre than 20 links (surce) 2006 Trend Keywrds: Mailing frequency, Type f mailing (newsletter, infrmatin, etc.), Incentives/ffer cntent, Creative, Level f audience targeting/segmentatin (surce) 2008: Barack Obama Campaign (surce) Using Persnalized Landing Pages, Made-t-Click Subject Lines, Great Use f Optin Frms, Smart Fllw Ups, Split Testing f Key Pages

15 marketing Evaluated in the lng term 2013: New Gmail Inbx (surce) 2013: Mbile, relevant cntent, and multi-channel tuch pints becme the mainstays f effective prgrams in Effective marketers will fcus their prgrams n custmer centricity, relevant cntent, and multi-channel, data-driven lifecycle prgrams t keep their campaigns successful surce 2015: Yur cmmunicatin even yur ffline marketing effrts need t be mre abut cnnecting, educating and engaging with yur supprters and less abut the pitch. surce

16 marketing Takeaways 1. ing is here t stay, but it is cnsidered as a part f multichannel cntent marketing than as a single way hw t deliver message t peple 2. There are big differences between newsletters and transactin s

17 SEO

18 What are the biggest challenges and cncerns regarding SEO?

19 SEO Emergence Sptted 1998: Ggle launches and uses PageRank t rank websites mre accurately 1999: First SEO knference ever tpics: Designing Search Engine Friendly Sites Meta Tags Drway Pages 2000: Ggle s PageRank tlbar helps SEOs figure ut the best pages t get links frm 2003: Ggle s Flrida update penalises tactics ppular in the late 90s like keywrd stuffing and ver ptimisatin f anchr text 2005: Ggle releases the nfllw tag t cmbat blg spam which is supprted by bth MSN and Yah surce

20 SEO Understd 2007: In the SEO wrld, the practice f viral media generatin and marketing will cntinue t spread in the wrld f high-prfile SEO firms, but remain very rare amng smaller, lcal firms (Linkbaiting) Buying links is ging t remain an effective way fr websites t rank fr lw and mid-level cmpetitin phrases. 2009: Ggle Caffeine update means Ggle can index the web mre ften and prvide fresher results (Twitter in the SERP) 2009: Ggle Vince is a majr update that many SEOs feel favur brands surce

21 SEO Refusal 2011: As part f Ggle s launch fr Ggle+, it starts encrypting keywrd data. SEOs nw see a high % f their rganic traffic frm (nt prvided) surce

22 SEO Evaluated in the lng term 2010: Cnversin rate ptimizatin will dminate SEO next year. Still the mst underutilized and highest ROI activities in the marketing department, cnversin rate ptimizatin will reach mre awareness and brands will fcus n imprving cnversin ver time. (surce) 2010: Year f Cnversin Rate Optimizatin (Mz, surce) 2011: Ggle launches Panda. Its aim is t prevent sites with lw quality cntent frm acquiring tp-tier rankings 2011: We'll Start t Mve Away frm the Title "SEO" t Smething Mre All-Inclusive (Mz, surce) 2012: SEO Withut Scial Media Will Becme a Relic f the Past (Mz, surce) 2012: Ggle Will Make it Very Hard t D Great SEO Withut Using G+ (Mz, surce) 2012: Ggle releases Penguin t punish websites that are building lw quality links surce

23 SEO Evaluated in the lng term 2013: SEOMz rebrands t Mz, an inbund marketing cmpany Inbund Marketing Make marketing peple lve. By publishing the right cntent in the right place at the right time, yur marketing becmes relevant and helpful t yur custmers, nt interruptive. Nw that s marketing peple can lve. 2013: Inbund marketing Inbund marketing will be in mre titles & jb prfiles as "SEO" becmes t limiting fr many prfessinals (Mz, surce) 2014: Resumes Listing "Cntent Marketing" Will Grw Faster than Either SEO r "Scial Media Marketing (Mz, surce) surce

24 SEO Takeaways: Dn t hate the player, hate the game 1. SEO is changing because we want t cheat it. By that, we are making it smarter 2. We say yes t hacking and testing the bundaries f SEO, but efficiently and with business results in mind 3. Optimize fr peple, nt search engines -> search engines are becming mre inteligent

25 SOCIAL MEDIA

26 What are the biggest challenges and cncerns regarding Scial Media?

27 Scial Media Emergence Sptted 2004: Scial Media takes ff Scial Cmputing. The shift frm the slitary experience f reading a web page t the scial experience f human interactin, cllabrative infrmatin sharing and entertainment nline. Blgs, meet chat rms, meet interactive games, meet MUDs, meet cmputer cnferencing. (Surce) 2006: Undubtedly 2006 has been the year f the scial netwrk. MySpace, YuTube, Facebk have been the three utstanding success. 2006: Frm what I see and hear, facebk has the biggest ptential t establish itself as the nn-dating netwrk with a glbal impact. 2009: Scial media is ne f the mst cst effective ways t engage and interact with their custmers.

28 Scial Media Understd 2012: SEO Withut Scial Media Will Becme a Relic f the Past 2013: Users Ntice Mre Branded Cntent n Their News Feed (surce) > FB algrithm changes: Shwing Mre High Quality Cntent (surce) Cleaning Up News Feed Spam (surce) Shwing Better Vides (surce) Click-baiting (surce) Shwing Mre Timely Stries frm Friends and Pages (surce) Reducing Overly Prmtinal Page Psts in News Feed (surce)

29 Scial Media Understd 2014: Tactics Are Tp Challenge in Scial Media (surce) 2015: Vide Becmes the Cntent f Chice Infrmatin Density Creates Hurdles Paid Ads Becme Unavidable (surce)

30 Scial Media Evaluated in the lng term D we already understand the value f scial media in the lng term?

31 Scial Media Takeaways 1. Scial Media are part f the envirnment in which we d business, it is nt a channel anymre 2. Stp chasing pst reach and find the right KPIs yu need t fcus n 3. N general rules r truths: Test and learn and find what wrks fr yu

32 CONTENT MARKETING

33 Cntent Marketing? Anyne?

34 Cntent Marketing Preceding trend Blgs RSS (Distributin) 2002: T build a weblg yu d nt have t be a cmputer expert r even knw HTML, but cmputer skills and HTML knwledge can certainly help (surce) 2005: Blgs are bviusly here t stay. Sme f the cutting-edge blgs are starting t ffer cntent in audi and even in vide. This will nt nly affect jurnalism, but it will impact the retail business as well. (surce) 2005: Many crpratins have had n ther chice this year (and, t an extent, last year) but t jin the blgging cmmunity. (surce) 2005: Valuable cmmercial cntent is key. (surce) 2005: RSS. Really. What sme call Real Simple Syndicatin is being used by many newsletters as a way f aviding filters (surce) 2007: RSS cntinues t inch twards the mainstream 2009: Create mre attractive cntent because it csteffectively engages cnsumers at many tuch pintsduring the purchase cycle, leverages internal resurces, and aids search ptimizatin.

35 Cntent marketing is being hyped nw Hw many articles t write? 10 tips t write better headlines Hw t share it? Hw many platfrms shuld I use?

36 Cntent Marketing Takeaways: Framewrk fr understanding nline marketing surce

37 FINAL TAKEAWAYS

38 Final Takeaways 1. Trends als mve backwards, cnnect with each ther r change names 2. Big players can influence trends (they have data, d tech imprvements like algrith changes, ) 3. Marketing is nt abut having a plan withut the plan B anymre 4. Always evaluate based n business utcmes (STDC framewrk helps)

39 Thank yu! Jan Hnza