ONLINE & SOCIAL MEDIA MARKETING FOR SMALL NONPROFITS

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1 ONLINE & SOCIAL MEDIA MARKETING FOR SMALL NONPROFITS The marketing environment is changing so rapidly that by the time you read to the end of this document something important will have changed. So the key meta-strategy is to stay nimble. We are not working toward a goal, we are engaged in a process that s constantly evolving to work better. KEY LONG-TERM CONSIDERATIONS: B E PREPARED TO GO MOBILE. It s where the audience is going. Whatever we implement on the desktop/laptop computing platform should mesh seamlessly into the mobile (smart phones and ipads) environment. D ON T INVEST BIG MONEY IN ONLINE INFRASTRUCTURE like purpose-built websites, custom e-services, etc. Rather, invest in good branding, design, and content that can be used across all platforms and integrated into the cheap/free customizable tools online that audiences are already using. START WITH ROI: WHAT DO WE WANT? Online marketing goals should be established based on your audience. There are three things you can measure: V ISIBILITY: Attract viewers, build awareness and recognition/ status. This is the get the eyes function. In this phase, we are answering the audience s question Who is this organization? Measurements for visibility focus on audience development (growth and size.) E NGAGEMENT: Build relationships to turn viewers into participants. Participants seek more information, using various online tools. They watch videos, comment on blog posts, ask questions, etc. In this phase we are answering two questions from the audience: Does this organization have what I want? And Can I trust them? Ways to measure engagement fall into two main areas: How an audience member moves between our various information-providing tools, and how do they respond to the information by opening s, clicking to watch videos, signing in to comment, etc.)

2 ONLINE MARKETING STRATEGY C ONVERSION: If we ve answered their questions with yes, conversion makes it as simple as possible for participants to become our audience usually called customers in the for-profit world. Conversion happens when one of our web-based marketing tools generates engagement. Tools are available or can be designed to help track various types of engagement and what prompted it. First, choose and develop an integrated suite of e-tools for audiences to learn about and connect to our organization. Each tool (website, , social media page, etc.) is a node, with its own purpose. We pick the tools based on what we want to accomplish. Next, develop a compelling array of content that includes basic, ongoing information about us and our services, plus a regular stream of high quality fresh content. G OAL: ACHIEVING VISIBILITY P ASSIVE ELEMENTS 1. Be where our audience is looking for information. 2. Provide content that will attract viewers: Images, videos, informational blog posts and articles. 3. Maximize SEO for static tools like website or blog, and use software tools to link with other nodes and build visibility throughout the whole suite. A CTIVE ELEMENTS 1. You can use Google AdWords and PPC/promotional tools on key sites 2. Identify and list with high-quality, high-visibility listing and referral services appropriate for our organization, and free resource directories focused on appropriate audiences. 3. Use tools focused on announcement (Start with updates and Twitter presence) and set up a schedule of fresh content releases to fuel them. 4. Participate in online forums and arenas hosted by others and link back to our sites. G OAL: BUILDING ENGAGEMENT Two things will drive engagement: The quality of our fresh content, and reciprocity: How we engage with others. C ONTENT should be planned to drive traffic between all of our online marketing nodes, and it can include: An internally-driven news cycles of events, services, new content releases, etc., Page 2

3 Tracking and responding to trending issues & topics related to our work. R ECIPROCITY is the social in social media, meaning that we have staff or volunteers online on a regular schedule to: Participate using realtime media like Twitter, tracking and responding to comments, shares, likes, etc. on our online sites, and Visiting other sites and forums to engage in discussions, add likes, shares, etc. The goal is to have a human presence perceptible and accessible throughout our online marketing system. ENABLING CONVERSIONS: A T EACH NODE in our online marketing tool suite of tools, the viewer should have a simple option to connect to us. They should be able to click ONE button that looks the same (or similar) on each site, and make a connection with our primary site, or send an , or make a phone call, or sign up for a service, etc. IMPLEMENTING ONLINE MARKETING STRATEGIES P HASE O NE: I DENTIFY OUR AUDIENCE AND ESTABLISH THE BASIC ONLINE MARKETING ELEMENTS THAT WILL ATTRACT THEM TO US ONLINE. Determine a primary node for online marketing. Most organizations use a website or blog, some use a Facebook page. Whatever s likely to appeal to who we work with. Establish marketing with a mass service for near-term announcements, online newsletter, event management or other functions. Examine other online tools, especially social media, and choose which ones will provide the best results for our needs. Identify online listing sources and begin placing links and profiles and directory entries. P HASE T WO: B UILD EFFECTIVENESS AND VISIBILITY WITH OUR AUDIENCE( S). Establish additional social media nodes: A blog associated with the website, a Twitter profile and tweet engagement schedule, a Facebook page, Pinterest site, LinkedIn company profile and discussion board whichever our Phase One research suggests will be a good fit. Page 3

4 Begin gathering analysis data, and target pay-per-click advertising on Google, Facebook, and other major search engines, if we plan to use any paid links/ads strategies. Continue building presence on online listing and directory services. Create a few of tests and coordinated campaigns to figure out what is working best and what we need more of. Page 4

5 TOOLS PRIMER WEBSITE MARKETING FUNCTION: Hosts basic informational content (be a reference library ); Acts as a service counter that connects and coordinates content with other social media; and Carry the storefront : a conversion-focused narrative, described by one Social Media Manager as: Providing detailed information about the programs and services we offer and why we offer them. We keep the public informed about our website through the latest technology and social media. Most of us who are in our field or need our services are already familiar with the language and descriptions that are commonly used, but we feel it s very important to educate the public as to why these services are necessary and to do so in a way that is easy to understand. Provide a gateway for conversions and tracking who is connecting with us. CONTENT: Text & images, downloadable documents, forms, information. Possible interactive features via plugins for surveys, etc. Featured video content (tour, introduction, etc.) Links to video channels and other social media PLATFORM & DESIGN: Given the most recent advances in web hosting and design tools, any good basic Content Management System should be able to handle most website needs. INVESTMENT TO IMPLEMENT The key investment is planning time and input, which should focus on how the website fits into the online marketing plan, how it interacts with our social media nodes, how users will interface with it, what content it will host, what functions we will want to include, etc. Secondary consideration will be the design elements to convey our identity ( branding ), and the planning and creation of the content. The process of creating a usable site (or remodeling an existing site) with powerful marketing-focused content will take several weeks planning and execution. We ll need: Page 5

6 A D EVELOPER: The person who knows the site code, how to turn what we want into modules, widgets, templates, and underlying page architecture, what various plugins and add-ons can do, how to write SEO into page code, etc. A D ESIGNER: The person who understands our branding package, has a feel for visual design, how users will interface with the site, etc., and can provide attractive, eye-grabbing visual elements, easy to use layout, and clear conceptual mapping for page and site elements. A M ARKETER: The person who has our primary marketing and communication goals in mind and a clear understanding of what needs to be achieved by the site as a whole as well as by each section, page, element, etc. A W RITER: The person who can provide compelling text, turns of phrase, explanatory labels, turn complex professional jargon into clear, audience-focused communication. A P LANNER/PROJECT M ANAGER: The person who can honcho all the other members of the team into working together in a timely fashion, makes sure all the right people get asked to okay all the right things, etc., and ultimately deliver the site. INVESTMENT TO MAINTAIN/USE/GROW We will need someone who can do technical maintenance (fix broken links, add new widgets/plugins as needed, respond to problems, etc.) This is not a full time job but when it is needed, it is needed NOW. It should be a staffer who has constant onsite and/or remote access, or a contractor with remote access. We will need someone who can do content development and maintenance on a regular basis. Doing this, or managing a volunteer(s) who will do it, should be a primary job responsibility for someone. GOALS/SUCCESS MEASURES We will need to establish specific measurement goals and track them via Stat Counter, Google Analytics, or other (free) website traffic analysis tools. Goals should be established in all three major areas (visibility, engagement, conversion.) An experienced online marketing consultant may be able to help establish the goals and train us in understanding and tracking website ROI, but there are also good free online resources and tutorials to help learn on our own. Page 6

7 MARKETING FUNCTION: Announce new content, promotions, events, etc. to build viewers into engaged participants Targeted and segmented communications to build relationships with established audiences and constituents CONTENT: Template type text (boilerplate,) links to content on other nodes such as the website or Facebook page, response devices, etc. Boilerplate should be established with a template library for basic needs, and updated/added to as needed as well as on the fly text for each . PLATFORM & DESIGN Use a cloud-based marketing tool that can integrate with other social media nodes. Many have free or discounted rates for nonprofit organizations. INVESTMENT TO IMPLEMENT: Planning time, working with the service provider, establishing templates, uploading and segmenting lists. A few days of staff/and or volunteer time, once all contact lists have been gathered and boilerplate text/templates planned. For a fast start, a stand-alone service like icontact or Constant Contact can be implemented almost immediately. Eventually we may need to invest in a larger, more automated system, and this process may have to be repeated. INVESTMENT TO MAINTAIN/GROW A dedicated staffer or volunteer will have to spend time on a regular basis maintaining and updating lists, preparing new templates, analyzing conversion reports, and ensuring that contacts are linked appropriately with other social media nodes. GOALS/SUCCESS MEASURES Most providers include a suite of analysis and reporting tools which we can configure based on our goals in all three areas. BLOG(S) MARKETING FUNCTION: Build credibility and engagement Add value to our services Build SEO Page 7

8 Enhance content on website and other social media nodes Provide a final push to produce conversions CONTENT A dedicated blog is a platform for exposing fresh, timely content that informs, provokes discussion, and attracts comment and engagement. It s highly flexible and can be targeted at a wide variety of goals. It can also be a source of conversions. A blog can highlight staff expertise on various topics, address questions provoked by news and current events in an immediate, timely manner, and give a casual, approachable venue to discuss services, questions, and issues. Adding a comment function can build engagement and SEO for the website. PLATFORM/DESIGN There are a variety of dedicated blog platforms available free or low-cost, with excellent design and management tools. Our web platform may be able to accommodate a separate-but-attached blog function, or we could go with a stand-alone free platform, many of which offer an impressive array of templates, design tools, and add-ons. Any of these can be customized with our branding material to a greater or lesser extent depending on what we want to invest. INVESTMENT TO IMPLEMENT A couple of days developer time to establish and customize the blog site, and link it to our website and other social media nodes. It will also require some planning to determine topics, focus, features, etc., and to produce some initial content. INVESTMENT TO MAINTAIN/GROW The main investment to maintain and grow the blog is content: Staff and/or volunteers will have to provide or assemble content from other sources (in some cases writing it for them, probably,) on a regular basis. A senior staff person will also have to monitor content quality and responses to comments, etc. GOALS/MEASURES FOR SUCCESS The blog should be integrated into the web analytics reporting as a traffic source, and cross-evaluated with other social media nodes. SEO can be measured with keyword tracking, and the web-to-lead interface can identify new audience development and conversions. Page 8

9 TWITTER MARKETING FUNCTION: Announce in real time and connect to, echo, and amplify other social media Build visibility with audience Build SEO for the website Build engagement with network and audiences CONTENT Twitter is the current most-used and most effective visibility-building social medium. It is becoming a powerhouse in generating SEO for websites, blogs, and other social media. 140-character Tweets are analogous to the newsboys who used to stand on the corner shouting headlines and getting customers to look for more information. Most tweets include a hook and a link to content such as an image, a web page, a Facebook post, etc. PLATFORM & DESIGN The service provides the platform. It can be customized free to the user s branding and design to a limited extent. Twitter is currently rolling out a paid service for greater customization which may be useful in the future but is not necessary initially. INVESTMENT TO IMPLEMENT Initial investment is minimal in cash but requires a staffer or volunteer to learn to use the interface and to use one or more management tools that will allow us to set up auto tweeting, track followers and engagement, and produce reports. It will also require an investment in producing a collection of customizable boilerplate tweets linking to various web pages, etc. INVESTMENT TO MAINTAIN AND GROW To succeed with Twitter it will be necessary for staffer(s) and/or volunteers to spend some time frequently, maybe even daily, managing the interface and engaging with the audience to some extent. In addition, it will require a regular stream of new tweets for current announcements, fresh content, etc. GOALS/MEASURES OF SUCCESS Twitter goals should focus on visibility as measured in follower growth, and engagement that can be tracked with third-party management tools such as HootSuite. Website analytics will track it as a traffic source. A contact us button on the Twitter profile page may provide some conversions but it will drive traffic through our online marketing nodes. For Page 9

10 building audience and engagement it is currently the most powerful social media tool for large-audience development. FACEBOOK, PINTEREST, GOOGLE+ MARKETING FUNCTION: Visibility and credibility with audiences Engagement and relationship building SEO building for the website and other social media Advertising platform reaching millions CONTENT If Twitter is the newsboy on the corner, These social media services are like a coffee shop where you can metaphorically sit down with your audience and show them your personality and services in more depth and detail, and engage them with short, easy interactions that provoke them to spread the word about you. Content here can build networking power among established audience networks, as well as credibility with new audiences. One really hot Facebook or Pinterest post shared across large audiences can boost SEO powerfully. PLATFORM AND DESIGN There are a number of customizable third-party utilities to maximize these services page design once a page or profile has been established for free. Good results can be achieved in a cost range under $1000. Facebook and Google+ also offer a variety of apps and plug-ins to add event announcements, surveys, and other interactive tools as desired. INVESTMENT TO IMPLEMENT Branding tools should provide all the needed design elements, so it would require a minimum of staff or volunteer time to put up a page or profile initially. Enhancements can be budgeted and added separately as needed. An additional time investment will be needed to begin the engagement process by finding and liking (connecting to the page s feed) other pages and profiles on the service, and sources of information. If we wish to use the Facebook Ads function to grow page effectiveness it will require both time to learn and create ad functions, and a budget for the ads. INVESTMENT TO MAINTAIN/GROW Many posts can be cross-links of content to/from other social nodes, but some time should be invested in creating several unique posts each week. Posts can be scheduled and managed via a third-party social media dashboard tool. Some time should also be spent daily reviewing the page feed and engaging with (commenting, sharing, and liking ) additional Page 10

11 audience. Ad review and update will require its own investment and tracking, if used. GOALS/MEASURES OF SUCCESS Facebook provides its own suite of measurement and analysis tools both for the basic page and for ad performance. Most services can also be integrated into website-based analytics tools to measure their effectiveness as a traffic source, and conversion generator. LINKEDIN MARKETING FUNCTION: Visibility & credibility with issue area & professional audiences Engagement & relationship building with professional network Build SEO for the website & other nodes CONTENT LinkedIn allows the creation and limited branding of a business page and posting updates to that page. It also includes an array of tools such as specialized news-updates, and enables the user to start and participate in topic-focused discussion groups. Another strength is linking staff with impressive profiles to the business page. By creating optimal profiles for all associated staff, and linking to them from the website and other nodes, it provides superb credibilitybuilding. Staff participating in discussion groups and linking to blog posts and other content promotes engagement in a valuable professional network audience. PLATFORM AND DESIGN The platform is provided free and some limited customization is available. INVESTMENT TO IMPLEMENT Implementation requires a little planning time, and time spent working with individual staff to create and optimize their profiles and familiarize them (if they re not already participating) with the discussion group function. A basic business page can be created in an afternoon, and staff profiles linked to the page. INVESTMENT TO MAINTAIN/GROW A staffer or volunteer will need to post updates and cross-update with other social nodes, and will need to encourage staff and assist them to maintain profiles and participate in discussions if they wish to do so. Page 11

12 GOALS/MEASURES OF SUCCESS LinkedIn provides some analytic tools free, additional reporting may be purchased if needed. It s also reported as a traffic source on website-based analytics. It may be necessary to establish and manually track some measures based on staff profiles appearing in searches, etc. AGGREGATION TOOLS New services such as RebelMouse are offering users a platform designed to bring all of our social media feeds into one viewing location, presenting Facebook posts, Tweets, blog posts, etc. on a single page. A feed from the aggregation page may also be added to a website or blog, improving the links between the site our social media online marketing. KEEPING UP Because new services are constantly developing, it s important to review our online marketing strategy frequently, check progress regularly, and integrate new ideas and improvements regularly. Page 12