Leveraging , Social & Web. Budget Friendly & Effective Marketing

Transcription

1 Leveraging , Social & Web Budget Friendly & Effective Marketing

2 Agenda Why Leverage the Web? Web Metrics & Results Web Tactics Social & Marketing How to Get Started Today Feel free to ask questions at any time.

3 Leveraging the Web Why Leverage the Web? Web metrics show community accesses rfpra.com for information Small marketing budget Revenue Generator Goal Increase Web traffic by 10% by year end.

4 rfpra.com Before

5 rfpra.com After

6 rfpra.com Tracking Visits 25,000 20,000 15,000 10, visits 2010 Visits 5,000 0 Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec 2009 Yr/Yr Visits Increased by: 26% 2010 Yr/Yr Visits increased by : 43% (Q1 Q3)

7 rfpra.com Tracking Page views 80,000 70,000 60,000 50,000 40,000 30,000 20, Page Views 2010 Page views 10, Yr/Yr Visits Increased by: 11% 2010 Yr/Yr Visits increased by : 30% (Q1 Q3)

8 rfpra.com Track Marketing Survey Says! How did you hear about upcoming registration? rfpra.com 32%

9 rfpra.com Updated logo

10 rfpra.com Branding

11 rfpra.com Press Releases Best Practice: Anything worth a press release is promoted from the home page.

12 rfpra.com Print directs to Web

13 rfpra.com All Media Directs to Web Scoreboard ad ad Playbill program ad School flyer

14 rfpra.com Add links to pdf s Best Practice: Send visitors directly to a registration page or detail page.

15 rfpra.com Photo Galleries Flash photo galleries (google picassa)

16 rfpra.com Communication & Feedback

17 rfpra.com Partnerships

18 Case Study Using Web Tools to Track 1 1 2

19 Case Study Using Web Tools to Track Survey Says! How did you hear about upcoming registration? Quarterly Guide: 7.0 % Newspaper: 11 % School flyer: 17.0 % We saved $2,500 (15% of budget) a year in direct mail/printing costs

20 Case Study Using Web Tools to Track How did you hear about upcoming registration? Survey Says! Friend 16%

21 Social Media Every month 10 billion minutes spent 18 million new profiles created 850 million photos shared 5 million videos uploaded 24 million pieces of content shared 2 million events created on Facebook alone.

22 Customer Interaction Immediate Support & Feedback

23 Customer Interaction Support & Feedback

24 Customer Interaction Building Community

25 Customer Interaction Sharing Information (Immediate)

26 Customer Interaction Promotion

27 Building Social Community Contest to promote event 52 comments

28 Building Social Community Event tool to promote events First year fundraising event Goal: 20 people Facebook: 17 people attending Exceeded goal: 30 people participated

29 Building Social Community Growing our distribution Interact & post daily

30 Building Social Community Growing our distribution Partners/Volunteers

31 Building Social Community Growing our distribution

32 Building Social Community Growing our distribution Share Links

33 Building Social Community Growing our distribution Like Boxes Pushes from Web to FB FB pushes back to Web

34 Building Social Community Growing our distribution Signatures

35 Building Social Community Growing our distribution Print Media

36 Social Building the Community How do I build/grow a distribution channel? Reach out daily Follow others Promote online Promote in traditional media Run contests Create an editorial calendar Make someone accountable

37 Marketing Benefits Send timely information Immediate response Broad reach or target reach

38 Case Study Stage 1 From Field

39 Case Study Stage 2 Subject Line Time Sensitive Register for Football by This Friday Call to Action & Offer Register for Tennis Camp & Get a Racket Call to Action Download the 2009 Annual Report Teaser What s next for Parks & Rec in Rome, GA?

40 Case Study Stage 3 Preview Pane

41 Case Study Stage 4 Open (Above fold)

42 Case Study Stage 5 Full (scroll)

43 Case Study CAN SPAM (Required by Law) The subject line accurately reflects the purpose of the message. From, To Reply To names plainly identify your business A valid physical postal address for your business is included (or PO Box) The unsubscribe link is easy to find and the recipient needs to take only one action to opt out (for example: Clicking a link or button. No fees, multiple landing pages or verification is involved) The unsubscribe link is active for 30 days Unsubscribes are removed within 10 business days of opting out The clearly states it is an advertisement or solicitation if the list being used is only permission based and has not been verified through opt in or double opt in processes.

44 Case Study CAN SPAM

45 Marketing Getting Started Build and segment your distribution list Utilize your resources (online registration, web site, events, partners) Build an editorial calendar Time your blasts with important events/registration cycles Send targeted blasts Always include a call to action Allow people to take action online for best response Be consistent & respectful

46 Case Study Free Camp Promotion Goal: In one week, promote FREE Summer Camp registration generating a minimum of 50 registrations per camp location

47 Case Study Free Camp Promotion Web Press release Flyer

48 Traffic to the Free Camp Web page peaked at 189 visits the day of the blast.

49 FREE Summer Camp Promotion , 13% Newspaper, 16% Facebook, 1% rfpra.com, 9% Current Customer, 24% Flyer, 19% How did you hear about FREE Summer Camp? Current Customer Flyer Friend Newspaper rfpra.com Facebook Friend, 18%

50 How do I get started? Where do I start? 1) Identify your goal(s) 2) Identify supporting tactics 3) Track/Measure/Evaluate/Test Share ideas!

51 Free Web Tools Where do I find it? Just google it! Web Tool Online Surveys Online Forms (and lots of other helpful tools) Web metrics Flash photo galleries Bookmarking/Sharing Tools Facebook Social Plug Ins CAN SPAM ( /Text) Google Keyword Survey Monkey Site Wizard Google Analytics Picassa AddThis Like Boxes CAN SPAM Compliance Would you like a copy of this presentation? Visit rfpra.com Click GRPA located under Resources in the left column. Available Nov 8 19