Leveraging Email, Social & Web Budget Friendly & Effective Marketing
Agenda Why Leverage the Web? Web Metrics & Results Web Tactics Social & Email Marketing How to Get Started Today Feel free to ask questions at any time.
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.
rfpra.com Before
rfpra.com After
rfpra.com Tracking Visits 25,000 20,000 15,000 10,000 2009 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)
rfpra.com Tracking Page views 80,000 70,000 60,000 50,000 40,000 30,000 20,000 2009 Page Views 2010 Page views 10,000 0 2009 Yr/Yr Visits Increased by: 11% 2010 Yr/Yr Visits increased by : 30% (Q1 Q3)
rfpra.com Track Marketing Survey Says! How did you hear about upcoming registration? rfpra.com 32%
rfpra.com Updated logo
rfpra.com Branding
rfpra.com Press Releases Best Practice: Anything worth a press release is promoted from the home page.
rfpra.com Print directs to Web
rfpra.com All Media Directs to Web Scoreboard ad Email ad Playbill program ad School flyer
rfpra.com Add links to pdf s Best Practice: Send visitors directly to a registration page or detail page.
rfpra.com Photo Galleries Flash photo galleries (google picassa)
rfpra.com Communication & Feedback
rfpra.com Partnerships
Case Study Using Web Tools to Track 1 1 2
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
Case Study Using Web Tools to Track How did you hear about upcoming registration? Survey Says! Friend 16%
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.
Customer Interaction Immediate Support & Feedback
Customer Interaction Support & Feedback
Customer Interaction Building Community
Customer Interaction Sharing Information (Immediate)
Customer Interaction Promotion
Building Social Community Contest to promote event 52 comments
Building Social Community Event tool to promote events First year fundraising event Goal: 20 people Facebook: 17 people attending Exceeded goal: 30 people participated
Building Social Community Growing our distribution Interact & post daily
Building Social Community Growing our distribution Partners/Volunteers
Building Social Community Growing our distribution Email
Building Social Community Growing our distribution Share Links
Building Social Community Growing our distribution Like Boxes Pushes from Web to FB FB pushes back to Web
Building Social Community Growing our distribution Email Signatures
Building Social Community Growing our distribution Print Media
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
Email Marketing Benefits Send timely information Immediate response Broad reach or target reach
Case Study Email Stage 1 From Field
Case Study Email 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?
Case Study Email Stage 3 Preview Pane
Case Study Email Stage 4 Open Email (Above fold)
Case Study Email Stage 5 Full Email (scroll)
Case Study Email 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 email verification is involved) The unsubscribe link is active for 30 days Unsubscribes are removed within 10 business days of opting out The email clearly states it is an advertisement or solicitation if the email list being used is only permission based and has not been verified through opt in or double opt in processes.
Case Study Email CAN SPAM
Email Marketing Getting Started Build and segment your distribution list Utilize your resources (online registration, web site, events, partners) Build an editorial calendar Time your email blasts with important events/registration cycles Send targeted email blasts Always include a call to action Allow people to take action online for best response Be consistent & respectful
Case Study Free Camp Promotion Goal: In one week, promote FREE Summer Camp registration generating a minimum of 50 registrations per camp location
Case Study Free Camp Promotion Email Web Press release Flyer
Traffic to the Free Camp Web page peaked at 189 visits the day of the email blast.
FREE Summer Camp Promotion Email, 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 Email rfpra.com Facebook Friend, 18%
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!
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 (Email/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