get heard: using online tools to inspire volunteers and donors
TRANSCRIPT
Get Heard: Using Online Tools to inspire Volunteers and Donors
@ctctevent on Twitter
http://www.facebook.com/ctcteventmarketing
Erik Mintz
1
Erik Mintz Director, Event Marketing Constant Contact
Blog: http://blogs.constantcontact.com/commentary/author/erik-mintz/
facebook.com/erikmintz
@erikmintz
linkedin.com/in/erikmintz
Copyright © 2011 Constant Contact, Inc.
Introduction
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Copyright © 2011 Constant Contact, Inc. 3
Agenda
Event Marketing
Social Media Marketing
Email Marketing
Online Survey
• Why use these online tools?
• Benefits and best practices.
• Nonprofit customer examples.
• Questions after each section.
Copyright © 2011 Constant Contact, Inc. 4
Why Use These Online Tools?
• These tools help you create a meaningful online experience about your business
• You take that experience and deliver it to an audience
• The audience might be your website, social network or an email list.
• The experience itself is in high resolution (HD), it leaves a lasting impression. It’s valuable and relevant to the recipient. It engages someone enough to take the next step; maybe to refer you within their social network, join your email list, or donate money to the causes you care about the most!
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It Takes Relationships to Build a Business
Why Do We “Market”?
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More…
• Customers• Clients • Donors• Members• Board Members• Volunteers• Brand Awareness• Sales• Website Traffic
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WeWantMore!
Key InfluencersDonors
MembersVolunteers
ProspectsSuspectsDisinterested
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Audiences
Apply New Tools To The Cycle
Start with your passionate customers and
interesting content
Email MarketingSocial Media
Marketing
Suspect
Customer
Fan Prospect
Event Marketing
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New tools have changed the game
Focus is on Nonprofitacquisition
Revenue is generated by repeat donors and high value donors
Find
Convert
Keep
Find
Convert
KeepTraditional Marketing Engagement Marketing
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MySpace
Meetup
Other
YouTube
Online surveys
Blogs
Telephone
Direct mail
Online advertising
Event Marketing
In person
Email marketing
Website
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
4%
5%10%
16%
20%
26%
27%
29%
40%
41%
44%
51%
51%64%
88%
92%
0
Important Tools for Marketing My Businessn=4,459, U.S. Small Businesses
New Tools Have Changed the Shape ofSmall Business Marketing
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Source: Constant Contact 2010 Small Business Attitudes & Outlook Survey, Feb-Apr; 29% sole proprietor; 62% 1 to 25 employees; 9% over 25 employees
Find Social Media Tool Important
51% Facebook29% Blogs27% LinkedIn26% Twitter16% YouTube
Copyright © 2011 Constant Contact, Inc.
Levels of Engagement
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Quality of Relationship
Events(Face-to-Face)
Email(Opt-in)
Social Media(Like / Follow / Connection)
Quotes
Forms of Permission: Attend an event | Opt-in with email address | Facebook Like | Twitter Follow | LinkedIn Connection
The Importance of Permission
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Copyright © 2011 Constant Contact, Inc.
Permission Marketing is centered around obtaining customer consent to receive information from a company or organization
Why is this valuable?Permission = ConsentPermission = IntentPermission = Anticipation
•Forms of PermissionAttendance at an Event Opt-in with email address Facebook Like Twitter Follow LinkedIn Connection
Event Marketing Prospect Study
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Source: Constant Contact 2010 Small Business & Nonprofit Prospects Survey | July-Sept | n=3,663, U.S | 71% 0 - 10 employees | 29% 11 - 25 employees
Non-Profit Engagement• More active with events (43%) than B2B or B2C• Events are more important to their success• Have more events and more attendees per event• Charge fees for more of their events• Spend more time planning events, wider range of event types• More interested in event tools
Reasons for Events• Non-Profits rely most heavily on educational events and Fundraising
Event Frequency• Non-Profits: 31% 5 or less / year | 30% 6 – 10 / year | 25% 11 – 50 / year
Promoting Events• Event promotions: 7 methods for Non-Profits, 4 and 5 for B2B and B2C• Email is the most cited promotion, other methods include WOM (65%), mailed invitations (47%), and phone calls (46%)
Managing Event Details• Nonprofits use 3.25 methods while B2B and B2C use an average of 2.5 methods
Social Media and Events• B2C’s are more likely to predict reliance on social media (45%) vs. Non-Profits (20%) and B2B’s (19%)
Event Pain Points• Non-Profits have slightly more difficulty with event notification responses
Copyright © 2011 Constant Contact, Inc.
Nonprofit Engagement vs.
B2B and B2C
• More active with events• Use more promotional tools• More events with larger turnout• More methods used to manage
registration• More likely to use an Event Marketing tool
Why events?
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59% of marketing professionals worldwide consider live events to be the single most powerful tool in their arsenal The International Experiential Marketing Association (www.ixma.org) / 2008
Event Marketing Is…
• Promoting your events to look professional
• While capturing online registrations and payments with ease
• To working smarter by tracking event progress
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Benefits of an Event Marketing Service
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• Promote• Reinforce Brand identity• Brings awareness to your events• Encourage attendance• Fill seats• Social Proof
• Capture• Know whose attending• Collect fees in advance
• Track• Reporting and results• Keeps you organized
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Social Proof
The basic premise is that people will do things they see other people doing.
• In the case of events, showing a list of attendees during the registration process can help drive attendance and fill seats at your events. People may recognize attendees they know or want to know!
• In the case of surveys, it's your opportunity to reach out and get information, then feed it back into the community or population. Each time you ask for someone to take a survey, give back some of the survey information about what you're finding out even while the survey is live.
• Social Proof gets people interested, involved, and excited.
Quotes
"I used your Event Marketing tool to promote a wine festival to benefit charity. We ended up attracting 7800 attendees and raising $150,000 for cancer research. With Constant Contact, this cost me $30. If I’d done online registration with the other guys, I (or my attendees) would have paid thousands of dollars in fees - instead, that money is going to fight cancer. It was a no-brainer to choose you."
– Roland David, Chesapeake Virginia Wine Festival
Customer Quote
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Chesapeake Virginia Wine Festival: Event Email
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"Message to registrants that talks about the weather forecast, provides links to documents that allow them to see who else will be attending, and gives a glimpse into the kinds of food that will be served."
Chesapeake Virginia Wine Festival: Event Email
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"Message to registrants that highlights the merchandise that is available
for sale online at the event. All of the proceeds went to charity."
Chesapeake Virginia Wine Festival: Registration
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Online registration form
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Poi Dogs & Popoki: Event Marketing Campaign
Invitation
Registration
Homepage
6 Great Ways to Maximize Attendance at Your Event
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Face-to-face meetings are an effective way to build relationships and trust with your customers. It’s the many intangibles you experience when interacting with people in the same room that make hosting an event such a worthwhile effort. 1. Consider Your Audience
* To maximize attendance, find the optimal date, time, and location.
2. Set GoalsThere are three key questions to ask yourself:
a. What do you want to achieve by hosting this event?b. What topics do your attendees want to see?c. What will your attendees achieve by attending?
3. Send Personalized EmailsPersonalized email invitations makes your event feel more special.
4. Include Social MediaInclude social media should as part of the before, during, and after your event.
5. Make Registration SimpleKeep the registration form short and to the point. Ask only relevant questions and avoid asking for information you don’t need. Collect fees during registration. There is plenty of evidence to show that the word "Free" may communicate a lack of value!
6. Get Feedback with a Post-Event SurveyAt the end of your event, seek feedback in the form of a post-event survey. This will surely help make your next event even better.
NOTE: Data based on ~57K RSVPs
• ~60% of declines were due to date / time / location!
The solution to this problem is to send a pre-event survey in advance of your event.
Event Marketing Questions?
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What is Social Media?
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Social Media refers to a collection of technologies. It enables people to connect to one another via the internet in order to discover and share useful information and… sometimes mindless banter.
• Social media isn't a fad, it's a fundamental shift in the way we communicate!
What is Social Networking?
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Social Networks are groups of people or communities that share a common interest. Social networking sites like Facebook and LinkedIn are the places where these social interactions and conversations take place.
What is Social Media Marketing?
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Social Media Marketing lets you purposefully tap into the conversations happening online to promote your business, to engage with your customers, and to drive word of mouth. Don’t forget, social media is just technology, social media marketing is the process of using that technology to connect with people and build meaningful relationships.
Social Media is Today’s WoM
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Ultimate goal of the Social Media Marketing is to get the people that matter to your business or organization to connect, to engage, and to share your message with their network of friends.
Before the days of the internet, we simply called this word of mouth marketing
75% of people are somewhat or highly likely to share content they like online with friends, co-workers or family.
*CMB Consumer Pulse 2010 (n= 1504)
• If done thoughtfully, your fans take on this responsibility!
• Social Media Marketing is a business development activity
Social Media Landscape
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We’re going to focus on the three most likely to impact your business: Facebook, Twitter, and LinkedIn.
Set Your Goals
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Before you begin using social media, you need to know what you are trying to accomplish. Here are some of the goals that social media marketing can help you achieve.
• Increasing Brand Awareness by informing customers and prospects about who you are and what you can do for them
• Providing Great Customer Service by listening and responding to what your customers are saying to you and about you
• Driving Sales by providing compelling offers that will inspire people to participate and share with their friends to generate new customers
• Improving customer retention by developing relationships so that people will know, like, and trust you.
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Who is on it? Over 500 million people! And most likely many of your customers and prospects. Facebook’s user profile cuts across ages, races, and locations making it the best known and most used social network in the world.
What do they do there? Facebook makes it easy for people to share news about their lives, photos, interesting articles, and mindless games with their friends.
Why you should care? The sheer volume of Facebook usage makes it important to know about, but more importantly, people are doing more than connecting with friends, they are connecting with businesses and non-profits and sharing the news, deals, and interesting content they get from each other and from the organizations they connect with.
Chesapeake Virginia Wine Festival : Facebook Page
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Who is on it? Twitter is ranked as one of the 10 most visited websites and enables all types of people to share and consume information they find interesting.
What do they do there? Twitter users post news, articles, promotions, and jokes all in 140 character chunks. By “following” someone on Twitter you can see all of their posts and easily share them with the people who “follow” you. For many, Twitter is a great source of real-time news and insights about the things that matter most to them.
Why you should care? Twitter gives brands a voice and is another fast and easy way to share your messages and get feedback from your customers and prospects in real time. And because it is so easy for messages to spread quickly, Twitter can bring your message to new audiences that you might not be able to find through traditional marketing.
Copyright © 2011 Constant Contact, Inc. 34
Who is on it? LinkedIn is the most widely used social network for connecting people professionally (e.g., based on their business profile, not their personal life.)
What do they do there? LinkedIn users create professional connections based on their interests and experience, often participating in group discussions relating to their industry or areas of expertise.
Why you should care? LinkedIn is a great way to create professional connections that can give you ideas and advice for running your business and help spread the word about the value you are providing to your customers.
Linkedin Profile
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Social Media Marketing Questions?
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Email Marketing Is Not…
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
Why Email?
Copyright © 2011 Constant Contact, Inc. 38
1 Sources: eMarketer
2 Forrester Research, Inc.
3 Direct Marketing Association
Almost everyone your business needs to reach reads email
It’s Cost-effective: Direct Mail vs. Email
91% of Internet users between the ages of 18 and 64 send or read email 1
For the same response, direct mail costs 20 TIMES as much as email 2
An even higher number of users ages 65 or older do the same 1
Email ROI is the highest when compared to other internet marketing mediums 3
147 million people across the country use email, most use it every day. 1
Email Marketing Is…
• Delivering professional email communications
• To an interested audience
• Containing information
they find valuable
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Benefits of an Email Marketing Service
Standard Email Programs(e.g. Outlook, Hotmail)
• Limited # of emails sent at one time
• Limited formatting control
• List break up more susceptible to filters
• No cohesive branding
• No tracking and reporting of results
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Email marketing services automate best practices:
• Provide easy-to-use templates• Reinforce brand identity• Email addressed to recipient only• Manage lists• Include social share• Include Join My Mailing List (JMML)• Include social media sign up icons• Improve email delivery and tracking
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Email Basics Checklist
Ask yourself before you begin email marketing…
• Do repeat and referral customers help your business?
• Do you have a plan for delivering multiple communications?
• Is your audience interested in your message? Is it valuable to them?
• Can you make your emails look professional and reflectyour brand?
• Do you have an Email Service Provider to help manage your strategy?
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Email Tracking CodeESP Interaction
+
How Tracking Works
Chesapeake Festival: Monitor the Impact
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Chesapeake Virginia Wine Festival: Email Marketing
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Chicago Humanities Festival : Email Marketing
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Chicago Humanities Festival: Email Marketing Results
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Email Marketing Questions?
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Online Survey Is…
• Collecting feedback about your business
• To improve your product and services
• From an interested audience
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Benefits of an Online Survey Service
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Online survey services automate best practices:
• Provide easy-to-use templates• Reinforce brand identity• Manage lists• Reporting and results
Best Practices of an Online Survey
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• Keep you surveys short• Response rate decreases as the length increases
• Try to keep it 10 minutes or less
• Segment your lists to avoid burnout
• This will help you achieve a better response
• Good questions help meet the objective
• Ask what you need to know, not what you want to know• Resist the temptation of "Just one more question"• Every question should support to your objective
Chesapeake Virginia Wine Festival: Survey
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Chesapeake Virginia Wine Festival: Survey
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Chicago Humanities Festival: Survey
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Chesapeake Virginia Wine Festival: Survey
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Chicago Humanities Festival: Survey Results
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Resources – Local Seminars
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We're in your neighborhood and we're here to help you.http://www.constantcontact.com/local/index.jsp
More Resources
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Live & Recorded Webinarshttp://www.constantcontact.com/learning-center/webinars/live/index.jsp
Product Tutorialshttp://www.constantcontact.com/learning-center/tutorials-guides/index.jsp
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Hints & Tipshttp://www.constantcontact.com/learning-center/hints-tips/index.jsp