THE MEDIUM IS THE MESSAGE...

Understanding Web 2.0 Marketing Strategy

A Project HOPE AnalysisMay 9, 2012

Project 3

Market Analysis of Like

Organizations

Web Usage & Social Media

Vlad

Subproject 1: Benchmarking nonprofits websites

Project HOPE wants to be able to compare it’s website against

other organizations

For that reason our group was assigned to conduct a survey like organizations to obtain website analytics including number of website visitors, time on site, bounce rate, number of pages visited, amount of funds raised online, Web staff numbers and list of titles, budget for Website, what measuring tools are used

From GOOD to… …GREAT

Vlad

Subproject 2: Benchmarking nonprofits and use of social media

Project HOPE wants to be able to benchmark its social media analytics with other like organizations’ numbers to see where Project HOPE stands in terms of social media utilization.

Project HOPE: Created manual report Need to update

database with relevancy – linked verbs, standards, etc

Necessary components: monetary investment staff investment paid advertising to build

follower numbers

From GOOD to… …GREAT

Vlad

Fierce Reality…

"One of the effects of living with

electric information is that we live habitually in a

state of information overload. There's always more than

you can cope with".- Marshall McLuhan , CBC Radio in 1967

Abdel

…move through the

noise?

So how does Project HOPE,

Abdel

The Process

Using HobSpot’s Marketing Grader, Project Hope’s website was analyzed against 7 other nonprofits:1) AmeriCares

2) CARE

3) International Rescue Committee

4) Mercy Corps

5) Operation Smile

6) Save the ChildrenZeyadel

3 Methods for Measure

Top of the Funnel (ToFu) How are you directing

visitors to your website? How are your content creation, optimization and website promotion skills?

Middle of the Funnel (MoFu) How do you convert traffic

into activists and then into donors? Is your social media effective?

Analytics Do you know what

marketing activities are working (or aren't working)? Do you measure your successes and failures?

Zeyadel

OVERALL - Results

Abdel

Top 3 Things to Do!

(1) Get more people to tweet your content by making it more remarkable and/or making it easier to share.

(2) Get more people to share your content on Facebook

(3) Create a mobile blueprint for your website

Abdel

Top of the Funnel - BLOGGING

BLOGGING… Blog Recent Blogs Available

Uniqueness of Titles & Within 75 Characters

RSS Feed Location

Blog Location

Blog Share-ability

Blog Posting

Frequency

Twitter Sharing

Frequency

Facebook Sharing

Frequency

Project HOPE Yes N/A NO N/A EASY TO FIND NO N/A N/A N/A

Americares Yes N/A NO N/A EASY TO FIND NO N/A N/A N/A

CARE Yes Yes NO YES EASY TO FIND YES N/A O O

International Rescue Committee Yes Yes NO YES EASY TO

FIND YES N/A N/A N/A

Mercy Corps Yes Yes YES YES EASY TO FIND YES N/A N/A 22 TIMES

Operation Smile Yes Yes NO N/A EASY TO FIND NO N/A N/A N/A

Save the Children Yes Yes YES YES EASY TO FIND YES N N/A N/A

Abdel

Top of the Funnel – SEO (search engine optimization) – How can we use the search engine to help people

find us better?

SEO... Search Engine Indexing Alt Tag Imaging Page

OptimizationPage Descriptors &

Uniqueness mozRank External Site Linkage

Authoritative Page Linkage

Project HOPE 3,670 20/23 HAVE ALT TAGS

NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME

NO 5 914 10

Americares 6,540 19/20 HAVE ALT TAGS

NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME

NO 4 2,851 10

CARE 4,300 16/28 HAVE ALT TAGS YES YES 6 7,062 10

International Rescue

Committee27,200 61/128 HAVE

ALTTAGS YES YES 6 4,021 10

Mercy Corps 29,400 38/45 HAVE ALT TAGS

NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME

NO 6 5,781 10

Operation Smile 3,140 6/39 WITH ALT TAGS

NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME

NO 6 3,055 10

Save the Children 4,790 20/34 WITH ALT TAGS

NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME

NO 6 10,545 10

Abdel

Top of the Funnel - MOBILE

MOBILE… Status of Mobile Site Apple Icons Meta Viewport Tag

Project HOPE YES NO NO

Americares YES NO NO

CARE NO NO NO

International Rescue Committee NO NO NO

Mercy Corps YES NO NO

Operation Smile YES NO NO

Save the Children YES NO NO

Abdel

Top of the Funnel - SOCIAL

SOCIAL… Twitter Availability?Homepage

Tweet Frequency

Lag-time Between Tweets Klout Score # of Facebook

Fans

Project HOPE @PROJECTHOPEORG 1 5 32 5,403

Americares @AMERICARES 29,988 5 43 4,764

CARE @CARE 973 7 60 48,626

International Rescue Committee @HEIRC 1,179 11 50 2,455,549

Mercy Corps @MERCYCORPS 29,149 7 52 34,435

Operation Smile @OPERATIONSMILE 25,876 5 56 10

Save the Children @SAVETHECHILDREN 89 12 65 217,621

Abdel

Middle of the Funnel - GENERAL

GENERAL… Landing Pages As Lead Conversion

Marketing Automation Software Visitor Engagement

Project HOPE YES NO Very Engaged! (6 pages on average viewed)

Americares YES NO Somewhat Engaged(2/6 pages on average viewed)

CARE YES NOVery Engaged!

(Visitors spend more than 3 minutes on the site)

International Rescue Committee YES YES, Silverpop

Somewhat Engaged(Visitors spend more than

1-3 minutes on the site)

Mercy Corps YES NOVery Engaged!

(Visitors spend more than 3 minutes on the site)

Operation Smile YES NOSomewhat Engaged

(Visitors spend more than 1-3 minutes on the site)

Save the Children YES NO Very Engaged! (6 pages on average viewed)

Abdel

Middle of the Funnel - BLOGGING

BLOGGING... Landing Pages w/Forms Email Subscription Links Social Subscription Options

Project HOPE N/A NO No

Americares N/A NO No

CARE N/A YES YES

International Rescue Committee N/A YES YES

Mercy Corps1 of your last 5 blog posts included links to a landing

page with a formYES YES

Operation Smile N/A NO NO

Save the Children N/A YES YES

Abdel

Middle of the Funnel - SOCIAL

SOCIAL… Social Media Linkage Tweet Ratios Twitter Follower Traffic Twitter Leads

Project HOPE YES 3 of the last 10 tweets(non-org replies)

Mentioned 3 times by other people in the last 24 hours N/A

Americares YES 2 of the last 10 tweets(non-org replies)

Mentioned 13 times by other people in the last 24 hours N/A

CARE YES1 of the last 10 tweets

(non-org replies) Mentioned 45 times by other people in the last 24 hours

3 of your last 10 tweets link to a landing page

International Rescue Committee YES 3 of the last 10 tweets

(non-org replies)Mentioned 2 times by other people in the last 24 hours

6 of your last 10 tweets link to a landing page

Mercy Corps YES 3 of the last 10 tweets(non-org replies)

Mentioned 21 times by other people in the last 24 hours

2 of your last 10 tweets link to a landing page

Operation Smile YES 2 of the last 10 tweets(non-org replies)

Mentioned 86 times by other people in the last 24 hours

2 of your last 10 tweets link to a landing page

Save the Children Yes2 of the last 10 tweets

(non-org replies) Mentioned 99 times by other people in the last 24 hours

3 of your last 10 tweets link to a landing page

Abdel

ANALYTICS - Results

ANALYTICS… Type of Analytics Unique Visitors

Project HOPE GOOGLE 7, 704

Americares GOOGLE 19,587

CARE GOOGLE 37,566

International Rescue Committee GOOGLE 37,560

Mercy Corps NO SOFTWARE 35,445

Operation Smile GOOGLE 59,929

Save the Children NO SOFTWARE 61,818

Abdel

Social Media Upgrade- FAST!

After the 2010 scare with many non-profits losing funds by promoting mobile fundraising – there are better safeguards & incentives for donors.

(1) To Improve Your Group Text Messaging Campaigns

Text message campaigns are easy and effective – but you can only use 160 characters

The text must include a link to your site – so from text to phone – the user must get to it quickly & see it on a 3-inch screen

(2) To Make Your Smartphone Apps More Functional

Think function over features A website viewed without a lot of clicking

will get more money faster

(3) To Empower QR Code Campaigns QR codes are everywhere – Project HOPE

needs one They allow interactivity for users to point,

scan, and learn – and take you to a mobile site

(4) To Improve Location-Based Community Campaigns

If it’s FourSquare during a campaign or event – major GPS-based aps want a site to link to

(5) To Optimize Mobile “Search Engine Optimization”

K.I.S.S. – Keep it Simple Stupid If someone can click over logging in – the

searches will yield faster results

Top 5 Ways to Upgrade Your Mobile Campaign!

Zeyad

Conclusion & Final Recommendations

Vlad insert here…