yjlc online strategy presentation
TRANSCRIPT
LEADERSHIP IN THE DIGITAL AGE
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Why?
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Why?
•Recruit new members & engage existing members
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Why?
•Recruit new members & engage existing members•Recruit more donors
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Why?
•Recruit new members & engage existing members•Recruit more donors•Strengthen bonds/belonging from existing network
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Why?
•Recruit new members & engage existing members•Recruit more donors•Strengthen bonds/belonging from existing network •Get recognition for your org’s good work
Monday, March 21, 2011
LEADERSHIP IN THE DIGITAL AGEAligning Your Online Strategy with Your Organization's Goals
Why?
•Recruit new members & engage existing members•Recruit more donors•Strengthen bonds/belonging from existing network •Get recognition for your org’s good work•Forge alliances with other groups who share a tenet of your mission (i.e., feeding the hungry)
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility• Search engines
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility• Search engines• Social networks
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
•Enhance your visibility• Search engines• Social networks•Jewish Boston/community sites
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
• Illustrate the problem (articles, testimonials, etc)
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
• Illustrate the problem (articles, testimonials, etc)
• Develop dialogs with constituents—listen better
Monday, March 21, 2011
HOW THE WEB CAN HELP YOUR ORG
• Get people engaged in your org
• Share successes (brag!)
• Illustrate the problem (articles, testimonials, etc)
• Develop dialogs with constituents—listen better
• Bonus: Free research on how people view your org!
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
• Search engines
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
• Search engines•Half of all Web visits start at a search engine (mostly Google)
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
• Search engines•Half of all Web visits start at a search engine (mostly Google)
•Social networks
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
• Search engines•Half of all Web visits start at a search engine (mostly Google)
•Social networks•10% of all online time spent on Facebook
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
• Search engines•Half of all Web visits start at a search engine (mostly Google)
•Social networks•10% of all online time spent on Facebook
Monday, March 21, 2011
HOW PEOPLE FIND YOU ONLINE
• Search engines•Half of all Web visits start at a search engine (mostly Google)
•Social networks•10% of all online time spent on Facebook
•Email•Still the #1 activity people do online
Monday, March 21, 2011
Search EnginesShow up higher on Google for strategic keywords
Monday, March 21, 2011
SEARCH ENGINES: “ORGANIC” LISTINGS
Monday, March 21, 2011
SEO: HOW DOES GOOGLE DECIDE?
• Rankings earned—NOT bought!
• Long-term branding endeavors
• Secret formula (like Coke!)
Monday, March 21, 2011
PPC: PAY PER CLICK (PPC) OVERVIEW
Monday, March 21, 2011
PPC: PAY PER CLICK (PPC) OVERVIEW
• Charged ONLY when people click on ads
• Quick fix to increase online presence
• “Quality Score” determines price, position
• Measurable, accountable
Monday, March 21, 2011
Web Analytics:Free research on what works and what’s a waste
Monday, March 21, 2011
WEB ANALYTICS: BENEFITS
• Understand how users interact with site
• Determine which pages are most popular
• See how users find out about site- Search engines
- Keywords
- Referring sites
• Find out which organizations users are from
• Intelligence about how prospects view your org
Monday, March 21, 2011
Where visitors come from
View by:• State• City/Town
WEB ANALYTICS: SEE VISITOR LOCATIONS
Monday, March 21, 2011
Spot weaknesses in message, presentation
WEB ANALYTICS: WHERE LEADS LEAVE SALES FUNNEL
Monday, March 21, 2011
What is success?
And how do we measure it?
Monday, March 21, 2011
Success=
Conversions
Monday, March 21, 2011
No, not those kinds of conversions…
Monday, March 21, 2011
ConversionsCompletion of actions showing deeper interest/engagement in
your organization
Monday, March 21, 2011
Not leaving
Viewing more pages, longer
Registering
Returning a lot
Following/friending
Commenting on content
Subscribing to a feed
Posting content
Joining/Volunteering/Donating
Monday, March 21, 2011
Goal: Move people
down the funnel(i.e., get people more engaged)
Monday, March 21, 2011
Measure How many progress
how far down engagement funnel
Monday, March 21, 2011
Social NetworksGet your fans to do your marketing for you (kinda)
Monday, March 21, 2011
SOCIAL NETWORKING: OVERVIEW
• Communicate directly with peers, prospects, donors
• Viral marketing: friends tell friends
• Low barrier to entry
• Perfect for young people
Monday, March 21, 2011
SOCIAL NETWORKING
Facebook became the largest worldwide social network in mid 2008. Adults largest growth
segment.
Twitter is a way to express thought leadership in 140 characters or less. In 2008, Twitter grew at a
rate of 752%.
LinkedIn is a tool designed for businesspeople to network. Idea: six degrees of separation. Connect
with friends of friends.
Monday, March 21, 2011
Email marketingNot sexy, but it works
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!• 97% of ALL email is spam
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!• 97% of ALL email is spam• Do whatever you can to not get banished
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!• 97% of ALL email is spam• Do whatever you can to not get banished
• We all get inundated with email
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!• 97% of ALL email is spam• Do whatever you can to not get banished
• We all get inundated with email• Send your messages when your audience is receptive (i.e., not on Friday night!)
Monday, March 21, 2011
WHAT YOU NEED TO KNOW ABOUT EMAIL
• The biggest threat to your message: Spam!• 97% of ALL email is spam• Do whatever you can to not get banished
• We all get inundated with email• Send your messages when your audience is receptive (i.e., not on Friday night!)• Test subject lines, mix of text/graphics, update frequency
Monday, March 21, 2011