Upload
shelly-kramer
View
4.370
Download
1
Embed Size (px)
DESCRIPTION
Understanding digital marketing strategies is a critical component of success for businesses today. And nonprofit organizations and associations are businesses, too. As such, they need to understand how to integrate digital media into their marketing efforts, how to use the power of social media to help with awareness, reach, community building and fundraising efforts and how to measure success. This was a presentation that Shelly Kramer, CEO of Kansas City-based V3 Integrated Marketing gave in October of 2011 to a gathering of YMCA Chief Marketing Officers and Chief Technology Officers on digital media. The presentation covered an overview of digital media, a discussion about how inbound marketing is dramatically different than outbound marketing, and a comparison of the costs of the two very different kinds of marketing tactics. The presentation covered social media channels - like Facebook, Twitter, YouTube, LinkedIn and the corporate blog, and discussed how to integrate these channels into your overall marketing efforts - and how important that is. Lastly, the presentation covered data and analysis and touched on the fact that having analytics and using them are two completely different things. Analytics and data can be the roadmap for any successful marketing (or fundraising) initiative. And they can play an integral role in analyzing the ROI of your marketing efforts - both traditional and those focused on utilizing social media channels and other inbound marketing strategies.
Citation preview
Integrating Digital Media Into Your Not-For-Profit
(+ Measuring ROI)
Shelly Kramer CEO, V3 Integrated Marketing
Vision + Voice + Value
INTEGRATED MARKETING
Today’s Website
Understand The Web of Today
Traditional Marketing
Digital Marketing
Print Ads Television Ads Events/Galas
Direct Mail Email Blast
Traditional Marketing
Blogs Ebooks
White Papers Videos
Microgiving Campaigns
SEO Social Media
Webinars Feeds, RSS
What The Heck Is Digital Marketing?
Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Ave. Cost Per Lead
$332 Inbound
Ave. Cost Per Lead
$134
Inbound is
60% lower per lead
Learn this, Live it ….
Is Your Client
is the second largest search engine next to Google with 790 million
unique users per month. Yup, it’s your client, too.
Understand The Social Media Effect
Website
Blog
Facebook Twitter
Skeptical?
Median Ages on Social Media Sites
31
33
39
Social Media
Why bother? 93% of people expect
companies to have a social media presence
Primary Social Media Objec6ves
28%
Source: 2010 COLLOQUY & DMA Social Media Study
Brand Awareness
Customer Growth & Loyalty
Customer Acquisi6on
Other
25% 19%
27%
People has over
800 million registered users
People has over
Over tweets per day
of users across all social media platforms are 18 to 50 years of age
35 years or older
65% are 35 to 54
We’re a Wired Bunch
51% Higher Than Average
MiBuys, May 2010 !
Let’s Talk Mobile
93% of women surveyed feel they would be lost without their mobile device. Men like ‘em, too.
Mobile is Not Just SmartPhones...
Mobile is Tablets, too
Are You Paying Attention To This?
of businesses have mobile enabled websites
5 %
Less than
Most websites look fine on a desktop computer…
…or on a laptop.
Most desktop websites were not designed to be viewed on the small screens of mobile devices.
Fonts can be too small, images are too small, navigation can be clunky, Flash won’t work, lengthy page loads, and the list goes on and on.
50 of businesses have never checked the appearance or function of their
website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
%
Percentage of Smartphone owners accessing the Internet or email
Is your site mobile-ready?
Can YOU Read This?
Is THIS better?
How About This?
Is THIS Better?
Or Worse?
Let’s
Regroup
Social Media is for Leads and Sales Percentage of companies that have acquired a customer from:
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Company Blog
46% LinkedIn
41% Twitter
41% Facebook
44%
Does This Impact The YMCA and
what you’re trying to DO?
YES! Short answer …. (don’t leave yet)
Tactics to find new customers
2010 2011
51% 85% Website
- 74% Email Offers Own List
38% 74% Search
20% 54% Video
Tactics to find new customers
2010 2011
- 53% Coupon Offers (Groupon)
- 49% Mobile
27% 50% TwiQer
43% 65% Facebook
Analytics: From Nemesis to Roadmap
Today’s Marketing – Numbers Based
• What and How • Predict Growth, Trends • The Competition • What’s Working • What’s Not
First Step – Know Thy Website
• Analyze Site Traffic • Do Your Keyword Research • Stalk the Competition • SEO Content For Your Site
What’s the big deal about analytics?
• Want • Care About • Find You • Do There • Oops, What Did I Do?
Stats = Influence + Crediblity How Do I Measure + Show Value -‐ hRp://getclicky.com
Know Your Audience
Know Where Your Stuff Goes!
Your Stats Are Your Roadmap
Your Stats Are Your Roadmap
NOW, where’s the #$@*%
ROI?
Settle Down
The Key is BENEFITS
Short vs. Long
Financial vs.
Non-Financial
Before ROI, You Get This • Increase in site traffic • Increase in time spent on site • Views of a specific landing page, blog post
or offer • Increased follower/like/friend base • Increase in Share of Voice • Increase in Positive Sentiment (this means
they like you) (more)
And the Payoff…
• Increased revenue • More leads • Shorter sales cycles • Lower customer acquisition costs • Lower customer service costs • Lower customer retention costs (Are You Happy Yet?)
Social Media Allows You to Do this:
Humanize your brand Engage directly with your donors
Listen to them Provide service, answers
Deepen and develop relationships Be transparent, gain trust Deliver what they need
That’s pretty cool, isn’t it?
Social Mediums Can Help
Here’s how you do it:
YES! Does it take time?
YES! Does it cost money?
YES! Does it work?
Resources We Love - ThinkTank
Resources We Love
Resources We Love - FrogLoop
NFPs Doing a Great Job
NFPs Doing a Great Job
NFPs Doing a Great Job
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
- Charles Darwin
Stalk Me … I don’t bite
[email protected] 816.200.2520
LinkedIn Shelly DeMoRe Kramer twiRer.com/shellykramer facebook.com/shellykramer
www.v3im.com
INTEGRATED MARKETING
Vision + Voice + Value v3im.com