Online Marketing For Social Enterprises

Shameek ChakravartyOhana Mediahttp://www.ohana-media.com

Why Online Marketing ?

The Sneezers are Online

Cross Geographic Boundaries

Measurable

Cost-effective (?)

The Moving Pieces

Nailing down your Objectives

Building Awareness

Building Awareness

Where should you focus if your objective is to build awareness ?

Which segment would you prioritize – active info-seekers of passive interested ?

Driving Action

Advancing Engagement

Owned Media v/s Paid Media v/s Earned Media

Diving Deeper

Website/Content

Keep your content fresh. Enlist your supporters for creating content. Should you use a content management system ?

Mix content of various types – text, video, photos, pdfs, ppts, audio. Why?

Call to Action should be clear on the site – Donate Online/Pledge etc.

Syndicate, syndicate, syndicate – Where?

Website/Content

Check Search Engine Friendliness of your website - www.searchohana.com

Make it a 2 way conversation. Make it personal. Make it easy to share

Web Analytics Tools – Google Analytics***

Choosing the right hosting provider.

Search

Paid V/s Natural. Pros and Cons?

Natural Search – On-site & Off-site Optimization

Keyword Research – relevant keywords with high volume and low competition

Search

Press Releases

Google Trends – www.google.com/trends

Google Keyword Suggest Tool –

https://adwords.google.com/select/KeywordToolExternal

Display

Branding v/s Direct Marketing

Direct Media Buys v/s Ad Networks

Examples of organizations including display extensively – worldvision.in

Email

Highly Effective

Auto-responders

Obtaining Permission - Create an opt-in database****

Segmenting and maintaining your list

Newsletters, announcements, promotions, action programs

Email Marketing Tools – e.g. mailchimp.com

Social Media

Facebook – pages or groups ?

Facebook – Causes App - http://apps.facebook.com/causes/

Twitter – how important is it in India ?

Youtube

Slide-share

Blogs

Social Media

Social Media Ads – e.g. FB Ads

Event-related websites

1 viral can take your campaign to the next level

Leveraging Free Ad Space

Many aggregrators or inventory providers are not able to always sell 100% of their inventory

Inventory is perishable

Instead of showing blank ad spaces, default public service ads are shown

Leveraging Free Ad Space Action point: Contact ad space owners ( large

publishers or aggregators) and ask about Public Service Ads.

Apply for a Google Grant – www.google.com/grants - mayb need to be a 501 c(3)

Youtube Non profits program -http://www.youtube.com/nonprofits – available only for US/UK/Canada/Aus

501 c(3) Non profits can also use Ad Council – adcouncil.org

Questions ?