Ninestep

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  • 1. Nine Step Online Marketing Marketing In The 21 stCentury Curtis Brown Brandinthebox.com

2. Making A MATE

  • Message The Emotive Connection
  • Activate Creation of Stir
  • Tactics The Tools of Mission and Strategy
  • Experience/Evaluate Metrics for Us and Who Tactics Are Directed

3. Online Nonprofit Tools

  • Email
  • Video on Demand
  • Voice Over
  • Flash
  • eSurveys
  • eNews Releases
  • SEM & SEO
  • Online PowerPoint
  • Chat & Discussion
  • Event Registration
  • Community Calendars
  • Petitions
  • Data Bases
  • Affiliate Marketing
  • RSS & SMS
  • Blog

4. Unicef 5. 6. 7. 8. The Nine Steps

  • Message/Context
  • Website & Email Extension
  • Online Marketing
  • RSS
  • Audio & Video Creation
  • Podcasting
  • Blogging
  • Activate
  • Fundraising

9. Message The Power of Message 10.

  • Why is Message So Important?
  • It connects us
  • Keeps us focused
  • It separates and differentiates
  • Brings Brand home
  • Other focus

11.

  • What Do Effective Messages Need?
  • Emotion
  • Connection to life
  • Myth or Folklore
  • Visual
  • Shock
  • Simple
  • Short
  • Repetitive

12. 13. 14. Dont Forget Who Is In Control 60 million on do-not-call registry 54 million homes with spam blockers 20% of homes have advertising blockers PVR households skip 83% of commercials Direct mail to the garbage for 45 and under 12 million homes have VOD capability 15. Concentric Circle Marketing

  • Old Way
  • Direct Marketing
  • Addition
  • Talk At
  • Many
  • Centralization
  • Delay in Process and Metrics
  • Fundraising
  • Mass Marketing
  • Donor
  • New Way
  • Concentric Circle
  • Multiplication
  • Conversation
  • Mobilized Few
  • Decentralization Issue of Own
  • Real-time Action and Metrics
  • Marketing
  • Targeted Marketing
  • Evangelist

16. Key Words and Phrases Connect to emotions Catch their attention Send Signals Connect us to others Exclude others 17. Key Words Must: Be Clear Invoke feelings and emotions Use other words to leverage impact Dont use catch phrases that everyone else is using Simple Can be a teaser Estate Tax vs Death Tax or Global Warming vs Climate Change or Email-tax vs Delivery Fee 18. Data Mining

  • Nearly any information on any individual is now available on the net the good and the bad
  • Createyour own data creation system
  • Where to find list of people who give to certain causes, have certain behaviors and
  • Specific vendors and site to get info

19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. Step 2 Website & Ext

  • A place to invite someone to become part of something
  • Give multiple ways to get information and get involved flash, video, written, audio, discussion
  • KISS to gain MATE
  • Stats Webtrends
  • Mashup
  • Extend your site

30. Unicef 31. 32. Why We Love Email Email has higher CTA metrics Your email campaigns have a 7-25% response rate compared to .2-8% for direct mail Email has a higher ROI Email reduces expenses by eliminating the cost of printing and postage Email is Instant Most of those who respond will respond in 48 hours of email 33. What is Email? Tactics For Conversation

  • Not Spam
  • Email is a discussion starter
  • Positioning yourself
  • Partnership talk with not to
  • Starter not closer
  • Viral
  • Relevant and Segmented
  • Personal
  • Automated
  • Fulfillment
  • Metrics
  • Not stand alone tool

34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. Creating Effective Email Conversation 48. Email Design

  • KISS Keep it short stupid (1-3 items)
  • Tight layout and make it easy to scan
  • Use HTML when possible
  • Keep it consistent no surprises
  • Offer the option of a surprise
  • Make it personal
  • Segment content

49. Email Capture Plan

  • Email capture boxes in emails
  • Capture boxes on all web pages
  • Email follow-up on every contact
  • - Meetings
  • - Phone calls
  • - Letters (Treehouse case)

50. Make Email A Conversation

  • Ask a Question
  • Have a CTA
  • Make It Personal
  • KISS
  • Segment
  • Have a place to carry on a conversationin groups

51. Email Delivery

  • 65% to 85% Rate
  • Tone down subject line
  • Avoid spam words
  • Use email evaluators
  • Get on white lists
  • Day of week and best times
  • Have your delivery rates evaluated

52. Email Delivery Contacts

  • Road Runner
  • United Online ( NetZero , Juno)
  • Yahoo!
  • MSN/Hotmail
  • Outblaze
  • Goodmail

53. Delivery Platforms

  • List-serve
  • Low-end
  • Middle-end
  • High-end

54. Email Metrics

  • Open rates
  • Bounce rates
  • Click through rates
  • Segment
  • Testing
  • Focus groups

55. Welcome Messages

  • Your first impression
  • Personalize
  • Ask a question
  • Personal
  • Use simple HTML
  • Start the Brand In The Box process

56. Email Etiquette Permission email only Dont send too little or too much Be relevant, personal and segment Take care of un-subscribing ASAP Include all contact info in your email footer NEVER purchase email address lists or harvest email addresses Create privacy policy 57. Website Essentials

  • 1.First Date
  • 2.Interactivity with polls, surveys and talking people
  • 3.Email Capture get the email (phone number
  • 4.Online Donation
  • 5. Easy to use CMS
  • 6. Great Images and Video
  • 7. Awesome story telling content Boring no go
  • 8. Know your visitors and have storyboard for each

58. Communicating Your Content

  • 1. Think like Resume or Outline
  • 2. Use lists and Brief Descriptions and links to more info
  • 3. Get people involved
  • 4. Write to individual persona(s)
  • 5. Strong images to leverage content
  • 6. Use video when possible Make it real

59. 60. 61. Simple Rules

  • Make it easy to find information like how to make a difference and clear CTAs
  • Make contact info easy to find
  • Email capture box an every page and no pop-ups
  • Privacy policy
  • Use off the shelf tools dont build

62. Step #3 Online Advertsing

  • Search Engine Optimization
  • Cross Marketing
  • Search Engine Marketing
  • Ad Placements sites and blogs
  • Social Tagging
  • Social Networks

63. Internet Marketing Contextual Marketing Behavioral Marketing Demographic Marketing Viral Marketing 64. ContextualMarketing 65. Demographics

  • 18-34
  • 35-45
  • 46-64
  • 65+
  • 18-24(50)
  • 25-34(44)
  • 35-54(43)
  • Primary source of info from the Internet

66. Viral Marketing Email capture plan Use viral tools Disseminate information Valuable and Relevant Make appealing Recruit Marketing Evangelists Stay focused Develop Marketing Evangelists Make them co-conspirators and part of movement Bring in new blood 67. Viral Cases

  • Men In Black- black suits
  • Desperate Housewives Laundry Everybody has a little dirty laundry
  • Coffee Sleeves WB show supernatural
  • Find Evangelists 29 people to mkt event
  • CVM Animation
  • Ca