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basics of online/social marketing
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Marketing 2.0:Finding & Connecting with Audiences
Virginia HinesOnline/Social Marketing Consultant
November 5, 2008
Today’s Agenda
• Web 2.0 marketing is different & game-changing• Reaching your audience• Data: Capture & analyze• Using ROI to set priorities & allocate resources• More tactics
– Blogging– Social networks– SEO/SEM– Name capture– Online PR– Multimedia
• Q&A
Marketing 2.0: A New Game
• Tremendous benefits– Reach an audience of millions
• Plus their friends
– Online medium offers rich, interactive multimedia experience
– Everything is measurable: observe behavior, learn, optimize
Marketing 2.0: A New Game
• But it’s not business as usual– Online reaches a different demographic
with different behavior, expectations– Conversation, not a monologue– Online marketers need different skills
• Data analysis (Excel)• Html• Eager to keep learning• Can-do attitude: make it happen
Web Changes Everything
• Welcome to a new way to communicate• Online is
– Dynamic…not static– Global…AND local– Multimedia…not just text– Interactive…real-time audience participation– Democratic…not hierarchical– Inclusive…not exclusive– Networked…not independent
Reaching Your Audience
2008 Statistics Snapshot
73%
44%77%
2008 US population: 304 million
Reaching Your Audience
• Key sources of traffic– Direct: they type in your URL– Links from other sites– Search engines
• Ideally these sources should be fairly balanced, with each contributing25-50% of traffic
• Another strategy: social marketing
Search Engines
• Search Engine Optimization (SEO): search-friendly structure can drive lots of “free” traffic to your site
• Content: page title, metatext,alt-text, tags, keywords, site map
• Site design: navigation structure; content organization; judicious use of Flash, frames
• Use Search Engine Marketing (SEM—“paid search”) selectively for positive ROI
• Get professional help with SEO/SEM
Search Engines
You see: The search engine sees:
Social Marketing
• Exciting new field, still in its infancy• Use Web 2.0 and social networking tools
as channels for building engagement, finding new prospects
• Conversation, not a monologue– Audience participates in the discussion, creates
content, voices opinions, shares expertise– No “hard sell”
• Network effect: you’re exposed not only to direct prospects, but also their friends
Data
Data
• Revolutionary difference between print and online
• Your site is a living focus group of audience interests and behavior– Content preferences– Search terms– Clicks
• Capture it where possible– Use tracking codes for more insights
• Base decisions on data rather than intuition & guesses
Data: Capture
• Web analytics are essential– Google Analytics:
a popular free solution
Data: Analyze
• Track statistics, ideally daily• Develop “key performance indicators”
(KPIs) and chart progress– For example, pageviews, clicks, email
open rates, time on site, names captured
• Learn about your audience from their behavior & affinities
• Proficiency in Excel is a must!
Return on Investment
• Lots of data in the online environment makes it easier to track ROI
• Use ROI to set priorities, allocate resources, optimize your online presence– Was it worth $500 to hire a freelancer to write
that marketing piece?
Tactics
Tactics: Blogging
• You are, therefore you blog: every enterprise should have a blog– Easy, cost-effective way to keep in touch– Gives a personal face/voice to your brand– React quickly to breaking news, share
information of interest, provide frequent updates, link to documents with more detail
– Instant audience input/feedback via comments• Use comments for contests, testimonials, etc.
– In addition to text, share photos, video, audio– Option to subscribe via RSS
Tactics: Blogging
• Host your blog on your own site or use a free service
• Some of the most popular:– TypePad– WordPress– Blogger
• Owned by Google• My choice because it may perform better in
search results
Tactics: Social Networks
• The opportunity: harness the power of “friends of friends”– Tap into the web’s enormous reach– Generate deep engagement with your cause
• The tradeoff: you don’t fully control the message; your message must resonate
• Take your message to websites people use to communicate with their networks of associates– Facebook, MySpace, LinkedIn– But also YouTube, Twitter, specialized discussion
forums…or create your own community (Ning)
Tactics: Social Networks
• Create affinity groups and Facebook “causes”
• Provide badges & widgets so members can show their support
• Invite people to participate, share, get involved, tell their friends
• Facilitate sharing with “email this” links, RSS
Tactics: Name Capture
• Integrate name capture opportunities into your online marketing activities– Collect email and mobile/SMS as well as
conventional contact info– Think ahead: include privacy policy checkbox
• Give something in return– Join a networking group or community– Subscribe to an email newsletter– Receive text message alerts or updates– Participate in a live chat event
Tactics: Online PR
• Keep a steady stream of press releases on PR Newswire, PRWeb– PR isn’t just for “big news”
• Links improve search engine performance, in addition to propagating your brand
• Also post this content on your blog, website, and social networks
• Important to “push” content of interest to your audience
Tactics: Multimedia
• Diverse storytelling—not just text– Video (also share on YouTube)
• Create a YouTube channel if you have several videos
– Audio (also podcast on iTunes)– Photos/slideshows
• RSS feeds• “Personal broadcasting”: Twitter, SMS
– Important announcements, timely updates
• Live chat events• User-generated content: give the audience a
voice
PS—The Obama Campaign
• Web 2.0 a vehicle to spread enthusiasm people felt for Obama & his change agenda– Historic number of small donors, many paying
on a subscription plan– People were asked not just to donate but to help
raise money from associates
• Lower the barrier to entry but ask people to be more engaged
PS—The Obama Campaign
• Provided tools to help people tell friends– Badges, widgets, ringtones, affinity groups
• Also used social tools to keep in touch, ask for donations & volunteers– SMS, Email, Twitter
• Strategy very much aligned with a core demographic of Obama supporters– Young, affluent, tech-savvy
PS—The Obama Campaign
• Long-term, Obama’s success with social marketing challenges conventional wisdom about a “big donor” fundraising strategy– With the right cause you can raise huge
amounts of money in a democratized, decentralized social marketing campaign
– Breaking ground in 2012: the Facebook Cure Cancer Group Pediatric Oncology Center
A Few Resources
• BaconSalt online marketing case study• Donor Digital• eNonprofits Benchmarks Study• Google Analytics• My blog: Reinventing Media• Nonprofit Marketing Guide.com• Obama online marketing case study• Social Edge: Drive Traffic to Your Site• Zazengo• This presentation on SlideShare.com