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"Preparing for a Pandemic: Raising Campaign Online Visibility" virtual presentation at UnTech10, Friday Feb. 12, 2010, originally scheduled for live delivery at the ASAE Technology Conference (canceled due to snowfall in Washington, DC)
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CONTENT LEADERS:Larry Himelfarb, Asst Director,
Online Services, American Nurses AssnJessica Ek, Web Communications Editor,
American Nurses AssnDon Baker, Partner, NSI Partners
Preparing for a Pandemic: Raising Campaign Online Visibility
Thursday, February 11, 20104:15–5:30
#tech10 lb7
untech10.conferencespot.orguntech10.conferencespot.org
Raising Online Visibility—Intro
How do we increase online visibility, since Web sites are essentially passive when ANA launches critical online campaigns?
Recognize the power of Google, Yahoo!, Bing and social media/networks to bring eyeballs and drive activity
Recognize the reality of multiple “home pages”
It is not enough to build and wait for visitors
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Raising Online Visibility—Intro
Will share real case studies, how-tos and tools with you today
Explain search-marketing components
Your take-aways: Recognize benefits of search marketing Understand basic search-marketing methodology Understand value of Web analytics to recognize what
visitors seek and guide site changes
How to incorporate social networks into campaigns
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Metrics for Success Campaign-Specific
Traffic Numbers Conversion Goals Search Ranking
Organization-Wide Membership Sales Traffic to and from
NursingWorld.org
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Traffic: Safe Staffing Saves Lives
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Traffic: Health Care Reform
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Traffic: Immunization
ANAImmunize.org
Cooperative agreement with the CDC to provide nurses with information to help them and their patients make informed decisions about vaccinations.
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Conversion Goals
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Reaching Search–Marketing Goals
Determine Keyword-Phrase Sets
Establish Baseline Site Visibility vs. Competition
Use Targeted Pay-Per-Click (PPC) Gather Real-World Search Data on Phrases Provide Immediate Visibility Boost for Searchers
Optimize Site Pages for Better Visibility
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Reaching Search–Marketing Goals
Pursue Inbound Links – “Traditional” Other site pages Email newsletters Quality online directories Press releases & media articles Partners & other complementary websites
Pursue Inbound Links – Social Media Communities (Facebook, consumer/pro forums) Community-based content sites (Squidoo, wikis) Blogs & micro-blogs: original content & links Social Bookmarking (Delicious, StumbleUpon) Multimedia (video, podcasts)
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Reaching Search–Marketing Goals
Track Progress Website analytics
traffic patterns referring sites & search engines conversions visitor paths internal search results
Search-engine rankings for important phrases
Social-media follows/friends/re-posts
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Reaching Search-Marketing Goals
SafeStaffingSavesLives.org
Top Google Rankings Safe staffing - #1 & 2 Safe nurse staffing - #1 & 2 Setting safe nurse staffing levels - #2 & 3 Safe staffing ratios - #1
Top Yahoo! Rankings Safe staffing - #1 & 2 Safe nurse staffing - #1 & 2 Setting safe nurse staffing levels - #2 & 7 Safe staffing ratios - #2 & 10
(mid-January 2010)
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Reaching Search-Marketing Goals
NursingWorld.org — Handle With Care
Top Google Rankings Handle with care - #9 ANA handle with care - #1 & 2 Handle with care recognition program - #1 & 2 Nursing ergonomics - #10
Top Yahoo! Rankings Handle with care - #7 ANA handle with care - #1 & 2 Handle with care recognition program - #1 & 2 Nursing ergonomics - #6 & 17
(late-January 2010)
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ANASafePatientHandling.org
Top Google Rankings – goal to reach first page Safe patient handling - #10 & 14 Safe patient handling legislation - #11 & 30 Safe patient handling program - #13 & 28
Top Yahoo! Rankings Safe patient handling - #4 & 25 Safe patient handling legislation - #1 & 9 Safe patient handling program - #7 & 20
(late-January 2010)
Reaching Search-Marketing Goals
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Reaching Search-Marketing Goals
ANAImmunize.org
Launching April 2010
Targeting “immunization”- & “vaccination”- related phrases
Will develop inbound links from: Pay-per-click search-ad campaign ANA & CDC websites Online directories, social-media sites, blogs & forums
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Pay-Per-Click (PPC) Marketing
Strategy Identify important keyword phrases Target specific audiences & desired actions Gain immediate first-page search rankings Gain additional visitors and brand lift when combined with high organic rankings
Application Google AdWords provides largest audience (~70%) Secondary networks may yield better conversions Use best practices to target phrases & ads
improve ad positioning increase clickthrough rates (CTRs) lower per-click costs
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Pay-Per-Click (PPC) Marketing
Google AdWords campaign results
SafeStaffingSavesLives.org 2,400 targeted visitors from May 2008 – May 2009 Average 3% CTR Identified high-traffic phrases useful for optimizing pages on this site and NursingWorld.org
ANASafePatientHandling.org 340 targeted visitors since September 2009 Average 6% CTR Providing high visibility for new site gaining organic rankings
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Online Campaign ProcessSite Planning/Decision-making
Determine Goal(s) Branding/boost primary site traffic Increase sales, downloads or leads Address target-audience niche
Subdomain, Subdirectory or Stand-alone site? Subdomain: offer unique but related topics
topic.yoursite.com Subdirectory: organize closely related topics
yoursite.com/topic Stand-alone: establish unique brand for
specific audience and/or purpose
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Online Campaign Process SafeStaffingSavesLives.org
stand-alone site with different look-and-feel new audience, biased toward taking action & sharing info
NursingWorld.org Handle With Care campaign subdirectory leveraging existing site’s brand educational campaign aimed at core audience recognition program for hospitals using SPH equipment
ANAImmunize.org stand-alone, niche site for ANA/CDC joint venture many outbound links to non-ANA-related content
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Planning Navigation: Popularity
Original Home of Nursing Ethics
New Home
Navigation Change
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Planning Navigation: Organizing by
Topic/Audience/Media Especially For You
Student Nurses
Immunization Specialty Toolkits
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Raising Awareness
Social Networks
Pay-per-click ads
Website Content
Other Inbound Links Directories Press releases
Email Campaigns
Offline publications
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ANA Social Networking
Use different accounts for
different topics (health care
reform, H1N1 updates, Nursing
Insider news) and have a
Twitter List to bring them all
together
Engage community and highlight news
that makes nurses proud of their profession
Link to Career Center
resources, repost Nursing Insider
news, and encourage discussion
Add multimedia elements to
campaigns and put faces on the Association and
its members
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ANA Social Bookmarking
Know the Site
Be a Good Citizen
Stay Active
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ANA Blogging
NurseSpace: Private network for members
Following influential bloggers
Monitoring Online buzz
www.asaecenter.org
Review Data Traffic
Number of Visitors Sources
External Search Referrals Direct
Engagement and Conversion Social Media
Activity Actions Taken
Review Data
www.asaecenter.org
Insert graphs from Convio on actions taken here
Review Data: Safe Staffing Saves Lives
Actions Taken 4,879 Letters to
Congress 14,993 Poll Responses 60 People Emailed 76 Friends
Traffic Time on Site Source of Traffic
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Review Data: Health Care Reform
Action Taken 2,942 Joined the Health
Care Reform Team and shared their story
251 Sent emails to 266 friends
4,233 Letters to Congress
Social Media Activity 637 Tweets 1,177 Facebook interactions
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Review Data: Immunization
Social Media Activity• 31 Tweets• 260 Facebook interactions
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Search: External & Internal
On-page Factors Title tag
Brief include primary keyword phrase(s)
<title>Scope of Practice for Advanced Practice Registered Nurses (APRNs)</title>
Meta description tag Brief – 1 to 2 sentences include primary keyword phrase encourage visitor to click your link
<meta name="Description" content="Scope of Practice for Advanced Practice Registered Nurses (APRNs) - get detailed information here."></meta>
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Search: External & Internal
On-page Factors Page URL
brief try to include primary keyword phrase
http://www.safestaffingsaveslives.org/WhatisSafeStaffing.aspx
Headline & content include primary keyword phrase(s) & variations Try to insert in first couple of paragraphs
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Search: External & Internal
Sample External-Search Improvements “nursing ethics”
On-page optimization, navigation changeVisibility improved from #16 to #4 in Google monthly traffic increased 584%
“nursing shortage” On-page optimization, inbound links, PPC Visibility improved from #42 to #14 in Google monthly traffic increased 50%
(July–November 2009)
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Search: External & Internal
Sample External-Search Improvements
“nurses and health care reform” On-page optimization, inbound links, PPC Visibility improved to #3 in Google monthly traffic increased 240%
“safe patient handling” On-page optimization, inbound links, PPC Visibility improved from #10 to #7 in Google monthly traffic increased 100%
(July-November 2009)
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Search: External & Internal
Sample Internal-Search Improvements
“code of ethics” Exit rate down from 12% to 3%
“safe staffing” Exit rate down from 30% to 4%
“safe patient handling and movement” Exit rate down from 25% to 11%
(July-November 2009)
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Impact Safe Staffing Saves
Lives
Health Care ReformSafe Patient Handling
Handle With Care
Immunization
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Questions?
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How to Contact UsAmerican Nurses Association
Larry [email protected]
Jessica [email protected]
NSI PartnersDon Baker [email protected]
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ResourcesSearch Engine Optimization Basics
SEO for Non-Profits guidehttp://seo.grassroots.org/guide
Google's Search Engine Optimization Starter Guide (pdf)
http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
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ResourcesSocial Media Basics
Social Media Marketing in 3 Minutes (video)http://www.youtube.com/watch?v=gza8dvN8Hkc
How To: Make Social Media Work for Non-Consumer Brandshttp://mashable.com/2009/11/25/social-media-b2b/
How To: Measure Social Media ROIhttp://mashable.com/2009/10/27/social-media-roi/
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ResourcesWebsite Analytics Basics
Unleashing the Power of Website Analyticshttp://sixrevisions.com/usabilityaccessibility/unleashing-the-power-of-
website analytics/
Google Analytics: Google Business' Google Analytics Playlist (videos)http://www.youtube.com/user/GoogleBusiness#p/c/8AD289AB1ACCD84F
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Some Definitions(via Wikipedia)
Search Engine Optimization (SEO) “…the process of improving the volume or quality of traffic to a web
site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results…. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.”
Search Engine Marketing (SEM) “…a form of Internet marketing that seeks to promote websites by
increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.”
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Some Definitions(via Wikipedia)
Social Media “…is media designed to be disseminated through social interaction,
created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
Website Analytics “…the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research.”