Digital Marketing: A Primer for Not-for-Profit Organizations

• 1. Digital Marketing A Primer for Not-for-Profit Organizations January 20, 2014

2. Welcome Zone 5 is an integrated communications agency: Marketing Public relations Social Media Design Digital/Web Printing Research Training@Zone_5zone5.com 3. Presenters Colleen Luther @Z5Leena Danika Atkins @DanikaAtkins Alyssa McClenning @AMcClenning 4. Agenda Presentation: What is Digital Marketing How Does Digital Marketing Work Examining Resources Measuring ROI Q&A Small Group Workshops 5. What is Digital Marketing? 6. What is Digital Marketing? Where Online Social Mobile Search Personal PublicWhat Stationary ads/content Dynamic ads/content Video ads/content Social ads/content Search ads/content Email 7. What is Content? 8. What is Content? 9. Complexity is a Trend 10. How Digital Marketing Works How do you get your message into the digital realm? Channel by channel Enterprise systems Less than enterprise systems Vendors 11. How It Works Channel by Channel - Popular in the social world - And for email blasts - Web content management systems (CMS) make this an increasingly popular option too The downside? - Content creation is timely 12. How It Works Channel by Channel Digital media efforts operate at the whims of companies that own the platforms The rules constantly change 13. How It Works Channel by Channel 14. How It Works - Systems Save time: Content publishing Social listening Bypass technical know-how: 15. How It Works - Hootsuite Save time: Content publishing Social listening Bypass technical know-how: 16. How It Works Sprout Social Save time: Content publishing Social listening Bypass technical know-how: 17. How It Works Radian6 18. How It Works WordPress 19. How it Works Vendors & Agencies Agencies & Freelancers: Great for strategy Resources Website Media Buyers: Atlas, Bluestreak, DART, Interpolic, Pointroll, Tan go Zebra, MediaPlex, EyeBlaster, EyeWonder 20. Resources Do things fast Do things cheap Do things well 21. Resources Personnel Creative: designer, copywriter, videographer, video/sou nd editor, Digital: web developer, web editor, SEO specialist, interactive media buyer Social Media: community manager, Director that is knowledgeable about digital options 22. Resources Personnel 23. Resources Budget How much should a good campaign cost? 24. Measuring ROI Analytics Social: Facebook, YouTube, LinkedIn Web: Google Analytics, Server Data Ads: Google AdWords Enterprise: Hootsuite, Sprout Social, Radian6 25. Measuring ROI "We think that a client's ROI is going to be greater served by looking at the synergies across digital as a whole rather than silo-ing each and every strategy. - Nick Talbert, MediaMind 26. Measuring ROI Industry Data 27. Measuring ROI Industry Data 28. Measuring ROI Industry Data Among the findings of a new study is that Googles advertising tentacles extend to at least 80 percent of online publishers. It also found that if only a small fraction of Web surfers opted out of being shown shown ads based their previous online behavior, it would significantly decrease the industrys profits. Source: Stony Brook and Columbia Universities (2011 data) 29. Measuring ROI - Benchmarks Your best benchmark is you. Benchmark factors: They are the results of a single study. Who is involved? How were they surveyed? When were they surveyed? How are terms defined? 30. Resources - Budget How much should a good campaign cost? 31. Resources - Budget 32. Resources - Budget 33. Top Five Tips Start where you are. Audit your digital presence. Help, dont hype. Customer service is huge online. Keep it personal at all levels of your organization. Stay informed. Show your passion.