Digital Strategies York Region Workshop: Part One

• 1. Happy Wednesday to all you beautiful students!

2. @[email protected]://www.facebook.com/clairekerr 3. Whats in this workshop? Topics:Format: Content & Management Social & Mobile Fundraising & Reporting 45 minute lecture 3 question/break-out periodsResources: www.slideshare.net/GBDigitalStrat Email ([email protected]) 4. May you live in interesting times... 5. What makes up a digital strategy? TOOLSWeb properties Email Blogging platforms (wordpress/tumblr) Photo sharing applications (Flickr/Instagram) Social network sites (Facebook/Twitter)PEOPLE Communications IT team Development Executives Board Members 6. The New Ultimate Buzzword Cross-channel or Multi-channel 7. Whats going on with your online supporters? 8. Canadians spend more time on the internet than anybody else 45 hours a month! 9. Donated Online in Last Two Years: Canada Generation Y (Age 18 32) 45% Generation X (Age 33 48) 55% Baby Boomers (Age 49 67) 35% Civics (Age 68+) 31% Next Generation of Canadian Giving Report 10. 77% of Canadians research before they purchase online! 11. 86% 19% 14% 12. 50% log in every day 27% are active users The preferred network for multiple users is Facebook. 13. Online donors are the most multi-channel! 14. Whats going on with charities & NPOs online? 15. How many orgs are using websites? 16. How many orgs are using social media? 17. How do you know youre doing good online? 18. What are your online goals? 19. Mobilization 20. Program Delivery 21. Events 22. Volunteer Stewardship 23. Awareness 24. Fundraise 25. Data acquisition/integration 26. Valuable data you capture online Donations Purchases Email addresses Event / program registrations Volunteer registrations Community stories Community feedback 27. Soft outcomes from online activities Media requests Employment referrals Corporate sponsorships/gifts Contest/grant wins CEO/staff community positioning 28. Digital Means You Can Punch Above Your Weight 29. Supporter behaviour as a result of social media39% Took an action15% Made a donation 30. Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause. 31. Can I replicate it? 32. Always think conversion Your visitors 10,00060% 30% 3%Conversion Rate 54 converted 33. Little changes, big wins Your visitors 10,00065% 35% 5%Conversion Rate 114 converted 34. Why is this important? Traffic patterns year over year 35. Its not about how it looks ... its about how it CONVERTS! 36. What can affect conversion? 37. Ridiculous amounts of copy 38. Inaccessible websites 39. Poor SEO 40. Lack of call-to-action 41. Real estate fights 42. Silo-ed? 43. Poor call to action items 44. Too many call to action items 45. How do you know whats GOOD conversion? 46. Brochure .... (Old school) 47. Dynamic sites are working sites! 48. Tom Ahern on NPO communication that fails! 1. Doesnt deliver news that supporters actually care about. 2. Doesnt put the supporter center stage 3. Isnt very friendly (language) 4. Skimps on emotional triggers. 5. Doesnt tell stories. 6. Expects people to read in depth. 7. Doesnt have real headlines. 49. When content should be shared with your community ...Drives conversion to your goals (generate action) Extends organizational awareness Serves your members needs (helps or educates) Generates activity in the community 50. Not the point of sharing content Its cool-looking Somebody else posted it A department requested it be posted 51. Digital campaign management 52. Managing microsites 53. Why Editorial Calendars? Simplifies your reporting Quantifies the work you do! Tracks the time spent on different channels Visualizes real estate demands Identifies top & poorly performing content Reminds your coordinators to ask for money 54. Editorial Calendars for Online Activities 55. What can I include in an editorial calendar? Organizational blogs/content pieces Outside topical or partner articles Company events/sponsor events Scheduled email campaigns Scheduled direct mail drop Promotions/Prizes/Offers Social media contests/challenges Time-sensitive campaigns 56. To note in your calendar Themes of the month / week Call to Action (lead capture) Location(s) for content dissemination Expected Outcomes! Associated multimedia pieces (picture/videos) 57. Working in a team? 58. Intelligent cross-channel action 59. Make your site accessible 60. Use giving levels! 61. Dont bury transactional items 62. Pages must be socially shareable 63. Make it easy to connect 64. Publishing Platforms What do we look for in a CMS (content management system)? -One-step publishing -Social enabled -Mobile enabled & mobile app -Backup/export options -Brandability/skinning -Multiple users 65. Publishing Platforms 66. Wordpress 67. Drupal 68. Tumblr 69. Joomla 70. Great features of a website Easily updated by multiple members No coding required Easy image upload Online or free user training Compatible with plug-ins User or community groups online 71. How quickly can you mobilize? 72. What kinds of content does well online? Sticky content Includes well-targeted keywords Compelling images Online video 73. Dont be offended but ... Donor/Supporter communication should be written at a Grade 7-8 level or below: 74. The basics: Skimmability!Good use of white space Good use of header text Good use of readable fonts NO ALL CAPS ON TEXT Left-alignment on the web 75. Visual Tricks: Numbered or bulleted Lists 76. Visual Tricks: Captions on images 77. Pop Culture Events 78. Timely Events & Occasions 79. News-Worthy Individuals 80. Your members are content thieves! 81. Images & Infographics 82. Canadian online video consumption rose 58% in the last 12 months. 83. Were special! Canadians are top consumers of online video#1 84. Online Video & Your Community In Canada, YouTube per capita consumption of video is No. 1 in the world, its justabsolutely crazy in terms of how passionate Canadians are about YouTube.- Chris ONeill Canada country director, Google 85. Your Supporters Love Online Video 86. Instructional content 87. Are you using Vine? 88. Instagram 89. Memes! 90. Google+ Hangout On Air - Can be automatically saved to your YouTube account. 91. Email Strategies 92. Email must haves Mobile optimized Personalized Segmented Consistent call-to-action Regularly scheduled! 93. Scheduled emails & video 94. The intersection of email & mobileEmail converts better than social for donations 95. Email drives online activity 96. Email integration with social goals 97. The best NPO e-appeal ever? 98. Effective Email Tips Write for the preview pane Choose benefit-laden subject lines Include clear call-to-actions 99. Follow-up for online conversions In 2009 and 2010, only about 1/3 of the organizations acknowledged the online gift with more than an automated email, and just a few started any real kind of conversation with me with newsletters or additional email communications. 100. Usability Checklistshttp://www.usereffect.com/download/checklist.pdf 101. A usability audit includes: How easy is it to find stuff? (Navigation) How easy is it to read text? (Legibility) How easy is it to complete actions requiring user submitted information (Transaction) How easy is it for users to complete new goals? 102. Review all your transactional points of contact with supporters Make a donation Purchase an item Sign up for the online newsletter Register for an event / email group Complete a get more information form 103. Review all your offline collateral Consistent use of website URL Correct Facebook & Twitter handles Special campaign hashtag or call-to-action? Quiz your staff: Does everyone know how supporters can find your organization online?