Tech Classroom STOP! The NEW Best Features in Web Communications and Social Media that You Need to Be Utilizing...YESTERDAY!
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Tech ClassroomSTOP! The NEW Best Features in Web
Communications and Social Media that You Need to Be Utilizing...YESTERDAY!
Your Communication Foundation
Design isn’t about eye-candy. It’s about problem-solving. If your Web “design” isn’t solving quantifiable issues, then
it isn’t design: it’s “decoration.”
-I Want To Be A Web Designer When I Grow Up
• By Michael Aleo
smashingmagazine.com
Why you should become friends with a 5 year old
What does Web 2.0 look like?
From getting information- to sharing and interacting with the internet
What does Web 3.0...4.0...5.0 look like?
The internet. My way.
Common Web Myths● It’s okay if my website is out of date
● My story can’t be told in an email
● We don’t need to be on social media
● We are not afraid of change, we just don’t want it
● We don’t need technology for our organization to grow
Case Study: St. John of the Cross stjohnofthecross.org
Defining Success
What would you wear to a professional interview?
➔ Undergarments: Your Foundation; Your Blueprint
➔ Shoes and Socks: The Applications to Keep You Moving
➔ Pants: Branding and Design
➔ Blouse or Collared Shirt: Layout of Pages, Made to Fit You and Adapt
➔ Hair/Face: Content and Messaging
➔ Accessories: Extensions of Your Brand (Social Media)
#1 ProblemIgnoring the obvious audience
Young donors are open to making small donations more frequently:
● 52 % said they would be interested in making monthly gifts to an organization.
● 70 % said they would be willing to raise money for an organization they cared about
● 64 %said they had raised money in a fundraising walk or race
● 84 % saying they want to give through a Web site
http://philanthropy.com/article/Young-Donors-Turned-Off-By/140435/
Today, people under 25 make up 43 percent of the world’s population – in some
countries, that number is as high as 70 percent. (
http://socialmediatoday.com/donaldbulmer/1252111/mpowering-change-generation
)
Other Barriers to Success
Management● Updating
○ When was the last time you...○ Three out of four donors born from 1979 to 1994—a
generation often referred to as “millennials”—said they were turned off when a nonprofit’s Web site had not been updated recently.*
● Say “No” to cookies!○ Would Starbucks do it?
*Millenial Impact Report, 2013
Barriers to SuccessManagement
● Insourcing vs. Outsourcing○ Organizational growth on fixed budget
● 5.0 Mentality○ “What’s Next”
● Resource Allocation○ Time○ Money
■ Invest in the web or “it” won’t invest in you
Barriers to Success
“Advertising”
Getting the message known is easier than getting people to come- tracking message to action
Do not “poster-blind” the user
People prefer interacting with individuals more than brands
Advertising does NOT equal engagement
http://www.idealware.org/blog/engaging-youth-nonprofits
Take a look at your websites:
EngagementWhy and How
Ex. Resource Library- Dominicans
MessagingAudience POV
Ex. Demographic Menu Bar- Boiler Catholics
Brand familiarity and legitimacySTAY on Website...All the Time
Ex. Online Giving- SJC
InspirationYouTube number 2 search engine
Ex. Holy Family Academy
http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/)
Where are we?Audit Questions● What’s the need or problem the organization
addresses?
● What are they doing about it?
● How effective are they? Results? Stories?
● Do they need my help? Why?
● What will they do with my money/time/effort?
http://www.themillennialimpact.com/usertesting-donationpage
Website Development for Religious Organizations
➢ Keep your donation pages on your website
➢ Explain your history visually and artistically!
➢ How have you impacted your world- “Show Me” Tools
➢ How to engage all age demographics- Homepage Layout
➢ Answer: Where do you want to go in the future? What is your success story?
Email IntegrationCan’t have a website be successful without email and can’t
have email marketing be successful without a website
Opportunity to drive to website via e-blast page layout
Easy access to sign-up- testing user experience
Segmentation Examples and Integration
http://www.themillennialimpact.com/usertesting-emailtextheavy
http://www.themillennialimpact.com/usertesting-mobileemail
Email Marketing for Religious Organizations
➢ STOP heavy messaging
➢ Don’t forget to inspire; human face
➢ Remain sensitive to the call to act
➢ Segment, segment, segment....segment
➢ Test users interest and layouts- analytics!
Don’t Be Afraid of an Email Campaign!
Email Success Stories
● Increase traffic○ Share Links; Social Media; Forward to Friend
● Engage supporters○ Share Their Story; Survey; Poll Questions; Pictures
● Retain volunteers○ Spotlights; Awards; Impact Stories; Current Needs
Social Media Integration
Streamline the updating processCase Study: http://viatorians.com/
Enhance YOUR brand, not theirsCase Study: http://boilercatholics.org/
Questions vs. Notificationshttp://www.themillennialimpact.com/usertesting-facebookconversation
Social Media Management ToolsSocial Media Monthly Audit
Where is your audienceDefine realistic expectationsShort-term vs. Long-term goals
BufferApp, Hootsuite, TweetDeck, SproutSocial, Crowdbooster, Bitly
http://socialmediatoday.com/
Remember, important but NOT replacement
My Web:The next generation of engagement
“The Facebook Tragedy”
“When I was younger, my mom had a Facebook.” (http://mashable.com/2013/08/11/teens-facebook/)
“Facebook makes us sad.” http://abcnews.go.com/ABC_Univision/quitting-facebook/story?id=18668978&singlePage=true
“On Facebook, we are no longer just users, we are data.”http://abcnews.go.com/ABC_Univision/quitting-facebook/story?id=18668978&singlePage=true
Facebook is like a toilet, everyone has one. http://www.youtube.com/watch?v=UGEmBCf5FSI
Another Platform?Not Really...
Why Go Internal: People are looking for communityCommunication channels among staff are complicatedPrivacy and exclusivityEasily adaptable and convenient
How Different: Not everyone is invitedYou control the content- No Ads!More targeted segmentation/analysisEasily integrated into other web communications
Best just to demonstrate...
DBD staging site:● Members● Groups● Posts● Public or Private● Send or Accept Invites● Library of Resources● Library of Media
Internal Social Media Network
➔ Engage Supporters
➔ Retain Volunteers
➔ Increase Web Traffic
➔ Communication with Staff
➔ Streamline the Work
What will your organization look like in 2020?
Story of the First Catholic PR Team...
http://www.youtube.com/watch?v=gxo2rGr7Yfg
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