Digital Strategies York Region Workshop: Part One
- 1. Happy Wednesday to all you beautiful students!
- 3. What’s in this workshop? Topics: Format: • Content & Management • Social & Mobile • Fundraising & Reporting • 45 minute lecture • 3 question/break-out periods Resources: • www.slideshare.net/GBDigitalStrat • Email (clmkrr@gmail.com)
- 4. “May you live in interesting times...”
- 5. What makes up a digital strategy? TOOLS •Web 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. What’s 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. What’s going on with charities & NPOs online?
- 15. How many orgs are using websites?
- 16. How many orgs are using social media?
- 18. How do you know you’re doing “good” online?
- 19. What are your online goals?
- 20. Mobilization
- 21. Program Delivery
- 22. Events
- 24. Awareness
- 25. Fundraise
- 27. Valuable data you capture online • Donations • Purchases • Email addresses • Event / program registrations • Volunteer registrations • Community stories • Community feedback
- 28. “Soft outcomes” from online activities • Media requests • Employment referrals • Corporate sponsorships/gifts • Contest/grant wins • CEO/staff community positioning
- 29. Digital Means You Can Punch Above Your Weight
- 30. Supporter behaviour as a result of social media 39% • Took an action 15% • Made a donation
- 31. Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause.
- 33. “Can I replicate it?”
- 34. Always think “conversion” Your visitors 10,000 60% 30% 3% Conversion Rate 54 converted
- 35. Little changes, big wins Your visitors 10,000 65% 35% 5% Conversion Rate 114 converted
- 36. Why is this important? Traffic patterns year over year
- 37. “It’s not about how it looks ... it’s about how it CONVERTS!”
- 38. What can affect conversion?
- 39. Ridiculous amounts of copy
- 41. Poor SEO
- 45. Silo-ed?
- 46. Poor call to action items
- 47. Too many call to action items
- 48. How do you know what’s GOOD conversion?
- 50. Brochure .... (Old school)
- 51. Dynamic sites are working sites!
- 52. Tom Ahern on NPO communication that fails! 1. Doesn’t deliver news that supporters actually care about. 2. Doesn’t put the supporter center stage 3. Isn’t very friendly (language) 4. Skimps on emotional triggers. 5. Doesn’t tell stories. 6. Expects people to read in depth. 7. Doesn’t have real headlines.
- 53. 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
- 54. Not the point of sharing content It’s cool-looking Somebody else posted it A department requested it be posted
- 57. 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…
- 58. Editorial Calendars for Online Activities
- 59. 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
- 60. 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)
- 62. Working in a team?
- 67. Make your site accessible
- 69. Don’t bury transactional items
- 70. Pages must be socially shareable
- 72. Make it easy to connect
- 73. 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
- 75. Wordpress
- 76. Drupal
- 77. Tumblr
- 78. Joomla
- 79. 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
- 80. How quickly can you mobilize?
- 81. What kinds of content does well online? • • • • “Sticky” content Includes well-targeted keywords Compelling images Online video
- 82. Don’t be offended but ... Donor/Supporter communication should be written at a Grade 7-8 level or below:
- 83. 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
- 84. Visual Tricks: Numbered or bulleted Lists
- 85. Visual Tricks: Captions on images
- 87. Timely Events & Occasions
- 91. Your members are content thieves!
- 95. Canadian online video consumption rose 58% in the last 12 months.
- 96. We’re special! Canadians are top consumers of online video #1
- 97. Online Video & Your Community “In Canada, YouTube per capita consumption of video is No. 1 in the world, it’s just absolutely crazy in terms of how passionate Canadians are about YouTube.” - Chris O’Neill Canada country director, Google
- 98. Your Supporters Love Online Video
- 101. Are you using Vine?
- 102. Instagram
- 103. Memes!
- 104. Google+ Hangout On Air - Can be automatically saved to your YouTube account.
- 105. Email Strategies
- 107. Email must haves • • • • • Mobile optimized Personalized Segmented Consistent call-to-action Regularly scheduled!
- 108. Scheduled emails & video
- 109. The intersection of email & mobile Email converts better than social for donations
- 110. Email drives online activity
- 113. Email integration with social goals
- 114. “The best NPO e-appeal” ever?
- 115. Effective Email Tips •Write for the preview pane •Choose “benefit-laden” subject lines •Include clear call-to-actions
- 116. 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.”
- 118. 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?
- 119. 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”
- 120. 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?