Incitrio: State Education Editors Conference 2009
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The document outlines strategies for attracting and retaining membership through integrated online marketing, particularly focusing on social media and website optimization. It discusses the importance of branding, engaging content, user experience, and various online tools for acquisition, conversion, and retention of members. Additionally, it provides practical advice on search engine optimization, online tools for newsletters and event registration, and leveraging social media platforms for effective communication.
Incitrio: State Education Editors Conference 2009
- 1. Let’s get social! How to attract and retain your membership with an integrated online strategy STATE EDUCATORS CONFERENCE > JUNE 2009 incitrio | 10951 sorrento valley road, suite 2c | san diego, california, usa 92121 | tel: 858.202.1822 | web: incitrio.com
- 2. Welcome to Incitrio. Since 1992, I have been offering marketing and design solutions to global clients such as: Hallmark, Williams Sonoma, Energizer, Mars Candy, Ford, Merrill Lynch, Visa, Sun Microsystems, PG&E, Maersk, Intel, Pepsi, Sega, Foster Farms, Invitrogen, Taylor Guitars and Jabra. Incitrio was founded in 2004 to service the branding, print design, web design and online marketing needs for businesses everywhere: B2B, B2C and non-profit.
- 3. Our Branding Process Integrity + Authenticity in Branding = TRUST INTERNAL BRANDING EXTERNAL BRANDING BRANDING ANALYSIS STRATEGY AND DESIGN RESULTS FOR CLIENT
- 4. External Branding Today, we’re going to focus on Social Media. BROCHURES WEBSITE NEWSLETTERS EXTERNAL SOCIAL MEDIA BRANDING PR ONLINE MARKETING
- 5. Social Media An online tool for engaging your membership. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 6. Assessment First, let’s assess your website. Are you a 2 or a 10?
- 7. Assessment Look at your online marketing components individually. Branding Marketing Skin, Bones, The Dress & Muscle Advertising Design Hair Facial Structure Make-up Body Shape Accessories
- 8. Assessment If one is weak, the others will fail. Develop your strategy. Branding Marketing Core Values SEO, PPC, Blog content Design Look&Feel of: Advertising Website, Banner Ads, Email Newsletter, YouTube, Blog, etc. Flickr, etc.
- 9. Website / ACR Model ACR = Acquire, Convert, Retain (Your Members) ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 10. Acquisition Acquisition = Attraction How do you attract the right prospective members to you? Options: Association Website Design (Z/F Patterns) Blogs (Wordpress.com) Search Engine Optimization (SEO) Pay Per Click (PPC via Google Adwords) Newsletters, Print & Email (Blue Hornet.com) E-brochures, Interactive PDF files (ebrochures.com)
- 11. Conversion Conversion = Creating a Relationship How do you convert prospective members into paying members? Options: Association Website Design (User Experience, Call to Action) Online Member & Event Registration (WildApricot.com or Eventbrite.com) RSS Feeds (Feedburner.com) Social Bookmarking (AddThis Toolbar) Media Sharing (Flickr.com, YouTube.com Affiliate Marketing (Amazon.com Affiliate Program)
- 12. Retention Retention = Maintaining a Relationship How do you strengthen and enhance your member’s experience? Options: Association Website Design (E-commerce, Member Directory) Social Communication (Twitter, Facebook) Online Discussion Forum (Ning.com) Presentation Sharing (SlideShare.com) File Sharing (Box.net) Online Classroom Management (Engrade.com) Elearning Tools (Wiziq.com)
- 13. User Experience Design Enhance user experience with web design for “Z” or “F” patterns. Claritas.com » Scientific studies show website viewers look at your content in a “Z” or “F” pattern. » Make sure your critical elements are placed correctly. » Search, Call to Action, Alternative Navigation, etc.
- 14. Blogs Wordpress.com offers a free blogging service that is easy to setup. » Blogs are organizational diaries that enable you to communicate what’s new at your organization and provide a face or personality to go with the logo » They are a great way to engage membership and encourage dialogue in an authentic way » Also, make sure you integrate your blog on domain (within your URL) for the SEO benefits
- 15. Blogs It’s critically vital that your blog is hosted on domain within your url instead of within the wordpress.com url to get maximum SEO benefit.
- 16. Blogs If you’re more ambitious, you can create a customized blog that integrates social media functionality. http://idahoea.org/
- 17. SEO vs. PPC Search Engine Optimization vs Pay Per Click ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 18. Pay Per Click Pay Per Click is a paid way to increase web traffic. » Top 3 rows on yellow and right column are Pay Per Click aka PPC ads » These organizations have paid to be at the top and pay money to Google Adwords every time someone clicks on their blue link.
- 19. Search Engine Optimization Search Engine Optimization is a free way to increase web traffic. » Search Engine Optimization aka SEO occurs when your site is optimized for a specific keyword » The first listing starts with www.atriskyouthprograms.co m - they are the most optimized for the search terms: “programs for at risk youth” » Users are 80% more likely to click on on SEO link
- 20. Meta Tags Optimizing your “meta tags” is the fastest way to get results. » Meta Title = top line » Meta Description = first paragraph » Meta Keywords = not shown, but it is in your source code » This is how the Googlebot finds your site and decides how to rank you.
- 21. Source Code First, you need to view your source code to do an assessment. » Go to the top menu bar of your browser (Explorer, Safari or Firefox) » Click the View tab, then select View Source » Next, a screen will pop up and you will get a text doc full of html info that has your meta info inside it.
- 22. Source Code Sample Here is an example of what source code looks like. » <meta name="description" content="ElderHelp of San Diego is a non-profit organization comprised of professionals and community volunteers committed to offering quality social services that help seniors live independently in their own homes."> » <title>Elder Help of San Diego - Senior assistance by helping seniors with safe living conditions, home cleaning, transportation and companionship</title> » <meta name="keywords" content="Elderhelp of San Diego,elder,elder care san diego,elder care,senior social services,senior,elderly,senior citizens services,senior citizens care,senior care,senior citizens,senior transportation,senior education programs,elder health advice,elder homeowner,rental assistance,home share,shopping assistance,home delivered meals,home delivered meal,delivered meals,delivered meal,senior citizens classes,senior citizens class,elder information,elder informations,elder referral,elder referrals,elder residential facilities,counseling services,safety services,safety network services,volunteer,volunteers,senior volunteer opportunities,elder volunteer services,senior services">
- 23. Meta Title How do you optimize your “meta title” in your source code? » Evaluate your current SEO Meta Title. » Copy and paste it into Word for a character count. » Your SEO Meta Title should only be 60 characters with spaces, everything else doesn’t show or add value
- 24. Meta Title How do you rewrite your “meta title” for optimization? » BEFORE Elder Help of San Diego - Senior assistance by helping seniors with safe living conditions, home cleaning, transportation and companionship (139 characters) » AFTER Helping Seniors Thrive at Home | ElderHelp of San Diego (55 characters)
- 25. Meta Description How do you optimize your “meta description” in your source code? » Evaluate your current SEO Meta Description. » Copy and paste it into Word for a character count. » Your SEO Meta Description should only be 150 characters with spaces, everything else doesn’t show or add value
- 26. Meta Description How do you rewrite your “meta description” for optimization? » BEFORE ElderHelp of San Diego is a non-profit organization comprised of professionals and community volunteers committed to offering quality social services that help seniors live independently in their own homes. (206 characters) » AFTER We help seniors live longer, happier, healthier lives in their own home. ElderHelp is your resource for quality senior care at free or low cost rates. (150 characters)
- 27. Meta Keywords How do you optimize your “meta keywords” in your source code? » Evaluate your current SEO Meta Keywords. » Copy and paste into Word for evaluation » You can’t see them, but the Googlebot can » Your SEO Meta Keywords should have 1 primary keyword and 3-5 secondary keywords, everything else doesn’t show or add value
- 28. Meta Keywords How do you rewrite your “meta keywords” for optimization? » BEFORE Elderhelp of San Diego,elder,elder care san diego,elder care,senior social services,senior,elderly,senior citizens services,senior citizens care,senior care,senior citizens,senior transportation,senior education programs,elder health advice,elder homeowner,rental assistance,home share,shopping assistance,home delivered meals,home delivered meal,delivered meals,delivered meal,senior citizens classes,senior citizens class,elder information,elder informations,elder referral,elder referrals,elder residential facilities,counseling services,safety services,safety network services,volunteer,volunteers,senior volunteer opportunities,elder volunteer services,senior services (36 keywords) » AFTER Primary: ElderHelp of San Diego Secondary: Elder Help of San Diego, San Diego ElderHelp, San Diego Elder Help (4 keywords = 1 primary + 3 secondary, variations of first word)
- 29. Online Interactive Content Tools that enable you to communicate authentically. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 30. Email vs. Print Newsletters Email Newsletters vs Print Newsletters » Email Newsletters typically have a flat fee on a per month and per usage basis » Deliver the same content, but save the expense of printing and mailing » Incitrio uses BlueHornet.com for its clients. » Strong reporting mechanism that enables you to track: sends, opens and click-thrus.
- 31. Email vs. Print Newsletters Email Newsletters vs Print Newsletters » Make sure your provider is CAN SPAM compliant - meaning they don’t allow their users to send to paid or bought lists. » If they are, then their servers will be “white listed” as opposed to “black listed.” » This will guarantee that your emails go through 100% of the time as opposed to 50% of the time. » The more emails go through, the higher your acquisition and conversion rates will be. » Never, ever share your list with anyone else - it’s poor form and against the law.
- 32. Email Newsletters Personalization is a great way to increase value. AdvertisingAge.com Email Newsletter •Segment Audience •Segment Content •Dynamic Elements •Variable Data Details
- 33. Ebrochures Ebrochures.com offers a free service for making your current print newsletter PDF file into an interactive PDF online. http://mea.org/voice/2009April/4199813C55D9904CB394140C519AFCC6/index.html
- 34. Defining the Member Experience Tools that enable you to demonstrate integrity. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 35. User Experience Design Define your call to action and initiate conversion. GreatSchools.net • Promote special items • Personal welcome • Search functionality • Segment content • Sign up for newsletter
- 36. Event Registration Eventbrite.com offers a free event registration tool. Eventbrite.com • Free, easy to setup and customizable •Promote items via social tools: Email, Facebook, Twitter, Linkedin, MySpace, Digg, deli.ici.us, Reddit
- 37. Total Member Management WildApricot.com offers a low cost member mgmt tool. WildApricot.com • Member Registration •Event Registration •Email Newsletter •Discussion Forum •Online Donations •Member Directories •$50/mo for 500 person membership
- 38. Really Simple Syndication (RSS) Feedburner.com offers a free tool for subscribing to RSS feeds. Feeds are a way for websites large and small to distribute their content well beyond just visitors using browsers. Feeds permit subscription to regular updates, delivered automatically via a web portal, news reader, or in some cases good old email. Feeds also make it possible for site content to be packaged into "widgets," "gadgets," mobile devices, and other bite-sized technologies that make it possible to display blogs, podcasts, and major news/sports/weather/whatever headlines just about anywhere.
- 39. Social Bookmarking AddThis.com offers a free tool to enable social bookmarking on your website.
- 40. Leveraging Content for Efficiency Tools that enable you to communicate clearly. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 41. Media Sharing Flickr.com is a great way to enhance the member experience with photos from recent events. http://www.flickr.com/photos/idahoea/
- 42. Media Sharing YouTube.com is a great way to enhance the member experience with videos on timely topics. http://www.youtube.com/user/mtacommunications
- 43. Affiliate Marketing Amazon.com offers a great affiliate marketing program that gives you a commission for book/product sales you send their way.
- 44. Generating Website Revenue Adding an e-commerce or shopping cart component is a great way to sell branded items and increase association revenue. http://www.isea.org/store/flashdrive.html
- 45. Connecting Members Adding a member directory is vital for creating connections. http://www.isea.org/about/memberspotlight/08-09.html
- 46. Creating a Social Community Tools that enable you to communicate clearly. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 47. Twitter Setup a twitter.com account to engage your members in real-time. » Twitter is a micro blog » You’re limited to 140 characters, so it’s an easy and fun way to engage with your audience
- 48. Twitter Create a branded profile to leverage your brand equity. » Use Twitter to engage different audiences » Talk about issues that are important to you » Discuss upcoming events or showcase articles/blog postings » Create a personal relationship on behalf of your organization
- 49. Twitter You’ll be surprised just how many of your members are already on there!
- 50. Facebook Link your twitter account to your Facebook.com group account for real-time updates. Start a dialogue going with your membership around important issues. http://www.facebook.com/pages/Hawaii-State-Teachers-Association/81397783339?ref=ts
- 51. Ning Ning.com is yet another free online discussion forum for creating, customizing and sharing a social network with your membership. http://greatsouthwest.ning.com/
- 52. Creating the Member 2.0 Experience Tools that enable you to communicate clearly. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING MEMBERS LEVERAGING CONTENT
- 53. SlideShare SlideShare.com is a free tool for sharing presentations online. http://www.slideshare.net/khuntermintz/alabama-science-teachers-association-conference-2008-presentation
- 54. Box.net Box.net is a free tool for sharing files and collaborating online.
- 55. Engrade.com Engrade.com is a free tool for online classroom management.
- 56. Wiziq.com Wiziq.com is a free to low-cost e-learning tool.
- 57. Thank You! Now it’s time to start implementing. Have fun! Angela Hill, President & Creative Director email: angela@incitrio.com tel: 858.202.1822 linkedin: www.linkedin/in/incitrio portfolio: www.incitrio.com twitter: @incitrio Today’s Presentation slideshare: