Nine Step Online Marketing

Marketing In The 21st Century

Curtis Brown

Brandinthebox.com

Making A MATE

• Message – The Emotive Connection

• Activate – Creation of Stir

• Tactics – The Tools of Mission and Strategy

• Experience/Evaluate – Metrics for Us and Who Tactics Are Directed

Online Nonprofit Tools

• Email• Video on Demand• Voice Over• Flash• eSurveys• eNews Releases• SEM & SEO• Online PowerPoint

• Chat & Discussion• Event Registration• Community Calendars• Petitions• Data Bases• Affiliate Marketing• RSS & SMS• Blog

Unicef

The Nine Steps

1. Message/Context2. Website & Email Extension3. Online Marketing4. RSS5. Audio & Video Creation6. Podcasting7. Blogging8. Activate9. Fundraising

The Power of Message

Message

Why is Message So Important?

It connects us

Keeps us focused

It separates and differentiates

Brings Brand home

Other focus

What Do Effective Messages Need?

Emotion

Connection to life

Myth or Folklore

Visual

Shock

Simple

Short

Repetitive

Don’t Forget Who Is In Control

60 million on do-not-call registry

54 million homes with spam blockers

20% of homes have advertising blockers

PVR households skip 83% of commercials

Direct mail to the garbage for 45 and under

12 million homes have VOD capability

Concentric Circle Marketing

Old Way• Direct Marketing

• Addition

• Talk At

• Many

• Centralization

• Delay in Process and Metrics

• Fundraising

• Mass Marketing

• Donor

New Way• Concentric Circle

• Multiplication

• Conversation

• Mobilized Few

• Decentralization – Issue of Own

• Real-time Action and Metrics

• Marketing

• Targeted Marketing

• Evangelist

Key Words and Phrases

Connect to emotions

Catch their attention

Send Signals

Connect us to others

Exclude others

Key Words Must:

Be Clear

Invoke feelings and emotions

Use other words to leverage impact

Don’t use catch phrases that everyone else is using

Simple

Can be a teaser

Estate Tax vs Death Tax or Global Warming vs Climate Change or Email-tax vs Delivery Fee

Data Mining

• Nearly any information on any individual is now available on the net – the good and the bad

• Create your own data creation system

• Where to find list of people who give to certain causes, have certain behaviors and

• Specific vendors and site to get info

Step 2 Website & Ext

• A place to invite someone to become part of something

• Give multiple ways to get information and get involved – flash, video, written, audio, discussion

• KISS to gain MATE• Stats – Webtrends• Mashup• Extend your site

Unicef

Why We Love EmailEmail has higher CTA metrics

Your email campaigns have a 7-25% response rate

compared to .2-8% for direct mail

Email has a higher ROI

Email reduces expenses by eliminating the cost of printing and postage

Email is Instant

Most of those who respond will respond in 48 hours of email

What is Email?Tactics For Conversation

• Not Spam• Email is a discussion

starter• Positioning yourself• Partnership – talk

with not to• Starter not closer• Viral

• Relevant and Segmented

• Personal• Automated• Fulfillment• Metrics• Not stand alone tool

Creating Effective Email Conversation

Email Design

1. KISS – Keep it short stupid (1-3 items)

2. Tight layout and make it easy to scan

3. Use HTML when possible

4. Keep it consistent – no surprises

5. Offer the option of a surprise

6. Make it personal

7. Segment content

Email Capture Plan

1. Email capture boxes in emails

2. Capture boxes on all web pages

3. Email follow-up on every contact

- Meetings

- Phone calls

- Letters (Treehouse case)

Make Email A Conversation

1. Ask a Question

2. Have a CTA

3. Make It Personal

4. KISS

5. Segment

6. Have a place to carry on a conversationin groups

Email Delivery

1. 65% to 85% Rate

2. Tone down subject line

3. Avoid spam words

4. Use email evaluators

5. Get on white lists

6. Day of week and best times

7. Have your delivery rates evaluated

Email Delivery Contacts

• Road Runner• United Online (NetZero, Juno)• Yahoo!• MSN/Hotmail• Outblaze• Goodmail

Delivery Platforms

1. List-serve

2. Low-end

3. Middle-end

4. High-end

Email Metrics

1. Open rates

2. Bounce rates

3. Click through rates

4. Segment

5. Testing

6. Focus groups

Welcome Messages

1. Your first impression

2. Personalize

3. Ask a question

4. Personal

5. Use simple HTML

6. Start the Brand In The Box process

Email EtiquettePermission email only

Don’t send too little or too much

Be relevant, personal and segment

Take care of un-subscribing ASAP

Include all contact info in your email footer

NEVER purchase email address lists or harvest email addresses

Create privacy policy

Website Essentials1.First Date2.Interactivity with polls, surveys and

talking people3.Email Capture – get the email (phone

number”4.Online Donation 5. Easy to use CMS6. Great Images and Video7. Awesome story telling content – Boring

no go8. Know your visitors and have

storyboard for each

Communicating Your Content

1. Think like Resume or Outline2. Use lists and Brief Descriptions and

links to more info3. Get people involved4. Write to individual persona(s)5. Strong images to leverage content6. Use video when possible – Make it

real

Simple Rules

• Make it easy to find information like “how to make a difference” and clear CTA’s

• Make contact info easy to find

• Email capture box an every page and no pop-ups

• Privacy policy

• Use off the shelf tools – don’t build

Step #3 Online Advertsing

• Search Engine Optimization

• Cross Marketing

• Search Engine Marketing

• Ad Placements – sites and blogs

• Social Tagging

• Social Networks

Internet Marketing

Contextual Marketing

Behavioral Marketing

Demographic Marketing

Viral Marketing

Contextual Marketing

Demographics

• 18-34• 35-45• 46-64• 65+

• 18-24 (50)• 25-34 (44)• 35-54 (43)

Primary source of info from the Internet

Viral Marketing

Email capture plan

Use viral tools

Disseminate information

Valuable and Relevant

Make appealing

Recruit Marketing Evangelists

Stay focused

Develop Marketing Evangelists

Make them co-conspirators and part of movement

Bring in new blood

Viral Cases

• Men In Black - black suits• Desperate Housewives – Laundry “Everybody

has a little dirty laundry”• Coffee Sleeves – WB show supernatural• Find Evangelists – 29 people to mkt event• CVM Animation• Cancer Education in AA Community (TP)• March on LA – 500,000

Search Optimization

• Rank or position Google (48) Yahoo (22) MSN (11)

• Meta keywords, meta description tags

• Submission to engines

• Links to and exchange – MSN link: url

• Seek help

Search Engine Marketing80% to 90% of SEM Conversion Occurs Offline

• Pay Per Click

• Vendors

• Process – How to do it

• Landing Pages

• Metrics

Ad Serving

• Demographic

• Behavioral

• Contextual

• Vendors & blogs

• Process – How to do it

Step #4 RSS

• Syndicate to the world • Syndicate to other sites with content• Feed to readers• Feed to searches• RSS Press Release• The End of Grant/vendor/event research• Better donor knowledge base• Other uses

Ways to Create Feed

• Text Document

• Email

• Blog

• RSS Writer

• Dynamic

• Built In Data Base – Plone

RSS Tools

• Reader Options – Tristana, BITB, Bloglines, Myyahoo, Firefox

• Feedburner.com

• Pingomatic.com

• RSS Mix

• Pubsub.com

• Feed to Java: http://jade.mcli.dist.maricopa.edu/feed/

Feedburner.com

Step #5 Audio and Video

• 14.9 Million and 700,000 NCAA• Create video: DV Camera, Mich, lighting• Create Audio: Microphone, recorder

Wavepad and Itunes (MP3)• Upload: Your site, Google, Youtube,

Metacafe• Don’t forget about TV Spotrunner.com /

public access, CSPAN, City & State

Online Video

• In 2004 14.2 billion video requests which is up 81% from previous year

• “Out of the home video”

• Era of visual engagement

• Flash video

• 5 steps to creating your own video content library

Step #6 PodCasting

Podcasting

• Narrowcast messaging to an individual very narrowcast world

• Small but loyal market

• Ease of creation

• Content sharing

Getting Going with RSS & Podcasts

•Email

•Create a Blog

•Text Editor

•RSS Writer

•Database Driven

More more info checkout the RSS Toolkit at: http://www.missionmovers.org/rsstoolkit.pdf

Create an RSS Feed from Yahoo Groups

Set up group at groups.yahoo.com

Post link on your website

ITS THAT EASY!!!!

Create a Blog

A blog is an RSS Feed

Blogger

http://yourblog.blogspot.com/atom.xml

TypePad

http://yourblog.typepad.com/index.rdf

http://yourblog.typepad.com/atom.xml

Text Editor

Text Editor (Podcast)

Database Driven RSS Feed

Can be done easily if you have a database driven site. Automatically

updates your RSS Feed.

Use most any scripting language. We have an example of a php script.http://www.missionmovers.org/example.pdf

RSS Writer

PSACT and Mission Movers hope to soon offer the Tristana Writer

http://www.tristana.org/demo1.html

Also popular Feed4All

These allow you to easily publish your feed and check for errors.

Step #7 Blogging

• Information Sources

• Democracy of Information

• Meets the needs of a specific target group

• Creates opportunity for community

• Strengthens Brand

• Needs email and RSS to develop

Blog Topics

• Events

• Have org specialists

• Project Following

• Capital Campaign

• Allow people to go on a trip with you

• Please don’t make them mundane

Step #8 Activate

• CTA’s

• Cybersquad

• SMS

• Surveys

• Social Networks

• Tagging

• Meet-ups

CTA’s

Polls

Surveys

Purchase/Donate

Petition

Read/View This..

Pass On…

Questions For Effective CTA’s

Does it connect with recipient?

Is the CTA the start of finish?

Does the person get a benefit from the CTA?

Is there time to complete CTA?

Is there a sense of immediacy?

Will the CTA make a difference in their eye’s?

Cyber Squad

• Coordinated and aggressive PR plan that is executed by volunteers and uses the free mediums on the net to spread the word about your message and organization

• Volunteers

• Tools

• Examples

SMS

• Short Messaging Service

• Program uses

• Marketing Uses

• Demographics:– 63% of 18-27 yr old use SMS – numbers are

even higher in Europe and Asia – only 9% for 60+

Go to em

Step #9 The Gift

• Donation Engines

• ASP Data Bases

Contact Info

• Thank You

• Curtis Brown

• Curtis@brandinthebox.com

• 206-760-1774

• Please contact me with any question