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Internet Marketing on a Shoestring Budget

Internet Marketing on a Shoestring Budget. Presenters Allyson Kapin Donna Wilkins Rad Campaign Charity Dynamics Moderator Dina Lewis, CAE Distilled Logic. Today’s Agenda. Five Ideas to Help in Your Next Campaign Attracting & Retaining Site Visitors

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Internet Marketing on a Shoestring Budget

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  1. Internet Marketing on a Shoestring Budget Presenters Allyson Kapin Donna Wilkins Rad Campaign Charity Dynamics Moderator Dina Lewis, CAE Distilled Logic

  2. Today’s Agenda • Five Ideas to Help in Your Next Campaign • Attracting & Retaining Site Visitors • Successful Campaigns on a Shoestring

  3. Six! Five Ideas to Help Your Next Campaign • Submit to article marketing sites • Create memorable URLs • Build your online media list • Integrate offline promotions • Use viral marketing • Take advantage of social networking

  4. Top Five Article Marketing Sites Google RankAlexa Rank EzineArticles.com 6 499 GoArticles.com 4 3,592 ArticleDashboard.com 6 5,255 SearchWarp.com 5 6,032 ArticlesBase.com 4 8,735

  5. What Is A Good URL Name? To help make web campaigns go viral URL names should be: • Short • Catchy • Memorable Example: Campaign for Tobacco-Free Kids launched a web campaign about the need for cigarette ingredient disclosure. This is a priority issue for the organization but wonky from a public perception. What is a good URL name for this web campaign? • FDAShouldRegulateTobacco.org (Way too wonky) • CigaretteIngredientDisclosureNow.org (Yawn - long and boring) • WhatAreYouSmoking.org (Catchy and cool. Now we are talking! We can market this URL)

  6. Integrate Offline and Online Marketing • Don’t forget to include your website’s URL in offline communications: • Press Releases • Direct Mail • Telemarketing • Print Advertising • Radio Advertising

  7. Build YOUR Online Media List • Build an online media/blog list comprised of media outlets that relates to your field (i.e. Public Health, Environment, Politics). • Quick tip to start compiling a blog list: Go to Technorati at www.Technorati.com and use the search function to get a list of blogs that covers your issue. I searched Liberal Blogs and Technorati produced the listings on the right. • Track online media and blog hits for free by setting up a Google email alert.

  8. Use Viral Marketing • Take Action • Tell A Friend

  9. Take Advantage of Social Networking • Start a MySpace (www.myspace.com) profile for your web campaign. • Create a Facebook (www.facebook.com) page. Tie it into an event if possible so it gets tagged on attendees Facebook personal pages. • Digg It (www.digg.com). Submit a compelling story from your website to Digg. The more people who vote and “digg it” the higher your story ranks and people will read about your campaign. • Build a profile on Twitter (www.Twitter.com). Twitter allows you to instant message, text message, or post “What you are doing” to your personal network. Your message also gets posted on their website where all web visitors to Twitter.com can access it. • Examples of political campaigns or non-profits using Twitter are: • John Edwards for President • National Public Radio

  10. YouTube

  11. YouTube • 2.4 Billion videos viewed each month • Strong viral marketing opportunity • Allows anyone to become famous!

  12. Social Networking Friends Of Red Mountain Park on MySpace www.myspace.com/redmountainpark

  13. Bring People to Your Site • Registering your URL • Register for .com or misspellings of URL • Other URL names? • Search Engines • Search by key phrases associated with your organization • Invest in search engine optimization / marketing; can be done with a small easily controlled budget • Banner Ads • Ads on other sites that promote offerings on your website • Partner List Marketing • Partner with other organizations / companies that communicate with an audience with an interest in your mission.

  14. Why Use Search Engine Marketing • Biggest challenge for most organizations is bringing new people to the site • You provide a valuable service to the community you serve. Make it easy for them to find you. • Likely some of your competition is using it • For most organizations the trick is figuring out how you can spend as much as you’d like to bring the right people to your site.

  15. Banner Ads

  16. Keep People on Your Site Maintain fresh content • Make your website the go-to place for the latest and most up to date information • Review outgoing newsletter, invitations, etc. to ensure your website includes the same information • Make invitations / announcements available online first • Rotate placement of features on the homepage to keep a fresh look with minimal effort

  17. Keep People on Your Site • Gain permission to market in the futureby providing multiple opportunities to give email address and permission for future communication • Sign Up for Our Newsletter • Be the first to learn about new classes • Join Our Action Network • Volunteer Opportunities

  18. Keep People on Your Site: First Impressions

  19. Keep Them Coming Back: Engage Use your website to open up a two way dialogue Your Website Are You Reaching Your Target Audience ? Your Organization Your Constituents Available Programs Are You Providing Useful Information ? Requests for Help Success Stories How Could You Provide More Valuable Services ?

  20. Keep Them Coming Back: Quick Poll • Presidential Prayer Team • Weekly quick poll • Varies between general opinion and questions to identify profile of participant • Sharing the answer to add to interaction and develop sense of community • Understand future effective messaging

  21. Keep Them Coming Back: Feedback

  22. Keep Them Coming Back: Blog • Chesapeake Bay Foundation • www.cbf.org • Blogs • Watershed issues • Clagget Farm • Educatiton • Grassroots Advocacy • John Smith Water Trail

  23. Center for a New American Dream Their Mission • The Center for a New American Dream helps Americans consume responsibly to protect the environment, enhance quality of life, and promote social justice. The Challenge • To build up New Dream’s online list and recruit 10,000 new online activists in three months. Budget: $2000.

  24. Center for a New American Dream The Solution • Asked an eco-friendly travel agency to sponsor an eco-friendly all expense paid vacation to Costa Rica. • Campaign was marketed as an “Eco-Travel Sweepstakes” to New Dream’s members both online and offline through the following channels: • Email blasts to New Dream’s current online list. • Built in a viral component. The more a contestant used a TAF tool to recruit their friends the more chances they had to win. • Google and Yahoo keyword advertising. • Compiled extensive list of “Green” online media and blogs for pitching. • Promoted contest in print edition of New Dream’s newsletter. • All marketing directed people to New Dream’s site to sign up for the vacation to Costa Rica. The Results • 10,000 new online members. • Members remain active on the list today. • Generated online coverage in over 50 media and blog outlets.

  25. Eastern Market Rescue Rapid Response to Local Tragedy Their Mission • To raise money to help rebuild Eastern Market after the fire destroyed most of the building that employed hundreds of people and served thousands of DC residents and tourists. The Challenge • How do a handful of concerned citizens use the internet to organize a fundraiser within one week of the fire?

  26. Eastern Market Rescue The Solution • Organized a local bar crawl and asked participating bars to donate 5% to 10% of the proceeds. • Reached out to friends, family and online community networks to serve as hosts. • Setup one page website with mission statement and list of participating bars. • Incorporated Google Map into website. • Setup Facebook event page and Twitter account. • Promoted web campaign through local neighborhood listservs and partner groups. • Pitched offline and online local media and blogs. • Secured online advertising sponsorships. The Results In less then one week Eastern Market Rescue: • Raised over $10K through online and offline donations. • Generated over 10K web visitors. • Recruited over 1500 people on Facebook. • Secured donated online and print advertising including Washington City Paper and Roll Call. • Generated media coverage online and offline including Washingtonpost.com, Dcist.com, Washingtonian.com, as well as local news stations and NPR.

  27. National Breast Cancer Coalition Their Mission • Toeradicate breast cancer, the most common form of cancer among women in the United States, by focusing the administration, Congress, research institutions and consumer advocates on breast cancer. The Challenge • Breast cancer campaigns have been taken over by their corporate partners using pretty pink ribbons. • How do you reframe the organizations proposed message, “We are pissed not pink” to not appear too antagonistic but show the pink campaign as too corporate and ineffective to pass meaningful legislation?

  28. National Breast Cancer Coalition The Solution • Developed a compelling microsite campaign that focused on two core messages: 1. Pink is Pretty, Breast Cancer is Not 2. What Causes Breast Cancer? Why Don’t We Know? • Built up NBCC’s online grassroots activist list through meaningful actions. (i.e. Petition Senators to pass critical Breast Cancer bill). • Pitched new campaign to women focused, public health and cancer related online media, blogs and listservs. • Targeted blog Advertising The Results • Tripled NBCC’s online activist list. • Changed the minds of more then a dozen U.S. Senators who were on the fence to support the bill. • Generated online media attention in District newspapers and blogs. • Prompted engaging discussions on cancer related listservs. • Branded the organization as a fighter against breast cancer.

  29. What Are You Smoking? Their Mission • To changing public attitudes and public policies on tobacco, and to prevent kids from smoking, help smokers quit and protect everyone from secondhand smoke. The Challenge • How will the organization motivate their current online activists and recruit new supporters around a wonky political issue (FDA regulation of tobacco products)?

  30. What Are You Smoking? The Solution • Built microsite campaign around the concept of do you know what you are smoking. • Designed the site to be hip and edgy to help make it go viral. • Developed flash interactive games to push the viral impact. • Promoted the website to niche online media, blogs, and social networks including MySpace and Facebook. The Results • Re-energized TFK’s online list. • Generated 20,000 web visits in less then a month. • Recruited approximately 3000 new activists. • Over 70% were recruited through the flash game. • Generated online media and blog stories.

  31. Thank You! Allyson Kapin Rad Campaign 240/475-3362 allyson@radcampaign.com www.RadCampaign.com Donna Wilkins Charity Dynamics 512/658-5494 donna@charitydynamics.com www.charitydynamics.com Dina Lewis, CAE Distilled Logic, LLC 202/320-3060 dina@distilledlogic.net www.distilledlogic.net

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