Top Trends to Transform Your Digital Marketing

1. Top Trends to Transform Your Digital Marketing Presented by Dori Ludwig & Phil Morabito November 2017 March 24, 2016

2. Digital Marketing for Nonprofits • Digital for Non Profits • Web Presence • Social Media Strategy AGENDA

3. Digital for Non Profits

4. The Non Profit Conundrum As nonprofit leaders, you are charged with the not-so-simple business of changing the world, while being constrained by tight budgets, limited resources and a finite number of hours in the day to complete a seemingly infinite number of tasks. That’s why digital marketing is so important! Digital marketing can be very cost effective and efficient, if done in an organized and strategic manner. And by 2018, social media will be one of the most important channels for nonprofits, according to a study conducted by Forrester.

5. Define Digital Strategy • Who am I trying to reach? • Where do they consume media? • On what devices do they consume media? • What sets my brand apart? • What are my resources and budget? • What are my goals?

6. Digital Pillars for Non Profits

7. Web Presence

8. Roadmap 01 Web Establish the Destination Tell a Great Story Amplify and Drive More Engagement Solidify the Presence 02 SEO 03 Content 04 Social

9. Website Strategy • Clearly answer the following questions: • What’s your purpose? • Who’s your audience? • How do they utilize websites? • What are your goals? • What does success look like? • How will you amplify or connect and drive traffic?

10. Clearly Defined Navigation

11. Clarify Site Map

12. Visual Storytelling • Visual elements matter! • Colors, type and tone are specific to every business. • Color is not used alone to convey meaning—enhance, not distract • Graphics are optimized and do not significantly slow download • Use alt text to tag images

13. Traffic Drivers Targeted Campaigns Keyword Identification Focused Site Content Video / Rich Content E-Commerce Social Media

14. Monitoring & Analytics

15. Social Media Strategy

16. How to Use Social Media • Lack of social media staffing and support can be one of the biggest challenges for nonprofits. • With this being the case, it becomes all the more important to share to social media as efficiently as possible, conserving your time and resources. • The three part nonprofit structure should be incorporated into your social media strategy: • Appreciation: member-based • Advocacy: humanitarian-focused • Appeals: donation-backed Source: Buffer

17. Where Nonprofits are Engaging According to a HubSpot, the top social networks used by small-to-medium nonprofits are… • Facebook (98%) • Twitter (~70%) • LinkedIn (~55%) • YouTube (~45%) • Pinterest (~25%) • Instagram (~15%) • Google+ (~15%) • Flickr (~10%) • Tumblr (~5%) • SlideShare (<5%) Source: HubSpot

18. Set Measurable Social Media Goals Common strategic social media goals and objectives include… • Build Brand Awareness:Get the public to know your name, with a positive perception of your business. • Gain New Customers: Drive traffic to your company social media page or website. • Strengthen Customer Service:Engage with potential customers by answering questions, or help existing customers with your products or services. • Increase Engagement:Interact with your fans/followers by giving them reasons to mention your brand and refer others to do business with you.

19. Choose the Right Social Media Networks • It’s no lie: social media activity can be time-consuming. Trying to manage all social networks will exhaust your resources and detract from your most successful channels. • Use your target customer and their online behaviors to determine which networks will work best for your products and services. • Narrowing down the target for your business’s specific social media strategy will give you more time to create the rightcontent for the right followers.

20. Brand Your Social Media Profile Pages • The perception of your company’s identity should be uniform across all channels. You’re not only building a stronger brand, but also creating awareness and loyalty. • Make it easy for consumers to recognize your business by maintaining consistency across the following areas: • Company Description • Logo & Tagline • Tone & Voice

21. Brand Your Social Media Profile Pages Company Description Use a clear, easy-to-digest description that is consistent across all your pages. Get to the point in the fewest amount of words; your customers should immediately grasp what it is  that your business can do for them. Add your website in this description if you have room. Logo & Tagline Always use the same logotype for your brand. This is a huge visual which will stick with your audience. If you have a memorable tagline, maintain the same one everywhere (and try to use it in conjunction with your logo). Each social network has size specifications for cover images and profile photos. Tone & Voice What is the personality of your brand, and what kinds of words do you use to communicate? Connect with your customers in an authentic way, and in the same way across all social media.

22. Facebook Facebook image sizes

23. Twitter Twitter image sizes

24. LinkedIn LinkedIn image sizes

25. Content: Quality over Quantity More is not always better! Just like on your website and blog, you’ll want to generate quality social media contentthat is valuable to your customers. A good social media content mix includes equal parts of the following types: • Promotional • Thought Leadership • Engagement with Followers Be sure that your social pagesstay up-to-date with relevant and timely posts. Create an editorial calendar to help organize and schedule your social media strategy over the course of 1-3 months. Revisit it at the end of that time period, and update the calendar to reflect content types which gained the most engagement.

26. Share Rich Content Alwaysinclude an image or video with your social media posts. Posts with a well-designed piece of creative or an engaging photo are much more likely to grab the attention of your followers. Not all organizations have the in-house support to create beautiful graphics or take professional photos. Luckily, there are online resources like Shutterstock and Visual.ly that offer a plethora of stock images and custom-made infographics. Your social media posts should leave your followers wanting more, while encouraging them to follow a call to action. So, include a linkto more information whenever possible.

27. Be Engaging, Authentic & Conversational Engagementis a two-way street. You want your supporters and brand ambassadors to know that you’re just as invested in them as they are in you. • On Twitter, follow your engaged followers and respond to their mentions. • On Facebook, like and share posts of followers who frequently like and share your posts. • On Instagram, respond to comments and @ tag friends on photos that are relevant to them. The key takeaway here is to treat social media as a way to interactwith your community.

28. Monitor Social Media Analytics Taking a look at your social media analytics on a weekly basis will give you the data needed to support your goals & objectives. There are a few ways to do this: through a dashboard like Hootsuite or Buffer, with Google Analytics, or by using the native tool that each specific social network may offer. Free tools are available on most platforms, but you can also pay for more comprehensive measurement tools like NUVI, Sprout, Hubspot, etc.

29. Investigate Competitors Examine how competitors manage their brand on social media channels and observe which content generates interaction and engagement. Key items to monitor on competitors’ social media channels are: • Branding • Popularity • Frequency of Posts • Engagement • Types of Content

30. Amplify with Paid Content Grassroots campaigns can grow quickly and organically on social. Your content could “go viral” overnight – although it’s not likely, so amplify your posts with paid opportunities. Sponsoring posts can go a long way, thanks to the robust targeting that the social platforms offer.

31. Be Patient and Consistent It can take time to build a loyal following, bygaining trust and nurturing the relationship. While social media posting may be fleeting among the massive amounts of content generated every minute, it pays to implement a strategy and target the right consumers. By following these best practices with consistency and patience, you’ll be on your way to social media success!

32. Recommended Frequency & Timing • Facebook: post 3-7 times per week • Twitter: tweet and retweet relevant content as often as possible, Mondays through Thursdays between 1 p.m. and 3 p.m. • LinkedIn: post 1-2 times per week, Monday through Thursday • Google+: post images here so they can be found by Google Images; every other day • Instagram and Pinterest: post daily

33. 15 Simple, Cost-Effective Social Tactics • Highlight a donor of the week or month • Interact with relevant pages and profiles • Tweet to pages with specific asks • Create behind-the-scenes content • Share a user generated content • Encourage peer-to-peer asks • Ask questions in your posts • Enlist a group of supporters to engage with your content • Engage with influencers in your area • Discover the connections of your team • Appoint a social media person on your board • Schedule routine drive-bys of your social media accounts • Participate in Twitter Chats • Respond to everyone • Request nonprofit discounts for your favorite tools

34. Questions

35. For more information, please contact: Dori Ludwig, Director of MarketingTel (713) 627-2223dludwig@piercom.com Phil Morabito, CEOTel (713) 627-2223 pmorabito@piercom.com