How nonprofit organizations can effectively use search engines (SEO/PPC), Facebook and other social networks to attract more volunteers, donors and publicity for their causes.
3. www.forwardjump.com
Phone: (617) 500-3450
Who Am I?
CEO, ForwardJump.com
Web Content Veteran
SEO, PPC, Social Networking
AdWords Certified/Web Analytics Focused
Journalism Background
7. www.forwardjump.com
Phone: (617) 500-3450
What You Can Do Online
Get people
engaged in your
organization
Market & brand
your
organization
Raise money
Share successes
(brag!)
Illustrate the
problem
Listen better
Free research
8. www.forwardjump.com
Phone: (617) 500-3450
How People Find You Online
• Half of all Web visits start at a search engine
(65% of that at Google)
Search engines
• 10% of all online time spent on Facebook
Social networks
• Still the #1 activity people do online
Email
13. www.forwardjump.com
Phone: (617) 500-3450
PPC: Pay Per Click Overview
Charged ONLY
when people
click on ads
Quick fix to
increase online
presence
“Quality Score”
determines
price, position
Measurable,
accountable
15. www.forwardjump.com
Phone: (617) 500-3450
Web Analytics Benefits
• Most popular pages
How people use your site: What works & doesn’t
• Search engines
• Keywords
• Referring sites
See how users find out about site
• Intelligence about how prospects view your org
Find out which organizations users are from
18. www.forwardjump.com
Phone: (617) 500-3450
Facebook Analytics
Metrics change often. As of today:
Likes: People who “Like” your page
• Organic
• Paid
• Viral
Reach: Age, Demographics, Geography
Talking About This: People who created a story from your post
Check-Ins: Location-based physical status update
19. www.forwardjump.com
Phone: (617) 500-3450
Facebook Analytics: Likes
• Don’t get obsessed with
Likes
• They matter less (easy to
Like something; harder to
show up in Feed)
• Focus on demographics,
location
21. www.forwardjump.com
Phone: (617) 500-3450
Facebook Latest
• Likes evolving into brand-specific verbs
• Read, Eat, Play
• What’s yours?
What’s Next:
• Becomes mandatory at end of March
• How can you take advantage of this?
Timeline for Businesses
25. www.forwardjump.com
Phone: (617) 500-3450
Engagement Funnel
Not leaving
Returning a lot
•Viewing more pages, longer
•Registering
Following/friending
•Commenting on content
•Sharing on social networks
•Subscribing to a feed
Posting content
•Joining/Volunteering/Donating
30. www.forwardjump.com
Phone: (617) 500-3450
Why Facebook Matters
10% of all online
time spent on
Facebook
2% of all online
time spent on
News Feed
Prime way to
talk to your
ardent fans
31. www.forwardjump.com
Phone: (617) 500-3450
What’s Happening With Facebook
• Timeline for Businesses
(and org’s too!)
• Change in how brands
interact with “fans”
• Likes evolving into brand-specific
verbs
• Read, Eat, Play
• Advertising Improving
34. www.forwardjump.com
Phone: (617) 500-3450
What to do with Twitter
Good for SEO
Outbound: Spread
news quickly
among fans, peers,
influencers, donors
Inbound: Customer
service center, be
receptive to ideas,
criticism, accolades
Turn your network
into an echo
chamber
35. www.forwardjump.com
Phone: (617) 500-3450
Other Social Networks
If you have time, bandwidth look for niche
social networks (victims’ forums, etc)
Focus on what works best
Don’t get sucked into joining every new flavor
Google+: Jury is still out
Important for SEO, not as important for being
“social”
38. www.forwardjump.com
Phone: (617) 500-3450
How to Manage it All
SocialBro.com:
Understand
your Tweeps
See best times
to post
Integrate with
Buffer
Talk to people
when they want
to listen to you
39. www.forwardjump.com
Phone: (617) 500-3450
How to Manage it All
Edgerank
Checker: Data
on your Fans
See best times
to post
Integrate with
Buffer
Talk to people
when they want
to listen to you
41. www.forwardjump.com
Phone: (617) 500-3450
Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11
Email Is Still #1 Online Activity
Despite new trends,
email & search
consistently most-
used channels
92% of online
Americans use
email
61% use it on an
average day
Youngest, college
educated &
wealthiest use
email most
42. www.forwardjump.com
Phone: (617) 500-3450
What You Need to Know About Email
The biggest
threat to your
message: Spam!
97% of ALL
email is spam
Don’t get sent
to the Spam
Folder
Know, follow
CAN-SPAM Act
Other threat:
Email
OVERLOAD
43. www.forwardjump.com
Phone: (617) 500-3450
Use Email Effectively
Subject lines: Beware
default character limits
for GMail, Outlook
Images: Most programs
filter them out; Don’t
put important messages
solely in graphics
Include good calls to
action: Get folks to DO
something
Measure: Not just open
rates. What do people
do after they click?
45. www.forwardjump.com
Phone: (617) 500-3450
Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11
Smartphones
One-third of all
American adults (35%)
own smartphones
58% of 25-34 year olds
own a smartphone
25% of all smartphone
owners do most of
their online browsing
on their mobile phones
46. www.forwardjump.com
Phone: (617) 500-3450
Leverage Mobile
Make sure your
site looks good on
various phones
Engage fans on
phones through
Foursquare, SMS,
Maps
Let people donate
through texting
Consider games,
contests to get
people to respond
mobily
47. www.forwardjump.com
Phone: (617) 500-3450
Nonprofit Services
• Google, many others offer discounts, credits for 501c3s
• Google Grants: AdWords credits
• Network For Good: Online fundraising service
• Firstgiving.com: Make it easier for people to donate to you
• Good2Gether: Service to promote nonprofits contextually on media
Websites
• Constant Contact: 20% discount on email marketing
• Look to Twitter for expert advice (@kantor)
48. www.forwardjump.com
Phone: (617) 500-3450
Wrapping Up
Use online tools
for recruitment,
promotion,
donations
Enlist and
engage your
most-ardent
supporters
Test, test, test
Dizzying number
of options: Focus
on what works
best