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Online Marketing & Social Media for Voluntary
Organisations
Mike HughesMicrosoft Ireland [email protected]
Agenda• Principles • Understanding your audience• Reaching your audience • Social Media Channels • Communications Platform • Measuring Effectiveness
5 Principles
1. Deeply understand your audience 2. Set Communications Goals3. Don’t be afraid to try stuff…4. Measure everything 5. Make changes
CreatingAwareness
Advertising
PR
Online Presence
Search Engine
Online marketing
Direct
Referral
Search Engine
Your online presence
Engaging Visitors to Your Website
• Where is the value proposition (have I come to the right site? – why should I buy from you?)
• Where are the calls to action?• How easy is It to buy your
product/service/message?• Can you stand behind what you claim –
testimonials, accreditations, 3rd Party validation
• Before you leave – give me your email address • How many ways can I interact with the site?
Awareness Interest Action Advocacy
Where does Social Media Fit?
Social Media Channels
• “Change you can believe in”• 2m My Space• 6m Facebook• 1.7m Twitter• Obama Mobile• Deadlines to test new ideas• Engage and validate• Move with the market place
Toms Shoes
24
What can I do with facebook?• Create a page for my business • Allow clients to find and “like” my page • Post comments, photos, special offers, videos events • Build a community of like minded individuals • Find out what your customers think of you• Advertise
Getting the most from facebook• What is your story? Who is your target
audience?• Set up a page• Link page to business address not personal • Get a vanity URL • Post regularly but vary what you post
Top Tweeters
What can I do with Twitter?• Broadcast short messages (140 characters)• Can include shortened links (bit.ly)• Build a network of followers • Micro-blog on your chosen topics• Use mobiles to tweet and receive tweets as well as desktop
applications • Follow tweeps who interest you • Use the list function to create groups
Linked In
• Formed May 2003 • 170 Million Members • >50% are US based • Targeted at Business People
What can I do with Linked In
• Build a network of colleagues, friends, partners etc. • Build a google searchable profile for you and the
business • Get recommendations from clients & colleagues • Position yourself as an expert • Recruit for employees/be recruited yourself• Advertise & find sales leads
Get the best from Linked In
• Ask for recommendations/testimonials • Build as big a network as possible• Start answering & posing questions• Create a vanity URL• View my profile buttons • Complete the profile!
eMail Communications
eZine
Blog
facebookYouTube
Story & Value
Review value proposition and tenant segmentation
Assign goals
Map out strategies and tactics
Timeline, resources & engagement
Build the online presence – testing as you go
Employees
Partners
Clients
Producer/Listeners Services
Hootsuite
Ping.fm
Website
Intranet
Drop box
Phone
eMail PC/Laptop
MobilePublic Access
Questions?
