An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue Gail M. Romero, Executive Producer

Online Marketing is the art and science of leveraging the internet to get your message across so that you can move people to take action.

Social Media is the act of leveraging specifically social media platforms (where people connect and communicate) to promote a product or a service to large numbers of people to create buzz and thus to increase awareness, thought change and support.

 Be thought of as the leader in the global cancer mission ◦ Move cancer up the global health agenda through policy and advocacy  Women and girls and the global cancer burden  Expert on global economics of cancer ◦ Tobacco control – Africa  Global policy and advocacy  Increase financial support to American Cancer Society – Global Health

 - Listservs  Ebooks  Online commentary  Blogs  Social Networking – Facebook, Twitter, LinkedIn, MySpace, international sites!  Video and photo sharing – YouTube, Flickr, Vimeo  Chat rooms and message boards  Wikis  Social Bookmarking – Digg, Delicious

Successful Online Marketing AttractConvertTransform

 Targeted Information ◦ Relevant ◦ Valuable ◦ Compelling  Highlighting Expertise  Creating the Stories  Niche Authority

‣Drive the right people to the website ‣Have the right content on the website ‣Have the right contacts at the website ‣Our people are our strength ‣Our expertise is in our people ‣Our people are our best networkers and PR

 Brand – what is our word or tag line? ◦ In progress ◦ Establishes our framework  Outcome ◦ Tobacco Goals ◦ Advocacy Goals  Differentiating from the competition –

 Stranger turns into a consumer ◦ Consumer of information ◦ Converted  Stranger turns into a collaborator(customer) or supporter ◦ Consumer of information ◦ Likes – converted – engages  Stranger turns into a connector ◦ Interested but not a consistent consumer ◦ Connects you to a stranger with like interests  Studies show people who sample are more likely to buy  Old marketing adage – 7 times!

 Make it easy  Do a good job – your success will attract more success  Share stories ◦ Establish expertise ◦ Attract viewers ◦ Video interviews ◦ Audio interviews ◦ Pictures of those you help – learning, sharing, growing

 We own it!  It’s free!  It can become content rich environment that positions and… ◦ Brands the organization ◦ Introduces the mission and vision, ◦ Highlights the goals, ◦ Introduces the partners, ◦ Presents the successes and stories, ◦ Emphasizes the team, ◦ Shares the travels, and the possibilities

 It’s expected  It’s efficient  It converts ◦ First we A TTRACT with social media ◦ Drive to the website to C ONVERT ◦ T RANSFORM them into supporters, advocates, collaborators, connectors, and believers

MethodAttract?Convert?Transform? Social media marketingYesYes consumer NOT customer Yes Website/blog/podcastYesYes consumer AND customer Yes marketingNoYes consumer AND customer Yes Giveaway on site to build list YesYes consumerNo Search engine optimizationYesYes consumer AND customer No VideoYesYes consumer AND Customer Yes

 Design – we have it!  Structure – is it easy to find us?  Content – do we have our people, our mission, our vision, our goals, our programs and our stories?  Optimization – we have it!  Maintenance – think of a retail store…do we have new product to share, new ideas for the season, new colors and trends?

 Target our market – write the description of who we want to transform  Target our search phrases  Write and edit page content ◦ Repetition is key for SEO ◦ Alt tags count (buttons, logos, diagrams, charts) ◦ Tag the website – Title. Content, Description, Keywords

Traditional MarketingOnline Marketing/Social Media Marketing Dominate the marketCreate a community within the market Shout out loudListen, and then whisper Me, me, meUs, us, us Push the product or servicePull in people with your message/story AdvertisingWord of mouth ControlAllow Pursue “leads”Nurture relationships

 49% of recently polled web users engaged through recommendations they received through a social media site – including donors, and thought changers.  Social media sites are where people are.  People interested in your mission and vision are looking for a place to find information – be the provider and the expert!  Trust in advertising continue to erode and trust in nonprofits is not immune – others can be the best WOM you can find!  People are already talking about you – join the conversation!