© 2011 Watermelon Mountain Web Marketing1 Using Online Marketing & Social Media to Make a Difference New Mexico CASA March 31, 2011 Albuquerque, NM Jan Zimmerman, Author Web Marketing for Dummies & Social Media Marketing All-in-One for Dummies Watermelon Mountain Web Marketing Sixth St. NW, Albuquerque

© 2011 Watermelon Mountain Web Marketing2 What You’ll Learn Today An overview of social media services An overview of other helpful online marketing tools How to use social media and other online techniques for reaching target audiences How to use social media and other online techniques to enhance internal communications

© 2011 Watermelon Mountain Web Marketing3 Self-Assessment Tool What resources, skills, and assets do you have to use online marketing tools? Please start filling out the Self- Assessment handout

© 2011 Watermelon Mountain Web Marketing4 What Makes A Medium Social Communications tool for listening Starts conversations Encourages people to pass it on Finds ways to travel on its own Invites comments and feedback It’s a monolog - not a dialog - until someone responds!

© 2011 Watermelon Mountain Web Marketing5 Social Shmocial Facebook Twitter Blogs Photo Sharing Sites (Flickr) Video Sharing (YouTube) Other Social Media Sites & Tools –geolocation & meet-up services –online communities –LinkedIn –bookmarks

© 2011 Watermelon Mountain Web Marketing6 Facebook

© 2011 Watermelon Mountain Web Marketing7 Twitter

© 2011 Watermelon Mountain Web Marketing8 Blog 1/03/reel-life-video-series-episode-six.html

© 2011 Watermelon Mountain Web Marketing9 Flickr Photo Sharing ory/sets/ /detail

© 2011 Watermelon Mountain Web Marketing10 YouTube Video Sharing

© 2011 Watermelon Mountain Web Marketing11 Foursquare

© 2011 Watermelon Mountain Web Marketing12 Meet-Up

© 2011 Watermelon Mountain Web Marketing13 Meet-Up (Volunteering)

© 2011 Watermelon Mountain Web Marketing14 Ning Online Communities &xp_search_page=2&xp_search_pos=5

© 2011 Watermelon Mountain Web Marketing15 LinkedIn

© 2011 Watermelon Mountain Web Marketing16 Some Social Bookmark Sites stumbleupon.com delicious.com diigo.com faves.com google.com/bookmarks linkroll.com Bookmarks.yahoo.com

© 2011 Watermelon Mountain Web Marketing17 Oldies But Goodies - with a Twist Web site –Search engine optimization –Social Sharing and Follow Me buttons Message boards & chat rooms newsletters Press releases online + social news services Pay-per-click campaigns Other resources

© 2011 Watermelon Mountain Web Marketing18 Website with Social Media Chiclets

© 2011 Watermelon Mountain Web Marketing19 Web Site with Social Sharing

© 2011 Watermelon Mountain Web Marketing20 Message Boards/Forums

© 2011 Watermelon Mountain Web Marketing21 Newsletters

© 2011 Watermelon Mountain Web Marketing22 Press Release Historic-Opportunity-Tribal-Philanthropy php

© 2011 Watermelon Mountain Web Marketing23 Some Social News Services buzzup.com digg.com dropjack.com fark.com mixx.com newssvine.com reddit.com sphinn.com twingly.com buzz.yahoo.com

© 2011 Watermelon Mountain Web Marketing24 Google PPC Advertising

© 2011 Watermelon Mountain Web Marketing25 Other Resources: Third Party Sites NPO Networking/Volunteer Matching Sites: –jumo.com, idealist.org Petition Sites: change.org Fundraising Sites: –crowdrise.com, givezooks.com, razoo.com Specialty Sites: missionfish.org

© 2011 Watermelon Mountain Web Marketing26 Volunteer Recruitment jumo.com

© 2011 Watermelon Mountain Web Marketing27 Givezooks (Donate & Fundraise) for-the-future

© 2011 Watermelon Mountain Web Marketing28 Change.org (Petition Website )

© 2011 Watermelon Mountain Web Marketing29 Fundraising on eBay MissionFish.org

© 2011 Watermelon Mountain Web Marketing30 Know Thyself! Understand your goals Set measurable objectives Know your audience Get the essentials down first

© 2011 Watermelon Mountain Web Marketing31 Basic Principles Use a tool only if it enables you to reach your target audience You must have a core Web site or blog with your own domain name as landing page for traffic Most social media work better for branding and communications than for donations or sales

© 2011 Watermelon Mountain Web Marketing32 Define Your Target Audience(s) Press Current & Prospective Members Current & Prospective Donors Current & Prospective Volunteers Event Attendees People who benefit from your services Colleagues

© 2011 Watermelon Mountain Web Marketing33 Time for a Break! 10 minute break! Complete Forms 2, 3, 4 Review Results

© 2011 Watermelon Mountain Web Marketing34 Part 2: Becoming Familiar with Social Media Facebook Twitter Blogs Flickr YouTube

© 2011 Watermelon Mountain Web Marketing35 Facebook Essentials So many people use Facebook that many of your target audiences are probably there Fans get info without navigating to your site Privacy is a huge issue with Facebook Plan for 8-16 hours upfront and 2-3 hours/week maintenance Post at least weekly; more is better Need to acquire “fans” with an active campaign and calls to action Optimize for search engines; link to site

© 2011 Watermelon Mountain Web Marketing36 Who Uses Facebook

© 2011 Watermelon Mountain Web Marketing37 How to Use Facebook Post updates, links, photos, videos, petitions Increase feedback and discussion Drive traffic to your Web site Build an list Attract event attendees Get people to take action Encourage donations & volunteers –better when requests come from Fans

© 2011 Watermelon Mountain Web Marketing38 Facebook

© 2011 Watermelon Mountain Web Marketing39 Facebook Event Publicity

© 2011 Watermelon Mountain Web Marketing40 Facebook Groups

© 2011 Watermelon Mountain Web Marketing41 Facebook Donations

© 2011 Watermelon Mountain Web Marketing42 Facebook Causes App

© 2011 Watermelon Mountain Web Marketing43 Twitter Essentials Messages (“tweets”) limited to 140 characters via computer or cell phone Use tools like SnipURL or bit.ly to shorten URLs Post at least daily; more is better Allow 1-2 hours/week Use tools like TweetDeck to schedule tweets in advance & to cross-post to Facebook and/or blog Follow to gain followers Retweets spread the message Optimize for search engines; link to site

© 2011 Watermelon Mountain Web Marketing44 Who Uses Twitter

© 2011 Watermelon Mountain Web Marketing45 How to Use Twitter Connect with like-minded organizations Connect with the media Ask questions, survey users Engage people with frequent updates Real-time or near real-time updates, e.g. news, events, rallies, conferences Coordinate group in real time Remember: –5% of twitter users account for 50% of tweets

© 2011 Watermelon Mountain Web Marketing46 Twitter Hashtags Help Identify an Audience

© 2011 Watermelon Mountain Web Marketing47 Twitter Frequently for Events

© 2011 Watermelon Mountain Web Marketing48 Blog Essentials Can be used as platform for primary Web site Online site for posting updates, often with a personal perspective Posts appear in reverse chronological order Can include text, photos, video Post at least weekly Allow at least 3 hours/week - more is better! Use open-ended queries and request feedback Optimize for search engines; link to site

© 2011 Watermelon Mountain Web Marketing49 How to Use Blogs Publicize your expertise Promote your cause or educate people Tell stories about your day-to-day work (very powerful) Engage people in your decisions or work Promote your Web site and online information Must have good writers, or those willing to share the responsibility

© 2011 Watermelon Mountain Web Marketing50 Flickr Essentials Can use creatively for collaboration and community building Document events and projects Allow others to post their photos and encourage comments; must be sure you have permission Get permission from anyone whose face appears in a picture; parental permission for children; privacy is an issue! Use CreativeCommons.org to set copyright level for your pictures Optimize for search engines; link to site

© 2011 Watermelon Mountain Web Marketing51 Who Uses Flickr

© 2011 Watermelon Mountain Web Marketing52 How to Use Flickr Obtain and display photos from a dispersed members of a group Auto-post to Flickr from Facebook and blogs Participate in Flickr photo groups & discussions to find partners and supporters Find people posting pictures of your organization or events Run a photo contest Good photography makes a difference; time variable. Allow up to 1 hr/week for Flickr

© 2011 Watermelon Mountain Web Marketing53 Flickr Groups quality

© 2011 Watermelon Mountain Web Marketing54 Flickr Event Documentation h/sets/

© 2011 Watermelon Mountain Web Marketing55 YouTube Essentials Often used as a passive video storage site Keep them short, funny, try to “go viral” Production quality is an issue Create your own channel; get listed as NPO Re-use PSAs, clips of films made for a fundraiser Allow about 1 hour/week for uploads; production may be time-consuming Optimize for search engines; link to site; watermark videos with your domain name

© 2011 Watermelon Mountain Web Marketing56 Who Uses YouTube

© 2011 Watermelon Mountain Web Marketing57 How to Use YouTube Encourage conversation around videos Spread the word and encourage sharing of links Use calls to action to “vote” videos up based on views Ask supporters to contribute videos Run a video contest Cross-link to videos on all Web presence Add a Donate button

© 2011 Watermelon Mountain Web Marketing58 YouTube for Non-Profits youtube.com/nonprofits

© 2011 Watermelon Mountain Web Marketing59 Time for a Break! 5 minute break! Please arrange your chairs into groups of 3 for the team game to follow. Social media marketing game & reporting

© 2011 Watermelon Mountain Web Marketing60 Using These Techniques to Improve Internal Communications Groups (Facebook, Google, Yahoo) Meet-ups Blogs for education and training On-site communities Message boards & forums

© 2011 Watermelon Mountain Web Marketing61 Yahoo or Google Groups

© 2011 Watermelon Mountain Web Marketing62 Meet-Up (Volunteering)

© 2011 Watermelon Mountain Web Marketing63 Meet-Up (Networking)

© 2011 Watermelon Mountain Web Marketing64 Ning Community for Training

© 2011 Watermelon Mountain Web Marketing65 Internal Message Boards/Forums

© 2011 Watermelon Mountain Web Marketing66 Planning Your Marketing Campaigns It’s better to use 1-2 channels well than to use many poorly Rule of thumb: 2 hours/week/channel Take advantage of existing resources and skills Match your channels to your goals and audience Establish baseline frequency and stick with it Supplement with offline marketing (direct mail, events, press releases, etc.)

© 2011 Watermelon Mountain Web Marketing67 The Secret to All Marketing Magic The audience always comes first.