Information and communication differences to launch and manage social media for volunteer and non-profit organizations.
Good design principles for anyone or any organization hoping to maximize the time investment and ROI - Return on Involvement
News by CBS for CBS viewersThe Internet has changed the dynamics of the business world. For the past decades, marketers have used “outbound” marketingn techniques such as trade shows and print advertising, where marketers push out a message far and wide hoping that it resonates with a few individuals. These outbound marketing methods are becoming less and less effective for two reasons:People are getting better at blocking out interruption‐based marking messages.The average person is inundated with thousands of outbound marketing interruptions per day and is figuring out more creative ways to block them out, including caller ID, spam filtering, and on‐demand TV and radio. The Internet presents quick and easy ways for consumers to learn and shop.Instead of flying to a trade show across the country, for example, a consumer can go the Internet to research and purchase products or services.Today, consumers are going to the Internet to start their purchasing process. In order to remain competitive, businesses need to utilize “inbound” marketing techniques to “get found” by the consumers searching for their products and services online.
73% of all purchase decisions are now researched first online73% of online users read blogs57% of online users join social networks83% of online users have viewed a video online39% of online users subscribe to RSS FeedsSource: Universal McCann International Social Media Research
14% Forrester and 78% Nielsen Global Online Consumer Survey April 2009 /[get found, convert, measure what matters] Content is remarkable when someone defines it as remarkable, not when your marketing or product manager define it as remarkable. This is the greatest challenge in today’s world of marketing. You really have no control over your product’s value, however, you do have control about hosting and socializing with people who will advocate, refer, and recommend your service or product. So, your strategy relies on enabling others.if you provide valued content and there is a link and contact information, people will find and recommend you [would you rather have 100 leads of dubious quality or 10,000 downloads and 50 responses? Know what Google search engines value];think like a publisher and make all content valuable for every flavor of your customer; make sure it is easy for us to forward your information, if we find it valuable, we will distribute it for you, when it is really valued we even recommend it;
Provide value – you’ll gain trust and attentionSupport the community – put others above yourselfCreate conversationsRequest and listen to feedback; let other users of the site be your teachers and informantsDemonstrate integrity – you are transparent on the web and integrity mattersHave fun – don’t prejudge connections – you never know where someone will lead you
Process versus promise process you manage or engagement you enableThere are many reasons why communication is important for the change effort, a few of these include:People need information to make change happen.Without good information, people make it up.Lack of information breeds uncertainty…and anxiety.Anxiety interferes with focus and productivity.People assume their managers “know”.Information-sharing gives people a sense of belonging.People work harder for organizations they feel a part of.Communication stimulates new ways of thinking.Honest, timely communication enhances credibility.With good communication, people will rely on the company (vs. the grapevine or the press) for accurate, up-to-date information.
Know what Google search engines value]
http://www.buyerpersona.comTipsHow can you reach each buyer personadevelop compelling messagesinterview themidentify the buyer problems your product/service solvesfind out the media your buyer persona uses – where do they hang outIdentify any gaps in your initial buyer persona Identify the ways you’re your buyer speaks and match thatyour online presence should not be a one-size fits all productwrite for the buyer, not for what you want to sellunderstand the words or phrases of your audience (buyer persona)
only 14% of people trust advertisements Forrester78% trust the recommendations of other customers Nielsen
http://www.hceye.org/HCInsight-Nielsen.htmLene Nielsen wrote her Ph.D. thesis Engaging Personas and Narrative Scenarios in 2004. She is usability consultant at Snitker & Co., Denmark. She is also the international mentor for HCI Vistas Global Initiative.http://www.hceye.org/UsabilityInsights/?p=89The best web strategy positions your web page not as a brochure or an advertisement, but a rich source of content. The best web strategy, like the best magazine, provides content over just look – form over function. Not all of your site’s visitor’s have to be buyers, but they should leave as advocates.Today’s marketing relies less on information (a one-way flow of thoughts and ideas) and more than ever on communication (a two-way flow of thoughts and ideas). Social media and the Internet are conversations, referrals, and filters. Like a dinner party, no one on the Internet will tolerate an individual who monopolizes the conversation or directs others to talk about only their interests.
Compelling Contentmake sure there are always links back to a source or call to action, always make it easy for us to dig deeper; stop spamming press releases, journalists Google you, they don't look at a stack of your jargon-filled press releases; post all your news and press releases on your website, that's where we go for your news and that is where Google goes to index your information; go where your audience is or provide all the tools for your audience to build their own happening; stop co-opting Twitter, You Tube, and Facebook, we are faster than you; when you provide content you build organically: become the source for information and problem solving and you and your company will become known;ask permission; forget about your viral campaign, provide value and we make your content viralwe don't care about you or your product, we care about how you or your product makes our life better - so get to the point wwithout jargon, better yet, if you come recommended, I will find you
How should I research keywords?*Make a list of five or six of the keywords you would like to use and see what Google suggests. If you have a competitor in mind, enter their website and see what keywords they’re using. Generally, you don’t want to choose keywords with a lot of competition.Why do are so many of these tools associated with blogging?*Blogging is one of the fundamental aspects of inbound marketing. It builds long-term assets that help both humans and search engines find your business. Successful marketers need to maintain at least one blog that can bring them visibility, traffic and new leads.
http://www.buyerpersona.comTipsHow can you reach each buyer personadevelop compelling messagesinterview themidentify the buyer problems your product/service solvesfind out the media your buyer persona uses – where do they hang outIdentify any gaps in your initial buyer persona Identify the ways you’re your buyer speaks and match thatyour online presence should not be a one-size fits all productwrite for the buyer, not for what you want to sellunderstand the words or phrases of your audience (buyer persona)
Keep in mind connections and calls to action
ListenFollow and be followedSay something worth listening to. Nobody wants to hear your sales pitch!You don’t push yourself on othersYou engageYou find common interestsYou listenYou shareLinkTo your blogTo an article you publishedTo an article someone else publishedTo something funny, interesting, or inspiringTo information that supports your case
Process versus promise process you manage or engagement you enableThere are many reasons why communication is important for the change effort, a few of these include:People need information to make change happen.Without good information, people make it up.Lack of information breeds uncertainty…and anxiety.Anxiety interferes with focus and productivity.People assume their managers “know”.Information-sharing gives people a sense of belonging.People work harder for organizations they feel a part of.Communication stimulates new ways of thinking.Honest, timely communication enhances credibility.With good communication, people will rely on the company (vs. the grapevine or the press) for accurate, up-to-date information.
Know what Google search engines value]
Some comments “I sick of being asked for a job”“I’m not interested in the programs”
Lead for eachBackup for eachGoal(s) for eachRecruit for team and coverage towards advance needsProcess/lessons learned system to capture knowledge, share practices, and create continuityLearning overview for each volunteerPrioritiesShared needs from other swim lanesTimelinesProcess reviewProvide a shared space for teams (wiki)Scheduled reviews and meetings for each team with consistent date: last Tuesday, first TuesdayGap analysisMembership teamPriscillaKristine
Identify buying persona: who needs your solutioncontent that describes issues and problems they have faced an then provides details on how to solve these problemsOffers solutions for each buying personaShow off your expertiseLink content to the place where action occurs
Identify buying persona: who needs your solutioncontent that describes issues and problems they have faced an then provides details on how to solve these problemsOffers solutions for each buying personaShow off your expertiseLink content to the place where action occurs
Find keywords. Pick a list of words relevant to your business. Think about which words are most likely to get people to do what you want them to do (convert into leads) and focus on those words. Then pick one word (or phrase) to use on one page of your site. For more detailed info, read: Detailed Internet Marketing Keyword Tips.Put keywords in Page Title. The Page Title is one of the most important things that Google and other search engines evaluate to determine what is on a web page. Put your keyword or phrase in the title, keep it short. For more detailed info, read Why a Web Page By Any Other Title Would Not Rank As Well.Put keywords in Page URL. Google and other search engines also use the text of the URL of the page to determine the content of the web page. You should use your keyword or phrase in the URL of the web page - either the folder/directory structure or the HTML file / page name itself.Put keywords in Meta Data. While the page metadata (Page Description and Keywords) are not nearly as important as they used to be, they still count. Take advantage of them by putting your keyword or phrase there. The description should be readable by a person and make sense and the keyword metadata should focus on your keyword or phrase - do not make it long, less is more. For more detailed info, read Understanding the Magic of Meta-Data.Put keywords in your H1 text. The H1 text is usually the title of an article or some larger bold text at the top of your page. Google and the smaller search engines can see this and they put extra importance on the words in the H1 text. Make sure your keyword or phrase is there.Use keywords in the page content. Putting the keyword in your page content also signals to search engines that the page is actually about the keyword and should show up in search results. I have heard from "experts" that you should use your keyword anywhere from 4-6 times to 10-12 times. My advice is to just write naturally.
Create content worth linking toPromote your content via distribution channelsCreate links using your keywords as anchor textFocus on relevant, authoritative link sources