Digital Strategy
Public dissatisfaction with the pace at which mainstream media reports the news is once again being highlighted by the recent Boston Marathon tragedy. Twitter users turned the service into a media outlet and was perhaps the first to tell the world that a bombing had occurred near the marathon’s finish line.
Within minutes, the network also thrust Broadcastify into the spotlight – giving users Continue reading “Public rush to Twitter for real-time news of Boston Marathon tragedy”
If you are running an organization that depends on the generosity of US Americans for funding, you’ll need to check out a study published by the Chronicle of Philanthropy that charts giving patterns in every state, city, and ZIP code.
There are many surprising facts in the study, here are our top 3:
1. The liberal north-east gives less than the assumed conservative mid-west. Salt Lake City, Memphis, and Continue reading “Where are the donors in the USA?”
On March 30, 2012 your Facebook Page will join Facebook Profiles in adapting the new “Timeline” layout. Here are 5 things to know about the new layout:
1. Your Page will feature a ‘cover’ image
Cover images should be sized 851 wide and 315 tall; smaller images will be stretched to meet this requirement – thereby distorting the image.
Your cover image should not include the following:
You can still creatively use your cover image to promote Continue reading “Facebook Page Moves to Timeline”
If you run a non-profit organization, by this time of year you should be shoulder-deep in soliciting donations to keep your projects going – if not, there is still time!
Network for Good (a major hub for non-profit giving that distributes over $350 million in online donations to more than 45,000 different nonprofits organizations) recently shared some great information that I think should help non-profit organizations (small and large) understand what to expect from their donation campaigns this giving season.
The best news is that giving has gone mainstream – in 2001 the average online gift (through Network for Good’s platform) was $226 – today it’s $73. It’s not that people are giving less, but that more people are giving and mostly in smaller amounts than in 2001. For example, today 65% of Americans give online – compared to just 4% of Americans in 2001.
It’s a great time to raise funds for a worthy cause. Here are three articles to get you started on your donation campaigns:
1. Non-profit fundraising – from email to donation form
Four great take-aways for anyone using email to get visitors to give through online donation forms… Read more »
2. How to craft emails and other communication
If you are sending “e-blasts” to your customers or supporters – please, stop doing it now. This outdated style of email marketing has the same results as fax broadcasts of… Read more »
3. Give your donation campaigns the holiday spirit
…come up with cleaver ways to engage your audience, pair your brand with the festivities, and present an opportunity to convert your audience to customers… Read more »
Good luck – and remember to share this resource with your friends!
Over 200 million folks use Twitter to keep up with brands, each other, snark, and a wide range of topics. Twitter is also great for promoting – and organizing events (as evidenced by TweetUps). Planning a conference, concert or a book signing? Adding Twitter to your marketing plan can help boost your guest list.
If you already have a presence on Twitter, here are three tips for using Twitter to get word out about your event (if you don’t have a Twitter presence, start here) –
1. Location, location, location – target your locals
Tweeting your event to the universe and hoping the right person will see it is not the way to go. Use hashtags to include your tweets in searches for your event’s city or venue. For example, if you are hosting an event at the 9:30 Club in Washington DC, your tweet could look something like this: “Who’s coming to the Thievery Corp show at the #930club? Tix still available. #WashingtonDC.”
2. Partnerships – friends influencing @friends
If your invited guests are using Twitter, partner with them to promote the event – the more popular they are, the better. Guests that have a strong following (speakers, musicians, authors etc.) can be great ambassadors for your event – get them to share details of the event via Twitter and their other networks. Got performers? Target their followers by mentioning them in your tweets – and don’t foget to use hastags.
3. Promo basics – what’s in your goodie bag?
It doesn’t matter what type of event you are tasked with promoting or where you’re promoting it; follow the basics! Give your prospects an incentive to attend your event – offer rewards for registering. Teasers are also great for building a buzz about your event. Tweet “behind the scenes” photos and video interviews so prospects can get a taste of what to expect.
Follow the steps above (that are appropriate for your event) and watch your conversion rate climb. Happy promoting!
Google is finally inviting businesses and organizations to set up profiles in their Google+ social network!
First adopters can choose to set up a business profile in one of five categories; “Local Business or Place” (e.g. Hotels, restaurants, places, stores, or services), “Product or Brand” (e.g. Apparel, cars, electronics, financial services), “Company, Institution or Organization” (e.g. Companies, organizations, institutions, non-profits), “Arts, Entertainment or Sports” (e.g. Movies, TV, music, books, sports, shows) and “Other” (e.g. pages that don’t fit any of the above categories).
Here are answers to three questions you may be asking before joining Google+ for business: Continue reading “Google+ Ready for Business Profiles”
If you are sending “e-blasts” to your customers or supporters – please, stop doing it now. This outdated style of email marketing has the same results as fax broadcasts of press releases; your message is ending up in your recipient’s trash.
While email marketing is still an effective way to communicate with an audience, the one-way communication style of the “e-blast” is over. Messaging your subscribers today means doing more than sending emails with commands like “buy, buy”, “click, click”, or, “register now!” If you want to communicate with your subscribers effectively, think “engagement”.
Engaging your subscribers means looping them into a two- or multi-way communication versus subjecting them to one-way communication. The fact is, social media have raised the overall expectations of e-communications to this level. The prevalence of social networks and their popularity in comparison to Websites suggests that subscribers are more drawn to engagement and the communication arena where they are able to give feedback and participate.
Here are examples of steps you can take to make these three popular email marketing asks more appealing:
1. Donate. You’ve stated your worthy cause and have asked for a generous donation. Make it engaging by inviting your subscriber to join a community of volunteers, attend a Meetup in their area or present an opportunity for your would-be donors to get up close and personal with a beneficiary or your organization’s leadership. Even if most of your subscribers don’t take up the invitation to engage, the fact that you present this opportunity will help to legitimize your fund-raising effort.
2. Register. You’ve stated the what, where, when and have asked your recipient to “REGISTER NOW!” Make it engaging by inviting your subscribers to also meet other registrants in your organization’s social network on Facebook or elsewhere. Email solicitation for event registration typically have the recipient asking “is this worth my time and money?”, “will I know anyone there?” or “who’s going?”. Creating a social network around your event is a great way to create buzz and a community that will engage your subscribers – and hopefully motive them to register.
3. Buy. You’ve included a nice big picture of your product with an attractive sale price – and a big “Buy Now!” button. Make it engaging by including the opportunity to share or “Like” the product on Facebook and other networks and allow subscribers to share their thoughts, enthusiasm or questions about your product in their network of friends and family. This simple step could help promote your product further than you imagined.
A popular concern for marketers considering a more engaging e-communication strategy is negative feedback. But the best approach to managing negative sentiment is to create the space for it and be a part of the conversation. So say goodbye one-way communication via e-blasts, and hello to engagement and higher conversion rates!
“Should I create a Facebook page or group?” That’s a question interactive marketing professionals hear all the time. Well, Facebook just made answering that question easier by announcing they are archiving all Facebook groups created using the old group format (‘old’ meaning groups created before April 1, 2011). In fact, the company has flatly stated, “If you’ve been using your old group to promote your business, we recommend you create a page instead.”
According to Facebook, the archiving process will involve converting all old groups to the new group format–but without several key functions and content. For example, old groups will lose members and will not show ‘recent news’ or information about the group’s network and branding.
Here are three things you can do to avoid losing your community of supporters to Facebook’s archive:
Step 1. Upgrade to Facebook group 2.0. If your old group had a lot of activity, you should be able to upgrade to the new version of group; a notification above your group’s wall will allow you to activate the upgrade. Alas, if your group had a steady following but lacked activity, the next time you log in you’ll get a notice that says, “This group is scheduled to be archived.”If this happens you can do one of two things:
Step 2. Start the group-to-page migration. If you have been using a Facebook group for your business or organization, you’ll need to create a Facebook Page pronto – and start inviting your old group members to join your page. You won’t be able to interact with your old group members after Facebook archives your old group so you’ll need to act fast!
Step 3. Start a new group. If you have been using a Facebook group to keep up with friends and family, you’ll need to create a new group and re-invite your friends and family from the old group to join the new one. Facebook wants group managers to use this product to communicate with “…small groups of people in your life“, so don’t start a group if you expect a lot of members – start a page instead.
There are lots of cool features in the new Facebook group format; users will be able to post updates, questions, and photos, host group chats, create shared documents and schedule events — plus take advantage of new privacy settings.
So you are getting ready to launch a Website to promote your business and your Web developer is recommending that you use a content management system (CMS) to manage the Website – is this a good idea or just an additional expense? Here are five reasons you should use a CMS to manage – and take control of your Web presence:
1. There’s a CMS for every budget. Content management systems are great at managing data publication. Although there are many great expensive CMS platforms out there, some of the best platforms are free to use – even thought they might attract a modest fee for set-up and customization. Check out this review of a variety of CMS platforms.
2. Manage your Website’s ‘look and feel’. Whether your Website has 4 Web pages or 50, a decent CMS will make it easy for you to seamlessly apply your Website’s design to all content pages and provide a consistent user-experience for visitors. For example, if you decide to change your logo or information that appears on all pages of your Website, a CMS could make this process a breeze by removing the need to update each Web page individually.
3. Save time with a CMS. The CMS will reduce the amount of time (and cost) required to add content or make changes to your Website. If you’d like to update your Website and don’t know much about Web development and coding, a good CMS will also make it easy for you to make simple updates your Website.
4. Faster, uniformed deployment of helpful Web applications. If your Website is informational, you might think all you need to get your point across are a few Web pages – this might be true, but a CMS will also make it easy for you to engage in search engine optimization (SEO) or add Web applications to your Web pages that will help potential customers find your Website and share it with others.
5. Stay up-to-date with interactive marketing technology. Most developers of content management systems (CMS) review and update these Website management tools quarterly. The updates usually apply user feedback and the latest Web technology to the platforms – for example, a robust CMS will let you know when your Website is not secure or if your site’s code is outdated.
There are content management systems (CMS) for every budget – many reputable systems such as Drupal and WordPress are even free of licensing fees. If you care about consistency and maintaining a high quality Web presence, it’s well worth it to invest in a CMS.