Web 2.0 and E-marketingBoot Camp

Presented by Lori Smith, ACTEW

The Lesson Plan

• What can web 2.0 do for you?

• Tools: Google Doc’s & Blogger

• Integrating the tools

• Homework…Strategy- Developing your own e-marketing and web 2.0 plan

What is Marketing?

Marketing is your strategy for allocating resources (time and money)

in order to achieve your objectives.

What are your objectives?

by….promotional materials, events, public relations, social networking, information

dissemination, reputation, trust, loyalty, branding, building membership with constituents/clients….

Make your organization known !

As non-profits, how can we do this in the most cost-effective way?

Enter E-marketing!

What is E-Marketing?

Same Stuff, New Arena

Why Use the Internet?

Every year more and more people look for information on-line

Who uses the internet?

73.4 % of North Americans are on-line

120.5% increase of internet use in Canada between 2000-2008

From: Internet World Stats: Usage and population Statistics

http://www.internetworldstats.com/stats.htm

Also….

E-marketing is a much better use of resources (time, funds) and produces amazing results!

You can track everything!

Google AnalyticsSurvey MonkeyConstant Contact

What Google Analytics looks at• Number of website visits• Visit duration• Countries your visitors come from• When the search engine visits your website• Most popular pages• Entry pages• Exit pages• Time spent on pages• What operating systme your visitors are using• What browser they use• What keywords they used to find you• What websites are sending visitors• Links your website has gained and where they came from• Any lost queries or problems with dead links

How to put google analytics on your site

• Create a google account

• Sign up for free

• Cut and paste the google code into your site.

But really…E-marketing is all about relationships and communications!

How do you build relationships through computers?

The Basics

Build a Website. Put your face on the web!

1. Make your website useful.

Add searches, maps, calendars, downloads, articles, videos, resources…

2. Keep your content fresh/new

3. Usability- test it!

Can users find information easily?

Photos, Pictures- make it visual

Google-Fu it!

Google Fu

Why is Google so important?

• More people use google than any other search engine.

• People trust Google to give them the best websites that match their queries.

How to Score High on Google

• Make your site useful! This is the best way to score high on Google.(have something useful and unique)

• Have links pointing to your website- back links…if you are helpful to someone they will link back to your site.

• Use keywords. Don’t put “click here” put “Free tips on google” as a link.

• Content is King- keep it fresh, updated and relevant.

The new kid on the block

What is Web 2.0?

The “next generation” of web applications turning the web from a static relationship to a more dynamic, active or ’useful’ experience.

User Generated Content

“Crowd-Sourcing”

Web 2.0=Participation

Not only do you join a community, you participate- comments, photos, video…

http://www.nothingbutnets.net/

All that “fun stuff” happening on the webthese days- Social Networks/Communities

like Facebook, Linked in, and many more….

Web 2.0=Communities

This means you can layer into what already exists- you don’t have to re-invent the wheel.

Step it Up!

E-Bulletins/E-Marketing Campaigns

Affordable E-mail management systems

• Constant Contact

• Vertical Response

• Emma

• Democracy in Action

• MailChimp

Why Use Email Management Systems?

"It's not enough to just know the past and plan for the future; it's about predicting the future. E-mail benchmarking is a must for organizations who want to be able to predict the outcome of their e-mail campaigns.”

Email Management Systems allow you to…

• Provide relevant content aimed at specific supporter segments

• Create a more personalized and targeted approach to build long-term relationships with a supporter.

• Raise funds to support causes, increase loyalty, maintain memberships, encourage participation etc…

Actew Site

• E-bulletins• Constellation• Looking for Training• Blog

What does it add up to?

These are all great ways of creating diverse relationships and communicating directly with your

constituents.

Best part is its Free! (or else very affordable..)

Cast off the shackles of Microsoft!

Web 2.0 = Collaboration

Web 2.0= Collaboration, creativity and sharing

• Slide share, Video share• Open Source Content Management Systems• Wordpress, Typepad, Drupal, Joomla• Wiki’s• Del.icio.us• Google Applications-Blogger, Google Doc’s,

Apps, Calendar

You can use many of these tools to collaborate with your staff or create communities online.

The Tools

Google Power

Google is more than a search engine- it is a powerful tool that can do many things…

Why Google?

• Free

• Share schedules/calendars

• Collaborate on documents, spreadsheets,

• Share, organize and upload pictures

• Create Websites, blogs

• Start groups and more….

Google Doc’s

• Collaborate on shared documents

• “Distribute” your organization

Video Link

http://www.youtube.com/watch?v=eRqUE6IHTEA

Collaboration Tools

Collaboration, sharing, communicating is key to a healthy and sustainable organization.

Why put it online?

• Move towards a “distributed life” using wiki’s, gmail, google docs, basecamp

• Keep information on line instead of at home on a computer- so you are free to roam between devices

Blogs

Blogger

What are blogs?

• A diary or journal online

• A dynamic website

• Many uses for it….

Why Blog?

• Quick and easy

• Inexpensive

• Direct interaction with clients

• Storing, sharing

• Easy way to learn about your customers, get feedback on products and services

10 Different Ways Non-Profits can use blogs

See link: NetSquared

Who’s Blogging?

• Over 12 million American adults currently maintain a blog

• Over 57 million Americans read blogs• 1.7 million American adults list making money as

one of the reasons they blog• 89% of companies surveyed say they think blogs

will be more important than websites in the next five years

How can you find blogs?

• Technocrati is tracking over 70 million blogs

• Technocrati link

• Put your blog on technocrati and share it with the world. Membership is free!

Let’s get started!

• Sign into gmail….

Gmail

• Its web based- unlike outlook

• Lots of storage space

• Features Chats

• Organize in labels

• Conversation view

Google Doc’s & Spreadsheets

• Sending documents via email is slow

• If a document is web based its easy for authors to create, collaborate and share in Internet time.

Google Doc Features

• Go into your gmail…go to documents.

• Star documents, tag documents, archive documents, delete documents.

• Upload documents…through browse or email.

• Invite collaborators- this gives them the ability to edit.

Collaborating On Google Doc’s

• Enter the person’s email address in the Invite Collaborators text box.

• Or just enter them as collaborators

• Use different color font to edit

Reviewing Revisions

• Browse through the revisions of any given document- this allows you to follow the evolution of a document from start to finish.

• You can compare revisions…

• Can get RSS updates on changes made and add this to your google reader…

Google Calendar

• Use calendar to organize schedules…

Blogger

• Create a blog in three easy steps…

Google Reader

• Keep track of all the updates happening on your documents, blogs, spreadsheets, calendars

• Update from sites your frequented sites

Igoogle

• Put it all on your igoogle page.

Summary

What’s E-marketing?

Using the Internet and all the tools online, such as Web 2.0 tools, blogs and other social networking sites to enhance your visibility and extend your reach.

Web 2.0 + Your Organization

• Web 2.0 is a creative and cost effective way of reaching clients and showcasing your services

• Easy to use• Affordable and/or free• Makes website interesting, dynamic and useful• Collaborative tools online increase the efficiency

of your organization• Encourages participation• Its fun and produces results!• Good tracking/managerial capabilities

Choose the Right Tools for You

You are going to hear about all sorts of tools but the important thing is “choosing the right tools for the job” and NOT getting hung up in technical nuances.

How to choose the Right Tools

1) Determine the goals of your organization, the processes, time and resources you have and come up with a practical web 2.0 plan!

2) Take small steps forward

3) Don’t be afraid to experiment

4) Hire a consultant if necessary

5)Try to make it a collaborative effort- include everyone in the process so that everyone gets it and can contribute

Thank-you!

• Check out ACTEW’s Blog for links and more information.

http://www.techtipsandtools.blogspot.com/