Download - The medium is the message
THE MEDIUM IS THE MESSAGE...
Understanding Web 2.0 Marketing Strategy A Project HOPE Analysis
May 9, 2012
Project 3Market
Analysis of Like
Organizations
Web Usage & Social Media
Vlad
Subproject 1: Benchmarking nonprofits websites
Project HOPE wants to be able to compare it’s website against
other organizations
For that reason our group was assigned to conduct a survey like organizations to obtain website analytics including number of website visitors, time on site, bounce rate, number of pages visited, amount of funds raised online, Web staff numbers and list of titles, budget for Website, what measuring tools are used
From GOOD to… …GREAT
Vlad
Subproject 2: Benchmarking nonprofits and use of social media
Project HOPE wants to be able to benchmark its social media analytics with other like organizations’ numbers to see where Project HOPE stands in terms of social media utilization.
Project HOPE: Created manual report Need to update database
with relevancy – linked verbs, standards, etc
Necessary components: monetary investment staff investment paid advertising to build
follower numbers
From GOOD to… …GREAT
Vlad
Fierce Reality…"One of the effects
of living with electric information
is that we live habitually in a state
of information overload. There's always more than
you can cope with".- Marshall McLuhan , CBC Radio in 1967
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…move through the
noise?
So how does Project HOPE,
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The Process Using HobSpot’s
Marketing Grader, Project Hope’s website was analyzed against 7 other nonprofits:1) AmeriCares2) CARE3) International Rescue
Committee4) Mercy Corps5) Operation Smile6) Save the ChildrenZeyadel
3 Methods for Measure Top of the Funnel (ToFu)
How are you directing visitors to your website? How are your content creation, optimization and website promotion skills?
Middle of the Funnel (MoFu) How do you convert traffic
into activists and then into donors? Is your social media effective?
Analytics Do you know what marketing
activities are working (or aren't working)? Do you measure your successes and failures?
Zeyadel
OVERALL - Results
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Top 3 Things to Do!
(1) Get more people to tweet your content by making it more remarkable and/or making it easier to share.
(2) Get more people to share your content on Facebook
(3) Create a mobile blueprint for your website
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Top of the Funnel - BLOGGING
BLOGGING… Blog Recent Blogs Available
Uniqueness of Titles & Within 75 Characters
RSS Feed Location
Blog Location
Blog Share-ability
Blog Posting
Frequency
Twitter Sharing
Frequency
Facebook Sharing
Frequency
Project HOPE Yes N/A NO N/A EASY TO FIND NO N/A N/A N/A
Americares Yes N/A NO N/A EASY TO FIND NO N/A N/A N/A
CARE Yes Yes NO YES EASY TO FIND YES N/A O O
International Rescue Committee Yes Yes NO YES EASY TO
FIND YES N/A N/A N/A
Mercy Corps Yes Yes YES YES EASY TO FIND YES N/A N/A 22 TIMES
Operation Smile Yes Yes NO N/A EASY TO FIND NO N/A N/A N/A
Save the Children Yes Yes YES YES EASY TO FIND YES N N/A N/A
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Top of the Funnel – SEO (search engine optimization) – How can we use the search engine to help people
find us better?
SEO... Search Engine Indexing Alt Tag Imaging Page
OptimizationPage Descriptors &
Uniqueness mozRank External Site Linkage
Authoritative Page Linkage
Project HOPE 3,670 20/23 HAVE ALT TAGS
NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME
NO 5 914 10
Americares 6,540 19/20 HAVE ALT TAGS
NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME
NO 4 2,851 10
CARE 4,300 16/28 HAVE ALT TAGS YES YES 6 7,062 10
International Rescue
Committee27,200 61/128 HAVE
ALTTAGS YES YES 6 4,021 10
Mercy Corps 29,400 38/45 HAVE ALT TAGS
NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME
NO 6 5,781 10
Operation Smile 3,140 6/39 WITH ALT TAGS
NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME
NO 6 3,055 10
Save the Children 4,790 20/34 WITH ALT TAGS
NEEDS CHANGES OF PAGE TITLES STARTING WITH COMPANY NAME
NO 6 10,545 10
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Top of the Funnel - MOBILE
MOBILE… Status of Mobile Site Apple Icons Meta Viewport Tag
Project HOPE YES NO NO
Americares YES NO NO
CARE NO NO NO
International Rescue Committee NO NO NO
Mercy Corps YES NO NO
Operation Smile YES NO NO
Save the Children YES NO NO
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Top of the Funnel - SOCIAL
SOCIAL… Twitter Availability?Homepage
Tweet Frequency
Lag-time Between Tweets Klout Score # of Facebook
Fans
Project HOPE @PROJECTHOPEORG 1 5 32 5,403
Americares @AMERICARES 29,988 5 43 4,764
CARE @CARE 973 7 60 48,626
International Rescue Committee @HEIRC 1,179 11 50 2,455,549
Mercy Corps @MERCYCORPS 29,149 7 52 34,435
Operation Smile @OPERATIONSMILE 25,876 5 56 10
Save the Children @SAVETHECHILDREN 89 12 65 217,621
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Middle of the Funnel - GENERAL
GENERAL… Landing Pages As Lead Conversion
Marketing Automation Software Visitor Engagement
Project HOPE YES NO Very Engaged! (6 pages on average viewed)
Americares YES NO Somewhat Engaged(2/6 pages on average viewed)
CARE YES NOVery Engaged!
(Visitors spend more than 3 minutes on the site)
International Rescue Committee YES YES, Silverpop
Somewhat Engaged(Visitors spend more than
1-3 minutes on the site)
Mercy Corps YES NOVery Engaged!
(Visitors spend more than 3 minutes on the site)
Operation Smile YES NOSomewhat Engaged
(Visitors spend more than 1-3 minutes on the site)
Save the Children YES NO Very Engaged! (6 pages on average viewed)
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Middle of the Funnel - BLOGGING
BLOGGING... Landing Pages w/Forms Email Subscription Links Social Subscription Options
Project HOPE N/A NO No
Americares N/A NO No
CARE N/A YES YES
International Rescue Committee N/A YES YES
Mercy Corps1 of your last 5 blog posts included links to a landing
page with a formYES YES
Operation Smile N/A NO NO
Save the Children N/A YES YES
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Middle of the Funnel - SOCIAL
SOCIAL… Social Media Linkage Tweet Ratios Twitter Follower Traffic Twitter Leads
Project HOPE YES 3 of the last 10 tweets(non-org replies)
Mentioned 3 times by other people in the last 24 hours N/A
Americares YES 2 of the last 10 tweets(non-org replies)
Mentioned 13 times by other people in the last 24 hours N/A
CARE YES1 of the last 10 tweets
(non-org replies) Mentioned 45 times by other people in the last 24 hours
3 of your last 10 tweets link to a landing page
International Rescue Committee YES 3 of the last 10 tweets
(non-org replies)Mentioned 2 times by other people in the last 24 hours
6 of your last 10 tweets link to a landing page
Mercy Corps YES 3 of the last 10 tweets(non-org replies)
Mentioned 21 times by other people in the last 24 hours
2 of your last 10 tweets link to a landing page
Operation Smile YES 2 of the last 10 tweets(non-org replies)
Mentioned 86 times by other people in the last 24 hours
2 of your last 10 tweets link to a landing page
Save the Children Yes2 of the last 10 tweets
(non-org replies) Mentioned 99 times by other people in the last 24 hours
3 of your last 10 tweets link to a landing page
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ANALYTICS - Results
ANALYTICS… Type of Analytics Unique Visitors
Project HOPE GOOGLE 7, 704
Americares GOOGLE 19,587
CARE GOOGLE 37,566
International Rescue Committee GOOGLE 37,560
Mercy Corps NO SOFTWARE 35,445
Operation Smile GOOGLE 59,929
Save the Children NO SOFTWARE 61,818
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Social Media Upgrade- FAST!
After the 2010 scare with many non-profits losing funds by promoting mobile fundraising – there are better safeguards & incentives for donors.
(1) To Improve Your Group Text Messaging Campaigns
Text message campaigns are easy and effective – but you can only use 160 characters
The text must include a link to your site – so from text to phone – the user must get to it quickly & see it on a 3-inch screen
(2) To Make Your Smartphone Apps More Functional
Think function over features A website viewed without a lot of clicking will
get more money faster
(3) To Empower QR Code Campaigns QR codes are everywhere – Project HOPE
needs one They allow interactivity for users to point,
scan, and learn – and take you to a mobile site
(4) To Improve Location-Based Community Campaigns
If it’s FourSquare during a campaign or event – major GPS-based aps want a site to link to
(5) To Optimize Mobile “Search Engine Optimization”
K.I.S.S. – Keep it Simple Stupid If someone can click over logging in – the
searches will yield faster results
Top 5 Ways to Upgrade Your Mobile Campaign!
Zeyad
Conclusion & Final Recommendations
Vlad insert here…