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KILLER CONTENT: Making Your Marketing Social Webinar by Eric Pratum, Director of Digital Strategy at Grizzard and Jacqui Pratum, VP Marketing and Development, Union Rescue MissionTRANSCRIPT
KILLER CONTENT Eric Pratum Director, Digital Strategy
Jacqui Groseth VP, MarkeCng & Development
If you had to pick a #1 online challenge What would it be?
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What are some common quesCons donors ask you? What topics should donors be interested in?
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Eric Pratum
Find Me: @EricPratum
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Jacqui Groseth
Find Me: @jgroseth & @urm.org
Structure
1. Content
2. Measurement
3. Case study
4. Resources 6
Types of content
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Content search
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2,000
4,000
6,000
8,000
10,000
12,000
Jan-‐10
Feb-‐10
Mar-‐10
Apr-‐10
May-‐10
Jun-‐10
Jul-‐1
0
Aug-‐10
Sep-‐10
Oct-‐10
Nov-‐10
Dec-‐10
Social Media Search
11X Online donations growth
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CreaCng an integrated calendar
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The first 50
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Content OpportuniCes
1. How-tos 2. Local topics 3. Expert interviews 4. Recent studies 5. Opinion 6. News
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AnalyCcs + SEO = Content
http://bit.ly/contenttopics
Tracking & ReporCng
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Twi^ercounter.com
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Watch your data
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http://bit.ly/googlegoals
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Search traffic
Keyword Visits Pages/Visit Avg. Time on Site Bounce Rate
gizzard communicaCons 47 8.79 0:07:19 6.38%
markeCng agencies in atlanta 39 5.54 0:02:23 7.69%
gizzard communicaCons group 15 4.87 0:03:19 26.67%
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Bitly.com
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Facebook insights
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EdgeRankChecker.com
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YouTube Insights
7 x 37 = 3.8M The “new math” of fundraising
Situation Overview In 2010 a15% drop in giving over the previous year, and a 45% increase in the need for services led to a 5 million dollar gap in URM’s budget by the end of April.
URM’s board and senior leadership made the painful decision to close our Hope Gardens Family Center, an oasis for single moms with children and senior ladies experiencing homelessness, unless a minimum of $2.8 million dollars could be raised by June 30, 2010.
We prayed for a miracle, developed a plan and launched the “Save Hope Gardens Crisis Campaign.” on May 24th.
Campaign Overview
“I must share with you that unless we raise $2,800,000 by June 30, we will be forced to close the doors of our Hope Gardens Family Center — a proven life-changing
and life-giving environment for women and children.
This would be crushing news for the 24 additional
families we are preparing to move from Skid Row to Hope Gardens. And it would be devastating to the 34 moms and 74 children and each of the 23 senior ladies who have escaped homelessness and are living a life of
hope.”
Campaign Overview
Campaign Overview
Influencers & advocates
On June 23rd, just 7 days before our deadline NCIS actress
Pauley Perrette shared our need with her circle of influence by posting the first of 2 You Tube
videos on Twitter.
• Pauley currently has 66,652 Twitter followers.
Miraculous Results
In 37 days, we shared our need across 7 different core communication channels raising a total of $3.8 million dollars in donations!
Miraculous Results
Fundraising Channel
2009 2010 Difference % Growth
Alternate Media $ - $5,350.00 $5,350.00 NA Broadcast Media $12,513.00 $67,662.00 $55,149.00 441% Direct Mail $492,086.59 $693,832.17 $201,745.58 41% Telephone $10,821.50 $6,802.50 ($4,019.00) -37% Electronic Media (Web, Social, Text)
$40,955.71 $172,610.47 $131,654.76
321% Personal $903,204.37 $2,800,815.45 $1,897,611.08 210% Unknown $66,696.70 $74,787.91 $8,091.21 12% Total $1,526,277.87 $3,821,860.50 $2,295,582.63 150%
Comparison of the fundraising results, by channel, for the same 37 days in 2009.
Highlights & “Take Aways”
Build Relationships • Half of the $2.8M attributed to personal fundraising came
from 3 donors with a heart for our ministry.
Be Prepared • Union Rescue Mission had approximately 1640 Facebook
friends & 1970 Twitter followers in place. • CEO Rev. Andy Bales had approximately 3290 Facebook
friends & 4122 Twitter followers in place. • Our text-to-give program was set up and ready.
Be Available
• For increased interest from the Press. • For increased interest from Volunteers.
• For unexpected forms of Help.
The Payoff
Takeaways
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Slides 1. This presentaCon
bit.ly/?
2. Using Social Media for Nonprofit Gainh^p://slidesha.re/nonprofitgain
3. SEO for Blogsh^p://slidesha.re/seoforblogs
4. Who Needs a Website?h^p://slidesha.re/websiteneeds
5. Website OpCmizaCon Basicsh^p://slidesha.re/opCmizaConbasics
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Events
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Resources
Takeaways
1. Pick your first 50
2. Plan your integrated calendar
3. Publish, publish, publish
4. Measure and adapt
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You can find us at
Eric Pratum } [email protected] } @EricPratum
Jacqui Groseth } [email protected] } @jgroseth
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QuesCons