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The medium is the message...

The medium is the message. Understanding Web 2.0 Marketing Strategy A Project HOPE Analysis. May 9, 2012. Project 3. Market Analysis of Like Organizations Web Usage & Social Media. Vlad. Subproject 1: Benchmarking nonprofits websites. From GOOD to…. …GREAT.

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The medium is the message...

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  1. The medium is the message... Understanding Web 2.0 Marketing Strategy A Project HOPE Analysis May 9, 2012

  2. Project 3 Market Analysis of Like Organizations Web Usage & Social Media Vlad

  3. Subproject 1: Benchmarking nonprofits websites From GOOD to… …GREAT • 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 Vlad

  4. Subproject 2: Benchmarking nonprofits and use of social media From GOOD to… …GREAT • 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 Vlad

  5. 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 Abdel

  6. So how does Project HOPE, …move through the noise? Abdel

  7. The Process • Using HobSpot’s Marketing Grader, Project Hope’s website was analyzed against 7 other nonprofits: • AmeriCares • CARE • International Rescue Committee • Mercy Corps • Operation Smile • Save the Children Zeyadel

  8. 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

  9. OVERALL - Results Abdel

  10. 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 Abdel

  11. Top of the Funnel - BLOGGING Abdel

  12. Top of the Funnel – SEO (search engine optimization) – How can we use the search engine to help people find us better? Abdel

  13. Top of the Funnel - MOBILE Abdel

  14. Top of the Funnel - SOCIAL Abdel

  15. Middle of the Funnel - GENERAL Abdel

  16. Middle of the Funnel - BLOGGING Abdel

  17. Middle of the Funnel - SOCIAL Abdel

  18. ANALYTICS - Results Abdel

  19. Social Media Upgrade- FAST! Top 5 Ways to Upgrade Your Mobile Campaign! • 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 Zeyad

  20. Conclusion & Final Recommendations • Vlad insert here…

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