Developing a comprehensive approach to all of your online communications: consistently using your brand and key messaging in every platform!

1. Web Fusion:
Web F sion
Helping You and
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Your Donors CLICK
Presented by:
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DNA Creative Communications, LLC
Copyright© 2012

2. Today’s Topics:
T d ’ T i
 Where To Start?
 Multimedia Sharing (Blogs, E‐news, Etc.)
l d h ( l )
Using Social Media
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 When Is It Time for A Website Facelift?
Optimizing Your Online Presence
O i i i Y O li P

3. Start with
y
your Brand

4. What is a Brand?
What is a Brand?

5. Examples
• “My pleasure”
•“Eat Mor Chikin” + cows as visual
• Closed on Sundays (faith based
(faith-based
mission)
• “Where Shopping is a Pleasure”
• Mission: Great savings with service
you can’t put a price on

6. Examples
• Pi k
Pinkribbon = fi ht against b
ibb fight i t breastt
cancer
• Specifically trademarked for donor
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preservation
• Cause marketing
• Just “google” it!
• The simple search engine
• Mission: Organize the world’s
world s
information. Make it universally
accessible and useful.

7. Your Brand is…
Your Brand is
• Th
The essence of your organization
f i i
• Th
The voice of your mission
i f i i
• Authentic and carried out by
and carried out by
your organization every day

8. An Effective Brand…
An Effective Brand
• Communicates your mission
• Builds trust
• Raises awareness
• Impacts long‐term sustainability
of your organization
of your organization

9. Your Online Presence is…
O li i
• An extension of your brand
• The leading source of information for
The leading source of information for
individuals online (62%)

10. Always Think About…
l hi k b
• Who is your audience?
•What do they know about you?
Wh t d th tk b t ?
•What do they not know about you?
• What do they need / want to hear?
What do they need / want to hear?

11. Messaging…
i
• T il
Tailor your messaging to the
i h
audience
• Never assume they know everything
• Be consistent in every
communications tool l

12. Consider This
C id Thi
• Y
Your content should not simply be: “We need your money”
t t h ld t i l b “W d ”
Content should be focused around:
 The story of what you do
 How what you do affects individuals (not just recipients –
How what you do affects individuals (not just recipients
donors too)
 Results of how donations help
 Th
Then, We need your money
W d

13. Consider This
C id Thi
Donors invest in ideas and people
in whom they believe
in whom they believe
Your online communications must
support this belief
support this belief

14. Online Factors that Matter:
l h
• Design
•Usability
C t t
•Content
•Consistency!

15. E news
E‐news
Talking directly to your audience

16. E‐Newsletters
E Newsletters
 E‐news is a powerful marketing and
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communications tool that:
Reminds supporters about your cause
 Gives updates on current events/projects
Offers ways to get involved and keep in touch
 Provides interesting and relevant news,
stories, pictures and content!

17. E Newsletter Tips
E‐Newsletter Tips
Make sure you send only to readers who have
“opted‐in!”
“ d i !”
 Don’t send your e‐news without a text option
Don t send your e‐news without a text option.
 In general, send e‐news no more than once a week,
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and no less than every six weeks.
 Appeal to “skimmers!” Use headlines, subheadings,
and short chunks of text.

18. Consider This
 Feature a “Subscribe” button on your online
outlets to allow readers to sign‐up to your
e‐newsletter hassle‐free!
 Monthly, post a Facebook and Twitter update
hl b k d i d
with a short intro and link out to your e‐newsletter

19. Blogging

20. Blogs
‐ Serve as representation of your expertise
‐ Post your latest PRs announcements current projects or
Post your latest PRs, announcements, current projects or
new campaigns
‐E
Easy sharing capability to gain followers and spread
h i bili i f ll d d
awareness
‐ Enhances overall SEO
‐ Tip: Update it! Static content does no good.

21. Ex.

22. Ex. Blog Integration

23. Social Media
Social Media

24. Opportunities
O t iti
 Low‐cost, easy‐to‐use communications plan
•Free to use, along with tutorials and site support
• Adds power to traditional marketing
Adds power to traditional marketing
 Interactive Community y
• Gives users and organizations their own identity
• Connects your organization with the public,
including supporters, donors and advocates of all
l d d d d f ll
ages!
Copyright© 2012

25. Opportunities
O t iti
 Mutually Beneficial
Mutually Beneficial
• Allows you to listen and respond on a personal,
integrated level (audience‐centric communication)
•UUse as an educational resource, a recruitment tool, and
d ti l it tt l d
outlet for prospective donors/supporters
 Public Relations Boost
• Spreads your message while enhancing SEO
• Facebook has over 750 million active users and/or
b kh ll d/
brands to potentially reach
Copyright© 2012

26. Facts
F t
Inbound marketing leads cost 62% less than outbound
marketing.
 93% of Americans believe an organization should have a
social media presence.
 56% of American consumers feel a stronger connection
with—and better served by brands they can interact with
online.
Copyright© 2012

27. Social Media
It IS…
It IS… It is NOT…
It is NOT…
• Consumer‐driven • Controlled
• TTransparent
t • IImpersonall
• Engaging • Formal
• Inclusive • Exclusive
• Sincere • One‐sided
One sided
Copyright© 2012

28. Social Media…Why Use It?
1. Connect, Collaborate, Share.
2. Increase visibility.
3. Cross‐promote your message and
3 Cross‐promote your message and
campaigns!
Copyright© 2012

29. Copyright© 2012

30. Increase Visibility
I Vi ibilit
• Social media is organized around common interests.
‐ Ex. LinkedIn for professional contacts, Facebook for
content sharing, Twitter for real‐time updates with followers
content sharing Twitter for real‐time updates with followers
• To leverage these communities for your organization,
you must be an engaged, valuable resource.
– Ex. Interact by providing up‐to‐date project information,
replying to comments, offering online support, sharing
replying to comments, offering online support, sharing
content, testimonials, etc.
Copyright© 2012

31. Cross‐promote!
• Ensure that all platforms seamlessly connect
and support one another!
d h !
• Even your website!
Copyright© 2012

32. Have a Social Media Plan
• Identify the purpose for using social media
• Set goals for what you want to accomplish
• Develop organization policies
• Determine your strategy
• Implement it!
Copyright© 2012

33. A platform that gives people the power to
communicate more efficiently with their friends,
i ffi i l i h h i f i d
family, businesses and brands by providing
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technologies that facilitate the sharing of
information‐‐ making the world more open and
connected.
Copyright© 2012

34. Facebook
F b k
• Share content
Share content
– From Supporters
– From Complimentary Resources
– From Past/Current/Future Events
ROI: Strong sharing element… Exposes your brand and
cause to a current and new audience, as well as
establishes trust within your niche and partners
t bli h t t ithi i h d t
Copyright© 2012

35. Facebook Tips
F b k Ti
• Install applications to integrate feeds from your blog, e‐
Install applications to integrate feeds from your blog, e
newsletter and other social media accounts
• Obtain a Facebook URL so people can easily find you; this
Obtain a Facebook URL so people can easily find you; this
will also enhance SEO
• Share useful industry related articles and links to
Share useful, industry‐related articles and links to
presentations that will interest supporters and establish
credibility
• Link to network or industry pages related to your niche
and mission to stay up‐to‐date on hot topics
Copyright© 2012

36. Websites Matter

37. Website Design
Website Design
• Project a uniform image through consistent design, colors,
and branding
d b di
• Maintain a consistent layout and toolbar
•Tip: Have your logo on every page and link it to your
Homepage, always
• Provide a value proposition that tells readers immediately:
•What your site is about
Th b fit it ill id t th
•The benefit it will provide to them
•Why they should keep using it!

38. Design Do’s & Don’ts
Design Do’s & Don’ts
• Do use a consistent, specific color palette
• Do have your logo on every page!
• Do have a consistent navigational toolbar!
• Don’t use low‐quality, fuzzy or stretched images
• Do make sure your mission and cause is clear
everywhere!

39. Consistent toolbar at top of every page!
Call to Action!

40. Website Content
Website Content
Consider This
C id Thi
 Is it simple for a visitor to understand what my
organization does to make a difference?
 Is it easy for a visitor to find ways to support my
organization s work?
organization’s work?
Can a visitor quickly take action once they’ve
decided to?

41. Website Usability
Website Usability
 Usability is a necessary condition for website’s
y y
survival. If a website is difficult to use or navigate,
people leave.
Is your website usable?
 Quick and easy to navigate
Quick and easy to navigate
 Efficient to use
 Allows rapid recovery from errors
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 Provides an enjoyable, informative experience

42. Website Usability
Website Usability
Top 10 Reasons Visitors Want to Return to Your Site:
Easy navigation (74%)
Quick download time (65%)
Frequently Updated information (58%)
Content Quality (57%)
Content Quantity (30%)
Q y( )
Content Organization (40%)
Prompt Customer Service (40%)
Website Search Tools (25%)
Website Search Tools (25%)
Layout of Homepage (20%)
Enjoyment (19%)

43. Website Usability
Website Usability
Tips:
‐ Create obvious and simple interface.
‐ Create ‘easy to read’ paragraphs, not using small text or
font size.
‐ Utilize fast, downloadable pages—visitors hate to wait.
‐ Avoid hidden navigation; visitors need to know where and
what to click to find the info they want!

44. Website Content
Website Content
Content is the best search engine optimization
tool—and the reason people visit your page!
tool and the reason people visit your page!
Provide timely, updated information
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 Have links that are live and active
 Copy and accompanying graphics should be compelling and
useful
 Content should not compete side‐by‐side for visitor’s
attention

46. Website Content
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 Create ways to engage with your audience and supporters
(from donors and volunteers!)
 Make sure it is easy to “Donate Now”
y
 Offer a place to sign up for your e newsletter!
Offer a place to sign‐up for your e‐newsletter!

47. Audience Engagement Links
Donate Now + Different Ways to Give!

48. Multimedia Sharing
M lti di Sh i
‐ Share audio, video and images directly on your website or
blog!
‐Ex. Boost interest with before/after footage of a project;
highlight testimonials with a video; create educational
videos for kids

50. Measuring Your Results
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51. Measurement
Google Analytics
Google Analytics
‐ Track your websites visitors and see where they are
coming from (social media, e‐newsletter, dif. website)
i f ( i l di l tt dif b it )
‐ See what pages of your website visitors are viewing;
compare and contrast effectiveness!
‐ Helps determine what changes (content/updates)
Helps determine what changes (content/updates)
to make in order to improve effectiveness!

52. Ex. Google
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Analytics
Insight Page

53. Research Your SEO
R hY SEO
• Register with social media and web site search
h l d d b h
engines
– Google Alerts
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– SocialMention
– Technorati
– Mashable
– Digg
• Conduct searches regularly
Copyright© 2012

54. Reports
• Review reports from platforms
Review reports from platforms
• Facebook Insights develop metrics around your
content
• Gather data from the IT Department or the company
that handles your web site
y
• If you don’t already have Google Analytics on your
web site, get it!
• Review the details to measure your success
Copyright© 2012

55. Facebook Insights (Ex.)
Facebook Insights (Ex )
Copyright© 2012

56. Now What?
Now What?
The Take‐Home Checklist
 Do I regularly review my website statistics?
 Do I have a clear idea of what an online conversion is for my
y
organization?
 Have I updated my website in the last week/month?
 Do I have a strategy for growing my web presence?
Do I have a strategy for growing my web presence?
 Does my website accurately reflect my brand?
 Am I soliciting user feedback?
What user feedback have I heard lately?
 h f db k h h dl l

57. What can we do for you?
What can we do for you?
DNA provides full‐service assistance for all of
your online communications, from website
your online communications, from website
recommendations, and electronic newsletter
programs to social media strategies. We will
programs to social media strategies. We will
work with you in a variety of ways to enhance
your online presence!
your online presence!
Copyright© 2012

58. Full Service Social Media Planning
Full Service Social Media Planning
& Implementation
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• DNA will serve as your social media liaison and
DNA will serve as your social media liaison and
provide your organization with regular updates,
training workshops and maintenance for each of
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your social media platforms. For details on this
option, please call 864‐235‐0959 ext. 1.
Copyright© 2012

59. Need Help?
Need Help?
Call DNA for the development of your strategic
social media plan or hands‐on workshop
training
DNA Creative Communications
DNA Creative Communications
864‐235‐0959
dana@dnacc.com
www.dnacc.com
Copyright© 2012