Did You Google It? Presentation

Did You It?
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“Did You Google It?” #searchchurch

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The William Way Community Center
• Location: 1315 Spruce Street,
Philadelphia, PA 19107

• Mission: The William Way LGBT
Community Center seeks to
encourage, support, and advocate
for the well-being and acceptance
of sexual and gender minorities
through service, educational,
recreational, and cultural
programming.

• Website: www.waygay.org
• Facebook: /waygayphiladelphia
• Twitter: @waygay
• Email: info@waygay.org


Set It and Forget It Analytics
By Ethan Lyon


I don't have time & I'm not a data nerd

“Did You Google It?” #searchchurch Set It and Forget It Analytics

Don’t I need a data geek?


Let’s set it and…. forget it!


How are we going to do it?

• Set up Google Analytics
• Google Analytics Alerts
• Google Analytics Dashboards


Do you have 30 mins for me?

• 15 mins for Analytics set up
• 15 mins for alerts and reports


Why should you take 30 mins out of your day?


Do we have Analytics installed?

http://bit.ly/analyticshelper

Let's create an account and go!


Remember the name of your website?


Can you copy and paste?


Did it work?

Success!


We have data, are we being successful?


Let's focus on programs


Let's try to increase visits to social programs
http://waygay.org/programs/social.asp


Let's create some goals!


Let's add values and the conversion URL


We can mark milestones!

Annotate Events


Now we're tracking what matters, let's create alerts

• If X happens, on X day, let me know


Let’s set up our alerts to set it and… forget it!


Create the alert


Traffic has flatlined

Courtesy of Rachael Gerson (@rachaelgerson)

Email campaigns fall short


Press mentions


Track visits to broken pages

Type waygay.org/rubbish and you’ll get
something like:


Track visits to broken pages (pt 2)

Right click on page and “view page source”


Track visits to broken pages (pt 3)


Goals stop working


How to set up a dashboard

Need to Would like Could live
have to have without


This is what it'd look like

Press / Visit Top
Goals
Location Content


Let's create a high-level dashboard


This is what it'd look like


Schedule email reports to set it and forget it!


Thank you!

• Twitter: @ethanlyon
• Email: ethanl@seerinteractive.com


Content Creation Strategy
By Mike King


CONTENT IS LIFEBLOOD OF THE WEB

For inbound marketing, content is the price of admission. Make remarkable
content or you won’t be around next year.

“Did You Google It?” #searchchurch Content Creation Strategy

CONTENT STRATEGY + SEO MUST WORK

Content Strategy and SEO go hand in hand. To maximize the effectiveness
of each you should absolutely NEVER have one without the other.


WE BET OUR AGENCY ON IT

Creating remarkable content is required to build links at scale. At iAcquire
we’ve shifted our entire offering to reflect that.


WHAT DOES THIS MEAN FOR WILLIAM WAY?

Brands are the new content creators
of the future.

Watch this http://www.youtube.com/watch?v=LerdMmWjU_E

It’s time to become a brand committed
to building remarkable content targeted
at the LGBT audience.


Content Audit


EVERYTHING IS CONTENT!

I did a complete content audit of assets across the William Way
ecosystem….


WHAT I FOUND

41 HTML Pages
(excluding individual calendar entries)

14 PDFs
9 YouTube Videos
4 Vimeo Videos
(2 exclusive to Vimeo)


WHAT WAS LINK-WORTHY?

The only thing link-worthy on the site right now is the annual report PDF.
Other things may be ephemerally share-worthy, but nothing else on the site
is likely to naturally attract links.

THE INTERNET HATH SPOKEN!

Apparently, I’m not the only one who feels this way. Only 3 URLs on
the site have external links and 2 of those are the homepage.


THE INTERNET AGREES AGAIN!

According to this Social Crawlytics (http://socialcrawlytics.com/) report your
content doesn’t get much traction in social media and most activity is in
Facebook.

BUT!

…ALL IS NOT LOST

Much of the content on the site can be spiced up with a few engaging
additions and made link-worthy.


PUT THE VIDEOS ON THE SITE

Place the videos on the William Way site itself (using Wistia) and leverage
transcripts (using Speechpad.com) and video sitemaps to improve visibility. While
you’re at it put the other 2 videos on YouTube.


MAKE MORE VIDEOS

Video appears to be the strong suit of William Way’s content creation.
Leverage the community create more video assets for every event that
happens in the Community Center.

ADD PICTURES, MAPS

Add richer media to
existing pages to make
them more compelling and
share-worthy.

Give them as much of an
experience is possible
without them having to
leave the William Way site.


USE GOOGLE CALENDAR

The Calendar is a large draw to both the site and the community center
itself. Place it on Google Calendar so that it is easily shared and imported by
users.

PUSH MORE TO SOCIAL

William Way’s social accounts don’t update as often as events happen.
Reminders of events and live-tweeting of special events should be
implemented.

MAKE IT EASY TO SPREAD THE WORD

Incorporate social share buttons that allow people to share the event that
they have signed up to attend.


PULL MORE FROM SOCIAL

Black Milk Clothing pulls pictures of
people wearing their garments from
hashtagged pictures on Instagram
and Twitter.

Do the same for event specific
hashtags.


THE NEW DESIGN

Make “Donate” Stand out

The new design of the site is great. I
thank you, the internet thanks you.

Only real suggestion I’d give is:

Make the donate button a different color or

size so it draws more attention.


Content Strategy


PERSONAS
MONEYBAGS MONTY LIVELY LISA SELF-CONSCIOUS SUE PROUD PETE

• Moneybags Monty is a 36 year Lively Lisa is 32 year old Self-Conscious Sue is a 31 Proud Pete is a 24 year old out
old gay suburban home owner social butterfly who is proud bi-sexual recent divorcee of work college grad who has
who is has an active voice in to let her lesbian “wings” fly. mother of one, who is very recently told his family he was
the LGBT community. Bob She currently works in concerned about her job and gay. “Coming out” has given
works for a Fortune 500 Philadelphia and lives just how much the housing Pete a new out look on life, and
company in Philadelphia and outside of the city. Her main downfall will affect her and being out of work give him plenty
has a disposable income which concerns in life is finding her family. Being a single of time to have a very heavy
he uses to partake in the finer love, her career and raising gay mother, her concerns online social presence, which is
things in life. While most of his a family one day. While she vary from LGBT political greatly influences by his friends,
social beliefs fall in align with does have her hand in all issue as well as social limited budget and being openly
the LGBT community, he is aspects of social media on a acceptance of lesbians in gay.
very fiscally responsible. daily basis, LGBT issues America. And how her sex
However being a fiscal aren’t the focus of her life. life would affect the raising of
conservative does not hinder
And mostly places her her child
his willingness to donate to
sexuality on the back burner
LGBT based organizations.


PERSONAS
MONEYBAGS MONTY

KEY INSIGHT

MoneyBags Monty thinks of his involvement as
both a lifestyle and a sociopolitical statement.

He needs to be armed with content that he can
• Moneybags Monty is a 36 year
old gay suburban home owner
who is has an active voice in
use to make his statement.
the LGBT community. Bob
works for a Fortune 500
company in Philadelphia and
has a disposable income which
he uses to partake in the finer
things in life. While most of his
social beliefs fall in align with
the LGBT community, he is
very fiscally responsible.
However being a fiscal
conservative does not hinder
his willingness to donate to
LGBT based organizations.


PERSONAS
LIVELY LISA

KEY INSIGHT

Lively Lisa’s participation is like to be
intermittent as she recognizes herself
as part of the LGBT community but she
Lively Lisa is 32 year old
doesn’t use it to define her everyday
social butterfly who is proud
to let her lesbian “wings” fly.
life.
She currently works in
Philadelphia and lives just
outside of the city. Her main
concerns in life is finding Capture her regularly with reactions to
love, her career and raising a
family one day. While she
does have her hand in all
news
aspects of social media on a
daily basis, LGBT issues
aren’t the focus of her life.
And mostly places her
sexuality on the back burner


PERSONAS
SELF-CONSCIOUS SUE

KEY INSIGHT

Self-Conscious Sue is looking for
answers and is likely to be engaged in
social media daily. She’s like to blog,
participate and share content on her Self-Conscious Sue is a 31 bi-
quest to solidarity. sexual recent divorcee mother
of one, who is very concerned
about her job and how much
the housing downfall will
affect her and her family.
Self-Conscious Sue is likely to be the Being a single gay mother,
her concerns vary from LGBT
most active content consumer in the political issue as well as
social acceptance of lesbians
mix. in America. And how her sex
life would affect the raising of
her child


PERSONAS
PROUD PETE

KEY INSIGHT

Proud Pete is the quiet supporter who
will become a one of the loudest
members of the audience once he
“comes out.” Proud Pete is a 24 year old out of
work college grad who has
recently told his family he was
Proud Pete will ultimately become a gay. “Coming out” has given Pete
a new out look on life, and being
out of work give him plenty of
large consumer and creator of content time to have a very heavy online
social presence, which is greatly
in this space. influences by his friends, limited
budget and being openly gay.


CORE STRATEGY

“We will develop informative, educational
and entertaining content for distribution
on the William Way site and across social
media channels with the goal of
increasing membership, Share of Voice in
the LGBT conversation and overall brand
awareness in the Philadelphia
community.”


BRAND PROMISE

“The William Way Community Center
seeks to encourage, support, and
advocate for the well-being and
acceptance of sexual and gender
minorities through service, recreational,
educational, and cultural programming.”


tactics.


The Smartest Thing I Can Ever Say

Eliminate the
distance between
what’s happening
online and offline.

SHOWCASE THE PEOPLE

Chicago’s Center on Halsted
focuses on the people that are a
part of the community and have
joined the center.

Place them front and center and
you will find people are far more
likely to engage.


HUMANIZE THE BRAND

The GSA network does a great
job of putting their team front
and center and showing there
are actual people on the other
side.


TELL COMPELLING STORIES

There’s a variety of ways to tell stories online. Some have used the
Storybird.com children’s book format to create great content around the
subject, you can also use video as well.

PLAY UP DONATIONS

Working on the Big Brothers
Big Sisters “Start Something”
campaign we saw an uptick
in donations after a counter
was installed.


COMMUNITY BLOGGERS

Turn members of the community
into thought leaders by leveraging
their writing talents for a daily blog
about all the topics that align with
William Way’s business goals.

Use this to spotlight community
members as well.


USTREAM EVENTS

Broadcast community center events
online so those that cannot be there
can enjoy and those from other cities
can see what they are missing.

You can also use the recordings as
content after the fact.


ENGAGE COMMUNITY IN SOCIAL MEDIA

Tweetups, Google Hangouts and Polls on Facebook are all easy and
repeatable ways to engage the community in social media.


VISUALIZE YOUR DATA

Infographics work. Give people
something portable and they
will spread it and link to it.


CREATE GUIDES

Like any other niche the LGBT community can benefit greatly from definitive
guides that educate and entertain.


MORE IDEAS

Add An Online Community
Comment On News
Crowdsource Video
#Tweetups

I wanted to suggest more of these things, but I think we’ve loaded up with
enough to get it started!


HOW DO YOU COME UP WITH CONTENT IDEAS?

ASK EAVESDROP STEAL

Post Questions to your Do keyword searches in See what your
audience in social free social listening competitors made and
media tools make a better version of
it
80


Keyword Research


INFORMATION ARCHITECTURE

Each page should have 2-3 keywords associated with it.


I’LL START YOU OFF


THE REST IS UP TO YOU

Input a keyword or a URL, set Match Type to [Exact] go for the ones with enough Local Monthly Searches.
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestTyp
e=KEYWORD_IDEAS


MAXIMIZING KEYWORD USAGE
Page Titles should be up to 70 characters, unique,
keyword-relevant, start with the target keyword.

Meta Descriptions should be up to 155 characters,
unique, keyword-relevant and include a call to action.

Heading Tags should be keyword-relevant, there
should be only one H1.

Images should have keyword-relevant filenames and
alt attributes.

URLs should be short and keyword-relevant without
queries.

Body Text should have keywords distributed naturally
and evenly throughout.


INTERNAL LINKING STRUCTURE

Each page owns a keyword. The first
time a keyword or a variant is
mentioned on any page link back to
its owner.

Do a quick keyword search in the
Adwords tool when titling your
articles and determining the keyword
a new page owns.


Content Calendar


6-MONTH CONTENT CALENDAR

July Aug Sept Oct Nov Dec

Content Development

Topic Focus TBD TBD TBD TBD TBD TBD

Plan out themes for the next six months, potentially around LGBT holidays
and create big content around those themes.


CONTENT SCHEDULE

One Blog Post per weekday (minimum)
Weekly Google Hangout
Monthly #lgbtchat tweetup
Bi-weekly Other content launch
(Video, infographic, etc).

Stick to this schedule and push this content out to social at 9am, 12pm,
3pm, 5pm and 9pm in addition to your mailing list and you will build
traction.

EXAMPLE SITES

www.gaycenter.org/
http://www.huffingtonpost.com/gay-voices/
http://www.gaycenter.org/
http://www.centeronhalsted.org/
http://www.centralpalgbtcenter.org/

These are some of the sites I looked at that had elements of great content
strategy. Under this plan William Way is poised to be even better!


Thank You!

MICHAEL KING
Director of Inbound Marketing

www.iacquire.com

mike@iacquire.com

@iPullRank


Link Building
By Wil Reynolds


How this event came to be?

“Did You Google It?” #searchchurch 93

TY
@jaibee


If you build it they will come

Links =
TRUST

Great content - Links
=
No SE traffic


Great content - Links /
Social
=
No traffic


What are your goals?


Donors
Advocacy
Engagement
Memberships


How can Google make
that happen?


Higher Rankings


Higher Rankings
+ traffic (advocacy)
+ attendance (engagement)

More donors!! 

Poll:

Philadelphia Gay Calendar
Philadelphia Gay Events


Tool #1
Google.com


Tool #2
Google Keyword Tool


Site:yoursite.com intitle:keyword


What is a title?

Current title of events page
“William way community
center”


What if it was…


New title of events page
“Philadelphia Gay Calendar
& Events for the LGBT
Community”


30 second change

Gets you in front of
Thousands more people


10 – 20 opportunities


Content Drives Links


Am I writing content
people want?


Missing a chance to
help couples!


Am I using the right words
on my site to achieve my
objectives?


Events are a big
source of fundraising


Homepage?


Assets:
Events / Archives


No link 


Google Alerts


.org?
Or
.com?


Opensiteexplorer.com


Thank you!

• Twitter: @WilReynolds


5 Ways To Bootstrap Marketing
By Tom Critchlow


1) A Visible Simple Metric

http://mygengo.com/about-us/blog/why-your-startup-needs-a-visual-dashboard/

“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing

2) Hustle > Marketing

http://www.distilled.net/linkbait-guide/


3) Do One Thing Often


4) Build A Platform


5) The Secret Ingredient


5.5) Cheat

Dear William Way Center, here's a list of
folks I think you should reach out to:
• http://www.phillymag.com/best_of_the_gayborhood/index.
html
• http://followerwonk.com/bio/?l=Philadelphia
• http://lgbtfriends.meetup.com/cities/us/pa/philadelphia/
• http://www.edgephiladelphia.com/
• http://www.outbrands.com/leadership.html


Thank you!

• Twitter: @TomCritchlow


Q&A Time


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