so what about your website? · start to dominate your real estate this is your life podcast...
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So what about your website?
Kate Doodson - Cosmic
What is Get up to speed?
• Fully funded business and community support alongside roll-out of superfast broadband
• Helping to ensure we all make the most out of the superfast broadband
• Adopt – understand -- exploit
• Delivered by Cosmic Peninsula Consortium
What are we doing? Can we help?
• Trustee and boardroom briefings
• Staff engagement and learning
• Client focussed
– Hands-on Workshops – tablets, smart phones, internet beginners
– Gadget shows
– Seminars
– Briefings
– Taster sessions
– Signposting to other services
So what about my website?
what makes a good website, search engine & social essentials
and content marketing
What makes a good website?
• Good design
– Authentic photography
– Authentic words
– Content that reflects the user
– Creates DESIRE
– Compelling, singular, call to action
– EMOTIONAL IMPACT
Authentic, Emotion, impact, single call to action
Singular call to action
Telling the fundraising story – can I join in?
Compelling, single call to action
What makes a good website?
Good navigation, easy to index website
• Map the user journey
• What content and pages do the audiences want to
use/see
• And in what order? Navigation……
• Home about us contact us
• Home product page basket
• Product category home basket product 2
about us basket
Is your site designed for your donors or your board, or your staff, or your CEO?
What makes a good website?
Well delivered integration
http://www.xero.com/uk/add-ons/
What makes a good website?
Easy donation – with built in segmentation
Mobile responsive? Mobilegeddon?
Check your analytics and mobile donation sources.
What makes a good website?
A well built site
What makes a good website?...... A well used site
Website first strategy
What about
social?
#nomakeupselfie
• Social media is starting to be seen not as how charities talk about the changes they make – but how they make change happen.
• Cancer Research UK £8m in 6 days
• 221,488 mentions on Twitter
ALS Ice Bucket Challenge
ALS - $98.2m - compared
with $2.7m donated during
the same period last year.
MND - £2.7 m compared to
£200,000 a week in
donations from 22 to 29
August.
• 26 August 2014 Average daily website visits to the MND association rose from 1,400 to 153,000.
• On 29 August 2014 the ice bucket challenge had 4,483,726 Twitter mentions.
• "No one at ALS or MND sat down and planned this, it wasn't their idea, it's something that has happened to them because of social media and the internet“
Why did these work?
• Social media with (Brand) = weak links
• Social media with real friends = strong links
• These campaigns built on those strong links
• Social media is not a sale
• It’s like a little handshake or wave
• It’s not an embrace
• ‘Weak links’ that lead to relationships
@markwschaefer
How can you get followers to use their STRONG links?
Don’t ignore vanity
• Most people create the best of themselves online
• Your job is to curate that
• Find something to tap into that vanity and show cause alignment
Did you know
• 47% of consumers under 24 years old are more likely to support a brand after seeing an equality themed advert
• source Report: how brands are taking a stance report (2015)
Warby Parker – case study
Buy one, give one
Content marketing
Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
Photos
Video
Blogging
Editorial
Infographics
What are you creating?
Why Content Marketing? • Increase in engagement
• It’s favoured by 68% of customers – they prefer it
• On average it generates 54% more leads
• Some businesses have seen a 30% increase in Sales with Content Marketing (Zappos)
• More than half of B2B marketers plan to increase their content marketing budget in 2015.
• 70% of B2B marketers are creating more content than a year ago.
SEO
Content Marketing
Social Media
Photos
• Citrix blog
• Building reputation in Flexible working
• What’s interesting? Citrix downplays their invovlement
• Put audience needs first
Use more photos 53% more Likes than the average post
Show off the work you do by highlighting emotional content
Make it emotional
Create content en-pointe
How do I find the trend? • Buzzfeed – it’s not just fluffy
cats
• Google Trends - http://www.google.com/trends/hottrends
• Reddit www.reddit.com
• Klout Discovery
Make use of Buzzfeed
• What is BuzzFeed?
• BuzzFeed is a place for you to discover, share, and track everything awesome that is happening on the Internet as soon as it happens.
• 200M unique monthly visitors
• Sign up to an
• account – Facebook
Video is becoming so important… Great at explaining things Shows true emotion Project descriptions, visualisations Expert analysis, talks Case studies, testimonials Becoming significant in Search Results
Use video
And animation?
• Not a well known Charity
• So helps people to understand
Power of the infographic
Why Infographics
• Highly sharable
• Work well across print, web and social
• Can be re-used
• Easily digestible
Using influencers - Rise of the internet star
Research and use Influencers
1,784,296 subscribers on YouTube
5.1m subscribers
• Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79
How do you find influencers?
Social Media and Thought Leadership
Thought
leadership
Start to dominate your real estate
This is your life Podcast
• Downloaded 250,000 every month
• My blog is the top leadership blog in the world, with more than 400,000 visitors a month. More than 75,000 people subscribe to my daily
Thought leadership
• Blogging
• Guest blogging
• PR articles
• Video interviews
• Commissioners
• Funders
• GPs, referral routes
• Friends/carers
Thought leadership for charities
1. Carve out your niche
2. Buy-in from a senior figurehead to take the lead
3. You snooze, you lose
4. Have a clear way of measuring your thought leadership
5. Distribute across owned and earned media
6. Be in engagement mode, not preaching
Can we get involved?
• Talk to your board, staff, team
• Talk to your stakeholders, community, clients
• Workshops and seminars
• Free software and Apps
• Social media
• The future of digital for Charities
• E-marketing – SEO, PPC
• CRM
