tech classroom stop! the new best features in web communications and social media that you need to...
TRANSCRIPT
Tech ClassroomSTOP! The NEW Best Features in Web
Communications and Social Media that You Need to Be Utilizing...YESTERDAY!
Your Communication Foundation
Design isn’t about eye-candy. It’s about problem-solving. If your Web “design” isn’t solving quantifiable issues, then
it isn’t design: it’s “decoration.”
-I Want To Be A Web Designer When I Grow Up
• By Michael Aleo
smashingmagazine.com
Why you should become friends with a 5 year old
What does Web 2.0 look like?
From getting information- to sharing and interacting with the internet
What does Web 3.0...4.0...5.0 look like?
The internet. My way.
Common Web Myths
● It’s okay if my website is out of date
● My story can’t be told in an email
● We don’t need to be on social media
● We are not afraid of change, we just don’t want it
● We don’t need technology for our organization to grow
Case Study: St. John of the Cross
stjohnofthecross.org
Defining Success
What would you wear to a professional interview?
➔ Undergarments: Your Foundation; Your Blueprint
➔ Shoes and Socks: The Applications to Keep You Moving
➔ Pants: Branding and Design
➔ Blouse or Collared Shirt: Layout of Pages, Made to Fit You and Adapt
➔ Hair/Face: Content and Messaging
➔ Accessories: Extensions of Your Brand (Social Media)
#1 ProblemIgnoring the obvious audience
Young donors are open to making small donations more frequently:
● 52 % said they would be interested in making monthly gifts to an organization.
● 70 % said they would be willing to raise money for an organization they cared about
● 64 %said they had raised money in a fundraising walk or race
● 84 % saying they want to give through a Web site
http://philanthropy.com/article/Young-Donors-Turned-Off-By/140435/
Today, people under 25 make up 43 percent of the world’s population – in some
countries, that number is as high as 70 percent. (
http://socialmediatoday.com/donaldbulmer/1252111/mpowering-change-generation
)
Other Barriers to Success
Management● Updating
○ When was the last time you...○ Three out of four donors born from 1979 to 1994—a
generation often referred to as “millennials”—said they were turned off when a nonprofit’s Web site had not been updated recently.*
● Say “No” to cookies!○ Would Starbucks do it?
*Millenial Impact Report, 2013
Barriers to Success
Management● Insourcing vs. Outsourcing
○ Organizational growth on fixed budget
● 5.0 Mentality○ “What’s Next”
● Resource Allocation○ Time○ Money
■ Invest in the web or “it” won’t invest in you
Barriers to Success
“Advertising”
Getting the message known is easier than getting people to come- tracking message to action
Do not “poster-blind” the user
People prefer interacting with individuals more than brands
Advertising does NOT equal engagement
http://www.idealware.org/blog/engaging-youth-nonprofits
Take a look at your websites:
EngagementWhy and How
Ex. Resource Library- Dominicans
MessagingAudience POV
Ex. Demographic Menu Bar- Boiler Catholics
Brand familiarity and legitimacySTAY on Website...All the Time
Ex. Online Giving- SJC
InspirationYouTube number 2 search engine
Ex. Holy Family Academy
http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/)
Where are we?Audit Questions
● What’s the need or problem the organization addresses?
● What are they doing about it?
● How effective are they? Results? Stories?
● Do they need my help? Why?
● What will they do with my money/time/effort?
http://www.themillennialimpact.com/usertesting-donationpage
Website Development for Religious Organizations
➢ Keep your donation pages on your website
➢ Explain your history visually and artistically!
➢ How have you impacted your world- “Show Me” Tools
➢ How to engage all age demographics- Homepage Layout
➢ Answer: Where do you want to go in the future? What is your success story?
Email Integration
Can’t have a website be successful without email and can’t have email marketing be successful without a website
Opportunity to drive to website via e-blast page layout
Easy access to sign-up- testing user experience
Segmentation Examples and Integration
http://www.themillennialimpact.com/usertesting-emailtextheavy
http://www.themillennialimpact.com/usertesting-mobileemail
Email Marketing for Religious Organizations
➢ STOP heavy messaging
➢ Don’t forget to inspire; human face
➢ Remain sensitive to the call to act
➢ Segment, segment, segment....segment
➢ Test users interest and layouts- analytics!
Don’t Be Afraid of an Email Campaign!
Email Success Stories
● Increase traffic○ Share Links; Social Media; Forward to Friend
● Engage supporters○ Share Their Story; Survey; Poll Questions; Pictures
● Retain volunteers○ Spotlights; Awards; Impact Stories; Current Needs
Social Media Integration
Streamline the updating process
Case Study: http://viatorians.com/
Enhance YOUR brand, not theirs
Case Study: http://boilercatholics.org/
Questions vs. Notificationshttp://www.themillennialimpact.com/usertesting-facebookconversation
Social Media Management Tools
Social Media Monthly AuditWhere is your audience
Define realistic expectations
Short-term vs. Long-term goals
BufferApp, Hootsuite, TweetDeck, SproutSocial, Crowdbooster, Bitly
http://socialmediatoday.com/
Remember, important but NOT replacement
My Web:The next generation of engagement
“The Facebook Tragedy”
“When I was younger, my mom had a Facebook.” (http://mashable.com/2013/08/11/teens-facebook/)
“Facebook makes us sad.” http://abcnews.go.com/ABC_Univision/quitting-facebook/story?id=18668978&singlePage=true
“On Facebook, we are no longer just users, we are data.”http://abcnews.go.com/ABC_Univision/quitting-facebook/story?id=18668978&singlePage=true
Facebook is like a toilet, everyone has one. http://www.youtube.com/watch?v=UGEmBCf5FSI
Another Platform?Not Really...
Why Go Internal: People are looking for community
Communication channels among staff are complicated
Privacy and exclusivity
Easily adaptable and convenient
How Different: Not everyone is invited
You control the content- No Ads!
More targeted segmentation/analysis
Easily integrated into other web communications
Best just to demonstrate...
DBD staging site:● Members
● Groups
● Posts
● Public or Private
● Send or Accept Invites
● Library of Resources
● Library of Media
Internal Social Media Network
➔ Engage Supporters
➔ Retain Volunteers
➔ Increase Web Traffic
➔ Communication with Staff
➔ Streamline the Work
What will your organization look like in 2020?
Story of the First Catholic PR Team...
http://www.youtube.com/watch?v=gxo2rGr7Yfg