DIGITAL STRATEGIES FOR NOT-FOR-
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1 CORNERSTONE GROUP OF COMPANIES: DIGITAL STRATEGIES FOR NOT-FOR- PROFITS
2 INTRODUCTION G E N E V I È V E L A R O S E A C C O U N T S U P E R V I S O R, D I G I TA L C O R N E R S T O N E G R O U P O F C O M PA N I E S D U O N G T H A I D I R E C T O R, D I G I TA L C O R N E R S T O N E G R O U P O F C O M PA N I E S 2
3 WE ARE NOT A TYPICAL D IGITAL AG ENCY. OUR ABSOLUTE FOCUS IS ON PERFORMANCE. Experts on setting up effective acquisition campaigns across all digital media platforms. Experts on SEO, website usability, content, architecture, and conversion strategies. Experts on analyzing online traffic and providing actionable reports. IDENTIFY + F IND P ROSPEC TS TURN P ROSPEC TS INTO SALES UNDERSTAND BEHAV IOURS, CREATE STRATEG IES 3
4 TODAY S AGENDA W H AT D O E S T H E D O N O R J O U R N E Y LO O K L I K E O N L I N E? W H AT A R E YO U R P R O S P E C T S D O I N G O N L I N E? H OW S H O U L D YO U B E TA L K I N G TO T H E M O N L I N E? W H E N S H O U L D YO U A S K T H E M F O R A D O N AT I O N? H OW D O YO U T I E TO G E T H E R A L L O F YO U R E F F O R T S S O YO U G E T A C O N S O L I DAT E D V I E W O F H OW YO U R O N L I N E E F F O R T S A R E P E R F O R M I N G? D O E S O N E V I E W E X I S T? ( S P O I L E R A L E R T Y E S, A N D W E K N OW H OW YO U C A N D O I T ) 4
5 THE DONOR JOURNEY 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO THE CAUSE 5
6 CROWDED SPACE
7 MICRO MOMENTS OVERVIEW WHAT IS A MICRO MOMENT? MOMENTS WHEN CONSUMERS AC T ON A NEED.
8 MICRO MOMENTS OVERVIEW 1. BE THERE 2. BE USEFUL 3. BE QUICK 4. CONNEC T T H E D OTS
9 MICRO MOMENTS: 1. BE THERE A B O U T 1 4 M I L L I O N C A N A D I A N S C H E C K T H E I R FA C E B O O K N E W S F E E D S D A I LY. T H E R E A R E O V E R A T R I L L I O N S E A R C H E S A Y E A R O N G O O G L E A N D I T S E S T I M AT E D T H AT G O O G L E H A S A % S H A R E I N C A N A D A. N E A R LY 7 0 % O F C A N A D I A N S WAT C H YO U T U B E AT L E A S T M O N T H LY T H E AV E R A G E C A N A D I A N U S E R C H E C K S H I S O R H E R I N S TA G R A M A P P A N AV E R A G E O F 1 1 T I M E S A D AY, S I X D AY S A WEEK 9
10 MICRO MOMENTS: 2. BE USEFUL 10
11 MICRO MOMENTS: 2. BE USEFUL 5 1 % O F S M A R T P H O N E U S E R S H AV E P U R C H A S E D F R O M A C O M PA N Y O R B R A N D OT H E R T H A N T H E O N E T H E Y I N T E N D E D TO B E C A U S E T H E I N F O R M AT I O N T H E Y P R OV I D E D WA S U S E F U L. 7 3 % O F C O N S U M E R S SAY T H AT R EG U L A R LY G E T T I N G U S E F U L I N F O R M AT I O N F R O M A N A DV E R T I S E R I S T H E M O S T I M P O R TA N T AT T R I B U T E W H E N S E L EC T I N G A B R A N D. 6 9 % O F O N L I N E C O N S U M E R S A G R E E T H AT T H E Q UA L I T Y, T I M I N G, O R R E L E VA N C E O F A C O M PA N Y S M E S SAG E I N F LU E N C E S T H E I R P E R C E P T I O N O F A B R A N D. 11
12 MICRO MOMENTS: 2. BE USEFUL 12
13 MICRO MOMENTS: 3. BE QUICK 2 9 % O F S M A R T P H O N E U S E R S W I L L I M M E D I AT E LY S W I TC H TO A N OT H E R S I T E O R A P P I F I T D O E S N T SAT I S F Y T H E I R N E E D S ( F O R E X A M P L E, T H E Y C A N T F I N D I N F O R M AT I O N O R I T S TO O S LOW ). O F T H O S E W H O S W I TC H W E B S I T E S, 7 0 % D O S O B ECAU S E I T TA K E S TO O LO N G TO LOA D. O F T H O S E W H O S W I TC H, 6 7 % W I L L S W I TC H I F I T TA K E S TO O M A N Y S T E P S TO P U R C H A S E O R G E T D E S I R E D I N F O R M AT I O N. 13
14 MICRO MOMENTS: 3. BE QUICK 14
15 MICRO MOMENTS: 4. CONNECT THE DOTS 15
16 THE DONOR JOURNEY 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 16
17 THE DONOR JOURNEY 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 17
18 THE DONOR JOURNEY 1. AWARENESS / FAMILIARITY INTRODUCE YOURSELF TO POTENTIAL DONORS. OBJEC TIVES: D RIVE AWARENESS OF YOUR ORG A NIZATION. IF POSSIBLE BRING PEOPLE TO A SITE TO BE ABLE P OOL THEM TO DETERMINE WHAT THEY ARE INTERESTED IN IN ORDER TO SEG MENT THEM INTO REMARKETING AUDIENCES. 18
19 1. AWARENESS / FAMILIARITY: PLATFORMS
20 2. CONSIDERATION / EVALUATION 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 20
21 2. CONSIDERATION / EVALUATION 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 21
22 2. CONSIDERATION / EVALUATION 1. BE THERE 2. BE USEFUL 2. CONSIDERATION / EVALUATION GET USERS TO ENGAGE WITH YOUR BRAND. O B J EC T I V E S : I N T E R A C T W I T H C O N T E N T O N YO U R S I T E. E N G A G E W I T H YO U R B R A N D O N S O C I A L C H A N N E L S. 22
23 2. CONSIDERATION / EVALUATION 2. CONSIDERATION / EVALUATION GET USERS TO ENGAGE WITH YOUR BRAND. REMARKETING! 23
24 2. CONSIDERATION / EVALUATION 2. CONSIDERATION / EVALUATION YO U C A N U P L O A D YO U R L I S T T O FA C E B O O K T O U S E A N I N C L U S I O N O R E XC L U S I O N F I L E. V I S I T O R S T H AT C O M E T O YO U R W E B S I T E O R M O B I L E A P P C A N B E TA R G E T E D W H E N T H E Y A R E O N T H E I R FA C E B O O K PA G E S. 24
25 2. CONSIDERATION / EVALUATION 2. CONSIDERATION / EVALUATION S TA N D A R D R E M A R K E T I N G D Y N A M I C R E M A R K E T I N G R E M A R K E T I N G F O R M O B I L E A P P S R E M A R K E T I N G L I S T F O R S E A R C H A D S V I D E O R E M A R K E T I N G E - M A I L L I S T R E M A R K E T I N G G M A I L S P O N S O R E D A D S R E M A R K E T I N G 25
26 3. PURCHASE / DONATION 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 26
27 3. PURCHASE / DONATION 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 27
28 3. PURCHASE / DONATION GET USERS TO MAKE A DONATION. O B J EC T I V E S : B E C O M E A M O N T H LY, O N E - T I M E, I N - M E M O R I A M D O N O R. G E N E R AT E L E A D S. 3. PURCHASE / DONATION 3. BE QUICK 28
29 3. PURCHASE / DONATION GET USERS TO MAKE A DONATION. B R A N D E D S E A R C H T E R M S R E M A R K E T I N G L I S T F O R S E A R C H A D S S H O P P I N G C A M PA I G N S D Y N A M I C R E M A R K E T I N G 3. PURCHASE / DONATION 29
30 3. PURCHASE / DONATION GET USERS TO MAKE A DONATION. B R A N D E D S E A R C H T E R M S R E M A R K E T I N G L I S T F O R S E A R C H A D S S H O P P I N G C A M PA I G N S D Y N A M I C R E M A R K E T I N G 3. PURCHASE / DONATION 30
31 4. LOYAL TO CAUSE 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 31
32 4. LOYAL TO CAUSE 1. AWARENESS / FAMILIARITY 2. CONSIDERATION / EVALUATION 3. PURCHASE / DONATION 4. LOYAL TO CAUSE 32
33 4. LOYAL TO CAUSE KEEP THE CONVERSATION OPEN AND ACTIVE. O B J EC T I V E S : B E C O M E A M O N T H LY D O N O R. I N T E R A C T W I T H T H E B R A N D O N A R EG U L A R BASIS. S H A R E A M O N G S T F R I E N D S / FA M I LY. 4. LOYAL TO CAUSE 33
34 4. LOYAL TO CAUSE KEEP THE CONVERSATION OPEN AND ACTIVE. BLASTS SOCIAL MEDIA / SOCIAL MEDIA ADV ERTISING LOYALTY PROGRAMS 4. LOYAL TO CAUSE 34
35 MICRO MOMENTS: 4. CONNECT THE DOTS 35
36 THE PLANNING STAGE YOU NEED TO FIRST D O FAC T FINDING TO GET AN U N D ERSTANDING OF YOUR BASIC NEEDS FOR THE SHORT AND LONG TERM. QUESTIONS YOU SHOULD ASK YOURSELF: WITHIN YOUR ORG ANIZATION, WHO WILL BE LOOKING AT THE DATA? WHAT TYPE OF INFORMATION ARE YOU LOOKING FOR? WHAT REPORTING ARE YOU LOOKING FOR? 36
37 THE AUDIT STAGE P L AT F O R M / C M S / P LU G - I N S. I S T H E R E A N Y C U S TO M M O D I F I C AT I O N TO T H E B A S E C O D E? I D E N T I F Y A L L C R O S S D O M A I N T R A C K I N G. I D E N T I F Y A L L S U B - D O M A I N T R A C K I N G. I D E N T I F Y I S T H E R E A R E A N Y V I R T UA L PA G E V I E W S O R PA G E N A M E R E W R I T E S. I D E N T I F Y A L L I N T E R A C T I O N S B E I N G T R A C K E D. I D E N T I F Y I F C A M PA I G N S A R E B E I N G T R A C K E D. I D E N T I F Y I F S O C I A L I S B E I N G T R A C K E D P R O P E R LY. I D E N T I F Y I F ECOMMERCE /DONAT I O N S A R E B E I N G T R A C K E D. I D E N T I F Y IF THERE'S A N Y S I T E S EA R C H A N D I F I T I S B E I N G T R A C K E D P R O P E R LY. A R E T H E R E A N Y C U S TO M VA R I A B L E S S E T U P? 37
38 IMPLEMENTATION IMPLEMENTING CHANGES WITH A PROJ EC T P LAN DETAILING EXAC TLY WHAT YOU NEED TO DO AND THE TIMING TO ACCOMPLISH. 38
39 MAINTENANCE AND REPORTING IMPLEMENT D ETAILED AC TION P LANS AND THAT WILL HELP YOU MEET YOUR OBJEC TIVES. S ET UP REPORTING AND REPORT ANALYSIS SO THAT YOU CAN V ISUALIZE YOUR DATA. 39
40 ONE VIEW 40
41 ONE One VIEW View 41
42 USER One JOURNEY View FLOW H O W D O V I S I T O R S G E T T O Y O U R S I T E? W H AT D O V I S I T O R S D O O N Y O U R S I T E? D O T H E V I S I T O R S D O W H AT Y O U W A N T T H E M T O D O? E M A I L P A I D M E D I A WEBSITE O R G A N I C D I R E C T R E F E R R A L W H AT S H O U L D W E T R A C K? W H Y S H O U L D W E T R A C K I T? H O W S H O U L D W E C AT E G O R I Z E T H E I N F O R M AT I O N? 42
43 One ONE VIEW View 43
44 WHERE TO SPEND MONEY WHAT CHANNELS AND IN WHAT PROPORTION WORK TOGETHER TO PRODUCE THE BEST RESULTS? SHOULD I SPEND MORE MONEY ON MY OFFLINE CAMPAIGNS? SHOULD I SPEND MORE MONEY ON MY ONLINE CAMPAIGNS? 44
45 SETUP & TRACK YOU TAG THE USER TRACK THE USER S INTERAC TION BOTH ONLINE AND OFFLINE BY P LATFORM, CHANNEL & DEVICE. 45
46 MAKING THE LINK 46
47 CONSOLIDATE THE DATA AND REVIEW ONE VIEW 47
48 THANK YOU! GENEVIÈVE LAROSE ACCOUNT SUPERV ISOR, D IGITAL X 2178 G L A R O S C S TO N E C O M PA N I ES.COM DUONG THAI D IREC TOR, D IGITAL X 2425 DT H A C S TO N ECOMPA N I E S.COM
49 RESOURCE CENTER GOOGLE MICRO MOMENTS PDF GOOGLE MOBILE FRIENDLY TEST WEB DEVELOPERS PAGE SPEED LOAD TEST 49
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