Digital digest
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The document summarizes key topics from a digital marketing event, including social search and referrals, campaign measurement using tools from Salesforce and Google, and the importance of mobile optimization. It recommends nonprofit marketers integrate social sharing, track analytics to gain insights, and test mobile-friendly content and donations.
Digital digest
- 1. Digital digestNFPtweetup 1125 May 2011
- 2. We’ll look at…Social Search and ReferralCampaign MonitoringMobile
- 3. Social search and referral
- 4. What is it?Find content on the web that friends/colleagues have sharedBecoming an increasingly integrated part of the web experienceBased on the idea that people trust friend recommendations more than search results
- 5. Type of social referralFacebook LikeNow posts a full story to newsfeeds, giving readers more information about the linkTweets/RetweetsGoogle +1
- 8. Google +1 in search results
- 9. Bing / Facebook IntegrationLike content in your browser
- 11. Why is it important?Affects what people read the content on the webAffects how our content is ranked in search resultsImpact on our SEO strategy
- 12. Implications?Is socially referred traffic engaged? What happens to conversion rates?
- 13. What do I need to do?Get integrating!Keep up with new technologyTrack anything you implement
- 15. Social Media ROI is ‘the next big thing’
- 16. What’s happened recently?Salesforce bought Radian6$326mYoutube bought Tap11 (and Delicious.com)$?m $?m
- 17. What does it mean for us?Big name organisations are placing high value on social media measurementCompetition is driving development of better tracking and reporting toolsWe have robust numbers to base campaign proposals on
- 20. So…Get measuringGive context to numbers to gain insightUse your shiny new insight to run a better campaign next time round
- 21. slidesha.re/ilHNL7Tracking the success of your digital marketing campaigns
- 22. Mobile matters
- 24. Growth of the QR Code
- 26. What does this mean?Evolving the way we consume online contentMobile payments are becoming increasingly commonWe need to make it as easy as possible for people to donate using their mobile
- 27. What should you do?Create mobile friendly contentOptimise mobile donation processSplit test now to see what works
Editor's Notes
- #3: Look at emerging trends from digital news
- #6: Google updated search algorithm to reflect friend recommendations.This ultimately affects what people read on the web.Don’t forget to reference YouTube, blogs and forums occasionally, so it doesn’t look like you’ve forgotten about themI think it’s fine to say you’re focusing on Facebook because of the extremely high number of users – it means it’s really important for charities – and Twitter, because of its power to spread stories and generate conversation and engagement
- #10: Benefit – Like anything from your browser even if the site doesn’t have Like buttons Drawback – Only for PC’s running Internet Explorer.
- #12: On the basis that people trust friend recommendations more than search resultsThe more people like/share your content, the greater the chance your pages are ranked higher
- #13: Looking at your site analytics, you might find you have fewer pages per session and a higher bounce rate. What does this mean? Engaging content? Don’t need to keep browsing?The content people are directed to could the be only thing they need to see before deciding to donate.
- #16: Should have been measured all along, but for some reason was shrouded in mystery
- #18: And so should you!-
- #19: …so we don’t end up throwing money down the loo…
- #20: …and look silly when we don’t get the results we want
- #21: Big or small campaigns will give a whole host of data you didn’t have before.
- #24: Everything Everywhere
- #25: Merging of offline/online contentSee them all over the place – if you start to use them please don’t use them on the tube.
- #26: 30% of QR Code’s data can be missing for the code to still work.Is the chance of the code not working worth the risk?
- #27: Small screens mean usability is bigger issueFundamental shift in behaviour – people in mindset of using mobiles to pay for things mean donations are soon to follow. Orange and O2 driving forward NFC Payment.
- #28: How?? Process of testing and refiningDepends on the size of your org – is it worth investing now?Flag it now – don’t need to do it tomorrow, but should be a consideration/stick it in your budget