Internet Marketing on a Shoestring Budget

1
Internet Marketing on a Shoestring Budget

• Presenters
• Allyson Kapin Donna Wilkins
• Rad Campaign Charity Dynamics
• Moderator
• Dina Lewis, CAE
• Distilled Logic

2
Todays Agenda

• Five Ideas to Help in Your Next Campaign
• Attracting Retaining Site Visitors
• Successful Campaigns on a Shoestring

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Five Ideas to Help Your Next Campaign
Six!

• Submit to article marketing sites
• Create memorable URLs
• Build your online media list
• Integrate offline promotions
• Use viral marketing
• Take advantage of social networking

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Top Five Article Marketing Sites

• Google Rank Alexa Rank
• EzineArticles.com 6 499
• GoArticles.com 4 3,592
• ArticleDashboard.com 6 5,255
• SearchWarp.com 5 6,032
• ArticlesBase.com 4 8,735

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What Is A Good URL Name?

• To help make web campaigns go viral URL names
  should be
• Short
• Catchy
• Memorable
• Example Campaign for Tobacco-Free Kids launched
  a web campaign
• about the need for cigarette ingredient
  disclosure. This is a priority
• issue for the organization but wonky from a
  public perception.
• What is a good URL name for this web campaign?
• FDAShouldRegulateTobacco.org
• (Way too wonky)
• CigaretteIngredientDisclosureNow.org
• (Yawn - long and boring)
• WhatAreYouSmoking.org
• (Catchy and cool. Now we are talking! We can
  market this URL)

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Integrate Offline and Online Marketing

• Dont forget to include your websites URL in
  offline communications
• Press Releases
• Direct Mail
• Telemarketing
• Print Advertising
• Radio Advertising

7
Build YOUR Online Media List

• Build an online media/blog list comprised of
  media outlets that relates to your field (i.e.
  Public Health, Environment, Politics).
• Quick tip to start compiling a blog list
• Go to Technorati at www.Technorati.com and use
  the search function to get a list of blogs that
  covers your issue. I searched Liberal Blogs and
  Technorati produced the listings on the right.
• Track online media and blog hits for free by
  setting up a Google email alert.

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Use Viral Marketing

• Take Action

• Tell A Friend

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Take Advantage of Social Networking

• Start a MySpace (www.myspace.com) profile for
  your web campaign.
• Create a Facebook (www.facebook.com) page. Tie it
  into an event if possible so it gets tagged on
  attendees Facebook personal pages.
• Digg It (www.digg.com). Submit a compelling story
  from your website to Digg. The more people who
  vote and digg it the higher your story ranks
  and people will read about your campaign.
• Build a profile on Twitter (www.Twitter.com).
  Twitter allows you to instant message, text
  message, or post What you are doing to your
  personal network. Your message also gets posted
  on their website where all web visitors to
  Twitter.com can access it.
• Examples of political campaigns or non-profits
  using Twitter are
• John Edwards for President
• National Public Radio

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YouTube
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YouTube

• 2.4 Billion videos viewed each month
• Strong viral marketing opportunity
• Allows anyone to become famous!

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Social Networking
Friends Of Red Mountain Park on
MySpace www.myspace.com/redmountainpark
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Bring People to Your Site

• Registering your URL
• Register for .com or misspellings of URL
• Other URL names?
• Search Engines
• Search by key phrases associated with your
  organization
• Invest in search engine optimization / marketing
  can be done with a small easily controlled budget
• Banner Ads
• Ads on other sites that promote offerings on your
  website
• Partner List Marketing
• Partner with other organizations / companies that
  communicate with an audience with an interest in
  your mission.

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Why Use Search Engine Marketing

• Biggest challenge for most organizations is
  bringing new people to the site
• You provide a valuable service to the community
  you serve. Make it easy for them to find you.
• Likely some of your competition is using it
• For most organizations the trick is figuring out
  how you can spend as much as youd like to bring
  the right people to your site.

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Banner Ads
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Keep People on Your Site

• Maintain fresh content
• Make your website the go-to place for the latest
  and most up to date information
• Review outgoing newsletter, invitations, etc. to
  ensure your website includes the same information
• Make invitations / announcements available online
  first
• Rotate placement of features on the homepage to
  keep a fresh look with minimal effort

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Keep People on Your Site

• Gain permission to market in the future by
  providing multiple opportunities to give email
  address and permission for future communication
• Sign Up for Our Newsletter
• Be the first to learn about new classes
• Join Our Action Network
• Volunteer Opportunities

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Keep People on Your Site First Impressions
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Keep Them Coming Back Engage

• Use your website to open up a two way dialogue

Your Website
Are You Reaching Your Target Audience ?
Your Organization
Your Constituents
Available Programs
Are You Providing Useful Information ?
Requests for Help
Success Stories
How Could You Provide More Valuable Services ?
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Keep Them Coming Back Quick Poll

• Presidential Prayer Team
• Weekly quick poll
• Varies between general opinion and questions to
  identify profile of participant
• Sharing the answer to add to interaction and
  develop sense of community
• Understand future effective messaging

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Keep Them Coming Back Feedback
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Keep Them Coming Back Blog

• Chesapeake Bay Foundation
• www.cbf.org
• Blogs
• Watershed issues
• Clagget Farm
• Educatiton
• Grassroots Advocacy
• John Smith Water Trail

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Center for a New American Dream

• Their Mission
• The Center for a New American Dream helps
  Americans consume responsibly to protect the
  environment, enhance quality of life, and promote
  social justice.
• The Challenge
• To build up New Dreams online list and recruit
  10,000 new online activists in three months.
  Budget 2000.

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Center for a New American Dream

• The Solution
• Asked an eco-friendly travel agency to sponsor an
  eco-friendly all expense paid vacation to Costa
  Rica.
• Campaign was marketed as an Eco-Travel
  Sweepstakes to New Dreams members both online
  and offline through the following channels
• Email blasts to New Dreams current online list.
• Built in a viral component. The more a contestant
  used a TAF tool to recruit their friends the more
  chances they had to win.
• Google and Yahoo keyword advertising.
• Compiled extensive list of Green online media
  and blogs for pitching.
• Promoted contest in print edition of New Dreams
  newsletter.
• All marketing directed people to New Dreams site
  to sign up for the vacation to Costa Rica.
• The Results
• 10,000 new online members.
• Members remain active on the list today.
• Generated online coverage in over 50 media and
  blog outlets.

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Eastern Market Rescue Rapid Response to Local
Tragedy

• Their Mission
• To raise money to help rebuild Eastern Market
  after the fire destroyed most of the building
  that employed hundreds of people and served
  thousands of DC residents and tourists.
• The Challenge
• How do a handful of concerned citizens use the
  internet to organize a fundraiser within one week
  of the fire?

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Eastern Market Rescue

• The Solution
• Organized a local bar crawl and asked
  participating bars to donate 5 to 10 of the
  proceeds.
• Reached out to friends, family and online
  community networks to serve as hosts.
• Setup one page website with mission statement and
  list of participating bars.
• Incorporated Google Map into website.
• Setup Facebook event page and Twitter account.
• Promoted web campaign through local neighborhood
  listservs and partner groups.
• Pitched offline and online local media and blogs.
• Secured online advertising sponsorships.
• The Results In less then one week Eastern Market
  Rescue
• Raised over 10K through online and offline
  donations.
• Generated over 10K web visitors.
• Recruited over 1500 people on Facebook.
• Secured donated online and print advertising
  including Washington City Paper and Roll Call.
• Generated media coverage online and offline
  including Washingtonpost.com, Dcist.com,
  Washingtonian.com, as well as local news stations
  and NPR.

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National Breast Cancer Coalition

• Their Mission
• To eradicate breast cancer, the most common form
  of cancer among women in the United States, by
  focusing the administration, Congress, research
  institutions and consumer advocates on breast
  cancer.
• The Challenge
• Breast cancer campaigns have been taken over by
  their corporate partners using pretty pink
  ribbons.
• How do you reframe the organizations proposed
  message, We are pissed not pink to not appear
  too antagonistic but show the pink campaign as
  too corporate and ineffective to pass meaningful
  legislation?

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National Breast Cancer Coalition

• The Solution
• Developed a compelling microsite campaign that
  focused on two core messages
• 1. Pink is Pretty, Breast Cancer is Not
• 2. What Causes Breast Cancer? Why Dont We Know?
  
• Built up NBCCs online grassroots activist list
  through meaningful actions. (i.e. Petition
  Senators to pass critical Breast Cancer bill).
• Pitched new campaign to women focused, public
  health and cancer related online media, blogs and
  listservs.
• Targeted blog Advertising
• The Results
• Tripled NBCCs online activist list.
• Changed the minds of more then a dozen U.S.
  Senators who were on the fence to support the
  bill.
• Generated online media attention in District
  newspapers and blogs.
• Prompted engaging discussions on cancer related
  listservs.
• Branded the organization as a fighter against
  breast cancer.

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What Are You Smoking?

• Their Mission
• To changing public attitudes and public policies
  on tobacco, and to prevent kids from smoking,
  help smokers quit and protect everyone from
  secondhand smoke.
• The Challenge
• How will the organization motivate their current
  online activists and recruit new supporters
  around a wonky political issue (FDA regulation of
  tobacco products)?

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What Are You Smoking?

• The Solution
• Built microsite campaign around the concept of do
  you know what you are smoking.
• Designed the site to be hip and edgy to help make
  it go viral.
• Developed flash interactive games to push the
  viral impact.
• Promoted the website to niche online media,
  blogs, and social networks including MySpace and
  Facebook.
• The Results
• Re-energized TFKs online list.
• Generated 20,000 web visits in less then a month.
• Recruited approximately 3000 new activists.
• Over 70 were recruited through the flash game.
• Generated online media and blog stories.

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Thank You!

• Allyson Kapin
• Rad Campaign
• 240/475-3362
• allyson_at_radcampaign.com
• www.RadCampaign.com
• Donna Wilkins
• Charity Dynamics
• 512/658-5494
• donna_at_charitydynamics.com
• www.charitydynamics.com
• Dina Lewis, CAE
• Distilled Logic, LLC
• 202/320-3060
• dina_at_distilledlogic.net
• www.distilledlogic.net