Background image: Ngarrang fire art – Directed by Pete Ingram, Aidan Kempster. Support by FlameWriter, Ngarrang crew and Burning Seed
✩ Introduction
- Digital methods to get in front of people
- Strategy Strategy Strategy
- ActionSkills pathways
- 1st step in the user journey > database > communicate > email/sms
- Multiple touchpoints
- Content is king, queen and princess | Visual
- Learn your community, their mediums and culture
✩ Approaches
- Search – organic / paid – people are looking
- Social media – organic / paid
- Facebook – pages/groups – heavily targeted – weak leads
- Influencer –
- New skool (+ micro influencers) instagram, sites, bloggers, newsletters
- Old school (Murdoch/celebrity)
- Content Marketing
- Production > Red Bull
- User content
- Content syndication / ebooks
- In game
- Sponsorship
- Merchandise
- Affiliate (NFP distributed fundraising)
- Ad placement / PPC
✩ Research
- Mainstream vs Activist > ActionSkills niche
- Newletter email > follow their process
- Netchange
- Commons Library
- Conferences: FWD | Connectingup
- Net101
- Google digital marketing
- Noob guide (2011) Infographic | PDF
- Notsofreakyuniversity
- Digitalmarketer
★★ 10 minute break ★★
✩ Benefits, not (and) Features
- What can this do for the person (user/customer/activist)
- Results > fancy marketing strategy vs get more donations
- Feel, empower, fears/dreams, social status and personal identity
- Gym Example
- Apple vs Microsoft
- see images
★ Sales Funnel
Pathways with numbers – Example
– \\ 1000 // – reach people on social
– \\ 200 // – visit your site
– \\ 50 // – sign up to newsletter
– \\ 20 // – read newsletter
– \\ 4 // – click to register for an event
– \\ 1 // – come to the event
- Volume + conversion
- CRM – client relationship manger – Organising people with databases | NFP CRM‘s
- Opt in gift / Lead magnet (examples + noob etc)
- NFP adaption > emotions / empowerment / social status (petition/email action)
- NFP adaption 2 > How to guides / merch / educational resources
- Automation
- Re-marketing (action takers/donors)
- Cost Per Acquisition
✩ Data and improvement planning
- Measure everything, then use it. Summaries for team.
- Track > test > refine
- Ultimate metric > your goal
- Refine personas and improve service design
- Google/facebook ect analytics
- Traffic volume / pages? / bounce rate / traffic source
- A/B testing – FB/Google/Website – no experts
- Heat mapping – click journey
- Measuring offline – custom pages/coupons
