Tag Archives: nptech

ethical nonprofit marketing with social media | charities, philanthropies, and churches

Using social media marketing for non-profit advocacy and online public relations

Given the role non-profits, charities, and philanthropies. The same principles apply to foundations and churches. One way for npos to market ethically online is to provide a community and resources for their users. One way this works in the corporate world is if you look to the Apple Store. The Apple store is filled with stuff to do and ways to interact with technology. They even host free classes in the store and give that away to their consumers. This serves as a form of lifestyle marketing which creates a strong bond between the company and the customer. Not only is Apple adding value to their customers, but they are creating a mutually beneficial relationship.

Not surprisingly, the same applies online in the context of a non-profit. Not only will users hang out more if you provide them with something to do or engage, but they are also more likely to buy or perhaps tell their friends about their experience. At the very least, this decreases the chances that they will spread negative info about Apple. Hence, social media and interactive new media provides nonprofits a unique way to market online. It overlaps with online public relations and online advocacy. Given that non-profit organizations are already about community and creating social movements, this is already something they should be culturally adept at faciliating. Its just a matter of non-profits and their staffs getting familiar with the technologies, the culture, and getting a little experience under their belts.

My Story and Ethical Non-profit Marketing
I picked up and read Katya Andresen’s book Robinhood Marketing: Stealing Corporate Saavy to Sell Just Causesabout a year and a half ago. It focuses on 8 core principles for non-profit marketing, I will highlight a couple of key principles Katya outlines:

Non-profit Marketing Principle 1: Information overload means you have to deliver a non-profit marketing message with precision.

“Our marketplace is as competitive as Times Square. In this environment, we never command the full attention of our audiences…If we ignore those forces, we’re one person standing on Broadway, holding a small, handwritten sign. Meanwhile the world is flowing around us, people are gazing upward, and we go unnoticed” (p. 77).

Non-profit Marketing Principle 2: If potential advocates are online, non-profits should be online engaging with social media

“Meeting our audience where they are has the added benefit of making our cause attractive to them because the more similar or familiar we seem to people, the more they tend to like us” (p. 41).

Non-profit Marketing Principle 3: Questions and conversational marketing work for non-profits

“When framing questions, ask people about their daily lives, their priorities, their experiences, and their stories. Then ask how they perceive our issue in this context” (p. 55).

Non-profit Marketing Principle 4: Smart Values Will Galvanize Your Audience.

“Humans have a basic need to be recognized and understood. Be meeting our audiences where they are and communicating from their perspective, we are showing them respect and fulfilling that human need for connection.” (p. 41).

Non-profit Marketing Principle 5: Keep it Simple Stupid Marketing (KISS ). And realistically kead with a story hook for your marketing efforts.

“Similarly, we should not saddle people with the burden of becoming an expert on our topic before asking them to do something about it.” (p. 15)

Ethical Nonprofit Marketing Websites, Books, and Resources
Check out Tech Soup for more about nonprofit technology. For more on ethical nonprofit marketing you might check out nonprofit books on Amazon or check out ethical marketing books on Google books.


What values should drive your ethical seo campaign for your non-profit or small business

I believe there are nine characteristics that should drive your seo or social media campaign in 2009 and beyond. To that end, using passion, experience, inspiration, and insight to guide the following nine core functions:

1) trust
2) relevance (audience centric and resources)
3) relationships (interaction and crowd sourcing)
4) usabillity and user centric design (some would argue social design, like adding “intense debate” and social networking features)
5) conversation, community, and social media
6) real world networking
7) design (magazine, personal, branding, user experience and design, and other aesthetic considerations)
8} originality (thought, look, feel, and perhaps function like aggregation)
9) metrics, tracking, and conversion

What gray and black hat seo tactics should you avoid? Yahoo has a fantastic list of black hat and shady seo tactics to avoid in your search engine marketing in the Yahoo Search Quality Content Guidelines:

* Pages that harm accuracy, diversity or relevance of search results
* Pages dedicated to directing the user to another page (doorway pages)
* Multiple sites or pages offering substantially the same content
* Pages that rely heavily on content or links to content created for another web site, such as affiliate content
* Sites with numerous, unnecessary virtual hostnames
* Pages in great quantity, automatically generated or of little value (cookie-cutter pages)
* Pages using methods to artificially inflate search engine ranking
* The use of text or links hidden from the user
* Pages that give the search engine different content than what the end user sees (cloaking)
* Sites cross-linked excessively with other sites to inflate a site’s apparent popularity (link schemes)
* Pages built primarily for the search engines or pages with excessive or irrelevant keywords
* Misuse or inaccurate use of competitor or brand names
* Sites that use excessive pop-ups, install malware (i.e. spyware, viruses, trojans), or interfering with user navigation
* Pages that seem deceptive, fraudulent, or provide a poor user experience

Would you add any principles for ethical seo or white hat search engine optimization to the list?

Creative Fusion Media is the best ethical SEO, local SEO, and affordable SEO company in Nashville, TN

Social media campaign checklist for the traditional print marketer and pr professional

Introducing PR Agents and Marketers to the World of Social Media Marketing
Social media is radically different from traditional marketing and public relations, so its important to get a primer on the basic principles of social media so that cultural norms aren’t violated in a way that damages relationships, brands, or online success.

Social Media Checklist and Worksheet for PR and Marketing
What is social media? How do you define social media? Social media in plain english

Social media checklist to create a social media business plan by Porter Novelli Public Relations.

Social media strategy worksheet to create an online business plan.

Leveraging social media for public relations and marketing. Thought leadership with social media.

Social Media Checklist for Your Blog A fantastic resource for those getting started blogging.

How to Launch a Blog Checklist. Rohit of Influential Marketing blog on an oft misunderstood part of social media and online public relations.

Social Media Case Study Great corporate social media case study which cites 155% increase in traffic and conversions.

Social Media Checklist Powerpoint Presentation

Where do you want to be in three years in terms of social media? How is your organization going to use social media for marketing, public relations, or thought leadership in 2009 and beyond? What would you put on social media checklist

Thought leadership marketing and public relations

Seven Resources on Online Thought Leadership Marketing and Public Relations

Monitoring, tracking, and assessing thought leadership. Tracking thought leadership, influence, and conversations in social media communities via Hyperwords.

Social Mention, Blog Pulse (particularly conversational tracker), and Filtrbox are also great ways to listen to the direction of online conversational chatter.

Experienced thought leadership research. Malcolm Gladwell in his new book Outliers says it takes 10,000 hours to have enough knowledge and experience to become a thought leader.

Thought leadership marketing. 13 Essentials by Larry Chase on thought leadership. A fantastic read and overview.

Thought leadership for public relations. An interesting read from Duct Tape Marketing on leveraging leading ideas via thought leadership for media relations and PR.

Thought leadership with social media. Pragmatic marketing suggests using social media for thought leadership. I would add using online pr, networking events and real world community engagement, and slideshare to the list for maximum thought leadership.

Thought leadership principles. Marketing Savant suggests 7 fantastic criteria for thought leadership from the Bloom Group: Focus, Novelty, Relevance, Validity, Practicality, Rigor, and Clarity. I think relationships are more important than this rubric gives them credit. And online certainly design and user experience are part of the thought leadership puzzle.

Listening for Thought Leadership. Using Google reader to stay up to date with the industries’ leading blogs and websites is critical to understanding where your industry and customers are moving toward. Education, listening, and learning are critical for any thought leadership program.

Strategic Risk taking and Thought Leadership. One might suggest Seth Godin as the go to person for taking calculated risks based on his book The Dip. Or perhaps you would like to crowd source your answer with 100 Wisemen or Predictify. With the Enron collapse, it seems management consulting firms are so very 2001.

David Meerman Scott’s Thought Leadership Guidelines. In addition to suggesting people use nine core social media tools (webinars, blogs, podcasting, video, wikis, whitepapers, e-books, research surveys and reports and email newsletters) he suggests the following principles or guidelines:

• Do not write about your company and your products! Thought leadership content is designed to solve buyer problems or answer questions and to show that you and your organization are smart and worth doing business with. This type of marketing and PR technique is not a brochure or sales pitch. Thought leadership is not advertising.

• Define your organizational goals first. Do you want to drive revenue? Encourage people to download something?

• Based on your goals, decide whether you want to provide the content for free and without any registration (many more people will use the content, but you won’t know who they are) or whether you want to include some kind of registration mechanism (much lower response rates, but you build a contact list).

• Think like a publisher by understanding your audience. Consider what market problems your buyer personas are faced with and develop topics that appeal to them.

• Write for your audience. Use examples and stories. Make it interesting.

• Choose a great title that grabs attention. Use subtitles to describe what the content will deliver.

• Promote the effort like crazy. Offer the content on your site with easy-to-find links. Add a link to employees’ email signatures—and get partners to offer links as well.

• To drive the viral marketing effects, alert appropriate reporters, bloggers, and analysts that the content is available, and send them a download link.

What are your thoughts, opinions, or resources on thought leadership for marketing and pr? Is thought leadership even an effective method of public relations and marketing? Are you looking for a Nashville public relations firm or company?

Best blogging and social media resources for non profits and philanthropies | 20 Usable Social Media Tips and Techniques for Charities, Non-profits, and Philanthropies

I’ve made a short guide that can hopefully help introduce you to social media, no matter where your organization is in its social media adoption cycle or how experienced with social media you are.

Shift Happens : Remix Video
Shift happens contextualizes a lot of the speed and information distribution that surrounds technology and your donors this year.

Non-Profit Social Media Resources and Online Guide

User Created Content for Non profits: You Tube’s Project for Awesome

You Tube has great recommendations for non profits. Consider life beyond You Tube on video communities Vimeo and Viddler.

A Couple of Helpful Hints for Non profit Social Media Campaigns

Nichify thy self. Oceana’s blog shows great use of dividing their blog into the specific issues and campaigns they deal with. This allows users and potential donators to easily access the information they are most interested in and care about.

Put Down the Canned Spam (aka Accidental Spamming) Segment Your RSS Feed Based on Subject and User Passion.

Listen productively. Google alerts and/or Google reader is a great way to access information. RSS in plain english by Common Craft. Bloglines and Flitrbox are innovative providers in this space. This is a great way for you to create an information diet.

Listen and educate yourself. Check out Nonprofit Alltop and Fundraising Alltop to check out what kinds of content does well and to hear interesting new and relevant non-profit news.

Flair. Add your own organizational and personal flair to the writing.

You Look Great in Pictures. Get a profile on Flickr and create a group for your staff and supporters.

Tag-o-rific. Leverage tagging technology. For instance “nptech” stands for non profit technology. Technology events now all have a tag associated with them, to simplify the process of aggregating all the content.

Get a social media crash course. Chris Brogan’s Fish Where the Fish Are is a great ebook and a quick read that can help introduce you and your team to social media.

Make it Delicious. Del.icio.us social bookmarking is a great productivity and organizational tool. You can also use it to share info with coworkers, collegues, and funders. The tagging function allows you to separate, segment, and organize your web research and data.

Make your mark online and be heard. Check out this extremely helpful nonprofit resource by SEO guru Aaron Wall: The SEM Guide for Non profits.

Get Your Social Media On. Facebook, change.org, and care2 are great non profit social networking. Don’t forget to look into podcasting and wiki options.

I’m Blogging This. WordPress, Typepad, and Blogger are the prefered platforms in this space. Drupal and Joomla are also used, but WordPress seems to be the unofficial winner in the best blog platform category.

Get Your Twitter On.
• You can follow journalists in your niche on Twitter (you can also use Twellow to find other non profits or even SEOs on Twitter)
• Check out Guy Kawasaki’s tips on getting more Twitter followers
• Tweetdeck is a popular app for managing your twitter life.
• Read Darren Rowse’s blog Twit Tip which is all about twitter and being a better twitterer (is that the word? Perhaps a better twitter citizen, or twitter-zen)

Get to Know Lifestreaming. Lifestreaming can help organize your social media life. The most popular service is Friendfeed.

Share Your Experience and Story. Add power points and presentations to share your message online with Slideshare. Its also a great place to learn what other non profits are doing, as well as to learn how to make extraordinary presentations.

Make Your Own Network or “Tribe”. Make Your Own Social network on Ning. A great example is the Classroom 2.0 group. It only takes 60 seconds.

Get Your PR On. Of course I mean personal relations (as arcane, trite, or banal as that might sound). You can also network on Peter Shankman’s Help a Reporter Out or Wanna Press (this service just started, so there may be hiccups). For instance, I helped a Wired journalist get hooked up with a friend who is a published renewable energy expert.

User Created Content. The Cancer society did it with a video campaign. (I can’t remember who this is. Perhaps March of Dimes)

Think Unconference and Meetup. Create Real World Meet ups and Mini-events for your non-profit advocates and passionistas.

Automate to stay sane. Get to know Eventbrite, Yahoo Upcoming, and the Facebook events functions. Use the technology to automate event registration.

Engage your brain. If you’re in Nashville check out the Center for Non profit Management

Micro-fund raising Kiva is big here. Obama used this well during the campaign. The model of Threadless in the for profit space is interesting. Contest models that sell products are interesting too–this t-shirt company is working with Compassion International.

Beth’s Blog:

Beth’s non profit powerpoint presentations on Slideshare.

News from Beth’s Blog
Chronicle’s Social Good Podcast with Allison Fine

What is the life blood of the social web?

The Building Blocks of Internet Life:
“What is the currency of the web? What do some web projects fail and others succeed?” While I was brushing my teeth this fine evening at 1:34 am, I contemplated such things. I guess anyone who wants to succeed should ask this fundamental question. So, what’s your answer? What do you think makes the digital world go ’round?

To me, successful online business gets back to three basic things:
• (Interesting and/or engaging and audience-centric) Content
• Links (or hyperlinks if you want to turn back the clock)
• And finally relationships. In other words, creating, building, and nurturing relationships.

Moving Forward. If you get those three issues right, you can have an amazingly successful online campaign. What do you think is the lifeblood or currency of the web? What is your strategy doing to galvanize all three of these verticals? Whats the best way to get there?

Ethical Imperative in Social Media | Building Ethics, Trust, and Engagement

Successful Social Media Principles and Best Practices:

How do we create more effective and ethical social media campaigns. Basically it boils down to connecting and engaging better. Steve Rubel point out that some social media campaigns fail because they lack collaboration. Rubel posits:

The key reason is they ignore the Collaboration Imperative.

People who participate on social networks, blogs and other similar venues are there for a reason – and that’s to connect around shared areas of interest and passion, often with an outcome in mind. This is why advertising, to date, hasn’t been a home run here. Most of it doesn’t add value to what people are looking to accomplish on these sites.

Social media marketing works best when it’s integrated into the experience and takes a “win-win” approach. It’s action oriented, transparent and built on…Public Engagement.

Steve continues:

Over the last few years we have all watched the remarkable rise of Google. It’s such a force in our lives. I have family members who aren’t Internet addicts like us and whenever I start talking about Google the remark how they could never live without it. It’s quite amazing for a site was hardly on people’s radar even just five years ago.

We live in a world of die-hard Googlers. And what we’ve seen over the last five years or so is that search engines increasingly favor what some call socially-connected, high-quality content. The great rewards of visibility go to those who create quality content that legitimately earns links – and do so daily.

Steve correctly points out the importance of trust and ethics to social media:

Thus, I need to bring my ethical A-game online every day and it’s something all of us in marketing, SEO or PR need to consider, even if you don’t have an issue this dramatic.

Finally, there’s the current global economic environment. We all know it’s not pretty. However, I remain very optimistic about the prospects of the PR industry and view it as a safe haven in this environment – if we, once again, come to the table with our public engagement A-game. Ethical behavior is key here. Ethics create trust and trust is king.

Unlike previous recessions and depressions, we now live in an era of great transparency. It’s very hard to hide in a world where everyone has a camera-phone, a Facebook page or a blog. Accounts of corporations doing good and doing bad will surface quickly online thanks to an intricate global network that includes social media, traditional media and search engines.

The transparency and trust trend-lines – which are directly linked – remain evergreen.

Finally, Rubel concludes:

Still, we have a long way to go in addressing ROI in a measurable way. But relationships and trust can be tracked over time and it’s directly linked with public engagement, action, transparency. Further, it’s also hooked into search since, for billions of us, Google is our window on the world.

Wow that’s powerful. What do you think about what Steve said? How can you use social media to bring openness, connection, community, and trust to your brand?

Stanford Business School’s BJ Fogg on Social Networking, Social Media, and Crowdsourcing

The Power of Crowdsourcing for Business:

Fast Company reports:

The ability for ordinary people to create something, put it out in the world, and use metrics and iterations to make it better and better. It’s going through this loop of innovation and product design, being guided by users and user data. It’s continuing to improve products and experiences based not on guesses, not on consultants, not on checklists, but on real data and real usage. That’s very exciting, and it’s only going to get easier.

BJ Fogg here suggests that social media communities, including Facebook, blogging, and other new media platforms provide a fantastic opportunity for interactive focus groups, a two way conversation about delivery, products, services, and the entire supply chain. Josh Catone at Sitepoint concurs:

We think it is extremely smart. Crowdsourcing your research and development in this type of environment allows customers to not only feel like they are influencing the direction of products they love, but it allows them to connect with one another around your product as well. That, in turn, strengthens the perception of your brand. As long as Asus follows through on some of the suggestions they get, WePC should strengthen their brand and turn users into fans.

Jeff Howe of Wired Magazinee illuminates the revolutionary potential:

Technological advances in everything from product design software to digital video cameras are breaking down the cost barriers that once separated amateurs from professionals. Hobbyists, part-timers, and dabblers suddenly have a market for their efforts, as smart companies in industries as disparate as pharmaceuticals and television discover ways to tap the latent talent of the crowd.

Crowdsourcing for the Next Generation of Product Innovation

Crowd sourcing represents a massive democratization in the ways we think about companies and the products they offer the public. Instead of management thinking it knows best or hiring a 100K management consulting firm to come in, businesses can leverage social media and the wisdom of the crowds to learn more about their customer how they interact the product and ultimately how the product can better serve the customer and the social good.

What can you crowd sourcing? How can you use crowd sourcing to make your product or service offering better?

For more crowd sourcing resources, companies, and case studies.

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35 Ways Digital Can Help You Thrive in a Recession

Marketing Rules for Surviving and Winning in Wake of a Financial Crisis:

With all the fear on Wall Street and spread by the mainstream media, its easy to lose focus and miss this unique opportunity for business success. Companies should increasingly look past the frenetic fluctuations of stock and commodity prices and focus on 1) what they can actually change 2) where they need to be in six months 3) Focusing on strategies which leverage Google. Social media strategies which merely aim at short term traffic and views to the neglect of more sustainable search engine rankings will prove to have little or no return on investment and may risk elimination. Warren Buffet emphasized this strategy in a recent New York Times article when he pointed to the success of hockey great Wayne Gretsky who pointed out, “I skate to where the puck is going to be, not to where it has been.” Its important for business executives and entrepreneurs to seize these days as an opportunity, rather than fall for paralyzing siren calls.

Chris Brogan has a great post about 25 Ways social media can help you thrive in a recession. Here are the first 10:

First: Be Proactive

In a situation where everyone’s repeating the gloomy news, I advocate that you put your house in order. Other, much better websites will give you the how-to for your financials. I’m thinking about you, your career, and the face you show the world on the web.

Google yourself and see what shows up. If it’s not what you WANT to have show up, start building up a main site, and pointing to it using outposts.

Tidy up your LinkedIn profile. I’ve shown you before how to improve your LinkedIn Profile and how to make your LinkedIn profile for your future. Get cracking.

Get on Twitter. Make sure you have a nice avatar, and easy to remember name. (Amazing how some folks don’t do this.)

Then, start using Twitter Search intelligently. Look for search terms that make sense for you. (Try this query as an example.)

Make your blog ready for business. Or, make your blog a business unto itself.

Pick up great financial advice from trusted sources, so that you can live within your means.
Look for discounts, like 50% off attending a great conference (email me to see if I have more tickets left – cbrogan at crosstechmedia dot com). – Plug for my conference, but hey. Financial in nature.

Build conversational relationships with other business people in similar roles at other organizations on Facebook, on LinkedIn, and elsewhere AHEAD of needing the job.

If your job is location-specific, start a local community blog targeted for business types in your area. Make it about the community at large, but feature prominently in it. Share this information with local news sources, local press, on Craigslist, etc.

Take new photos of yourself and upload to Flickr, nicely labeled with who you are, your blog’s URL, etc, so that people might find you and your likeness easily when Googling.

Check out Chris Brogan’s 15 other suggestions.

Resources Update: You may also want to check out Ryan Moede’s post which aggregates several social media for the recession together.

For other reading check out 20 reasons social media can help your small business.

21 Ways to Market Your Business on Twitter

Social Media Marketing Fundamentals for Enterprise on Twitter:

One of the most recent is the rise of micro-blogging with platforms like Twitter. Here are 21 Ways to Market Your Business on Twitter from the Web Community Forum. I’ve included the first 11 here:

1) Craft an appropriate Twitter Policy, and encourage your employees to sign up for accounts on Twitter.
2) As the owner of your business, register your @companyname and use it for all your tweets.
3) Use Twitter Search to find and respond to tweets about your products or your brand.
4) Ask for feedback on your products and then follow up with the responses you get.
5) Go to any nearby tweetups you can find.
6) Upload your company logo as your Twitter icon.
7) Identify a challenge that your business faces internally, and ask people on Twitter for their suggestions. You will earn mindshare.
8] Create a Twitter Bot for a topic related to your business. Use a name that includes your brand.
9) Install Twitter Tools on your WordPress blog so that you automatically tweet when you make a new blog post.
10) If you create a company-branded Twitter account in addition to simply having employees on Twitter, make sure there is a real human behind it having real conversations with other people on Twitter.
11) Understand the Twitter Myths and avoid falling into their traps (don’t be boring!).

You can see the other going to the Web Community Forum. These Twitter engagement by big corporate brands case studies are quite useful for practical tips. I also recommend checking out the Enterprise Micro-sharing White paper at Pistachio Consulting.

Applying Micro-sharing, Micro-blogging, and Twitter in Your Business
If you want to set up your own Twitter clone for internal or external communication, here are some great options to check out. Enjoy!

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(image credit: mfilej)

Launching a New Blog and Need Search Engine Optimization Services?

Pre-Blog Launch Stage One:
Of course you want to think of URL Name, your content strategy, and your promotion strategy.

Pre-Blog Launch Stage Two:
Of course one part of that promotion strategy should probably be search engine optimization, social media marketing, or search engine marketing. Of course you may feel that you need social media training to navigate the rapidly changing world of online communication or may want to outsource using a social media specialist or a search engine optimization.

Pre-Blog Launch Stage Three:
Creating quality and link worthy content for your customers and potential customers. Additional,
Google just redesigned some of its services and offers this submit your content resource specifically targeted at the small business owner. Enjoy!

How to Get Started in Social Media and “Join the Conversation”

What does the phrase “Join the Conversation” mean in terms of actual tactics and implementation? Shane O’ Driskoll has a great answer:

Take the time to step back and do the analysis work to understand where the conversations are taking place, how do you categorize them, who are the influencers, what should the internal accountability model be for taking action, ensure you are trained/ready to participate, determine what are you trying to accomplish and how will you sustain the participation. Nothing like deeply listening before you start talking to help ensure what you are doing is “joining the community.”

In the post Sean O’Driskoll also provides an interesting distinction between companies hearing and listening thats worth checking out.

After you decide to “Join the Conversation” perhaps checking out our social media resource lab as a jumping off point for diving into the wonderful world of online communication.