Transcript Wed, Nov. 9, 2011 - Shorenstein Center

Tactical Approach to Digital
Email
Marketing
Social Media
http://nicco.org - by Nicco Mele
Integrated
Approach
1. Performance Funnel – email marketing
Traffic
Prospect
Acquisition
Engagement
Activation
New Donor
Organic Search
(Google, Yahoo, Bing)
Paid Search
(Google AdWords)
Cross-linking & Content
(Partners, associations, articles)
Social Networks
(Facebook, Blogs, Twitter)
Email
(regular, tested communications)
Direct Visitors
Landing
Page
Micro
sites
Web
site
Submit
Webform
Scoring
Engagement
action
Social
Media
Download
Email /
Phone
Nurturing
Donor
Conversion
Webinar/
Demo
(Business cards, events, splash)
Offline Promotion
(Mail, radio, print)
Click-Through
(Leakage Point #1)





Call to Action
(Leakage Point #2)
 Offer not relevant to needs
Low organic ranking
 Confusing value proposition
Ineffective paid ad copy
 Ineffective call to action
Wrong keywords
Sub optimal bid strategy
Email content not compelling
Initial Contact
(Leakage Point #3)
Conversion
(Leakage Point #4)
 Response time too long
 Impersonal response
 Offer not tailored to
online behavior
 Lack of focus on priority
opportunities
 Failure to understand
and overcome objections
 “Just not ready”
2. Social Media
• Analogous to public relations
• Shape MSM narrative
LinkedIn
Blog
• Opportunity favors
the prepared
Facebook
• Quality over quantity
• “Long tail” persistence
Content
• SEO advantage
iTunes
YouTube
Twitter
Increased “mindshare”
Footprint
http://nicco.org - by Nicco Mele
3. Never alone – integrated approach
Grassroots
Digital
Media
Traditional
Media
Target
Audience
http://nicco.org - by Nicco Mele