Nonprofit Social Media Marketing

Posts tagged ‘internet marketing’

YouTube Nurtures Nonprofits

Guess what? This blog is about YouTube, so it’s going to be short and sweet in that I won’t be writing much. Instead there will be a variety of videos to get my points across. Why? It’s in the spirit of YouTube! But more importantly,  it will show you that videos are much more entertaining than reading this blog and they’re a great way to spread your cause, so use them!! YouTube actually offers a variety of tools to assist nonprofit campaigns. In writing this blog, I referred to Mashable’s Nonprofit YouTube blog.

Firstly, an introduction to YouTube for Nonprofits. The preceding link takes you to the YouTube page which tells you how to become a nonprofit on YouTube and the benefits of doing such. The first step is to make a page for your organization. Then, you apply to “Google for Nonprofits”. Finally, you enroll in YouTube’s nonprofit program. The video below goes into detail what YouTube can do to assist the social marketing of your nonprofit.

This should be a convincing enough reason to include YouTube videos in your social media marketing plan. But What should your videos be about? How can you make them entertaining if you have no prior video experience? YouTube has some pointers specifically for nonprofit organizations. You can find them at  YouTube Nonprofit Tips. The site gives you 5 basic rules on what to put in your video (“Reach Out, Partner Up, Keep It Fresh, Spread Your Message, and Be Genuine”) and then goes into specifics about how to be effective! This video gives an overview of the basics. But the specifics are equally, if not more, important. They talk about Building Your YouTube Presence, Developing Compelling Content, and Network and Distribution. I don’t want to get too detailed, but YouTube will walk you through everything from designing your channel and adding banners to using endorsements, getting people to donate and subscribe, and creating a series to target demographics. Good stuff. The video below gives you a rundown of the 5 basic rules.

Now that you know how to make your video enticing, how can you create a call to action where people can donate or share the video with friends? YouTube Campaigns.There’s no video for this one because I think it’s fairly new. But this tiny tool let’s you track your views and subscribers after setting a goal. A bar appears on your video which shows how close it is to reaching its ‘view’ goal. This bar encourages people to share the video or subscribe. This link has  Instructions on How To Create A Campaign if you’re interested.

Finally, how will you know how well your YouTube videos are doing? Are they spreading the message, getting donations, being shared with others? If only there were some sort of Analytics for YouTube that could help us out. Oh wait… YouTube Analytics. Meet your new best friend you just found out existed! How did I not know about this before? Just like Google Analytics, YouTube Analytics helps you track the progress of your campaign and adjust it as necessary.   Here’s a video to sum it up:

YouTube is perhaps the greatest friend a nonprofit organization could have. Their tools are easy to learn, easy to use, and free. It’s just a matter of knowing about them (which you now do) and using them (which you should)!

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PETA v. WWF – Whose Use of Internet Marketing is Superior?

People for the Ethical Treatment of Animals (PETA) and the World Wildlife Fund (WWF) are two global organizations that fight for animal rights. Each uses internet marketing in order to further their causes, but which utilizes the internet more efficiently? I will explore a variety of techniques and criteria to determine who has the most effective internet marketing and why.

       SociPETAal Media

WWF and PETA both have Twitter and Facebook websites. However their presence and actions on each differ greatly. PETA has about 1.66 million likes on Facebook, 364,482 Twitter followers, and tweets every 5 hours on average. On the other hand, WWF has about 653,000 likes on Facebook, 912,280 followers on Twitter, and tweets on average every 2 hours. PETA has tweeted 46,753 times. WWF has tweeted 4,961 times. What’s interesting is that WWF has a greater Twitter presence and PETA has a greater Facebook presence. PETA even posts much more on Twitter, but WWF still wins when it comes to followers. A look at YouTube will give us a better sense of overall social media presence. PETA has over 47,000 subscribers and almost 28 million views. WWF comes in much shorter with 7,615 subscribers and almost 3 million views. As you can see, there is a correlation between subscribers and views, but it doesn’t change the fact that PETA has 9 times the amount of views as WWF. Overall, PETA prevails when it comes to social media usage due to its successful Facebook and YouTube accounts.

WWF

Website

PETA and WWF are global charities and thus have well-established websites. But with the help of some analytics, we can see whose site is most effective. Marketing Website Grader, gives PETA a score of 94. PETA has a blog, RSS feed, mobile site, Facebook page and Twitter page. On average PETA posts a blog once per hour, blog posts are tweeted eight times, and they’re shared on Facebook ten times. Additionally PETA has 5,360 pages indexed by search engines and almost 25,000 linking sites. Alexa shows PETA is ranked 14,319 globally and 5,156 in the U.S. against other websites.

Unfortunately, WWF does not rate as well. WWF received a 71 from Marketing Website Grader, a much lower score than PETA. WWF has a mobile site, Facebook page, Twitter page, but no blog or RSS feed. These greatly impact the effectiveness of the website. WWF has 10,700 pages indexed by search engines- twice the amount of PETA- but only 16,000 linking sites – almost 10,000 less than PETA. Alexa ranked WWF 29,673 globally and 7,153 in the U.S. Both of WWF’s Alexa rankings are worse than PETA’s. Thus, when it comes to website effectiveness, PETA wins again due to their higher website ratings and number of linking sites. Because PETA has better social media and website presence, it is the winner in this evaluation against the World Wildlife Fund.

I do not own the below graphs. Graphs provided by Alexa.com.

BOUNCE

Alexa’s graph shows each website has a very similar Bounce Rate. PETA is red. WWF is blue.

PAGEVIEWS

Alexa’s graph shows PETA’s website has a larger daily reach percentage. PETA is red. WWF is blue.

REACH

Alexa’s graph shows PETA’s website has a larger daily reach percentage. PETA is red. WWF is blue.

TIME ON SITE

Alexa’s graph shows both websites are similar on average Time on Site. PETA is red. WWF is blue.

TRAFFIC RANK

Alexa’s graph shows PETA has a larger daily traffic rank. PETA is red. WWF is blue.