Matt Koltermann

Marketing & fundraising technologist for nonprofits. Lover of geek humor, good design, and anything involving cats.

Profile

Online Marketing & Development Manager at Action Against Hunger
Nonprofit Organization Management | Greater New York City Area, US

Summary

Matt Koltermann is a nonprofit communications professional with a decade of diverse experience as online engagement strategist, marketing technology evangelist, knowledge manager, and grassroots international development volunteer.

After earning a business degree in marketing and psychology from The College of William and Mary, he served as a U.S. Peace Corps Volunteer in Kenya, providing conservation organizations and micro-entrepreneurs with the training they needed to improve their bookkeeping, marketing, and income-generating activities.

Shortly after his return from Kenya, he served as a Crisis Corps (now, Peace Corps Response) Volunteer in rural Louisiana to connect hundreds of displaced victims of Hurricanes Katrina and Rita with relevant social services for food, clothing, shelter, and health care.

Matt also facilitated online outreach projects at Idealist.org, including an innovative initiative that encouraged members to meet offline and form interest groups to support grassroots community development, resulting in over 400 events taking place in 80 countries over three months.

In addition, Matt managed online communications strategy, facilitated website development projects, administered enterprise-class web applications, and advised on best practices in marketing technology and social media trends as Senior Manager of Community Engagement at Cross-Cultural Solutions, a nonprofit organization that operates international volunteer programs for thousands of people each year.

Matt is currently Online Marketing & Development Manager at Action Against Hunger.

He also runs a fledgling blog, Nonprofit Geekery, which focuses on how nonprofits can effectively leverage technology and social media to support the causes they care about and scale operational efficiency.

Experience

  • Sept 2010 - Present
    Online Marketing & Development Manager / Action Against Hunger | ACF-USA
    Leading online marketing and technology strategy, including websites, peer-to-peer fundraising, social media, SEO/SEM, email marketing, mobile marketing, domain management, and conversion optimization. Launched hosted applicant tracking platform responsible for managing hiring workflows for over 1,000 job applicants each month, greatly improving HR scalability and efficiency; provided legacy system migration and training to over a dozen internal users. Introduced mobile donation processing for offline events using iOS and Android-based devices. Increased traffic from search engine marketing by 300% using a Google Grant. Improved monthly email capture rate by nearly 600% using conversion optimization techniques. Increased organic search visits by 110%.
  • Feb 2010 - Present
    Senior Manager of Community Engagement / Cross-Cultural Solutions
    Led interdepartmental projects to integrate online social engagement strategy into support and outreach activities. Led projects to improve organizational knowledge management, including data capture, validation, and normalization initiatives; workflow automation; online survey development; and constituent segmentation. Administered enterprise-class web applications including website content management, email marketing, online chat, and surveying systems; led systems integration initiatives; and trained end-users. Migrated extensive image library to hosted digital asset management platform. Facilitated efforts to dynamically infuse user-generated and social media content into primary web presence. Ensured brand consistency across multichannel online marketing initiatives. Developed online surveys utilizing complex logic and advanced CRM integration, increasing response rate over 200%. Authored the organization’s first social media policy for staff.
  • Mar 2008 - Present
    Communications Manager / Cross-Cultural Solutions
    Selected a website content management system, designed data architecture and taxonomy, successfully facilitated the migration of thousands of content items, collaborated with developers, and created testing scenarios as project manager for the relaunch of primary website; successfully delivered on-time within a tight deadline. Developed comprehensive brand monitoring and industry-leading social media strategy, evangelized social media as critical to constituent engagement and creating brand awareness, and facilitated interdepartmental involvement. Improved email marketing strategy by creating well-designed and cross-client compatible HTML email templates, enabling non-technical users to efficiently create content, and dramatically improved engagement metrics. Administered enterprise-class content management system containing over 4,000 items, including security role management, data template development, and end-user training. Participated in volunteer abroad programs in Peru, Guatemala, and Thailand for a total of 10 weeks.
  • Nov 2005 - Present
    Community Outreach Manager / Idealist.org
    Managed interdepartmental project team focused on a new organizational initiative to grow and diversify global network by engaging targeted groups of Idealist members in active outreach both online and off. Managed launch and support of international initiative that encouraged Idealist members to hold face-to-face community meetings resulting in over 400 events taking place in 80 countries over three months. Cultivated relationships with Idealist members to provide one-on-one support for their community meetings, solicited feedback on our programs, and developed interest stories for user inspiration. Conceived and spearheaded the editorial development of Idealist's Community Action Center, a comprehensive online resource for people who want to improve their communities. Created and maintained review standards for several databases of website content. Managed one full-time associate and occasional interns, and had been highly involved in the recruitment and training processes for many other full-time staff members, interns, and volunteers. As Program Assistant, conducted research on and presented strategic recommendations for expanding Idealist’s presence in developing countries through community radio stations, village technology centers, and NGO partnerships.
  • Sept 2005 - Present
    Applicant Services Specialist/Crisis Corps Volunteer / FEMA/Peace Corps
    Advised and provided ongoing case management to hundreds of Hurricane Katrina/Rita victims at a Disaster Recovery Center on FEMA aid processes and connected them to relevant local services for food, clothing, shelter, and health care in rural Louisiana. Trained five new Specialists on FEMA’s service processes, appropriate communication skills for assisting distressed evacuees, and using proprietary web-based case management applications.
  • Dec 2004 - Present
    Administrative Assistant/Junior Consultant / J. Ottman Consulting, Inc.
    Managed workshop logistics, wrote proposals, and researched presentation content for Design:Green, an emerging workshop series in sustainable design for consumer products. Co-developed improved brand and communications strategy for Design:Green. Managed office activities including website content, intern supervision, and marketing functions. As an post-college intern, researched and developed draft of proprietary consulting tool intended to reduce environmental impact through design innovation, and co-authored topical article for industry business magazine.
  • Mar 2005 - Present
    Intern / GreenOrder
    Researched and produced quantitative environmental claims and advanced calculators for marketing executives at General Electric involved in launching its global “Ecomagination” campaign, including those for hybrid locomotives, agricultural surfactants, and aircraft engines.
  • Sept 2002 - Present
    Small Enterprise Development/Information & Communication Technologies (SED/ICT) Volunteer / Peace Corps
    Developed a series of computerized financial management tools for a rural micro-enterprise support organization resulting in a 30% reduction of administrative expenses and accounts receivable. Created comprehensive business plan and marketing materials to leverage underutilized resources and reduce donor dependency for a regional training center in organic farming. Presented basic business skills workshops to informal sector artisans in English and Kiswahili, and provided one-on-one consulting services. Served elected term as chairperson of national SED sector advancement committee. Designed and managed two-week technical training curriculum for new SED volunteers.

Education

  • 1998 - 2002
    The College of William and Mary
    BBA in Marketing and Psychology
    Activities: Student Leadership Award

Additional Information

Posts

March 17, 04:47 PM

The annual SXSW Interactive conference in Austin, TX—which brings together tech geeks, social media peeps, and other online folk—wrapped-up yesterday after five intense and inspirational days. I attended a bunch of sessions focused on how nonprofits, in particular, can take advantage of technology to meet their mission—here’s a short-list of ten things that really stuck. (Though the content’s evergreen, please note this post was written after SXSW Interactive 2010.)

1. Tell stories about your constituents that speak to the heart and inspire action.

How are lives being changed because of our services to support, feed, advocate for, teach, and clothe? How are individuals impacted by the work we do? How is the fabric of the community positively changing because we’re here? When supporters donate time, money, or services, they don’t do so to support us, really—they do it for the causes that benefit from the work we do. Inspire them to action by telling stories about how causes are affected because of your organization, not just about what your mission is.

2. Ensure cross-channel brand and message consistency.

Message and brand consistency isn’t just about your website, print materials, and email newsletter anymore. Now there’s your Facebook Page, Twitter profile, white-label social networking community, transactional emails, click-to-chat, and a host of other channels you use to get the word out about your organization. What’s your strategy for not only ensuring that people are experiencing your brand consistently across all these channels, but for making sure that your tone, language, message and is both consistent AND appropriate for the medium? Not an easy task, but it’s a critical branding activity.

3. Get your message across in as few words as possible.

We all have LOTS to say about how important our mission is, the details about our program and service delivery, and the impact we’re having. But, if you’ve taken a look at your website analytics lately, you know you have mere seconds to engage your audience before the continuous partial attention kicks in and they’re off to another page or site. I know this tends to take some internal wrangling, so try let your analytics speak for themselves when making a case to stakeholders: There’s simply no time to say everything we think is important, and we need to embrace it. Cut, cut, cut…and then cut some more until you’re left with only your core messages. My favorite messaging-related buzzword now is “simplexity”: The art of communicating complex ideas in succinct ways, because nothing’s important if everything’s important.

4. Make sure your website behaves like an approachable and likable person.

I had an “a-ha!” moment when I heard this because it totally captures what it is we need to do with our websites: They need to be friendly, engaging, and likable—which is pretty much the opposite of what most of our websites are (stuffy, wordy, and malfunctioning). Consider how qualities about likable people (casual, modest, interesting, helpful) can be emulated by your website when it comes to content, design, forms, error messages, and the like.

5. Support other nonprofits involved in your cause.

I think we all know that it’s not really about the work of individual organizations, but the aggregate impact we all have on the causes we care about. It’s helpful to be reminded of that from time to time, though, because it can be challenging in practice. We need to do what we can to support each other.

6. Segment your constituents and develop a targeted communications strategy.

Related to email marketing strategy, something I’m totally focused on this year is doing a much better job of segmenting our database of supporters in order to create hyper-targeted messages. Do you know their gender? Age? The causes they care about? What industry they work in? How often they’d like to hear from you? How about their donation history? How many links they’ve clicked on in the past few emails? If you know all this stuff, are you actually taking advantage of it? It’s not about the number of emails you send anymore, but how well you’ve engaged your audience.

7. Create and maintain an editorial calendar.

And speaking of segmentation and cross-channel message consistency, it’s totally important to have an editorial calendar so you’re not left wondering what you’re going to write about today on your Facebook Page. When will your emails go out? How do they relate to holidays that are relevant for your organization? What milestones can you share and when will they occur? The better you’re able to anticipate opportunities, the more likely you are to engage your constituents in timely and relevant ways—so get going on that calendar!

8. Empower your super-advocates.

Some supporters are more active than others. And then there are your best advocates, the supporters that are so excited about the work you do and do so much for the causes your organization benefits that you just want to love them and hug them and squeeze them and call them George. Well, are you doing anything for them? Do you recognize them in some way? Better yet, are you empowering them to engage even more supporters? Make sure this is integrated into your outreach strategy.

9. Experiment frequently and iterate rapidly.

Yeah, I know this is much easier said than done. But, a big takeaway for me was the need to experiment with new ways of communicating your core messages, new website functionality, different ways of capturing data, and creative methods to engage your peeps. We absolutely can’t be afraid to test new ideas! Make sure you have ways of analyzing the before and after, and embrace the fact that some ideas will fail. We’re sure to be surprised and enlightened by what we learn when we lighten-up and experiment.

10. Create content that people will talk about and share.

When creating new content—whether it’s in an email newsletter, on your website, or on your Facebook Page—consider it from the perspective of whether or not it’s shareable. Are you creating something that encourages your supporters to share with friends and family? Are you providing the right tools to make sharing easy for people? It’s not just about our marketing messages anymore—word of mouth marketing from our network of friends, family, and people whom we look to when making purchase decisions is more important than ever.

And what did YOU learn? Share!



October 27, 06:44 PM

[NOTE: This post is being featured along with twenty other awesome ones about nonprofit technology on NTEN's blog. Check it out!]

Facebook is kind of a big deal.

With two billion pieces of content shared every day on Facebook, influentials confirming that Facebook has been the largest gainer of online usage over the past three years, and recent deals with Microsoft and Google to bring public status updates to search results, getting your nonprofit organization to appear in Facebook’s news stream needs to be a marketing priority for the new year.

There’s a pretty good chance your website or blog already has a “Share on Facebook” icon or button that offers your visitors a dead-simple way to share your site with their peeps on Facebook, so that’s a great start. With a little technical savvy, you may have even figured out how you can control some of the content that appears in what’s shared to Facebook, such as the thumbnail image and the link description.

If you delight in keeping-up with tech news, you may have also heard that Facebook recently relaunched its “Share” button to include customizable text and a handy little count bubble that shows how many times a link has been shared, which is pretty nifty.

Facebook's new "Share" button with count bubble

As great as all this sharing is, though, what if you could have even more control over the content that’s shared, increase your brand’s visibility, add a call-to-action, and get started on creating a deeper level of engagement? You can do all that with Facebook Connect. [UPDATE: Facebook Connect is being phased-out and replaced by Facebook Platform.]

If you’ve ever logged into another website using your Facebook account, that’s an example of Facebook Connect in action: it’s a secure way for you to authorize other websites to access your identity and connections on Facebook without needing to hand over your login information to yet another third party. With your consent, Facebook Connect also allows websites to access a user’s news stream to publish content—and that’s where things get exciting.

If you have a website where visitors complete actions—like to donate, enroll, volunteer, become a member, RSVP, request information, sponsor, etc.—make sure you provide them with the opportunity to tell people what they just did. On the page that thanks people for their donation, for example, encourage them to tell their friends on Facebook that they just did something great to support your organization. Similarly, make sure that they can easily share their enthusiasm after they’ve just signed-up for your program. You can do this by adding a button to these pages that leverages Facebook Connect to share a chunk of pre-defined content.

Implementing Facebook Connect can be a bit tricky, so I’ll take you through five steps to get it done. With a bit of geeky self-reliance and motivation, you can totally do this yourself without the assistance of a Web developer.

So, here we go!

1. Run the Facebook Connect Wizard.

This process creates the Facebook “application” that your website needs to communicate with Facebook. Enter your site info, upload the xd_receiver.htm file to your root directory, and test the connection.

Facebook Connect Wizard Step 1

2. Add a spiffy icon to your application.

Yay! Your application is now “Connect-enabled” and ready for a lot of awesome.

Your site is now Connect-enabled!

But, take advantage of a branding opportunity here by adding an icon that becomes part of your published content.

Facebook Developer Dashboard

Go to your Developer Dashboard, click on “Edit Settings,” and then the “Change your Icon” under “Basic Settings” to upload your 16 px × 16 px icon (which is the same size as a favicon except it needs to be a GIF, JPG, or PNG).

Edit Application

3. Create the content you want published to the news stream

Now, it’s time to visit Publishing to Facebook and create your first chunk of shared content.

Stream publish content form

See how I’ve added the “Subscribe” link so Facebook users can subscribe directly to Nonprofit Geekery right from the news stream? Once you’ve entered your info, click the “Preview dialog” button to see exciting things.

Preview of published content

If you’d like, click “Publish” to send it to your profile and news stream.

How it looks in the news stream

See how it all comes together? With Facebook Connect, you control the link, the title of the link being shared, the description, the image, the icon, the name of your organization, and the call-to-action! Admittedly, my example is pretty lame since I’m just sharing the homepage with a generic description about the site, but there’s lots of opportunity here to customize the content based on the action your website visitor has just taken.

4. Insert the code that makes it all work.

Once you’re done being wow-ed with your work so far, it’s time to grab the code and put it on your site.

First, copy and paste the first chunk of code you see on that same Publishing to Facebook page and place it in your HTML just after the <body> tag on the page.

The code your website needs to communicate with Facebook

Next, copy the code that renders all that lovely content you just created and paste it where you want the button to appear.

Code to publish the shared content

5. Make it look pretty.

Since that “Preview Dialog” button looks like it got beaten with an ugly stick, let’s dress it up in two steps. First, add these styles to your site’s CSS file.

/*FACEBOOK CONNECT BUTTON*/
input.fb-publish {
 background: #617aac url('http://static.ak.fbcdn.net/rsrc.php/zAB5S/hash/4273uaqa.gif') no-repeat 5px;
 border-bottom: 2px solid #33332f; /*Separate border styles give a simple 3D effect*/
 border-left: 1px solid #33332f;
 border-right: 2px solid #33332f;
 border-top: 1px solid #33332f;
 color: #fff;
 margin: 10px;
 padding: 5px 5px 5px 25px;}

input.fb-publish:hover { /*Adds neat-o hover effect to the button*/
 border-bottom: 1px solid #33332f; /*Separate border styles give a simple 3D effect*/
 border-left: 2px solid #33332f;
 border-right: 1px solid #33332f;
 border-top: 2px solid #33332f;}

Then, add the “.fb-publish” class defined above to your button…

Add the "fb-publish" class to your button's HTML

…and edit the “Preview Dialog” text.

Change the "Preview Dialog" text to something less awful

Save the files back to your site, refresh, and behold the transformation!

Your pretty new button!

To see a working demo in action, check out my sandbox. [UPDATE: I've removed the link to my sandbox since Facebook Connect is being phased-out and replaced by Facebook Platform.]

I would really love to hear all the creative ideas other nonprofit geeks have for putting this to use. Have you implemented Facebook Connect on your nonprofit’s website? What are your suggestions for how this can be used to get into the stream?



September 15, 11:01 PM

Did you know you can link directly to a specific time in a YouTube video? If you use online video as a way to get your nonprofit’s message out, make sure you’re taking advantage of YouTube’s deep linking capabilities. It’s super-easy, and you can do it right now.

Let’s say you have a five-minute video about volunteering abroad in Brazil on YouTube:

http://www.youtube.com/watch?v=d3mVea-XWPk

That one video, though, covers a whole bunch of different topics related to volunteering in Brazil, like what kind of volunteer work is available starting at 1:45, interesting cultural activities you’ll enjoy starting at 2:53, ideas for what you can do in your free time starting at 3:45, and other distinct video segments—each of which represents an opportunity to provide targeted, relevant content for your constituents. To create a deep link directly to the video segment about cultural activities, for example, just use the following syntax:

http://www.youtube.com/watch?v=d3mVea-XWPk#t=2m53s

That’s it! When the video loads, it will start at the 2:53 mark. Deep linking to particular video segments like this is particularly awesome if you have pages of content on your website that also relate to those segments, like a page about cultural activities that spans multiple countries in which you can volunteer, for example, because then you can take advantage of linking to that segment on cultural activities in Brazil and create a great experience for your constituents.

Now, you should start thinking in terms of video segments instead of whole videos, too. Here’s how to get there:

  1. Do a video segment audit. Review each of your videos for opportunities to slice-and-dice it into distinct segments.
  2. Keep track of the segments by noting the time they start, and give each a descriptive title. I’d recommend a spreadsheet for organizing this (and what self-respecting geek doesn’t delight in a good spreadsheet?). The more videos and segments you have, the more you’ll need to be strategic about how to keep all that juicy content organized in such a way that makes linking opportunities easily identifiable.
  3. Find linking opportunities. Now that you’re thinking about video segments and enjoying the afterglow of uncovering content you never knew you had, start linking! Your constituents will thank you for it.

A WIN for targeted content. How are you taking advantage of deep linking to YouTube videos?



August 25, 04:30 PM

Do you get emails from Google Alerts whenever your org is mentioned on the Web? Great!

Now I’ll show you how to take your brand monitoring strategy up a notch.

Google Alerts by email is one of the Web’s original keyword monitoring tools. However, the content that Google Alerts monitors for your keyword search isn’t comprehensive, search terms and Alerts accounts can be hard to manage internally when multiple people are involved, and we get too much email as it is!

Fortunately, RSS feeds offer a much more efficient way of making sure we’re in the know when someone’s talking about us or our organization on the Web. (If you need a primer on RSS feeds, check out “the Oprah way” of explaining how RSS works.)

To get started with making the transition to monitoring with RSS feeds, you first need a feed reader. There are a bunch of options to choose from if you don’t already have a favorite. Carie Lewis at the Humane Society, for example, uses iGoogle for brand monitoring, and Amy Sample Ward uses Netvibes to keep track of keywords that are relevant to her. I use Google Reader, so that’s what I’ll talk about here. Google Reader offers a centralized, Web-based approach to organizing your RSS feeds, sharing feed content with others, and learning about your feed-reading trends with built-in analytics. It’s pretty nifty! And, you can share a single reader account between multiple people since it’s totally Web-based.

Whether you’re monitoring the Web for mentions of your brands, executives, peer organizations, or other chatter that’s important to you, it’s critical that your monitoring is comprehensive—which I mentioned is one of the pitfalls of relying solely on Google Alerts. To be comprehensive, the content you monitor must be inclusive of mainstream news media, blogs and blog comments, Twitter, video- and photo-sharing sites, discussion forums, wikis, and more—none of which is comprehensively monitored by a single service, so you’ll need to construct a dashboard consisting of not one, but multiple feeds that dynamically search for the stuff you’re looking for.

So, which search services should you get your feeds from? Above is a screenshot from Google Reader of the feeds we monitor at Cross-Cultural Solutions for the keyword phrase, “cross-cultural solutions,” which are inclusive of a wide range of content indexed by the following services:

To get your own RSS feeds of search terms, just click on the RSS feed icon (like this: ) in your browser’s address bar after doing your search on any of these services and subscribe to it in Google Reader. If you’d like, you can also grab a “comprehensive” RSS feed version of your currently-emailed Google Alerts instead of turning them off altogether—but, keep in mind that, despite the fact that Google Alerts are individually available for Google News, Blogs, Web search, Video and Groups, the “comprehensive” alert only includes News, Web search, and Blogs.

You can access your "comprehensive" Google Alert by RSS

Once you have your feed list squared-away, it’s time to have a look through all that lovely, relevant content that’s neatly organized in one place. You’re bound to find duplicates here and there between the services, of course, but each feed will likely pick up content that another hasn’t. Feel free to experiment with a bunch of other services, too! What you actually do with this content now is the subject of another blog post or three :)

BlogPulse's feed items containing the keyword phrase, "cross-cultural solutions"

Have I left any services out?



August 06, 03:24 AM

What better time to launch a blog for geeks than during Global Geek Week?

Taglined “an entire week dedicated all that is geek & giving back,” Global Geek Week is sponsored by the Society for Geek Advancement (also on Twitter @geekadvancement) and Mashable’s Summer of Social Good with a focus on attracting donations to major nonprofits like Oxfam America and The Humane Society.

There’s also a contest going on, with the winner getting two roundtrip tickets to anywhere Virgin America flies. Just submit a geek-inspired video up to two-minutes long and post to YouTube’s globalgeekweek group to be judged by tech luminaries such as Guy Kawasaki and Shira Lazar. Over 50 videos have been submitted already, and they’re pretty darn geeky.

Follow the latest in geek-week tweets with the #geeksforgood hashtag.

UPDATE (Aug 10): Mashable’s got a run-down of the top ten geekiest videos submitted.



August 01, 09:17 AM

I like nonprofits. I like technology. And I totally geek out when it comes to technology that’s accessible to tech-strapped nonprofits.

Fortunately, there’s lots of awesomeness in this space to satisfy me. People like Beth Kanter, Amy Sample-Ward, and the rest of the good folks at Socialbrite and NTEN—and the whole community of nptechies who tweet, retweet, blog, and share stuff—feed my need to be informed and inspired about technology in a nonprofit context on a daily basis.

What I’d like to do here is complement all that goodness with a blog featuring short, focused posts on actionable things you can do right now to promote your cause, engage your people, and advance your organization’s mission using free and inexpensive online tools. I’ll write-up some advice and share best practices in:

  • brand monitoring,
  • social media strategy,
  • website content strategy,
  • staff engagement,
  • and other fresh bits of nptech goodness.

You’ll find step-by-steps, case studies, info on fun and useful new techie things I’m experimenting with, and the occasional lolcat. I’ll try not to say things like “leverage” and “robust” and “even your grandmother’s on [insert social network here],” but I can’t pinky-swear. And I totally dig screenshots, so expect to see lots of those, too. With arrows. And neon highlighting.

And so begins the Nonprofit Geekery. If you’d like, subscribe to the Geekery’s (humble) feed, join the site using Google Friend Connect, leave some feedback, and learn about me.

While you’re doing that, I’ll work on writing some geeky stuff I hope you’ll enjoy.



Posts

October 24, 11:03 PM

Step 1: Locate Cub. Snorf cub neck to determine if said cub is indeed the correct cub that needs a pickin’ (up.)


Step 2: Brace self with nearby log (or chair leg) for support


Step 3:  Grip cub firmly with patented Double-Wrap-Around-Huggular-Neck-Chomp-n-Claw™ motion!


Step 4: If cub grip loosens, perform extra snarfing action at nape of neck


Step 5: Finally, carry cub around like you own the place!


Oh and, try not to swing the baby to and fro, it’s bad form.


Cuteporter Sarah A. discovered these gems by RomeoOliverPool.


Filed under: Uncategorized Tagged: Bears, Unusual animals
October 24, 12:20 PM


The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, MA, that makes a full platform of marketing software, including lead generation tools.

If you’re a non-profit, you’re using every imaginable network to get your message out. Amidst all the fancy new social tools with silly names, it’s possible to lose sight of the traditional blog as an effective channel.

Most non-profit websites have some blog components — posting updates, news, photos, videos, etc. — to keep their fans informed. We dug a little deeper and found some unique ways that non-profits are sharing content.


1. Blog Action Day


Blog Action Day takes the adage “two heads are better than one” and applies it to digital updates. Blog Action Day is an annual event in October for which major blogs and everyday bloggers come together to write about and spread awareness about important issues. Mashable has participated in Blog Action Day, even writing up a story on last year’s theme, Water.

The event has attracted major companies and blogs including Oxfam, the Guardian and Tumblr.


2. charity: water


Following the water theme, charity: water has put its blog front and center with the launch of Dollars to Projects, an initiative to match up every donated dollar with a real world action. Charity: water wanted to fight the feeling that donations just fed into a vat of pooled money. Instead, Dollars to Projects accounts for every donated dollar by providing donors with photos, video and text updates detailing how their money is being used.

“Water is provable — you can know that you solved the problem and saved people’s lives,” said founder and CEO Scott Harrison during Mashable‘s Social Good Summit. Harrison said that charity: water receives 73% of its donations online.


3. Reports and Interactive Maps


Some non-profits like Invisible Children and HarassMap are turning their blogs and websites into social tools. Invisible Children, a non-profit seeking to end violent conflict in Uganda, created an LRA Crisis Tracker to plot out where violent attacks are taking place in Uganda, but also to provide a constant stream of news and updates about the violence in the area. It’s a bit of a hybrid between an interactive map and a blog, but one that helps Invisible Children achieve its mission.

HarassMap is a similar idea from a group of Egyptian women sick of the harassment and abuse of women in Egypt. The map, like the Crisis Tracker, show where attacks take place along with sections for submitting reports and finding help.

Image courtesy of Flickr, Fikra


Series supported by HubSpot

The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, MA, that makes a full platform of marketing software, including lead generation tools.

More About: blog, Digital Marketing Series, features, mashable, non-profits, Social Good

For more Social Good coverage:

October 19, 01:41 PM

Many of you have shared with us difficulties you’ve experienced when using traditional path analysis tools. For instance, many of these tools don’t sensibly group related visitor paths and pages, and segmentation analysis can be difficult. You’re looking for better ways to visualize and quickly find those insights about how visitors flow through your sites.

The Google Analytics team has been listening and is working hard to meet your needs. Our design team chose not to build individual “path analysis,” which can quickly become complicated. Instead, they took inspiration from a wide range of sources to reimagine approaches for visualizing visitor flow. Our goal is to help marketers and analysts better optimize their visitor experience by presenting the ways that visitors flow through their sites in an intuitive and useful way.

This morning at Web 2.0 Summit, Susan Wojcicki & I unveiled the release of “Flow Visualization” in Google Analytics, a tool that allows you to analyze site insights graphically, and instantly understand how visitors flow across pages on your site. Starting this week, “Visitors Flow” and “Goal Flow” will be rolling out to all accounts. Other types of visualizers will be coming to Google Analytics in the coming few months, but in the meantime, here’s what you can expect from this initial release.

Visitors Flow

The Visitors Flow view provides a graphical representation of visitors’ flow through the site by traffic source (or any other dimensions) so you can see their journey, as well as where they dropped off. You’ll find this visualizer on the left hand navigation menu, where you’ll see a new “Visitors Flow” link under the Visitors section.



Nodes are automatically clustered according to an intelligence algorithm that groups together the most likely visitor flow through a site.

You’ll also notice that we made the visualization highly interactive. You can interact with the graph to highlight different pathways, and to see information about specific nodes and connections. For example, if you want to dive deeper into your “specials” set of pages, you can hover over the node to see more at a glance.



This type of visualization allows you to answer important questions, such as “How successful is my new promo page?” In the example above, a marketer instantly gains the insight that there are 5.46K visits (based on the sources on the left hand side) and the majority of visits to the “specials” or promo page come from Google search.

To take this a step further, you can drill down into any node by “exploring the traffic” through the node. In this case, you can see how visitors coming specifically from Google search journeyed across your site.



We realize that you might want to specifically focus on a node, so we’re providing data on all the visits that lead to that node, and not just the ones that come from the top sources in the Visitors Flow. You can also traverse the path forwards or backwards on this visualizer to gain more insight on how engaged the users are to your new promotion.

Goal Flow

Goal Flow provides a graphical representation for how visitors flow through your goal steps and where they dropped off. Because the goal steps are defined by the site owner, they should reflect the important steps and page groups of interest to the site. In this first iteration, we’re supporting only URL goals, but we’ll soon be adding events and possibly other goal types.



You can find the Goal Flow visualizer in the Conversions > Goals section of the “Standard Reporting Tab.” Goal Flow helps you understand:

  • The relative volume of visits to your site by the dimension you choose (e.g. traffic source, campaign, browser)
  • The rates at which visitors abandon different pathways
  • Where and how visitors navigate each of the steps that you defined
  • How the visitors interacted with your site, including backtracking to previous goal steps
You can also apply any advanced segments to a Flow Visualizer. In addition, for those who want to see how visitors arrive at a page (or pages) of interest, they can select that page (or pages) and visualize “backward”. Such “reverse paths” could help site owners identify suboptimal placement of content. Similarly, “forward” paths from a page (or pages) can be visualized to understand most visited pages or to see visitor flow leakages that a site owner might be unaware of.



Pages before and after the node of interest are automatically grouped based on the most common “visitor” flows, and we’re building continued improvements to help group together sensible visitor paths and page nodes.

If you don’t have goals or goal funnels already set up, don’t worry. You can create a new goal or goal funnel from your profile settings and check it out right away - it works backwards on your historical data.

These two views are our first step in tackling flow visualization for visitors through a site, and we look forward to hearing your feedback as all users begin experiencing it in the coming weeks. We’re excited to bring useful and beautiful tools like these to help you understand your site, so stayed tuned for more!

As always, we welcome your input on how we can make Flow Visualization truly useful for you, so let us know in the comments, or send us your thoughts.

- Posted by Phil Mui, Google Analytics team
October 18, 05:43 PM

Kleiner Perkins partner and former Morgan Stanley analyst Mary Meeker is about to take the stage here at Web 2.0 Summit to present on Internet trends, as she does every year.

I’ll be writing this up live, so keep refreshing. For now, you can flip through the slides above and take a gander at her 12 trend topics below.

1. Globality – We Aren’t In Kansas Anymore…

Meeker revealed that 81% of users of the top ten global internet properties are outside the USA, which makes global markets a force to be reckoned with.

2. Mobile – Early Innings Growth, Still…

iPhones, iPods and iPads have revolutionized the market. But Android tablets and phones, at a different price point, are not to be underestimated.

3. User Interface – Text/Graphical/ Touch / Sound / Move

“Sound is going to be bigger than video. Record is the new Qwerty,” say SoundCloud CEO Alexander Ljung.

4. Commerce – Fast / Easy / Fun / Savings = More Important Than Ever…

The ability to click and buy on a mobile device is making a huge difference in mobile commerce. “It’s now an expectation that if you see it on your screen, you can click and buy it,” says Meeker.

5. Advertising – Lookin’ Good…

Look at Google’s click growth for an indicator of advertising health: 23% of clicks on ads is a good sign Meeker says.

6. Content Creation – Changed Forever

Meeker refers to Joanne Bradford from DemandMedia doing a better job at talking about content creation.

7. Technology / Mobile Leadership – Americans Should Be Proud

64% of smartphones have U.S.A. OSes (iOS, Android, Windows Phone) versus 5% 5 years ago.

8. Mega-Trend of 21st Century = Empowerment of People via Connected Mobile Devices

“The ability to get realtime fast and broad information flow is only going to get greater,” says Meeker.

9. Authentic Identity – The Good / Bad / Ugly. But Mostly Good?

“One of the biggest topics of the next ten years,” Meeker says.

10. Economy – Lots of Uncertainty

Despite lots of indicators of uncertainty, “We’ve had a good two weeks.”

11. USA Inc. – Pay Attention!

The US ranks 10th on a list of country by debt. Greece, by comparison, ranks number 3.


October 17, 04:00 AM

A few years ago, Internet access in Africa was crazy expensive. Entire projects would sink under the weight of a monthly broadband bill, often exceeding staff salaries to be the single largest expense in an ICT intervention.

Fast forward to 2010 and the ITU says that broadband Internet access prices are dropping by more than 50% globally with a special bonus for African countries:

The regional price trends highlight that while ICT prices are falling in all regions of the world, the greatest price drops occurred in Africa, where fixed broadband prices fell by over 55% and mobile cellular prices by 25%.

Despite this encouraging trend, Africa continues to stand out for its relatively high prices. Fixed broadband Internet access in particular remains prohibitively high, and, across the region as a whole, still represented almost three times the monthly average per capita income. Only one out of ten people in Africa is using the Internet.

Before you let that second paragraph depress you, realize that the ITU may need to update the way it records Internet access when mobile data subscriptions account for 99 percent of all Internet access in Kenya and mobile phones are killing the cybercafé business model.

It may be that Internet penetration is actually higher than 10% now that all that African fiber is being used by mobile subscribers vs. fixed line users. After all, Facebook usage in Africa doubled in a month in 2011, with half of its users globally accessing their favorite social network via a mobile device, not a traditional computer.


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October 15, 02:37 PM


Each day, Mashable highlights one noteworthy YouTube video. Check out all our viral video picks.

A homemade video uploaded to YouTube last month recently went viral, attracting almost 11 million views and landing its star — 8-year-old British girl Sophia Grace Brownlee — a segment on The Ellen DeGeneres Show this week.

In the video (below), Brownlee performs a fierce a cappella version of Nicki Minaj’s “Super Bass” as her younger cousin Rosie Grace McClelland provides cute background vocals and even cuter dance moves.

Ellen Degeneres flew the girls to be on Ellen and surprised them (above) when she brought out the blonde-and-blue haired Minaj, who later performed “Super Bass” with the pint-sized duo.

“I’m the second Nicki Minaj,” yelled Brownlee after Degeneres plopped a wig on her head.

Degeneres often features YouTube stars on her show. In 2010, she even launched a record label and immediately signed YouTube sensation Greyson Chance, who was 12 at the time and became famous for a middle school performance of Lady Gaga’s “Paparazzi.”

SEE ALSO: YouTube Cover Song Face-Off Series

More About: cover songs, ellen degeneres, music videos, Nicki Minaj, viral videos, viral-video-of-the-day, YouTube

For more Entertainment coverage:

September 15, 10:00 AM

By Guest Contributor Jonathan Vogeler

This summer, Citibank began running an advertising campaign that features three young men embarking on a project, financed by the bank, to photograph Earth from space, using a weather balloon and off-the-shelf equipment. The advertisement taps several currents of our national mythology – independence, ingenuity, discovery, and superiority in space (which is itself an extension of our glorification of colonial conquest).

This is not an entirely fictional story. Two years ago, Justin Lee and Oliver Yeh, two Asian-American MIT students, made international headlines when they used inexpensive, readily available materials to photograph near-space orbit on a $150 budget. They describe their project here, and received national media coverage.

There is a remarkable visual similarity between the Citibank ad storyboard and the real-life project documented by Lee and Yeh on their blog. But there are a few key differences.

As you can see in the commercial above, the most obvious discrepancy is that Lee and Yeh have been replaced by two young white men and a third who appears to be African-American. Within this group there is also a clear racial dynamic: the white men initiate and execute the project, while their friend drives the vehicle and points appreciatively at their success.

America has a long history of mis-attributing credit to white men. But the specific erasure of Asian-American men is indicative of deep cultural paranoia toward the challenge that Asian-American success poses to white hegemony. If the ad were to feature the real-life heroes of this story, many white Americans may read it, not as a feat of American ingenuity, but a dangerous manifestation of their loss of power. This fear is evidenced both internationally, in apprehension toward the rising economies of Asia, and domestically, as resentment of Asian-American students at elite universities. The narrative of enterprising white men achieving success (with an assist from a person of color) is less threatening, because it reinforces the identity that white American men like to imagine for themselves.

A second, less-apparent difference between the commercial and the real story is the source of funding. Citibank positions itself in the commercial as a benevolent patron of small-scale innovation. You may have the idea, the ad says, but the big banks make it feasible. Therefore, white people have an interest in allying themselves with big banks, in the same way that Citibank is tacitly allying itself with the cultural demands of whiteness.

One of the most inspiring aspects of this story, however, is that Lee and Yeh were able to compete with NASA on a budget of only $150. They did not need a bank loan; their seed money was a $200 donation. As they describe it, the specific barrier that they faced was a lack of access to resources. They simply could not afford the expensive equipment that would be needed for near-space photography (and presumably no bank would have lended them the money). Their accomplishment was not only an expansion of scientific knowledge, but the pioneering of a technique that allowed them and others who imitate them to overcome the financial obstacles that restrict scientific access.

The story of ordinary people achieving their goals by tapping small donations and economizing is just as threatening to banks as Asian space-flight is to many white Americans. So this inspiring all-American tale of hard work and ingenuity is rewritten as an alliance between white hegemony and the banking system. Sadly, this the only version of the story that most Americans will ever hear.

October 12, 11:17 AM


The Global Innovation Series is supported by BMW i, a new concept dedicated to providing mobility solutions for the urban environment. It delivers more than purpose-built electric vehicles — it delivers smart mobility services. Visit bmw-i.com or follow @BMWi on Twitter.

Across the developing world, new technologies are helping to distribute resources for education, connectivity and health far and wide. Innovators are finding ways to make technology cheaper and therefore accessible to millions previously excluded by high costs.

Affordability is often the greatest hurdle to overcome in products from sanitation devices to tablet computers, mobile phones to solar panels.

Take a look at these five tech breakthroughs and how they are helping to level the playing field in developing countries.


1. Inexpensive Tablets


One week after Amazon released the Kindle Fire, the first tablet computer to present a serious threat to Apple‘s iPad, another historic tablet was released. On the other side of the world on October 5, India launched the world’s cheapest tablet, Aakash, priced at just $35 for students with government subsidies or $60 in stores, which the government hopes will reduce the digital divide between rich and poor.

If that price — roughly one-tenth the cost of the cheapest iPad — doesn’t sound accessible enough, the Indian government is distributing the first 100,000 units of the Android-powered tablet to college students for free, Reuters reports. “The rich have access to the digital world, the poor and ordinary have been excluded. Aakash will end that digital divide,” said Kapil Sibal, India’s minister of communications and information technology.

The tablet was developed by DataWind, a small British company, with researchers from the Indian Institute of Technology. In addition to fitting the price to the budget of middle class Indians, the device was tested playing two hours of video at 118 degrees Fahrenheit to replicate the oppressive heat of northern India’s summers.


2. Inexpensive Laptops


One Laptop Per Child‘s XO and Intel’s Classmate PC share a common mission: Bringing children access to education through computer ownership. Both programs distribute rugged, affordable laptops to schoolchildren across the developing world.

Intel developed a suite of educational software to accompany the little blue laptop, which costs between $400 and $500 each to distribute. These programs enable teachers to communicate with their students through web-based applications. The computer features a swivel screen, essentially converting the laptop into a touch-tablet. Its durability was tested by baking it in an oven and placing it in a freezer.

Similarly, One Laptop Per Child donates rugged, low-cost laptops that don’t even require an electric outlet. The $200 computers are distributed to students between ages 6-12, so that they are integrated into their early education. Take a look at the video above to learn more about the non-profit’s work.


3. Inexpensive Mobile Phones


As mobile phone ownership rapidly spreads across the developing world, many have tried to create the world’s cheapest cellphone — even Venezuela’s president Hugo Chavez.

Today, Vodafone 150 can claim that title, selling a mobile phone for just under $15. While the phone is not feature-rich, it offers voice calling, text messaging and mobile payments, and it will have an enormous impact on those who have never before connected by mobile. A slightly more expensive Vodafone 250 model is available with an FM radio and color screen.

The phone was launched in 2010 in India, Turkey and eight African nations. Of course, entering into these new markets meant a lot of work to extend the mobile coverage area by the provider.


4. Alternative Energy


SunSaluter, winner of the Startups for Good challenge, aims to bring solar panels to villages in the developing world that have never had access to electricity. While solar energy is a hot topic across the world, its expense has prevented deeper penetration. Eden Full, a mechanical engineering undergraduate at Princeton University, developed solar panels that optimize energy collection as they rotate to face the sun for as much time as possible each day. The system costs just $10 and uses 40% fewer panels than typical solar energy thanks to its rotations.


5. Improved Sanitation


Bill Gates emphasized the importance of sanitation improvements when he pledged to reinvent the toilet for the developing world.

The computer innovator has a point. According to water.org, one billion people don’t have access to clean water, and 2.5 billion people don’t have improved sanitation. So it should come as no surprise that improving sanitation is key to the progress of developing countries.

While cheap laptops and tablets are certainly exciting, some of the life improving technologies in the developing world don’t even require electricity. Last year, India’s Tata Chemicals released the Tata Swach (the Hindi word for clean), an affordable water filter (priced at around $21) that uses nanotechnology, requires no electricity and meets the U.S. Environmental Protection Agency‘s sanitation standards.

The filter is made of rice husk ash (the natural byproduct of making polished rice) and fine nano-silver particles to prohibit bacteria growth. Using the filter prevents against waterborne bacteria and viruses. When Swach was released, Tata said only 6% of urban households and 1% of rural households in India were using water purification devices.


Series Supported by BMW i

 

The Global Innovation Series is supported by BMW i, a new concept dedicated to providing mobility solutions for the urban environment. It delivers more than purpose-built electric vehicles; it delivers smart mobility services within and beyond the car. Visit bmw-i.com or follow @BMWi on Twitter.

Are you an innovative entrepreneur? Submit your pitch to BMW i Ventures, a mobility and tech venture capital company.

More About: computers, developing countries, features, Global Innovation Series, mashable, tablets


October 11, 03:02 PM

The good news is that, at last, everyone agrees:

  1. Marketing technology is now a major dimension of marketing.
  2. The marketing department and the IT department must collaborate.

The challenge, however, is that beyond those two principles, there is a stunning diversity of opinions for how marketing technology should be managed and exactly what the new collaboration between marketing and IT should look like. I've heard from many different companies that are addressing this in very different ways.

At this stage, I actually think that's fine. Different organizational structures should reflect different strategies and cultures — and often the individual leaders at the helm. What works great for one company might be a train wreck in another. What's important, however, is that there is clear governance driving the choices in each particular company.

Are you consciously making your marketing-IT organizational decisions? Or do they just happen by "accident?" Of course, it helps to know what your choices are. With that in mind, I thought I'd try to assemble a list of the different marketing technology organizational models that I've encountered:

Here are brief descriptions of these models:

Model Description
Traditional Marketing makes requests to IT, IT implements and manages overall technology strategy; funded via chargebacks to marketing and primary IT budget. Overall cycle speed usually slowed with overhead, differing priorities. Marketing unlikely to develop much technical savvy in this structure.
Committee IT and marketing leaders, often including the CIO and CMO, participate in a committee to make joint decisions about marketing technology investments and governance. Usually IT handles implementation. Committees are rarely "agile," but may provide good guidance. Committee members may become fluent in marketing-technology synergy.
Co-located An IT team is dedicated to marketing technology and is physically co-located with the marketing team. Day-to-day execution is done collaboratively with marketing staff, but IT group still reports primarily to IT management (maybe dotted line to CMO). Helps exchange marketing and tech savvy across both departments.
Liaison Similar to Committee structure, but an individual person provides coordination between IT and marketing, reporting jointly to CMO and CIO. Can be more agile. Role may be "Chief Marketing Technologist." IT still handles most implementation, although outside vendors may be arranged by the liaison.
Embedded A dedicated marketing technology team based in the marketing department — but unlike Co-located, reports to (and funded by) the CMO, not the CIO. Led by a Chief Marketing Technologist. Should still adhere to IT governance, may have dotted line accountability to CIO. May wear "marketing operations" label. Marketing becomes very tech savvy.
Direct Report The IT department directly reports to the CMO. I've heard of a case of this with a major retailer. May work if marketing charter is broad enough to address the total customer experience. Seems tricky for non-marketing IT responsibilities.
Independent An independent marketing technology team is assembled that lives outside of the traditional marketing and IT departments, although its chief reports to both the CIO and the CMO. Independence may enable agility, but possibly at the expense of alignment with the core departments from which it came.
Outsourced (Mktg) The majority of marketing technology strategy and implementation is outsourced to one or more third-party vendors, but primarily under the direction of the CMO. Sidesteps as much IT implementation as possible with software-as-a-service (SaaS) and standardized APIs and data formats. Alignment concerns if third-parties are too strong relative to marketing's own technical savvy.
Joint Venture IT and marketing both contribute staff and resources to a joint "marketing technology" team, but the participants remain rooted in their origin department (unlike Independent). Can be quite agile and can cross-pollinate tech and marketing savvy across both departments. Requires good CIO-CMO synergy to work well.
Outsourced (IT) Again, the majority of marketing technology strategy and implementation is outsourced to a third-party — but in this model, that's done primarily under the leadership of the CIO. May be a different set of vendors than when outsourced from the marketing department. Runs the risk of diverging from core marketing vision.
Practice Center IT creates a marketing technology "practice center" within its department to specialize in the growing tech needs of the marketing department. Possibly a dotted line report to the CMO. Can be quite agile. With the right dedicated hires and good communication with marketing can be a very marketing-savvy IT team.
Outsourced Triangle Significant portions of marketing technology strategy and implementation are outsourced, but the outsourcing is jointly led by the CIO and the CMO. Requires good synergy between CIO and CMO to work. Growing number of agencies adept at this structure. Runs risk of not having marketing technology as an in-house core competency.
Hostile The IT department and the marketing department are at best not speaking, at worst engaged in intracompany warfare. This is not a model anyone would want to adopt, but unfortunately it does accurately describe the state of some organizations. This is a terminal disease if it isn't cured.
Merged Some visionaries have suggested that IT and marketing should fully merge, more integrated than a Joint Venture or a Direct Report relationship. Loses independent IT governance. Mini-mergers with other departments, an IT diaspora? Viability depends on post-merger internal structure.

Which organizational structure is right for your company? It depends.

Generally, I think that most companies should develop marketing technology competency internally — even if they choose to outsource certain pieces — and that marketing needs to become more technically savvy in order to properly lead the vision of customer experience and brand development in a digital world.

Many of the above models can accomplish those goals, although I think Embedded, Joint Venture, and Co-located (or Merged, if you believe that's feasible) address those objectives better than the other configurations.

What do you think? What model is being used at your company? Are there other organizational structures that I should add to this list?

October 11, 05:41 PM

Nationalized technology efforts are becoming more common as countries begin to question their reliance on foreign powers for the means to participate in modernity. China is starting to design its own processors, India is subsidizing a national tablet, and now Bangladesh (working with fewer resources, but similar intentions) has taken the wraps off a new line of ultra-cheap laptops.

The computers are branded Doel, after the country’s national bird (the magpie), and the cheapest comes to around $130, and runs Android. You scoff, but it’s a free and popular OS with plenty of room for extensibility and customization. Sure, it won’t run Crysis and the media player sucks, but it’s more than sufficient for basic computing: browsing, word processing, and document management.

They’re manufactured by contractors managed by ISS, the state-owned telecom over there. At the moment only 10% of the parts are made in Bangladesh, but ISS managing director Mohammad Ismail was confident that within six months they would be able to produce 60%. Naturally the processor and RAM and such are imported. The project was announced several months ago, but today marks the official launch of the devices.

The 10,000 Taka ($130) Model 2102 has an 800MHz VIA 8650 processor, 512MB of RAM, and a 10″ 1024×600 display. There’s no internal storage, but there’s an SD card slot. Not the hottest piece of hardware on the market, no. I would actually advise people to upgrade to the 12,000 Taka ($160) Model 0703, which brings in a better screen, Atom N456 with twice the clock speed, double the RAM, a 250GB HDD, and a better webcam. It runs a “Linux Based OS” but that can be adjusted. There are more specs and pictures at DotNews.

So basically, they’ve got their own locally-designed set of netbooks. Sure, the richest countries in the world are entering the “post-PC era,” but when generations need to be introduced to the rudiments of computing, netbooks are still a good idea. Hopefully this program gets a little traction and Bangladesh succeeds in its push for a more digital nation.


October 11, 06:42 PM

the same power struggle fueling the Occupy protests

October 11, 01:32 PM


Patrick Salyer is CEO of Gigya, which makes sites social by integrating a suite of plugins like Social Login, Comments, Activity Feeds, Social Analytics and Game Mechanics. Patrick can be reached on Twitter @patricksalyer.

With Facebook’s major changes set to roll out this week, little thought has been given to answering how Timeline and the revamped Open Graph will affect our interaction with rest of the web, and how websites stand to benefit. I believe that weaving Facebook even deeper into websites is going to yield a positive experience for consumers and sites alike. Here’s why.


Contextual Sharing


One of the notable features of the enhanced Open Graph is contextual sharing. For users, the benefit is obvious — it enables much more than just “liking” a piece of content. Now, a user can share that he or she “read” Catching Fire or that he or she “listened to” Nirvana. “Liking” an article, video or photo has thus far limited users, forcing them to show tacit approval (within the context of one-click reactions) for something that they may not necessarily find desirable.

With contextual sharing, users will no longer be boxed-in by expressing one emotional reaction. For marketers, this offers major benefits for on-site engagement and syndication.


Auto-Sharing


One of the other share features that Facebook unveiled is “frictionless sharing,” which allows sites to share any content a user reads or interacts with directly to his Facebook Ticker. It’s important to point out that the user must authorize the site to turn on this sharing functionality much in the same way that sites have already needed to allow users to explicitly authenticate. However, by enabling sharing and placing objects on a user’s Timeline, Facebook is undertaking an enormous and important process: documenting web activity.

While some end-users may cringe at the thought of their entire digital lives being “Facebooked,” this approach to broadcasting web activity appeals to its younger, most active user-base — a group that seems to care about “show and tell” even more than it does about privacy. Teens and young adults grew up with Facebook, and the transition from one- or two-click sharing to no-click sharing won’t be as uncomfortable.


The Business Upside: Data and Traffic


Getting users to interact with Facebook’s updated features for websites is an advantage in itself, but there are other, more concrete ways the revamped Facebook features will help businesses. As the user experience becomes more personal and engaging, Facebook’s functionality on websites will ultimately provide those sites with an even deeper look into whom their visitors are. This marriage of social data and on-site activity can be applied for a number of ROI-driven activities, such as hyper-specific ad targeting, content and product recommendations, and driving inventory decisions.

Just as importantly, the frictionless sharing features could be a huge boon for sites as measured by the oldest and most valuable metric on the Internet: referral traffic. By allowing auto-sharing for nearly any activity on a site, users will be able to push even more content to the News Feed, Ticker and Timeline, generating more exposure and click backs to sites.


Discovery: Now a Two-Way Street


For years, the web was about search — that is, people using search engines to find specific things online. Now, the web is shifting toward discovery — users are increasingly letting content find them via social networks. This trend actually started a few years ago with a number of sites seeing social networks drive more referral traffic than search engines. With Facebook’s new features, I think we’ll see this trend turn into a basic tenet of web optimization, as sites will soon be able to learn so much more about their users and offer targeted, shareable content that brings in more referral traffic.

Today, businesses spend millions of dollars optimizing for Google searches, trying to get found. But as social becomes a larger traffic driver, and as Facebook and other social networks continue to enable content discovery, those businesses will need to offer interactive, sharable content in order to stay relevant. Those businesses that understand how Facebook is enabling bilateral relationships between sites and users will get found, gain traffic and increase on-site engagement. Those businesses relying on search — and ignoring Facebook’s bold innovations — may soon stop getting found at all.

More About: contributor, Facebook, features, Social Media, social media marketing

For more Business coverage:


September 27, 11:04 AM

Do you sweat the details, like what hour of the day to send emails to your supporters?

Don't. According to the Emailvision blog, Campaign send time isn't important.

In a variety of studies, the time of day an email was sent had little or no impact on its effectiveness. There's not much point aiming to blast those e-appeals at 9 a.m., 2 p.m., or any other exact hour.

Why would I bother telling you that some minor metric is not important?

Because I've noticed a lot of fundraisers really zoom in on the small metrics, especially when they're doing online fundraising.

But the small metrics are just small. They make little difference -- often none at all.

Focus on the big stuff instead. Spend your time and energy on questions that can make a difference. Like:

  • Do our messages talk about things donors care about?
  • Does our fundraising offer resonate with donors?
  • Is our website easy to navigate and use?
  • Are we making it easy for direct mail donors to give online?

These are big-money questions. Asking and answering them can turn your online fundraising into a powerful source of revenue and support.

The little questions, like what time of day to send emails -- the time to think about those is when the basics are humming along at optimum level. But not before.

Thanks to Be Relevant! Email Marketing Blog for the tip.

October 10, 10:32 AM

Is the person writing your fundraising the one person in the whole world least able to do it right? Might be, according to Roy H. Williams in a recent MondayMorningMemo, Everyone is Entitled to Their Own Opinion But Not Their Own Facts.

The person who most should not be writing your organization's fundraising is you:

... most people believe that everyone else thinks like they do. This has led to more disasters in advertising than you can possibly imagine.

Consequently, you are uniquely unqualified to write ads for your business. You know too much about it. More importantly, you care too much about it. This causes you to assume that everyone else cares, or should care as much as you do.

Williams is talking about commercial advertising, but he could easily be talking about fundraising.

You are uniquely unqualified to write your own fundraising!

Almost all the knowledge and personal qualities that make you effective in a nonprofit organization will make you a crappy fundraising writer.

I know it's self-serving for me to say it, but please: Get outside help for your fundraising. Get a smart agency (I can steer you toward a very good one!). If you can't afford an agency, a consultant. At the very least, a freelance writer who knows fundraising.

It will be worth it.

October 05, 04:06 PM

While the collective web tends to hold its breath around Apple announcements, it is heartening to note how many don’t take it too seriously, maintaining a healthy, humorous approach to the news.

Amused by funny tweets we’ve seen about Siri, Apple’s new “voice assistant” feature in the iPhone 4S, we thought we’d share them with you.

SEE ALSO: Apple Unveils Siri, the iPhone 4S Voice Assistant

Take a look through the gallery below for our top tweets on this topic. Please share in the comments any Siri-related witticisms you’ve seen — or even better, those you’ve penned yourself!


@uRbAnIP





@uRbAnIP takes the diplomatic approach to the news.


@ironicsans




Comparisons to HAL have made us a little uneasy.


@slycrel




Meanwhile @slycrel plans to ensure Siri is "Three Laws" safe.


@gattaca




Neither can we!


@MrBigFists




@MrBigFists puns it up for all the Android fans.


@JoeGuyAllard




A "Skynet" joke from @JoeGuyAllard made us all laugh. Maybe a little too loudly.


@forrestkoba




@forrestkoba voices the question we all want answered.


@tkenny




While @tkenny asks a classic...


@iBlayne




...and @iBlayne answers.


@darrengeraghty




Referring to the reports suggesting the iPhone 5 would boast a redesigned case, we seriously wonder if anyone actually is asking themselves this question today.


@niwat0ri




@niwat0ri chimes in with a serious philosophical puzzler.


@jw




And @jw makes us feel a little uncomfortable all over again. Artificial intelligence is a good thing, right? We mean, what could possibly go wrong...

More About: apple, features, gallery, iphone, iPhone 4S, siri, Twitter


October 05, 08:32 PM

Steve Jobs has passed away, at the age of 56. Web users have turned to their social networks to share the news, the memories and inspiration from the former Apple founder and former CEO.

Apple.com has published its own memorial as well. And Facebook users have already created multiple Pages in memory of Jobs, including Thank You Steve Jobs and several R.I.P. Steve Jobs Pages.

It took mere minutes for #RIPSteveJobs to become a trending topic on Twitter.

We’ve pulled together some of the remembrances below. How are you remembering the Apple icon?


Twitter Reactions






Mark Zuckerberg's Facebook Status





Twitter Reactions





Twitter Reactions





Twitter Reactions





Facebook Reactions





@BarackObama Remembers Steve Jobs





Twitter Reactions





Twitter Reactions





Twitter Reactions





More Coverage of Steve Jobs’s Death


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September 19, 08:22 AM

Good article on AdAge this morning, Friends With (Digital) Benefits: CMOs Link With CIOs.

The article includes several great anecdotes, from both agencies and brands, talking about the increased frequency of three-way meetings — the CMO, the CIO, and the agency — all collaborating together:

Agencies, especially those involved with digital work, say they're increasingly taking meetings with both the CIO and CMO. Marketers in retail, financial services and media have been among the first to liaise with their technology teams, agencies say, and the result has been more useful customer data and innovative campaigns.

There's also some insightful commentary from Luca Paderni, a leading Forrester analyst focused on marketing leadership. (I'm looking forward to hearing Luca present on this topic at Forrester's CIO-CMO Forum here in Boston this Thursday.)

"At this point," remarks Luca, "Even the marketer that would like to go it alone is realizing the level of complexity and data management is too big to manage alone."

However, there's a hidden logic in this story that I'd like to dig up.

The article recommends CIOs and CMOs work together. Check, couldn't agree more. The article also shows that in that mode, CIOs are becoming "at peace" with having external agencies implement marketing-related tech work. Check, again. This is arguably one of the success drivers of new tech-savvy agencies such as SapientNitro.

If I paraphrase that:

1. IT is providing high-level consulting and governance to marketing missions.

2. People other than IT staff are doing some or all of the actual implementation.

In other words, if IT is comfortable providing advisory and governance services while another group actually implements marketing technology, should it matter whether that other group is a third-party agency or the marketing department itself?

Of course, in all fairness, not all marketing technology is created equal. The more embedded a technology proposes to be in a company's operations — even if it's primarily marketing operations, such as with marketing automation platforms — the more IT might feel that is infringing upon their traditional domain.

So-called "creative technology" — such as an app implemented on Facebook or the iPhone — feels easier to relinquish because IT rarely had that kind of stuff under its control previously.

Still, the lines are blurring, and this open three-way collaboration is an important step in the right direction. It's like watching a genetic algorithm unfold before our eyes, the DNA of marketing and IT entwining and evolving:

While many companies will be hammering out this relationship in the months and years to come, a hybrid exec is already beginning to emerge. Take, for example, Eric Pearson, chief marketing officer for the Americas division of InterContinental Hotels Group. He started out at IHG as senior director-emerging technologies, before moving into e-commerce and then marketing. That kind of cross-pollination — "geeks" heading to the marketing department and vice versa — will be a boon for the C-suite, Mr. Paderni said.

"Technology is becoming critical to marketing," said Mr. Pearson, who has a degree in electrical engineering. "The next generation of CMOs will be a blend."
September 28, 09:00 AM

In 2009, we started the NTC Ignite tradition at our annual conference. We told attendees they could have 5 minutes and 20 slides in front of the captive nonprofit technology audience.

Anyone who has given an Ignite-style presentation knows that boiling down complex ideas into 5 minutes is tough, really tough. But the act of focusing on this type of presentation also probably helps the presenter think more about the essence of what it is he or she really needs to convey, forcing better consideration of the best way to deliver information in a concise way that still has the desired impact on the audience.

Presenters and audience both take away from the experience a little more knowledge (if not a lot) and quite a bit of inspiration to either act on something or find out more.

Well, NTEN has a similar opportunity for you nonprofit technology experts out there – one that doesn't involve microphones or travel expenses:

> Contribute a "DIY Nonprofit Technology" article for NTEN's online journal for nonprofit leaders.

NTEN's newest publication, NTEN:Change, is designed for non-technical leaders of small to mid-sized nonprofits, features a regular section called "DIY Nonprofit Technology".

Just as the "DIY" implies, the idea behind these articles is that the executive directors, board members, and departmental leaders can follow the steps (without much extra resource investment and little technology experience) to make an immediate impact on the organization's technology strategy or practices. Past topics have included Facebook engagement, PCI compliance, boosting IT staff morale, and tips for developing personal social media guidelines.

Yes, it's tough to boil down effective technology strategies and practices into 4 or 5 steps, but just like the Ignite presentations, it can be done – and the process will probably be as rewarding for the expert as the end product is valubable for nonprofit leaders.

So, consider this an open call – and a bit of a challenge – from us to you:

> Find out more about submitting a "DIY Nonprofit Technology" article for condideration.

You can subscribe to the journal (for free) and see the current and past issues, including the DIY articles, right here.

October 03, 06:01 PM

Yes! You read right, you old sight-impaired fogies who still remember "The Wonder Years"! All 115 episodes are now available to stream on instant Netflix. The agreement, which was inked back in April between Fox and Netflix, also includes the streaming rights to "Glee." But let's be old and real here. "Glee" is not nearly as exciting a proposition as Kevin Arnold's extended courtship of Winnie Cooper, which will undoubtedly gain some strange surrealist poetic tinge when viewed via our most futuristic mainstream technology. Thank you Netflix, for not wiping out the past with one casual swipe of your robot arm.

WATCH the original "Wonder Years" opening:


Read More...
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September 29, 03:09 PM

The web is getting faster, and not just the speed of the pages, but also the speed of change. Before, it was fine to build a website and modify it only when new products were launched. All of us avid Analytics users know that’s just not good enough. We need to be constantly on the lookout for problems and opportunities.

Currently, Google Analytics does a great job analyzing past performance. Today we’re very excited to bring real time data to Google Analytics with the launch of Google Analytics Real-Time: a set of new reports that show what’s happening on your site as it happens.




Measuring social media impact
One way that I like to use these reports is to measure the immediate impact of social media. Whenever we put out a new blog post, we also send out a tweet. With Real-Time, I can see the immediate impact to my site traffic.

For example, last week we posted about the latest episode of Web Analytics TV and also tweeted about the post. By campaign tagging the links we shared, we could see how much traffic each channel is driving to the blog as it happened. We could also see when we stopped receiving visits from the tweet, which helps know when to reengage.




Campaign measurement
Another way I’m using Real-Time is to make sure campaign tracking is correctly implemented before launching a campaign. When getting ready to launch a new campaign it’s critical to make sure your measurement plan is working before you start driving visitors to the page. With the Real-Time reports you can find out in seconds whether you’re getting the data you want in Google Analytics.

Accessing Real-Time
You’ll find the Real-Time reports only in the new version of Google Analytics. If you’re not already using the new version, you can start by clicking the “New Version” link in the top right of Google Analytics. Real-Time reports are in the Dashboards tab (though they will move to the Home tab in the updated interface next week) . You will have access to Real-Time reports if you are an Administrator on your Analytics account, or if you have access to a profile without profile filters. Real-Time does not support profile filters.

We just turned the reports on for a number of you, and over the coming weeks, everyone will have access to Real-Time. If you can’t wait, sign up for early access here: https://services.google.com/fb/forms/realtimeanalytics/. We’d love to hear about how you are using (or planning to use) Real-Time, so please share in the comments.

Posted by John Jersin, Google Analytics Team

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