Nonprofit blogger Beth Kanter recently highlighted two new research studies about nonprofits and the adoption of social media released by Weber Shandwick and Philanthropy Action. These studies yielded some interesting results. The Weber Shandwick study of 200 nonprofit executives revealed that an overwhelming majority (85%) will use more social media in the next two...
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Now that you know a little bit about how ads show up and the typical account structure, let’s look at three important, interdependent aspects of paid search: key words, creative and landing pages. First, you have to build a key word list for each of the ad groups. The categories make it easier to think...
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After a couple more classes and a Thanksgiving break, I’m back with renewed energy to write more about search engine marketing and orchestras. This time, I’m covering paid search. As I wrote before, if natural search is public relations, then paid search is advertising. Paid search is instantaneous, direct and controllable, extremely measurable, and...
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The third class went a little deeper into natural search. I think it’s important to first reiterate some important matters. Search engine optimization (SEO) is not an overnight process; it might take 6 months for your efforts to show any results. The goal of SEO is to be the Web page with the most...
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This week, I started my second class in the Integrated Marketing certificate program at the University of Chicago’s Graham School. This one’s on search engine marketing, taught by David Gould of Resolution Media. Last night’s class delved a little into natural search and search engine optimization and there were some interesting points that I...
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I always stress measuring impact and results in social media planning. That’s why I was curious to see what exactly happened this past week. Last Friday, I posted the first list of people and organizations in classical music on Twitter, followed by a Twitter update. I know lists tend to be popular, but this...
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On September 25, 2009, I spoke, remotely from Chicago, at the stART.09 Conference in Duisburg, Germany. I mentioned that on my blog here. It took me a while, but I just re-recorded the presentation and uploaded it to SlideShare, as a slidecast. I’m not entirely happy with it, I think things get a little...
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The ever-thorough Drew McManus has once again shown that his Web site Adaptistration is the place to be for orchestra managers. This year’s Orchestra Web Site Review has an in-depth analysis of American and Canadian orchestras and their sites. Particularly interesting, I thought, was today’s post on the comparison between American and Canadian sites. Overall,...
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In the SWOT analysis of orchestras and new media that you can find in my e-book, I used the textbook Strategy: Core Concepts, Analytical Tools, Readings by Thompson, Gamble and Strickland. Every once and a while I refer to the book when trying to place social media in a bigger strategy context. Sometimes I just...
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