Zapier and the Age of Integration

We are huge advocates of integration between SaaS applications. Those integrations are already a fundamental part of NEON, Little Green Light and Salsa. The core services rely on integration with merchant accounts. Integration with Quickbooks has always been possible (though not very elegant). Developers trade data between applications using API, but the process that can be expensive and somewhat difficult to manage over time.

NEON's recent adoption of Zapier functionality opens up a whole new landscape with an administrative (as opposed to programmed) way to not only share data, but also perform functions.

We’re in the midst of our first Zapier integration. We’re stuck. Here’s why.

Old Software
Our integration between NEON and an eCommerce should create a new account every time a remote eCommerce application receives an order. Pretty cool but it won’t work until the original developer updates the software.

A huge percentage of installed applications are not updated. If your commerce application is version 3.4 and the newest release is 5.0 then Zapier probably won’t work. Heck, people don’t even update their computers. A quarter of all PC’s are out of date and completely open to hackers.

Customized Software
It’s needlessly expensive to update the eCommerce application because it is customized. Oh dear. Never do this. Accept the way the application works. Don’t let a senior executive to move things around as if the application were a word document. The process is needlessly expensive and it quadruples the cost of updating and re-testing.

We’ll Get There
Fortunately in this case the benefits are worth the cost. We’ll get there.
 

Conference Presentation Tomorrow

I will be presenting on new developments in fundraising databases at tomorrow's Asssociation of Fundraising Professionals conference in Tarrytown. What fun! Much of the presentation will be about best practice for budgeting, staffing and rationalizing technology investments. I'll give a strategic view of the alternatives. 

Rather than start with data entry, we'll be starting with complex reporting and work backwards. I hope we can ignite some real insights from the audience.

Tactical SEO

We have encountered several clients lately who have avoided Searh Engine Optimization efforts because it's too expensive and they don't understand the cost-benefit. Serious SEO is a time consuming effort to be undertaken by experts who focus only on SEO. But that doesn't mean one should avoid SEO all together.

Too many sites have no metadata (title and description). They are missing H1 tags. The meta data conflicts with the nomenclature on the site. 

These are relatively simple, tactical corrections that EVERY site should incorporate. I think people are scared away by the seemingly intricate XHTML landscape when just a little bit of training can have huge impact on search results.

This is a good subject for a phone call if you're interested. Thatcher Drew - 917-710-1338.

We've had our heads down - A New Year's Resolution

When we're busy we put our heads down and ignore the blog, social media, etc. It's a mistake our clients make. We're not exempt. We've been busy with our wonderful client the Arthritis Foundation. Our engagement is being extended into the new year (2014) but we promise to follow the advice we give our clients and be "present" in our blogs, and social media!!! 

But the experience illuminates a question about social media and our presence. We are required to be both here and there at the same time. We are "sharing" but to do that we have to pause in the midst of "real" pursuits to mirror ourselves as an online presence. We have to emerge from our "head's down" endeavor to self consciously share. It's a bit confusing.

Arthritis Foundation Launch

Just launched kidsgetarthritistoo.org for the Arthritis Foundation. Check out the teen and kid stories. They connect. Video is on the way. Arthritis Foundation believes in content marketing and it pays off! 

New York Magazine on Vinecutters

Content marketing is a constant effort. Consistency pays off. We recently rebuilt our galleries and attracted some useful attention. Even vines can be sexy if they are well shot and described. New York magazine showed up to do a story on invasive vines. Vinecutter.com is featured.

​New York Magazine, May 20, 2013 Intelligencer Section  http://nymag.com/news/intelligencer/vines-2013-5/index1.html.

Day 6 - stats and the role of content marketing

As of today, stats are declining but significant. Totals are:

• 480 unique visitors
• 1500 page views
• 105 facebook likes
• approx 5% facebook viral (pretty good)
• huge public outcry
  

The most important result is a clarity and a commonly understood path to success. The images of historic buildings, architects renderings, volunteer crews, and active waterfront contribution are clearly adding up for people, politicians and potential supporters. The messaging keeps the board and our supporters on track.

This kind of campaign only happens when web professionals and organizations have an ongoing relationship that generates genuine understanding of messaging and quality web content in an ongoing way. Without the assets we had gathered over the previous year this campaign could never have been as successful.​

More later on organizational dynamics.​

A Social Media Proof

On Day 4 of the NRRC campaign we noted that the blog posting on the site had about 25 views. The same facebook post (automatic through Squarespace) had 350 views. This is the clearest proof of the efficacy of Social Media that I've ever seen. In this case there is a 12 to 1 advantage in reach for the same content, not to mention the viral capabilities.

Day 3 NRRC site

With about 25 coordinated communicators, we have reached most of the key groups in the area... some multiple times. By 1:00 PM a news crew was at the club doing interviews with members. That afternoon the Facebook page was up and three members were assigned to posting and monitoring. ​

Day 2 - NRRC Site

We posted the Site on Sunday. On Monday we built an outreach team and assigned roles. Rather than haphazard calls, emails and postings, we coordinated messaging. The planning is already paying off.​

With intelligence the stakes became much clearer. The city really does want to bulldoze a 130 year old historic club with clear, deeded right to be there. They want to do it this week! It seems incredible but governments have done worse.​

Rowing Club update

View fullsize

This has become very interesting. On a Sunday morning we rebuilt the site in about four hours using Squarespace www.newrochellerowingclub.com. Right now the site is most effective as a rallying point for our own board of directors and members. A big puzzle for any organization is building a common vision and trust in the strategy.

Content is the critical component and fortunately I had already assembled a bit of a library.

• succinct messaging
• great pictures
• good video
• respect for one's adversaries

When nonprofits encounter political discord

The New Rochelle Rowing Club has encountered an interesting political problem. The city of New Rochelle is blocking their work to repair hurricane damage. ​The politicians apparently feel that they can force them out if they can't repair the building. (a legal impossibility).

The question is whether, when and how to fight the political machine? Should the club unleash the immense power of the web to battle the monster, rally the constituents, and raise money to do it? Or does the club engage in a civil dialogue, complete with infographics, video, and white papers?  Maybe we do both?

Either way, we can barely wait!

View fullsize

What the hell is content marketing

Jim Howard, CEO of CrownPeak gave an extraordinary talk at the JUMP conference on January 20 and again last week at the Inbound Marketing Conference. The speech is not recorded but you can download his slide deck: ​The three key takeaways are:​

• Google's "Zero Moment of Truth" is happening on the web long before people engage with your product. One of the top ten reasons people go online is to research products and services. Your donors are researching you early and often and making important decisions based on the content you have out there.
• The more content you have the more leverage you have in social media, search and the more you gain in "earned content" from other sources.
• Quality content is essential. ​

Launch

It is launch day, November 22, 2012! We are building our first five sites and integrating our first CRM/accounting system.

We've done these things for some of the biggest  companies in the past. Now we are delighted to do them for a wonderful collection of really neat non-profits... organizations that can benefit from simpler technology and lower costs.

We want to become backup, reference and helpful resource to all of our clients in an ongoing way.