online outreach: do it cheap, easy & effective
DESCRIPTION
This presentation was given 8/11/2010 at the California Resource Recovery Association 2010 Annual Conference. ABSTRACT: In this workshop, participants will learn how to gather content and craft effective messages to promote their programs through a variety of free or low-cost online outreach channels. New media such as Twitter, Facebook, YouTube, and Flickr will be covered, along with e-newsletters. We will also review lessons learned from recent campaigns in San Francisco, and discuss the importance of tracking mechanisms. Participants will walk away with a list of actionable items they can take immediately to develop and implement an effective social media strategy. Key presentation objectives include: - Explain the differences between popular online outreach channels - Demonstrate how to gather content and craft messages appropriate for these outreach channels - Inspire participants to develop a strategic approach to using online outreach and social mediaTRANSCRIPT
Lawrence S. GrodeskaInternet Communications Coordinator
Online Outreach:How To Do It
CHEAP, EASY
& EFFECTIVE
Lawrence S. GrodeskaInternet Communications Coordinator
Your Content...
Everywhere!
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Introduction Mailing List & eNewsletter Social Media BIG 3
FaceBook Twitter YouTube
Social Media Strategy Web Analytics SF Environment EcoFinder
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Online Outreach Goals
Promote your programs Help OTHERS promote you Understand audience (listen!) Drive traffic Collect content Evaluate success (listen!)
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Barriers to Entry
Lack of budget/resources Lack of strategy Siloed organization Lack of understanding *Lack of senior management buy-in *IT blockages Finding staff
http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action/
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
How To Start
Just START! Informal survey of audience One thing at a time Integrate look, feel & tone
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Mailing List & eNewsletter
Most important resource Send consistent, useful, targeted info Keep it simple & USE PICTURES!!!
Email marketing services: affordable customizable better deliverability reporting!
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Social Media: General Tips
Use same profile name not too long, avoid acronyms
Standardize look, feel, tone Integrate (website, newsletter, etc.) Takes time to build audience Find allies internally & externally Be sensitive to politics Be authentic & passionate; have fun
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Social Media: BIG 3
Facebook good for events, building community post: pictures, video, events
Twitter good for news, information, events post: news, resource links, events
YouTube good for sharing/embedding content post: videos, TV/radio ads, news clips
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Social Media Strategy
Content is King, but hard to gather Take “mile-high” view of organization Plot out your content and channels It takes a village:
Identify your social media mavens Assign roles Check-in regularly
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Web Analytics (Google)
Where traffic is coming & going top pages search keywords referring sites
Installing is easy & free If you haven't already, do it today! Interpreting data takes some time Tagging & segmenting is next step
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
SF Environment EcoFinder
Database of local recycling services: Web-based search tool iPhone App “Open” data feed = Government 2.0
Earth911.com EcoFinder iPhone App Everywhere???
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Resources
constantcontact.comicontact.com
govfresh.com (Gov 2.0 resource) facebook.com
twitter.comyoutube.com
google.com/analytics http://analytics.blogspot.comkaushik.net (analytics resource)
CRRA Annual Conference 2010
8/11/10
Online Outreach:Do It CHEAP
EASY & EFFECTIVE
Contact
Connect with SF Environment : SFEnvironment.org SFEnvironment.org/facebook SFEnvironment.org/twitter SFEnvironment.org/youtube
@lsgrodeska