Tactical Toolkit 2.0using the social web to build your online

toolkitAerin Guy

The Wellesley InstituteAugust 11, 2009

agenda• intros and welcome

• recap of the social web

• strategic goals

• strategic grouping

• toolkit by groups

• toolkit wiki

• q & a / wrap up

Aerin Guy

• Manager, Communications & Virtual Wellesley

• background in communications, marketing, education and technology

Text

where I hang out

• www.facebook.com/aeringuy

• www.twitter.com/aeringuy

• www.twitter.com/wellesleyWI

• www.linkedin.com/aeringuy

• www.wellesleyinstitute.com (under re-design, so check often!)

about you!

• please introduce yourselves to the people at your table

• what organization are you with?

• what is your role?

• what do you hope to get out of this workshop?

• http://www.youtube.com/watch?v=9T37q9Lx6sw

•

social media recap

• social media refers to the tools we use to communicate in a wired world

• also refers to the online content we create

• also known as web 2.0 (and 3.0 with greater networking tools and collaborative capabilities)

shift• represents a shift in how people discover,

read, and share news and information; supports human need for interaction

• transforms “broadcast” methods into “dialogues”

• democratization of information -content consumers to content producers WIKIPEDIA

The web is about conversations,

not top down delivery of information or

messages.

some benefits of using social media

• listen and learn and build relationships

• publish valuable news and information

• disseminate quickly and effectively

• create or extend your brand personality

• engage in conversations and services

• efforts lead back to your website - your hub or repository of information

community

community

• today’s social media is about community

• communities of practice

• communities of shared interests

• communities solving problems

what does social media mean to you?

• social networking through Facebook, Twitter, Friendfeed, LinkedIn, other communities

• participating in the marketplace (reading reviews, commenting, feedback)

• e-commerce

• research

what about your organization?

• where is your audience?

• demographics

• website

• internal communications (email, intranet)

search exercise

• Imagine that you are someone else who is looking for information on your organization. Write down the types of search you would perform. What keywords would you use? Where would you check?

successful search

• recent + relevant = RANKING

• google loves blogs

• google loves Tweets even more, especially frequent ones

• updated web content (see above) rises

http://www.youtube.com/watch?v=bCt6XcxemKo

goals

• what are the goals of your organization?

• think, pair, share

goals• list building

• galvanizing support

• education

• loyalty

• exposing

• dissemination

• changing minds/attitudes

• recruitment

• fundraising

• motivation

• organize

• connecting people

for example

• Wellesley Institute goals include influencing housing policy

• disseminating research

• redesigning our website

goals

• what are the goals of your audience/community?

• let’s come up with some

alignment

• alignment between your organizational goals and your audience’s goals can signal appropriate opportunities to use social media

strategic grouping• list building

• galvanizing support

• education

• loyalty

• exposing

• dissemination

• changing minds/attitudes

• recruitment

• fundraising

• motivation

• organize

• connecting people

how can you help?

business intelligence

• monitor your name, blogs and “markets”

• how do you rank?

• what are people saying about you or your cause?

• collect useful resources

how do you currently collect business

intelligence?• discuss

“supertools”

twitter• create conversations on your core topics

• build credibility by tweeting relevant, useful stuff

• up to the minute monitoring of topics, initiatives

• collect resources for your growing toolkit

• network with key people

• connect with new audiences

list building

• twitter

• ning.com

• Facebook groups

• LinkedIn

• FriendFeed

galvanizing support

• fundraising

• www.CanadaHelps.org

• www.volunteermatch.org

your website: design

• CFsites.org (simple, non-techy, free)

• doodlekit (free basic)

• grassroots.org (free hosting)

• wordpress.com (build a site/blog)

your website: traffic

• google analytics

• Crazy Egg (heat mapping)

• Feedburner (feedburner@google.com) (tracks feeds)

• Hubspot website grader

your website• help people find you

• share bar allows people to link your content to their networks

• built in to any website post

• RSS lets people subscribe to you (pull, not push)

social bookmarking

• delicious.com (tag, save, share, access anywhere)

• stumble upon (save faves, tag, follow, rate)

• technorati - search and save blogs

market research• content aggregators help manage your RSS

feeds and save a lot of time dedicated for reading and research

• www.netvibes.com

• www.google.com/reader

• www.pageflakes.com

art, visuals etc

• investigate creative commons licensing

• easy search through Flickr or Google Images

managing events

• Free event hosting at eventfull.com

• even better at eventbrite

• really good at meetup.com

• Facebook events

wiki

• an online space for collaboration

• www.wellesleyinstitute.wikispaces.com

think about• how much time you can afford to dedicate

to social media efforts

• cost effective, but time consuming

• measure and analyze, like any other strategy

• calculate ROI though www.frogloop.com

try!• as I always say...lather, rinse, repeat!

timesaver tricks• update your status on multiple platforms by

using www.ping.fm

• Facebook, Twitter, LinkedIn

• also at hootsuite.com

• share video to multiple platforms with www.tubemogul.com

questions?