Recording: http://www.youtube.com/watch?v=8RpoYqkqCUA An organization’s presence online is more than just having a website or a Facebook page. This webinar will cover some best practices on how organizations can use the web for effective communication and community engagement. Techsoup Canada will also provide some useful free tools to help you get on your way. Participants Will Walk Away With: • A list of useful tools for establishing an online presence • Best practices on effective online communication • How to web-think Jane Zhang – Program Director, TechSoup Canada Jane has extensive experience the IT field as well as in the non-profit sector. In her current role at TechSoup Canada, Jane is helping to build relationships between the voluntary, public, and private sectors to make technology more accessible for charity and nonprofits. Jane is also the Director of CSR at the ITAC, where she is working to promote the integration of Corporate Social Responsibility into core business practices for the ICT sector in Canada.

1. The 10 Things You Must Do Online And The
10 Things You Can Do For Free
Presented by Techsoup Canada
Sept 15, 2010
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2. CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
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3. Today’s Guest Presenter
Jane Zhang
• Program Director
• TechSoup Canada
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4. Reminders
You can hear us, but we can’t hear you
Type questions in the Questions Log
Webinar recording and slides
will be available on
www.mycharityconnects.org
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5. About TechSoup Canada
• TechSoup Canada is a collaborative effort by:
– TechSoup Global,
– the Centre for Social Innovation,
– the Information Technology Association of Canada,
– made possible by a grant from the Ontario Trillium Foundation.
• 25 donor partners, over 300 donated technology products
• Admin fees displayed in Canadian dollars (pay in Canadian)
• Canadian learning content and regional tech events
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6. 10 things you should be doing online
1
Flickr:
Ky Olsen
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7. How to listen
• Benefit:
o Find out what people are saying about you
o Alignment of external/organizational perceptions on mission and goals
• Best Practices:
o Make a list of similar organizations, research into what they are doing right
o Consult your community members and stakeholders to see what interests
them
o Keep record of trending topics and discussions
• Webinar:
o Social Media Listening Dashboard (TechSoup Talk Series)
o https://cc.readytalk.com/cc/schedule/display.do?udc=l46tbr60g4s4
• Article:
o Beth Kanter: Actionable Listening: learning from other nonprofits
• http://www.bethkanter.org/action-listening/
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8. Beth Kanter’s blog:
Actionable Listening
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9. Tools for Listening
• Google Alerts
• igoogle
• RSS
• Netvibes
• Analytics
• Google blog search
• Social Mention (http://www.socialmention.com)
• Trackur (http://www.trackur.com)
• Tweetdeck
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10. Social Mention
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11. Trackur
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12. Google Reader
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13. 10 things you should be doing online
2
Setting a Goal
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14. Setting a goal
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15. For audio, turn on your speakers, or
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16. For audio, turn on your speakers, or
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17. For audio, turn on your speakers, or
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18. For audio, turn on your speakers, or
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19. Goal Setting Resources
• Integrated Content Strategy (Beth Kanter)
http://spreadsheets.google.com/pub?key=0AtsV5h84LWk0dDBaRWtOZFpna2
1yMnB3MzdKOU9aQ1E&gid=0
• Altimeter Report: Social Marketing Analytics
http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-
marketing-analytics
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20. 10 things you should be doing online
3
Share Your Story
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21. Share Your Story
• With 160,000 nonprofits in Canada, what makes your
organization unique or different?
• The stories illustrate the impact of our work, it comes from
the heart and shows the “essence” of your organization.
• Volunteers and potential donors have limited time and
resources, stories touch people and build relationships
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22. For audio, turn on your speakers, or
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23. Tools for Sharing Your Story
• Facebook Fan page
• Twitter
• YouTube
• Vimeo
• Wordpress
• Blogger
• Flickr
• LinkedIn
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24. 10 things you should be doing online
4
Experiment
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25. Experiment
Blogs
CRM
Twitter
Organizational Goal
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26. Best Practices for Experimentation
• Be consistent about your goal, innovative with your tactics
• Buy-in and participation from staff and volunteers
• Listen with your ears, speak from the heart
• Establish clear guidelines for social media, but do not
suffocate your personalities
• HAVE FUN!
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27. 10 things you should be doing online
5
Risk Management
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28. Risk Management
• The cost of Free
o The story of Ning
• Privacy
o Facebook Privacy Issues
• Data Portability
o Do you own your data, community?
o Proprietary vs. Open Source
o Commercial vs. In-house
• Knowledge Retention
o Dedicated Staff vs. volunteer participation
• Social Media Policies
o http://socialmedia.policytool.net
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29. 10 things you should be doing online
6
Engaging With Your
Community
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30. Engaging with Your community
• Relationship Development (Social CRM)
• Be part of the conversation, let go of control
• Respond quickly to your community
• Conversation Tone
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31. 10 things you should be doing online
7
Collaborate
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32. 10 things you should be doing online
• Crowd source content (did we mention let go of Control?)
• Develop relationship with bloggers
• Be open, encourage sharing of your articles, content
• Become the host or facilitator of discussion, remix community
content with branded content for a more social online
presence
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33. 10 things you should be doing online
8
Measuring Your Success
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34. 10 things you should be doing online
• 2010 Nonprofit Social Network Benchmark Report
http://www.nten.org/blog/2010/04/20/2010-nonprofit-social-network-
benchmark-report
• Altimeter Report: Social Marketing Analytics
http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-
marketing-analytics
• Is your Nonprofit Facebook Page worth it? Measurement and analytics
http://www.truthypr.com/2010/04/measure-social-media-nonprofit-
facebook-page-analytics.html
• How to use Facebook Insights to Measure Engagement
http://johnhaydon.com/2010/04/facebook-page-insights-measure-
engagement
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35. Tools to help your measure your
success
• Microsoft Excel /google spreadsheet
o Beth Kanter’s Actionable measurement for Social Media
template
http://spreadsheets.google.com/ccc?key=0AtsV5h84LWk
0dGdjSEJRLUpyQml1bDgtelFGTURjMVE&hl=en
o Nodexl (excel 2007 template for network overview)
• Facebook Insights
• Google Analytics
• Bit.ly
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36. 10 things you should be doing online
9
Setting Goals - Reloaded
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37. Re-evaluate your strategy & tactics
What would you define
as success
What would you do
Are you reaching the
what the information is
right audience?
telling you?
Make it easier for your
What is your community target audience to reach
saying? you (website, social
media
How do you measure
success/impact?
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38. 10 things you should be doing online
Knowledge
Marketing
10
Communications
Organizational Goal
Fundraising HR
Operational Efficiency
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39. Operational Efficiency
• Integrate your strategy and tactics into your daily operations
• Prevent information overload by mapping out clear processes
and streamline how information is categorized, processed and
disseminated
• Automate tasks that are repetitious or mundane.
• Create a “force field graph” to move away from tasks you
don’t like doing and toward tasks you are passionate about
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40. Tools for working in the cloud
• Wikis/Google Sites
• Google Wave
• DimDim
• Skype
• dropbox
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41. Tech @ TechSoup Canada
External Internal Collaboration
Facebook Skype
Google Sites
Twitter Constant Contact
Google apps
Google mail
Dropbox
Drupal
CiviCRM
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42. Contact TechSoup Canada!
• Website: www.techsoupcanada.ca
• Email: jane@techsoupcanada.ca
• Twitter: @techsoupcanada
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43. ABOUT MYCHARITYCONNECTS
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44. www.mycharityconnects.org
Next Webinar
• Free online resources
• Information about technology “BIG Gifts! Using
• Video demonstrations CanadaHelps for
• More webinars Gifts of Securities”
• Past webinar recordings
• Learning opportunities September 29
2PM – 3PM
• Events (Eastern Time)
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45. Question and Answer
You can hear us, but
we can’t hear you
Ask questions here
Ask away!
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46. Thank you for attending!
Webinar slides and recording will be up on:
www.mycharityconnects.org/pastwebinars
Check out www.mycharityconnects.org for more resources!
Questions, feedback, comments?
Email us at: info@canadahelps.org
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