Tactical Toolkit 2.0
using the social web to build your online
toolkit
Aerin Guy
The Wellesley Institute
August 11, 2009

agenda
• intros and welcome
• recap of the social web
• strategic goals
• strategic grouping
• toolkit by groups
• toolkit wiki
• q & a / wrap up

Text
Aerin Guy
• Manager, Communications
& Virtual Wellesley
• background in
communications,
marketing, education and
technology

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 • changing minds/attitudes
• galvanizing support • recruitment
• education • fundraising
• loyalty • motivation
• exposing • organize
• dissemination • 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 • changing minds/attitudes
• galvanizing support • recruitment
• education • fundraising
• loyalty • motivation
• exposing • organize
• dissemination • 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?