Tactical Toolkit 2.0
using the social web to build your online
                 toolkit
                                 A...
agenda
•   intros and welcome

•   recap of the social web

•   strategic goals

•   strategic grouping

•   toolkit by gr...
Text

      Aerin Guy


• Manager, Communications
  & Virtual Wellesley

• background in
  communications,
  marketing, ed...
where I hang out

•   www.facebook.com/aeringuy

•   www.twitter.com/aeringuy

•   www.twitter.com/wellesleyWI

•   www.li...
about you!

•   please introduce yourselves
    to the people at your table

•   what organization are you
    with?

•   ...
• 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...
shift
• represents a shift in how people discover,
  read, and share news and information;
  supports human need for inter...
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...
community
community

• today’s social media is about community
• communities of practice
• communities of shared interests
• communi...
what does social media mean to you?

• social networking through Facebook,
  Twitter, Friendfeed, LinkedIn, other
  commun...
what about your organization?


• where is your audience?
• demographics
• website
• internal communications (email, intra...
search exercise

• Imagine that you are someone else who is
  looking for information on your
  organization. Write down t...
successful search
• recent + relevant = RANKING
• google loves blogs
• google loves Tweets even more, especially
  frequen...
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...
for example

• Wellesley Institute goals include influencing
  housing policy
• disseminating research
• redesigning our we...
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 opportunitie...
strategic grouping
•   list building         •   changing minds/attitudes

•   galvanizing support   •   recruitment

•   ...
how can you help?
business intelligence
• monitor your name, blogs and “markets”
• how do you rank?
• what are people saying about you or yo...
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 ...
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)
• w...
your website: traffic
• google analytics
• Crazy Egg (heat mapping)
• Feedburner (feedburner@google.com)
  (tracks feeds)
•...
your website
• help people find you
• share bar allows people to link your
  content to their networks
• built in to any we...
social bookmarking

• delicious.com (tag, save, share, access
  anywhere)
• stumble upon (save faves, tag, follow, rate)
•...
market research
• content aggregators help manage your RSS
  feeds and save a lot of time dedicated for
  reading and rese...
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 ...
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
• me...
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...
questions?
Tactical Toolkit 2
Tactical Toolkit 2
Tactical Toolkit 2
Tactical Toolkit 2
Tactical Toolkit 2
Tactical Toolkit 2
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Tactical Toolkit 2

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Presented as part of my introduction to social media for the Wellesley Institute, Tactical Toolkit provides a number of ways that non-profit organizations can access tools for engagement, campaigns, and making the most of the online space.

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Tactical Toolkit 2

  1. 1. Tactical Toolkit 2.0 using the social web to build your online toolkit Aerin Guy The Wellesley Institute August 11, 2009
  2. 2. agenda • intros and welcome • recap of the social web • strategic goals • strategic grouping • toolkit by groups • toolkit wiki • q & a / wrap up
  3. 3. Text Aerin Guy • Manager, Communications & Virtual Wellesley • background in communications, marketing, education and technology
  4. 4. 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!)
  5. 5. 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?
  6. 6. • http://www.youtube.com/watch? v=9T37q9Lx6sw •
  7. 7. 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)
  8. 8. 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
  9. 9. The web is about conversations, not top down delivery of information or messages.
  10. 10. 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
  11. 11. community
  12. 12. community • today’s social media is about community • communities of practice • communities of shared interests • communities solving problems
  13. 13. 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
  14. 14. what about your organization? • where is your audience? • demographics • website • internal communications (email, intranet)
  15. 15. 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?
  16. 16. successful search • recent + relevant = RANKING • google loves blogs • google loves Tweets even more, especially frequent ones • updated web content (see above) rises
  17. 17. http://www.youtube.com/watch?v=bCt6XcxemKo
  18. 18. goals • what are the goals of your organization? • think, pair, share
  19. 19. goals • list building • changing minds/attitudes • galvanizing support • recruitment • education • fundraising • loyalty • motivation • exposing • organize • dissemination • connecting people
  20. 20. for example • Wellesley Institute goals include influencing housing policy • disseminating research • redesigning our website
  21. 21. goals • what are the goals of your audience/ community? • let’s come up with some
  22. 22. alignment • alignment between your organizational goals and your audience’s goals can signal appropriate opportunities to use social media
  23. 23. strategic grouping • list building • changing minds/attitudes • galvanizing support • recruitment • education • fundraising • loyalty • motivation • exposing • organize • dissemination • connecting people
  24. 24. how can you help?
  25. 25. business intelligence • monitor your name, blogs and “markets” • how do you rank? • what are people saying about you or your cause? • collect useful resources
  26. 26. how do you currently collect business intelligence? • discuss
  27. 27. “supertools”
  28. 28. 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
  29. 29. list building • twitter • ning.com • Facebook groups • LinkedIn • FriendFeed
  30. 30. galvanizing support • fundraising • www.CanadaHelps.org • www.volunteermatch.org
  31. 31. your website: design • CFsites.org (simple, non-techy, free) • doodlekit (free basic) • grassroots.org (free hosting) • wordpress.com (build a site/blog)
  32. 32. your website: traffic • google analytics • Crazy Egg (heat mapping) • Feedburner (feedburner@google.com) (tracks feeds) • Hubspot website grader
  33. 33. 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)
  34. 34. social bookmarking • delicious.com (tag, save, share, access anywhere) • stumble upon (save faves, tag, follow, rate) • technorati - search and save blogs
  35. 35. 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
  36. 36. art, visuals etc • investigate creative commons licensing • easy search through Flickr or Google Images
  37. 37. managing events • Free event hosting at eventfull.com • even better at eventbrite • really good at meetup.com • Facebook events
  38. 38. wiki • an online space for collaboration • www.wellesleyinstitute.wikispaces.com
  39. 39. 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
  40. 40. try! • as I always say...lather, rinse, repeat!
  41. 41. 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
  42. 42. questions?
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