Internet Strategic Communications

Increasing your impact!

Best practices and trends
AACN’s 2009 Nursing Advancement Prof...
1
Takeaways?

• Successful internet communications is
  audience-centric
• Internet is a thriving ecosystem
• Internet is an...
Audience-centric approach
to the internet



                            3
Focusing on Your Key Audiences




          If you don't know
          whom you need to reach and engage online,
       ...
5
6
7
Audience Interests => Online Service?
Example:
• Potential Donors
   – How will my money be spent?
     • Online data pres...
Audience Interests => Online Service?
Example
• Alumni relations
   – What’s new at the school?
      • Blog – personal, c...
Information Architecture



                    2
 1                         3




                               10
Usability Testing




                    11
Example: Population and Health InfoShare

• Audience need?
   – Individuals?
      • Valuable research and best practices ...
Example: Population and Health InfoShare




                                           13
Example: NASPAA

National Association of Schools of Public Affairs
 and Policy

• Audience need?
  – Learn about MPA/MPP
 ...
15
Example: CARMA.org

Carbon Monitoring for Action

• Audience need?
  – Tools, data to do research
  – Cool web tools
• CAR...
17
Online Trends




                18
19
Web 2.0 Defined

• Extending the range of web content
• Integrating external services into web sites
• User-generated cont...
Web 2.0 Defined

• Extending the range of web content
• Integrating external services into web sites
• User-generated cont...
22
Case Study: Red Cross


Using social media to increase transparency,
to engage people and to increase donations.

    Wend...
Case Study: Red Cross


• Example

 “I took an American Red Cross class I thought was
 less than satisfactory. […] Someone...
Case Study:
 Humane Society’s “Wendy That's Not Rightquot; campaign.


• Humane Society multi-channel
  campaign:
   – ema...
Case Study:
University of Arkansas Alumni Association

• Alumni Relations = Social
  Marketing
• Building on social sites
...
Case Study:
University of Arkansas Alumni Association




                                            27
GI Jill


    Jill Stevens
•
    6 years - Combat Medic in Utah National Guard
•
    Earning degree – Nursing / S. Utah Un...
29
30
31
32
33
“We see these emerging web sites
and news venues as being important
because they dictate, for a growing
amount of people, ...
& Friends
Jonathan Colman
Manager, Digital Marketing
The Nature Conservancy

                       205


                ...
845             diggs
2,127           visitors to Nature.org in 1 hr
6,234           landing page views in 1 hr
2,238     ...
37
Ecosystem Diagram                     Foundations
                                       and NGOs
               Independe...
Takeaways?

• Successful internet communications is
  audience-centric
• Internet is a thriving ecosystem
• Internet is an...
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Internet Strategic Communications - Presentation for AACN by Chris Wolz, Forum One Communications

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Presentation by Forum One Communications, Chris Wolz, to the American Association of Colleges of Nursing.

The presentation covers online strategic communications best practices for audience-centric strategy and targeting. The presentation also includes examples of "web2.0" services.

Contact: Chris Wolz / cwolz@ForumOne.com / http://www.ForumOne.com .

Published in: Technology
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Internet Strategic Communications - Presentation for AACN by Chris Wolz, Forum One Communications

  1. 1. Internet Strategic Communications Increasing your impact! Best practices and trends AACN’s 2009 Nursing Advancement Professionals Conference Chris Wolz President/CEO Forum One Communications
  2. 2. 1
  3. 3. Takeaways? • Successful internet communications is audience-centric • Internet is a thriving ecosystem • Internet is an increasingly social place • People value their networks • Internet has multiple channels; use them! • Experiment, listen, learn, repeat. 2
  4. 4. Audience-centric approach to the internet 3
  5. 5. Focusing on Your Key Audiences If you don't know whom you need to reach and engage online, then you probably won’t. 4
  6. 6. 5
  7. 7. 6
  8. 8. 7
  9. 9. Audience Interests => Online Service? Example: • Potential Donors – How will my money be spent? • Online data presentation • Pictures, video (from students) • Validators: Charity Navigator, Guidestar – Who else is contributing (whom I know?) • Testimonials (pictures, video) • Facebook Group or Cause 8
  10. 10. Audience Interests => Online Service? Example • Alumni relations – What’s new at the school? • Blog – personal, conversational • Social news sites (e.g. Digg.com) – What are my classmates doing? • .EDU social network, or… • Facebook, Linked-in – Professional development – news, events • Peer-to-peer sharing - jobs, events • Professional networking – online and offline 9
  11. 11. Information Architecture 2 1 3 10
  12. 12. Usability Testing 11
  13. 13. Example: Population and Health InfoShare • Audience need? – Individuals? • Valuable research and best practices in reproductive and child health, HIV/AIDS, and population – Organizations? • Visibility • PRB Objective? – Advance knowledge in the population and health field 12
  14. 14. Example: Population and Health InfoShare 13
  15. 15. Example: NASPAA National Association of Schools of Public Affairs and Policy • Audience need? – Learn about MPA/MPP – Recognition, cash. • NASPAA Objective? – Visibility 14
  16. 16. 15
  17. 17. Example: CARMA.org Carbon Monitoring for Action • Audience need? – Tools, data to do research – Cool web tools • CARMA Objective? – Get more people working on climate 16
  18. 18. 17
  19. 19. Online Trends 18
  20. 20. 19
  21. 21. Web 2.0 Defined • Extending the range of web content • Integrating external services into web sites • User-generated content and community on/off web sites 20
  22. 22. Web 2.0 Defined • Extending the range of web content • Integrating external services into web sites • User-generated content and community on/off web sites 21
  23. 23. 22
  24. 24. Case Study: Red Cross Using social media to increase transparency, to engage people and to increase donations. Wendy Harman, Social Media Manager • Listens using free tools for: blogs, Twitter • Engages people, turns them into fans. • Identifies “influencers” • Relationships provide groundwork for campaigns • Listening now an important part of web strategy. • 23
  25. 25. Case Study: Red Cross • Example “I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” 24
  26. 26. Case Study: Humane Society’s “Wendy That's Not Rightquot; campaign. • Humane Society multi-channel campaign: – email – Facebook – Flickr • 3,000 submissions, 2,000 email addresses 25
  27. 27. Case Study: University of Arkansas Alumni Association • Alumni Relations = Social Marketing • Building on social sites started by “friends” • Growth in 5 months – Facebook: 1200 > 1800 – LinkedIn: 800 > 2100 – Twitter: 25 > 195 26
  28. 28. Case Study: University of Arkansas Alumni Association 27
  29. 29. GI Jill Jill Stevens • 6 years - Combat Medic in Utah National Guard • Earning degree – Nursing / S. Utah University. • Served in Afghanistan 2003 – 2005 • 5 medals for outstanding service • 1st female finisher of 1st Afghanistan Marathon. • And… Miss Utah 2007! • 28
  30. 30. 29
  31. 31. 30
  32. 32. 31
  33. 33. 32
  34. 34. 33
  35. 35. “We see these emerging web sites and news venues as being important because they dictate, for a growing amount of people, how news and information are now being discovered online.” Jonathan Colman Manager, Digital Marketing The Nature Conservancy 34
  36. 36. & Friends Jonathan Colman Manager, Digital Marketing The Nature Conservancy 205 721 170 140 106 35
  37. 37. 845 diggs 2,127 visitors to Nature.org in 1 hr 6,234 landing page views in 1 hr 2,238 actions taken (35% conv.) Source: Building Buzz and Marketing by Mob with Digg.com, Jonathon Colman http://www.slideshare.net/jcolman/building-buzz-and-marketing-by-mob-with-diggcom/ 36
  38. 38. 37
  39. 39. Ecosystem Diagram Foundations and NGOs Independent Communities Mass Social Media Independent Blogs (Facebook, Commercial You Tube, Sites LinkedIn…) Discussion Groups Alumni network site Meetups Your main web site Conferences Partners / Coalitions Events Your blogs 38
  40. 40. Takeaways? • Successful internet communications is audience-centric • Internet is a thriving ecosystem • Internet is an increasingly social place • People value their networks • Internet has multiple channels; use them! • Experiment, listen, learn, repeat. • Thanks! • Chris Wolz – wolz@forumone.com 39
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