Online Outreach:
    How To Do It
    CHEAP, EASY
    & EFFECTIVE
               Lawrence S. Grodeska
  Internet Communica...
Your Content...
Everywhere!

              Lawrence S. Grodeska
 Internet Communications Coordinator
   Introduction
                      Mailing List & eNewsletter
                      Social Media BIG 3
             ...
Online Outreach Goals

                      Promote your programs
                      Help OTHERS promote you
       ...
Barriers to Entry

                       Lack of budget/resources
                       Lack of strategy
             ...
How To Start

                      Just START!
                      Informal survey of audience
                     ...
Mailing List & eNewsletter

                      Most important resource
                      Send consistent, useful,...
Social Media: General Tips

                      Use same profile name
                           not too long, avoid a...
Online Outreach:
     Do It CHEAP
          EASY &
     EFFECTIVE


  CRRA Annual
Conference 2010
         8/11/10
Online Outreach:
     Do It CHEAP
          EASY &
     EFFECTIVE


  CRRA Annual
Conference 2010
         8/11/10
Social Media: BIG 3

                      Facebook
                           good for events, building community
     ...
Social Media Strategy

                      Content is King, but hard to gather
                      Take “mile-high” ...
Online Outreach:
     Do It CHEAP
          EASY &
     EFFECTIVE


  CRRA Annual
Conference 2010
         8/11/10
Web Analytics (Google)

                      Where traffic is coming & going
                           top pages
     ...
SF Environment EcoFinder

                   Database of local recycling services:
                    Web-based search t...
Resources

                      constantcontact.com
                       icontact.com
                      govfresh....
Contact

                      Connect with SF Environment :
                           SFEnvironment.org
              ...
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
Online Outreach: Do It Cheap, Easy & Effective
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Online Outreach: Do It Cheap, Easy & Effective

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This presentation was given 8/11/2010 at the California Resource Recovery Association 2010 Annual Conference.

ABSTRACT:
In this workshop, participants will learn how to gather content and craft effective messages to promote their programs through a variety of free or low-cost online outreach channels. New media such as Twitter, Facebook, YouTube, and Flickr will be covered, along with e-newsletters. We will also review lessons learned from recent campaigns in San Francisco, and discuss the importance of tracking mechanisms. Participants will walk away with a list of actionable items they can take immediately to develop and implement an effective social media strategy. Key presentation objectives include:

- Explain the differences between popular online outreach channels

- Demonstrate how to gather content and craft messages appropriate for these outreach channels

- Inspire participants to develop a strategic approach to using online outreach and social media

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Online Outreach: Do It Cheap, Easy & Effective

  1. 1. Online Outreach: How To Do It CHEAP, EASY & EFFECTIVE Lawrence S. Grodeska Internet Communications Coordinator
  2. 2. Your Content... Everywhere! Lawrence S. Grodeska Internet Communications Coordinator
  3. 3.  Introduction  Mailing List & eNewsletter  Social Media BIG 3  FaceBook  Twitter  YouTube  Social Media Strategy Online Outreach: Do It CHEAP  Web Analytics EASY &  SF Environment EcoFinder EFFECTIVE CRRA Annual Conference 2010 8/11/10
  4. 4. Online Outreach Goals  Promote your programs  Help OTHERS promote you  Understand audience (listen!)  Drive traffic Online Outreach:  Collect content Evaluate success (listen!) Do It CHEAP EASY & EFFECTIVE  CRRA Annual Conference 2010 8/11/10
  5. 5. Barriers to Entry  Lack of budget/resources  Lack of strategy  Siloed organization  Lack of understanding  *Lack of senior management buy-in  *IT blockages Online Outreach: Do It CHEAP  Finding staff EASY & EFFECTIVE CRRA Annual http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action/ Conference 2010 8/11/10
  6. 6. How To Start  Just START!  Informal survey of audience  One thing at a time  Integrate look, feel & tone Online Outreach: Do It CHEAP EASY & EFFECTIVE CRRA Annual Conference 2010 8/11/10
  7. 7. Mailing List & eNewsletter  Most important resource  Send consistent, useful, targeted info  Keep it simple & USE PICTURES!!!  Email marketing services:  affordable Online Outreach:  customizable Do It CHEAP EASY & EFFECTIVE  better deliverability CRRA Annual Conference 2010  reporting! 8/11/10
  8. 8. Social Media: General Tips  Use same profile name  not too long, avoid acronyms  Standardize look, feel, tone  Integrate (website, newsletter, etc.)  Takes time to build audience  Find allies internally & externally Online Outreach: Do It CHEAP EASY & EFFECTIVE  Be sensitive to politics CRRA Annual Conference 2010  Be authentic & passionate; have fun 8/11/10
  9. 9. Online Outreach: Do It CHEAP EASY & EFFECTIVE CRRA Annual Conference 2010 8/11/10
  10. 10. Online Outreach: Do It CHEAP EASY & EFFECTIVE CRRA Annual Conference 2010 8/11/10
  11. 11. Social Media: BIG 3  Facebook  good for events, building community  post: pictures, video, events  Twitter  good for news, information, events  post: news, resource links, events YouTube Online Outreach: Do It CHEAP  EASY & EFFECTIVE CRRA Annual  good for sharing/embedding content Conference 2010 8/11/10  post: videos, TV/radio ads, news clips
  12. 12. Social Media Strategy  Content is King, but hard to gather  Take “mile-high” view of organization  Plot out your content and channels  It takes a village:  Identify your social media mavens  Assign roles Online Outreach: Do It CHEAP EASY &  Check-in regularly EFFECTIVE CRRA Annual Conference 2010 8/11/10
  13. 13. Online Outreach: Do It CHEAP EASY & EFFECTIVE CRRA Annual Conference 2010 8/11/10
  14. 14. Web Analytics (Google)  Where traffic is coming & going  top pages  search keywords  referring sites  Installing is easy & free  If you haven't already, do it today! Online Outreach: Do It CHEAP EASY &  Interpreting data takes some time EFFECTIVE CRRA Annual Conference 2010  Tagging & segmenting is next step 8/11/10
  15. 15. SF Environment EcoFinder Database of local recycling services:  Web-based search tool  iPhone App  “Open” data feed = Government 2.0  Earth911.com  EcoFinder iPhone App Online Outreach: Do It CHEAP EASY &  Everywhere??? EFFECTIVE CRRA Annual Conference 2010 8/11/10
  16. 16. Resources  constantcontact.com icontact.com  govfresh.com (Gov 2.0 resource)  facebook.com twitter.com youtube.com Online Outreach:  google.com/analytics Do It CHEAP EASY & EFFECTIVE http://analytics.blogspot.com CRRA Annual kaushik.net (analytics resource) Conference 2010 8/11/10
  17. 17. Contact  Connect with SF Environment :  SFEnvironment.org  SFEnvironment.org/facebook  SFEnvironment.org/twitter  SFEnvironment.org/youtube Online Outreach: Do It CHEAP  Lawrence.Grodeska@sfgov.org EASY & EFFECTIVE @lsgrodeska CRRA Annual Conference 2010 8/11/10
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