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Online Outreach - Do It CHEAP, EASY & EFFECTIVE

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This presentation was given 9/1/2010 to a number of staff at the City of San Jose Environmental Services Department. It is similar to previous presentations but does include a new section on Flickr, …

This presentation was given 9/1/2010 to a number of staff at the City of San Jose Environmental Services Department. It is similar to previous presentations but does include a new section on Flickr, as well as some updates to other slides.

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  • http://www.dexigner.com/design_news/sdsc-image-of-the-internet-universe-on-display-at-moma.html
  • Transcript

    • 1. Online Outreach: Do It CHEAP, EASY & EFFECTIVE
    • 2. Your Content… Everywhere!
    • 3.
      • Introduction
      • Mailing List & eNewsletter
      • Social Media BIG 4
        • FaceBook
        • Twitter
        • YouTube
        • Flickr
      • Social Media Strategy
      • Web Analytics
      • SF Environment EcoFinder
    • 4.  
    • 5. Online Outreach Goals
      • Reinforce (or introduce) SFE brand
      • Promote programs
      • Help OTHERS promote programs
      • Understand audience (listen!)
      • Drive traffic
      • Collect content
      • Evaluate success (listen!)
    • 6. Barriers to Entry
      • Lack of budget/resources
      • Lack of strategy
      • Siloed organization
      • Lack of understanding
      • *Lack of senior management buy-in
      • *IT blockages
      • Finding staff
      • [ http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action ]
    • 7. How To Start
      • Just START!
      • Survey of audience
        • Informal; research; web analytics
      • One thing at a time
      • Standardize brand: look, feel, tone
    • 8.  
    • 9. Mailing List & eNewsletter
      • Most important resource
      • Send consistent, useful, targeted info
      • Keep it simple & USE PICTURES!!!
      • Email marketing services:
        • affordable
        • customizable
        • better deliverability
        • reporting!
    • 10.  
    • 11.  
    • 12.  
    • 13.  
    • 14.  
    • 15.  
    • 16.  
    • 17.  
    • 18. Social Media: General Tips
      • Use same profile name
        • not too long; avoid acronyms
      • Integrate
        • online assets; work flow; etc.
      • Takes time to build audience
      • Find allies externally AND internally
      • Be sensitive to politics
      • Call to action appropriate for medium
        • also, location: home, office, transit
      • Be authentic & passionate; have fun
    • 19.  
    • 20.  
    • 21.  
    • 22.  
    • 23.  
    • 24.  
    • 25. Social Media: BIG 4
      • Facebook
        • events, interaction, building community
        • post: pictures, video, events, interesting news
      • Twitter
        • news/press, interaction, events
        • post: news, resource links, events
      • YouTube
        • sharing & embedding content, SEO
        • post: videos, TV/radio ads
      • Flickr
        • sharing content, SEO
        • post: pictures (of people)
    • 26.  
    • 27. Social Media Strategy
      • Take “mile-high” view of organization
      • Content is King, but hard to gather
      • Plot out your content and channels
      • It takes a village:
        • Identify your social media mavens
        • Assign roles
        • Check-in regularly
    • 28.  
    • 29. 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!
      • Interpreting data takes some time
      • Tagging & segmenting is next step
    • 30.  
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36. 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
        • Everywhere???
    • 37.  
    • 38.  
    • 39.  
    • 40.  
    • 41.  
    • 42.  
    • 43. The Vision
      • Regional collaboration
      • Improve existing application
      • Standardize UI for users in Bay Area
      • Maximize reach of data
      • Open Source for other governments
    • 44. Contact
      • Connect with SF Environment :
        • SFEnvironment.org
        • SFEnvironment.org/facebook
        • SFEnvironment.org/twitter
        • SFEnvironment.org/youtube
        • SFEnvironment.org/flickr
      • [email_address]
      • @lsgrodeska