Solidarity in-health-dissemination-training Cleverwood

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Solidarity in-health-dissemination-training Cleverwood

  1. 1. Web Dissemination Strategy : <br />Training @ Mostra Headquarters<br />Manuel Pueyo<br />May 2010<br />
  2. 2. Web dissemination is a 3 STEP CYCLIC PROCESS<br />FIND THE TARGET<br />APPROACH THE TARGET<br />EVALUATE, REFINE AND START CYCLE AGAIN<br />
  3. 3. 1) FIND THE TARGET: USE YOUR CONTACTS<br /> Think about friends and contacts that work in the area of the material you want to promote. Ask them to give you a list of relevant webs and blogs. <br />
  4. 4. 1) FIND THE TARGET : SEARCH ENGINES<br /> FIND KEYWORDS IN THE MATERIAL YOU HAVE TO DISEMINATE: <br /> Key words are words used to search information in search engines. Keywords are not created but formed from human behaviour when searching for content on the web. Today’s keywords may not exist tomorrow because people do not employ them. <br />
  5. 5. 1) FIND THE TARGET: SEARCH ENGINES<br /> ENLARGE YOUR LIST OF KEYWORDS:<br /> Use keywords suggestion tools<br />Google keyword tool<br />Keywordtracker.<br />
  6. 6. 1) FIND THE TARGET: SEARCH ENGINES<br />USE YOUR KEYWORD LIST IN SEARCH ENGINES<br />Use Addictomatic: easy and simple way to get a dashboard that you can bookmark and keep and eye on daily. It will show latest tweets, blogs, and videos related to your search. <br />Use Google search.<br />Use Google blogs.<br />Use Twitter search. <br />Use Youtube.<br />
  7. 7. 1) FIND THE TARGET: CREATE A LIST<br /> Create an excel list with all relevant sites you found in previous exercise. This list should include a section with comments to keep track of what is the dissemination status. <br />
  8. 8. 2) APPROACH THE TARGET: TAKE YOUR TIME<br />The more time you have, the easier you will succeed by regular, constant messages that require little effort. Start human conversations and relationships. This can be fun and even allow you to make longer term contacts that can be useful in other exercises.<br />No or little time? Create a standard message and spread it in comments section of blogs, contact emails and social media. <br />
  9. 9. 2) APPROACH THE TARGET: PLATFORM.<br />Blogs: leave a comment. Don’t forget to be human. Praise the author with standard sentences: I find the topic of your site very interesting…<br />Web: Send a formal request by email or fill the contact form.<br />Youtube: Discover who are the opinion leaders in the area you are promoting your video. Subscribe to their channel and start interacting with them.<br />
  10. 10. 2) APPROACH THE TARGET: PLATFORM<br />Twitter: Is the fastest and easiest way to contact people you do not know and direct people to links you want to promote. <br />Start by following people who have a lot of followers in your topic. <br />Wait and see if he/she follows you. <br />If he/she does and gives you permission to comment and reference them. <br />Once you have his/her confidence, send him/her a DM asking to RT your link. <br />
  11. 11. 2) APPROACH THE TARGET: PLATFORM<br />With Twitter think of a catchy message in 140 characters that makes people want to click. Be abstract, interesting, funny, creative.<br />
  12. 12. 2) APPROACH THE TARGET: PLATFORM<br />Linkedin:<br /><ul><li>Identify potentially interesting people or groups
  13. 13. Groups owner are also very interesting targets
  14. 14. Connect with them, engage conversation</li></li></ul><li>2) APPROACH THE TARGET: PLATFORM<br />Facebook:<br /><ul><li>Identify potentially interesting people, pages or groups
  15. 15. Groups owner are also very interesting targets (page owners are hidden)
  16. 16. Connect with them, engage conversation, share the messageyou want to disseminate</li></li></ul><li>3) EVALUATE REFINE AND START CYCLE AGAIN<br />See which keywords and topics had better acceptance. Example in the case of Health Inequalities. Social NGO’s were more keen that medical blogs<br />Attack those areas with more acceptance by another round of deeper keyword search.<br />Also make phone calls to contacted websites, making sure they got your mail. And asking reasons why.<br />
  17. 17. Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.<br />www.cleverwood.be<br />Contact Manuel Pueyo on Twitter @manuelpueyo<br />Cleverwood is a trademark of Fair Wood Ventures sprl/bvba<br />

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