PR 101: Websites, Email, Blogs, Social Media, New Media Presented by Dave Tedlock
PR 101:  Websites, Email, Blogs, Social Media & New Media <ul><li>Websites </li></ul><ul><li>Blogs (not so hot) </li></ul>...
Website Costs & Benefits <ul><li>Website Costs </li></ul><ul><li>Website Benefits </li></ul><ul><ul><li>Board & Committee ...
Web Site Costs <ul><li>Domain names (3 varieties) </li></ul><ul><li>Web Hosting </li></ul><ul><li>Design, Content & Mainte...
Domain Names <ul><li>Short, sweet, fits on business card </li></ul><ul><li>Logical  www.myorganizationwiththebiglongname.o...
SEO Domain Names <ul><li>Rescue a Golden of Arizona </li></ul><ul><li>Actual:  www.golden-retriever.org </li></ul><ul><li>...
Design & Maintenance <ul><li>Only Build What You Can Maintain </li></ul><ul><li>Use Content Management Systems (CMS) </li>...
Costs & Benefits <ul><li>Costs </li></ul><ul><ul><li>Domain Name -- $50/year or less </li></ul></ul><ul><ul><li>Hosting --...
Keys to Board/Committee Success <ul><li>Recognition  </li></ul><ul><li>Communication </li></ul><ul><li>Recruitment </li></...
Promote Events, Sell Tickets <ul><li>Selling the Event (Details, PDF) </li></ul><ul><li>Facilitating Sales (Registration) ...
Attracting & Accepting Donations <ul><li>Make Your Case </li></ul><ul><li>Dramatize </li></ul><ul><ul><li>How would you mo...
Promote Products & Services <ul><li>Sell Products Online </li></ul><ul><li>Sell Services Online </li></ul><ul><ul><li>Even...
E Commerce – Levels of the Game <ul><li>PDFs with Order Forms </li></ul><ul><li>Complete Form On Site & Mail </li></ul><ul...
E Commerce –  Secure Site, Manual Processing <ul><li>Complete Form on Secure Site </li></ul><ul><li>Manually Retrieve Orde...
Real-Time, Boarding Pass Approach. Desert Museum
Use Site to Reduce Costs <ul><li>Online Brochures   </li></ul><ul><li>Virtual Newsletters, Magazines (PDFs) </li></ul><ul>...
Email Campaigns <ul><li>Use Constant Contact or Other Source </li></ul><ul><li>Manage Multiple Lists </li></ul><ul><li>Key...
Exciting New Options <ul><li>Video </li></ul><ul><ul><li>Flash, Loads Almost Instantly </li></ul></ul><ul><ul><li>YouTube,...
Needed Talent & Expertise <ul><li>Design </li></ul><ul><li>Marketing & Communications  </li></ul><ul><li>Web-Based Program...
Blogs – Not So Hot in 2009 <ul><li>Mean different things to people </li></ul><ul><li>Personal Blog </li></ul><ul><li>Media...
Personal Blogs – Be Careful <ul><li>Personal diary or column </li></ul><ul><li>Indexed by search engines </li></ul><ul><li...
Media Blogs, e.g.  The Arizona Daily Star <ul><li>Publish blog comments (in print edition) </li></ul><ul><li>Screen Names ...
Reacting to News/Blogs <ul><li>Be Prepared for News Story </li></ul><ul><li>Crisis Communication Plan </li></ul><ul><li>Se...
Twitter, Facebook, LinkedIn, Plaxo <ul><li>Millennials (Gen Y) </li></ul><ul><ul><li>11 – 23 Years Old </li></ul></ul><ul>...
Social Media, Facebook Personal Page <ul><li>Requires careful control of access </li></ul><ul><li>Becomes personal very ea...
Social Media, Facebook Business Page
Social Media, Professional <ul><li>LinkedIn </li></ul><ul><li>Plaxo  </li></ul><ul><ul><li>Public Profile </li></ul></ul><...
New Media   <ul><li>Cell Phones, PDAs = “Mobile Apps”  </li></ul><ul><ul><li>Not the Cutting Edge, the Bleeding Edge </li>...
Webinars <ul><li>Number of “seats” (people logged in) </li></ul><ul><li>Conference calling included </li></ul><ul><li>Grea...
Marketing with Websites, Email, Blogs & Social Media <ul><li>Take Care of Business </li></ul><ul><ul><li>Get Your Domain N...
Resources <ul><li>www.netoutcomes.com/pr101/ </li></ul><ul><li>Dave Tedlock’s Blog </li></ul><ul><li>www.netoutcomes.com/I...
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Marketing With Websites, Email, Blogs & New Options

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Transcript of "Marketing With Websites, Email, Blogs & New Options"

  1. 1. PR 101: Websites, Email, Blogs, Social Media, New Media Presented by Dave Tedlock
  2. 2. PR 101: Websites, Email, Blogs, Social Media & New Media <ul><li>Websites </li></ul><ul><li>Blogs (not so hot) </li></ul><ul><li>Email </li></ul><ul><li>Social Media </li></ul><ul><li>New Media </li></ul>
  3. 3. Website Costs & Benefits <ul><li>Website Costs </li></ul><ul><li>Website Benefits </li></ul><ul><ul><li>Board & Committee Use </li></ul></ul><ul><ul><li>Promote Events, Sell Tickets </li></ul></ul><ul><ul><li>Promote Products & Services </li></ul></ul><ul><ul><li>Increase Revenue (Memberships, Donations) </li></ul></ul><ul><ul><li>Reduce Costs </li></ul></ul>
  4. 4. Web Site Costs <ul><li>Domain names (3 varieties) </li></ul><ul><li>Web Hosting </li></ul><ul><li>Design, Content & Maintenance </li></ul>
  5. 5. Domain Names <ul><li>Short, sweet, fits on business card </li></ul><ul><li>Logical www.myorganizationwiththebiglongname.org </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>$20/year; no-brainer </li></ul><ul><ul><li>www.godaddy.com </li></ul></ul><ul><ul><li>www.netsol.com </li></ul></ul>
  6. 6. SEO Domain Names <ul><li>Rescue a Golden of Arizona </li></ul><ul><li>Actual: www.golden-retriever.org </li></ul><ul><li>SEO Option = key words in domain name </li></ul><ul><li>www.arizonagoldenretrieverrescue.com </li></ul><ul><li>Tu Nidito </li></ul><ul><li>Actual: www.tunidito.org (your little nest) </li></ul><ul><li>SEO Option: www.tucsonfamilysupport.com </li></ul>
  7. 7. Design & Maintenance <ul><li>Only Build What You Can Maintain </li></ul><ul><li>Use Content Management Systems (CMS) </li></ul><ul><li>Adobe’s program Dreamweaver </li></ul><ul><li>Use Contribute to Edit </li></ul><ul><li>Choose from one or More Templates </li></ul><ul><li>Quick & Easy text, image changes </li></ul>
  8. 8. Costs & Benefits <ul><li>Costs </li></ul><ul><ul><li>Domain Name -- $50/year or less </li></ul></ul><ul><ul><li>Hosting -- $120/year </li></ul></ul><ul><ul><li>Design, Build & Maintain </li></ul></ul><ul><li>Benefits -- Create Huge Benefits </li></ul><ul><ul><li>Board </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Selling </li></ul></ul><ul><ul><li>Reduce Costs </li></ul></ul>
  9. 9. Keys to Board/Committee Success <ul><li>Recognition </li></ul><ul><li>Communication </li></ul><ul><li>Recruitment </li></ul><ul><li>Fund Raising Facilitation </li></ul><ul><li>Resources </li></ul><ul><ul><li>Meeting Minutes </li></ul></ul><ul><ul><li>Agendas </li></ul></ul><ul><ul><li>Fund Raising Tools </li></ul></ul><ul><li>Create “Members Only Section” </li></ul>
  10. 10. Promote Events, Sell Tickets <ul><li>Selling the Event (Details, PDF) </li></ul><ul><li>Facilitating Sales (Registration) </li></ul><ul><li>Registering Online Classes </li></ul><ul><li>Cross Selling </li></ul><ul><li>Must Deal with Ecommerce Issue </li></ul>
  11. 11. Attracting & Accepting Donations <ul><li>Make Your Case </li></ul><ul><li>Dramatize </li></ul><ul><ul><li>How would you most like to help children? </li></ul></ul><ul><ul><li>Imagine a dog, whose owner has died … </li></ul></ul><ul><li>Email Campaign </li></ul><ul><li>Post Online Newsletters as PDFs </li></ul><ul><li>Deal with Ecommerce Issue </li></ul>
  12. 12. Promote Products & Services <ul><li>Sell Products Online </li></ul><ul><li>Sell Services Online </li></ul><ul><ul><li>Event Ticket Sales </li></ul></ul><ul><ul><li>Auction Tickets </li></ul></ul><ul><li>Must Deal with Ecommerce Issue </li></ul>
  13. 13. E Commerce – Levels of the Game <ul><li>PDFs with Order Forms </li></ul><ul><li>Complete Form On Site & Mail </li></ul><ul><li>Secure Site, Manual Processing </li></ul><ul><li>Shared Ecommerce Platform </li></ul><ul><ul><li>Networkforgood.org </li></ul></ul><ul><ul><li>Guidestar – check your listing </li></ul></ul><ul><li>Your Own Real-Time Payment Processing </li></ul>
  14. 14. E Commerce – Secure Site, Manual Processing <ul><li>Complete Form on Secure Site </li></ul><ul><li>Manually Retrieve Orders from Site </li></ul><ul><li>Manually Process Credit Card Charges </li></ul>
  15. 15. Real-Time, Boarding Pass Approach. Desert Museum
  16. 16. Use Site to Reduce Costs <ul><li>Online Brochures </li></ul><ul><li>Virtual Newsletters, Magazines (PDFs) </li></ul><ul><li>E-mail Campaigns </li></ul><ul><li>Fund Raising Campaigns (a “Green” approach – no paper) </li></ul>
  17. 17. Email Campaigns <ul><li>Use Constant Contact or Other Source </li></ul><ul><li>Manage Multiple Lists </li></ul><ul><li>Key Features: Opt in/Opt Out </li></ul><ul><li>Reports on Opens, Deletes, Etc. </li></ul><ul><li>Free or Small Monthly Fee </li></ul>
  18. 18. Exciting New Options <ul><li>Video </li></ul><ul><ul><li>Flash, Loads Almost Instantly </li></ul></ul><ul><ul><li>YouTube, easy </li></ul></ul><ul><li>Ad Words </li></ul><ul><ul><li>Google & Yahoo! </li></ul></ul><ul><ul><li>Daily Budget = $2/Day </li></ul></ul><ul><ul><li>Pay Per Click Through </li></ul></ul><ul><ul><li>Use Key Phrase </li></ul></ul>
  19. 19. Needed Talent & Expertise <ul><li>Design </li></ul><ul><li>Marketing & Communications </li></ul><ul><li>Web-Based Programming </li></ul><ul><ul><li>Coke = Linux, My SQL, PHP, HTML </li></ul></ul><ul><ul><li>Pepsi = Windows, SQL, ASP/PHP, HTML </li></ul></ul><ul><ul><li>RC Colas = Cold Fusion, Drupal, Others </li></ul></ul><ul><li>Dreamweaver/Contribute great because </li></ul><ul><ul><li>Dreamweaver is powerful, time saving </li></ul></ul><ul><ul><li>Contribute is Like Using Word </li></ul></ul>
  20. 20. Blogs – Not So Hot in 2009 <ul><li>Mean different things to people </li></ul><ul><li>Personal Blog </li></ul><ul><li>Media Blog (Commenting on a story) </li></ul>
  21. 21. Personal Blogs – Be Careful <ul><li>Personal diary or column </li></ul><ul><li>Indexed by search engines </li></ul><ul><li>Be careful why you say </li></ul><ul><li>Search for employee use </li></ul>
  22. 22. Media Blogs, e.g. The Arizona Daily Star <ul><li>Publish blog comments (in print edition) </li></ul><ul><li>Screen Names = No accountability </li></ul><ul><li>BIOS </li></ul><ul><ul><li>Basic Input, Output System </li></ul></ul><ul><ul><li>What you see when you turn on a computer </li></ul></ul><ul><li>UG - BIOS </li></ul><ul><ul><li>Ugliness </li></ul></ul><ul><ul><li>Bad Manners </li></ul></ul><ul><ul><li>Ignorance & </li></ul></ul><ul><ul><li>Off-the-wall Stupidity </li></ul></ul><ul><li>Blogs = Free user-generated content </li></ul><ul><li>Blogs = Increased length of stay on site </li></ul><ul><li>Free Content + Increased Length of Stay = Profit$ </li></ul>
  23. 23. Reacting to News/Blogs <ul><li>Be Prepared for News Story </li></ul><ul><li>Crisis Communication Plan </li></ul><ul><li>Seed the Blog </li></ul><ul><ul><li>Board Members </li></ul></ul><ul><ul><li>Staff Members </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>Act Quickly </li></ul><ul><li>Remember – Blogs Indexed by Search Engines </li></ul>
  24. 24. Twitter, Facebook, LinkedIn, Plaxo <ul><li>Millennials (Gen Y) </li></ul><ul><ul><li>11 – 23 Years Old </li></ul></ul><ul><ul><li>All About Me, Technology = IM, Internet, Texting </li></ul></ul><ul><ul><li>Blur the Personal Lives & Work Lives </li></ul></ul><ul><li>Gen Xers </li></ul><ul><ul><li>23 – 35 years old </li></ul></ul><ul><ul><li>Some Blur of Personal Life & Work </li></ul></ul><ul><ul><li>Technology = MAC/PC + Internet + Texting </li></ul></ul><ul><li>Baby Boomers 35 – 65 years old </li></ul><ul><ul><li>Separate Personal Life, Work </li></ul></ul><ul><ul><li>Technology = Confusion </li></ul></ul>
  25. 25. Social Media, Facebook Personal Page <ul><li>Requires careful control of access </li></ul><ul><li>Becomes personal very easily </li></ul><ul><li>Requires substantial maintenance </li></ul>
  26. 26. Social Media, Facebook Business Page
  27. 27. Social Media, Professional <ul><li>LinkedIn </li></ul><ul><li>Plaxo </li></ul><ul><ul><li>Public Profile </li></ul></ul><ul><ul><li>Business, Not Personal </li></ul></ul><ul><ul><li>Links to Websites </li></ul></ul><ul><ul><li>Networking Potential </li></ul></ul><ul><ul><li>New stream of spam </li></ul></ul>
  28. 28. New Media <ul><li>Cell Phones, PDAs = “Mobile Apps” </li></ul><ul><ul><li>Not the Cutting Edge, the Bleeding Edge </li></ul></ul><ul><ul><li>Ask again next year </li></ul></ul><ul><li>RSS Feeds, Like Blogs, were “It” </li></ul><ul><ul><li>Be realistic and just say no </li></ul></ul><ul><ul><li>Identify the exact return on investment </li></ul></ul><ul><li>Webinars </li></ul>
  29. 29. Webinars <ul><li>Number of “seats” (people logged in) </li></ul><ul><li>Conference calling included </li></ul><ul><li>Great for virtual meetings </li></ul><ul><li>Acrobat Connect, 15 Seats; $39.95/month </li></ul><ul><li>Yugma, Highly Cost Competitive </li></ul><ul><li>WebEx & Others, Free Trial Use </li></ul>
  30. 30. Marketing with Websites, Email, Blogs & Social Media <ul><li>Take Care of Business </li></ul><ul><ul><li>Get Your Domain Name & Site Right </li></ul></ul><ul><ul><li>Produce a Genuine Return on Investment </li></ul></ul><ul><li>Manage Your ROI; Maintain the Site </li></ul><ul><li>Avoid the Bleeding Edge </li></ul><ul><li>Participate in Facebook, LinkedIn, Plaxo </li></ul><ul><li>Handle Blogs </li></ul><ul><li>Consider Webinars to Communicate </li></ul>
  31. 31. Resources <ul><li>www.netoutcomes.com/pr101/ </li></ul><ul><li>Dave Tedlock’s Blog </li></ul><ul><li>www.netoutcomes.com/Internet_Insights/Articles/tedlock_online.html </li></ul><ul><li>Contact Dave: 520.325.6900, extension 157 </li></ul><ul><li>[email_address] </li></ul>

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