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Blogging for Nonprofits
A hands-on workshop from
the We Are Media Project:
The Social Media
Starter Kit for Nonprofits

Shirley Sexton
Director, Interactive
Marketing and Fundraising
Training sponsored by




See3 Communications                                We Are Media Project
Web Design &                                      resources about social
Development                                        media strategies and tools
                                                   for nonprofits
Video Production
                                                   Curated by NTEN
Interactive Marketing
                                                   www.wearemedia.org
www.see3.net
          Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
4/26/09                                                                                 2
Agenda
Should we blog?                            How do we blog?
What is it?                               Choosing Your Topic
The Obstacles                             Identity Your Team
The Benefits                              Reading & Commenting
                                           Building Your Blog
                                           Writing and Publishing
                                           Using Graphics
                                           Measuring Progress
                                           Resources
          Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
4/26/09                                                                                 3
Elements of a blog
   Opinion
                        Links


Feed
                                Tags




       Comments



             Blogroll
Should We blog? What is it?
    All blogs feature common elements
           Opinion
           Chronological Posts
           Comments
           Blogroll
           Tags
           Ways to subscribe to content feed
           Links
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   5
The Obstacles

4/26/09         6
Should We blog? The Obstacles

    The Inconvenient Truth (to borrow from
    Gore)
           Significant time investment

           Corporate tool

           Creates (another) data silo

           Loss of brand/message control
           Most nonprofits have not mastered other
            online tactics that will help them more
4/26/09       Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   7
The Benefits

4/26/09        8
Should we blog? The Benefits

    Yes We Can! (to borrow from Obama)
           Easy and efficient way to propagate
            content across the Internet
           Improves ranking in search engines
           Demonstrates accessibility, transparency,
            and responsiveness; builds trust
           Blogs (or something like it) are becoming
            mainstream. Best start practicing (if not on
            a blog, then on Facebook or Twitter)
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   9
Choosing Your Topic

4/26/09               10
Choosing your topic




4/26/09   Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   11
Choosing your topic




                 Is there a conflict between your plan to blog
                 and user behavior of your target audience?
4/26/09   Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   12
Choosing your topic




                 This activity will help you write your blog
                 title and tags later in the session
4/26/09   Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   13
Assembling Your Team

4/26/09                14
Assembling Your Team
    A blog post is by a person, but an org is
    by definition more than one. Build a team
    of voices that represent your org:
           Program and subject experts
           Strong writers
           Board or volunteers with name recognition
           Service recipients
           Blog manager
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   15
Assembling Your Team
    Getting it done:
           Assign days of the week, # of posts per
           month or other quantitative commitment

           Include responsibility in job descriptions
           and evaluations

           Keep workflow/approval process flat!


4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   16
Reading and Commenting
4/26/09                  17
Reading and Commenting
    Ongoing participation by reading and
    commenting on other blogs will provide
    you with an influx of fresh ideas and info
    as well as credibility in the blogosphere.
           Define each team member’s “beat”




4/26/09       Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   18
Reading and Commenting
    Using RSS “Really Simple Syndication”
           One online location to view all the latest
            posts from the blogs you subscribe to



                      • Bloglines account
    Demo:


4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   19
Reading and Commenting
    Best practices for commenting on blogs
           Add value

           Establish authority and trust

           Identify yourself and org

           Trackbacks




4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   20
Building
          Your Blog




4/26/09          21
Building Your Blog
    What to include at launch (static elements)
           Layout that does not confuse (visual
            integration with org’s mail Web site/brand)
           Title that attracts search
           About page (blog purpose and org mission)
           Code of Conduct
           Subscription options
           Author bios
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   22
Writing and Publishing

4/26/09                  23
Writing and Publishing
    Ready, set, blog!
           One online location to view all the latest
            posts from the blogs you subscribe to



                      • Log-in to Wordpress and create
   Activity             blog post
      :

4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   24
Writing and Publishing
    What makes a good blog?
           Unique opinionated content
           Writing style/tone
           Focus (one topic, not many)
           Frequency
           Relevancy
           Dialogue
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   25
Writing and Publishing
    What makes a good blog post?
           Search friendly title
           Short
           Personal (from the “I)
           Quotes
           Questions
           Links! Links! Links!
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   26
Writing and Publishing
    Great NPO blog content
           Opinion on mission-related national or world
            events
           Primary research, resources and stories
           Requests (info & referral)
           Interviews
           Reviews (books, movies, etc.)
           Lists
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   27
Writing and Publishing
    Repurpose content
           Use Feedburner to push posts out to org’s
           Web site, Facebook page and other Web
           properties

           Micro-blog on Twitter with link to blog post




4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   28
Writing and Publishing
    Interacting with your readers
           Respond quickly to comments on your
            posts
           Watch out for trolls!




4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   29
Using Images

4/26/09        Bernat Casero bernatcasero.com 30
Using Images and Videos
    Examples to use in blog post
           Subject of story

           Screen capture of Web page

           Logos of orgs/products you’re reviewing

           Images to inspire/illustrate point



4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   31
Using Images and Videos
    Where to get images and videos
           Take your own
           Purchase stock like istockphoto.com
           Flickr Creative Commons
            What is Creative Commons license

           Be sure to tag for search engines and
           screen readers!

4/26/09       Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   32
Using Images and Video




4/26/09   Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   33
Measuring Progress

4/26/09              34
Measuring Progress
    What to measure and how
           Comments (Commentful)
           Ego feeds (Technorati, Google Alerts)
           Blog traffic (Google Analytics)
           Traffic sent to org Web site from blog
           Measure trends over time, what caused
           spikes
4/26/09        Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   35
Resources

4/26/09   Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   36
Must-read online resources
    http://www.wearemedia.org (will include this
    training)
    http://howtoblog.wikispaces.com
    http://nonprofitblogexchange.blogspot.com
    http://beth.typepad.com
    Photos in presentation from Flickr
    http://creativecommons.org/licenses/by/3.0

4/26/09     Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   37
Must-read books
    Groundswell: Winning in a World
    Transformormed by Social Technologies
           Charlene Li and Josh Bernoff
    Media Rules! Master Today’s Technology
    to Connect with and Keep your Audience
           Brian Reich and Dan Solomon
    The Corporate Blogging Book: Absolutely
    Everything You Need to Know
           Debbie Weil
4/26/09       Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   38
Contact Me
    Email: shirley@see3.net

    See3 blog: http://blog.see3.net

    LinkedIn: http://shirleysexton.com

    Facebook: http://profile.to/shirleysexton

    Twitter: http://twitter.com/webbarbie

    Flickr: http://flickr.com/photos/webbarbie
4/26/09    Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009   39

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Blogging for Nonprofits

  • 1. Blogging for Nonprofits A hands-on workshop from the We Are Media Project: The Social Media Starter Kit for Nonprofits Shirley Sexton Director, Interactive Marketing and Fundraising
  • 2. Training sponsored by See3 Communications We Are Media Project Web Design & resources about social Development media strategies and tools for nonprofits Video Production Curated by NTEN Interactive Marketing www.wearemedia.org www.see3.net Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 4/26/09 2
  • 3. Agenda Should we blog? How do we blog? What is it? Choosing Your Topic The Obstacles Identity Your Team The Benefits Reading & Commenting Building Your Blog Writing and Publishing Using Graphics Measuring Progress Resources Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 4/26/09 3
  • 4. Elements of a blog Opinion Links Feed Tags Comments Blogroll
  • 5. Should We blog? What is it? All blogs feature common elements  Opinion  Chronological Posts  Comments  Blogroll  Tags  Ways to subscribe to content feed  Links 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 5
  • 7. Should We blog? The Obstacles The Inconvenient Truth (to borrow from Gore)  Significant time investment  Corporate tool  Creates (another) data silo  Loss of brand/message control  Most nonprofits have not mastered other online tactics that will help them more 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 7
  • 9. Should we blog? The Benefits Yes We Can! (to borrow from Obama)  Easy and efficient way to propagate content across the Internet  Improves ranking in search engines  Demonstrates accessibility, transparency, and responsiveness; builds trust  Blogs (or something like it) are becoming mainstream. Best start practicing (if not on a blog, then on Facebook or Twitter) 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 9
  • 11. Choosing your topic 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 11
  • 12. Choosing your topic Is there a conflict between your plan to blog and user behavior of your target audience? 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 12
  • 13. Choosing your topic This activity will help you write your blog title and tags later in the session 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 13
  • 15. Assembling Your Team A blog post is by a person, but an org is by definition more than one. Build a team of voices that represent your org:  Program and subject experts  Strong writers  Board or volunteers with name recognition  Service recipients  Blog manager 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 15
  • 16. Assembling Your Team Getting it done:  Assign days of the week, # of posts per month or other quantitative commitment  Include responsibility in job descriptions and evaluations  Keep workflow/approval process flat! 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 16
  • 18. Reading and Commenting Ongoing participation by reading and commenting on other blogs will provide you with an influx of fresh ideas and info as well as credibility in the blogosphere.  Define each team member’s “beat” 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 18
  • 19. Reading and Commenting Using RSS “Really Simple Syndication”  One online location to view all the latest posts from the blogs you subscribe to • Bloglines account Demo: 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 19
  • 20. Reading and Commenting Best practices for commenting on blogs  Add value  Establish authority and trust  Identify yourself and org  Trackbacks 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 20
  • 21. Building Your Blog 4/26/09 21
  • 22. Building Your Blog What to include at launch (static elements)  Layout that does not confuse (visual integration with org’s mail Web site/brand)  Title that attracts search  About page (blog purpose and org mission)  Code of Conduct  Subscription options  Author bios 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 22
  • 24. Writing and Publishing Ready, set, blog!  One online location to view all the latest posts from the blogs you subscribe to • Log-in to Wordpress and create Activity blog post : 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 24
  • 25. Writing and Publishing What makes a good blog?  Unique opinionated content  Writing style/tone  Focus (one topic, not many)  Frequency  Relevancy  Dialogue 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 25
  • 26. Writing and Publishing What makes a good blog post?  Search friendly title  Short  Personal (from the “I)  Quotes  Questions  Links! Links! Links! 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 26
  • 27. Writing and Publishing Great NPO blog content  Opinion on mission-related national or world events  Primary research, resources and stories  Requests (info & referral)  Interviews  Reviews (books, movies, etc.)  Lists 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 27
  • 28. Writing and Publishing Repurpose content  Use Feedburner to push posts out to org’s Web site, Facebook page and other Web properties  Micro-blog on Twitter with link to blog post 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 28
  • 29. Writing and Publishing Interacting with your readers  Respond quickly to comments on your posts  Watch out for trolls! 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 29
  • 30. Using Images 4/26/09 Bernat Casero bernatcasero.com 30
  • 31. Using Images and Videos Examples to use in blog post  Subject of story  Screen capture of Web page  Logos of orgs/products you’re reviewing  Images to inspire/illustrate point 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 31
  • 32. Using Images and Videos Where to get images and videos  Take your own  Purchase stock like istockphoto.com  Flickr Creative Commons What is Creative Commons license  Be sure to tag for search engines and screen readers! 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 32
  • 33. Using Images and Video 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 33
  • 35. Measuring Progress What to measure and how  Comments (Commentful)  Ego feeds (Technorati, Google Alerts)  Blog traffic (Google Analytics)  Traffic sent to org Web site from blog  Measure trends over time, what caused spikes 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 35
  • 36. Resources 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 36
  • 37. Must-read online resources http://www.wearemedia.org (will include this training) http://howtoblog.wikispaces.com http://nonprofitblogexchange.blogspot.com http://beth.typepad.com Photos in presentation from Flickr http://creativecommons.org/licenses/by/3.0 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 37
  • 38. Must-read books Groundswell: Winning in a World Transformormed by Social Technologies  Charlene Li and Josh Bernoff Media Rules! Master Today’s Technology to Connect with and Keep your Audience  Brian Reich and Dan Solomon The Corporate Blogging Book: Absolutely Everything You Need to Know  Debbie Weil 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 38
  • 39. Contact Me Email: shirley@see3.net See3 blog: http://blog.see3.net LinkedIn: http://shirleysexton.com Facebook: http://profile.to/shirleysexton Twitter: http://twitter.com/webbarbie Flickr: http://flickr.com/photos/webbarbie 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009 39