09NTC Nonprofit Blogging Sexton

2,743 views

Published on

Blogging for Nonprofits We Are Media Training Workshop presented at NTEN Nonprofit Technology Conference April 26,2009 by Shirley Sexton, See3 Communications

Published in: Technology
1 Comment
8 Likes
Statistics
Notes
No Downloads
Views
Total views
2,743
On SlideShare
0
From Embeds
0
Number of Embeds
660
Actions
Shares
0
Downloads
46
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

09NTC Nonprofit Blogging Sexton

  1. 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. 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 2 4/26/09
  3. 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 3 4/26/09
  4. 4. Elements of a blog Opinion Links Feed Tags Comments Blogroll
  5. 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 5 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  6. 6. The Obstacles 6 4/26/09
  7. 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 7 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  8. 8. The Benefits 8 4/26/09
  9. 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) 9 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  10. 10. Choosing Your Topic 10 4/26/09
  11. 11. Choosing your topic • write your org’s mission on index card Activity: • Based on mission, write org’s 3 most critical audiences on 3 cards Activity: (e.g. donors, activists, volunteers) 11 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  12. 12. Choosing your topic • Build a profile of your target audience for blog at Activity: www.forrester.com/Groundswell/profile_tool.html • View how your target audience uses social technologies at Activity: www.forrester.com/Groundswell/ladder.html Is there a conflict between your plan to blog and user behavior of your target audience? 12 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  13. 13. Choosing your topic • Write your chosen topic (one) on the center of an index card Activity: • Around your topic, write as many related words as you can think Activity: of, be sloppy! This activity will help you write your blog title and tags later in the session 13 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  14. 14. Assembling Your Team 14 4/26/09
  15. 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 15 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  16. 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! 16 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  17. 17. Reading and Commenting 17 4/26/09
  18. 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” 18 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  19. 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: 19 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  20. 20. Reading and Commenting Best practices for commenting on blogs  Add value  Establish authority and trust  Identify yourself and org  Trackbacks 20 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  21. 21. Building Your Blog 21 4/26/09
  22. 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 22 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  23. 23. Writing and Publishing 23 4/26/09
  24. 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 blog post Activity: 24 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  25. 25. Writing and Publishing What makes a good blog?  Unique opinionated content  Writing style/tone  Focus (one topic, not many)  Frequency  Relevancy  Dialogue 25 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  26. 26. Writing and Publishing What makes a good blog post?  Search friendly title  Short  Personal (from the “I)  Quotes  Questions  Links! Links! Links! 26 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  27. 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 27 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  28. 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 28 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  29. 29. Writing and Publishing Interacting with your readers  Respond quickly to comments on your posts  Watch out for trolls! 29 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  30. 30. Using Images Bernat Casero bernatcasero.com 30 4/26/09
  31. 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 31 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  32. 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! 32 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  33. 33. Using Images and Video • Search for image in Flickr with CC license related to your blog post Activity: and download to desktop • Add image to your blog post, including alt tag Activity: 33 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  34. 34. Measuring Progress 34 4/26/09
  35. 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 35 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  36. 36. Resources 36 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  37. 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 37 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  38. 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 38 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009
  39. 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 39 4/26/09 Shirley Sexton | See3 Communications | Nonprofit Technology Conference 2009

×