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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, as well as some updates to other slides.

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Online Outreach - Do It CHEAP, EASY & EFFECTIVE

  1. 1. Online Outreach: Do It CHEAP, EASY & EFFECTIVE
  2. 2. Your Content… Everywhere!
  3. 3. <ul><li>Introduction </li></ul><ul><li>Mailing List & eNewsletter </li></ul><ul><li>Social Media BIG 4 </li></ul><ul><ul><li>FaceBook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><li>Social Media Strategy </li></ul><ul><li>Web Analytics </li></ul><ul><li>SF Environment EcoFinder </li></ul>
  4. 5. Online Outreach Goals <ul><li>Reinforce (or introduce) SFE brand </li></ul><ul><li>Promote programs </li></ul><ul><li>Help OTHERS promote programs </li></ul><ul><li>Understand audience (listen!) </li></ul><ul><li>Drive traffic </li></ul><ul><li>Collect content </li></ul><ul><li>Evaluate success (listen!) </li></ul>
  5. 6. Barriers to Entry <ul><li>Lack of budget/resources </li></ul><ul><li>Lack of strategy </li></ul><ul><li>Siloed organization </li></ul><ul><li>Lack of understanding </li></ul><ul><li>*Lack of senior management buy-in </li></ul><ul><li>*IT blockages </li></ul><ul><li>Finding staff </li></ul><ul><li>[ http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action ] </li></ul>
  6. 7. How To Start <ul><li>Just START! </li></ul><ul><li>Survey of audience </li></ul><ul><ul><li>Informal; research; web analytics </li></ul></ul><ul><li>One thing at a time </li></ul><ul><li>Standardize brand: look, feel, tone </li></ul>
  7. 9. Mailing List & eNewsletter <ul><li>Most important resource </li></ul><ul><li>Send consistent, useful, targeted info </li></ul><ul><li>Keep it simple & USE PICTURES!!! </li></ul><ul><li>Email marketing services: </li></ul><ul><ul><li>affordable </li></ul></ul><ul><ul><li>customizable </li></ul></ul><ul><ul><li>better deliverability </li></ul></ul><ul><ul><li>reporting! </li></ul></ul>
  8. 18. Social Media: General Tips <ul><li>Use same profile name </li></ul><ul><ul><li>not too long; avoid acronyms </li></ul></ul><ul><li>Integrate </li></ul><ul><ul><li>online assets; work flow; etc. </li></ul></ul><ul><li>Takes time to build audience </li></ul><ul><li>Find allies externally AND internally </li></ul><ul><li>Be sensitive to politics </li></ul><ul><li>Call to action appropriate for medium </li></ul><ul><ul><li>also, location: home, office, transit </li></ul></ul><ul><li>Be authentic & passionate; have fun </li></ul>
  9. 25. Social Media: BIG 4 <ul><li>Facebook </li></ul><ul><ul><li>events, interaction, building community </li></ul></ul><ul><ul><li>post: pictures, video, events, interesting news </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>news/press, interaction, events </li></ul></ul><ul><ul><li>post: news, resource links, events </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>sharing & embedding content, SEO </li></ul></ul><ul><ul><li>post: videos, TV/radio ads </li></ul></ul><ul><li>Flickr </li></ul><ul><ul><li>sharing content, SEO </li></ul></ul><ul><ul><li>post: pictures (of people) </li></ul></ul>
  10. 27. Social Media Strategy <ul><li>Take “mile-high” view of organization </li></ul><ul><li>Content is King, but hard to gather </li></ul><ul><li>Plot out your content and channels </li></ul><ul><li>It takes a village: </li></ul><ul><ul><li>Identify your social media mavens </li></ul></ul><ul><ul><li>Assign roles </li></ul></ul><ul><ul><li>Check-in regularly </li></ul></ul>
  11. 29. Web Analytics (Google) <ul><li>Where traffic is coming & going </li></ul><ul><ul><li>top pages </li></ul></ul><ul><ul><li>search keywords </li></ul></ul><ul><ul><li>referring sites </li></ul></ul><ul><li>Installing is easy & free </li></ul><ul><li>If you haven't already, do it today! </li></ul><ul><li>Interpreting data takes some time </li></ul><ul><li>Tagging & segmenting is next step </li></ul>
  12. 36. SF Environment EcoFinder <ul><li>Database of local recycling services: </li></ul><ul><li>Web-based search tool </li></ul><ul><li>iPhone App </li></ul><ul><li>“ Open” data feed = Government 2.0 </li></ul><ul><ul><li>Earth911.com </li></ul></ul><ul><ul><li>EcoFinder iPhone App </li></ul></ul><ul><ul><li>Everywhere??? </li></ul></ul>
  13. 43. The Vision <ul><li>Regional collaboration </li></ul><ul><li>Improve existing application </li></ul><ul><li>Standardize UI for users in Bay Area </li></ul><ul><li>Maximize reach of data </li></ul><ul><li>Open Source for other governments </li></ul>
  14. 44. Contact <ul><li>Connect with SF Environment : </li></ul><ul><ul><li>SFEnvironment.org </li></ul></ul><ul><ul><li>SFEnvironment.org/facebook </li></ul></ul><ul><ul><li>SFEnvironment.org/twitter </li></ul></ul><ul><ul><li>SFEnvironment.org/youtube </li></ul></ul><ul><ul><li>SFEnvironment.org/flickr </li></ul></ul><ul><li>[email_address] </li></ul><ul><li>@lsgrodeska </li></ul>

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