Communications In a Technology Based Society

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Presentation at the PET International Annual Conference in Aurora Missouri on September 16, 2009.

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Communications In a Technology Based Society

  1. 1. 2009 PET International Annual Conference September 26, 2009 Tom Behrens, Presenter
  2. 2. <ul><li>What Do You Want Your Workshop to Do? </li></ul><ul><li>What Do You Want Your Website to Do? </li></ul><ul><li>What To Expect From the Internet </li></ul><ul><li>Socialnomics </li></ul><ul><li>What the Heck Is Social Networking, And Why Should I Care? </li></ul><ul><li>Introduction To Tools </li></ul><ul><li>Challenges </li></ul><ul><li>A Blueprint for the Future </li></ul><ul><li>Summary </li></ul>
  3. 3. Get ready to drink from the fire hose….
  4. 4. <ul><li>What’s Your Succession Plan? </li></ul>
  5. 5. <ul><li>What Are Your Workshop Goals? </li></ul><ul><ul><li>Build More PET vehicles </li></ul></ul><ul><ul><ul><li>Create efficient production processes </li></ul></ul></ul><ul><ul><ul><li>Reliable and sustainable sources for parts </li></ul></ul></ul><ul><ul><ul><li>Orient volunteers quickly </li></ul></ul></ul><ul><ul><li>Increase Volunteer Participation </li></ul></ul><ul><ul><ul><li>Find the right kind of workshop volunteer </li></ul></ul></ul><ul><ul><ul><li>Keep them coming back </li></ul></ul></ul><ul><ul><li>Increase Donations </li></ul></ul><ul><ul><ul><li>Find willing donors and sponsors </li></ul></ul></ul><ul><ul><ul><ul><li>Money </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Materials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Logistics </li></ul></ul></ul></ul>
  6. 6. <ul><li>Tell the PET story </li></ul><ul><li>Tell your workshop’s story </li></ul><ul><li>Validate our collective mission </li></ul><ul><li>Attract and enlist volunteers </li></ul><ul><ul><li>Build teams </li></ul></ul><ul><ul><li>Volunteer sign up </li></ul></ul><ul><ul><li>Scheduling </li></ul></ul><ul><li>Solicit donations </li></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Materials </li></ul></ul>
  7. 7. <ul><li>Who Do You Want to Reach? </li></ul><ul><ul><li>Workshop </li></ul></ul><ul><ul><ul><li>Staff </li></ul></ul></ul><ul><ul><ul><li>Volunteers </li></ul></ul></ul><ul><ul><ul><ul><li>Individuals </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Groups </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Organizations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Corporate teams </li></ul></ul></ul></ul><ul><ul><li>Contributors </li></ul></ul><ul><ul><ul><li>Individuals </li></ul></ul></ul><ul><ul><ul><li>Organizations </li></ul></ul></ul>
  8. 8. <ul><li>What do you want from your website visitor (desired action)? </li></ul><ul><ul><li>“ Oh, yeah. Cool ministry!” </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Logistics help </li></ul></ul><ul><li>Your site must guide them to your goal </li></ul><ul><ul><li>Simple layout </li></ul></ul><ul><ul><li>Direct message </li></ul></ul><ul><ul><li>Few distractions </li></ul></ul><ul><ul><li>Clearly defined goals (2 or less) </li></ul></ul><ul><ul><li>Simple navigation path </li></ul></ul>
  9. 9. <ul><li>October 19, 1997 </li></ul><ul><ul><li>Day of realization: If you didn’t have a website, you were invisible. </li></ul></ul><ul><ul><li>A website was VALIDATION. </li></ul></ul><ul><li>Today (within the past 3 years or so) </li></ul><ul><ul><li>A new website is invisible on the internet. </li></ul></ul><ul><ul><ul><li>The days of &quot;have a website and advertise&quot; are over. It's too expensive to be noticed on an Internet that's already full. </li></ul></ul></ul>
  10. 10. <ul><li>What you see: </li></ul>
  11. 11. <ul><li>What search engines see: </li></ul>
  12. 12. <ul><li>Search Engines: </li></ul><ul><li>What the heck is a search engine? </li></ul><ul><ul><li>You know them as Google, Yahoo, Bing, Ask.com, etc. </li></ul></ul><ul><ul><li>Enter a keyword or phrase, and they fetch results relevant to your request </li></ul></ul><ul><ul><li>They are like a library card catalog system on steroids </li></ul></ul><ul><li>Why are they important? </li></ul><ul><ul><li>They assign relevance to your website </li></ul></ul><ul><ul><li>They help visitors find you on the internet </li></ul></ul><ul><li>What do they do? </li></ul><ul><ul><li>They assimilate billions of pages and millions of websites </li></ul></ul><ul><ul><li>Based upon an intricate formula, they assign a score of importance to every one of your website pages. </li></ul></ul>
  13. 13. <ul><li>Search Engines: How do they work? </li></ul><ul><li>Like a library catalog, they: </li></ul><ul><ul><li>Read your titles </li></ul></ul><ul><ul><li>Read your table of contents </li></ul></ul><ul><ul><li>Read your bibliography </li></ul></ul><ul><ul><li>Read the entire book </li></ul></ul><ul><li>Then… </li></ul><ul><ul><li>Compare the entire book to the… </li></ul></ul><ul><ul><ul><li>Titles </li></ul></ul></ul><ul><ul><ul><li>Table of contents </li></ul></ul></ul><ul><ul><ul><li>Bibliography </li></ul></ul></ul><ul><ul><ul><li>Other books that quote your book </li></ul></ul></ul><ul><ul><li>And finally assign a score based on the book’s relevance </li></ul></ul>
  14. 14. <ul><li>Search Engines: How do they work? </li></ul><ul><li>What search engines look for: </li></ul><ul><ul><li>Relevance between: </li></ul></ul><ul><ul><ul><li>URL (Uniform Resource Locater, aka: domain name) </li></ul></ul></ul><ul><ul><ul><li>Page title (meta) </li></ul></ul></ul><ul><ul><ul><li>Page description (meta) </li></ul></ul></ul><ul><ul><ul><li>Keywords (meta) </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><ul><li>Articles </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Image titles </li></ul></ul></ul></ul><ul><ul><ul><li>Intra-site links and relevance to their source </li></ul></ul></ul><ul><ul><ul><li>External inbound links from other sites </li></ul></ul></ul><ul><ul><ul><ul><li>Relevance between site content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Embedded link relevance to highlighted text </li></ul></ul></ul></ul><ul><ul><ul><li>And more… </li></ul></ul></ul>
  15. 16. <ul><li>Where to begin???? </li></ul><ul><li>Should you…. </li></ul><ul><ul><li>Start a blog? </li></ul></ul><ul><ul><ul><li>Where you post articles and information of interest for others to read </li></ul></ul></ul><ul><ul><li>Join a social network? </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><li>Post videos? </li></ul></ul><ul><ul><ul><li>You Tube </li></ul></ul></ul><ul><ul><ul><li>Vimeo </li></ul></ul></ul><ul><ul><li>Post pictures? </li></ul></ul><ul><ul><ul><li>Flickr </li></ul></ul></ul><ul><ul><li>Post presentations? </li></ul></ul><ul><ul><ul><li>Slideshare </li></ul></ul></ul><ul><ul><li>YES! </li></ul></ul><ul><ul><ul><li>Overwhelming? </li></ul></ul></ul><ul><ul><ul><li>Just pick one to start with </li></ul></ul></ul>
  16. 17. <ul><li>The Off-site Landscape </li></ul><ul><ul><li>Publish: To become a trustworthy resource of information </li></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>You Tube </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Flickr </li></ul></ul></ul><ul><ul><ul><li>Slideshare </li></ul></ul></ul><ul><ul><li>Share: To get your information exposed </li></ul></ul><ul><ul><ul><li>reddit </li></ul></ul></ul><ul><ul><ul><li>digg </li></ul></ul></ul><ul><ul><ul><li>StumbleUpon </li></ul></ul></ul><ul><ul><ul><li>Del.icio.us </li></ul></ul></ul><ul><ul><li>Network: To get people to know who you are </li></ul></ul><ul><ul><ul><li>MySpace </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Plaxo </li></ul></ul></ul>
  17. 18. <ul><li>Begin with Thought Research </li></ul><ul><ul><li>Constituents </li></ul></ul><ul><ul><ul><li>Workshop volunteers </li></ul></ul></ul><ul><ul><ul><li>Workshop support </li></ul></ul></ul><ul><ul><ul><li>Materials donors </li></ul></ul></ul><ul><ul><ul><li>Financial donors </li></ul></ul></ul><ul><ul><li>What does each constituent look like? </li></ul></ul><ul><ul><ul><li>Age </li></ul></ul></ul><ul><ul><ul><li>Interests </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul><ul><ul><li>Where do they “hang out?” </li></ul></ul><ul><ul><ul><li>Ask your volunteers </li></ul></ul></ul><ul><ul><ul><li>Ask your donors </li></ul></ul></ul><ul><ul><ul><li>Research other ministries </li></ul></ul></ul><ul><ul><ul><li>Search on the social web </li></ul></ul></ul>
  18. 19. <ul><li>Old: Outbound Marketing </li></ul><ul><ul><li>Radio, TV, Newspaper </li></ul></ul><ul><ul><li>One On One: Brochures </li></ul></ul><ul><ul><li>Telephone marketing </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Internet Paid Advertising (PPC) </li></ul></ul>
  19. 20. <ul><li>New: Inbound Marketing </li></ul><ul><ul><li>Getting visitors to come to you </li></ul></ul><ul><ul><li>Organic internet search engine results (SEO) </li></ul></ul><ul><ul><li>Social marketing networks </li></ul></ul><ul><ul><li>Information feeds: Blogs, RSS, opt in email newsletters </li></ul></ul>
  20. 21. <ul><li>Google Analytics – Traffic analysis </li></ul><ul><li>Google Webmaster Tools – Site analysis </li></ul><ul><li>WebsiteGrader.com – Website ranking </li></ul><ul><li>SEOmoz.com – Website ranking (plus many others) </li></ul><ul><li>KeywordDensity.com – Keyword density analysis </li></ul><ul><li>Mikes-Marketing-tools.com – Keyword ranking for a specific domain name </li></ul>
  21. 22. <ul><li>Hubspot’s Website Grader </li></ul><ul><ul><li>Tells you how well your site is optimized for search engines </li></ul></ul><ul><ul><li>Indicates areas of attention needed for best Search Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Helps you focus on what obvious things need work </li></ul></ul><ul><ul><li>Issues a website grade as a benchmark </li></ul></ul><ul><ul><li>Offers suggestions for improvement </li></ul></ul>
  22. 23. <ul><li>Overall Website Grade </li></ul><ul><li>I. On-Page SEO </li></ul><ul><ul><li>Metadata </li></ul></ul><ul><ul><ul><li>Page title </li></ul></ul></ul><ul><ul><ul><li>Page description </li></ul></ul></ul><ul><ul><ul><li>Page keywords </li></ul></ul></ul><ul><ul><li>Headings Summary </li></ul></ul><ul><ul><ul><li>Tags to help search engines understand the page </li></ul></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><ul><li>Search engines can’t see images – you have to tell them what’s there </li></ul></ul></ul><ul><ul><li>Interior Page Analysis </li></ul></ul><ul><ul><ul><li>Metadata </li></ul></ul></ul>
  23. 24. <ul><li>II. Off-Page SEO </li></ul><ul><ul><li>Domain Info </li></ul></ul><ul><ul><li>Google Page Rank </li></ul></ul><ul><ul><ul><li>How important the home page is relative to others </li></ul></ul></ul><ul><ul><li>Google Indexed Pages </li></ul></ul><ul><ul><ul><li>Pages stored in the Google Index </li></ul></ul></ul><ul><ul><li>Last Google Crawl Date </li></ul></ul><ul><ul><li>Traffic Rank </li></ul></ul><ul><ul><ul><li>Not ranked? You’re not in the top million </li></ul></ul></ul>
  24. 25. <ul><li>III. Blogoshphere </li></ul><ul><ul><li>Blog Analysis </li></ul></ul><ul><ul><li>Blog Ranking </li></ul></ul><ul><li>IV. Social Mediasphere </li></ul><ul><ul><li>del.ico.us bookmarks </li></ul></ul><ul><ul><ul><li>Who is bookmarking your site for easy return </li></ul></ul></ul><ul><ul><li>Digg.com Submission Summary </li></ul></ul><ul><ul><ul><li>Who thought your content was important enough for others to read it? </li></ul></ul></ul><ul><li>V. Conversion </li></ul><ul><ul><li>RSS Feed </li></ul></ul><ul><ul><ul><li>Like a radio station broadcast of your content </li></ul></ul></ul><ul><ul><li>Conversion Form </li></ul></ul><ul><ul><ul><li>A way to capture visitor’s information </li></ul></ul></ul>
  25. 26. <ul><li>Think like a publisher </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>e-books </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><li>Put the items where they can be found online </li></ul><ul><li>Make sure you link back to your website </li></ul>
  26. 27. <ul><li>Define your targeted “Personas” </li></ul><ul><ul><li>Workshop technicians </li></ul></ul><ul><ul><li>Subassembly contractors </li></ul></ul><ul><ul><li>Workshop administration </li></ul></ul><ul><ul><li>Donors </li></ul></ul><ul><ul><ul><li>Monetary </li></ul></ul></ul><ul><ul><ul><li>Materials </li></ul></ul></ul><ul><ul><li>Content authors </li></ul></ul><ul><ul><ul><li>Journalism students </li></ul></ul></ul><ul><ul><li>Social Networkers </li></ul></ul><ul><ul><ul><li>Journalism students </li></ul></ul></ul><ul><ul><li>Webmaster(s) </li></ul></ul><ul><ul><ul><li>NOT students </li></ul></ul></ul><ul><ul><li>And….? </li></ul></ul>
  27. 28. <ul><li>Think collectively, not individually </li></ul><ul><ul><li>Adopt the appearance of a larger organization </li></ul></ul><ul><li>Centralize for Economies of Scale </li></ul><ul><li>Develop a System of Standards </li></ul><ul><ul><li>Standardized Procedures </li></ul></ul><ul><ul><li>Standardized Styles </li></ul></ul><ul><ul><ul><li>Form, brochure, and website </li></ul></ul></ul><ul><ul><li>Standardized Messaging </li></ul></ul><ul><ul><ul><li>Message content </li></ul></ul></ul><ul><ul><ul><li>Message protocol </li></ul></ul></ul><ul><ul><ul><li>Message priorities </li></ul></ul></ul><ul><li>Move Toward Consolidation of Technological Efficiencies </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Promotional materials </li></ul></ul><ul><ul><li>Pursue a cleaner, more cohesive and attractive look to better attract </li></ul></ul><ul><ul><ul><li>Constituents </li></ul></ul></ul><ul><ul><ul><li>Large donors </li></ul></ul></ul><ul><ul><ul><li>Grants </li></ul></ul></ul><ul><ul><ul><li>Bequests </li></ul></ul></ul>
  28. 29. Internet Workshop Workshop Workshop Workshop Workshop PET Int’l
  29. 30. <ul><li>Single portal access to workshop sites </li></ul><ul><ul><li>Individual workshop sites maintain individuality </li></ul></ul><ul><li>Centralized administration </li></ul><ul><li>Easy to use templates for workshop submitted content </li></ul><ul><li>On line contributions (PI and workshop) </li></ul><ul><li>Secure area for workshops only </li></ul><ul><ul><li>Forum </li></ul></ul><ul><ul><li>Bulletins </li></ul></ul><ul><ul><li>Approved vendor lists </li></ul></ul><ul><ul><li>Workshop operational requirements </li></ul></ul>
  30. 31. <ul><li>Centralized repository </li></ul><ul><ul><li>Promotional item library </li></ul></ul><ul><ul><ul><li>Brochures </li></ul></ul></ul><ul><ul><ul><li>Media (audio, video) </li></ul></ul></ul><ul><ul><li>Technical documents </li></ul></ul><ul><ul><ul><li>Construction drawings </li></ul></ul></ul><ul><ul><ul><li>Technical bulletins </li></ul></ul></ul><ul><ul><ul><li>Assembly manuals </li></ul></ul></ul><ul><ul><ul><li>Parts lists </li></ul></ul></ul><ul><ul><ul><li>Workshop procedures </li></ul></ul></ul><ul><ul><li>Training and Education </li></ul></ul><ul><ul><ul><li>Orientation </li></ul></ul></ul><ul><ul><ul><li>Policies </li></ul></ul></ul><ul><ul><ul><li>Procedures </li></ul></ul></ul><ul><ul><ul><li>Distribution </li></ul></ul></ul><ul><ul><ul><li>Impacts – workshop, logistics, recipient </li></ul></ul></ul><ul><ul><li>Logistics </li></ul></ul><ul><ul><ul><li>Transport documentation </li></ul></ul></ul><ul><ul><ul><li>Inventory Control </li></ul></ul></ul>
  31. 32. <ul><li>Field follow up </li></ul><ul><ul><li>Recipient qualification assessment </li></ul></ul><ul><ul><li>Recipient data collection </li></ul></ul><ul><ul><li>Quality control/monitoring </li></ul></ul>
  32. 33. <ul><li>Examples </li></ul><ul><ul><li>Website layout and functionality </li></ul></ul><ul><ul><ul><li>Medshare – www.medshare.org </li></ul></ul></ul><ul><ul><li>Corporate>Affiliate structure </li></ul></ul><ul><ul><ul><li>Habitat for Humanity – www.habitat.org </li></ul></ul></ul><ul><ul><ul><li>American Red Cross – www.redcross.org </li></ul></ul></ul><ul><ul><ul><li>Fellowship of Christian Athletes – www.fca.org </li></ul></ul></ul><ul><ul><ul><li>Youth For Christ – www.yfc.org </li></ul></ul></ul>
  33. 34. <ul><li>Define your succession plan </li></ul><ul><li>Set specific goals for your workshop </li></ul><ul><li>Decide how your website will help you achieve those goals </li></ul><ul><li>Identify target group(s) profile </li></ul><ul><li>Identify goals to achieve on website </li></ul><ul><li>Generate content </li></ul><ul><li>Create interest (buzz) </li></ul><ul><li>Deploy tools </li></ul><ul><li>Track and refine </li></ul><ul><li>Develop standards for imaging and messaging </li></ul><ul><li>Consolidate where and when possible </li></ul>
  34. 35. <ul><li>Get started with Twitter: http://twitter.zappos.com/start </li></ul><ul><li>Tweetraising (Just “Google” it): http://www.techcrunch.com/2009/07/05/tweetraising-the-potential-for-charities-on-twitter/ </li></ul><ul><li>Free press releases: http://www.prlog.org/ </li></ul><ul><li>Facebook: Page or Group? http://mashable.com/2009/05/27/facebook-page-vs-group/ </li></ul>
  35. 36. <ul><li>BuildaSmarter.com </li></ul><ul><li>Bernie Borges, Author </li></ul><ul><ul><li>“ Marketing 2.0 - Bridging the Gap Between Sellers and Buyers on the Social Web” </li></ul></ul><ul><ul><ul><li>http://www.amazon.com/Marketing-2-0-Bridging-between-through/dp/1604942886/ref=sr_1_1?ie=UTF8&s=books&qid=1253988830&sr=8-1 </li></ul></ul></ul>
  36. 37. <ul><li>Tom Behrens, Managing Partner </li></ul><ul><ul><li>BuildaSmarter.com </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>(813) 671-9089 </li></ul></ul>

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