online outreach: do it cheap, easy & effective

Lawrence S. GrodeskaInternet Communications Coordinator

Online Outreach:How To Do It

CHEAP, EASY

& EFFECTIVE

Lawrence S. GrodeskaInternet Communications Coordinator

Your Content...

Everywhere!

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Introduction Mailing List & eNewsletter Social Media BIG 3

FaceBook Twitter YouTube

Social Media Strategy Web Analytics SF Environment EcoFinder

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Online Outreach Goals

Promote your programs Help OTHERS promote you Understand audience (listen!) Drive traffic Collect content Evaluate success (listen!)

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Barriers to Entry

Lack of budget/resources Lack of strategy Siloed organization Lack of understanding *Lack of senior management buy-in *IT blockages Finding staff

http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action/

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

How To Start

Just START! Informal survey of audience One thing at a time Integrate look, feel & tone

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Mailing List & eNewsletter

Most important resource Send consistent, useful, targeted info Keep it simple & USE PICTURES!!!

Email marketing services: affordable customizable better deliverability reporting!

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Social Media: General Tips

Use same profile name not too long, avoid acronyms

Standardize look, feel, tone Integrate (website, newsletter, etc.) Takes time to build audience Find allies internally & externally Be sensitive to politics Be authentic & passionate; have fun

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Social Media: BIG 3

Facebook good for events, building community post: pictures, video, events

Twitter good for news, information, events post: news, resource links, events

YouTube good for sharing/embedding content post: videos, TV/radio ads, news clips

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Social Media Strategy

Content is King, but hard to gather Take “mile-high” view of organization Plot out your content and channels It takes a village:

Identify your social media mavens Assign roles Check-in regularly

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Web Analytics (Google)

Where traffic is coming & going top pages search keywords referring sites

Installing is easy & free If you haven't already, do it today! Interpreting data takes some time Tagging & segmenting is next step

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

SF Environment EcoFinder

Database of local recycling services: Web-based search tool iPhone App “Open” data feed = Government 2.0

Earth911.com EcoFinder iPhone App Everywhere???

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Resources

constantcontact.comicontact.com

govfresh.com (Gov 2.0 resource) facebook.com

twitter.comyoutube.com

google.com/analytics http://analytics.blogspot.comkaushik.net (analytics resource)

CRRA Annual Conference 2010

8/11/10

Online Outreach:Do It CHEAP

EASY & EFFECTIVE

Contact

Connect with SF Environment : SFEnvironment.org SFEnvironment.org/facebook SFEnvironment.org/twitter SFEnvironment.org/youtube

Lawrence.Grodeska@sfgov.org

@lsgrodeska