Internet Strategic Communications

Increasing your impact!

Best practices and trendsAACN’s 2009 Nursing Advancement Professionals Conference

Chris Wolz

President/CEO

Forum One Communications

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Takeaways?

• Successful internet communications is audience-centric

• Internet is a thriving ecosystem • Internet is an increasingly social place • People value their networks• Internet has multiple channels; use them! • Experiment, listen, learn, repeat.

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Audience-centric approach to the internet

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If you don't know whom you need to reach and engage online, then you probably won’t.

Focusing on Your Key Audiences

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Audience Interests => Online Service?

Example: • Potential Donors

– How will my money be spent? • Online data presentation • Pictures, video (from students)• Validators: Charity Navigator, Guidestar

– Who else is contributing (whom I know?)• Testimonials (pictures, video)• Facebook Group or Cause

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Audience Interests => Online Service?

Example• Alumni relations

– What’s new at the school? • Blog – personal, conversational• Social news sites (e.g. Digg.com)

– What are my classmates doing? • .EDU social network, or…• Facebook, Linked-in

– Professional development – news, events• Peer-to-peer sharing - jobs, events• Professional networking – online and offline

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Information Architecture

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Usability Testing

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Example: Population and Health InfoShare

• Audience need? – Individuals?

• Valuable research and best practices in reproductive and child health, HIV/AIDS, and population

– Organizations? • Visibility

• PRB Objective? – Advance knowledge in the population and health field

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Example: Population and Health InfoShare

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Example: NASPAA

National Association of Schools of Public Affairs and Policy

• Audience need? – Learn about MPA/MPP– Recognition, cash.

• NASPAA Objective? – Visibility

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Example: CARMA.org

Carbon Monitoring for Action

• Audience need? – Tools, data to do research– Cool web tools

• CARMA Objective? – Get more people working on climate

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Online Trends

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Web 2.0 Defined

• Extending the range of web content• Integrating external services into web sites• User-generated content and community on/off web sites

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Web 2.0 Defined

• Extending the range of web content• Integrating external services into web sites• User-generated content and community on/off web sites

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Case Study: Red Cross

Using social media to increase transparency,to engage people and to increase donations.

• Wendy Harman, Social Media Manager• Listens using free tools for: blogs, Twitter • Engages people, turns them into fans. • Identifies “influencers”• Relationships provide groundwork for campaigns• Listening now an important part of web strategy.

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Case Study: Red Cross

• Example

“I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.”

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Case Study:Humane Society’s “Wendy That's Not Right" campaign.

• Humane Society multi-channel campaign: – email – Facebook – Flickr

• 3,000 submissions, 2,000 email addresses

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Case Study:University of Arkansas Alumni Association

• Alumni Relations = Social Marketing

• Building on social sites started by “friends”

• Growth in 5 months– Facebook: 1200 > 1800 – LinkedIn: 800 > 2100– Twitter: 25 > 195

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Case Study: University of Arkansas Alumni Association

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GI Jill

• Jill Stevens• 6 years - Combat Medic in Utah National Guard• Earning degree – Nursing / S. Utah University. • Served in Afghanistan 2003 – 2005• 5 medals for outstanding service• 1st female finisher of 1st Afghanistan Marathon. • And… Miss Utah 2007!

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“We see these emerging web sites and news venues as being important because they dictate, for a growing amount of people, how news and information are now being discovered online.”

Jonathan ColmanManager, Digital MarketingThe Nature Conservancy

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Jonathan ColmanManager, Digital MarketingThe Nature Conservancy

& Friends

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845 diggs2,127 visitors to Nature.org in 1 hr6,234 landing page views in 1 hr2,238 actions taken (35% conv.)

Source: Building Buzz and Marketing by Mob with Digg.com, Jonathon Colmanhttp://www.slideshare.net/jcolman/building-buzz-and-marketing-by-mob-with-diggcom/

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Ecosystem Diagram

Commercial Sites

Alumni network site

DiscussionGroups

Mass Social Media

(Facebook, You Tube, LinkedIn…)

Independent Blogs

Foundations and NGOs

IndependentCommunities

Conferences

Events

Meetups

Partners /Coalitions

Your mainweb site

Your blogs

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Takeaways?

• Successful internet communications is audience-centric

• Internet is a thriving ecosystem • Internet is an increasingly social place • People value their networks• Internet has multiple channels; use them! • Experiment, listen, learn, repeat.

• Thanks!• Chris Wolz

– wolz@forumone.com