online outreach - do it cheap, easy & effective

Lawrence S. GrodeskaInternet Communications Coordinator

Online Outreach:Do It CHEAP,

EASY & EFFECTIVE

Lawrence S. GrodeskaInternet Communications Coordinator

Your Content…

Everywhere!

San Jose BCWM Communications

Meeting9/9/2010

Online Outreach:Do It

CHEAP, EASY & EFFECTIVE

IntroductionMailing List & eNewsletterSocial Media BIG 4

FaceBook TwitterYouTube

Flickr

Social Media StrategyWeb AnalyticsSF Environment EcoFinder


Meeting9/9/2010



Online Outreach Goals

Reinforce (or introduce) SFE brand Promote programs Help OTHERS promote programs Understand audience (listen!) Drive traffic Collect content Evaluate success (listen!)


Meeting9/9/2010



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 ]


Meeting9/9/2010



How To Start

Just START! Survey of audience

Informal; research; web analytics One thing at a time Standardize brand: look, feel, tone


Meeting9/9/2010




Meeting9/9/2010



Mailing List & eNewsletter

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

Email marketing services: affordable customizable better deliverability reporting!


Meeting9/9/2010




Meeting9/9/2010



Social Media: General Tips

• Use same profile name • not too long; avoid acronyms

• Integrate• online assets; work flow; etc.

• Takes time to build audience• Find allies externally AND internally• Be sensitive to politics• Call to action appropriate for medium

• also, location: home, office, transit• Be authentic & passionate; have fun


Meeting9/9/2010




Meeting9/9/2010



Social Media: BIG 4

Facebook events, interaction, building community post: pictures, video, events, interesting news

Twitter news/press, interaction, events post: news, resource links, events

YouTube sharing & embedding content, SEO post: videos, TV/radio ads

Flickr sharing content, SEO post: pictures (of people)


Meeting9/9/2010




Meeting9/9/2010



Social Media Strategy

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

Identify your social media mavensAssign rolesCheck-in regularly


Meeting9/9/2010




Meeting9/9/2010



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


Meeting9/9/2010




Meeting9/9/2010



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???


Meeting9/9/2010




Meeting9/9/2010



The Vision

Regional collaboration Improve existing application Standardize UI for users in Bay Area Maximize reach of data Open Source for other governments


Meeting9/9/2010



Contact

Connect with SF Environment :SFEnvironment.orgSFEnvironment.org/facebookSFEnvironment.org/twitterSFEnvironment.org/youtubeSFEnvironment.org/flickr

[email protected]

@lsgrodeska

online outreach - do it cheap, easy & effective

Education

social media mavens

events post

embedding content

events youtube

facebook events

seo post

web analytics google

orgyoutube sfenvironment