online outreach - do it cheap, easy & effective
DESCRIPTION
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.TRANSCRIPT
![Page 1: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/1.jpg)
Lawrence S. GrodeskaInternet Communications Coordinator
Online Outreach:Do It CHEAP,
EASY & EFFECTIVE
![Page 2: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/2.jpg)
Lawrence S. GrodeskaInternet Communications Coordinator
Your Content…
Everywhere!
![Page 3: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/3.jpg)
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
![Page 4: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/4.jpg)
![Page 5: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/5.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Online Outreach Goals
Reinforce (or introduce) SFE brand Promote programs Help OTHERS promote programs Understand audience (listen!) Drive traffic Collect content Evaluate success (listen!)
![Page 6: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/6.jpg)
San Jose BCWM Communications
Meeting9/9/2010
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 ]
![Page 7: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/7.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
How To Start
Just START! Survey of audience
Informal; research; web analytics One thing at a time Standardize brand: look, feel, tone
![Page 8: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/8.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 9: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/9.jpg)
San Jose BCWM Communications
Meeting9/9/2010
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!
![Page 10: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/10.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 11: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/11.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 12: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/12.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 13: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/13.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 14: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/14.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 15: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/15.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 16: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/16.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 17: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/17.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 18: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/18.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
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
![Page 19: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/19.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 20: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/20.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 21: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/21.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 22: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/22.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 23: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/23.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 24: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/24.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 25: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/25.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
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)
![Page 26: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/26.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 27: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/27.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
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
![Page 28: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/28.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 29: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/29.jpg)
San Jose BCWM Communications
Meeting9/9/2010
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
![Page 30: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/30.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 31: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/31.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 32: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/32.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 33: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/33.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 34: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/34.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 35: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/35.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 36: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/36.jpg)
San Jose BCWM Communications
Meeting9/9/2010
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???
![Page 37: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/37.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 38: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/38.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 39: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/39.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 40: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/40.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 41: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/41.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 42: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/42.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
![Page 43: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/43.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
The Vision
Regional collaboration Improve existing application Standardize UI for users in Bay Area Maximize reach of data Open Source for other governments
![Page 44: Online Outreach - Do It CHEAP, EASY & EFFECTIVE](https://reader035.vdocuments.site/reader035/viewer/2022070302/547789b5b4af9fd77d8b47e3/html5/thumbnails/44.jpg)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Contact
Connect with SF Environment :SFEnvironment.orgSFEnvironment.org/facebookSFEnvironment.org/twitterSFEnvironment.org/youtubeSFEnvironment.org/flickr
@lsgrodeska