1. talks! Integrating Social Media into Your Website January 19, 2010 Audio is only available by calling this number: Conference Call: 866-740-1260; Access Code: 6339392 Sponsored by

2. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Using ReadyTalk Chat & raise hand Mute = *6, Unmute = *7 If you lose your internet connection, reconnect using the link emailed to you. If you lose your phone connection, re-dial the phone number and re-join. ReadyTalk support: 800-843-9166

3. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 You are being recorded… This seminar will be available on the TechSoup website along with past webinar presentations: –www.techsoup.org/go/webinars You will receive a link to this presentation, material and links. After the webinar, you can ask follow-up questions in the Emerging Technology Forum: –tinyurl.com/yjb9m6q Twitter hashtags: #techsoup

4. talks! Integrating Social Media into Your Website Presenter: Allen Gunn, Executive Director Aspiration Sponsored by

5. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Today’s Speakers Kami Griffiths TechSoup Assisting with chat questions: Becky Wiegand, TechSoup All presentation content is Creative Commons licensed :) Allen Gunn (Gunner) Aspiration

6. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Agenda Housekeeping 2.0 – manage your social media real estate Understand the role of each channel –Coordinate channels to maximize traffic Follow essential processes to sustain –Message calendaring –Publishing matrix –Social media dashboard

7. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 First Things – Process Points Have an overall communications strategy and process –Know how you describe org and work –Know what you're trying to achieve –Have well-defined processes for creating and posting online content Do social media plan in that context –Define concrete goals for online engagement, overall and per-program

8. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 First Things – Housekeeping 2.0 Lock down your virtual real estate –Reserve any accounts you could envision using now or in the future Facebook, Twitter, Flickr, YouTube, MySpace Log in every 60-90 days to keep accounts live Don't forget about domain names –Set them up to look like a family Strive for naming consistency, usually based on your organizational domain name Use consistent branding: images & language

9. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 You have accounts, then what? Consider which online audiences you are trying to reach –Which channels seem most appropriate? –Initially focus on one or two –Integrate into publishing workflow Measure growth and response –Keep metrics on followers, fans, etc –Over time, where do audiences respond? –What propagates?

10. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 How to Track All These Accounts? Keep an inventory of online venues –Accounts & organizational “owner” –Domain names –Renewal dates where relevant Don't associate contact info with individual staff addresses, use aliases –e.g. twitter@aspirationtech.org –Have aliases go to more than 1 staff e.g. operations manager +...

11. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Linking between accounts and site Set up links in both directions –On each social media account, specify organizational URL to link to “main” site –Update web site page template(s) to link to social media channels Best practice: with email signup, above “fold” –Also to link to appropriate accounts (Facebook, Twitter) from contact page –Potentially link from staff pages

12. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Advertise on All Pages

13. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Add to Other Templates Email newsletter

14. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Other Email Best Practices Add to signatures

15. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Housekeeping Done, Now What? How does one coordinate the different channels to maximize traffic? Understand the role of each channel –Each has different purpose and value Follow three essential processes –Message calendaring –Publishing matrix –Social media dashboarding

16. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Different Roles for Different Channels Do you model your online channels as a spectrum of communications options? –Appropriateness of message to channel –Frequency of message –Tone and voice –Time and labor investment vs ROI

17. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Range of roles for Social Media You can start slowly and ramp up your use of/dependence on social media from... –Announcement service to... –Lightweight communications channel to... –Collaborative hub to... –Immersive community engagement sphere

18. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Spectrum – Target Audience Blogging Email Web Site Know you; want constant information and details about your work. Potential supporters, learning about your work and organization

19. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Spectrum – Tone and Voice Blogging Email Web Site First person singular “I” Informal and fun First person plural or third person “We” or “The org”

20. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Matching Tools to Message Blogging Email Web Site Late-breaking news, Real-time updates, Teasers, Flirts Opportunistic asks Planned messaging, measured narrative Urgent alerts, Intentional asks

21. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Control of Message and Brand Blogging Email Web Site Shared with Audience “Traditional” org control

22. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Frequency of Messaging Blogging Email Web Site Frequent – can be daily or more often Less frequent - Weekly to monthly

23. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Time and Labor Investment Blogging Email Web Site Substantial, tending towards 24/7 Manageable, based on past patterns

24. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Return on Investment (ROI) Blogging Email Web Site TBD; uneven, subject to change “Knowable”, based on past patterns

25. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Message Calendaring Organizational Questions: –Do you preschedule online messages? How far in advance? –Do you message within narrative arcs? Message calendars enable you to –Track messaging arcs –Sustain consistent messaging –Coordinate internal processes/projects –Avoid list fatigue

26. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Publishing Matrix Organizational Questions –Do you have an integrated way for deciding which messages go to which online channels? e.g. What's tweet-worthy, what is “just” web content? –Do you think intentionally about the different types of content you publish? Press releases, newsletters, events, blog post...

27. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Publishing Matrix Build a publishing matrix –Each row is a type of content Press release, newsletter, event, blog post –Each column is an online channel Web site, email list, blog, Facebook, Twitter –For each type of content, which channels do you use? –Aspiration Example www.aspirationtech.org/training/eadvocacy/templates/publishingmatrix

28. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Publishing Matrix

29. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Social Media Dashboard A range of tools exist to let you track how you're being seen online –iGoogle, NetVibes, Radian6, etc Use a dashboard to track keywords –Organizational name and acronym –Campaign/issue keywords, staff names –Targets, opponents, decision-makers Is your messaging propagating? –What are the reactions?

30. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Social Media Dashboard

31. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Anything Else? Control your data! –Unity: Know your data universe and treat it as such –Redundancy: Have a complete and sustainable backup process –Control: Take steps to avoid losing access –Portability: Confirm your migration options in advance –Privacy: Honor “theirs”, assert “yours”

32. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Obligatory Admonitions Control and unify your online identity –Route as much engagement as possible through domain name(s) you control –Presume Facebook and Twitter will die violently or fade to dust See: “Friendster” –Specific case: Blogs OurEDBlog.typepad.com is a bad idea

33. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Resources Aspiration publishing matrix sample –www.aspirationtech.org/training/eadvocacy/templates/publishingmatrix Aspiration's public dashboard –www.netvibes.com/aspirationtech Online Organizer's Almanac –www.organizersalmanac.org Managing Nonprofit Tech Projects –8/9 February, Washington DC –www.aspirationtech.org/events/mntp-dc/2010

34. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Summary Configure your online channels to advertise and link to one another Understand the purpose and norms of each channel Follow best-practice processes –Calendaring, publishing matrix, dashboard At the end of the day, it's all about the data, not the tools and channels

35. talks! Questions? Submit your questions using the chat box.

36. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Continue the Discussion… Additional questions can be answered by posting in the Emerging Technology Forum: –tinyurl.com/yjb9m6q

37. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Get the Most Out of TechSoup At TechSoup, you’ll find a range of technology services to help your nonprofit: – Read helpful articles in our Learning Center – Request donated software, hardware, and online services – Join our community forums to learn from your colleagues – Browse upcoming events and conferences

38. Integrating Social Media With Your Website Conference Call: 866-740-1260 Access Code: 6339392 Upcoming Webinars Avoid the Junk: How to Get Quality Used ComputersAvoid the Junk: How to Get Quality Used Computers –Thursday, January 28, 11 a.m. Integrating Social Media into Your WebsiteIntegrating Social Media into Your Website –Thursday, February 4, 11 a.m.

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40. talks! Thank you! Please complete the post event survey! Kami Griffiths, kami@techsoup.org, 415-633-9392