Communications In a Technology Based Society
37
2009 PET International Annual Workshop 2009 PET International Annual Conference September 26, 2009 Tom Behrens, Presenter
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Presentation at the PET International Annual Conference in Aurora Missouri on September 16, 2009.
Transcript of Communications In a Technology Based Society
- 1. 2009 PET International Annual Conference September 26, 2009 Tom Behrens, Presenter
2.
- What Do You Want Your Workshop to Do?
- What Do You Want Your Website to Do?
- What To Expect From the Internet
- Socialnomics
- What the Heck Is Social Networking, And Why Should I Care?
- Introduction To Tools
- Challenges
- A Blueprint for the Future
- Summary
3. Get ready to drink from the fire hose. 4.
- Whats Your Succession Plan?
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- What Are Your Workshop Goals?
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- Build More PET vehicles
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- Create efficient production processes
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- Reliable and sustainable sources for parts
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- Orient volunteers quickly
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- Increase Volunteer Participation
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- Find the right kind of workshop volunteer
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- Keep them coming back
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- Increase Donations
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- Find willing donors and sponsors
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- Money
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- Materials
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- Logistics
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- Tell the PET story
- Tell your workshops story
- Validate our collective mission
- Attract and enlist volunteers
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- Build teams
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- Volunteer sign up
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- Scheduling
- Solicit donations
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- Money
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- Materials
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- Who Do You Want to Reach?
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- Workshop
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- Staff
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- Volunteers
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- Individuals
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- Groups
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- Organizations
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- Corporate teams
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- Contributors
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- Individuals
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- Organizations
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8.
- What do you want from your website visitor (desired action)?
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- Oh, yeah.Cool ministry!
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- Donations
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- Volunteers
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- Logistics help
- Your site must guide them toyourgoal
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- Simple layout
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- Direct message
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- Few distractions
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- Clearly defined goals (2 or less)
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- Simple navigation path
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- October 19, 1997
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- Day of realization:If you didnt have a website, you were invisible.
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- A website was VALIDATION.
- Today (within the past 3 years or so)
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- A new website is invisible on the internet.
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- The days of "have a website and advertise" are over. It's too expensive to be noticed on an Internet that's already full.
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- What you see:
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- What search engines see:
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- Search Engines:
- What the heck is a search engine?
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- You know them as Google, Yahoo, Bing, Ask.com, etc.
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- Enter a keyword or phrase, and they fetch results relevant to your request
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- They are like a library card catalog system on steroids
- Why are they important?
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- They assign relevance to your website
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- They help visitors find you on the internet
- What do they do?
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- They assimilate billions of pages and millions of websites
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- Based upon an intricate formula, they assign a score of importance to every one of your website pages.
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- Search Engines:How do they work?
- Like a library catalog, they:
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- Read your titles
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- Read your table of contents
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- Read your bibliography
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- Read the entire book
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- Compare the entire book to the
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- Titles
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- Table of contents
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- Bibliography
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- Other books that quote your book
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- And finally assign a score based on the books relevance
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- Search Engines:How do they work?
- What search engines look for:
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- Relevance between:
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- URL (Uniform Resource Locater, aka: domain name)
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- Page title(meta)
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- Page description(meta)
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- Keywords(meta)
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- Content
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- Articles
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- Image titles
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- Intra-site links and relevance to their source
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- External inbound links from other sites
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- Relevance between site content
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- Embedded link relevance to highlighted text
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- And more
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- Where to begin????
- Should you.
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- Start a blog?
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- Where you post articles and information of interest for others to read
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- Join a social network?
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- Post videos?
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- You Tube
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- Vimeo
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- Post pictures?
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- Flickr
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- Post presentations?
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- Slideshare
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- YES!
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- Overwhelming?
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- Just pick one to start with
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- The Off-site Landscape
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- Publish:To become a trustworthy resource of information
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- Blogs
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- You Tube
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- Flickr
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- Slideshare
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- Share:To get your information exposed
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- digg
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- StumbleUpon
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- Del.icio.us
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- Network:To get people to know who you are
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- MySpace
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- Plaxo
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- Begin with Thought Research
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- Constituents
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- Workshop volunteers
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- Workshop support
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- Materials donors
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- Financial donors
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- What does each constituent look like?
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- Age
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- Interests
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- Etc.
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- Where do they hang out?
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- Ask your volunteers
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- Ask your donors
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- Research other ministries
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- Search on the social web
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- Old:Outbound Marketing
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- Radio, TV, Newspaper
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- One On One:Brochures
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- Telephone marketing
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- Direct Mail
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- Internet Paid Advertising (PPC)
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- New:Inbound Marketing
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- Getting visitors to come to you
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- Organic internet search engine results (SEO)
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- Social marketing networks
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- Information feeds:Blogs, RSS, opt in email newsletters
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- Google Analytics Traffic analysis
- Google Webmaster Tools Site analysis
- WebsiteGrader.com Website ranking
- SEOmoz.com Website ranking (plus many others)
- KeywordDensity.com Keyword density analysis
- Mikes-Marketing-tools.com Keyword ranking for a specific domain name
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- Hubspots Website Grader
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- Tells you how well your site is optimized for search engines
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- Indicates areas of attention needed for best Search Engine Optimization (SEO)
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- Helps you focus on what obvious things need work
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- Issues a website grade as a benchmark
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- Offers suggestions for improvement
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- Overall Website Grade
- I. On-Page SEO
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- Metadata
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- Page title
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- Page description
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- Page keywords
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- Headings Summary
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- Tags to help search engines understand the page
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- Images
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- Search engines cant see images you have to tell them whats there
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- Interior Page Analysis
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- Metadata
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- II. Off-Page SEO
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- Domain Info
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- Google Page Rank
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- How important the home page is relative to others
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- Google Indexed Pages
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- Pages stored in the Google Index
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- Last Google Crawl Date
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- Traffic Rank
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- Not ranked?Youre not in the top million
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- III. Blogoshphere
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- Blog Analysis
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- Blog Ranking
- IV.Social Mediasphere
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- del.ico.us bookmarks
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- Who is bookmarking your site for easy return
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- Digg.com Submission Summary
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- Who thought your content was important enough for others to read it?
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- V.Conversion
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- RSS Feed
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- Like a radio station broadcast of your content
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- Conversion Form
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- A way to capture visitors information
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- Think like a publisher
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- Blogs
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- Newsletters
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- White Papers
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- e-books
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- Podcasts
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- Videos
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- Photos
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- Presentations
- Put the items where they can be found online
- Make sure you link back to your website
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- Define your targeted Personas
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- Workshop technicians
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- Subassembly contractors
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- Workshop administration
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- Donors
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- Monetary
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- Materials
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- Content authors
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- Journalism students
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- Social Networkers
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- Journalism students
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- Webmaster(s)
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- NOT students
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- And.?
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- Think collectively, not individually
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- Adopt the appearance of a larger organization
- Centralize for Economies of Scale
- Develop a System of Standards
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- Standardized Procedures
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- Standardized Styles
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- Form, brochure, and website
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- Standardized Messaging
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- Message content
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- Message protocol
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- Message priorities
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- Move Toward Consolidation of Technological Efficiencies
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- Website
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- Promotional materials
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- Pursue a cleaner, more cohesive and attractive look to better attract
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- Constituents
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- Large donors
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- Grants
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- Bequests
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29. Internet Workshop Workshop Workshop Workshop Workshop PET Intl 30.
- Single portal access to workshop sites
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- Individual workshop sites maintain individuality
- Centralized administration
- Easy to use templates for workshop submitted content
- On line contributions (PI and workshop)
- Secure area for workshops only
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- Forum
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- Bulletins
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- Approved vendor lists
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- Workshop operational requirements
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- Centralized repository
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- Promotional item library
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- Brochures
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- Media (audio, video)
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- Technical documents
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- Construction drawings
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- Technical bulletins
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- Assembly manuals
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- Parts lists
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- Workshop procedures
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- Training and Education
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- Orientation
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- Policies
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- Procedures
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- Distribution
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- Impacts workshop, logistics, recipient
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- Logistics
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- Transport documentation
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- Inventory Control
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- Field follow up
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- Recipient qualification assessment
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- Recipient data collection
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- Quality control/monitoring
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- Examples
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- Website layout and functionality
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- Medshare www.medshare.org
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- Corporate>Affiliate structure
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- Habitat for Humanity www.habitat.org
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- American Red Cross www.redcross.org
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- Fellowship of Christian Athletes www.fca.org
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- Youth For Christ www.yfc.org
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34.
- Define your succession plan
- Set specific goals for your workshop
- Decide how your website will help you achieve those goals
- Identify target group(s) profile
- Identify goals to achieve on website
- Generate content
- Create interest (buzz)
- Deploy tools
- Track and refine
- Develop standards for imaging and messaging
- Consolidate where and when possible
35.
- Get started with Twitter:http://twitter.zappos.com/start
- Tweetraising (Just Google it):http://www.techcrunch.com/2009/07/05/tweetraising-the-potential-for-charities-on-twitter/
- Free press releases:http://www.prlog.org/
- Facebook: Page or Group?http://mashable.com/2009/05/27/facebook-page-vs-group/
36.
- BuildaSmarter.com
- Bernie Borges, Author
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- Marketing 2.0 - Bridging the Gap Between Sellers and Buyers on the Social Web
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- http://www.amazon.com/Marketing-2-0-Bridging-between-through/dp/1604942886/ref=sr_1_1?ie=UTF8&s=books&qid=1253988830&sr=8-1
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37.
- Tom Behrens, Managing Partner
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- BuildaSmarter.com
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- [email_address]
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- (813) 671-9089