Nonprofit Blogging 101
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Transcript of Nonprofit Blogging 101
Blogging – The quickest way to start a two way dialog
Blogging for NonprofitsBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)
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Who’s Talking?
Jeff PatrickPresidentCommon Knowledge
@commonknow ^jp
Frank BarryManaging ConsultantBlackbaud
@franswaa
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In this session, using real-world case studies we'll cover the following:
What is a blog?
Why blog?
The anatomy of a Blog
Nonprofit blog examples
9 Blogging don’ts
16 Blogging starter tips
10 tips to use once your ready post?
Some guidance on commenting?
Blogging for Nonprofits
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What is a Blog?Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.
A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic.
The ability for readers to leave comments in an interactive format is an important part of many blogs.
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Why Should I be Blogging?Some stats to ponder …
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Why Should I be Blogging?
On average 55% more visitors
97% more links to your website (improves search results)
434% more indexed pages
Source: http://smallbiztrends.com
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Why Should I be Blogging?
Internal· Staff development· Thought leadership
External· Search engine rankings· Dialog· Connection· Engagement· Community
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The Anatomy of a Blog …
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The Anatomy of a Blog …
Easy to read headline
Main Post
Good Imagery
Search
Email/RSS
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The Anatomy of a Blog …
Tags Comments
ReactionsSharing
Post History
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The Anatomy of a Blog …
Google Search Top Posts Twitter Facebookhttp://www.postrank.comhttp://www.lijit.com http://www.facebook.comhttp://www.twitter.com
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The Anatomy of a Blog …
Feedburner AddThis Google Analytics TweetMeme
http://www.addthis.comhttp://www.feedburner.com http://www.tweetmeme.comhttp://www.google.com/analytics
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Communication ChannelsReaching Your Supporters
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Communication Channel Fragmentation
19681 Newspapers
2 Broadcast TV
3 Magazines
4 Broadcast Radio
5 Eight Track
19881 Newspapers
2 Magazines
3 Cable TV
4 Broadcast TV
5 Radio
6 Cassette Tapes
7 Walkman
8 VCR
9 Personal Computer
10 Console Video Game
11 PC Video Game
20081 Newspapers
2 Magazines
3 Email
4 Broadcast TV
5 Radio
6 CD Player
7 Cable TV
8 Personal Computer
9 Satellite Television
10 Internet (web site)
11 Cell Phone
12 DVD Player
13 Satellite Radio
14 MP3 Player/iPod
15 Tivo/DVR
16 Slingbox
17 BLOGS18 Online Video
19 Mobile Internet
20 Console Video Games
21 Mobile Games
22 Text Messaging
23 Mobile Video
24 Download Movies
25 Podcasts
26 Instant Messaging
27 Social Networks
28 Twitter
Source: P
iper Jaffray & C
o, The U
ser Revolution, T
he Advertising E
cosystem and the rise of the Internet as M
ass Medium
, Feb 2007
5 11 28
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Hype vs. RealityBlogging
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Gartner’s Hype Cycle - Blogging
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BIG PictureHow does blogging fit into your online strategy?
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External Networks
Organization
Website
Campaign
Corp
Partners
Coalition
Partners
Blogosphere
Internal Networks
Org
Blog
OrgTwitterAccount
OrgFacebookPage
Online Ecosystem – Fragmentation of Your Web Site
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Types of BlogsInternal, External, Citizen, Expert
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What is a Citizen Blog?
Citizen Blog: A column presented by your supporter(s) with their take on your world. Often presented along with a social networking profile.
Purpose: Help your community share their stories.
Value· Peer-to-peer relationship building· Education and awareness· PR· Identify core prospects and donors· Recruit new volunteer writers
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Sierra Student Coalition: Citizen Blog
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What is an Expert Blog?
Expert Blog: A blog presented by an internal or external subject matter expert.
Purpose: Enhance editorial content on your site.
Value· Expand breadth/depth of editorial content· Offer a different perspective on your work· PR· Drive traffic to your site (external experts)
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Expert Blog: Sierra Club’s “Hey Mr. Green”
Sierra magazine’s answer guy answers your green living questions.
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What is an Internal Blog?
Internal Blog: A blog presented on your organization’s web sites.
Purpose: Enhance the editorial content on your site and optionally creating dialogue.
Value· SEO / Traffic· Increased engagement on site· Connection with new supporters· Peer-to-peer relationship building· Education and awareness· PR· Identify core prospects and donors· Recruit new volunteer writers
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ChildFund
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What is an External Blog?
External Blog: A blog, written by your organization about your mission and programs presented on an external web site.
Purpose: Create an additional outlet for your content and reach another audience.
Value· Peer-to-peer relationship building· Education and awareness· PR· Identify core prospects and donors· Recruit new volunteer writers
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External Blog
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Successful Nonprofit Blogs A look at some examples …
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Christopher & Dana Reeve Foundation Case Study One
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Online Ecosystem: Christopher & Dana Reeve Foundation
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Online Ecosystem: Christopher & Dana Reeve Foundation
Post 2-3 times a week
1 Main contributor
Engagement increasing
Page views up 60%
Unique visitors up 26%
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Lance Armstrong Foundation Case Study Two
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Lance Armstrong Foundation
60K views/mnth.
Twitter is #1 referring site
1 Main contributor with 2-3 supporting
CEO/Lance post occasionally
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Sierra ClubCase Study Three
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Sierra Club: Carl Pope - Taking the Initiative
Political Insights from the Executive Director
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Sierra Club: The Green Life
Ideas for living well and doing good from Sierra magazine.
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Sierra Club: Hey Mr. Green
Sierra magazine’s answer guy answers your green living questions.
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Sierra Club: The Insider
The inside scoop on environmental news, action alerts, outings and more.
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Other Blogs at Sierra Club
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House Network: Climate Crossroads
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Expert Blogs on Climate Crossroads
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Sierra Club: Trails
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9 Blogging Don'tsMake sure not to go down these roads
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9 Blogging Don'ts
Don’t fake it Don’t sell / market Don’t be corporate Don’t talk AT your readers Don’t be an island Don’t forget your employees Don’t stray from your objectives Don’t let the content go stale Don’t force login to comment
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16 Blogging Starter TipsWhat should I be thinking about?
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16 Blogging Starter Tips [1-4]
Strategic RoleHow does the blog fit within your online communications strategy? Online strategy more generally? Offline strategy?
AudienceWho are you targeting with your blog outreach? Consumers, bloggers, media, decision makers?
ObjectivesWhat will you accomplish with this blog?
PersonaWhat is the personality, tone, voice and orientation to your issues of the blog author(s)?
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16 Blogging Starter Tips [5-8]
BrandingHow is the blog branded? Name? Look and feel?
ContentWhat is your editorial content calendar? What topics or categories will you include? When will you stray from these guidelines?
FrequencyHow often will you post?
ResourcingWho will author, edit, approve and post?
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16 Blogging Starter Tips [9-12]
ProcessWhat is the process for writing, approving and posting to the blog? What is the emergency process?
ModerationWho will moderate and manage comments to your blog? Who replies? What is the process for escalating issues?
MetricsHow will you measure success? What can you actually measure automatically? What are your targets? Google Blog search, Technorati, Google Analytics, Feedburner, AddThis
ReportingWhat reports do you need? Who will review the reports? What frequency? What format?
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16 Blogging Starter Tips [13-16]
Marketing PlanHow will you promote the blog? Channels? Messaging? Other bloggers?
Executive Buy-inAre you starting first and getting buy-in later? Do budgets need to be allocated? Is there political coverage for your work? How do you escalate issues?
Corporate PolicyShould employees participate in the blog? Comment on the blog? When? What type of content? With what objectives? How will you communicate the policy to your employees? What are the privacy and terms of use for the blog?
LegalBlogs can lead to legal issues – copyright, liability, non-disclosure, indemnity, exclusions and limitations. Solicit advice from legal council. Establish guidelines that keep you out of trouble.
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So You’re Ready to Start Posting?What should I be thinking about?
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So You’re Ready to Start Posting?
TitleInclude humor, surprise, personal, timeliness, etc.
Keywords (SEO)Use them in title, headers (h1), hyperlinks, tags, 1st paragraph
FormattingUse headers, break things up into easy to read chunks
WritingUse short sentences and easy to understand words
ImagesUse images to clarify, amplify & augment your copy. Flickr.
LinksLink to other blogs & to your past blogs
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So You’re Ready to Start Posting?
Length & ContentVariable length posts are ok but ADD value
SchedulingCheck editorial calendar, programs, events – be timely & cross-promote
WorkflowIncorporate time for editorial workflow
AnnouncementCross-post on FB, Twitter, website, email, other blogs; be creative about promotion ex. Ask a question and then link to your blog post.
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Ready to Comment on a Blog?It’s a dialog, don’t forget.
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Ready to Comment on Your Blog?
Remember … It’s a dialog It’s a chance to connect/engage It’s an opportunity to humanize your
organization
How? Extend the discussion Reply to questions and comments Clarify and correct other’s comments Update your blog post over time Be consistent, be involved
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Ready to Comment on Other Blogs?
Remember … It’s a chance to connect/engage It’s an opportunity to humanize your
organization Be gracious and professional Strive to extend the discussion with an
insightful question or addition Comment frequently on a limited number of
closely related blogs Link to other peoples information
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Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
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Frank BarryManaging ConsultantBlackbaud858.795.8947
www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)
The End … We appreciate your time!
Jeff PatrickPresident & FounderCommon Knowledge
[email protected]@commonknow (http://twitter.com/commonknow)