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?

5.

What Are Your Workshop Goals?

• Build More PET vehicles

• • Create efficient production processes

• • Reliable and sustainable sources for parts

• • Orient volunteers quickly

• Increase Volunteer Participation

• • Find the right kind of workshop volunteer

• • Keep them coming back

• Increase Donations

• • Find willing donors and sponsors

• • • Money

• • • Materials

• • • Logistics

6.

Tell the PET story

Tell your workshops story

Validate our collective mission

Attract and enlist volunteers

• Build teams

• Volunteer sign up

• Scheduling

Solicit donations

• Money

• Materials

7.

Who Do You Want to Reach?

• Workshop

• • Staff

• • Volunteers

• • • Individuals

• • • Groups

• • • Organizations

• • • Corporate teams

• Contributors

• • Individuals

• • Organizations

8.

What do you want from your website visitor (desired action)?

• Oh, yeah.Cool ministry!

• Donations

• Volunteers

• Logistics help

Your site must guide them toyourgoal

• Simple layout

• Direct message

• Few distractions

• Clearly defined goals (2 or less)

• Simple navigation path

9.

October 19, 1997

• Day of realization:If you didnt have a website, you were invisible.

• A website was VALIDATION.

Today (within the past 3 years or so)

• A new website is invisible on the internet.

• • The days of "have a website and advertise" are over. It's too expensive to be noticed on an Internet that's already full.

10.

What you see:

11.

What search engines see:

12.

Search Engines:

What the heck is a search engine?

• You know them as Google, Yahoo, Bing, Ask.com, etc.

• Enter a keyword or phrase, and they fetch results relevant to your request

• They are like a library card catalog system on steroids

Why are they important?

• They assign relevance to your website

• They help visitors find you on the internet

What do they do?

• They assimilate billions of pages and millions of websites

• Based upon an intricate formula, they assign a score of importance to every one of your website pages.

13.

Search Engines:How do they work?

Like a library catalog, they:

• Read your titles

• Read your table of contents

• Read your bibliography

• Read the entire book

Then

• Compare the entire book to the

• • Titles

• • Table of contents

• • Bibliography

• • Other books that quote your book

• And finally assign a score based on the books relevance

14.

Search Engines:How do they work?

What search engines look for:

• Relevance between:

• • URL (Uniform Resource Locater, aka: domain name)

• • Page title(meta)

• • Page description(meta)

• • Keywords(meta)

• • Content

• • • Articles

• • • Image titles

• • Intra-site links and relevance to their source

• • External inbound links from other sites

• • • Relevance between site content

• • • Embedded link relevance to highlighted text

• • And more

15. 16.

Where to begin????

Should you.

• Start a blog?

• • Where you post articles and information of interest for others to read

• Join a social network?

• • Twitter

• • Facebook

• Post videos?

• • You Tube

• • Vimeo

• Post pictures?

• • Flickr

• Post presentations?

• • Slideshare

• YES!

• • Overwhelming?

• • Just pick one to start with

17.

The Off-site Landscape

• Publish:To become a trustworthy resource of information

• • Blogs

• • You Tube

• • Twitter

• • Flickr

• • Slideshare

• Share:To get your information exposed

• • reddit

• • digg

• • StumbleUpon

• • Del.icio.us

• Network:To get people to know who you are

• • MySpace

• • Facebook

• • LinkedIn

• • Plaxo

18.

Begin with Thought Research

• Constituents

• • Workshop volunteers

• • Workshop support

• • Materials donors

• • Financial donors

• What does each constituent look like?

• • Age

• • Interests

• • Etc.

• Where do they hang out?

• • Ask your volunteers

• • Ask your donors

• • Research other ministries

• • Search on the social web

19.

Old:Outbound Marketing

• Radio, TV, Newspaper

• One On One:Brochures

• Telephone marketing

• Direct Mail

• Internet Paid Advertising (PPC)

20.

New:Inbound Marketing

• Getting visitors to come to you

• Organic internet search engine results (SEO)

• Social marketing networks

• Information feeds:Blogs, RSS, opt in email newsletters

21.

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

22.

Hubspots Website Grader

• Tells you how well your site is optimized for search engines

• Indicates areas of attention needed for best Search Engine Optimization (SEO)

• Helps you focus on what obvious things need work

• Issues a website grade as a benchmark

• Offers suggestions for improvement

23.

Overall Website Grade

I. On-Page SEO

• Metadata

• • Page title

• • Page description

• • Page keywords

• Headings Summary

• • Tags to help search engines understand the page

• Images

• • Search engines cant see images you have to tell them whats there

• Interior Page Analysis

• • Metadata

24.

II. Off-Page SEO

• Domain Info

• Google Page Rank

• • How important the home page is relative to others

• Google Indexed Pages

• • Pages stored in the Google Index

• Last Google Crawl Date

• Traffic Rank

• • Not ranked?Youre not in the top million

25.

III. Blogoshphere

• Blog Analysis

• Blog Ranking

IV.Social Mediasphere

• del.ico.us bookmarks

• • Who is bookmarking your site for easy return

• Digg.com Submission Summary

• • Who thought your content was important enough for others to read it?

V.Conversion

• RSS Feed

• • Like a radio station broadcast of your content

• Conversion Form

• • A way to capture visitors information

26.

Think like a publisher

• Blogs

• Newsletters

• White Papers

• e-books

• Podcasts

• Videos

• Photos

• Presentations

Put the items where they can be found online

Make sure you link back to your website

27.

Define your targeted Personas

• Workshop technicians

• Subassembly contractors

• Workshop administration

• Donors

• • Monetary

• • Materials

• Content authors

• • Journalism students

• Social Networkers

• • Journalism students

• Webmaster(s)

• • NOT students

• And.?

28.

Think collectively, not individually

• Adopt the appearance of a larger organization

Centralize for Economies of Scale

Develop a System of Standards

• Standardized Procedures

• Standardized Styles

• • Form, brochure, and website

• Standardized Messaging

• • Message content

• • Message protocol

• • Message priorities

Move Toward Consolidation of Technological Efficiencies

• Website

• Email

• Promotional materials

• Pursue a cleaner, more cohesive and attractive look to better attract

• • Constituents

• • Large donors

• • Grants

• • Bequests

29. Internet Workshop Workshop Workshop Workshop Workshop PET Intl 30.

Single portal access to workshop sites

• 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

• Forum

• Bulletins

• Approved vendor lists

• Workshop operational requirements

31.

Centralized repository

• Promotional item library

• • Brochures

• • Media (audio, video)

• Technical documents

• • Construction drawings

• • Technical bulletins

• • Assembly manuals

• • Parts lists

• • Workshop procedures

• Training and Education

• • Orientation

• • Policies

• • Procedures

• • Distribution

• • Impacts workshop, logistics, recipient

• Logistics

• • Transport documentation

• • Inventory Control

32.

Field follow up

• Recipient qualification assessment

• Recipient data collection

• Quality control/monitoring

33.

Examples

• Website layout and functionality

• • Medshare www.medshare.org

• Corporate>Affiliate structure

• • Habitat for Humanity www.habitat.org

• • American Red Cross www.redcross.org

• • Fellowship of Christian Athletes www.fca.org

• • Youth For Christ www.yfc.org

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

• Marketing 2.0 - Bridging the Gap Between Sellers and Buyers on the Social Web

• • 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

37.

Tom Behrens, Managing Partner

• BuildaSmarter.com

• [email_address]

• (813) 671-9089