The document discusses best practices for strategic internet communications. It emphasizes taking an audience-centric approach by understanding audience interests and needs in order to engage them through relevant online services and channels. It provides examples of how organizations have successfully engaged audiences through social media, blogs, and networking platforms. It also outlines current online trends like user-generated content, social media, and the growing importance of an integrated online ecosystem for organizations to engage within.

1. Internet Strategic Communications
Increasing your impact!
Best practices and trends
AACN’s 2009 Nursing Advancement Professionals Conference
Chris Wolz
President/CEO
Forum One Communications

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3. Takeaways?
• Successful internet communications is
audience-centric
• Internet is a thriving ecosystem
• Internet is an increasingly social place
• People value their networks
• Internet has multiple channels; use them!
• Experiment, listen, learn, repeat.
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4. Audience-centric approach
to the internet
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5. Focusing on Your Key Audiences
If you don't know
whom you need to reach and engage online,
then you probably won’t.
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9. Audience Interests => Online Service?
Example:
• Potential Donors
– How will my money be spent?
• Online data presentation
• Pictures, video (from students)
• Validators: Charity Navigator, Guidestar
– Who else is contributing (whom I know?)
• Testimonials (pictures, video)
• Facebook Group or Cause
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10. Audience Interests => Online Service?
Example
• Alumni relations
– What’s new at the school?
• Blog – personal, conversational
• Social news sites (e.g. Digg.com)
– What are my classmates doing?
• .EDU social network, or…
• Facebook, Linked-in
– Professional development – news, events
• Peer-to-peer sharing - jobs, events
• Professional networking – online and offline
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11. Information Architecture
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12. Usability Testing
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13. Example: Population and Health InfoShare
• Audience need?
– Individuals?
• Valuable research and best practices in
reproductive and child health, HIV/AIDS, and
population
– Organizations?
• Visibility
• PRB Objective?
– Advance knowledge in the population and health field
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14. Example: Population and Health InfoShare
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15. Example: NASPAA
National Association of Schools of Public Affairs
and Policy
• Audience need?
– Learn about MPA/MPP
– Recognition, cash.
• NASPAA Objective?
– Visibility
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17. Example: CARMA.org
Carbon Monitoring for Action
• Audience need?
– Tools, data to do research
– Cool web tools
• CARMA Objective?
– Get more people working on climate
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19. Online Trends
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21. Web 2.0 Defined
• Extending the range of web content
• Integrating external services into web sites
• User-generated content and community on/off web sites
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22. Web 2.0 Defined
• Extending the range of web content
• Integrating external services into web sites
• User-generated content and community on/off web sites
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24. Case Study: Red Cross
Using social media to increase transparency,
to engage people and to increase donations.
Wendy Harman, Social Media Manager
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Listens using free tools for: blogs, Twitter
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Engages people, turns them into fans.
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Identifies “influencers”
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Relationships provide groundwork for campaigns
•
Listening now an important part of web strategy.
•
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25. Case Study: Red Cross
• Example
“I took an American Red Cross class I thought was
less than satisfactory. […] Someone found my blog
post and told the local chapter director. He called me
to talk about it honestly. […] They care about me and
they’re willing to go the extra mile. […] This gives the
American Red Cross HUGE points. I am now
significantly more likely to take another class than I
was before.”
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26. Case Study:
Humane Society’s “Wendy That's Not Rightquot; campaign.
• Humane Society multi-channel
campaign:
– email
– Facebook
– Flickr
• 3,000 submissions, 2,000 email
addresses
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27. Case Study:
University of Arkansas Alumni Association
• Alumni Relations = Social
Marketing
• Building on social sites
started by “friends”
• Growth in 5 months
– Facebook: 1200 > 1800
– LinkedIn: 800 > 2100
– Twitter: 25 > 195
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28. Case Study:
University of Arkansas Alumni Association
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29. GI Jill
Jill Stevens
•
6 years - Combat Medic in Utah National Guard
•
Earning degree – Nursing / S. Utah University.
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Served in Afghanistan 2003 – 2005
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5 medals for outstanding service
•
1st female finisher of 1st Afghanistan Marathon.
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And… Miss Utah 2007!
•
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35. “We see these emerging web sites
and news venues as being important
because they dictate, for a growing
amount of people, how news and
information are now being discovered
online.”
Jonathan Colman
Manager, Digital Marketing
The Nature Conservancy
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36. & Friends
Jonathan Colman
Manager, Digital Marketing
The Nature Conservancy
205
721
170
140
106
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37. 845 diggs
2,127 visitors to Nature.org in 1 hr
6,234 landing page views in 1 hr
2,238 actions taken (35% conv.)
Source: Building Buzz and Marketing by Mob with Digg.com, Jonathon Colman
http://www.slideshare.net/jcolman/building-buzz-and-marketing-by-mob-with-diggcom/
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39. Ecosystem Diagram Foundations
and NGOs
Independent
Communities
Mass Social
Media
Independent
Blogs
(Facebook,
Commercial
You Tube,
Sites
LinkedIn…)
Discussion
Groups
Alumni
network site
Meetups
Your main
web site Conferences
Partners /
Coalitions
Events
Your blogs
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40. Takeaways?
• Successful internet communications is
audience-centric
• Internet is a thriving ecosystem
• Internet is an increasingly social place
• People value their networks
• Internet has multiple channels; use them!
• Experiment, listen, learn, repeat.
• Thanks!
• Chris Wolz
– wolz@forumone.com
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