An organization’s presence online is more than just having a website or a Facebook page. This session will cover some best practices on how organizations can use the web for effective communication and community engagement. In addition, Techsoup Canada will provide some useful free tools to help you get on your way. Attendees Will Walk Away With: • List of useful tools for establishing an online presence • Best practices on effective online communication • How to web-think Jane Zhang Jane has extensive experience the IT field as well as in the non-profit sector. In her current role at TechSoup Canada, Jane is helping to build relationships between the voluntary, public, and private sectors to make technology more accessible for charity and nonprofits. Jane is also the Director of CSR at the ITAC, where she is working to promote the integration of Corporate Social Responsibility into core business practices for the ICT sector in Canada.

1. The 10 Things You Must Do Online
And The 10 Things You Can Do For
Free
Presented by
Jane Zhang, TechSoup Canada

2. About TechSoup Canada
• TechSoup Canada is a collaborative effort by:
– TechSoup Global,
– the Centre for Social Innovation,
– the Information Technology Association of Canada,
– made possible by a grant from the Ontario Trillium Foundation.
• 25 donor partners, over 300 donated technology products
• Admin fees displayed in Canadian dollars (pay in Canadian)
• Canadian learning content and regional tech events
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3. Upcoming Events
• Microsoft NGO Connection Days (June 10th, 17, 22nd, 2010)
• Toronto Net Tuesdays (June 8th, 2010)
• New product launches:
– Microsoft Office 2010
– Adobe CS 5.0
– Sage Simply Accounting
• End of Fiscal Year Promotion
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4. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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5. Active Listening
Flickr:
Ky Olsen
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6. How to listen
• Benefit:
– Find out what people are saying about you
– Alignment of external/organizational perceptions on mission and goals
• Best Practices:
– Be consistent
– Co-ordinate online, social media and offline activities
• Webinar:
– Social Media Listening Dashboard (TechSoup Talk Series)
– https://cc.readytalk.com/cc/schedule/display.do?udc=l46tbr60g4s4
• Article:
– Beth Kanter: Actionable Listening: learning from other nonprofits
• http://www.bethkanter.org/action-listening/
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7. Tools for Listening
• Google Alerts
• igoogle
• RSS
• Netvibes
• Analytics
• Google blog search
• Social Mention
• Trackur
• Tweetdeck
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8. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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9. Why?
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10. Setting a goal
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15. Goal Setting Resources
• Integrated Content Strategy
– http://spreadsheets.google.com/pub?key=0AtsV5h84LWk0dDBaRWtOZFpna21yMnB3MzdKO
U9aQ1E&gid=0
• Altimeter Report: Social Marketing Analytics
– http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics
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16. 10 things you should be doing online
Listen Risk
Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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17. Share Your Story
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18. Tools for Sharing Your Story
• Facebook Fan page
• Twitter
• YouTube
• Vimeo
• Wordpress
• Blogger
• Flickr
• LinkedIn
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19. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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20. Experiment
Blogs
Facebook
Twitter
Organizational Goal
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21. Best Practices for Experimentation
• Let go of control
• Be consistent about your goal, innovative with your tactics
• Buy-in and participation from staff and volunteers
• Listen with your ears, speak from the heart
• Understanding your organization culture
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22. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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23. Risk Management
• The cost of Free
– The story of Ning
• Privacy
– Facebook Privacy Issues
• Data Portability
– Do you own your data, community?
– Proprietary vs Open Source
– Commercial vs In-house
• Knowledge Retention
– Dedicated Staff vs volunteer participation
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24. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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25. Engaging with Your community
• Relationship Development (Social CRM)
• Be part of the conversation, let go of control
• Respond quickly to your community
• Conversation Tone
• Build Champions
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26. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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27. collaborate
• Crowd source content (did we mention let go of Control?)
• Develop relationship with bloggers
• Be open, encourage sharing of your articles, content
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28. Tools for collaboration
• Wikis/Google Sites
• Google Wave
• DimDim
• Skype
• dropbox
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29. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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30. Measuring your success
• 2010 Nonprofit Social Network Benchmark Report
– http://www.nten.org/blog/2010/04/20/2010-nonprofit-social-network-benchmark-report
• Altimeter Report: Social Marketing Analytics
– http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics
• Is your Nonprofit Facebook Page worth it? Measurement and analytics
– http://www.truthypr.com/2010/04/measure-social-media-nonprofit-facebook-page-
analytics.html
• How to use Facebook Insights to Measure Engagement
– http://johnhaydon.com/2010/04/facebook-page-insights-measure-engagement
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31. Tools to help your measure your success
• Microsoft Excel /google spreadsheet
– Beth Kanter’s Actionable measurement for Social Media template
• http://spreadsheets.google.com/ccc?key=0AtsV5h84LWk0dGdjSEJRLUpyQml1bDgtelFGT
URjMVE&hl=en
• Facebook Insights
• Google Analytics
• Bit.ly
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32. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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33. Re-evaluate your strategy & tactics
What would you define
as success
What would you do
Are you reaching the
what the information is
right audience?
telling you?
Make it easier for your
What is your target audience to
community saying? reach you (website,
social media
How do you measure
success/impact?
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34. 10 things you should be doing online
Risk
Listen Goal Setting Story Telling Experiment
Management
Engagement Collaboration Measurement Re-evaluate connecting
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35. Connecting everything together
• Integrate your strategy and tactics into your daily operations
• Prevent information overload by mapping out clear processes and streamline how
information is categorized, processed and disseminated
• Automate tasks that are repetitious or mundane.
• Create a “force field” to move away from tasks you don’t like doing and toward tasks
you are passionate about
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36. Tech @ TechSoup Canada
External Internal Collaboration
Facebook Skype
Google Sites
Twitter Constant Contact
Google apps
Google mail
Dropbox
Drupal
CiviCRM
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37. Contact Us:
• Handout for this session:
• http://dl.dropbox.com/u/1976852/mcc_handout.doc
• Website:
– http://wwww.techsoupcanada.ca
• Email:
– jane@techsoupcanada.ca
• Twitter: techsoupcanada
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