• 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