This presentation was given 8/11/2010 at the California Resource Recovery Association 2010 Annual Conference. ABSTRACT: In this workshop, participants will learn how to gather content and craft effective messages to promote their programs through a variety of free or low-cost online outreach channels. New media such as Twitter, Facebook, YouTube, and Flickr will be covered, along with e-newsletters. We will also review lessons learned from recent campaigns in San Francisco, and discuss the importance of tracking mechanisms. Participants will walk away with a list of actionable items they can take immediately to develop and implement an effective social media strategy. Key presentation objectives include: - Explain the differences between popular online outreach channels - Demonstrate how to gather content and craft messages appropriate for these outreach channels - Inspire participants to develop a strategic approach to using online outreach and social media

1. Online Outreach:
How To Do It
CHEAP, EASY
& EFFECTIVE
Lawrence S. Grodeska
Internet Communications Coordinator

2. Your Content...
Everywhere!
Lawrence S. Grodeska
Internet Communications Coordinator

3.  Introduction
 Mailing List & eNewsletter
 Social Media BIG 3
 FaceBook
 Twitter
 YouTube
 Social Media Strategy
Online Outreach:
Do It CHEAP
 Web Analytics
EASY &
 SF Environment EcoFinder
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

5. Online Outreach Goals
 Promote your programs
 Help OTHERS promote you
 Understand audience (listen!)
 Drive traffic
Online Outreach:
 Collect content
Evaluate success (listen!)
Do It CHEAP
EASY &
EFFECTIVE

CRRA Annual
Conference 2010
8/11/10

6. Barriers to Entry
 Lack of budget/resources
 Lack of strategy
 Siloed organization
 Lack of understanding
 *Lack of senior management buy-in
 *IT blockages
Online Outreach:
Do It CHEAP
 Finding staff
EASY &
EFFECTIVE
CRRA Annual http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action/
Conference 2010
8/11/10

7. How To Start
 Just START!
 Informal survey of audience
 One thing at a time
 Integrate look, feel & tone
Online Outreach:
Do It CHEAP
EASY &
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

9. Mailing List & eNewsletter
 Most important resource
 Send consistent, useful, targeted info
 Keep it simple & USE PICTURES!!!
 Email marketing services:
 affordable
Online Outreach:  customizable
Do It CHEAP
EASY &
EFFECTIVE  better deliverability
CRRA Annual
Conference 2010  reporting!
8/11/10

17. Social Media: General Tips
 Use same profile name
 not too long, avoid acronyms
 Standardize look, feel, tone
 Integrate (website, newsletter, etc.)
 Takes time to build audience
 Find allies internally & externally
Online Outreach:
Do It CHEAP
EASY &
EFFECTIVE
 Be sensitive to politics
CRRA Annual
Conference 2010
 Be authentic & passionate; have fun
8/11/10

18. Online Outreach:
Do It CHEAP
EASY &
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

19. Online Outreach:
Do It CHEAP
EASY &
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

23. Social Media: BIG 3
 Facebook
 good for events, building community
 post: pictures, video, events
 Twitter
 good for news, information, events
 post: news, resource links, events
YouTube
Online Outreach:
Do It CHEAP 
EASY &
EFFECTIVE
CRRA Annual
 good for sharing/embedding content
Conference 2010
8/11/10  post: videos, TV/radio ads, news clips

25. Social Media Strategy
 Content is King, but hard to gather
 Take “mile-high” view of organization
 Plot out your content and channels
 It takes a village:
 Identify your social media mavens
 Assign roles
Online Outreach:
Do It CHEAP
EASY &
 Check-in regularly
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

26. Online Outreach:
Do It CHEAP
EASY &
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

27. Web Analytics (Google)
 Where traffic is coming & going
 top pages
 search keywords
 referring sites
 Installing is easy & free
 If you haven't already, do it today!
Online Outreach:
Do It CHEAP
EASY &
 Interpreting data takes some time
EFFECTIVE
CRRA Annual
Conference 2010
 Tagging & segmenting is next step
8/11/10

34. SF Environment EcoFinder
Database of local recycling services:
 Web-based search tool
 iPhone App
 “Open” data feed = Government 2.0
 Earth911.com
 EcoFinder iPhone App
Online Outreach:
Do It CHEAP
EASY &
 Everywhere???
EFFECTIVE
CRRA Annual
Conference 2010
8/11/10

38. Resources
 constantcontact.com
icontact.com
 govfresh.com (Gov 2.0 resource)
 facebook.com
twitter.com
youtube.com
Online Outreach:
 google.com/analytics
Do It CHEAP
EASY &
EFFECTIVE
http://analytics.blogspot.com
CRRA Annual
kaushik.net (analytics resource)
Conference 2010
8/11/10

39. Contact
 Connect with SF Environment :
 SFEnvironment.org
 SFEnvironment.org/facebook
 SFEnvironment.org/twitter
 SFEnvironment.org/youtube
Online Outreach:
Do It CHEAP
 Lawrence.Grodeska@sfgov.org
EASY &
EFFECTIVE
@lsgrodeska
CRRA Annual
Conference 2010
8/11/10