1. Resources that helped us to start online
6 basic steps in the online world
4 tips for content creation
4 steps to share your content
Keywords & SEO (search engine optimization)
3 general but useful tips
Social media metrics you shouldn’t miss

2. 6 basic steps in online communication
1. Identify keywords:
i. What topics you cover?
ii. Monitor them
iii. Enrich website, blog, press releases
2. Map social media universe:
i. Where does your audience live? Which blogs? Which forums? Who follow who?
ii. Attract people you are interested in your topic! ---- Find like minded people to
contribute thoughts and content
iii. Get photographers, design people, diverse community around one topic
3. Listen & participate actively in forums, blogs, Facebook, twitter
i. Consuming to understand, producing to be relevant
4. Twit
5. Promote content
i. Posts
ii. Videos (video mashup)
iii. PPTs (all conferences, books, webinars, etc.)
6. Analyse and evaluate metrics
With the help of: http://www.slideshare.net/lornali/social-media-marketing-from-start-to-finish

3. 4 tips for content creation
1. Plan your subjects, the kind of content and the frequency
2. Make an editorial calendar
3. Make a check table to follow the content shared by different channels
4. Create content regularly:
a) Remix previous subjects, previous posts
b) Longer gets shorter
• Use headline as status update
• Paragraph to bullets
• Links to longer pieces
c) Shorter gets longer
• Opposing points of view
• Examples
• Quotations
• Details
d) Start in a new way
e) Change perspective
f) Change format
From: http://www.slideshare.net/kivilm/content-creations-strategies-for-nonprofits?from=ss_embed

4. 4 steps to share your content (1/2)
Step 1: Publish Your Story Step 2: Use Bit.ly to Shorten URL
Step 3: Share Link on Twitter Step 3 1/2: Share Link on Facebook
From Colin Rhinesmith:
http://www.slideshare.net/cctvcambridge/introduction-to-developing-a-social-media-strategy-for-cambridge-nonprofit-organizations

5. 4 steps to share your content (2/2)
Step 4: Measure Success (Bit.ly) Step 4: Measure Success (Facebook)
Step 4: Measure Success (Google Analytics)
From Colin Rhinesmith:
http://www.slideshare.net/cctvcambridge/introduction-to-developing-a-social-media-strategy-for-cambridge-nonprofit-organizations

6. Keywords & SEO (1/2)
Good web page contains information people are looking for:
1. When you write the page you need to take a step back and think about what search terms or
keywords people would enter to find it
2. Once you have determined those keywords, you need to narrow them down to 3 to 5 main
words
3. Then you can start to write the page, keeping these words in mind while you develop the
content.
Different keywords joined together form key phrases.
1. These phrases would be what the search engine user is likely to type in to find your site
2. 2 or 3 word combinations are the best to go for
3. As a general rule, each page on your site should be optimised for one key phrase
How to research keywords:
1. By entering a search phrase in Google you can see what sort of competition you are up against
2. The other major source of research for keywords are your server log files: keywords to
target; phrases to target; ideas for new pages
3. Think like your visitors
From: http://www.riches.com.au/choosing-keywords.htm
http://beth.typepad.com/
http://www.uxbooth.com/blog/11-quick-tips-for-more-usable-content/

7. Keywords & SEO (2/2)
The key to success is focus
Actively pursuing links from other sites is important
Good page title contains your chosen keywords
• There are two main meta tags that can be relevant in seo: These are the <h1>, <h2>
• Using style sheets, you can redefine a heading style so that it fits the 'look' of your site
• Use <h1> once only at the top of the page and the sub-headings in the relevant places
The text of the inbound link is also important and it should preferably contain the keywords of
the page being linked to for maximum impact.
• Allinanchor is a Google search command that searches for internet pages that contain
inbound links with a certain keyword in their anchor text. Anchor text is the text used in the
link back to a website.
• Use: https://adwords.google.com
Solid information content with a few inbound and outbound links is what the search engine
spiders really want to find on your site
From: http://www.socialbrite.org/2009/06/30/seo-mistakes-to-avoid-on-nonprofit-sites/
http://dynamoash.com/keyword-research-101/
http://www.gooruze.com/articles/220/Understanding-Allinanchor-to-Improve-Google-Ranking/

8. 3 general but useful tips
1. What do you want your visitors to do on your website?
• It is your party. You decide what you want your guests to do: make a donation, view a certain
page on the site, subscribe to your mailing list, etc.
• You have just a few seconds to make a positive impression and communicate your core value.
2. Visitors need to know:
• Why they should join (and how), and why they should contribute (and how)
• Make this easy by having clear calls to action throughout your community
3. Create something compelling: Give search engines reasons to crawl your site frequently
• Your organization has expertise on an issue. Use that expertise:
i) to provide background information, ii) breaking news on your topic, iii) advice, guidance,
and support
• Mix up the content...include articles, photos, video, a podcast, and a blog.
• Write press releases and put them in a press room on your website
• Provide lists of resources
• Send out email newsletters and then archive them on your website
3. Encourage your visitors to return regularly: Offer fresh, compelling content and get them
involved in your cause in a meaningful way

9. Social Media Metrics you shouldn’t miss
Third Party Social Media metrics
• Number of submissions/ comments
• Number of friends, fans, members over time
• Number of videos / photo views
• Number of subscribers (email, RSS)
• Number of blog / wall comments
• Number of trackbacks
• Number of # hastags
Web Site Analytics
• % increase in organic search traffic
• Number of page views
• Number of visits / unique visitors
• Referrer data – which social media sites send most traffic?
• Time on site & bounce rate
• Search engine keywords