This presentation is designed to help small non-profit organizations create or enhance their online strategy. It includes some examples of Web 2.0 tools.

1. Online Strategic Planning
Presentation by Fiona MacCool,
CLEONet Project Manager
www.cleonet.ca

2. Phase 1 – Visioning
VISIONING –
Have a visioning or brainstorming session with all
staff and board where you talk about a online project
vision - what do you want your online strategy to do
for your organization? Your board? Your
community?
Start by asking these tough questions as an entire
organization:
• What are we trying to accomplish as a group?
• How could working online help achieve these goals?
• Who will be involved in the day to day work of
maintaining the site and how can this be shared?
• What makes your project different? What web sites
are already out there that you can link to or work
with?
• Is this a web site that should have a long or short
shelf life?
• What would “success” look like for this project?

3. Project Definition
VISIONING –
Start by thinking of the three main
things an online project can do:
Provide information
What information do you want to
provide and how can you translate it
best online?
Gather information
What information could your
organization get from users of your
web site that would help you in your
work?
Allow people to work together online
For what purpose? With whom? How
would we best facilitate this work?
What will NOT translate well online?

4. Project Definition
Who will participate?
Clients
Local
Agencies
Community www.abcorganization.org
Groups
Media &
Politicians
Broader
Community

5. Project Definition
AUDIENCE
Your ‘audience’ will be viewing
the web site for a specific
reason and it is important to
know exactly what they are
looking for when they visit the
site. Keep asking yourself why
would they bother to visit your
site?
Keep in mind:
 Audience Characteristics
 Information Preferences
 Computer Specifications
 Web Experience

6. Content Development Questions
 Does the content you envision for the site
already exist or do you need to create it
from scratch?
 Will outreach be a key factor in creating
and maintaining content?
 Will the site allow for group editing and
collaboration?
 How will you create a division of labour, to
allow for various people to be responsible
for maintaining sections of the site?
 What common editorial standards or “Style
Guide” will be used so that everyone
agrees on what content should be there
and how it should be written?
 What will your policy be around e-mail
based requests for advice?
 How will you evaluate and review the
site/online project?

7. Design Questions
What do you want your web
site to be?
 searchable
 be easily maintained by non-
technical people
 have password protected areas
 require “membership”
 have a clear domain name or be
part of an existing
network/directory of sites
 Accessible to persons with
disabilities (screen readers)
 Have a unique logo and design or
be based on standardized
“templates”

8. Taxonomy – How to classify your content
 How many content “types” will your site include?
 Does your audience think about your content strictly by what it is
“about” (health topics)?
 Do they define their information needs instead by audience or who it
is for (intended audience)?
 Do they search instead by what they are doing (research,
advocacy)?
 Do they organize information according to client life events (looking
for an apartment, applying for social assistance, having a baby)?
 Is organizing information by author, language or format important?

9. Taxonomy – How to classify your information
Organizing your content by topic and type – Example of a legal information taxonomy
Pub lic L ega l
Edu cat ion
Ma t er ials
P ro du cin g
Le gal T op ic Lan gu age Ye ar of Pu blica t io n F or m at
O rg an iza t io n
Ab use an d
F am ily L aw
F am ily Violence
F am ily La w Child ab use an d ne glect
Child p ro t ect ion Elde r a bu se
Cust ody and acce ss Pa rt ner a buse
Child sup po rt Ab use of peo ple wit h dis abilit ies
Divorc e an d sepa ra t ion Pr ot ect ion or der s.

10. Taxonomy vs. “Folks-onomy”
Taxonomy – Controlled Vocabulary Folksonomy – Collaborative
Tagging
CLEONet Example:
 Collaborative tagging (also know as
folksonomy, social classification, social
Employment and Work indexing and other names) is the
 Dismissals and lay-offs practice and method of collaboratively
creating and managing tags to
 Employment Insurance annotate and categorize content. In
 Employment standards contrast to traditional subject indexing,
metadata is not only generated by
 Injured workers compensation experts but also by creators and
 Parental, pregnancy, and other leaves consumers of the content. Usually,
freely chosen keywords are used
 Workplace safety instead of a controlled vocabulary.[1]
Tip: Don’t forget to include “Scope  Websites that support tagging and the
Notes” for internal, editorial principle of folksonomy are referred to
guidance and public “See Also:” in the context of Web 2.0 because
pointers to help handle synonyms participation is very easy and new
used commonly by your audience tagging data is used in new ways to
to search for information find information.
 An example is Flickr at
http://www.flickr.com/

11. Information Architecture
Brain Concept Flow Story
Storm Map Chart Boards
Do a brain Develop a Put together Create
storming ‘concept’ a ‘flow story boards
session map’ chart’ - of the web
for to get an all the pages to
possible idea of elements put all the
content with rough in a elements
audience in structure logical flow together
mind

12. Home Page “Wire Frame”
JavaScript graphic of logo and tagline with photos
A project of Law Foundation logo & CLEO logo
Search | Help
Legal Resources | News | Events | About CLEONet | Contact Us
Welcome to CLEONet What’s New?
Box where we can highlight one thing we want to mention –
A web site for community workers and advocates. Information to help you help your very brief text with link to more.
clients understand and exercise their legal rights.
Get Involved
CLEONet brings you:
• legal resources from community organizations across Ontario *Sign up for the e-mail bulletin
• news and events about legal issues and law reform campaigns *Get CLEONet headlines on your site
*Add a link to CLEONet
A project of CLEO. Funded by the Law Foundation of Ontario. Featured Legal Resource
What Every Tenant Needs to Know
CLEONet staff cannot give legal advice. If that’s what you need, please contact a Produced by: ACME Org
lawyer or community legal clinic or visit our Need legal help? section. Produced in: 2007
Latest News
Browse legal resources by topic Legal Topics A-Z Community guide for non-status immigrants now available
online -
 Aboriginal Law  Housing Campaign calls for help to keep South Asian Legal Clinic
 Abuse and Family Violence  Human Rights open
 Consumer Law and Debt  Immigration and Refugee
Upcoming Events
 Criminal Law  Legal System and the Courts Community events to focus on $10 minimum wage
 Education Law  Social Assistance, Pensions, and Benefits campaign
 Employment and Work  Wills and Estates June 11, 2007 to June 25, 2007 (cities across Ontario)
 Family Law
 Health Law and Patient’s rights Press conference on moratorium on deportations of non-
status peoples
June 5, 2007 (Toronto)
© Copyright 2005-2007 Community Legal Education Ontario
Terms and Conditions | Privacy Statement

13. Things to consider in choosing the right tool
 Does your site need to be maintained collaboratively or by a single
person or organization?
 Does your site need to be maintained by non-technical people?
 Do you want your site to have “members” or password protected
areas?
 Do you want people to be able to post “comments” to the site?
 Do you want to create a blog for various staff to maintain?
 Will your site produce news and information of interest to others?
Should RSS feeds be part of the planning?
 Do you need to “create” your own unique web tool/site or can you
use an existing tool or site to tap into existing social networking site?

14. Samples of Online Tools:
Content Management Systems (CMS)
A content management system (CMS) is a
system used to manage the content of a Web
site. Content management systems are
deployed primarily for interactive use by a
potentially large number of contributors. For
example, the software for the website Wikipedia
is based on a wiki, which is a particular type of
content management system. The SAGE site
uses Sharepoint.
For a list of content management systems see:
http://en.wikipedia.org/wiki/List_of_content_managem

15. Samples of Online Tools:
DRUPAL
Drupal is an open source content management
system that allows an individual or a community
to publish, manage, and organize a wide variety
of content. Drupal can support a diverse range
of Web projects, including content management
systems or blogs. It has its own search engine,
is accessible, and has customizable “themes”. It
also has many “modules” to choose from
depending on what you want your site to do,
include RSS publishing.
Here is a site I built in Drupal for OPICCO
www.opicco.org

16. Samples of Online Tools: Blogs
Blog is short for weblog. A weblog is a journal (or newsletter) that is
frequently updated and intended for general public consumption.
Blogs generally represent the personality of the author or the Web
site. Generally they make it very easy to add content quickly and
encourage comments and responses by readers.
A number of terrific free blog tools are available and can be used to
produce an entire web site that is easy to use and update.
 An example of a social justice web site that uses a WordPress CMS is 25-in-5:
Network for Poverty Reduction a multi-sectoral network comprised of more than
100 provincial and Toronto-based organizations and individuals working on
eliminating poverty at: http://25in5.ca
 A research blog with a focus on public legal education is http://consult.cleonet.ca -
created to support CLEO’s research into the development of a centralized legal
information web site for Ontario. This blog is created using a free tool called “
WordPress”.
 An example of a blog that deals with injured worker issues is the New York State
Workers' Compensation Alliance at: http://www.nyworkerscompensationalliance.org/
This tool uses a blog CMS called Movable Type

17. Samples of Online Tools: Wikis
 Wiki - online collaboration model and tool that allows any
user to edit some content of web pages through a simple
browser.
 An example of the ultimate wiki is Wikipedia. Visit
http://en.wikipedia.org/wiki/Legal_aid to see the
Wikipedia entry for “Legal Aid”. Click “edit” to try it out.
 While Wikipedia is edited by millions of people you can
create a wiki for a select group to collaboratively work on
a document.

18. Evaluation - Analytics
 A great way to evaluate how your site is being used is to install
Google Analytics – A free tool that has you insert a small piece of code on
your site and then it produces reports on how your site is being used.

19. Samples of Online Tools – Social
Networking Sites
 Social Networking Sites - A social network service focuses on the building
and verifying of online social networks for communities of people who share
interests and activities, or who are interested in exploring the interests and
activities of others, and which necessitates the use of software.
 Most social network services are primarily web based and provide a
collection of various ways for users to interact, such as chat, messaging,
email, video, voice chat, file sharing, blogging, discussion groups, and so
on.
 The main types of social networking services are those which contain
directories of some categories (such as former classmates), means to
connect with friends (usually with self-description pages), and recommender
systems linked to trust. Popular methods now combine many of these, with
Facebook being the mostly widely used in North America. For more
professional networking LinkedIn is also very popular. Twitter is also being
used increasingly and is a way for people to provide very short updates on
their activities and interests.
 For a list of social networking sites see:
http://en.wikipedia.org/wiki/List_of_social_networking_websites

20. Samples of Online Tools –
Community of Practice Sites
 Communities of Practice - The concept of a
community of practice (often abbreviated as
CoP) refers to the process of social learning that
occurs when people who have a common
interest in some subject or problem collaborate
over an extended period to share ideas, find
solutions, and build innovations.
 Google Groups is a free and easy way to set up
a CoP. I recently set up one called
Technology and Legal Services Network Ontario

21. Samples of Online Tools -
RSS Feeds
 RSS stands for Really Simple Syndication or Rich Site
Summary and it is a quick and easy way to keep track of
new information on web sites that you visit frequently or
are interested in.
 For example, you can subscribe to CLEONet’s latest
resources or news RSS feeds and add them to your
personalized browser, mobile device, or blog. You can
also sign up to receive our latest resources and news
headlines by e-mail.
 If your site supports RSS, there are great free tools to
help with RSS to Email such as Feedburner or Zookoda.
 The new OPICCO site, built in Drupal is set up with an
RSS to Email subscription so that people can get notified
of new postings weekly.

22. What is CLEONet?
 More than just a web site, CLEONet is an online
clearinghouse for community legal education in Ontario.
 CLEONet is for community workers and advocates who
work with low-income and disadvantaged communities.
 CLEONet offers you one place to go to find hundreds of
resources, news, and events on a wide range of legal
topics.
 CLEONet also provides feeds of our headlines to your
web site. Keep your site up to date with the latest PLE
resources, news, and events on legal issues facing low-
income and disadvantaged communities in Ontario.

23. CLEONet Home Page at www.cleonet.ca

24. Add CLEONet Feeds to Your Site

25. CLEONet Content Feeds - Examples
Community Advocacy &
Legal Centre – Legal
Information Pages
www.communitylegalcentre.ca/
Under their own
information, they
offer the CLEONet
feeds by subject

26. Other examples of CLEONet Feeds
Injured Workers Online
includes a feed to
CLEONet’s Latest
resources -
Employment and Work >
Injured workers compensation
-
Justice for Children and
Youth under “Online
Resources – Feed to
CLEONet’s Latest
Resource on Legal Issues
for Children and Youth

27. Other examples - OPICCO

28. What’s Next? - Webinars
CLEO is currently in the planning phase to develop, in
collaboration with community and legal partners, legal
information webinars.
 These would be presented by community organizations
and legal clinics for community advocates and/or the
general public
 Available as recordings or Podcasts for the general
public on CLEONet
 We are using a tool called ReadyTalk which combines a
phone-based conference call with an integrated web
meeting.

29. Webinars

30. Some On Line Resources
 TechSoup.org - The Technology Place for Nonprofits
provides nonprofit organizations with technology
information, products and community.
 American Bar Ass’n – Best Practice Guidelines for Legal
Info Web Site Providers –
http://www.abanet.org/elawyering/tool/practices.shtml
 Comparing Open Source Content Management Systems
- WordPress, Joomla, Drupal, and Plone
http://www.techsoup.org/learningcenter/webbuilding/page1175

31. Ask for Help and Keep in touch!
Fiona MacCool
Community Legal Education Ontario
T: 416-408-4420
E-mail: fionamaccool@cleonet.ca
Web site: http://www.cleonet.ca