Using OnlineUsing OnlineCommunications EffectivelyCommunications Effectively

James SneeringerDirector, Online Communication

U. S. C h a m b e r o f C o m m e r c e

A Web site can:Be on all the time – a communications “backstop”Communicate your message – your “push”Communicate your message your pushProvide information and resources – visitors “pull”M k l j i d t gi t tiMake sales – joins and event registrationsProvide insight – Web analyticsConnect people

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Why just one?Targeted Web sites can increase engagement g gand search rankingMake use of free or Make use of free or low-cost solutions –TypePad, Ning, TypePad, Ning, Wordpress, etc.

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Updating your siteFrequently updated Web sites score better in search engines and have more return gvisitsUse a Web CMS to empower your staffUse a Web CMS to empower your staffA blog or Twitter account can be a great tool for frequent updatestool for frequent updatesPush out updates – ask for visits

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Beyond the Web siteHow will people find you online?y

Search enginesReferrals—links, adse e a s s, adsDirect

•E-mail links•Typing your Web

address

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Beyond the Web siteBlog Campaign site Coalition E-mail

f

Social NetworksMembers

Newsfeeds

Social Networks

Allies Twitter

Organic Search

tte

Search AdsBanner Ads

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Beyond the Web siteYour additional Web sites

Engage specific audiencesBlog

g g pHigher search relevanceInterlinking for search rank

Campaign site

Interlinking for search rankBetter staff engagement

Coalition

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Beyond the Web siteWeb sites of others

Ask friends and members to link Members

to you – and you link to themMake and distribute Webstickers

Allies

Run ads on popular Web sitesBanner Ads

AACCLA Management Training Institute 2009

U. S. C h a m b e r o f C o m m e r c e

Beyond the Web siteSearch engines

Make your site easy to index –Organic Search

y yWeb standards

• http://validator.w3.org/• http://www.google.com/support/webmasters/bin/answ

Search Adsp // g g / pp / / /

er.py?answer=35769

Ensure your text includes exact search termssearch termsGet many inbound linksBuy ads when all else fails

AACCLA Management Training Institute 2009

Buy ads when all else fails

U. S. C h a m b e r o f C o m m e r c e

Beyond the Web siteInboxes, old and new

Push information out to your E-mail

yengaged audienceDrive traffic to your site(s)

T itt

Social Networksy

Engage and converse•Social media works best when it’s

Twitter

Newsfeeds social!

•Reward supporters who engage

Newsfeeds

AACCLA Management Training Institute 2009