Free and Low Cost Technology Tools for Land Trusts (1)

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Be a T.E.C.H. Star

• Free and Low-Cost Technology Tools for Land Trusts

Social media augments relationships built on
land. (Kanter Fine)
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LEARNING OBJECTIVES
? additional resources and tools in handouts, in
the Learning Center, and _at_ landtrustsonline.info
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INTRODUCTIONS

• Green River Valley / Wyoming Land Trust
• 10 years old Accredited
• Small/medium staff (3-5 full-time)
• Now statewide 50 projects/30,000 acres
• Website, blog, Facebook, mass e-mails,
  interactive web mapping, Flickr, YouTube
• Track with Analytics, E-mail Stats, Social
  Mention
• Audience interests
• Specific tools?
• Problems or obstacles?
• What has worked for you? What hasnt?
• Let me know if you need more info!

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WAYS TO COMMUNICATE ONLINE

• Blogs
• Websites
• RSS feeds
• Newsletters
• Mass E-mails
• Spreadsheets
• FAQs
• Reports/eBooks
• Charts/Graphs

• Maps
• Photos
• Illustrations
• Video
• Audio/Podcasts
• Webinars
• Slideshows

• THE BASICS
• Website E-mail
• eNews
• Donation Mgmt.
• Google Analytics
• Blog
• Facebook
• Twitter
• YouTube
• Dashboard

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THE WEB 1.0, 2.0, 3.0

• Web 1.0 The Static Web
• Complete Control Listen to us
• Website, eNews, Donate button
• Web 2.0 The Dynamic Web
• Limited Control Connect with us
• Blogs, Social Media, Web Mapping
• Web 3.0 The Mobile Web
• Mobile Websites, Text Campaigns, Smartphone Apps
• The Next Generation
• ? All 3 make up your organizations Social
  Culture

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TYPES OF LT TECHNOLOGIES

• Administrative refers to daily workflow and
  tasks
• Scheduling, collaboration,
• Outreach communicating to different audiences
• Social Media, Mass E-mails, Events, Press,
  Publications
• Project-Based managing and sharing conservation
  
• Mapping, Photo Video, Telling a Story,
  Decision-making

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ANALYZING TOOLS Are they right for you?

• Time
• Set-up, First time use, continued use, ROI
• Energy
• Attention, Updating, Troubleshooting
• Cost
• If not free, how much and is there funding
  available?
• How-to
• Technological proficiency required, who
  implements?

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Why You Should At Least Try

• Millennials 1978 to 1992 (74M more than
  boomers)
• 74 more likely to buy a product when feeling
  like the company is dedicated to a cause
• Required volunteerism
• Digital natives
• Passionate about causes, not organizations
• Current Economy do more with less stand out
• Free tools all it takes is making time to save
  time
• Tell your story, capture the listeners, nurture
  relationships you already have, say thank you
• and stay relevant!

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Why You Should At Least Try
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LTA SPs BEST PRACTICES

• How should land trusts approach new technologies,
  online communication and social media?

? adopt a policy on web communication, social
media rules
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Group Exercise - Assessment

• How much time does your staff currently spend on
  marketing and communications tasks?
• How much time do you expect to devote
  specifically to social media?
• Which social media channels does your staff have
  experience with, either personally or
  professionally?
• ? Facebook, Twitter, Blog, Photo sharing, Video
• What assets are available to your organization?
• Experienced writers
• Experts in the topic area of your mission
• Lots of organizational photos
• Experienced photographers
• Organizational videos
• People with experience creating videos

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IMPORTANT TERMS B. Kanter beyond

• Social Media P2P communication and
  user-generated content through Web 2.0 t0ols
  (blogs, multimedia, social networks, text msg)
• Search Engine Optimization (SEO) improving the
  visibility of a webpage via organic search
  results (not using ads) may include
  cross-linking, keywords in text, HTML tags
• Really Simple Syndication (RSS) subscription
  tool used to deliver feeds/updates from specified
  websites, often blogs, news and multimedia sites
• Technology Stewards people with enough
  experience of the workings of a community to
  understand its technology needs, and enough
  experience with technology to take leadership in
  addressing those needs. Stewardship typically
  includes selecting and configuring technology, as
  well as supporting its use in the practice of the
  community

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ADMINISTRATIVE TOOLS

• See Handout for Resources List
• Tasks Remember the Milk
• Prioritize Check Progress
• Share and Assign
• Link with Google calendar
• Scheduling Google Calendar
• Staff Schedule, Travel, Events
• Grant Deadlines, Project Due Dates, Reminders
• Collaborating, Web Conferencing, Wikis
• Document, Idea sharing, Create Plans

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Google Calendar
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Remember the Milk
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OUTREACH TOOLS

• Creating a community is the wrong idea.
  Communities already exist. Instead, think about
  how you can help that community do what it wants
  to do.
• (Mark Zuckerberg, Facebook)

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OUTREACH TOOLS - Websites
Web 1.0

• Design for donors, media, volunteers, as a
  resource
• Functionality URL, navigation, headers
• One-Way Street (listen to me)
• LT uses Education, , Web Presence, SEO, 1st
  line of defense
• T static or dynamic content?
• E design, wireframe, templates, add/maintain
• C design, hosting, domain, maintenance
• H staff/IT, staff maintain, blog or Google
  Sites?
• ? Examples Anacostia Watershed Society, MJ Fox
  Fdn.

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Website On Your Own

• Google Sites http//www.google.com/sites
• Blog http//www.blogger.com or
  http//wordpress.com
• Tips and Tricks
• Keep it simple
• Include the basics
• Look at successful sites emulate
• Add features as you go (photos, maps,
  documents)
• Link to other tools (Facebook, eNews, Flickr)
  and partners
• Consider a blog if nothing else then for a
  news feed
• Schedule regular maintenance and updates
• Check out ideas best practices in the handouts

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Website
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OUTREACH TOOLS Mass E-mails
Web 1.0

• eNewsletters, Invitations, Thank Yous, Press
• Constant Contact, MailChimp, Google Groups
• Still on the One-way Street
• LT uses Education, , Donor/LO Contact
• T at least 1/month 1-2 hr content, 1-2 hr prep
• E low use templates, change text
• C varies depending on list size 0 to
  50/month
• H limited know-how, some HTML useful, staff
• ? Example Wyoming Land Trust, Constant Contact
• 2,7oo person list, costs 50/month, unlimited
  messages

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MASS E-MAILS On Your Own

• Constant Contact http//www.constantcontact.com
• Starts at 15 for 500 subscribers UNLIMITED
  e-mails
• Discounts for 6 and 12 month prepay (10 to 15)
• 20 to 30 non-profit discount (6 to 12 month
  prepay)
• MailChimp http//www.mailchimp.com
• Starts at FREE for 1,000 subscribers 6,000
  e-mails/month
• 15 non-profit discount
• Tips and Tricks
• Use pre-made templates to start
• Spell Check x 3
• Dont repeat content link to website if
  needed
• Thank and acknowledge others
• Use creative subject lines

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MASS E-MAIL
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OUTREACH TOOLS Blogs
Web 2.0

• Short for Web log publish more informal
  content online
• and organize by category/tags (millions already
  exist)
• Blogger, Wordpress, Livejournal, Typepad
• Start a conversation, 2-Way Street
• LT uses Education, SEO, Press/Media, News
• T about 3 hr/wk on average, could be less
  depending
• E relatively easy to set up, usually 1-2
  posts/wk, schedule in adv.
• C free in most cases, depends on how you host
  it
• H basic web knowledge, might need help
  integrating typically staff member, could also
  be Board, post remotely
• ? Examples Natural Lands Trust, Land Trust of
  Napa County
• http//natlands.typepad.com/nlt_preserve_blog

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Blog Example1NewsInfo
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Blog Example2MainSite
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OUTREACH TOOLS Social Media
Web 2.0

• online media that starts conversations,
  encourages people to
• pass it on to others, and finds ways to travel
  on its own
• Join the conversation dont make it up!
• Facebook social networking site Twitter
  micro-blog
• 2-Way Street but more like a Super Highway!
• LT uses Education, Donor/LO contact,
• T 1 hr set-up, 2 hr customize, 3 h/wk
  managingupdates
• E constantly upgrading, but lots of help/info,
  3 times/wk for FB, 1 time/day for Twitter at the
  most is OK
• C FREE!
• H basic experience needed, some HTML helpful
• ? Example Marin Agricultural Land Trust
• High level of interaction, Diversity of posts,
  Media

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FACEBOOK
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• Add Tabs with Static FBML
• Landing Tab/E-mail List Demo - WLT
• Try PageModo for landing tab pagemodo.com

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Since were here Facebook 101
QUESTIONS What has been your FB
experience? What would you like to do with FB?

• Make an account for your land trust/work only
• Profile Photo Basic Info
• Landing Page
• Posting on the Wall
• Uploading and Adding Media
• Dos
• Major Do Nots
• Building a Base
• Listen, Respond, Track, Repeat

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TWITTER
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OUTREACH TOOLS Making Connections

• Post to Blog gt RSS feed to Facebook and Twitter gt
  News on Website
• Send eNews gt Link to Website gt Forward to friends
  gt Post to Facebook or Twitter gt Get likes
• Link to Website Facebook in E-mail Signature gt
  Visit Site gt Join eNews gt Read Blog RSS on FB gt
  Share with Friends
• Tip Create an online communication
  plan/calendar
• E-mail Marketing Take it from Us
• Social Media Get it from our Friends

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PROJECT TOOLS

• Social media is a contact sport, not a spectator
  sport.
• (Kanter and Fine)

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PROJECT TOOLS Multimedia
Web 2.0

• Photo Video Hosting, Editing, Organization,
  Sharing
• Photos Flickr, PhotoBucket, Picasa, SmugMug
• Video YouTube, Vimeo
• LT uses Education, Sharing/Managing projects,
  Stewardship, Donor Outreach, Press
• T minutes to post, minutes to share (not incl.
  produc.)
• E low, depends on desired outcome, new features
• C FREE! (can get discount via TechSoup for
  Flickr Pro)
• H basic, staff/board/volunteer/attendees/strange
  rs
• ? Example Wyoming LTs Cons. Buyer Program,
  Flickr Sets

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FLICKR
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BUT WHY STOP THERE?
QUESTION How might your organization use
video/photos to connect with others? Ex. Photo
contest?
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PROJECT TOOLS Google Maps
Web 1.5

• Locate services/Resources, Web page, E-mails
• LT uses Education, Sharing/Managing projects
• Link/host on Facebook, Blog, Website, Wiki
• T dep. on project typ. 2 hr for data, 3 hr
  design
• E upgrades, lots of help/info, 1st is the worst
• C FREE! (even most sites that will build for
  you)
• H basic to int. map skills, staff person
• ? Examples Westchester LT, Bangor LT, Upper
  Valley LT

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Google Maps
Westchester Land Trust www.westchesterlandtrust.o
rg/visit-a-preserve Bangor Land Trust
www.bangorlandtrust.org/?areaproperties Upper
Valley Land Trust www.uvlt.org/public-access/trai
lsuv/
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PROJECT TOOLS Google Earth
Web 2.0

• Over 700 MILLION downloads as of 2010
• Illustrate events over time, show densities,
  statistics, 3D Visual Experience, Tours
• LT uses Education, Sharing/Managing projects,
  Stewardship
• Link to Website, Blog, Make Video for YouTube
• T varies as little as 30 min for presentation
• E upgrades, lots of help/info, intuitive
  program
• C basic is FREE grant program to upgrade to
  Pro
• H int. map/comp skills staff person, exp. with
  Google Maps helps a lot
• ? Example WLTs Corridor Conservation Campaign
  Tour

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GOOGLE EARTH
QUESTIONS Does your org. use web mapping? In
what other ways could you use mapping tools in
your work? Ex Viewshed mapping
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PROJECT TOOLS Making Connections

• Google Earth Map using Flickr Photos gt post to
  Web and Blog gt RSS to website and Facebook
• Google Earth Tour gt Convert to Video and Post on
  YouTube gt Embed Video in eNews gt Direct to
  Website gt Read More and Click Donate Button
• Start a photo contest on Flickr gt Set up RSS to
  blog gt Participants comment and vote gt Top 10
  posted on FB gt Set up a Poll to vote on top 3 gt
  Winner announced on the blog gt RSS to FB,
  Twitter, Website

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MEASURING SUCCESS

• Your supporters are the Message.
• (Marshall McLuhan)

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MEASURING SUCCESS ROI

• Return On Investment an analysis that looks
  at the benefits, costs and value of a technology
  project over time (Beth Kanter)
• Insight before investment need a couple of
  months to listen, learn and adapt the process
• Listen use monitoring tools, rss reader, engage
  and monitor responses/comments, engage internally
  with board/staff

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LISTEN RSS Feeds

• LISTEN, Consolidate, Respond, Repeat
• Can be for just your website and social media
  (news stream) or for reading other sites or
  both!
• Youre not being interactive youre intercepting
  information to consider and process, maybe share
• T 1 hr set-up, read daily, update weekly (1 hr)
• E low, mostly receiving/organizing, no big
  changes
• C FREE!
• H int. to set-up (IT), then basic to manage
• Example Google Reader

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RSS Feeds - demo
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MEASURING SUCCESS Social Mention

• Also Google Alerts
• Find press, blogs, photos, videos, comments,
  audio
• LT Uses campaign tracking, audience research,
  social media effectiveness, ROI, listening
• T 10 minutes for set-up, then receive in e-mail
• E low no maintenance needed
• C FREE!
• H very basic, staff/board
• Example Wyoming LT reports (e-mail and web demo)

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SOCIAL MENTION
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MEASURING SUCCESS Basic Metrics
TANGIBLE RESULTS Donations Leads Subscribers Membe
rs Comments Photo Views Visitor Traffic Saved
Time Saved Costs Increase in Page Rank Increase
in Media Attention Signed Petitions Calls/e-mails
INTANGIBLE RESULTS Insights about what
works Interaction Engagement Reputation Loyalty Sa
tisfaction Sentiment Feedback
Social culture uses social media to engage people
inside and outside the organization to improve
programs, services, or reach communication goals.
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MEASURING SUCCESS Facebook

• Monthly/Weekly Active Users
• Daily New Likes
• Total Likes
• Daily Post Views
• Daily Post Feedback
• Post Quality
• Interactions Per Post
• Mentions
• Like Sources
• Date of Likes
• Date of Unlikes
• Resubscribers
• Page Views
• Tab Views
• External Referrers
• Video/Audio Plays
• Photo Views
• Demographics
• Gender

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MEASURING SUCCESS Mass Emails
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MEASURING SUCCESS Google Analytics

• Website, Blog, other sites you control
• LT Uses campaign tracking, audience research,
  social media effectiveness, ROI
• T 10 min to set-up, 30-1hr install, check
  weekly
• E low (unless tracking campaign), might be too
  much info to sort through at first
• C FREE!
• H need to put code in website, but then easy
• Example WLT Google Analytics page

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ANALYTICS
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MEASURING SUCCESS Making Connections
QUESTIONS Have you tried a social media
campaign? In what ways did it succeed and/or fall
short?

• Run a small Facebook and E-mail Campaign gt see
  open rates from e-mails and who opened gt compare
  to clicks on Facebook gt Analyze demographics and
  reach
• Find out how new people are finding you and
  plugging in gt adjust communications
• Adapt and Repeat

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THE BIG PICTURE

• Dashboards HootSuite
• Connectivity, Cross-posting
• Make your life easy!
• You need a social culture.
• Start at the beginning.
• If all else fails, Google it.

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• Go Ahead and Judge
• http//landtrustsonline.info
• Resources Directory
• Submit your listings!

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Where to Start?
Round of applause for Google! Google Analytics
Google Alerts Google Docs Google Talk Google
Calendar Google Maps/Earth Google Groups Google
Reader Google Sites YouTube Blogger Picasa
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QUESTIONS?
Contact Me katy_at_wyominglandtrust.org
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Thank You!
Its not that I dont want to try Web 2.0
technology, its just that Im still getting used
to the fax machine.