Minnesota Rural Partners

1
Minnesota Rural Partners

• Web Site
• Email list (broadcast)
• Discussion lists
• Surveys
• Best lesson learned

2
Web Site is Updated as Needed (weekly)
3
Newsletter

• Sent monthly
• Includes article from Pres
• Includes events, grants, and policy news
• 1300 subscribers
• Very low tech

4
Discussion Tools Weve Tried

• Two-way email lists
• People get the messages
• People know how to read and reply

• Web-based conferences
• Too much training required
• Onus on person to visit discussion
• Blog Has been good for archive
• Cant easily add attachments

5
Discussion Tools Weve Tried

• Private Chat Rooms (IRC)
• Worked for real time discussion
• Prepped folks for upcoming conference

Web Conference (Breeze) Great when it worked Some
folks had issue with needing Internet access and
phone
6
Surveys

• Set agenda in conferences
• Add interaction
• Profile members
• Promote members (through directory)
• Match services and needs

7
Biggest Lesson Learned

• Spending money on a good technology solution can
  save you time which saves you money!

8
Work with Businesses

• One story goes to
• Web site
• Email news alert
• Blog
• Press release (PRWeb)
• We build a buzz with each piece of news
• The greatest expense is getting the news

9

• Choosing and Using Tools

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Communication Employs Technology

• ICTInformation and Communication Technology
• Keep the emphasis on communication, then
  consider technology to employ

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1. Consider Your Audience(s)

• Prioritize your audiences/ profiles
• Use the right communication tool for the
  audience
• Consider demographics, style and comfort level of
  the recipient

12
Consider Organizational Objectives

• What do you want your primary audience to do?
• Join your organization?
• Give you money?
• Volunteer?
• Use your services?
• Feel appreciated?

13
Develop an ICT Strategylink to overall
communication/PR strategy

• Prioritize communication needs, develop an ICT
  strategy
• Investigate options, consider budget, expertise,
  and staff time
• Choose tools based on your objectives and
  capacity--not just price

14
How Hard Could it Be?

• Just create an email and send it out
• Just make a PDF and send it out
• Just put in on the website
• Just post in on the message board
• Just post it to the listserv

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Wait A Minute

• e-Mail is easy, but not always effective
• How current is that website?
• This PDF is too big-- (not optimized for email or
  web)
• How will we measure success?
• How many people will actually GET this, let alone
  read it

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The Trouble with Email

• Beware spam filters, stripping of attachments,
  incompatible email programs, black lists
• Broadcast email is a good thing, but only as good
  as your list and message

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Broadcast Email

• Use broadcast email effectively
• succinct, crisp writing
• good design/ formatting
• link to online content
• limited graphics/photos

18
Options and Services

• Constant Contact
• Kintera (integrated suites)
• Proprietary systems, tied to CMS systems
• Bulk Mailer software/Outlook

19
Integrate Email w/ Website

• Workflow considerations
• Dont send users to out-of-date site
• Update your website first, then create an
  abstract for the newsletter

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Format Matters

• E-newsletter format- be consistent with identity/
  design
• Reinforce key messages, but stick to readable
  articles
• Judicious use of images

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Integrating Web Email

• Retain your identity

E-mail
Website page
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Features, Ease of Use
Links to the site
Update contact info/opt-out
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Database Systems (CMS )
Custom integration, relational DB systems
A database pulls all NEW content from all pages,
aggregates on one page (an element). Page is
not displayed on site. Editor creates ONE link
in newsletter, and all new resource articles
display, as links to specific pages
24
E-tiquette

• Permission marketinginitial email blast invite
  users to sign-up or opt-out
• Ask your audience what they want to receive
  (segment)

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PPL Shop Simple, Effective
Simple message, direct
Update, Opt-Out Privacy
Access to click through rates Bounces, etc.
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Learn from User Behavior
Use click through data to refine and revisit
your message and website, look for trends in use.
Clean up your lists.
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Make it Easy to Join, Easy to Manage
.
Website sign-up form, info goes to CC database
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Website/Email Work Together

• Archive past issues of newsletters
• Stories on website should be more in-depth, add
  images, content
• Cross-reference past newsletters

29
Message Boards/ Bulletin Boards

• Use message boards when people want to
  collaborate or communicate
• Reduce barriers to entry start small, low-risk
  usage
• Internal and external uses

30
PPL Interoffice Message Board

• When you want to reduce interoffice email
  overload, For Sale, etc., or when you want to
  collect information

31
Push, or Pull?

• Push content comes from mgmt, pull comes
• from staff, members, community
• Push Human resources, approved documents and
  graphics, announcements, minutes from meetings,
  etc.
• Pull input from members or staff, connect
  communities of interest

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Online Communities
Level 1- camps
Level 2- user groups
Level 3- chatter
33
Listservs vs Message Boards

• Do users really want to visit a website?
• Do users want to cross topic and group lines?
• Do you want users to see contextual information,
  or just messages?

34
Listservs

• Cheap, free,easy to manage
• Listservs only reach members
• Use when people just want updates and messages

35
Resources
Ann Treacy http//www.treacyinfo.com/
Catherine Settannihttp//www.settanni.com

• Constantcontact.com (email)
• Kintera.com (integrated suite)
• Discusware.com (msg. Board)