Final+Workshop+II

=Workshop 2: Developing a Strategic Online Presence=

Learning Objectives

 * To be able to create, setup, and manage the basics aspects of a blog
 * To understand the importance of considering usability in developing an online presence
 * To know how to resize an image to the proper resolution for the Web

Icebreaker
To determine participants' level of knowledge about blogs

What Is Blogging?
Exercise: Create a template blog
 * Define blogging and trainers collect and give examples of local blogs and/or famous blogs
 * Define what a website is
 * NEED A HANDOUT: Explain the difference between websites and blogs

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Also, see: help.blogger.com and Arabic help

Usability & Image Optimization

 * Usability and image optimization
 * Exercise: Improve the template blog
 * Exercise: Resize an image

**101 Guide to Usability & Image Optimization**
media type="custom" key="8572830" Find an image through search.creativecommons.org or Flickr or take an image from your camera and resize it with Web Resizer.
 * Exercise: Resizing Images &** **Finding Images through Creative Commons and/or Flickr**

Homework: Start thinking about goals, audience, and messages for your NGO's blog

Learning Objectives

 * To be able to write credibly for the web
 * To be able to write for increased usability
 * To understand the importance of commenting as a first step of engaging with others online

**Writing for the Web: Principles of Writing**

 * A session on best practices of writing for the web, including:
 * Checking facts
 * Evaluating sources for credibility
 * Making sure to mention references and attribute information

NERMINE WILL ALSO UPLOAD RESOURCES ON WRITING FOR THE WEB THAT SHE HAS.

Writing for the Web: Principles of Posting & Commenting

 * Posts should be between 300-600 words
 * Good linking practices: Link to action words and strong nouns; don't create links by writing "Click here ."
 * Write short paragraphs
 * Use blockquotes to quote from other articles
 * Leave constructive comments

Exercise: Practice drafting a post for your blog.

**Extending Your Blog (optional; also fits in Workshop 3: Engagement Strategy and Social Networks)**
If you're using Twitter or Facebook Pages, you may want to consider integrating these platforms with your blog by cross-posting between accounts as described in the short guide below**.** =

Day 3: Creating a Content Strategy=

Learning Objectives

 * To know what a content strategy is
 * To develop a content strategy for your online presence

A content strategy sets forth a plan for the kind of material you publish online, including text, pictures, video, etc., based on your communications/campaign goals. It is a part of your overall strategy for your online presence, which you defined in the first workshop.
 * Define a Content Strategy**

Recall from Beth and Mary that messages/content are constructed with hooks (why I am coming to your website or blog), actions (what I will do/how I will engage on your website or blog), and promises (what will happen if I engage with you on your website or blog).

Remember that you need to deliver on your promise or else you will risk losing your audience/supporters. It's especially important to note that complex content strategies that require special skills or lots of pre- or post-production take more resources to implement and maintain.

Try to plan SMART-ly:
 * Specific
 * Measurable
 * Achievable
 * Realistic
 * Timely

Exercise: Analyzing Web Presences Show one case study or example in front of the whole group, pointing out the major aspects of it, including what works and what doesn't. Then, divide into smaller groups and give each group a link to explore and evaluate according to the criteria in the presentation. Be sure to note:
 * Goals
 * Audiences
 * Messages (hook, action, promise)
 * Types of content

Steps to Defining a Content Strategy

 * 1) Define your content goal
 * 2) Define your audience
 * 3) Brainstorm keywords, topics for your content
 * 4) Brainstorm types of media for delivering your content (text, audio, video)
 * 5) Reviewing and [CAN'T READ]
 * 6) Content tasks and response
 * 7) Resources: Media, Bloggers Networks, Journalists

Exercise: Brainstorm content for participant blogs

Begin to Measure Your Success

 * Getting Started with Google Analytics (PDF)

NOTES: More materials needed.

Assignment

 * Complete your content strategies with your team
 * Post to your blog three times before the next workshop
 * Continue optimizing the usability of your blog