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Online communication for Social Enterprises


    

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Introduction:
– The importance of Online Communication for Social
Enterprises
Module 1:
– Online Audiovisual and ICT tools &# resources
available to boost online presence
Module 2:
– Online Social Networking for Social Enterprises

Introduction:
The importance of online communicationfor social enterprises
With fierce competition in today’s marketplace, social enterprises are developing effective communication approaches to ensure their goals. Keeping effective communication is essential for every social enterprise to performany profit and non-profit activity. But in order to succeed in this aspect, first of all you have to define yourcommunication strategy, which is a clear definition of who you are and what you offer. Nothing more. And nothing less.
Here are some clues to strengthen your approaches to communication:

State who you are and be consistent. Identify words and phrases that characterize your Social Enterprise. What does your current brand identity say about you? What themes emerge? Remember that your Social Enterprise is much more than just a logo; it is the connection that you have with your key audiences and includes all of the attributes that define your organization’s essence and all the important work it does in every single occasion.  A SWOT analysis can be extremely useful in this sense.

Create your message. First of all, you want to transmit the message and recognize the essence of your Social
Enterprise, i.e., your message should communicate its mission and vision. Highlight the benefits and minimize the real and perceived challenges for your audience.

Know your audience. Who are you talking to? Who can help you with your mission? Sometimes we want to please everyone who interacts with our organization, but prioritizing is essential. Determine your top three audiences. What are their demographics and what are their motivations? Then, determine what you want from each audience. Create a list of key stakeholders who will help you identify the needs, perspectives and areas of improvement for your organization. 

Spread your message. Define the best marketing activities to foster your organization. Be sure they offer the correct approach in reaching your key audiences. Activities might include media publications, direct emailing, corporate sponsorship or special events. Also, creating a newsletter is a great way to let interested parties know about your Social Enterprise’s recent accomplishments, current projects, and future goals. Communication is a task and a responsibility. Your communications are only as strong as those delivering them. Make sure that each member of your staff, board, and volunteer program has a clear understanding of the message points, and knows how to deliver them. Evaluate. Make sure that you have assessed all aspects of your brand. Do they meet the needs of each audience? Are they coherent? Make sure that each piece reinforces a consistent communications platform. It is important to evaluate your successes and critical challenges on a regular basis, to ensure that stumbling blocks are addressed, successes are shared and built upon, and that key audiences are engaged. Be honest about changes that need to be made, and make them. Organisation vs. cause. Most social enterprises focus on promoting their organisation instead of the cause. While the former is necessary, it fails to make a personal connect. The trick to good organisational visibility is to allow people to understand your vision and not just your venture. Cause-driven organisations enjoy a high-recall value and have often sailed the social media wave effortlessly.

Module 1:
Online Audiovisual and ICT tools &# resources available to boost online presence

1) Content Tools and Resources
Success vs. excess. Social enterprises can make the mistake of prioritising reach while building online
communities. Scheduling tools for Twitter and Facebook adverts are seen as fantastic, easy options to reach big numbers. But this doesn't help in driving engagement, which is crucial to sustaining online communities. If there is an excess of information, it's possible to misinterpret those numbers that organisations think they are reaching. The more relevant, interesting, and even engaging the content that you share or publish, the more your target audience will view you as a trustworthy source of information and not just a provider of a product or service. That perception builds trust, helps with branding, and enhances your customer relationships. Content curation is the practice of seeking out and sharing content with your users that you believe is relevant to them. It can be done through your Wordpress blog, email marketing with Mailchimp for example, your website, or social media channels. The key to successful content development is to find information that is both useful to your audience, trendy and consistent with your branding.

Blog consistently! Twice a week or more is ideal, but if you can only commit to blogging once a week or twice a month, then do it! A regularly updated blog shows that your company is active and has valuable information to share. Google will also index your site more favorably if it has regular updates. An effective tool for staying on top of your blogging efforts is CoSchedule.

There are tools available to help you find and share great content online.

BuzzSumo
will bring you posts on trending topics quickly. All you need to do is insert the relevant keywords to do a topic search.

Storify. You can go to storify and search for "stories" (content from social media) that other people have created to share with your audience. You can also create your own stories from your own social accounts, in essence curating your own content.

Scoop.It. If you use the free version of this tool, you can enter a topic that is relevant to your audience, and it will provide you with trending articles along with articles on topics that also might be of interest to your followers. You'll be able to share these through two social media profiles.
They are all quite interesting to make your website and social media content more robust, and add value to your website and social media pages. Your audience will appreciate having a wider selection of relevant content you've curated

2) SEO Tools &# Resources
Website positioning or Search Engine Optimization (SEO) is the process of adapting items of a website to achieve optimal rankings within search engines for specific keywords and search phrases. There is no unique action in Search Engine Optimization that really makes a website rank higher, but it is rather the combined effect of many elements working together. Good website positioning is key to increasing your website traffic, online lead generation and/or sales.

Here are the some steps to improve your search engine positioning:

Site Structure: A solid site structure is very important. Creating a site that is easily read and navigated by the search engines is imperative. To adequately structure your website you must "think like a search engine spider" which is not too difficult. A search engine spider reads your web site like you would read a book. It starts at the top left, reads across, and then moves down. Priority must be given then, to what you place near the top of your page, that is why logos are usually in that position.

Metatags: Metatags are located in the HTML source code of a web page that detail general information about a web site/page. Some information is also scanned by portals, directories, and search engines and is also listed in the web site´s description, such as < title>, and add metadata to images: with the < alt > < title> tag and include/reinforce keywords.

Optimization: You need to choose your keywords. This is perhaps the most important step, as incorrectly targeting phrases can result in traffic that is not interested in your product. Once you have your keyword targets, your content created and your site structure established you must move on to the most obvious step, the optimization of your content. As noted above, a spider places importance on what it reads highest on the page, therefore it is smart to begin with a sentence that includes your targeted phrase. That said, squeezing in keywords in the hope that it will add weight to your page generally doesn´t work. The term "keyword density" refers to the percentage of your content that is made up of your targeted keywords. The rule is: put your keywords in the content as much as you can while keeping it readable to a human visitor.

Internal Linking: To ensure that your website gets fully indexed you have to make sure that the spiders have an easy path through your website. Text links make the best choice as the anchor text (the actual words used to link to a specific page).
Add relevancy to that page for the words used to link to it. Make sure you create a sitemap to all your internal pages and link to it from your homepage in order to increase indexing.

Human Testing: So now you have your site, it´s optimized and you have your navigation in place. The next step is to present it to someone who has never seen your site. What part of your content is valuable to your audience? Ask them to find specific sections and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones.

Monitoring: You will have to monitor the major search engines for your targeted phrases. Also, you will need to review your stats to see where your traffic is coming from and what search terms are being used to find you.

Publish targeted press releases – Over time, sharing news about your Social Enterprise activity will give you a reputation and will boost your online presence
Invest in PPC…if it is the case – Pay-per-click advertising is a great way to drive traffic to your site and increase awareness of your brand. Consider starting a campaign on Google Adwords or using Facebook
Ads for Business to get some initial traction. Yet make sure you have a real product/marketing action to promote otherwise you will pay money without any ROI.
Think mobile friendly – Google’s newest update will penalize sites that are not mobile friendly. Make sure your website is easy to view and easy to use on all mobile devices: smartphones, tablets, etc.
Boosting your online presence can be time consuming, but it is effort well spent for the long and short-term vision of your company!

3) Audiovisual Tools &# Resources
A great presentation can help you win pitches and influence people and if you publish it in scribd.com or similar presentations platform you will boost your online presence. Here are some free tools to help you.

Prezi is a sexy online presentation creation tool that lets you use images (FYI: some royalty free sources are freepik.com,flaticon.com, flicker.com), videos, objects or simple text, and animate them using a wide range of effects. It supports all the major mobile and desktop platforms and allows you to run your presentations as executable files as well. The finishedpresentations can also be shared directly from Prezi on all major social networks.
Zoho Show is a web-based tool that comes with all you need to design highly stylish presentations, and is available in both free and paid versions. You can use one of the pre-designed templates or import your own PowerPoint presentations and edit them online. Zoho Show also gives you the option to publish your presentations in a variety of formats including HTML, PDF,and PowerPoint.
Knovio. This free online video based presentation tool lets you add your video in a small window adjacent to the main presentation. You can either read out the whole presentation for your audience or add explanations on selected points to increase the effectiveness of your presentations. Knovio allows you to import existing PowerPoint presentations or create entirely new ones, and gives you all the basic designing and editing features needed to create highly interactive presentations.

Module 2:
Online Social Networking for Social Enterprises

Everyone is using social media these days- and some are doing it better than others. Social entrepreneurs, in particular, are taking advantage of the audience, reach, and potential virality of the vast array of mediums to spread the news for better results, and longer-lasting initiatives. Social entrepreneurship is defined as practical, innovative and sustainable approaches to benefit society in general. So why should such social entrepreneurs use social media?
Communication: Social media networking is a powerful tool as it enables people, brands and companies to interact with their target audiences in a meaningful, personalized and helpful way. Today, no business can survive without a powerful online presence, and social entrepreneurs know this to be true. Social Entrepreneurs can use social media for a variety of purposes such as raising awareness or empowering their audience to change and participate in their efforts to make a difference. They also can use social media to raise funds and rally others to their cause.
Social media is now an essential tool for every business, even if they’re in the business of changing society!

It’s cost effective: Social media networking is a low-cost tool that enables people to communicate with a large audience.
Social entrepreneurs can share meaningful stories and report on their activity. On platforms like Facebook, Instagram, Pinterest and Twitter, they can share pictures of themselves or their staff in action, getting their audience to connect with them while discovering what they do in the field. This is a key point for these organizations because talking about a cause is nothing compared to doing something about it.
Note: The key is to identify the exact space where social entrepreneurs can communicate their core message. Social media platforms can often tempt with numbers, but there's often more to numbers than meets the eye. And even if it is important to make the most of those online tools, it is also highly recommended to use them properly!

Monitor social channels – Always keep an eye on what others are posting about your business on various social channels. Thank users for praise and address any negativity or concerns. There’s a real art to this, though—don’t fall victim to unproductive back-and-forth. Hootsuite is the best in social media monitoring tools. Be active on social media – Shout it from the mountaintops—in other words, from your Facebook page. Post content on the social media channels that make sense for your business, and also take the time to read and comment on what others post. An effective tool for staying on top of your social media marketing is Buffer. Brand Yourself is a way to boost the SEO of your personal branding. It allows you to submit webpages of your choosing whether they be social media profiles, blogs, business pages or what have you. Brand Yourself then works to help make sure that these are the first pages anyone sees when they punch your name into Google, with the possibility of burying any negative results, by paying for it. 


 Introduction

The importance of Online Communication for Social Enterprises

  Section 1 Clic to read


 Module 1:

Online Audiovisual and ICT tools & resources available to boost online presence

  1 Content Tools and Resources Clic to read

  2 SEO Tools & Resources Clic to read

  3 Audiovisual Tools & Resources Clic to read


 Module 2:

Online Social Networking for Social Enterprises

  Why should we use social networking? Clic to read

Introduction:
– The importance of Online Communication for Social
Enterprises
Module 1:
– Online Audiovisual and ICT tools &# resources
available to boost online presence
Module 2:
– Online Social Networking for Social Enterprises

Introduction:
The importance of online communicationfor social enterprises
With fierce competition in today’s marketplace, social enterprises are developing effective communication approaches to ensure their goals. Keeping effective communication is essential for every social enterprise to performany profit and non-profit activity. But in order to succeed in this aspect, first of all you have to define yourcommunication strategy, which is a clear definition of who you are and what you offer. Nothing more. And nothing less.
Here are some clues to strengthen your approaches to communication:

State who you are and be consistent. Identify words and phrases that characterize your Social Enterprise. What does your current brand identity say about you? What themes emerge? Remember that your Social Enterprise is much more than just a logo; it is the connection that you have with your key audiences and includes all of the attributes that define your organization’s essence and all the important work it does in every single occasion.  A SWOT analysis can be extremely useful in this sense.

Create your message. First of all, you want to transmit the message and recognize the essence of your Social
Enterprise, i.e., your message should communicate its mission and vision. Highlight the benefits and minimize the real and perceived challenges for your audience.

Know your audience. Who are you talking to? Who can help you with your mission? Sometimes we want to please everyone who interacts with our organization, but prioritizing is essential. Determine your top three audiences. What are their demographics and what are their motivations? Then, determine what you want from each audience. Create a list of key stakeholders who will help you identify the needs, perspectives and areas of improvement for your organization. 

Spread your message. Define the best marketing activities to foster your organization. Be sure they offer the correct approach in reaching your key audiences. Activities might include media publications, direct emailing, corporate sponsorship or special events. Also, creating a newsletter is a great way to let interested parties know about your Social Enterprise’s recent accomplishments, current projects, and future goals. Communication is a task and a responsibility. Your communications are only as strong as those delivering them. Make sure that each member of your staff, board, and volunteer program has a clear understanding of the message points, and knows how to deliver them. Evaluate. Make sure that you have assessed all aspects of your brand. Do they meet the needs of each audience? Are they coherent? Make sure that each piece reinforces a consistent communications platform. It is important to evaluate your successes and critical challenges on a regular basis, to ensure that stumbling blocks are addressed, successes are shared and built upon, and that key audiences are engaged. Be honest about changes that need to be made, and make them. Organisation vs. cause. Most social enterprises focus on promoting their organisation instead of the cause. While the former is necessary, it fails to make a personal connect. The trick to good organisational visibility is to allow people to understand your vision and not just your venture. Cause-driven organisations enjoy a high-recall value and have often sailed the social media wave effortlessly.

Module 1:
Online Audiovisual and ICT tools &# resources available to boost online presence

1) Content Tools and Resources
Success vs. excess. Social enterprises can make the mistake of prioritising reach while building online
communities. Scheduling tools for Twitter and Facebook adverts are seen as fantastic, easy options to reach big numbers. But this doesn't help in driving engagement, which is crucial to sustaining online communities. If there is an excess of information, it's possible to misinterpret those numbers that organisations think they are reaching. The more relevant, interesting, and even engaging the content that you share or publish, the more your target audience will view you as a trustworthy source of information and not just a provider of a product or service. That perception builds trust, helps with branding, and enhances your customer relationships. Content curation is the practice of seeking out and sharing content with your users that you believe is relevant to them. It can be done through your Wordpress blog, email marketing with Mailchimp for example, your website, or social media channels. The key to successful content development is to find information that is both useful to your audience, trendy and consistent with your branding.

Blog consistently! Twice a week or more is ideal, but if you can only commit to blogging once a week or twice a month, then do it! A regularly updated blog shows that your company is active and has valuable information to share. Google will also index your site more favorably if it has regular updates. An effective tool for staying on top of your blogging efforts is CoSchedule.

There are tools available to help you find and share great content online.

BuzzSumo
will bring you posts on trending topics quickly. All you need to do is insert the relevant keywords to do a topic search.

Storify. You can go to storify and search for "stories" (content from social media) that other people have created to share with your audience. You can also create your own stories from your own social accounts, in essence curating your own content.

Scoop.It. If you use the free version of this tool, you can enter a topic that is relevant to your audience, and it will provide you with trending articles along with articles on topics that also might be of interest to your followers. You'll be able to share these through two social media profiles.
They are all quite interesting to make your website and social media content more robust, and add value to your website and social media pages. Your audience will appreciate having a wider selection of relevant content you've curated

2) SEO Tools &# Resources
Website positioning or Search Engine Optimization (SEO) is the process of adapting items of a website to achieve optimal rankings within search engines for specific keywords and search phrases. There is no unique action in Search Engine Optimization that really makes a website rank higher, but it is rather the combined effect of many elements working together. Good website positioning is key to increasing your website traffic, online lead generation and/or sales.

Here are the some steps to improve your search engine positioning:

Site Structure: A solid site structure is very important. Creating a site that is easily read and navigated by the search engines is imperative. To adequately structure your website you must "think like a search engine spider" which is not too difficult. A search engine spider reads your web site like you would read a book. It starts at the top left, reads across, and then moves down. Priority must be given then, to what you place near the top of your page, that is why logos are usually in that position.

Metatags: Metatags are located in the HTML source code of a web page that detail general information about a web site/page. Some information is also scanned by portals, directories, and search engines and is also listed in the web site´s description, such as < title>, and add metadata to images: with the < alt > < title> tag and include/reinforce keywords.

Optimization: You need to choose your keywords. This is perhaps the most important step, as incorrectly targeting phrases can result in traffic that is not interested in your product. Once you have your keyword targets, your content created and your site structure established you must move on to the most obvious step, the optimization of your content. As noted above, a spider places importance on what it reads highest on the page, therefore it is smart to begin with a sentence that includes your targeted phrase. That said, squeezing in keywords in the hope that it will add weight to your page generally doesn´t work. The term "keyword density" refers to the percentage of your content that is made up of your targeted keywords. The rule is: put your keywords in the content as much as you can while keeping it readable to a human visitor.

Internal Linking: To ensure that your website gets fully indexed you have to make sure that the spiders have an easy path through your website. Text links make the best choice as the anchor text (the actual words used to link to a specific page).
Add relevancy to that page for the words used to link to it. Make sure you create a sitemap to all your internal pages and link to it from your homepage in order to increase indexing.

Human Testing: So now you have your site, it´s optimized and you have your navigation in place. The next step is to present it to someone who has never seen your site. What part of your content is valuable to your audience? Ask them to find specific sections and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones.

Monitoring: You will have to monitor the major search engines for your targeted phrases. Also, you will need to review your stats to see where your traffic is coming from and what search terms are being used to find you.

Publish targeted press releases – Over time, sharing news about your Social Enterprise activity will give you a reputation and will boost your online presence
Invest in PPC…if it is the case – Pay-per-click advertising is a great way to drive traffic to your site and increase awareness of your brand. Consider starting a campaign on Google Adwords or using Facebook
Ads for Business to get some initial traction. Yet make sure you have a real product/marketing action to promote otherwise you will pay money without any ROI.
Think mobile friendly – Google’s newest update will penalize sites that are not mobile friendly. Make sure your website is easy to view and easy to use on all mobile devices: smartphones, tablets, etc.
Boosting your online presence can be time consuming, but it is effort well spent for the long and short-term vision of your company!

3) Audiovisual Tools &# Resources
A great presentation can help you win pitches and influence people and if you publish it in scribd.com or similar presentations platform you will boost your online presence. Here are some free tools to help you.

Prezi is a sexy online presentation creation tool that lets you use images (FYI: some royalty free sources are freepik.com,flaticon.com, flicker.com), videos, objects or simple text, and animate them using a wide range of effects. It supports all the major mobile and desktop platforms and allows you to run your presentations as executable files as well. The finishedpresentations can also be shared directly from Prezi on all major social networks.
Zoho Show is a web-based tool that comes with all you need to design highly stylish presentations, and is available in both free and paid versions. You can use one of the pre-designed templates or import your own PowerPoint presentations and edit them online. Zoho Show also gives you the option to publish your presentations in a variety of formats including HTML, PDF,and PowerPoint.
Knovio. This free online video based presentation tool lets you add your video in a small window adjacent to the main presentation. You can either read out the whole presentation for your audience or add explanations on selected points to increase the effectiveness of your presentations. Knovio allows you to import existing PowerPoint presentations or create entirely new ones, and gives you all the basic designing and editing features needed to create highly interactive presentations.

Module 2:
Online Social Networking for Social Enterprises

Everyone is using social media these days- and some are doing it better than others. Social entrepreneurs, in particular, are taking advantage of the audience, reach, and potential virality of the vast array of mediums to spread the news for better results, and longer-lasting initiatives. Social entrepreneurship is defined as practical, innovative and sustainable approaches to benefit society in general. So why should such social entrepreneurs use social media?
Communication: Social media networking is a powerful tool as it enables people, brands and companies to interact with their target audiences in a meaningful, personalized and helpful way. Today, no business can survive without a powerful online presence, and social entrepreneurs know this to be true. Social Entrepreneurs can use social media for a variety of purposes such as raising awareness or empowering their audience to change and participate in their efforts to make a difference. They also can use social media to raise funds and rally others to their cause.
Social media is now an essential tool for every business, even if they’re in the business of changing society!

It’s cost effective: Social media networking is a low-cost tool that enables people to communicate with a large audience.
Social entrepreneurs can share meaningful stories and report on their activity. On platforms like Facebook, Instagram, Pinterest and Twitter, they can share pictures of themselves or their staff in action, getting their audience to connect with them while discovering what they do in the field. This is a key point for these organizations because talking about a cause is nothing compared to doing something about it.
Note: The key is to identify the exact space where social entrepreneurs can communicate their core message. Social media platforms can often tempt with numbers, but there's often more to numbers than meets the eye. And even if it is important to make the most of those online tools, it is also highly recommended to use them properly!

Monitor social channels – Always keep an eye on what others are posting about your business on various social channels. Thank users for praise and address any negativity or concerns. There’s a real art to this, though—don’t fall victim to unproductive back-and-forth. Hootsuite is the best in social media monitoring tools. Be active on social media – Shout it from the mountaintops—in other words, from your Facebook page. Post content on the social media channels that make sense for your business, and also take the time to read and comment on what others post. An effective tool for staying on top of your social media marketing is Buffer. Brand Yourself is a way to boost the SEO of your personal branding. It allows you to submit webpages of your choosing whether they be social media profiles, blogs, business pages or what have you. Brand Yourself then works to help make sure that these are the first pages anyone sees when they punch your name into Google, with the possibility of burying any negative results, by paying for it. 





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