Web Dissemination Strategy : Training @ Mostra Headquarters

Manuel Pueyo

May 2010

Web dissemination is a 3 STEP CYCLIC PROCESS

1. FIND THE TARGET2. APPROACH THE TARGET3. EVALUATE, REFINE AND

START CYCLE AGAIN

1) FIND THE TARGET: USE YOUR CONTACTS

Think about friends and contacts that work in the area of the material you want to promote. Ask them to give you a list of relevant webs and blogs.

1) FIND THE TARGET : SEARCH ENGINES

FIND KEYWORDS IN THE MATERIAL YOU HAVE TO DISEMINATE:

Key words are words used to search information in search engines. Keywords are not created but formed from human behaviour when searching for content on the web. Today’s keywords may not exist tomorrow because people do not employ them.

1) FIND THE TARGET: SEARCH ENGINES

ENLARGE YOUR LIST OF KEYWORDS:Use keywords suggestion tools

Google keyword tool Keywordtracker.

1) FIND THE TARGET: SEARCH ENGINES

USE YOUR KEYWORD LIST IN SEARCH ENGINES

1. Use Addictomatic: easy and simple way to get a dashboard that you can bookmark and keep and eye on daily. It will show latest tweets, blogs, and videos related to your search.

2. Use Google search.3. Use Google blogs.4. Use Twitter search. 5. Use Youtube.

1) FIND THE TARGET: CREATE A LIST

Create an excel list with all relevant sites you found in previous exercise. This list should include a section with comments to keep track of what is the dissemination status.

2) APPROACH THE TARGET: TAKE YOUR TIME

The more time you have, the easier you will succeed by regular, constant messages that require little effort. Start human conversations and relationships. This can be fun and even allow you to make longer term contacts that can be useful in other exercises.

No or little time? Create a standard message and spread it in comments section of blogs, contact emails and social media.

Knock Talk Ask

2) APPROACH THE TARGET: PLATFORM.

Blogs: leave a comment. Don’t forget to be human. Praise the author with standard sentences: I find the topic of your site very interesting…

Web: Send a formal request by email or fill the contact form.

Youtube: Discover who are the opinion leaders in the area you are promoting your video. Subscribe to their channel and start interacting with them.

2) APPROACH THE TARGET: PLATFORM

Twitter: Is the fastest and easiest way to contact people you do not know and direct people to links you want to promote. – Start by following people who have a lot of followers in your topic. – Wait and see if he/she follows you. – If he/she does and gives you permission to comment and reference

them. – Once you have his/her confidence, send him/her a DM asking to RT

your link.

2) APPROACH THE TARGET: PLATFORM With Twitter think of a catchy message in 140 characters

that makes people want to click. Be abstract, interesting, funny, creative.

2) APPROACH THE TARGET: PLATFORM Linkedin:

• Identify potentially interesting people or groups• Groups owner are also very interesting targets• Connect with them, engage conversation

2) APPROACH THE TARGET: PLATFORM Facebook:

• Identify potentially interesting people, pages or groups• Groups owner are also very interesting targets (page owners are

hidden)• Connect with them, engage

conversation, share the messageyou want to disseminate

3) EVALUATE REFINE AND START CYCLE AGAIN

See which keywords and topics had better acceptance. Example in the case of Health Inequalities. Social NGO’s were more keen that medical blogs

Attack those areas with more acceptance by another round of deeper keyword search.

Also make phone calls to contacted websites, making sure they got your mail. And asking reasons why.

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Contact Manuel Pueyo on Twitter @manuelpueyo

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