A blog or a bucket?

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Charlie Peverett, Neo
PR in the digital age conference
www.charitycomms.org.uk/events

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  • http://www.flickr.com/photos/davidw/2063575447/
  • Sensible. So much so 2005.
  • Also true.
  • So Andrew, I know you’ve moved on since saying this. But, you know.
  • Oof! Truth in a tweet from Content Malcontent (and former iCrossing head of content) Tamsin Bishton Hemingray.
  • [albeit a clever, self-distributing bucket]
  • http://www.flickr.com/photos/nseika/6376364681/sizes/l/
  • Some of us will always be more interested in the bucket.But unless you’re a bucket fancier. http://www.flickr.com/photos/eepaul/6860515636/sizes/l/
  • Some of us will always be more interested in the bucket.http://www.flickr.com/photos/eepaul/6860515636/sizes/l/
  • Some of us will always be more interested in the bucket.http://www.flickr.com/photos/eepaul/6860515636/sizes/l/
  • It’s what’s in the bucket that we usually care about.
  • I think this is worth a few moments. Because it tells us about how digital is developing, and how easy it is to get caught in old language. http://www.flickr.com/photos/nromagna/5643588854/
  • 1. Blogs have been godsends to frustrated web editors of rubbish CMS systems.
  • 2. Not a good enough reason to actually do it.
  • I think this is worth a few moments. Because it tells us about how digital is developing, and how easy it is to get caught in old language. http://www.flickr.com/photos/nromagna/5643588854/
  • If I’m talking to editorial people here I will mention pain first. If I’m talking to non-editorial marketers I’ll probably replace ‘pain’ with ‘money’. Both statements work.
  • When we could see a blog project becoming a free-for-all, a dumping ground for content that’s doesn’t fit anywhere else, this is how we sometimes describe it. Specifically, in the editorial team I used to work in we used to sing it to each other to the tune of the Moonpig.com TV adverts. http://www.flickr.com/photos/mikko_luntiala/5068157476/
  • Because blogs are so flexible, and host most kinds of content easily, it’s tempting to put stuff there *simply because you can* rather than because you should. Hence shitpot.com.
  • Lots of specialist platforms have sprung up – depending on what you have to say and what content you have to share, one or more of these may be a much better alternative to standard blogging.
  • And you’ll have a strong idea of what should – and shouldn’t – be on it.
  • Long-term value on-site content Guest spots on established sites Good old email Twitter / Pinterest / Youtube / etcContent curation
  • Anyone know this blog? Want to tell us why it’s any good?“About us: this blog is written by people in Shelter's policy and campaigning teams in England. Our aim is to promote discussion on housing policy issues.”“It’s overwhelmingly led by early-career professionals writing interesting pieces about their projects and what they know about the story behind today’s headlines, rather than being directed by the organisation’s strategy and management. We use it to add detail for interested audiences – and almost everyone discovers it from twitter, after our people have seeded it from their personal accounts, or from deep search when they are looking for particular info. It’s great for helping to rebut false assumptions, react to breaking news in more detail than a press release or line allows and help people find more information without having to read a policy report.” Antonia Bruce, Head of Campaigns at ShelterInteresting to note: Hardly attracts any comments. Does this matter?My take:FocusedUp to dateWell written Well presented Insightful Authoritative
  • Anyone know this blog? Want to tell us why it’s any good? Joseph (ECF list member)* regular posting * bang on messaging* diverse (but still within key aims) topics - rights of way, best paths, personal travels, idiosyncrasies of walking, etc....* that much desired but rarely found air of busy to and fro community that makes reading the blogs interesting and attractive to Ramblers and non-Ramblers alike.My take: Well-writtenHumourFriendly Intriguing Up to date
  • GOSH – mixed bag…?
  • “When we come to do a print newsletter or an email on a topic, we always have a bank of ready-made and up-to-date articles to reprint or link to, all linked to our current work and campaign priorities. We’ve had a lot of very positive feedback for our printed members’ newsletter since we launched the blog, simply because the content we have to draw on is so much better.”
  • Content-focused components1) Substance—What kind of content do we need (topics, types, sources, etc.), and what messages does content need to communicate to our audience? 2) Structure—How is content prioritized, organized, formatted, and displayed? (Structure can include communication planning, IA, metadata, data modeling, linking strategies, etc.) People-focused components 3) Workflow—What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality? 4) Governance—How are key decisions about content and content strategy made? How are changes initiated and communicated?C Brain Traffic
  • http://www.flickr.com/photos/davidw/2063575447/
  • I want to marry Flickr and everyone on it.
  • A blog or a bucket?

    1. 1. A blog or a bucket? Charlie Peverett Head of Digital, Neo @weareneo #ccdigital
    2. 2. Definition of ‘blog’ #1 A contraction of „web log‟ A diary-style way to publish content easily to the web Typically displaying the most recent post first Usually enabling readers to add their comments @weareneo #ccdigital
    3. 3. Definition of ‘blog’ #2 A revolutionary democratisation of the process of publishing content that has the potential to empower people across the globe to tell their stories and express their opinions @weareneo #ccdigital
    4. 4. Definition of ‘blog’ #3 Mainly created by "bald, cauliflower-nosed, young men sitting in their mothers‟ basements and ranting”. – Andrew Marr, Oct 2010 @weareneo #ccdigital
    5. 5. Definition of ‘blog’ #4 …our main website is still too sh*t to add anything to it regularly so we'll dump stuff here instead and hope someone notices. Tamsin Bishton-Hemingray (Content Malcontent) @weareneo #ccdigital
    6. 6. The blog is a bucket @weareneo #ccdigital
    7. 7. Buckets are great @weareneo #ccdigital
    8. 8. @weareneo #ccdigital
    9. 9. Some of us will always be more interested in the bucket @weareneo #ccdigital
    10. 10. but for most of us…. @weareneo #ccdigital
    11. 11. @weareneo #ccdigital
    12. 12. It’s what’s in the bucket that counts @weareneo #ccdigital
    13. 13. How did we get distracted by buckets? @weareneo #ccdigital
    14. 14. How did we get distracted by buckets? 1. The blog saved me from death by CMS @weareneo #ccdigital
    15. 15. How did we get distracted by buckets? 2. My boss heard about blogging… @weareneo #ccdigital
    16. 16. How did we get distracted by buckets? 3. It seemed like a good idea at the time @weareneo #ccdigital
    17. 17. In short… The success of your blog is increasingly tied to what you say - not merely the fact that you‟ve chosen to speak @weareneo #ccdigital
    18. 18. In short… Alternative platforms may suit your objectives better @weareneo #ccdigital
    19. 19. In short… Thinking hard first saves pain later @weareneo #ccdigital
    20. 20. In short… We‟re seeking to avoid the fate of thousands of organisational blogs. @weareneo #ccdigital
    21. 21. Blogs with archives that look something like this • Here‟s a video interview of our chief exec visiting Africa • Here‟s a press release about our campaign • [huge gap between posts; tumbleweed] • Pictures of us in the office eating cake • I posted this to get fundraising off my back! • [something else, can‟t remember what] @weareneo #ccdigital
    22. 22. It‟s a place where content goes to die. A mishmash of bloggery-pokery for which the technical term is: @weareneo #ccdigital
    23. 23. Sh*tpot.com @weareneo #ccdigital
    24. 24. ♪ ♪ ♪ ♪ Sh*t-pot-dot-com
    25. 25. The solution? @weareneo #ccdigital
    26. 26. Blog @weareneo #ccdigital
    27. 27. • In early stages of planning, ban the word „blog‟ @weareneo #ccdigital
    28. 28. • In early stages of planning, ban the word „blog‟ • Replace „blogging‟ with „being interesting and relevant on a frequent basis‟ @weareneo #ccdigital
    29. 29. • In early stages of planning, ban the word „blog‟ • Replace „blogging‟ with „being interesting and relevant on a frequent basis‟ • See if the conversation goes somewhere different @weareneo #ccdigital
    30. 30. Ban the blog Reason 1: You‟ll focus more on the purpose, less on the bucket @weareneo #ccdigital
    31. 31. Ban the blog Reason 2: You‟ll consider other options for publishing, distributing and framing your content @weareneo #ccdigital
    32. 32. Ban the blog Reason 3: If you do settle on the need for a blog of some kind it will be a positive decision @weareneo #ccdigital
    33. 33. It‟s a case of moving from a reactive model to a strategic one @weareneo #ccdigital
    34. 34. We need to produce more content / „be social‟ @weareneo #ccdigital
    35. 35. We need to produce more content / „be social‟ [knee jerk] @weareneo #ccdigital
    36. 36. We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! @weareneo #ccdigital
    37. 37. We need to produce more content / „be social‟ [knee jerk] We need to communicate smarter! vs I just signed up for Wordpress! @weareneo #ccdigital
    38. 38. We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! We need to communicate smarter! vs Why? To whom? Where? How?
    39. 39. We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! We need to communicate smarter! vs Why? To whom? Where? How? Main site Offsite Email Twitter Apps Blog
    40. 40. We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! We need to communicate smarter! vs Why? To whom? Where? How? Main site Offsite Email Twitter Apps Blog
    41. 41. We need to produce more content / „be social‟ [knee jerk] We need to communicate smarter! vs Why? To whom? Where? How? Main site I just signed up for Wordpress! [maybe] Offsite Email Twitter Apps Blog
    42. 42. If you do decide a blog is the right option, here are some good ways to get it right. @weareneo #ccdigital
    43. 43. What does a good blog look like? (with thanks to members of E-Campaigners Forum) @weareneo #ccdigital
    44. 44. Worth remembering: @weareneo #ccdigital
    45. 45. Worth remembering: Just as beauty is in the eye of the beholder… @weareneo #ccdigital
    46. 46. Worth remembering: Usefulness is in the eye of the user @weareneo #ccdigital
    47. 47. Worth remembering: And no-one says “I want to find a really good charity blog” (except in charity communications seminars) @weareneo #ccdigital
    48. 48. @weareneo #ccdigital
    49. 49. @weareneo #ccdigital
    50. 50. @weareneo #ccdigital
    51. 51. Anyone else want to tell us about a blog they admire, and why? @weareneo #ccdigital
    52. 52. Content strategy – the „quad‟ model @weareneo #ccdigital
    53. 53. Substance • Who‟s the audience? Definition is invaluable. • What kind of content do we need? • What topics are both interesting to this defined audience and relevant to organisational objectives? • Find out what users want using surveys (Google Forms, Survey Monkey), focus groups and web analytics. • Keep focused on what‟s important for the organisation, refer to high-level objectives (e.g. marketing, policy, PR) wherever possible @weareneo #ccdigital
    54. 54. Structure • How should this content be organised and presented? • What‟s the navigation and user experience? • Do we feature our authors? How? • How does this relate to the rest of our content, and our other digital channels and activities? @weareneo #ccdigital
    55. 55. Workflow • Who‟s going to make all this happen? • What are the skills, tools and processes required? • How much time and resource is needed? Realistically? • How does this impact on other activities and workflows? @weareneo #ccdigital
    56. 56. Governance • What oversight of the project is required? • How are key decisions about the objectives and content priorities made? • How is change managed and communicated? @weareneo #ccdigital
    57. 57. Tips & Tricks • Editorial meetings (weekly / fortnightly) • One-page briefs • An editorial calendar everyone can see and contribute to (e.g. Google Spreadsheet) • Feedback on success (ad hoc and structured) @weareneo #ccdigital
    58. 58. In summary • Make the case for a blog strategic • Define your audience well • Centre the content in the overlap between audience and organisational needs • Secure the buy-in and support it really needs • Understand how it‟s being used and go with the flow. @weareneo #ccdigital
    59. 59. Thanks Charlie Peverett Head of Digital, Neo @weareneo #ccdigital
    60. 60. Image credits Images reproduced under Creative Commons licence: Colourful stacked buckets image by Flickr user tanakawho licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/28481088@N00/670258156/ Buckets on sale in street image by Flickr user nSeika licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/nseika/6376364681/ Tennis court image by Flickr user EEPaul licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/eepaul/6860515636/ Cat in a bucket image by Flickr user nromagna licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/nromagna/5643588854/ Pissed off cat image by Flickr user Mikko Lumtiala licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/mikko_luntiala/5068157476/ @weareneo #ccdigital

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