Communication across channels why, how when midwinter 2013

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This presentation was created in this form for the United Way Mid-Winter Conference in Madison, Wis. in 2013. Licensed under Creative Commons with attribution to: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/

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Communication across channels why, how when midwinter 2013

  1. 1. Communication Across Channels: Why, How & When United Way Mid-Winter Institute 2013 Madison, Wis.#uwmidwinter
  2. 2. Welcome! • Who is this guy (@ctrappe) ? Where I came from … where I’m heading ChristophTrappe.com ChristophsBlog.com#uwmidwinter UWECI.org
  3. 3. Rules, rules, rules! • Got a question? Ask it. That increases your chances of it being answered. • Share your thoughts, experiences, opinions, etc. • This session is on the record…  you can find the slides here: http://unitedwayofeastcentraliowa.org/marke ting/midwinter2013/#uwmidwinter
  4. 4. Today! Communicating across channels Takeaways: Understand the channels Your own step-by-step guide for a channel strategy Formatting content based on user expectation Measuring success#uwmidwinter
  5. 5. #uwmidwinter
  6. 6. #uwmidwinter
  7. 7. One more change: ZMOT#uwmidwinter
  8. 8. The Zero Moment of Truth#uwmidwinter
  9. 9. OMG! Really? Is this guy serious? We know that! But how do you implement this? We’ll get there… but let’s first look at channels today!#uwmidwinter
  10. 10. Channels#uwmidwinter
  11. 11. Channels#uwmidwinter
  12. 12. Which one is most important?#uwmidwinter
  13. 13. Channels • Latest buzzwords: Social, social, social…. Huh?Source: http://www.unleashed-technologies.com/blog/2013/02/11/2013-nonprofit-marketing-trends-you-need-knowNext page, too!#uwmidwinter
  14. 14. But, most important channel is…
  15. 15. But, but, but… social • United Way of East Central Iowa – Facebook: 1,124 followers. – Website: Since November 11: 50,000+ people visited website. (Not all internal . )#uwmidwinter
  16. 16. Channels and content • So, what does that mean: Website most important, but have to get to all channels. – As much as that’s possible: Some prioritization needed: There are hundreds of social networks! • How deep does content have to go?#uwmidwinter
  17. 17. Channels • Website: Three levels of content! – Level 1: Short and headlines … most people skim (and visit the homepage) – Level 2: A bit more detail: Video, transcript, etc. – Level 3: So much more … details, details, stats, etc.#uwmidwinter
  18. 18. User base visualization 120 100 80 Level 1 60 Level 2 40 Level 3 20 0 Users#uwmidwinter
  19. 19. Your brand voice • Before you can start, though, decide on your brand voice…. How do you want to come across? • Example for United Way in Cedar Rapids…#uwmidwinter
  20. 20. Brand voice Serious, but fun. But not silly! Definitely not markety!#uwmidwinter
  21. 21. What’s markety? • Avoid words like this: – This FANTASTIC event. – Everyone has/will have fun. – Biggest event ever. – The best – The fastest – The slickest From: ChristophsBlog.com#uwmidwinter
  22. 22. Channels - Website • Many would expect to be more formal. (Doesn’t mean has to be too formal!) • Needs to have all the info. (People come here to search for it, even when it’s not public. Example: Private event search) • People will find your content here through search and direct visits.#uwmidwinter
  23. 23. Channels - Social • Facebook: Pictures, pictures, pictures. • Twitter: Lots of updates. • YouTube: Short! Especially early on. • Don’t always link back to your website!#uwmidwinter
  24. 24. Channels - Billboards#uwmidwinter
  25. 25. Channels – News releases • Get to the point! • Write like you are writing to the journalist’s audience (allows copying and pasting) • Include contact info#uwmidwinter
  26. 26. Channels - TV • Be available. Don’t make people wait. • Answer questions in sound bites. “If you can’t explain simply you don’t understand it well enough” - Einstein#uwmidwinter
  27. 27. Channels - PrintPut everything in here… Just kidding!Also use Level 1 – 3 concept.How will people actually use it?#uwmidwinter
  28. 28. Channels – Emails Newsletters • Get to the point. • Keep it short. • Personalize. (Volunteer newsletter replies example)#uwmidwinter
  29. 29. Channels • Which ones did I miss? • How do you talk on them?#uwmidwinter
  30. 30. Channels – Never the right answer! Because we’ve done it like this!#uwmidwinter
  31. 31. But, but, but is it making money? • Who here has done print advertising? • TV? • Radio? How do you know that it makes money?#uwmidwinter
  32. 32. Hello? Does it make money? What’s the first light beer that comes to mind?#uwmidwinter
  33. 33. I’ve talked enough… • How do you measure success? Donations, sure … then community change … but how about channel specific. Take some time and think about this … then share in your group and then let’s talk about it.#uwmidwinter
  34. 34. Group discussion#uwmidwinter
  35. 35. Metrics • Websites (Google Analytics) – Visitors, pages per visit, etc. • Social – Klout.com (60 plus starts showing you have influence) – Kred Score (920+) – Metrics, Likes, etc.#uwmidwinter
  36. 36. Metrics• Email – Open rates – Click through (if applicable) – Donations (Email direct mail example)• Billboards/Print/Etc. – Surveys – Anecdotes
  37. 37. Managing all these channels • How are you going to do it?#uwmidwinter
  38. 38. Channel management • Produce once … distribute to different channels based on user expectation.#uwmidwinter
  39. 39. #uwmidwinter
  40. 40. Step 1 I’m out …. I don’t have a camera… Who said that? Anyone? Tools …#uwmidwinter
  41. 41. Step 2 • Transcript posted to website – Web searches (Adds content and keywords) – Makes it easier for you to find quotes, etc., for other channels. • No time for a transcript? Write down summary/highlights/best quotes from video!#uwmidwinter
  42. 42. Step 3 • Determine other uses (if you didn’t do that earlier) • Could depend on topic (Examples: KPACE, Powerball winner, campaign results)#uwmidwinter
  43. 43. #uwmidwinter
  44. 44. #uwmidwinter
  45. 45. Where to go from here… Any questions so far?#uwmidwinter
  46. 46. Where to go from here… • Storytelling class is tomorrow afternoon, but … who has a story to share? • Anyone has a story shared on all channels? • How about one shared on a traditional channel…. • How would you package it for others? • Who does it?#uwmidwinter
  47. 47. Group exercise: Identify stories, how to share on different channels#uwmidwinter
  48. 48. Did we go over time? Questions?#uwmidwinter
  49. 49. We didn’t go over time? Please fill out the evaluations before you go! Stay in touch: ctrappe@uweci.org 319-804-9853 Twitter.com/Ctrappe ChristophsBlog.com ChristophTrappe.com#uwmidwinter

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