Communication Across
Channels: Why, How & When
Iowa Nonprofit Summit 2013
Altoona, Iowa
1:15-2:30
2:45-4
#INPOS13
@ctrappe
Welcome!
• Who is this guy (@ctrappe) ? Where I came
from … where I’m heading

ChristophTrappe.com
UWECI.org
#INPOS13
@ctr...
Rules, rules, rules!
• Got a question? Ask it. That increases your
chances of it being answered.
• Share your thoughts, ex...
Today!
Communicating across channels
Takeaways:
Understand the channels
Your own step-by-step guide for a channel
strategy...
By stuad70 via
Flickr Creative

#INPOS13
@ctrappe
Photo by
Sivesh Kumar
via Flickr
Creative
Commons

#INPOS13
@ctrappe
One more change: ZMOT

#INPOS13
@ctrappe
The Zero Moment of Truth

#INPOS13
@ctrappe
Did you know that already?

#INPOS13
@ctrappe
Channels

#INPOS13
@ctrappe
Channels

#INPOS13
@ctrappe
Which one is most important?

#INPOS13
@ctrappe
Channels
• Latest buzzwords: Social, social, social…. Huh?

Source: http://www.unleashed-technologies.com/blog/2013/02/11/...
But, most important channel is…

#INPOS13
@ctrappe
But, but, but… social
• United Way of East Central Iowa
– Facebook: 1,240 followers.
– Website: Since November '11: 68,000...
Channels and content
• So, what does that mean: Website most
important, but have to get to all channels.
– As much as that...
Channels
• Website: Three levels of content!
– Level 1: Short and headlines … most people skim
(and visit the homepage)
– ...
User base visualization
120
100

80
Level 1

60

Level 2

Level 3

40
20

0
Users
#INPOS13
@ctrappe
Your brand voice
• Before you can start, though, decide on your
brand voice…. How do you want to come
across?
• Example fo...
Brand voice
Serious, but fun. But not silly!
Definitely not markety!

#INPOS13
@ctrappe
What’s markety?
• Avoid words like this:
– This FANTASTIC event.
– Everyone has/will have fun.
– Biggest event ever.
– The...
Take a few moments …
• How would you describe your typical customer?
• How would you describe a customer group that
you wo...
Now…

How might you sound talking to those
customers and describing your surroundings?

#INPOS13
@ctrappe
Take a few moments – define voice
Example structure: This and that but not this.

#INPOS13
@ctrappe
Brand voice

Will you share?

#INPOS13
@ctrappe
Break: See you at 2:45

#INPOS13
@ctrappe
#INPOS13
@ctrappe
Channels - Website
• Many would expect to be more formal.
(Doesn’t mean has to be too formal!)
• Needs to have all the inf...
Channels - Social
• Facebook: Pictures, pictures, pictures. (Largest
critical mass, but few people engage with
brands.)
• ...
Channels – News releases
• Get to the point!
• Write like you are writing to the journalist’s
audience (allows copying and...
Channels - Billboards

#INPOS13
@ctrappe
Channels - TV
• Be available. Don’t make people wait.
• Answer questions in sound bites. “If you can’t
explain simply you ...
Channels - Print
Put everything in here… Just kidding!

Also use Level 1 – 3 concept.
How will people actually use it?

#u...
Channels – Emails Newsletters
• Get to the point.
• Keep it short.
• Personalize. (Volunteer newsletter replies
example)

...
Channels
• Which ones did I miss?
• How do you talk on them?

#INPOS13
@ctrappe
Channels – Never the right answer!

Because we’ve done it
like this!

#INPOS13
@ctrappe
But, but, but is it making money?
• Who here has done print advertising?
• TV?
• Radio?
How do you know that it made money...
Hello? Does it make money?

What’s the first light beer
that comes to mind?

#INPOS13
@ctrappe
I’ve talked enough…
• How do you measure success?
Donations, sure … community change … but
how about channel specific?
Tak...
Group discussion

#INPOS13
@ctrappe
Metrics
• Websites (Google Analytics)
– Visitors, pages per visit, etc.

• Social
– Klout.com (60 plus starts showing you ...
Metrics
• Email
– Open rates
– Click through (if applicable)
– Donations (Email direct mail example)

• Billboards/Print/E...
Managing all these channels
• How are you going to do it?
– Easy Website system
– HootSuite.com for social scheduling
– On...
Channel management
• Produce once … distribute to different
channels based on user expectation.

#INPOS13
@ctrappe
#INPOS13
@ctrappe
Step 1
I’m out …. I don’t have a camera…
Who said that? Anyone?
Tools …

#INPOS13
@ctrappe
Step 2
• Transcript posted to website
– Web searches (Adds content and keywords)
– Makes it easier for you to find quotes,...
Step 3
• Determine other uses (if you didn’t do that
earlier)
• Could depend on topic (Examples:
KPACE, Powerball winner, ...
#INPOS13
@ctrappe
#INPOS13
@ctrappe
Where to go from here…

Any questions so far?

#INPOS13
@ctrappe
Where to go from here…
• Storytelling class is tomorrow morning, but …
who has a story to share?
• Anyone has a story shar...
Group exercise: Identify stories, how
to share on different channels

#INPOS13
@ctrappe
Did we go over time?

Questions?

#INPOS13
@ctrappe
We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:
ctrappe@uweci.org
319-804-9853
Twitt...
Communicating Across Channels - Iowa Nonprofit Summit 2013
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  • Communicating Across Channels - Iowa Nonprofit Summit 2013

    1. 1. Communication Across Channels: Why, How & When Iowa Nonprofit Summit 2013 Altoona, Iowa 1:15-2:30 2:45-4 #INPOS13 @ctrappe
    2. 2. Welcome! • Who is this guy (@ctrappe) ? Where I came from … where I’m heading ChristophTrappe.com UWECI.org #INPOS13 @ctrappe
    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 may Tweet. You can find the slides here: http://unitedwayofeastcentraliowa.org/marke ting/midwinter2013/#npos13 #INPOS13 @ctrappe
    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 #INPOS13 @ctrappe
    5. 5. By stuad70 via Flickr Creative #INPOS13 @ctrappe
    6. 6. Photo by Sivesh Kumar via Flickr Creative Commons #INPOS13 @ctrappe
    7. 7. One more change: ZMOT #INPOS13 @ctrappe
    8. 8. The Zero Moment of Truth #INPOS13 @ctrappe
    9. 9. Did you know that already? #INPOS13 @ctrappe
    10. 10. Channels #INPOS13 @ctrappe
    11. 11. Channels #INPOS13 @ctrappe
    12. 12. Which one is most important? #INPOS13 @ctrappe
    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-know Next page, too! #INPOS13 @ctrappe
    14. 14. But, most important channel is… #INPOS13 @ctrappe
    15. 15. But, but, but… social • United Way of East Central Iowa – Facebook: 1,240 followers. – Website: Since November '11: 68,000+ people visited website. (Not all internal ) #INPOS13 @ctrappe
    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? #INPOS13 @ctrappe
    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. #INPOS13 @ctrappe
    18. 18. User base visualization 120 100 80 Level 1 60 Level 2 Level 3 40 20 0 Users #INPOS13 @ctrappe
    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… #INPOS13 @ctrappe
    20. 20. Brand voice Serious, but fun. But not silly! Definitely not markety! #INPOS13 @ctrappe
    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 #INPOS13 @ctrappe
    22. 22. Take a few moments … • How would you describe your typical customer? • How would you describe a customer group that you would like to engage but haven’t been able to? • How would you describe the atmosphere in your business environment? This could be in your store, over the phone, etc. • How would you describe how you want your business to be described by the public? @ctrappe
    23. 23. Now… How might you sound talking to those customers and describing your surroundings? #INPOS13 @ctrappe
    24. 24. Take a few moments – define voice Example structure: This and that but not this. #INPOS13 @ctrappe
    25. 25. Brand voice Will you share? #INPOS13 @ctrappe
    26. 26. Break: See you at 2:45 #INPOS13 @ctrappe
    27. 27. #INPOS13 @ctrappe
    28. 28. 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. #INPOS13 @ctrappe
    29. 29. Channels - Social • Facebook: Pictures, pictures, pictures. (Largest critical mass, but few people engage with brands.) • Twitter: Lots of updates. • Pinterest: People want to be inspired • LinkedIn: Professionals • YouTube: Short! Especially early on. • Don’t always link back to your website! #INPOS13 @ctrappe
    30. 30. Channels – News releases • Get to the point! • Write like you are writing to the journalist’s audience (allows copying and pasting) • Include contact info • When people call, answer the phone. • Post these on your website, too! #INPOS13 @ctrappe
    31. 31. Channels - Billboards #INPOS13 @ctrappe
    32. 32. 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 #INPOS13 @ctrappe
    33. 33. Channels - Print Put everything in here… Just kidding! Also use Level 1 – 3 concept. How will people actually use it? #uwmidwinter
    34. 34. Channels – Emails Newsletters • Get to the point. • Keep it short. • Personalize. (Volunteer newsletter replies example) #uwmidwinter
    35. 35. Channels • Which ones did I miss? • How do you talk on them? #INPOS13 @ctrappe
    36. 36. Channels – Never the right answer! Because we’ve done it like this! #INPOS13 @ctrappe
    37. 37. But, but, but is it making money? • Who here has done print advertising? • TV? • Radio? How do you know that it made money? #INPOS13 @ctrappe
    38. 38. Hello? Does it make money? What’s the first light beer that comes to mind? #INPOS13 @ctrappe
    39. 39. I’ve talked enough… • How do you measure success? Donations, sure … 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. #INPOS13 @ctrappe
    40. 40. Group discussion #INPOS13 @ctrappe
    41. 41. 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. #INPOS13 @ctrappe
    42. 42. Metrics • Email – Open rates – Click through (if applicable) – Donations (Email direct mail example) • Billboards/Print/Etc. – Surveys – Anecdotes
    43. 43. Managing all these channels • How are you going to do it? – Easy Website system – HootSuite.com for social scheduling – One place to keep content! #INPOS13 @ctrappe
    44. 44. Channel management • Produce once … distribute to different channels based on user expectation. #INPOS13 @ctrappe
    45. 45. #INPOS13 @ctrappe
    46. 46. Step 1 I’m out …. I don’t have a camera… Who said that? Anyone? Tools … #INPOS13 @ctrappe
    47. 47. 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! #INPOS13 @ctrappe
    48. 48. Step 3 • Determine other uses (if you didn’t do that earlier) • Could depend on topic (Examples: KPACE, Powerball winner, campaign results) #INPOS13 @ctrappe
    49. 49. #INPOS13 @ctrappe
    50. 50. #INPOS13 @ctrappe
    51. 51. Where to go from here… Any questions so far? #INPOS13 @ctrappe
    52. 52. Where to go from here… • Storytelling class is tomorrow morning, 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? #INPOS13 @ctrappe
    53. 53. Group exercise: Identify stories, how to share on different channels #INPOS13 @ctrappe
    54. 54. Did we go over time? Questions? #INPOS13 @ctrappe
    55. 55. 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 ChristophTrappe.com #INPOS13 @ctrappe
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