Webinar 6: Now You're Talking - Jonathan Melville


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Now you’re talking! - e-copywriting for all your audiences

Your online copy is how you present your organisation and its work to the world wide web. It has to persuade and attract existing and potential audiences of all demographics. Should you segment online audiences? Should different copy be produced for different audience segments online? How do you work out what to say to whom, and in what tone of voice!

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Webinar 6: Now You're Talking - Jonathan Melville

  1. 1. Now you're talking – e-copywriting for all your audiences
  2. 2. Jonathan Melville Digital Editor
  3. 3. Introduction
  4. 4. The last 15 years have seen most of us become more familiar with the Internet. The traditional, linear relationship between client and organisation has been disrupted. Most businesses have an online presence and are used to publishing information about the company and its products.
  5. 5. Twitter, Facebook, Flickr, YouTube and others allow organisations to interact more closely with stakeholders.
  6. 6. It's important to write for different audiences in different styles, but that has to be done in different places.
  7. 7. Overview
  8. 8. Overview Introduction Defining our audience Devising a content strategy Case studies Hints and tips
  9. 9. Defining our audience
  10. 10. Defining our audience You probably already know who your main audiences and demographics are. You may have a website which tells them what you think they need to know. But it's important to find out what they actually want from you. • Why do they come to your site? • What do they do when they get there? • Do they want what you're giving them? • Is there a better way to reach them?
  11. 11. Defining our audience contd. Trying to write for a variety of different audiences on the same website can be confusing to users. One option could be to create multiple sites for multiple audiences, but this can lead to huge resource issues. Instead:  Know what you're company does/offers  Tell customers clearly and concisely what that is in a single tone of voice on your website  Approach different platforms in different ways
  12. 12. Defining business objectives Every business should have defined business objectives: • Specific – define single/multiple objectives • Measurable – value of objectives • Agreed – those achieving objectives should agree them • Realistic – objectives should be achievable • Time Specific – time limit on achieving objectives Business objectives should be reflected in digital strategy and web content.
  13. 13. Digital strategy A digital strategy is a business strategy based on the use of information technology. Process of specifying an organisation's objectives, goals, opportunities and initiatives to deploy online assets: • Websites • Mini-sites • Mobile sites • Social media • Newsletters
  14. 14. Content strategy Your content strategy is part of your larger digital strategy. Content strategy allows you to: • Identify target audience(s) • Define tone of voice across platforms • Plan site features • Create relevant content • Monitor and evaluate
  15. 15. Audience types People tend to fall into one of four categories: • Drivers - want to know the facts about your company and/or product and how to get it. Keep it simple. • Analyticals – love number crunching, facts and statistics. • Expressives – they have feelings and want to feel good about themselves. Want their lives/persona to be improved by your product. • Amiables – want to solve problems and help others. Impress them with case studies.
  16. 16. Understanding audience needs The best way to find out what type of audience you have, and what they want, is to look and listen. Different ways to do this: • Analytics – can be free and top level information useful • Read blogs or discussion forums to see what they're saying • Online survey – fast, cheap and not (too) obtrusive. Add to website or email • Focus groups – invite cross-section to discuss plans/ideas/wants/needs
  17. 17. User profiling When identifying our users' needs and preferences, we conduct a user profile analysis to consider the following questions:  What are users' motivations, habits and preferences?  What are the users' technological capacities?  What are the users' physical capacities or limitations?  Where are they located?
  18. 18. Example 1: GTC Scotland Probationer site
  19. 19. Example 1: GTC Scotland Probationer site  http://www.probationerteacherscotland.org.uk/  New site created for Scottish probationer teachers in 2007 by regulatory teaching body, GTC Scotland  Formed steering group for site within organisation to plan content
  20. 20. Example 1: GTC Scotland Probationer site  Sent surveys to local authorities on Surveymonkey tool, asking what teachers wanted to read  Invited teachers from different areas and with varied experience to focus groups  Wanted real-life examples and honest stories from peers  Created content schedule and ongoing site maintenance plan
  21. 21. Writing for our target audience Once we are aware of our target audience, we can identify the appropriate content and write according to how we see them: We must anticipate: • The depth of interest the audience needs in the subject matter • What their existing knowledge is • What their views are • What possible reaction they will have to the material
  22. 22. Content Objectives Each platform requires different writing style, but the rules for considering which one to use should be the same. Ask some simple questions: • What do we want to accomplish? • What is the key message? • Is it a news item, a hint/tips, an article or does it require an entire web page or will a single tweet suffice? • Is it to inform, update, persuade, reassure, motivate etc? • What type of response do we need – do we want to inform or do we want reader interaction?
  23. 23. Writing for different platforms Twitter  140 characters per tweet  Content and style varies but short, snappy and informative tends to work best  Users expect interaction where possible  Lighter tone is usual, reflection of account holders personality – BBC News more serious than Empire film magazine
  24. 24. Writing for different platforms contd. Facebook  Timeline of news stories  Chance to add photos, video and detail  Style varies but concise and informative is helpful  Users expect interaction where possible  Tone of voice depends on subject matter
  25. 25. Example 2: Positive about Science
  26. 26. Example 2: Positive about Science  http://www.infoscotland.com/science/  Government campaign aimed at encouraging school children to take science in High School  Held focus groups with students to find out what types of sites they liked  Responses suggested interactive, flashy sites were popular, allowing them to play games, read stories/case studies and watch videos  YouTube videos and channel created
  27. 27. Monitoring and evaluation  Once site is live, tweets have begun and the Facebook page opened, that's just the beginning  Monitor Google Analytics to see who's using different pages on website  Create tracking for links used on Twitter and Facebook to see if they're being clicked on – bit.ly offers this  Keep an eye on user statistics on Facebook to see how many people are interacting with page, new members – Nutshellmail is a useful tool
  28. 28. Case studies
  29. 29. Filmhouse
  30. 30. Filmhouse • Signed up for Twitter Summer 2009 - @Filmhouse • Initially unsure how to best use it • Jenny Leask signed up with a personal account to get used to style • Now 1,623 Followers on Facebook and 2,577 Followers on Twitter • Very informal yet informative – mimics style of programme intro • Constant and consistent – tweets in evenings and over weekends • Proven sales – last minute screening of The Illusionist put on sale on a Tuesday morning, sold 86 tickets via Twitter alone
  31. 31. Glasgow Film Theatre
  32. 32. Glasgow Film Theatre • Available on website, Twitter and Facebook • Currently developing new website • Knew site had to work for all audiences, ranging from children to the very old - aware all groups are using the site and buying tickets online. • Interrogated Google Analytics - what pages were used, which weren't, where people clicked, which links were most popular • Went through all the festival feedback and evaluation to consider any criticisms which related to the site • Asked friends who were GFT/GFF customers to let us know what they thought of both sites and how they worked
  33. 33. Royal Lyceum Theatre
  34. 34. Royal Lyceum Theatre • August 2007 - Lyceum website relaunched to reflect new branding • December 2007 - filmed and posted first YouTube videos • August 2008 - joined Flickr, but ended up using Photobucket • May 2009 - joined Twitter and used it to chat informally with anyone interested in the Lyceum and their work. Drew attention to videos, reviews, competitions and events • October 2009 - abandoned Photobucket and started utilising Flickr • December 2009 - opened personal Foursquare account
  35. 35. Royal Lyceum Theatre contd. • January 2010 - Lyceum Facebook page launched, a “middle ground” between Twitter and main site - more formal than Twitter but still quite chatty. Also good for direct communication with and between audience members. • March 2010 - launched Lyceum mobile site to cater for the growing demand for mobile browsing. Not all content from the main site on the mobile site. Optimised to run on mobile devices, so embedded content stripped out, images are smaller, etc.
  36. 36. Hints and tips
  37. 37.  See what your competitors are doing  Carry out research on where your customers are  Join Facebook, Twitter, LinkedIn, Flickr yourself  Write for the medium you're using rather than who you think is using it  Take small steps – use one new tool for your next campaign  Monitor links and users/fans using tools such as bit.ly and Nutshellmail  Don't be afraid to make mistakes
  38. 38. Jonathan Melville Digital Editor Jonathan@reelscotland.com www.jonathanmelville.co.uk Contact @jon_melville