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Online Communications Research &
     Strategy

     What are the benefits of changing the way we distribute our ideas?

  ...
Where to start?
      Where did those questions come from?
          Reports seems to have fallen by the wayside.
        ...
Two perspectives
       The Condensing Funnel
           we pour content into the top, and see how
           far it can t...
It’s like we need a mixing board
       The messages mixing board
             DJ knows where to plug in specific types on ...
Some #’s for context
                                                                   Survey Results
       The Stats
  ...
More insight




Tuesday, March 3, 2009
More insight




Tuesday, March 3, 2009
More insight


                I would be more likely to subscribe to a newsletter if I knew I
                would get a...
More insight

                  I would be more likely to subscribe to an e-mail newsletter if I
                  knew I ...
More insight


                  If available, I would read an __________ e-mail newsletter with
                  the fol...
More insight


                  Which of these subjects would you like to see in the _________
                  e-mail n...
More insight

           I would prefer the ___________ newsletter to contain an entire article, essay, interview, or othe...
More insight


                  I would be most likely to read a significant piece of content, such
                  as a...
More insight

                  If you subscribe, or contribute, to an online community such as an
                  indus...
More insight



          “less regular, higher quality + easier for me to find time to read”


          “I'm a big fan of...
An Initial Question


         What should distinguish an essay from a newsletter?


         Related issues:
           l...
Essay Newsletter Exercise

                                       Linked                           Sometimes              ...
Essay Newsletter Exercise

                                       Linked                           Sometimes              ...
Essay Newsletter Exercise
                                                 What is the                Where               ...
Essay Newsletter Exercise
                                                 What is the                Where               ...
Essay Newsletter Exercise
                                                 What is the                Where               ...
Essay Newsletter Exercise
                                                 What is the                Where               ...
Essay Newsletter Exercise
                                                 What is the                Where               ...
Communication Channel Exercise




    *these channels are unique in that they are value added benefits to being a client.
...
Communication Channel Exercise




     Channel             Twitter     Blog         Podcast         Essay       Newslette...
Communication Channel Exercise

      Channel            Twitter      Blog        Podcast         Essay       Newsletter F...
Communication Channel Exercise

     Channel             Twitter     Blog         Podcast         Essay       Newsletter F...
Communication Channel Exercise

     Channel             Twitter      Blog        Podcast         Essay       Newsletter F...
Communication Channel Exercise

     Channel             Twitter       Blog         Podcast        Essay       Newsletter ...
One Possible Message Pathway




Tuesday, March 3, 2009
One Possible Message Pathway




                                     44% read
                                     on _.c...
One Possible Message Pathway
                                                REGULAR
                                     ...
One Possible Message Pathway
                                                 REGULAR
                                    ...
One Possible Message Pathway
                                                 REGULAR
                                    ...
One Possible Message Pathway
                                                 REGULAR
                                    ...
One Possible Message Pathway
                                                    REGULAR
                                 ...
How can folks find stu on our
      site?




Tuesday, March 3, 2009
How can folks find stu on our
      site?




Tuesday, March 3, 2009
How can folks find stu on our
      site?




Tuesday, March 3, 2009
How can folks find stu on our
      site?



                                       Add section
                           ...
How can folks find stu on our
      site?



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Recommendations



         Blog (weekly  monthly features)                 Social Networks                              Q...
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Online Communications (Scrubbed)

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  • Efficiency
    More Consistency
    Clear Expectations
  • Tangled
    Not Transparent
    No clear expectations
    Missed Opportunities
  • Two ways of thinking about our channels
  • We need a mixing board to balance volume, mix channels, etc
  • Some context about the size of each channel
  • Incentives should help increase subscriptions
  • Incentives should help increase subscriptions
  • Incentives should help increase subscriptions
  • There is strong demand
  • This supports what I’ve heard in the field
  • It seems there is support for moving away for including a piece of content to read offline
  • We need to make essays in PDFs
  • We have two groups of people, and we are only serving one well.


  • Let’s start with a specific question and see if we can pull it apart.
  • An initial exercise and findings
  • What I take away from a second exercise
  • What I take away from a second exercise
  • What I take away from a second exercise
  • What I take away from a second exercise
  • Looking at all our channels and what they might be best used for
  • Looking at all our channels and what they might be best used for
  • Looking at all our channels and what they might be best used for
  • Identify values and look for overlap
  • Proposed consolidation
  • Many people read on our site .... how can we take advantage of this?
  • Many people read on our site .... how can we take advantage of this?
  • Many people read on our site .... how can we take advantage of this?
  • Many people read on our site .... how can we take advantage of this?
  • Many people read on our site .... how can we take advantage of this?
  • Many people read on our site .... how can we take advantage of this?










  • Transcript of "Online Communications (Scrubbed)"

    1. 1. Online Communications Research & Strategy What are the benefits of changing the way we distribute our ideas? Goals: more consistency and activity on the blog wider distribution for our best content more eficient use of our time and energy make our content more accessible better support for personal brand Constraints: don’t increase resource requirements Tuesday, March 3, 2009
    2. 2. Where to start? Where did those questions come from? Reports seems to have fallen by the wayside. Podcasts go out unannounced to our blog subscribers. Essays are sometimes used in the newsletter and sometimes not. Essays don’t get highlighted on the blog, and are in a backwater of our site. The newsletter is a digest, but is that enough of an added value? How to make sense of this tangle of messages and communications channels? Tuesday, March 3, 2009
    3. 3. Two perspectives The Condensing Funnel we pour content into the top, and see how far it can travel through a variety of channels. The newsletter is the most condensed message. The Formality/Frequency Meter here we see how channels that oer a Tuesday, March 3, 2009
    4. 4. It’s like we need a mixing board The messages mixing board DJ knows where to plug in specific types on content. DJ can adjust the levels according to his/her taste DJ can get the message out on each channel with the right tone little happenings project launches news press releases essays conferences virtual seminars interviews slideshares podcasts blog posts ideas Tuesday, March 3, 2009
    5. 5. Some #’s for context Survey Results The Stats } Newsletter subscribers: XXXXX (approx. XXXX opens per issue) XX% overlap Blog subscribers: XXXX (unknown reads) Twitter subscribers: XXXXX News subscribers: XXXX (unknown reads) Essay subscribers: XXXX (unknown reads) Alum list: XXXX Facebook fans: XXXX Podcast subscribers: XXXX (unknown plays) LinkedIn Group: XXX results based on all survey participants. Tuesday, March 3, 2009
    6. 6. More insight Tuesday, March 3, 2009
    7. 7. More insight Tuesday, March 3, 2009
    8. 8. More insight I would be more likely to subscribe to a newsletter if I knew I would get a significant piece of content before the general public. 2% 7% Strongly Agree 17% Agree 37% Neutral Disagree Strongly Disagree 38% filtered by non-newsletter subscribers Tuesday, March 3, 2009
    9. 9. More insight I would be more likely to subscribe to an e-mail newsletter if I knew I would get discounts for conferences, and books that I wouldn't get elsewhere. 8%3% Strongly Agree 24% Agree Neutral 24% Disagree Strongly Disagree 42% filtered by non-newsletter subscribers Tuesday, March 3, 2009
    10. 10. More insight If available, I would read an __________ e-mail newsletter with the following frequency: 6% Every Week 22% Every other week Once a month 37% Quarterly No Preference Not at all 35% filtered by current newsletter subscribers Tuesday, March 3, 2009
    11. 11. More insight Which of these subjects would you like to see in the _________ e-mail newsletter? Methods Practices Research Findings Case Studies A digest of what we’re reading Short Form Ideas Info about AP conferences Info about industry conferences Interviews A digest of blog posts Discounts A digest of company news Job opportunities 0 25 50 75 100 all survey participants Tuesday, March 3, 2009
    12. 12. More insight I would prefer the ___________ newsletter to contain an entire article, essay, interview, or other content that I can read OFFLINE. I would prefer the ___________ newsletter to offer summaries of articles essays interviews or other content that I can read ONLINE. No preference 22% 18% 60% filtered by current newsletter subscribers Tuesday, March 3, 2009
    13. 13. More insight I would be most likely to read a significant piece of content, such as an essay, case study, or white paper in: an e-mail newsletter A blog post Online group discussion board A PDF download No Preference 0 12.5 25.0 37.5 50.0 all survey participants Tuesday, March 3, 2009
    14. 14. More insight If you subscribe, or contribute, to an online community such as an industry group, please indicate how you prefer to participate in group conversations: through a mailing list 35% of total (that comes to my inbox) through an online thread 47% of total (that can send me comments on my posts if I choose) 17% of total I don’t do this 10 20 30 40 50 60 10 20 30 40 50 60 current Alum subscribers currently NOT Alum subscribers 55 of 341 (16%) 210 of 341 (61%) Tuesday, March 3, 2009
    15. 15. More insight “less regular, higher quality + easier for me to find time to read” “I'm a big fan of your essays, journals and studies. It would be good to make them more accessible.” “You asked how I would best read important articles, and I said a download as well as a blog post, and want to elaborate on that point. If I bring a blog post to some folks, it is sometimes perceived as lacking credibility. After all, it's quot;just a blogquot; and everyone can have one of those. Now, if I bring in some fancy-smancy downloaded quot;literature,quot; then bang! it's got more credibility with some folks.” Tuesday, March 3, 2009
    16. 16. An Initial Question What should distinguish an essay from a newsletter? Related issues: linked distribution potential added value opportunities scheduling impacts eects on website eects on the essays RSS feed Tuesday, March 3, 2009
    17. 17. Essay Newsletter Exercise Linked Sometimes Not Together Together Linked Improves newsletter quality. Flexible. Newsletter feels special and Greater audience for essays. exciting, not redundant for More eficient use of people who subscribe to both resources. the newsletter and the blog. Increased value of communication raises the Benefits value of other content in the channel (i.e. events, news, etc) By putting essays on a schedule it is easier to manage them (i.e. there are deadlines). Timing of the newsletter could Become confusing when trying Newsletter content dies or slow ideas (though there is to find content. becomes old once it’s always the blog). Lack of consistency. archived. If the essays are posted on the Ineficient and prone to last More demanding of blog as well, then the minute changes. practitioner time. newsletter feels less special. Too much content could lead to less quality. Losses Perception that we’re rehashing stu? Tuesday, March 3, 2009
    18. 18. Essay Newsletter Exercise Linked Sometimes Not Together Together Linked Improves newsletter quality. Flexible. Newsletter feels special and Greater audience for essays. exciting, not redundant for More eficient use of people who subscribe to both Improves newsletter quality. resources. the newsletter and the blog. Increased value of communication raises the Greater audience for essays. Benefits value of other content in the channel (i.e. events, news, etc) More eficient use of resources. By putting essays on a schedule it is easier to Increased value of communication manage them (i.e. there are deadlines). Timing of raises the value of when trying content in or the newsletter could Become confusing other Newsletter content dies slow ideas (though there is to find content. becomes old once it’s always the blog). channel (i.e. events, news, etc) theposted on the Lack of consistency. to last archived. If the essays are Ineficient and prone More demanding of By less special. minute changes. on a schedule it islead putting essays blog as well, then the practitioner time. newsletter feels Too much content could easier to manage them (i.e. there are to less quality. Losses Perception that we’re rehashing stu? deadlines). Tuesday, March 3, 2009
    19. 19. Essay Newsletter Exercise What is the Where Which other Other How Frequent? content? do they live? channels? ideas? Anytime. No Limit. A complete POV or They should be Twitter it! Ideas come before At least as often as “how to” available through Announce on social channels. newsletter. An edited and the blog with a network (Facebook). This is not just about Once a month. reviewed - fully special header Announce on sharing, but being The website says baked - content. Somewhere where LinkedIn. able to debate! “twice a month” Prose Plus - video, folks can comment! Collected work - an Use to encourage images, audio. Topic based archive AP annual newsletter sign up. Essay NOT and interview. more prominent. communication. 1500-3500 word PDF format so we can fully formed ideas. sent to clients. On blog is ok but there needs to be a better way of finding them. Monthly. Essays and other A newsletter archive? BaseCamp or some Drive engagement Bi-Weekly curated content. Not at all if the other client with other AP alternative between More formal than content is touchpoint? touchpoints (we do essays and other blog. elsewhere. This is Twitter it! this now) content? Digest of other more of a reference Rotating authors vs. channels. for us than our one or two who write Curator’s ideas/voice. community. on the blog. Newsletter Emphasis on tools/ Time based archive. It’s not about methods/practices. reserving ideas to incentivize subscriptions, but about speading the ideas as far as possible. We should make Tuesday, March 3, 2009
    20. 20. Essay Newsletter Exercise What is the Where Which other Other How Frequent? content? do they live? channels? ideas? Anytime. No Limit. A complete POV or They should be Twitter it! Ideas come before At least as often as “how to” available through Announce on social channels. Monthly newsletter. An edited and the blog with a network (Facebook). This is not just about Once a month. reviewed - fully special header Announce on sharing, but being The website says baked - content. Somewhere where LinkedIn. able to debate! “twice a month” Prose Plus - video, folks can comment! Collected work - an Use to encourage images, audio. Topic based archive AP annual newsletter sign up. Essay NOT and interview. more prominent. communication. 1500-3500 word PDF format so we can fully formed ideas. sent to clients. On blog is ok but there needs to be a better way of finding them. Monthly. Essays and other A newsletter archive? BaseCamp or some Drive engagement Bi-Weekly curated content. Not at all if the other client with other AP alternative between More formal than content is touchpoint? touchpoints (we do essays and other blog. elsewhere. This is Twitter it! this now) content? Digest of other more of a reference Rotating authors vs. channels. for us than our one or two who write Curator’s ideas/voice. community. on the blog. Newsletter Emphasis on tools/ Time based archive. It’s not about methods/practices. reserving ideas to incentivize subscriptions, but about speading the ideas as far as possible. We should make Tuesday, March 3, 2009
    21. 21. Essay Newsletter Exercise What is the Where Which other Other How Frequent? content? do they live? channels? ideas? Anytime. No Limit. A complete POV or They should be Twitter it! Ideas come before At least as often as “how to” available through Announce on social channels. Monthly edited newsletter. An edited and the blog with a network (Facebook). This is not just about Once a month. reviewed - fully special header Announce on sharing, but being The website says baked - content. Somewhere where LinkedIn. able to debate! “twice a month” Prose Plus - video, folks can comment! Collected work - an Use to encourage images, audio. Topic based archive AP annual newsletter sign up. Essay NOT and interview. more prominent. communication. 1500-3500 word PDF format so we can fully formed ideas. sent to clients. On blog is ok but there needs to be a better way of finding them. Monthly. Essays and other A newsletter archive? BaseCamp or some Drive engagement Bi-Weekly curated content. Not at all if the other client with other AP alternative between More formal than content is touchpoint? touchpoints (we do essays and other blog. elsewhere. This is Twitter it! this now) content? Digest of other more of a reference Rotating authors vs. channels. for us than our one or two who write Curator’s ideas/voice. community. on the blog. Newsletter Emphasis on tools/ Time based archive. It’s not about methods/practices. reserving ideas to incentivize subscriptions, but about speading the ideas as far as possible. We should make Tuesday, March 3, 2009
    22. 22. Essay Newsletter Exercise What is the Where Which other Other How Frequent? content? do they live? channels? ideas? Anytime. No Limit. A complete POV or They should be Twitter it! Ideas come before At least as often as “how to” available through Announce on social channels. Monthly edited newsletter. An edited and the blog with a network (Facebook). This is not just about Once a month. reviewed - fully special header Announce on sharing, but being The website says baked - content. Somewhere where LinkedIn. able to debate! “twice a month” Prose Plus - video, folks can comment! Collected work - an Use to encourage images, audio. Topic based archive AP annual newsletter sign up. Essay NOT and interview. more prominent. communication. 1500-3500 word PDF format so we can fully formed ideas. sent to clients. blog archived with comments On blog is ok but there needs to be a better way of finding them. Monthly. Essays and other A newsletter archive? BaseCamp or some Drive engagement Bi-Weekly curated content. Not at all if the other client with other AP alternative between More formal than content is touchpoint? touchpoints (we do essays and other blog. elsewhere. This is Twitter it! this now) content? Digest of other more of a reference Rotating authors vs. channels. for us than our one or two who write Curator’s ideas/voice. community. on the blog. Newsletter Emphasis on tools/ Time based archive. It’s not about methods/practices. reserving ideas to incentivize subscriptions, but about speading the ideas as far as possible. We should make Tuesday, March 3, 2009
    23. 23. Essay Newsletter Exercise What is the Where Which other Other How Frequent? content? do they live? channels? ideas? Anytime. No Limit. A complete POV or They should be Twitter it! Ideas come before At least as often as “how to” available through Announce on social channels. Monthly edited newsletter. An edited and the blog with a network (Facebook). This is not just about Once a month. reviewed - fully special header Announce on sharing, but being The website says baked - content. Somewhere where LinkedIn. able to debate! “twice a month” Prose Plus - video, folks can comment! Collected work - an Use to encourage images, audio. Topic based archive AP annual newsletter sign up. Essay NOT and interview. more prominent. communication. 1500-3500 word PDF format so we can fully formed ideas. sent to clients. blog archived with comments On blog is ok but there needs to be a better way of finding them. Monthly. Essays and other A newsletter archive? BaseCamp or some Drive engagement Bi-Weekly curated content. Not at all if the other client with other AP alternative between More formal than content is touchpoint? touchpoints (we do essays and other blog. elsewhere. This is Twitter it! this now) content? Digest of other more of a reference Rotating authors vs. and available in pdf channels. for us than our one or two who write Curator’s ideas/voice. community. on the blog. Newsletter Emphasis on tools/ Time based archive. It’s not about methods/practices. reserving ideas to incentivize subscriptions, but about speading the ideas as far as possible. We should make Tuesday, March 3, 2009
    24. 24. Communication Channel Exercise *these channels are unique in that they are value added benefits to being a client. Tuesday, March 3, 2009
    25. 25. Communication Channel Exercise Channel Twitter Blog Podcast Essay Newsletter Facebook LinkedIn* Mailing List* CrowdVine* *these channels are unique in that they are value added benefits to being a client. Tuesday, March 3, 2009
    26. 26. Communication Channel Exercise Channel Twitter Blog Podcast Essay Newsletter Facebook LinkedIn* Mailing List* CrowdVine* *these channels are unique in that they are value added benefits to being a client. Tuesday, March 3, 2009
    27. 27. Communication Channel Exercise Channel Twitter Blog Podcast Essay Newsletter Facebook LinkedIn* Mailing List* CrowdVine* jobs / interviews / fully baked jobs / conversation / Content thoughts ideas digest + social conversation / talks ideas conversation networking networking *these channels are unique in that they are value added benefits to being a client. Tuesday, March 3, 2009
    28. 28. Communication Channel Exercise Channel Twitter Blog Podcast Essay Newsletter Facebook LinkedIn* Mailing List* CrowdVine* jobs / interviews / fully baked jobs / conversation / Content thoughts ideas digest + social conversation / talks ideas conversation networking networking Unique O the cu Conference Recording Build Promote Outside of Make Resource for Resource for Social Stu info of our personal events work professional asking asking Values Links Build hosted brand Build connection connections community community Breaking personal events Reliable personal s Resource for questions questions news brand Recording scheduled brand Promote asking Post Quick Whenever I of our Communica Reliable events community conference community want it. presentatio ting scheduled Register for questions networking questions. ns valuable events? Automatic Lead follow Price clis Our ideas blog/news up interview feed. and those of others *these channels are unique in that they are value added benefits to being a client. Tuesday, March 3, 2009
    29. 29. Communication Channel Exercise Channel Twitter Blog Podcast Essay Newsletter Facebook LinkedIn* Mailing List* CrowdVine* jobs / interviews / fully baked jobs / conversation / Content thoughts ideas digest + social conversation / talks ideas conversation networking networking Unique O the cu Conference Recording Promote Promote Outside of Make Resource for Resource for Social Stu info of our events events work professional asking asking Values Links Build hosted Build Build connection connections community community Breaking personal events personal personal s Resource for questions questions news brand Recording brand brand Promote asking Post Quick Whenever I of our Reliable Reliable events community conference community want it. presentatio scheduled scheduled Register for questions networking questions. ns events? Automatic Lead follow Price clis Our blog/news up interview feed. and those of others Notes Opportunity for regular Essays will benefit from Can we use LinkedIn Groups allows Planned content features the removal of reports. Facebook members to start group integration Essays Newsletter is a condensed to place conversations with all past with LinkedI Signposts digest featuring the latest Upcoming? alums. There may be more value essay. CrowdVine limits simply posting in the blog conversations to those attending a specific event. The Alum mailing list allows all conference attendees to consolidate consolidation opportunity consolidation opportunity consolidation opportunity upgrade *these channels are unique in that they are value added benefits to being a client. Tuesday, March 3, 2009
    30. 30. One Possible Message Pathway Tuesday, March 3, 2009
    31. 31. One Possible Message Pathway 44% read on _.com Tuesday, March 3, 2009
    32. 32. One Possible Message Pathway REGULAR FEATURES 44% read on _.com Tuesday, March 3, 2009
    33. 33. One Possible Message Pathway REGULAR FEATURES WEEKLY review of what we’re reading 44% read on _.com Tuesday, March 3, 2009
    34. 34. One Possible Message Pathway REGULAR FEATURES WEEKLY review of what we’re reading 44% read on _.com MONTLY insights and ideas essay Tuesday, March 3, 2009
    35. 35. One Possible Message Pathway REGULAR FEATURES WEEKLY review of what we’re reading 44% read on _.com MONTLY insights and ideas essay MONTHLY podcast interview Tuesday, March 3, 2009
    36. 36. One Possible Message Pathway REGULAR FEATURES WEEKLY review of what we’re reading 44% read on _.com MONTLY insights and ideas essay MONTHLY podcast interview monthly alternating newsletter content Tuesday, March 3, 2009
    37. 37. How can folks find stu on our site? Tuesday, March 3, 2009
    38. 38. How can folks find stu on our site? Tuesday, March 3, 2009
    39. 39. How can folks find stu on our site? Tuesday, March 3, 2009
    40. 40. How can folks find stu on our site? Add section headers to navigation Tuesday, March 3, 2009
    41. 41. How can folks find stu on our site? Add section headers to navigation Add banners to distinguish content Tuesday, March 3, 2009
    42. 42. Recommendations Blog (weekly monthly features) Social Networks QUESTIONS add regular features navigation to blog continue to build out community through how does this impact archives? add RSS feeds to section headers the Alum list, CrowdVine, and LinkedIn. what happens to ideas page? add PDF downloads for essays LinkedIn can we use this as an consolidate essay archive into blog send invitations to join to all conference delay feature blog posts by one week opportunity to give the ideas attendees (build into events template) page a greater RD focus? start discussions to follow up newsletters Newsletter (every other week) and blog topics send out essay summaries once a month use as a mechanism to solicit brown bags send out podcast summary once a month pursue opportunities with CrowdVine alternate content give greater presence to events in layout increase discounts to 15%? Facebook start using Facebook for in house events registration Podcast create a monthly podcast interview - these can be broken into two groups to Alum List avoid new content creation needs, pre- continue as is event audio interviews, and post event videos. this is also offset by the reduction of writing for newsletters. Tuesday, March 3, 2009
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