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Editorial Calendar Essentials: Organize and Plan Your Online Communications


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An editorial calendar is an essential tool for any communicator. Join us for this webinar and learn how to use an editorial calendar to organize, plan and track your online (and offline) content!

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Editorial Calendar Essentials: Organize and Plan Your Online Communications

  1. 1. Editorial Calendar Essentials: Organize and PlanYour Online Communications May 23, 2012
  2. 2. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. CanadaHelps is giving made simple. MyCharityConnects is a initiative of CanadaHelps.
  3. 3. today’s presenterKirstin BeardsleyMarketing & Communications ManagerCanadaHelps
  5. 5. Planning • 2012 is the year of planning our social media more effectively
  6. 6. Old Days• Editorial calendars were used for large publishers
  7. 7. We’re All Content Publishers• We’re all publishing on multiple platforms• Being effective on each takes organization & planning
  8. 8. Maintaining relationshipsonline can be chaotic.
  9. 9. Messaging Must be Tied to Mission• If messaging doesn’t reinforce your organization’s mission, it’s not serving your organization
  10. 10. Reinforce Messaging Across Platforms• Build trust and recognition with reinforcing messaging across platforms
  11. 11. Benefits of Using an Editorial Calendar• Align social media messaging more deliberately to the goals of your organization
  12. 12. Stay Organized• So many updates are required, keeping an editorial calendar helps you stay organized and on top of posting
  13. 13. Easier Measurement • Tracking posts in one place allows trends to be followed and popular material to be repeated
  14. 14. Better Quality• Less scrambling for content means more quality posts and better relationship building
  15. 15. Manage Growth & Turnover• Keeping an editorial calendar will help if more people are tasked with social media• If the social media/communications lead leaves the organization, there is a record of past and future posts
  17. 17. Think Big • Look to your mission and strategic plan before planning out messaging
  18. 18. 3 Month Planning• 3 months is a manageable time to plan your communications• Record goals, themes, other organizational activities
  19. 19. Plan Execution on Each Platform • Annual fundraising run? – YouTube: promo video of event – Facebook: profile previous runners/fundraisers – Twitter: fundraising tips, direct people to other online content – Email: email campaign to previous fundraisers
  20. 20. Map Out Timeline• Most organizations will be fine with a monthly plan• If you post very frequently, consider a weekly plan
  22. 22. Essential Elements of Your Editorial Calendar• Topic • Post date• Theme/program • Status• Tool/platform • Published URL• Owner• Deadline
  23. 23. Optional Elements of Your Editorial Calendar• Audience• Review process – Submit date – Reviewer – Review by date• Ideas for new content• Which content is adapted to other platforms• Day of week• Time of day
  24. 24. Include Measures? • You might want to include some measures next to specific posts: – Popularity – Conversations – Shares
  25. 25. Which Tools to Use? Spreadsheets!
  26. 26. Project Management Software SmartsheetBasecamp
  27. 27. Example
  29. 29. 3 Month Planning Works• Don’t do an in-depth plan for a longer or shorter period of time• For most organizations, three months is the “sweet spot” for planning
  30. 30. Build Measurement/Learning Into Schedule • Learning loops (Source: Networked Nonprofit) • 3-months is a good learning loop timeframe for many organizations • Reviewing metrics by post can reveal: – Which topics resonate, which don’t – What types of content is popular – Which tools are most successful
  31. 31. Stay Flexible• Don’t ignore opportunities because they aren’t part of the plan• Make sure you’re still listening and engaging
  32. 32. Consider Regular Features• If you have trouble developing content ideas, consider having regular features that are repeated weekly, bi-weekly, or monthly
  33. 33. Keep It Simple!• Keep your calendar as simple as possible• Strive for useful and simple rather than overly complex & confusing
  35. 35. MyCharityConnects Conference 2012 JUNE 12 – 13 | Allstream Centre, Toronto Collaborate to build a stronger sector. Innovate to solve complex problems. Celebrate our work and the difference we’re making.• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.• Registration is open! Early bird ends on April 30th!
  36. 36. Upcoming Webinars• June 27 - Elements of a Great YouTube Video
  37. 37. for more great resources…
  38. 38. Keep in touch!