Internal Communications elective from the BSA's 2012 Top Hands conference in Phoenix, Ariz. "Effective Communications: Tips, Tricks, & Strategies for Creating Communications that Work"

1. Tips, Tricks, & Strategies for
Creating Communications that Work
Marianne Elden and John Churchill
Internal Communications Team – National Council
August 22, 2012

2. Why Is This Important?
 It will help your employees, volunteers, and supporters
understand your council’s:
o Mission
o Goals
o Values
o Procedures
 It encourages a sense of identification
 It can reduce uncertainty and conflict
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3. What Makes Effective
Internal Communications?
 Communications Plan
o Tied to the council’s strategic plan and the BSA brand
 Concise
o Who, what, where, when, why, how
 Credible
 Consistent
 Measurable
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4. Internal Communications “Big Rocks” Grid
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5. Audiences and Channels Spreadsheet
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6. New CSE Selection Communications Plan Sample
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7. Internal Communications Tools
 Newsletters (print and electronic)
 Video
 Social media: Facebook, Twitter, YouTube, Vimeo, Flickr,
Instagram, Blogs …
 Email: Blackbaud, Constant Contact
 Surveys: Survey Monkey, QuestionPro
 Presentations: Prezi, Brainshark
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8. Know Your Audience
Scout: Awesome!
Dad: That’s my boy!
Mom: He’s gonna get burned!
Slide courtesy of Tom Martin, Converse Digital
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9. Scout Wire e-newsletter
Tip
Use $$ wisely: Free
software, cheap
template
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10. Best Practice: GE Reports

11. Trick
Want more viewers?
Use images!
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12. The Buzz News Videos
Tip
Use what the
amateurs use without
looking like one …
o Shoot
landscape
o Buy an external
mic
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13. WBtv Video Blog
Tip
Create a blog for your
marketing/communications
committee to share info, links,
etc.
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14. Best Practice: Southwest
Airlines

15. Social Media
 It’s been called the “fifth network”:
o 800+ million unique users each month
o 4+ billion hours of video watched monthly
o 72 hours of video uploaded every minute
 955 million monthly active users (June 2012)
 552 million daily active users (June 2012)
 90% of Internet users know what it is
 15% of online adults use Twitter (February 2012)
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16. Council YouTube Channel
Tips
Embed a link to your
video into council
website,
e-newsletter, etc.
Use built-in analytics
tool to see how your
videos are doing
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17. Best Practice: Starbucks
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18. Council Facebook Page
Tips
Update frequently
Lots of photos –
700x700 pixels is a
great size for timeline
photos
Link your Facebook
and Twitter accounts
for ease, consistency
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19. Council Twitter Page
Tips
Use links! Send
readers to your council
website or Facebook
page for more
information
Use images!
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20. Surveys
www.surveymonkey.com
 Free!
 Web-based, nothing
to install
 Good analytics
www.questionpro.com
www.wordpress.com
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21. Measurement
 Don’t reinvent the wheel – use the FREE tools that are
available:
 YouTube Analytics
 Wordpress
 Google Analytics (google.com/analytics)
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22. YouTube Analytics
YouTube Analytics

24. 5 Things to Remember
1. MUST be tied to your council’s strategic plan.
2. Just do it … Be concise, be consistent, be on your
way.
3. Find out what your audience wants and give it to
them – both content AND tools
4. Take advantage of the many free and low-cost tools.
5. Look to your peers (or even the corporate world) for
inspiration.
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25. Links and Contacts
 Scout Wire: www.scout-wire.org
 IC YouTube: www.youtube.com/user/BSAIntComm
 WBtv: waynebrock.wordpress.com
Send your questions, story ideas, or feedback to:
internal.communications@scouting.org
john.churchill@scouting.org
marianne.elden@scouting.org
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