http://www.flickr.com/photos/ceardach/4549865709  Taming YourCommunications    Calendar   Six Months    at a Time     #Tam...
SpeakersKivi Leroux Miller, PresidentNonprofit Marketing Guide.comLindsay J.K. Nichols,Communications Director,GuideStar U...
Get the shorter“My Communications Plan at a Glance” Handout          npmg.us/commplan
Nonprofits Have Always Had Many  Buckets to Fill with Content                         Flickr: Tracy Hunter
flickr.com/photos/bramusThere were the good old“print” days (circa 1995).
flickr.com/photos/bramusThen came website updatesand email newsletters.
flickr.com/photos/bramusAnd now there’s social media and mobile.You have so many ways to deliver yourmessage, your head’s ...
You Have Waaaay to Much to Do                        Flickr: sashaW
And Never Enough Time to Do It!                          Flickr: laffy4k
Think Like the Media Mogul You Are                                         flickr.com/photos/scobleizer/2265721472Everyone...
Here’s how to get a grip.
Impose                   Some                   Limitshttp://www.flickr.com/photos/ajaxofsalamis/6794460197
How Many Slots in Six Months?Monthly E-Newsletter with Three Articles:6 editions x 3 articles per edition = 18 SlotsWeekly...
First, YouMap Original Contentinto 1/3 of Your Slots
Next, You  Repurpose that Original Contentinto another 1/3     of Your Slots
Then You      Merge What    Comes Up intothe Remaining 1/3
Create – and Live By –                                               These Three Documents                                ...
1.The Big PictureCommunicationsTimeline
Big Picture Communications Timeline                      Core Topics                            Annual                    ...
What things happen every year?What’s the seasonal to-do list?                                  http://www.flickr.com/photo...
http://www.flickr.com/photos/8106459@N07/4928806600/                                                                      ...
What events, programs, or servicesalso need to be mapped (these arelargely within your control)?                          ...
MAPWhat are your primary calls to  action throughout the year?                   flickr.com/photos/pss/1359407958
What story arcs can         they participateMAP          in with you?                         flickr.com/photos/zaffi/4597...
Communications Arcs• Think Must-See TV,  Except Now It’s Your  Content!• Story Threads Over  Weeks or Months• Think Beginn...
Today  Filing Deadline (Feb)Primary Election (May)   DNC Convention in   CLT (early Sept)                          The Sto...
The Story of Stopping Something Bad
The Story of Getting Ready for the Future       anewwarrior.greenpeace.org
2.Core Topics List
Adding in Content on Core Topics• Evergreens stay fresh from season to season.  Much of basic website content will be ever...
Core Topic   Evergreen   Perennial   Annual Color
Core Topics List for Tabby Cat Rescuers        Core Topic               Evergreen                     Perennial           ...
Now What Do I Dowith All of ThisInformation?
3.Editorial Calendar
Several Ways to Organize Calendar•   By Channel•   By Audience•   By Program•   By Format    (e.g. Standing    Heads)     ...
Got Spreadsheet Brain?
Got Spreadsheet Brain?
Got Calendar Brain?
What does your editorial calendar        look like now?
Pick a Realistic Time Frame• Quarterly• Monthly• Weekly                             Flickr: tanakawho
How far out do you plan?
Don’t Fill It All the       Way Up!Start with 33% original content,33% repurposed, andmerge in other 33% later.
That’s What YouCan Plan.Then the WorldComes Along.Make Room.
Make little bets; be fine with failure. MERGE                           flickr.com/photos/suzettesuzette/6211600207
flickr.com/photos/slgc/5401648705Let social media conversationkeep other content fresh. MERGE
Always make        room for        serendipity.        Be open to surprises.                                flickr.com/pho...
flickr.com/photos/slgc/5401648705                                    MERGE    Prepare to    newsjack.
flickr.com/photos/slgc/5401648705Know howyou’ll respondto a crisis.MERGE
flickr.com/photos/slgc/5401648705        Deal with other people’sMERGE        high priorities.
Where You Actually Decide:       The Editorial Meeting• Daily, Weekly, or  Every Other Week• Program,  Communications, and...
Any Sticky Situations?http://www.flickr.com/photos/katerha/5588607682
Kivi Leroux Miller@kivilmFacebook.com/ nonprofitmarketingguidekivi@ecoscribe.com
Connect with GuideStarFacebook: http://www.facebook.com/GuideStarUSATwitter: @GuideStarUSATumblr: http://guidestarusa.tumb...
QUESTIONS?
GuideStar Webinar (04/03/13) - Taming Your Communications Calendar Six Months at a Time
GuideStar Webinar (04/03/13) - Taming Your Communications Calendar Six Months at a Time
GuideStar Webinar (04/03/13) - Taming Your Communications Calendar Six Months at a Time
GuideStar Webinar (04/03/13) - Taming Your Communications Calendar Six Months at a Time
Upcoming SlideShare
Loading in …5
×

GuideStar Webinar (04/03/13) - Taming Your Communications Calendar Six Months at a Time

3,070 views

Published on

1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
3,070
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
193
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

GuideStar Webinar (04/03/13) - Taming Your Communications Calendar Six Months at a Time

  1. 1. http://www.flickr.com/photos/ceardach/4549865709 Taming YourCommunications Calendar Six Months at a Time #TamingComms @kivilm @guidestarusa
  2. 2. SpeakersKivi Leroux Miller, PresidentNonprofit Marketing Guide.comLindsay J.K. Nichols,Communications Director,GuideStar USA, Inc. (moderator) #TamingComms, @GuideStarUSA, @kivilm
  3. 3. Get the shorter“My Communications Plan at a Glance” Handout npmg.us/commplan
  4. 4. Nonprofits Have Always Had Many Buckets to Fill with Content Flickr: Tracy Hunter
  5. 5. flickr.com/photos/bramusThere were the good old“print” days (circa 1995).
  6. 6. flickr.com/photos/bramusThen came website updatesand email newsletters.
  7. 7. flickr.com/photos/bramusAnd now there’s social media and mobile.You have so many ways to deliver yourmessage, your head’s about to explode.
  8. 8. You Have Waaaay to Much to Do Flickr: sashaW
  9. 9. And Never Enough Time to Do It! Flickr: laffy4k
  10. 10. Think Like the Media Mogul You Are flickr.com/photos/scobleizer/2265721472Everyone is a publisherand broadcaster, andtherefore a media mogul.Your nonprofit included.
  11. 11. Here’s how to get a grip.
  12. 12. Impose Some Limitshttp://www.flickr.com/photos/ajaxofsalamis/6794460197
  13. 13. How Many Slots in Six Months?Monthly E-Newsletter with Three Articles:6 editions x 3 articles per edition = 18 SlotsWeekly One-Off Email Alerts:26 weeks x 1 topic = 26 slotsFacebook Updates1 per day x 5 days week x 26 weeks = 130 slots 18 + 26 + 130 = 174 Slots to Fill
  14. 14. First, YouMap Original Contentinto 1/3 of Your Slots
  15. 15. Next, You Repurpose that Original Contentinto another 1/3 of Your Slots
  16. 16. Then You Merge What Comes Up intothe Remaining 1/3
  17. 17. Create – and Live By – These Three Documents 1. Big Picture Communications Timeline 2. Core Topics List 3. Editorial Calendarhttp://www.flickr.com/photos/indi/4063079245
  18. 18. 1.The Big PictureCommunicationsTimeline
  19. 19. Big Picture Communications Timeline Core Topics Annual Evergreen: Color: Perennial:Topics CoreStoryArcsMain Callsto Action January February March April May June July August September October November DecemberEvents or Milestones Within Our ControlEvents or Milestones Out of Our Control
  20. 20. What things happen every year?What’s the seasonal to-do list? http://www.flickr.com/photos/fog6y/3503028725/ MAP
  21. 21. http://www.flickr.com/photos/8106459@N07/4928806600/ There’s Kitten Season . . . And When Congress is in Session . . . http://www.flickr.com/photos/nostri-imago/3033054143
  22. 22. What events, programs, or servicesalso need to be mapped (these arelargely within your control)? http://www.flickr.com/photos/28481088@N00/315671189 MAP
  23. 23. MAPWhat are your primary calls to action throughout the year? flickr.com/photos/pss/1359407958
  24. 24. What story arcs can they participateMAP in with you? flickr.com/photos/zaffi/4597977354 Are we there yet?
  25. 25. Communications Arcs• Think Must-See TV, Except Now It’s Your Content!• Story Threads Over Weeks or Months• Think Beginning, Middle, End flickr.com/photos/wonderlane/5351266905
  26. 26. Today Filing Deadline (Feb)Primary Election (May) DNC Convention in CLT (early Sept) The Story of a Political Change Election Day (Nov)
  27. 27. The Story of Stopping Something Bad
  28. 28. The Story of Getting Ready for the Future anewwarrior.greenpeace.org
  29. 29. 2.Core Topics List
  30. 30. Adding in Content on Core Topics• Evergreens stay fresh from season to season. Much of basic website content will be evergreen content.• Perennials come back year after year, but do require regular maintenance especially when they are growing and in bloom. Much of your newsletter and blog content will be perennials.• Annual color is short lived, but full of that extra oomph! Much of what you do in social media will be annual color.
  31. 31. Core Topic Evergreen Perennial Annual Color
  32. 32. Core Topics List for Tabby Cat Rescuers Core Topic Evergreen Perennial Annual ColorWhere to adopt a tabby Directory - only updated as Share Facebook updates needed from our key adoption partnersHow to help tabbies Top Ten Ways to Help Regular features in Stories about star newsletter and blog volunteers, etc.What tabbies are Weekly newsletter feature Featuring individualavailable for adoption tabbies on Facebook andright now TwitterThe history of tabbies Single web page – update Trivia questions on tabby only as new research history becomes available
  33. 33. Now What Do I Dowith All of ThisInformation?
  34. 34. 3.Editorial Calendar
  35. 35. Several Ways to Organize Calendar• By Channel• By Audience• By Program• By Format (e.g. Standing Heads) Flickr: ifindkarma
  36. 36. Got Spreadsheet Brain?
  37. 37. Got Spreadsheet Brain?
  38. 38. Got Calendar Brain?
  39. 39. What does your editorial calendar look like now?
  40. 40. Pick a Realistic Time Frame• Quarterly• Monthly• Weekly Flickr: tanakawho
  41. 41. How far out do you plan?
  42. 42. Don’t Fill It All the Way Up!Start with 33% original content,33% repurposed, andmerge in other 33% later.
  43. 43. That’s What YouCan Plan.Then the WorldComes Along.Make Room.
  44. 44. Make little bets; be fine with failure. MERGE flickr.com/photos/suzettesuzette/6211600207
  45. 45. flickr.com/photos/slgc/5401648705Let social media conversationkeep other content fresh. MERGE
  46. 46. Always make room for serendipity. Be open to surprises. flickr.com/photos/picken/2601726937MERGE
  47. 47. flickr.com/photos/slgc/5401648705 MERGE Prepare to newsjack.
  48. 48. flickr.com/photos/slgc/5401648705Know howyou’ll respondto a crisis.MERGE
  49. 49. flickr.com/photos/slgc/5401648705 Deal with other people’sMERGE high priorities.
  50. 50. Where You Actually Decide: The Editorial Meeting• Daily, Weekly, or Every Other Week• Program, Communications, and Fundraising Staff• Nimble Decisionmaking and Prioritizing on the Fly
  51. 51. Any Sticky Situations?http://www.flickr.com/photos/katerha/5588607682
  52. 52. Kivi Leroux Miller@kivilmFacebook.com/ nonprofitmarketingguidekivi@ecoscribe.com
  53. 53. Connect with GuideStarFacebook: http://www.facebook.com/GuideStarUSATwitter: @GuideStarUSATumblr: http://guidestarusa.tumblr.comGoogle + http://plus.google.com/+GuideStarGuideStar Blog: http://trust.guidestar.org/SlideShare: http://www.slideshare.net/guidestarYouTube: http://www.youtube.com/user/guidestarusaLinkedIn: http://www.linkedin.com/company/guidestarFlickr: http://www.flickr.com/photos/guidestarusa/ #TamingComms
  54. 54. QUESTIONS?

×