Voices of the BlogUnited Way Worldwide<br />August 19, 2011<br />
2<br />Reinventing the BlogWhy the change?<br />Current Blog<br /><ul><li>Content is often stale
Content is unilateral, heavy on announcements and little room for engagement
“One size fits all” user experience</li></ul>New Blog – Directly Feeds United Way Facebook Page<br /><ul><li>Loaded with c...
Users subscribe to authors or topics they follow
Better integration with social media
Improved cultural relevancy and content delivery</li></li></ul><li>3<br />Building a New BlogCreating Community<br />Goals...
Cultivate communities around various issues and topics
Create culture within United Way supporters
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United way social media plan august 2011

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United way social media plan august 2011

  1. Voices of the BlogUnited Way Worldwide<br />August 19, 2011<br />
  2. 2<br />Reinventing the BlogWhy the change?<br />Current Blog<br /><ul><li>Content is often stale
  3. Content is unilateral, heavy on announcements and little room for engagement
  4. “One size fits all” user experience</li></ul>New Blog – Directly Feeds United Way Facebook Page<br /><ul><li>Loaded with compelling content
  5. Users subscribe to authors or topics they follow
  6. Better integration with social media
  7. Improved cultural relevancy and content delivery</li></li></ul><li>3<br />Building a New BlogCreating Community<br />Goals:<br /><ul><li>Create a genuine conversation space for United Way and its supporters
  8. Cultivate communities around various issues and topics
  9. Create culture within United Way supporters
  10. Build a queue of “ready-to-go” content scheduled for publication to ensure continuity and time content strategically</li></ul>Metrics: Measuring clicks, shares, and comments<br /><ul><li>Increase readership and blog traffic (benchmark: 100-300 per month)
  11. Increase content sharing and referrals (benchmark: zero)
  12. Improve search engine optimization w/ a variety of topics</li></li></ul><li>4<br />Voices of the BlogCreating Personalities for User Engagement<br />Initial Voices:<br />Voice Topic Coordinator<br />Nina Sazer-O’Donnell Education Mariana Florit<br />Mei Cobb Volunteering KirenBansal<br />Patrick McIntyre Advocacy Patrick McIntyre<br />Tracey Holmes NFL Tracey Holmes<br />Amber Gomez Partnerships & Corporate Amber Gomez<br />Brian Cox United Way General Posts Brian Cox <br />
  13. 5<br />Your CommitmentBecoming a Voice or Coordinator<br />What it means to be a Voice:<br /><ul><li>Weekly blog posts published under your name (Daily for PMc)
  14. Approval of all posts published under your name
  15. Quarterly content strategy meetings with Online Engagement team, Voices and coordinators</li></ul>What it means to be a Coordinator<br /><ul><li>Working with team members or other relevant UWW staff to generate, assign and wrangle content on a set schedule.
  16. Delivering content
  17. Bi-weekly editorial meetings with the Manager of Online Engagement (Brian Cox)</li></li></ul><li>6<br />What should I write?Ideas for Content – Keep an Eye Out for Images for Use<br />Stories from Local United Ways & PartnersExample: “United Way of Greater New Haven recruits it’s 25,000th education volunteer!”<br />Give, Advocate, Volunteer: Ideas, Examples, Success StoriesExample:“Act now! Tell Congress not to cut critical disaster preparedness funding.”<br />Features: An interview, weekly/monthly column, guest bloggersExample: “NnamdiAsomugha eats healthy, and tells all about his new diet.”<br />Facts & Information: Select compelling information w/ Broad AppealExample:“New study shows that volunteers are the most effective agents of change.”<br />Multimedia ContentExample: “Video: Warren Buffet’s powerful keynote speech on giving.”<br />ExposéExample:“One CEO’s quest to celebrate philanthropy in the workplace.”<br />Third Party Content w/ Brief Summary and Link<br />
  18. 7<br />Content ProcessOverview of Content Creation<br />Step 1 Coordinator, Voice and Online Engagement team map out content<br />Step 2 Coordinator organizes relevant staff to generate or collect content<br />Step 3 Content is approved by the associated Voice<br />Step 4 Approved content is delivered to the Online Engagement Team<br />Step 5 Content is considered and appropriately scheduled for publication on the blog<br />
  19. 8<br />Next StepsGetting Ahead of the Game<br />Generating a Wealth of Content<br /><ul><li>Goal: Queue at least two months of content for all Voices at all times</li></ul>Establishing Voices<br /><ul><li>Each Voice will provide a bio for public consumption and photo upfront</li></ul>Next Steps<br /><ul><li>Within two weeks: Generate one month of content (20 posts)
  20. Within one month: Generate two months of content (40 posts)</li></li></ul><li>Thank You<br />

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