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Communication in the Post-Print World Presented by: Sam Knox, ONE/Northwest www.onenw.org

2.
Print vs. Web <ul><li>Print Publishing </li></ul><ul><li>Static presentation </li></ul><ul><li>Precision presentation </li></ul><ul><li>Variety of fonts, complex layouts, resolutions </li></ul><ul><li>Linear consumption of content </li></ul><ul><li>Content tends to be verbose, narrative </li></ul>

3.
Print vs. Web <ul><li>Web Publishing </li></ul><ul><li>Mutable presentation </li></ul><ul><li>Suggested presentation </li></ul><ul><li>Limited set of fonts, layouts, resolutions </li></ul><ul><li>Non-linear consumption of content </li></ul><ul><li>Content tends to be terse, actionable </li></ul>

4.
Push vs. Pull <ul><li>Traditional Web Publishing </li></ul><ul><li>Organizational website </li></ul><ul><li>“ Build it and they will come” </li></ul><ul><li>Traffic will organically arrive at your website </li></ul><ul><li>“ Gravity Well” </li></ul><ul><li>Content is discoverable, but not distributed </li></ul>

5.
Push vs. Pull <ul><li>Broadcast Publishing </li></ul><ul><li>Email, RSS, Twitter, Facebook </li></ul><ul><li>Content is broadcasted to interested persons </li></ul><ul><li>Often tied back to website or blog </li></ul><ul><li>Transactions can be written to a database </li></ul>

6.
Roles and Responsibilities

7.
Best Practices <ul><li>Do not copy and paste directly from Word! </li></ul><ul><li>Make content scannable </li></ul><ul><li>Write short, concise paragraphs </li></ul><ul><li>Use hyperlinks effectively </li></ul><ul><li>Prepare images properly </li></ul>

11.
Translation Tasks <ul><li>Translation tasks often include: </li></ul><ul><li>Text formatting </li></ul><ul><li>Hyperlink text </li></ul><ul><li>Preparation of images </li></ul><ul><li>Proper spacing </li></ul><ul><li>Testing </li></ul><ul><li>Troubleshooting </li></ul>

12.
Content Strategist from Content Strategy: The Philosophy of Data by Rachel Lovinger www.boxesandarrows.com <ul><li>The job of the content strategist is to make content: </li></ul><ul><li>Relevant to people (proper tone, style) </li></ul><ul><li>Useful to machines (metadata, document structure, SEO) </li></ul><ul><li>Efficient to produce (business rules, workflow) </li></ul><ul><li>Comprehensive (content review, refresh, gap analysis) </li></ul>

13.
Publication Workflow <ul><li>The Basics </li></ul><ul><li>Who has rights to publish content? </li></ul><ul><li>Do you need a review process? </li></ul><ul><li>Who needs notifications? </li></ul><ul><li>Same workflow for all channels of communication? </li></ul><ul><li>Extra Credit </li></ul><ul><li>Use consistent language </li></ul><ul><li>Create a publishing calendar </li></ul><ul><li>Create a style guide </li></ul>

14.
Think Like your Audience <ul><li>Give it 10-20 seconds </li></ul><ul><li>What does it say? </li></ul><ul><li>Was it interesting? </li></ul><ul><li>Did the page ask you to do anything? </li></ul><ul><li>Would you act on it? </li></ul>

15.
Adding it Up <ul><li>Quality content matters otherwise . . . </li></ul><ul><li>People will stop listening </li></ul><ul><li>Train your audience to ignore you </li></ul><ul><li>No social change </li></ul><ul><li>No education of the public </li></ul><ul><li>Poor reputation </li></ul>

16.
Email

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Choosing a Provider <ul><li>Answer these questions: </li></ul><ul><li>What volume of email are you sending? </li></ul><ul><li>How big is your subscriber list? </li></ul><ul><li>How many lists? </li></ul><ul><li>Do you need subscribers to be able to opt-out of each list? </li></ul><ul><li>Do you need to be able to schedule sends ahead of time? </li></ul><ul><li>What are your integration requirements? </li></ul><ul><li>Do you need multiple logins to the same account? </li></ul>

19.
Elements of a Newsletter <ul><li>Table of contents </li></ul><ul><li>Short snippets linked back to website </li></ul><ul><li>Do not include full article text in email </li></ul><ul><li>Mixture of news, events, etc </li></ul><ul><li>Great for informing subscribers, updates on programs/campaigns </li></ul><ul><li>Not very effective for fundraising or organizing </li></ul>

21.
Elements of an Action Alert <ul><li>One, readily identifiable action </li></ul><ul><li>Repeat link with different wording </li></ul><ul><li>Put action link on its own line </li></ul><ul><li>Few or no images </li></ul><ul><li>Intriguing subject line (ask a question, provocative, timely) </li></ul><ul><li>Personalization </li></ul><ul><li>Segmentation </li></ul>

25.
Social Media

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Who’s on Facebook?

27.
Build Relationships <ul><li>A new medium </li></ul><ul><li>Connections, affinity </li></ul><ul><li>Get to know your constituents </li></ul><ul><li>Listening </li></ul><ul><li>Lower bar to participation </li></ul><ul><li>Puts face to an organization </li></ul><ul><li>Learn new communication behaviors </li></ul>

28.
Social Media Publishing <ul><li>Short format </li></ul><ul><li>Drive traffic back to website </li></ul><ul><li>Conversations </li></ul><ul><li>Align with other communications channels </li></ul><ul><li>Viral </li></ul>

30.
Emerging Trends <ul><li>A “people-centric” web </li></ul><ul><li>Portable identity </li></ul><ul><li>Persistent relationships </li></ul><ul><li>Privacy concerns </li></ul><ul><li>The blur between professional and private life </li></ul><ul><li>Numerous audience networks </li></ul>