The document provides strategies for effective internal communications within a council, emphasizing the importance of clarity, credibility, and consistency tied to the council's strategic goals. It suggests various tools and channels, such as newsletters, social media, and surveys, to engage different audiences effectively. Key takeaways include the use of free resources for measurement and inspiration from successful practices in other organizations.

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
2

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
3

4. Internal Communications “Big Rocks” Grid
4

5. Audiences and Channels Spreadsheet
5

6. New CSE Selection Communications Plan Sample
6

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
7

8. Know Your Audience
Scout: Awesome!
Dad: That’s my boy!
Mom: He’s gonna get burned!
Slide courtesy of Tom Martin, Converse Digital
8

9. Scout Wire e-newsletter
Tip
Use $$ wisely: Free
software, cheap
template
9

10. Best Practice: GE Reports

11. Trick
Want more viewers?
Use images!
11

12. The Buzz News Videos
Tip
Use what the
amateurs use without
looking like one …
o Shoot
landscape
o Buy an external
mic
12

13. WBtv Video Blog
Tip
Create a blog for your
marketing/communications
committee to share info, links,
etc.
13

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)
15

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
16

17. Best Practice: Starbucks
17

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
18

19. Council Twitter Page
Tips
Use links! Send
readers to your council
website or Facebook
page for more
information
Use images!
19

20. Surveys
www.surveymonkey.com
 Free!
 Web-based, nothing
to install
 Good analytics
www.questionpro.com
www.wordpress.com
20

21. Measurement
 Don’t reinvent the wheel – use the FREE tools that are
available:
 YouTube Analytics
 Wordpress
 Google Analytics (google.com/analytics)
21

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.
24

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
25