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Connecting the Dots - CDN July 2015
Michelle Kershner gave a presentation on connecting communication strategies across different platforms. She stressed the importance of crafting a solid message, controlling the message, and connecting it across various channels. This ensures the key information remains clear and focused. She provided tips on building an audience first before sharing content widely, and using tools like hashtags and links to tie messages together into a coherent narrative. The goal is to effectively wrangle messages on wild social media landscapes and bring focus to one's overall communication.
Connecting the Dots - CDN July 2015
- 1. Michelle Kershner Business DevelopmentSpecialist City of Frederick “CONNECTING THE DOTS”
- 2. CONNECTING YOUR COMMUNICATION Communication Strategies Make the Most of Your Content Integrating Your Messages Real Examples
- 3. A FESTIVAL OFCONFUSION 1 2 “Join us this weekend at the Zora Neal Hurston Festival of the Arts and Humanities in historic Eatonville, Florida.”
- 4. A FESTIVAL OFCONFUSION 3 Website 4 MAP 56.5 mi, 1 hr 1 min driving 5 Events “Press” refers to books for sale. 6 7 Blog
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- 6. If something is… •Important enough to post on Facebook or Twitter (twice). • Important enough to have on the home page of your website. • Important enough to staff and attend for multiple days. It’s important enough to connect the dots in your communication. IF SOMETHING IS IMPORTANT ENOUGH TO…
- 7. Wild West ofSocial Media Messages “I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880 {@BillyTheKid} @HeiskellJones I’m #outlawed and it wasn’t long since I was a law and old Pat an outlaw #wildwest {@OldPat} LOL @BillyThekid is an #Outlaw now! And I’m law! #wildwestjustice {@WildWestSherrif} News Release: @BillyTheKid #outlawed; @OldPat now legit ow.ly/hw5ac {@Gentleman }FYI @BillyThekid is an #Outlaw! Knew it! RT @OldPat LOL @BillyThekid is an #Outlaw now! And I’m law! {@CWyattEarp} @IkeClanton You damn dirty cow thief, if you’re anxious to fight, I’ll meet you! #OKCorral
- 8. 1. Craft aSolid Message 2. Control Your Message 3. Connect Your Message HOW DO YOU WRANGLE IN WILD MESSAGES? By the time this session is over, over 21 million Tweets will be sent. (2 years ago it was 16 million)
- 9. BUILD YOUR BASE,THEN CONNECT THE DOTS Toolbox: • Facebook • Twitter • Instagram • YouTube • eNewsletters • Press Releases/ Public Relations • Advertising • Printed Materials • Annual Report • Blog • Website
- 10. Before youeven THINK about socially sharing, think about your base. BUILD YOUR BASE, THEN CONNECT THE DOTS Image, Short & Sweet Shorten Those Links: Bit.ly Ow.ly Goo.gl
- 11. Ask yourself… PRE-POST ANALYSIS Someonein your office just won an award. Your boss says, “Hey, that would make a great Tweet or Facebook post.”
- 12. • Do Ihave an image of the person? • Does the “rest of the story” already live online? • Do I need to create online content first? • Do I need to “tag” people, and therefore like their page or follow them? • How is this post part of my overall marketing strategy? TOUGH QUESTIONS Be able to control your own content. @CDNMaryland
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- 14. CONNECTING THE DOTSBRINGS FOCUS The way you communicate an idea allows an image to take shape. The more you connect, the more your message comes into focus.
- 15. 1. Craft aSolid Message 2. Control Your Message 3. Connect Your Message HOW DO YOU WRANGLE IN WILD MESSAGES? 33 – The percentage of US Internet users who said they ended a connection with a brand on social media due to the brand sharing too many updates. (Source: eMarketer)
- 16. • Corporate blogsare the most useful channels for media when searching for articles • 81% of journalists are using Twitter (2014, Meltwater.com) • 89% of journalists research their story ideas on blogs (2014, Meltwater.com) • On average, 3 different social media channels are used to prepare each story (Holmes Report, March 26, 2012) EXAMPLE: PUBLIC RELATIONS “While traditional communications channels such as press releases remain important, brands are missing out by not embracing a balanced approach across all social channels.” - Dan Baxter
- 17. “America’s best smallcomeback towns”
- 18. FREDERICK IS ONEOF AMERICA’S PRETTIEST PAINTED PLACES PutyourPressReleaseOnline SetYourFoundation ControlYourContent Press Release Links to Website, YouTube, Facebook
- 19. FREDERICK IS ONEOF AMERICA’S PRETTIEST PAINTED PLACES Animoto Embedded video Free Online photo editing tools •PicMonkey •Photoshop Express Editor
- 20. WIN: TRADITIONAL MEDIA LINKSTO NEW MEDIA
- 21. • Guest blogposts • Contributing article for outside publication • Use on homepage slider • Share in newsletters • Advertising • Marketing Collateral • Brochures • Annual Reports • Membership CONNECTING THIS MESSAGE WITH MARKETING Foundation=Content & Images Community & Relocation Guide, Winter 2013 Advertising
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- 24. TOUGH MESSAGE CHOICES– BE CRAFTY! Someone in your office just won an award. Your boss says, “Hey, that would make a great Tweet or Facebook post.” What if… …you work for a Downtown Association? You post information on • Fun community events • New shop openings • Food and restaurants Your part-time accountant won this award. Do you still share it? •What is your message? •Who is your audience? •Does this apply?
- 25. TOUGH MESSAGE CHOICES– BE CRAFTY! Our accountant, Ann, was caught sporting a jacket from downtown shop Fine Threads when she won the Young Accountant of the Year Award. Learn more about Ann: Lin.k.ly Creative Crafting! Not every piece of news is worthy of sharing socially over every network.
- 26. 1. Craft aSolid Message 2. Control Your Message 3. Connect Your Message HOW DO YOU WRANGLE IN WILD MESSAGES? Nearly 60% of social media users of them are willing to like or follow a brand on social media. 61% will unfollow brands because the content is no longer relevant, they no longer purchase from the brand or because the connection was tenuous to begin with. -- socialtimes.com, 2014
- 27. When does thishappen? • Working with partners outside your organization or company • Different team members all writing messages • Influencers, members, customers, etc. are sharing your message SHARING THE SOCIAL MESSAGE Challenge: Who owns the message? How do you share?
- 28. Tell peopleHOW to talk about you. • Members • Staff • Partners • Influencers COLLABORATING: TALK THIS WAY Encourage people to talk about you by giving them: •Suggested Facebook Posts •Suggested Tweets •Hashtags •Images or Infographics •Handles
- 29. Community development organizationsemployed 3,549 full-time employees and 431 part-time employees in 2014. Community development organizations invested more than $122.2 million in projects statewide in 2014. 50 community development organizations produced a total of 1045 units of housing, and invested more than $121 million. There are 27 certified “main streets” statewide supported by nonprofit organizations or government agencies. @CDNMaryland
- 31. WORKING WITH PARTNERS EstablishGround Rules for Sharing •Organization that owns the content posts it. •Share only most important posts. •Others reshare the content.
- 32. WORKING WITH PARTNERSOUTSIDE OF YOUR ORGANIZATION Tools for Collaboration •Private Facebook Group •Email Group •Linked In •Google •Basecamp •Outlook •Project
- 33. Tell people HOWto talk about you, your product or event. COLLABORATING: TALK THIS WAY Graphic to Share #Hashtags Sample Posts Handles Sample Press Releases Advocacy Campaign
- 34. Follow CDNon Facebook and Twitter Read reports and find information that supports what your organization does Craft a press release relating report stats to your organization, site your organization’s efforts as an example Share partner information via social media Use hashtags and handles Follow partners Identify photography Remember your audience! IDEAS FOR CRAFTING YOUR MESSAGE
- 35. WHAT DID WELEARN? Wrangling is Tough Work Craft+Control+Connect “…Social Media is not an island. It’s a high-power engine on the larger marketing ship.” Matt Dickman, SVP Digital Marketing at Fleishman Hillard, technomarketer.typepad.com
- 36. Restore Order toYour Messaging “I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880 {@BillyTheKid} Outta here! RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@OldPat} LOL RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@WildWestSherrif} News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@Coyboy4} Knew it! RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@Coyboy3} Knew it! RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@Coyboy2} Knew it! RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@Coyboy1} Knew it! RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw
- 37. Connect The Dots. AndYou Will Build Stronger Communities in Maryland
- 38. Michelle Kershner Business DevelopmentSpecialist City of Frederick 301-600-6363 mkershner@cityoffrederick.com www.businessinfrederick.com @frederickded @mahker facebook.com/frederickded QUESTIONS?