Communications Roles and Planning
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What goes out when and where, and who is responsible? How can we communicate as efficiently and as effectively as possible? We’ll help you answer these questions by talking about some essential communications practices, including using an editorial calendar, curating content (using materials created by others) and re-purposing content (recycling your own materials). More information about this training series, including video recordings and handouts: https://lwvc.org/new-information/2015/aug/communications-training Our goal is to give local League of Women Voters leaders the knowledge, tools, priorities and shared language so that they communicate more effectively online. This is a fun, interactive, practical 3-part communications training webinar series. The trainings are being created by Nonprofit Marketing Guide's fantastic Kivi Leroux Miller for League Easy Web (LEW), a technology used by over 260 Leagues to host, create, and maintain their web sites.
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Communications Roles and Planning
- 1. © 2015 Nonprofit Marketing Guide.com 1 Communications Roles and Planning Kivi Leroux Miller President, Nonprofit Marketing Guide.com Kristina Leroux Community Engagement Manager, Nonprofit Marketing Guide.com TheVoicesYou’re Hearing Jennifer Waggoner Director, League Easy Web Project (LEW) Stephanie Drahan Senior New Media Manager, League of Women Voters
- 2. © 2015 Nonprofit Marketing Guide.com 2 What’sYour #1 Question Today? (answer in your questions window) https://www.flickr.com/photos/dbrekke/181939582 Today’s Agenda
- 3. © 2015 Nonprofit Marketing Guide.com 3 Answer, Solve, Inspire Let this drive your communications choices. Remember, good websites and good communications should . . . has no connection to producing great communications, and is likely getting in the way.
- 4. © 2015 Nonprofit Marketing Guide.com 4 Answers Inspiration Solutions Original Content Curated Content Repurposed Content Much Better Results (with more content and less work!) • Editorial calendars: Your plan for where and how often you will communicate Today’s Agenda
- 5. © 2015 Nonprofit Marketing Guide.com 5 Editorial Calendar Rule of Thirds 1/3 Original Content 1/3 Remixed Content 1/3 Open for Merging And everything you create is formatted to work in three different communications channels, or you don’t do it. Map out the Most Important Original/Curated Content First
- 6. © 2015 Nonprofit Marketing Guide.com 6 Next, Repurpose That Important Stuff (If it can’t go three places, it’s not worth creating) Save a Third to Merge in Everything Else Later
- 8. © 2015 Nonprofit Marketing Guide.com 8 • Curating content: Where to find good stuff to share Today’s Agenda Learn how to “curate” content.
- 12. © 2015 Nonprofit Marketing Guide.com 12 #2 Create and embrace a tagging and storage system. #3 Add some value yourself. • Group random bits • Put it a better order (importance, sequence) • Put it in perspective
- 13. © 2015 Nonprofit Marketing Guide.com 13 • Repurposing content: Using the good stuff in multiple ways Today’s Agenda The ability to repurpose content well is what sets apart nonprofit communications professionals from the amateurs. And you don’t have the time, staff or money to do it any other way.
- 14. © 2015 Nonprofit Marketing Guide.com 14 Make the Short Stuff Longer • Examples • Descriptive Details • Quotations • Opposing Points of View Flickr: Robert S. Donovan Make the Long Stuff Shorter • Use just the headline • Reduce paragraphs to bullets • Pull a teaser out • Break it into smaller articles and run as a series Flickr: Brian Teutsch
- 15. © 2015 Nonprofit Marketing Guide.com 15 Change the Lead • Start article in a whole new way • Change the perspective Flickr: Declan TM 3 Content Lifecycles that Affect How Much You Can Repurpose
- 16. © 2015 Nonprofit Marketing Guide.com 16 Evergreen Contenthttp://www.flickr.com/photos/ell-r-brown/4209193833/ Create it once and use it forever. Requires very little updating. Perennial Content http://www.flickr.com/photos/puliarfanita/4680865167 Topics that come back year after year, but do require updating. You might unpublish website content, but keep it in draft for editing next year.
- 17. © 2015 Nonprofit Marketing Guide.com 17 Annual Color Contenthttp://www.flickr.com/photos/calliope/172311121/ Short-lived content, like event marketing or memes. Usually OK to remove from website. • Getting the work done Today’s Agenda
- 18. © 2015 Nonprofit Marketing Guide.com 18 It’s everyone’s job! (But then no one’s job?) Answers Inspiration Solutions Original Content Curated Content Repurposed Content Look to the publishing process (from ideas through measuring impact) – not your org chart.
- 19. © 2015 Nonprofit Marketing Guide.com 19 Ensure that everyone understands how their part fits into bigger picture. Trust and empower by default.
- 20. © 2015 Nonprofit Marketing Guide.com 20 Your final questions? (answer in the questions window) https://www.flickr.com/photos/dbrekke/181939582 Writing for theWeb on December 2, 2015. Learn how to write to be read in email, social media, and on your website. NEXT ON THE SCHEDULE . . .