What Makes Good Web Content? Produce videos and blogs that engage your audiences and motivate action. Wednesday, February 9, 2011, 1-2:30 pm EST Rebecca Krause-Hardie & Sidney Skybetter Ever watch videos or read blogs, only to have have your eyes glaze over? In this webinar, two social media consultants will identify the key elements that are essential to posting great content, for videos, podcasts, or blog posts, drawing examples from the dance field. They’ll tell us what to do and what to avoid, to get it right and build the buzz about your art and performances, transforming your social media from Blah to Wow!

1. What Makes Good Online Content?
Sydney Skybetter, Partner, Design Brooklyn
Rebecca Krause-Hardie, Manager, EDA Learning Community
Suzanne Callahan, Project Manager, Engaging Dance Audiences
Rachel Bell, Communications Specialist, Dance/USA
Engaging Dance Audiences is generously supported by
the Doris Duke Charitable Foundation and the James Irvine Foundation.

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5. Introductions
Sydney Skybetter
Rebecca Krause-Hardie

6. Today’s Plan
Intros
What do You want?
The Five Canonical Rules of Online Content
Seven Simple Blog Strategies
Q& A (but don’t wait til the end!!!)
Online Resource Guide at
EDA.danceusa.com

7. What Do YOU Want?
What kind of online content have you created
in the past?
How do you feel about its relative success,
failure, or ROI?
What questions do you have about online
content that you want addressed?

8. The Five Canonical Rules of Online
Content

9. 1. Tell a Story
What’s the point?

10. Make an emotional connection!
Fear of emotions!

11. Have the right Protagonist!
Who is the hero of your story? Hint: not you!

12. More is not Better!
One message per story

13. Draw people In
Use humor or suspense

14. How do you want people to feel?
Use humor or suspense

15. Supplies - talking points
“Give your ideas ‘handles’-
If others can take your
ideas and run with them,
they’re apt to comment on
their gratitude, and/or their
new variation on what you
did. Encouraging that is a
great way to build more
conversations.”
Chris Brogan

16. Include Call to action?
WWF campaign

17. 2. Collaborate!

18. Jordan Matter + Ballet Hispanico = Awesome!

19. Jordan Matter + Ballet Hispanico = Awesome!

20. Ballet Hispanico on facebook

21. Jordan Matter on facebook

22. 3. Have a roll-out plan
Schedule
All stakeholders coordinated and engaged
Online and offline coordination
Central management – one point person

23. Larry Keigwin’s “Dark Habits”

24. On Facebook

25. On Twitter

26. 4. Be Personal
Psychic numbing

27. 5. Short!
Really!

29. Seven Simple Blog Strategies
Short! 250-500 words max!
Personal Voice
Avoid long paragraphs (people don’t read!)
Use titles to convey key points (think key
words)
Don’t bury your best stuff – put it up front!
Invite questions and further discussion
Link to content that you reference

33. Qualities of successful messages
They are unique
They have utility to the recipient
Fair exchange (between sender and
recipient)
Trust – (trust that you will be thoughtful in
what you send us)
They are entertaining or inspired

36. Just for Review:
The Five Canonical Rules of Online Content
Tell a Story
Collaborate
Have a rollout plan
Be personal
Short!

37. A great video!

38. Questions?
Thank you!

39. Thank you for your kind attention!
There are just two more items…

40. Join us for the next webinar
TBA
Date: March 9, 2011 (Tentative)
1-2:30 pm EST

41. Continue this Conversation
For additional dialogue about this topic,
visit the EDA Learning Community at
http://eda.danceusa.org.
We’ll keep talking on the discussion boards
(Communicate tab, Discussions).