communication across channels why, how when midwinter 2013
DESCRIPTION
This presentation was created in this form for the United Way Mid-Winter Conference in Madison, Wis. in 2013. Licensed under Creative Commons with attribution to: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/TRANSCRIPT
Communication Across Channels: Why, How & When
United Way Mid-Winter Institute 2013
Madison, Wis.
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Welcome!
• Who is this guy (@ctrappe) ? Where I came from … where I’m heading
ChristophTrappe.comChristophsBlog.com
UWECI.org#uwmidwinter
Rules, rules, rules!
• Got a question? Ask it. That increases your chances of it being answered.
• Share your thoughts, experiences, opinions, etc.
• This session is on the record… you can find the slides here: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/
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Today!Communicating across channels
Takeaways:
Understand the channelsYour own step-by-step guide for a channel strategy
Formatting content based on user expectation
Measuring success
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One more change: ZMOT
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The Zero Moment of Truth
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OMG! Really?
Is this guy serious?We know that!But how do you implement this?
We’ll get there… but let’s first look at channels today!
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Channels
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Channels
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Which one is most important?
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Channels
• Latest buzzwords: Social, social, social…. Huh?
Source: http://www.unleashed-technologies.com/blog/2013/02/11/2013-nonprofit-marketing-trends-you-need-knowNext page, too!
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But, most important channel is…
But, but, but… social
• United Way of East Central Iowa
– Facebook: 1,124 followers.
– Website: Since November '11: 50,000+ people visited website. (Not all internal . )
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Channels and content
• So, what does that mean: Website most important, but have to get to all channels.
– As much as that’s possible: Some prioritization needed: There are hundreds of social networks!
• How deep does content have to go?
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Channels
• Website: Three levels of content!
– Level 1: Short and headlines … most people skim (and visit the homepage)
– Level 2: A bit more detail: Video, transcript, etc.
– Level 3: So much more … details, details, stats, etc.
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User base visualization
0
20
40
60
80
100
120
Users
Level 1
Level 2
Level 3
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Your brand voice
• Before you can start, though, decide on your brand voice…. How do you want to come across?
• Example for United Way in Cedar Rapids…
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Brand voice
Serious, but fun. But not silly!
Definitely not markety!
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What’s markety?
• Avoid words like this:– This FANTASTIC event.
– Everyone has/will have fun.
– Biggest event ever.
– The best
– The fastest
– The slickest
From: ChristophsBlog.com
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Channels - Website
• Many would expect to be more formal. (Doesn’t mean has to be too formal!)
• Needs to have all the info. (People come here to search for it, even when it’s not public. Example: Private event search)
• People will find your content here through search and direct visits.
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Channels - Social
• Facebook: Pictures, pictures, pictures.
• Twitter: Lots of updates.
• YouTube: Short! Especially early on.
• Don’t always link back to your website!
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Channels - Billboards
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Channels – News releases
• Get to the point!
• Write like you are writing to the journalist’s audience (allows copying and pasting)
• Include contact info
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Channels - TV
• Be available. Don’t make people wait.
• Answer questions in sound bites. “If you can’t explain simply you don’t understand it well enough” - Einstein
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Channels - Print
Put everything in here… Just kidding!
Also use Level 1 – 3 concept.
How will people actually use it?
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Channels – Emails Newsletters
• Get to the point.
• Keep it short.
• Personalize. (Volunteer newsletter replies example)
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Channels
• Which ones did I miss?
• How do you talk on them?
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Channels – Never the right answer!
Because we’ve done it like this!
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But, but, but is it making money?
• Who here has done print advertising?
• TV?
• Radio?
How do you know that it makes money?
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Hello? Does it make money?
What’s the first light beer that comes to mind?
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I’ve talked enough…
• How do you measure success?
Donations, sure … then community change … but how about channel specific.
Take some time and think about this … then share in your group and then let’s talk about it.
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Group discussion
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Metrics
• Websites (Google Analytics)
– Visitors, pages per visit, etc.
• Social
– Klout.com (60 plus starts showing you have influence)
– Kred Score (920+)
– Metrics, Likes, etc.
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Managing all these channels
• How are you going to do it?
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Channel management
• Produce once … distribute to different channels based on user expectation.
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Step 1
I’m out …. I don’t have a camera…
Who said that? Anyone?
Tools …
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Step 2
• Transcript posted to website
– Web searches (Adds content and keywords)
– Makes it easier for you to find quotes, etc., for other channels.
• No time for a transcript? Write down summary/highlights/best quotes from video!
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Step 3
• Determine other uses (if you didn’t do that earlier)
• Could depend on topic (Examples: KPACE, Powerball winner, campaign results)
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Where to go from here…
Any questions so far?
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Where to go from here…
• Storytelling class is tomorrow afternoon, but … who has a story to share?
• Anyone has a story shared on all channels?
• How about one shared on a traditional channel….
• How would you package it for others?
• Who does it?
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Group exercise: Identify stories, how to share on different channels
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Did we go over time?
Questions?
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We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:
319-804-9853
Twitter.com/Ctrappe
ChristophsBlog.com
ChristophTrappe.com
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