How to Create a Comprehensive Communications Plan

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Workshop delivered at the "National Conference of State Legislatures" Super Professional Development Series in Madison, WI on October 10, 2012.


  • 1. Creating a21st CenturyCommunications PlanFacilitators:Andrew Krzmarzick, GovLoop Community ManagerDon Stanley, Owner of 3Rhino Media / Faculty, UW-Madison

2. Government 1.0Town Halls ConstituentMeetingsThese are still important 3. Government 1.5Streaming / Updated Websites Recorded VideoImproved access for more people 4. Government 2.0Mobile Apps Social Media Engage them on-the-go 5. "Our children should learn the generalframework of their governmentwhere ittouches their daily lives and where theirinfluence is exerted on the government.It must not be a distant thing, someoneelses business, but they must see howevery cog in the wheel of a democracy isimportantfor the smooth running of theentire machine." 6. Our Time Together Today Introductions 21st Century Communications Approaches Examples Ideas Your Challenges Your Solutions How-To Demos? 7. Introductions Name State Title / Role Biggest Challenges 8. The 7 Ps of 21st CenturyCommunications Purpose Promote PeopleParticipate PlanProgress Produce 9. PurposeWhy do What is your mission?you do whatyou do? What is your passion? What are your values? What impact stories inspire you? 10. Purpose: Mission: Connect government to improve government Passion: Helping people do their jobs better Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility Impact Stories: Next page 11. Purpose: Recently, Facebook stripped our administrator rights from the CityImpact of Ankenys Facebook page. With it, our custom URL was alsoStories: removed. We can no longer access our Insights page and we cannot post as the City of Ankeny on other Facebook pages. Facebook says that we cannot identify ourselves as the City of Ankeny because it is their policy that users may not manage pages about towns, cities or states. Use of "City of" in our name is too generic. Has anyone else run into this problem with Facebook? 37 comments Facebook response 12. Purpose:My constituents access to state government is often through me.Certainly being a public policy maker is a big part of that.But my role is also as an educator,to help my constituentsfeel part of the democratic process. - Colorado Legislative Leader, 1996 Source: 13. People Who do you deliver value to? What value do you deliver to each? What internal resources do you have? What external resources can you leverage? 14. People:Deliver value to:Type of value:Content and Community 15. People:Internal resources:External resources: 16. People: Who Do You Serve? 17. People:Internal resources: External resources: 18. Plan Outcomes 19. PlanWhat are your(really)? Comments? Feedback? Fans? Volunteers? Retweets?or Actions? +1s? People Helped? Pageviews?Responses? Phone Calls?Impact Stories? 20. PlanNever mistake this for this!Feedback?Volunteers?Actions?People Helped?Responses?Impact Stories? (Your Purpose!) 21. PlanNever start here. Start here!DonationsVolunteersSubscribersEvangelistsStories(Your Purpose!) 22. PlanWhat signify success for you?For each specific outcome: What do you need people to do? Why are they going to do it? How will you know when an outcome is achieved? What points of engagement lead to the outcome? 23. PlanHow will you know when are achieved? 24. PlanWhere are your stakeholders?The ones you know? Your current websites Lists: Events, email, snail mail, cell phone numbers Memberships: associations, professional groups Social media: Facebook, Twitter, LinkedIn, YouTube, etc.The ones you need to meet? Identify primary keywords for search engines how do you rank? Search engines and alerts: news sites, forums, blogs, associations Social media / websites: similar organizations, trending topics, etc. 25. Plan:= Engage and empower 100,000 awesome peoplewho want to make government better.Where are they? 26. Plan: 27. Plan: 28. Plan: and 29. ProduceWhat content will you create / share? Newsletters? Photos? Press Releases? Interviews? Podcasts? Resources? Publications? Announcements? Stats/Data? Videos? Stories? Opinions?Produce | Reproduce | Repurpose (Yours and Others!*) * With attribution, of course 30. ProduceWho is going to create / share it?Staff? Volunteers?Consultants? Senior Leader(s)? Constituents? PR Firms? Communications? Students? Media? Frontline? Fans? Interns? Followers? 31. ProduceWhat makes for great content (online)? 1. Variety 2. Short 3. Images 4. Action 5. Milestones 6. Topic du Jour Credit: 32. Produce:WhatmakesTitlefor greatcontentImage (online)?Format 33. Produce:12 minutesSide Note: Go Big Red! 34. Produce: 35. Produce:Side Note: Go Cyclones! 36. Produce: 37. PromoteWhere are you going to share it? Traditional Social Media Mobile Website Facebook Text (SMS) Newsletters Twitter Apps Email, PDF, Print Google+ Press Release LinkedIn Events Video Sharing Niche Networks 38. If Twitter was a country Population: 140 millionIt would be bigger than Russia, Ukraine and Kazakhstan 39. If Facebook was a country Population: 1 billion active usersIt would be the worlds 3rd largest countryBigger than North and South America combined 40. If Email Was a CountryIt Covers Continents It would be an empire: 2.9 Billion users 41. Promote: eNewsletters1 64725839 42. PromoteWhen are you going to share it? Day of Week Time of Day Target Dates Weekdays? AM or PM? Events? Weekends? Breaks? Milestones? Frequency Daily (once or many times a day)? Weekly? 43. Promote:GovLoop Schedule and Staffing for Social PromotionWhere: Newsletter FacebookTwitter LinkedInGoogle+ Daily AM Daily Daily Daily DailyWhen:Ad Hoc Varies8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p (Best = T, Th) (Best = T, W) (Best = M)(Best = T, W) (Best = ?) Rotate Staff /Who: Fellows Rotate Fellows Daily Themes CoreDiscussions,Discussions,What:Product PushFun, QuotesContent Content Content 44. Promote:How are you going to share it? 1. Calls to action are key People want to do something Tell them what to do! 2. Location, location, location Your website Social media 45. Being Fantastic on 1. Human voice 2. Effective use of photos 3. Relevant, local information 4. Diverse information 5. Blend of fun and serious 6. Frequent posting 7. Open forum 46. Being Twemendous on1. Human voice2. Lots of @s3. Responsive4. Blend of fun and serious5. Timed posting 47. Promote: 48. Promote: 49. Promote: 50. Promote: 51. Promote: 52. Promote: 53. Promote: 54. ParticipateWhere are you going to engage? Traditional Social Media Mobile Website Facebook Text (SMS) Newsletters Twitter Apps Email, PDF, Print Google+ Press Release LinkedIn Events Video Sharing Niche Networks 55. ParticipateWhen are you going to engage? Day of Week Time of Day Target Dates Weekdays? AM or PM? Events? Weekends? Breaks? Milestones? Frequency Daily (once or many times a day)? Weekly? 56. Participate:GovLoop Schedule and Staffing for EngagementWhere: Community FacebookTwitter LinkedInGoogle+ Daily Daily Daily Daily AMWhen:Ad Hoc Varies 8a, 12p, 4p Ad Hoc8a, 12p, 4p 8a, 12p, 4p (Best = T, W) (Best = T, W) (Best = ?)Who: Staff / FellowsRotate Fellows Comment, CommentsWhat:and Sharing Comment @ Replies Share toComment GovLoop 57. Participate: 58. Participate: Invited: 1,500 Going: 51 Maybe: 27 Total: ~5% Comments = 44 Participants = 15 Total = 1% 59. ProgressHow are you doing? Statistics Stories Focus on Opens/Clicks ImpactActionable Views/Visits ChangeInformation Likes/RTs Actions Referral Sources Sharing 1. Test Sign-Ups2. Learn $$$ 3. Iterate 60. ProgressHow are you checking?How often? Google Analytics and Alerts Real-time Trackur, Radian 6, Other? Daily Facebook Insights? Weekly Monthly Google Alerts? Hootsuite 61. Progress 62. ProgressWhere can we improve? Mission focus? Project Scope? More / better outcomes? Stakeholder engagement? Engagement points? Engagement vehicles? Monitoring systems? 63. ProgressTesting to increase action likelihood: Recommend changes to landing pages and action funnels Launch the test, wait, analyze If it works, double down; If not, try again (or stop)Feedback systems and methods: A-B element testing, funnel path, offers and incentives Friends, co-workers, clients, partners SurveyMonkey / SurveyGizmo 64. ProgressBuilding effective campaign pages: More bullseye: focus on the outcome An effective page: has what I need, tells me how to get it / why its good, gives me a reason to take action, feels safe and easy Headlines: speak to users primary interest Calls to action: roughly same place on every page Contact information: should be on every page Contextual calls to action: top and bottom of every page ALWAYS BE IMPROVING! 65. Campaigns1. Set short deadlines - adds a sense of urgency;2. Create an ongoing sense of community.3. Humanize: let constituents see other people theyare helping and the progress that is being made.4. Maintain a sense of humor.5. Measure engagement as well as your ultimate goal. 66. Campaigns1. Win-Win: Members for us,$$ for them2. Friendly Competition: Mobilize their supporters to get most clicks3. Short Deadline: only 10 days4. Made it Easy: Special blog posts, custom URLs 67. Progress:Community:Monthly reports along a spectrum: Discover (New Visits) Consume (Return Visitors) Search (New Members) Commit (Top Pages) Participate (Comments, etc.) Contribute (Blogs, Forums) Lead (Profile Views) Evangelize (Referral Source)Newsletter: Weekly Reports on Opens (Subject Line)and Clicks (Content / Placement)Social Media: Weekly Reports on Facebook, Twitter, LinkedIn,


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