Communication across channels why, how when midwinter 2013

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

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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 channels

Your 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

Users0

20

40

60

80

100

120

Level 1Level 2Level 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#uwmidwinter

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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Metrics

• Email– Open rates– Click through (if applicable)– Donations (Email direct mail example)

• Billboards/Print/Etc.– Surveys– Anecdotes

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:ctrappe@uweci.org319-804-9853Twitter.com/CtrappeChristophsBlog.comChristophTrappe.com

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