communicating across channels - iowa nonprofit summit 2013
DESCRIPTION
TRANSCRIPT
![Page 1: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/1.jpg)
Communication Across Channels: Why, How & When
Iowa Nonprofit Summit 2013Altoona, Iowa
1:15-2:302:45-4
#INPOS13@ctrappe
![Page 2: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/2.jpg)
Welcome!
• Who is this guy (@ctrappe) ? Where I came from … where I’m heading
ChristophTrappe.comUWECI.org
#INPOS13@ctrappe
![Page 3: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/3.jpg)
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 may Tweet. You can find the slides here: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/#npos13
#INPOS13@ctrappe
![Page 4: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/4.jpg)
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
#INPOS13@ctrappe
![Page 5: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/5.jpg)
#INPOS13@ctrappe
By stuad70 via Flickr Creative
![Page 6: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/6.jpg)
#INPOS13@ctrappe
Photo by Sivesh Kumar via Flickr Creative Commons
![Page 7: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/7.jpg)
One more change: ZMOT
#INPOS13@ctrappe
![Page 8: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/8.jpg)
The Zero Moment of Truth
#INPOS13@ctrappe
![Page 9: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/9.jpg)
Did you know that already?
#INPOS13@ctrappe
![Page 10: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/10.jpg)
Channels
#INPOS13@ctrappe
![Page 11: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/11.jpg)
Channels
#INPOS13@ctrappe
![Page 12: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/12.jpg)
Which one is most important?
#INPOS13@ctrappe
![Page 13: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/13.jpg)
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!
#INPOS13@ctrappe
![Page 14: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/14.jpg)
But, most important channel is…
#INPOS13@ctrappe
![Page 15: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/15.jpg)
But, but, but… social
• United Way of East Central Iowa– Facebook: 1,240 followers.– Website: Since November '11: 68,000+ people
visited website. (Not all internal )
#INPOS13@ctrappe
![Page 16: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/16.jpg)
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?
#INPOS13@ctrappe
![Page 17: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/17.jpg)
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.
#INPOS13@ctrappe
![Page 18: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/18.jpg)
User base visualization
Users0
20
40
60
80
100
120
Level 1Level 2Level 3
#INPOS13@ctrappe
![Page 19: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/19.jpg)
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…
#INPOS13@ctrappe
![Page 20: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/20.jpg)
Brand voice
Serious, but fun. But not silly!
Definitely not markety!
#INPOS13@ctrappe
![Page 21: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/21.jpg)
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#INPOS13@ctrappe
![Page 22: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/22.jpg)
Take a few moments …
• How would you describe your typical customer?• How would you describe a customer group that you
would like to engage but haven’t been able to?• How would you describe the atmosphere in your
business environment? This could be in your store, over the phone, etc.
• How would you describe how you want your business to be described by the public?
@ctrappe
![Page 23: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/23.jpg)
Now…
How might you sound talking to those customers and describing your surroundings?
#INPOS13@ctrappe
![Page 24: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/24.jpg)
Take a few moments – define voice
Example structure: This and that but not this.
#INPOS13@ctrappe
![Page 25: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/25.jpg)
Brand voice
Will you share?
#INPOS13@ctrappe
![Page 26: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/26.jpg)
Break: See you at 2:45
#INPOS13@ctrappe
![Page 27: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/27.jpg)
#INPOS13@ctrappe
![Page 28: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/28.jpg)
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.
#INPOS13@ctrappe
![Page 29: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/29.jpg)
Channels - Social
• Facebook: Pictures, pictures, pictures. (Largest critical mass, but few people engage with brands.)
• Twitter: Lots of updates.• Pinterest: People want to be inspired• LinkedIn: Professionals• YouTube: Short! Especially early on.
• Don’t always link back to your website!#INPOS13@ctrappe
![Page 30: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/30.jpg)
Channels – News releases
• Get to the point!• Write like you are writing to the journalist’s
audience (allows copying and pasting)• Include contact info• When people call, answer the phone.• Post these on your website, too!
#INPOS13@ctrappe
![Page 31: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/31.jpg)
Channels - Billboards
#INPOS13@ctrappe
![Page 32: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/32.jpg)
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
#INPOS13@ctrappe
![Page 33: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/33.jpg)
Channels - Print
Put everything in here… Just kidding!
Also use Level 1 – 3 concept.
How will people actually use it?
#uwmidwinter
![Page 34: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/34.jpg)
Channels – Emails Newsletters
• Get to the point.• Keep it short.• Personalize. (Volunteer newsletter replies
example)
#uwmidwinter
![Page 35: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/35.jpg)
Channels
• Which ones did I miss?• How do you talk on them?
#INPOS13@ctrappe
![Page 36: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/36.jpg)
Channels – Never the right answer!
Because we’ve done it like this!
#INPOS13@ctrappe
![Page 37: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/37.jpg)
But, but, but is it making money?
• Who here has done print advertising?• TV?• Radio?
How do you know that it made money?
#INPOS13@ctrappe
![Page 38: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/38.jpg)
Hello? Does it make money?
What’s the first light beer that comes to mind?
#INPOS13@ctrappe
![Page 39: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/39.jpg)
![Page 40: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/40.jpg)
I’ve talked enough…
• How do you measure success?
Donations, sure … 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.
#INPOS13@ctrappe
![Page 41: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/41.jpg)
Group discussion
#INPOS13@ctrappe
![Page 42: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/42.jpg)
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.
#INPOS13@ctrappe
![Page 43: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/43.jpg)
Metrics
• Email– Open rates– Click through (if applicable)– Donations (Email direct mail example)
• Billboards/Print/Etc.– Surveys– Anecdotes
![Page 44: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/44.jpg)
Managing all these channels
• How are you going to do it?– Easy Website system– HootSuite.com for social scheduling– One place to keep content!
#INPOS13@ctrappe
![Page 45: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/45.jpg)
Channel management
• Produce once … distribute to different channels based on user expectation.
#INPOS13@ctrappe
![Page 46: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/46.jpg)
#INPOS13@ctrappe
![Page 47: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/47.jpg)
Step 1
I’m out …. I don’t have a camera…
Who said that? Anyone?
Tools …
#INPOS13@ctrappe
![Page 48: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/48.jpg)
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!
#INPOS13@ctrappe
![Page 49: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/49.jpg)
Step 3
• Determine other uses (if you didn’t do that earlier)
• Could depend on topic (Examples: KPACE, Powerball winner, campaign results)
#INPOS13@ctrappe
![Page 50: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/50.jpg)
#INPOS13@ctrappe
![Page 51: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/51.jpg)
#INPOS13@ctrappe
![Page 52: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/52.jpg)
Where to go from here…
Any questions so far?
#INPOS13@ctrappe
![Page 53: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/53.jpg)
Where to go from here…
• Storytelling class is tomorrow morning, 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?
#INPOS13@ctrappe
![Page 54: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/54.jpg)
Group exercise: Identify stories, how to share on different channels
#INPOS13@ctrappe
![Page 55: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/55.jpg)
Did we go over time?
Questions?
#INPOS13@ctrappe
![Page 56: Communicating Across Channels - Iowa Nonprofit Summit 2013](https://reader038.vdocuments.us/reader038/viewer/2022110302/54990ba4b47959e56e8b4755/html5/thumbnails/56.jpg)
We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:[email protected]/CtrappeChristophTrappe.com
#INPOS13@ctrappe