what’s happening today welcome, introductions survey results! story best practices (the campaign)...

What’s Happening Today

• Welcome, introductions• Survey results!• Story best practices (The Campaign)• Writing for the web • Group exercise • Idea roll-up • One story, many forms(+ wrap up)

Survey Results

• 97 Surveyed• 56 Respondents

(nearly 58%)

Job Focus

Communications

Marketing

Public Relations

Stewardship

Web

Other

Survey ResultsRoles

ManagingSpec./Coord.WriterOther

Survey ResultsBut we all write.

It's the main func-tion of my positionIt's part of my job, but not the sole focusI do some writing from time to time when it's required of me

Survey ResultsWe know our stuff.

…how writing relates to our overall goals.

Yes No

Sort of, maybe

...our audience.

Strongly agreeAgree

Survey ResultsWe’re handling the web.

Yes No Sometimes

Survey ResultsWe’re handling the web.

…no matter whence the content cometh.

Given to me

Brand/goals-driven

Other external content

Pitched --> group-vetted

Experience/"sense"

Analytics/user survey

Survey ResultsWe also manage newsletters and magazines.

Yes

No

Other (contributing, annual brochure, considering)

Survey Results…often enough…

Newsletter FrequencyWeekly (52/yr)

Bi-Weekly (26/yr)

Monthly (12/yr)

Bi-Monthly (6/yr)

Quarterly (4/yr)

Thrice (3/yr)

Semi-Annually (2/yr)

Annually (1/yr)

Print frequency

Quarterly (4/yr)Semi-Annually (2/yr)Annually (1/yr)

Survey Results…to a large number of constituents…

<1K1K to <5K5K to <10K10K to <25K25K to <50K50K+

Survey ResultsWe manage or mess with social media.

YesA little bitNo

Survey ResultsWhile we don’t feel under resourced…

Strongly agreeAgreeDisagreeStrongly disagree

Survey Results…only half of us are confident sharing about

giving.

Strongly agreeAgreeDisagreeStrongly disagreeOther

Survey Results…about half know how to maximize Michigan

News.

Strongly agreeAgreeDisagreeStrongly disagreeOther

Survey ResultsWhat do we want to get out of this…


• Welcome, introductions• Survey results!• Story best practices (The Campaign)• Writing for the web • Group exercise • Idea roll-up • One story, many forms (+ wrap up)

Dynamite Content

1.) Goals + Content = Strategy• Campaign case statements

Best practices: Law School, Leaders & Best

2.) Lead with the dynamite• Impact!• Backstory• Editorial guidelines

3.) Connect to broader news stories if possible

http://www.law.umich.edu/campaign/SitePages/index.html%231

https://leadersandbest.umich.edu/page.aspx?pid=1055%23sthash.6TQZAWuH.dpbs

http://vpcomm.umich.edu/brand/style-guide/editorial

http://www.lsa.umich.edu/lsa/archives/ci.scholarshipsupportkeepsumaccessible_ci.detail

A Few General Web Tips

• Remember that readers will jump around constantly—and write for that.

• More and more readers now search for the information they want vs. finding it through a site’s navigation—so use keywords in your text!

• Follow the 5/15 Rule: Within five seconds a user should understand the purpose of your web page. Within 15 seconds, a user should be comfortable navigating your page.

Imagine how the 5/15 rule could improve this site ….

Help Readers Understand the Purpose of Your Webpage

• Be clear: don’t force web users to think.• Be succinct: write 50% (or less) of the text

you would have used in a print publication.• Make text brief and easy to scan with

chunks and subheads.• Focus on benefits and not just features of a

program, event, renovation, etc.• Use testimonials.

Example of writing for ease of scanning:

Example of using chunks and testimonials:

Make Your Headlines Count

• Clear trumps clever.• Pique curiosity.• Include action, if you can.• Remember to use keywords for SEO value.

(More on SEO in a minute.)

LSA Today headline examples from May & June:

Compare those with Buzzfeed.com:

Or Aol.com:

Or even Harvard:

http://www.lsa.umich.edu/

Writing for SEO (Search Engine Optimization)

Determined by keywords, links, page title, meta tags.

And yet ..“Modern SEO is all about crafting content so compelling that other people want to promote it by linking to it or sharing it, which increases your trust and authority and helps the pages you want to rank well for certain keywords.” —copyblogger.com

Avoid these Common Pitfalls

• Not getting to the point.• Not writing with scanning in mind.• Using acronyms and “insider” language.• Not utilizing links and SEO.

“Remember, even the best writing doesn’t matter if no one can find it.” —Mediabistro.com

Group Exercise

Campaign Case Study

• The Department of Slavic Languages and and Literatures received a $250,000 endowment gift

• The gift was given by an Michigan couple who want to provide students with the opportunity to study abroad, specifically in Poland.

• The gift will generate six scholarships each year with an amount totaling $7,000 per student, with the remainder in an expendable account. The department director will report on the gift annually at fiscal year-end.

• The department has names of students who have studied in Poland. The couple met while studying abroad 30 years ago.

With Your Group:

• Brainstorm a lead, or at least what you think you’d write about in the first paragraph

• Brainstorm a title

• Brainstorm a teaser (no more than 30 words)

One Story, Many Outlets

• Share the story with fundraisers and development colleagues

• Carve the story into market segments: long for print, short for web, even shorter for Facebook, and 140 characters for Twitter

• Share the content with Michigan News for breaking stories

• Share the content with your unit communications team for placement in alumni magazines, e-newsletters, etc.

• Share your content, and ask to borrow content in return

LSA – Victors of discovery ,

Victors of human thought and

exploration, Victors of social

understanding, Victors of

invention, Victors of problems

and solutions,

Victors of knowledge Thank you!See you in 2014!

Laura Lessnau Michigan News

writing

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