Communication Across Channels: Why, How & When
Iowa Nonprofit Summit 2013Altoona, Iowa
1:15-2:302:45-4
#INPOS13@ctrappe
Welcome!
• Who is this guy (@ctrappe) ? Where I came from … where I’m heading
ChristophTrappe.comUWECI.org
#INPOS13@ctrappe
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
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
#INPOS13@ctrappe
By stuad70 via Flickr Creative
#INPOS13@ctrappe
Photo by Sivesh Kumar via Flickr Creative Commons
One more change: ZMOT
#INPOS13@ctrappe
The Zero Moment of Truth
#INPOS13@ctrappe
Did you know that already?
#INPOS13@ctrappe
Channels
#INPOS13@ctrappe
Channels
#INPOS13@ctrappe
Which one is most important?
#INPOS13@ctrappe
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
But, most important channel is…
#INPOS13@ctrappe
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
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
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
User base visualization
Users0
20
40
60
80
100
120
Level 1Level 2Level 3
#INPOS13@ctrappe
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
Brand voice
Serious, but fun. But not silly!
Definitely not markety!
#INPOS13@ctrappe
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
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
Now…
How might you sound talking to those customers and describing your surroundings?
#INPOS13@ctrappe
Take a few moments – define voice
Example structure: This and that but not this.
#INPOS13@ctrappe
Brand voice
Will you share?
#INPOS13@ctrappe
Break: See you at 2:45
#INPOS13@ctrappe
#INPOS13@ctrappe
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
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
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
Channels - Billboards
#INPOS13@ctrappe
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
Channels - Print
Put everything in here… Just kidding!
Also use Level 1 – 3 concept.
How will people actually use it?
#uwmidwinter
Channels – Emails Newsletters
• Get to the point.• Keep it short.• Personalize. (Volunteer newsletter replies
example)
#uwmidwinter
Channels
• Which ones did I miss?• How do you talk on them?
#INPOS13@ctrappe
Channels – Never the right answer!
Because we’ve done it like this!
#INPOS13@ctrappe
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
Hello? Does it make money?
What’s the first light beer that comes to mind?
#INPOS13@ctrappe
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
Group discussion
#INPOS13@ctrappe
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
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?– Easy Website system– HootSuite.com for social scheduling– One place to keep content!
#INPOS13@ctrappe
Channel management
• Produce once … distribute to different channels based on user expectation.
#INPOS13@ctrappe
#INPOS13@ctrappe
Step 1
I’m out …. I don’t have a camera…
Who said that? Anyone?
Tools …
#INPOS13@ctrappe
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
Step 3
• Determine other uses (if you didn’t do that earlier)
• Could depend on topic (Examples: KPACE, Powerball winner, campaign results)
#INPOS13@ctrappe
#INPOS13@ctrappe
#INPOS13@ctrappe
Where to go from here…
Any questions so far?
#INPOS13@ctrappe
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
Group exercise: Identify stories, how to share on different channels
#INPOS13@ctrappe
Did we go over time?
Questions?
#INPOS13@ctrappe
We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:[email protected]/CtrappeChristophTrappe.com
#INPOS13@ctrappe