editorial calendar essentials: organize and plan your online communications
DESCRIPTION
An editorial calendar is an essential tool for any communicator. Join us for this webinar and learn how to use an editorial calendar to organize, plan and track your online (and offline) content!TRANSCRIPT
Editorial Calendar Essentials: Organize and Plan Your Online Communications
May 23, 2012
What is CanadaHelps? A public charitable foundation that provides accessible and affordable online
technology to both donors and charities.
For CharitiesA cost-effective means of raising funds online.
For DonorsA one-stop-shop for giving.
CanadaHelps is a charity helping charities.CanadaHelps is giving made simple.
MyCharityConnects is a initiative of CanadaHelps.
today’s presenter
Kirstin BeardsleyMarketing & Communications ManagerCanadaHelps
EDITORIAL CALENDAR?
Planning• 2012 is the year of
planning our social media more effectively
Old Days• Editorial calendars
were used for large publishers
We’re All Content Publishers
• We’re all publishing on multiple platforms• Being effective on each takes organization &
planning
Maintaining relationships online can be chaotic.
Messaging Must be Tied to Mission
• If messaging doesn’t reinforce your organization’s mission, it’s not serving your organization
• Build trust and recognition with reinforcing messaging across platforms
Reinforce Messaging Across Platforms
Benefits of Using an Editorial Calendar
• Align social media messaging more deliberately to the goals of your organization
Stay Organized
• So many updates are required, keeping an editorial calendar helps you stay organized and on top of posting
Easier Measurement
• Tracking posts in one place allows trends to be followed and popular material to be repeated
Better Quality
• Less scrambling for content means more quality posts and better relationship building
Manage Growth & Turnover
• Keeping an editorial calendar will help if more people are tasked with social media
• If the social media/communications lead leaves the organization, there is a record of past and future posts
GETTING STARTED
Think Big
• Look to your mission and strategic plan before planning out messaging
3 Month Planning
• 3 months is a manageable time to plan your communications
• Record goals, themes, other organizational activities
Plan Execution on Each Platform
• Annual fundraising run?– YouTube: promo video of event– Facebook: profile previous
runners/fundraisers– Twitter: fundraising tips, direct
people to other online content– Email: email campaign to
previous fundraisers
Map Out Timeline
• Most organizations will be fine with a monthly plan
• If you post very frequently, consider a weekly plan
CREATE YOUR CALENDAR
Essential Elements of Your Editorial Calendar
• Topic• Theme/program• Tool/platform• Owner• Deadline
• Post date• Status• Published URL
• Audience• Review process– Submit date– Reviewer– Review by date
• Ideas for new content• Which content is adapted to other platforms• Day of week• Time of day
Optional Elements of Your Editorial Calendar
• You might want to include some measures next to specific posts:– Popularity– Conversations– Shares
Include Measures?
Which Tools to Use?
Spreadsheets!
Project Management Software
Basecamp
Smartsheet
Example
TIPS FOR SUCCESS
3 Month Planning Works
• Don’t do an in-depth plan for a longer or shorter period of time
• For most organizations, three months is the “sweet spot” for planning
Build Measurement/Learning Into Schedule
• Learning loops (Source: Networked Nonprofit)• 3-months is a good learning loop timeframe
for many organizations• Reviewing metrics by post can reveal:– Which topics resonate, which don’t– What types of content is popular– Which tools are most successful
Stay Flexible
• Don’t ignore opportunities because they aren’t part of the plan
• Make sure you’re still listening and engaging
Consider Regular Features
• If you have trouble developing content ideas, consider having regular features that are repeated weekly, bi-weekly, or monthly
Keep It Simple!
• Keep your calendar as simple as possible• Strive for useful and simple rather than overly
complex & confusing
ABOUT MYCHARITYCONNECTS
MyCharityConnects Conference 2012JUNE 12 – 13 | Allstream Centre, Toronto
www.mycharityconnects.org/conference
collaborate.innovate.celebrate.Collaborate to build a stronger sector.Innovate to solve complex problems.
Celebrate our work and the difference we’re making.
• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.
• Registration is open! Early bird ends on April 30th!
Upcoming Webinars
• June 27 - Elements of a Great YouTube Video
www.mycharityconnects.org
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