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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 1
Walk Out Walk Out with Yourwith Your
Online Online Communications Communications
PlanPlan
Welcome!Welcome!Download session materials at kivilm.com/ltase
Kivi Leroux Miller
Married to CTNC’s Edgar Miller
Nonprofits Have Always Had Many
Buckets to Fill with Content
Flickr: Tracy Hunter
There were the good old “print” days (circa 1995).
flickr.co
m/p
ho
tos/b
ram
us
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 2
Then came website updates and email newsletters.
flickr.co
m/p
ho
tos/b
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us
And now there’s social media . . .You have so many ways to deliver your message, your head’s about to explode.
flickr.co
m/p
ho
tos/b
ram
us
You Have Waaaay to Much to Do
Flickr: sashaW
And Never Enough Time to Do It!
Flickr: laffy4k
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 3
You, the Media Mogul
Everyone is a publisher
and broadcaster, and
therefore a media mogul.
flickr.com/photos/scobleizer/2265721472
Where do each of these channels excel?
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 4
Putting Social Media into the Mix
“Social media boils down to
the marriage of two main
concepts — content and
conversation. Without
content, conversation is mere
networking. Without
conversation, content is dead.
It goes nowhere.”
~ Brett Virmalo
Tippingpoint Labs
http://blog.tippingpointlabs.com/2009/07/social-media-experts-dont-understand-social-media/
Flickr: charlietphoto
Let Conversations Bake into Content
• OK to start
small and see
how things
develop
• Ask questions!
• Refine your
ideas based on
comments
Flickr: ifindkarma
Turning Conversation into Content
• Trending topics
• Q & A
• Summarize debate
Flickr: Kris Hoet
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 5
1. Menu Planning
2. Cooking & Serving
3. Sharing Your Recipes
flickr.com/photos/ren
e-german
y/150744833
We are going to
write a cookbook
of communications
ideas for land truststhis afternoon.
1.
Menu Planning
Who’s Hungry?
Who needs
feeding,
through which
channels, and
how often?
Flickr: freeparking
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 6
Keep Track on Your Editorial Calendar
Filling out your
editorial calendar is
like planning your
menus for the week
or month.
Flickr: burningkarma
Pick a Realistic Time Frame
• Quarterly
• Monthly
• Weekly
Flickr: tanakawho
Several Ways to Organize Calendar
• By Channel
• By Audience
• By Program
• By Format
(e.g. Standing
Heads)
Flickr: ifindkarma
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 7
Use Google Calendars Use Google Docs (Spreadsheet)
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 8
Other Project Management Tools
• Microsoft Sharepoint
• Basecamp
• Smartsheet
• Zoho
• Evernote
• Webnotes.net
Where You Actually Decide:
The Editorial Meeting
• Daily, Weekly, or
Every Other Week
• Program and
Marketing Staff
• Nimble
Decisionmaking and
Prioritizing on the Fly
flickr.com/photos/bertiemabootoo/2362780033
Sketch Out Your System Now --Because We Are About to Fill It In
2.
Cooking and Serving
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 9
How Much 100% Fresh Content?
Shoot for 50% and
adjust from there
Think about when
you’ll cook it and
when you’ll
reheat/remix it.
Flickr: nmarritz
Fearing Repetition?
• Repetition has its
benefits in
marketing
• But don’t just
reheat all the
time; remix too.
Flickr: CarbonNYC
CREATE PATHS:
THINK about
CAMPAIGNS and
STORY ARCS
http://ww
w.flickr.com
/photos/yogendra174/61
083637
76/sizes/l/in/photostream
/
Create Paths: How to Do It
• Get away from all the one-offs. Identify 3-5
major campaigns or story arcs for the year.
• Plot out the major points along the path –
what will we see on this journey?
• Use an editorial calendar to map out what
you will say in each of your major
communications channels.
• Do it by month, then by week.
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 10
As you come up with an idea, note how you will use it in at least three communications channels.
Use a Story Arc
Communications Arcs
• Think Must-See TV,
Except Now It’s Your
Content!
• Story Threads Over
Weeks or Months
• Think Beginning,
Middle, End
flickr.com/photos/wonderlane/5351266905
Communications Arc: Strategy
Prim
ary
Ele
ctio
n (M
ay)
Ele
ctio
n D
ay (N
ov)
Toda
y
Fili
ng D
eadl
ine
(Feb
)
DC
N C
onve
ntio
n in
CLT
(ea
rly S
ept)
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 11
Communications Arc: Blogging Communications Arc: Microsite
anewwarrior.greenpeace.org
Let’s create some land trust story arcs.
Grab some flip chart paper for your table.
Look at the Calendar
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 12
JUNE
• First day of Summer!
– What can kids do during summer break to help
your land trust?
• Father’s Day
– Who’s the “father” of something related to your
work? Or who’s been like a father to your org
lately?
• Your Calendar?
JULY
• Independence Day in the U.S.
– Who deserves a fireworks celebration of their
own? Who should celebrate their freedom?
• Bugs!
– They are everywhere. How do insects play a role
in your work?
• Your Calendar?
AUGUST
• Dogs Days – Hot Weather
– How does hot weather affect your work or
supporters?
• Back to School
– What are you studying up on now? How do you
gear up for the fall?
• Your Calendar?
Add to the story arc – or fill in some blanks.
Are you filling in your editorial calendar?
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 13
Look at Current Headlines
Cos
mop
olita
n.co
m
Vogu
e.co
m
Fam
ilyC
ircle
.com
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 14
Fill in Blank Headlines
[Number] Miracles You've Created for _________ This
Year
How Your Support Changed _________ into
___________
Why We Can't _______ Without You
[Number] Little _______ That Will
_________
Fill in Blank Headlines
If I'd Only Known: Lessons from __________
How Many of These Early Warning Signs of
_________ Do You Recognize?
[Number] Myths that ___________ Believe
How to ________ When You
Really Want to _________
Pick the Format First
7 Favorite Formats
• How-to Article
• List (e.g. Top Ten)
• Fact Versus Fiction (or True or False)
• Advice Column
• Q & A Interviews
• Best of . . .
• Three Act Dramas
Let’s Brainstorm at Each Table
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 15
Survey Your Readers
Questions That Create Content
• What’s the hardest part about {you fill} for
you right now?
• What’s one hard-fought lesson you’ve learned
about {you fill}?
• What do you think is the biggest
misperception about {you fill} out there now?
• Why do you love {you fill}?
Ask a Question on Facebook
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 16
Curate Content from Others
Curating is Organizing and Editing
Use categories,
tags, and folders to
organize your
ingredients,
including web
pages, photos, etc.
Flickr: Collin Anderson
Curating via Roundups(e.g. Kivi’s Mixed Links, Nancy’s Friday Futures) and Retweeting/Sharing on Facebook and Twitter
flick
r.co
m/p
hoto
s/ja
kelie
fer/
335
990
527
5
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 17
What kind of content can you curate and where would you find it?
How would you add value and share it?
Remix It All
Remix: Go Back to Calendar
• Reheat/Remix:
– Into Different
Channels
– For Different
Audiences
Make the Short Stuff Longer
• Examples
• Descriptive Details
• Quotations
• Opposing Points of
View
Flickr: Robert S. Donovan
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 18
Make the Long Stuff Shorter
• Use just the
headline
• Reduce
paragraphs to
bullets
• Pull a teaser out
Flickr: Brian Teutsch
Change the Lead
• Start article in a
whole new way
• Change the
perspective
Flickr: Declan TM
Change the Format
• Live Audio >
Recorded Audio >
Transcript >
Text Everywhere
• How-to
• List
• Opinion
• ReviewFlickr: roger.karlsson
3.
Sharing Your Recipes
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 19
Coach Rather Than Control
• Point the Way
• Show
Leadership
• Be Supportive
flickr.com/photos/athomeinscottsdale
Style Guides: Let Them Run With It
• Editorial
Style Guide
• Graphic
Design Style
Guide
• Marketing
BankDiigo.com/user/kivilm/mogul
Who Can Help?
• Program Staff!
• Guest columnists
• Experts
• Board members
• Partners
• Clients
Flickr: AlishaV
Managing Contributors
• Make your
expectations clear
• Spell out the
process
• Give yourself a
little cushion
Flickr: DrBacchus
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 20
My Favorite Creating Tools
• Blogging (Wordpress.org/com)
• Live Radio & Podcasting(BlogTalkRadio.com)
• Webinars(GoToWebinar.com)
• Cheap Video Recorder(Flip, most decent cameras)
• Screencasting(Camtasia, GoldMail.com)
• Flickr - Creative Commons
“By” Licenseflickr.com/creativecommons/by-2.0/
Flickr: Southern Foodways Alliance
My Favorite Remixing Tools
• Simultaneous Social
Media Updating &
Scheduling(Hootsuite, TwitterFeed,
Selective Twitter, Tweet
Later)
• Transcribing Audio (VerbalInk.com)
Flickr: Southern Foodways Alliance
My Favorite Curating Tools
• Delicious.com
• Diigo.com
• Labels in Gmail
• Alltop.com
• Dashboards
• Scoop.it
Benefits of This Approach
• Less Frazzled
• More Time and
Focus on Creating
an Curating Great
Content
• Better Message
Consistency and
Delivery across
Channels
Flickr: burge5000
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© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 21
Kivi Leroux Miller
@kivilm
Facebook.com/
nonprofitmarketingguide