- Page 1 and 2: Connect, Engage, Change Strategic O
- Page 3 and 4: Embolden is a full-service communic
- Page 5 and 6: Today • Online communication stra
- Page 8 and 9: How many . . . ?
- Page 10 and 11: Strategic Communication
- Page 14 and 15: Do you have a road map?
- Page 16 and 17: • Materials review/audit • Onli
- Page 18 and 19: Goals CC NomadicEntrepreneur
- Page 20 and 21: OCS3 Make them measurable.
- Page 22 and 23: How will you measure your success?
- Page 24: What does your organization hope to
- Page 27 and 28: Whose actions will allow you to rea
- Page 29 and 30: • Choose • Prioritize • Are s
- Page 31 and 32: • Testify at the state house? •
- Page 33 and 34: • Tell a video story about a home
- Page 35: • Website/blog? • Email? • Fa
- Page 39 and 40: think, feel, do
- Page 41 and 42: • What will you say to elicit Mes
- Page 43 and 44: Donor Think: “This organization i
- Page 45 and 46: Exercise: think, feel, do
- Page 47 and 48: What‟s the goal?
- Page 49: • Think • Feel • Do • You S
- Page 52: move people! • Content strategy
- Page 58 and 59: A content strategy is the method by
- Page 60 and 61: Content strategy mediums • Text
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Start with your website, as this is
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What pages are live on the site?
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• Limit the number of main catego
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Use your goals and messages to info
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How can people take action, or get
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Consider the messaging in use by ot
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C2 Listen to channels.
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C3 What needs to be rewritten or ad
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Begin by selecting key landing and
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De-jargon insider-speak?
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Provide clear calls to action with
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• 25% of US adults read at a 5 th
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Use • Keywords • Meaningful sub
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C8 Curate supporting material on th
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C10 Make it brief and easy to read.
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C11 Does every page have a key mess
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C13 Avoid the temptation to put eve
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The Google search algorithm uses ov
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C15 Think like a journalist.
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Content is the most important consi
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• What resources do you have avai
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Exercise: Read the following
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Using your new washing machine Firs
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Know your brand CC License by lucap
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Just do it.
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• Search Creative Commons for fre
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The design and layout of your conte
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Design, content, and usability are
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D1 Whitespace
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D2 Visual hierarchy • Important i
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D3 Make it scannable.
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D4 Reduce noise
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http://www.thomasedison.org/
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Exercise: Awareness
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Avoid This
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Storytelling
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S1 Increase emotion and meaning wit
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CC License by shutterhacks
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The Essentials of a Good Story •
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Lee Loses Her Hair “I was in the
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S2 Humanize data and move audiences
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Stories That Work • Promise emoti
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CC License by shutterhacks
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A 2007 Carnegie Mellon University S
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But Where Does Our Organization Com
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How Do We Find Good Stories? • Wh
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Exercise: Suggest a story idea to s
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What is Google Analytics? Google An
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• Audience (used to be Visitors):
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1. Curiosity: “I wonder how many
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1. Curiosity 2. Reporting 3. Strate
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Measures outcomes… ROI, or… ROE
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• Email strategy • FB strategy
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A2 Show how readers & users interac
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Take some time (10 - 20 hours) to s
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Time commitment… 5-10% of your to
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Use Bit.ly or a tool with integrate
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Questions?