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The design and layout of your content affects the impact of your message and the usability of your site. Usability “refers to how well users can learn and use a product [or a website] to achieve their goals and how satisfied they are with that process.”
The F- pattern
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Connect, Engage, Change Strategic O
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Embolden is a full-service communic
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Today • Online communication stra
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How many . . . ?
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Strategic Communication
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Online Communications Strategy (OCS
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OCS1 First, we assess.
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OCS2 Identify your goals.
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• Raise funds? • Find volunteer
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Measurable Goals CC License by @hey
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What is your criteria for success?
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OCS4 Identify your audiences.
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People CC License by @david_shankbo
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OCS5 What do you want your audience
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OCS6 How will you move them to „d
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OCS7 Choose your channels.
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OCS8 Make your channels sing!
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• Think about it? • Feel? • D
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The message is not your content. CC
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Sticky tab it!
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Scenario: Your organization has jus
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Whose actions will help you reach t
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OCS8 Make your channels sing!
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Content
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No content strategy • Poor design
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Begin with your website.
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What content do you have? CC Licens
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Outline relevant information CC Lic
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Write and assemble your content
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CC License by @david_shankbone What
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C1 Do a comparative review.
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“Just do it.”
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• Google Alerts, Twitter Search,
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How many words can you cut?
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C4 De-Jargon.
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C5 “Do” on every page.
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C6 Keep it concise and easy to unde
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C7 Use scannable chunks of content.
Page 102 and 103: 20% “On the average web page, use
Page 109: C9 Make it sharable.
Page 115: C3 Make it sing.
Page 120: C12 Use data as a hook.
Page 125 and 126: C14 A word about SEO Search Engine
Page 127 and 128: The algorithm is always changing. Y
Page 129 and 130: Think like a journalist Anticipate
Page 133 and 134: C16 Create content that can be main
Page 135 and 136: Calendar your messaging • Effecti
Page 137 and 138: First you sort the items into like
Page 139 and 140: Design & UX
Page 141 and 142: More than your logo • It‟s your
Page 143 and 144: Talk to your designer • Collect e
Page 145: As defined most succinctly by Usabi
Page 149 and 150: Design to inform and persuade. CC L
Page 151: CC License by kalamoni
Page 157: Users should know where they are on
Page 164: D3 Information scent
Page 178: D5 Simplify
Page 183 and 184: • Your users won‟t always see w
Page 185 and 186: Enjoy this brief video.
Page 187 and 188: Signs your site is unprofessional
Page 189 and 190: We are hardwired for story. We crea
Page 191 and 192: Stories build empathy and improve y
Page 193 and 194: What is a Story? “A story is a se
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Lee‟s Story • Conflict: Cancer
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A 2007 Carnegie Mellon University S
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Stories That Work • Contain chara
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S3 Support information with stories
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S4 Show the hero overcoming adversi
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What‟s Not a Story “When you ar
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You are Yoda Your organization is t
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Good Stories Are Everywhere.
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Analytics
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Traffic Engagement &
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So you can continually improve your
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1. Curiosity 2. Reporting: “My Ex
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What good is data… Without great
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A1 Measure results of your work & s
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Goals
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A3 Make informed site & content imp
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Time commitment… How much time do
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Analytics are not perfect Compare y
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Measurement tools abound!
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Thank you! Contact Ann-Marie Harrin
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