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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.
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20% “On the average web page, use
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C9 Make it sharable.
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- 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 and 146: As defined most succinctly by Usabi
- Page 147 and 148: The F- pattern
- Page 149 and 150: Design to inform and persuade. CC L
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- Page 157: Users should know where they are on
- Page 170: D4 Reduce noise
- Page 182 and 183: http://www.thomasedison.org/
- Page 184 and 185: Exercise: Awareness
- Page 186 and 187: Avoid This
- Page 188 and 189: Storytelling
- Page 190 and 191: S1 Increase emotion and meaning wit
- Page 192 and 193: CC License by shutterhacks
- Page 194: The Essentials of a Good Story •
- Page 198 and 199: Lee Loses Her Hair “I was in the
- Page 200 and 201: S2 Humanize data and move audiences
- Page 202: Stories That Work • Promise emoti
- Page 206: CC License by shutterhacks
- Page 211 and 212: 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?