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The Essentials of a Good Story • Conflict • Relatable character who confronts & solves a problem • Satisfying (happy or hopeful) ending
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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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C3 Make it sing.
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C12 Use data as a hook.
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C14 A word about SEO Search Engine
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The algorithm is always changing. Y
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Think like a journalist Anticipate
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C16 Create content that can be main
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Calendar your messaging • Effecti
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First you sort the items into like
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Design & UX
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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
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: What is a Story? “A story is a se
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
Page 213 and 214: But Where Does Our Organization Com
Page 215 and 216: How Do We Find Good Stories? • Wh
Page 217 and 218: Exercise: Suggest a story idea to s
Page 219 and 220: What is Google Analytics? Google An
Page 221 and 222: • Audience (used to be Visitors):
Page 223 and 224: 1. Curiosity: “I wonder how many
Page 225 and 226: 1. Curiosity 2. Reporting 3. Strate
Page 227 and 228: Measures outcomes… ROI, or… ROE
Page 229: • Email strategy • FB strategy
Page 233: A2 Show how readers & users interac
Page 243 and 244: 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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