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You are Yoda Your organization is the wise one, the supporting character, the agent whose guidance enables the relatable, sympathetic character, the hero, to ultimately triumph.
How Do We Find Good Stories? • What success story about your organization do you most like to share with friends and family? • What in your past drew you to working at your organization? • What is the biggest challenge your organization has faced to date and how did you handle it?
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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
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Talk to your designer • Collect e
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As defined most succinctly by Usabi
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The F- pattern
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Design to inform and persuade. CC L
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CC License by kalamoni
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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
Page 197 and 198: Lee‟s Story • Conflict: Cancer
Page 199 and 200: A 2007 Carnegie Mellon University S
Page 201 and 202: Stories That Work • Contain chara
Page 205 and 206: S3 Support information with stories
Page 208: S4 Show the hero overcoming adversi
Page 212 and 213: What‟s Not a Story “When you ar
Page 216 and 217: Good Stories Are Everywhere.
Page 218 and 219: Analytics
Page 220 and 221: Traffic Engagement &
Page 222 and 223: So you can continually improve your
Page 224 and 225: 1. Curiosity 2. Reporting: “My Ex
Page 226 and 227: What good is data… Without great
Page 228 and 229: A1 Measure results of your work & s
Page 231: Goals
Page 237: A3 Make informed site & content imp
Page 244 and 245: Time commitment… How much time do
Page 246 and 247: Analytics are not perfect Compare y
Page 248 and 249: Measurement tools abound!
Page 250: Thank you! Contact Ann-Marie Harrin
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