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1. Curiosity 2. Reporting: “My Executive Director wants to know how the website is doing.”
1. Curiosity 2. Reporting 3. Strategy: “How can we make our website better?”
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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
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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 214 and 215: You are Yoda Your organization is t
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 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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