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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
- Page 21 and 22: Measurable Goals CC License by @hey
- Page 23 and 24: What is your criteria for success?
- Page 26 and 27: OCS4 Identify your audiences.
- Page 28 and 29: People CC License by @david_shankbo
- Page 30 and 31: OCS5 What do you want your audience
- Page 32 and 33: OCS6 How will you move them to „d
- Page 34 and 35: OCS7 Choose your channels.
- Page 37: OCS8 Make your channels sing!
- Page 40 and 41: • Think about it? • Feel? • D
- Page 42 and 43: The message is not your content. CC
- Page 44 and 45: Sticky tab it!
- Page 46 and 47: Scenario: Your organization has jus
- Page 48 and 49: Whose actions will help you reach t
- Page 51 and 52: OCS8 Make your channels sing!
- Page 57 and 58: Content
- Page 59 and 60: No content strategy • Poor design
- Page 61 and 62: Begin with your website.
- Page 63 and 64: What content do you have? CC Licens
- Page 66 and 67: Outline relevant information CC Lic
- Page 68 and 69: Write and assemble your content
- Page 70 and 71: CC License by @david_shankbone What
- Page 74 and 75: Consider the messaging in use by ot
- Page 76 and 77: C2 Listen to channels.
- Page 79 and 80: C3 What needs to be rewritten or ad
- Page 81 and 82: Begin by selecting key landing and
- Page 83 and 84: De-jargon insider-speak?
- Page 86 and 87: Provide clear calls to action with
- Page 91 and 92: • 25% of US adults read at a 5 th
- Page 93: Use • Keywords • Meaningful sub
- Page 103: C8 Curate supporting material on th
- Page 112: C10 Make it brief and easy to read.
- Page 118: C11 Does every page have a key mess
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C13 Avoid the temptation to put eve
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The Google search algorithm uses ov
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C15 Think like a journalist.
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Content is the most important consi
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• What resources do you have avai
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Exercise: Read the following
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Using your new washing machine Firs
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Know your brand CC License by lucap
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Just do it.
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• Search Creative Commons for fre
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The design and layout of your conte
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Design, content, and usability are
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D1 Whitespace
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D2 Visual hierarchy • Important i
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D3 Make it scannable.
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D4 Reduce noise
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http://www.thomasedison.org/
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Exercise: Awareness
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Avoid This
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Storytelling
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S1 Increase emotion and meaning wit
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CC License by shutterhacks
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The Essentials of a Good Story •
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Lee Loses Her Hair “I was in the
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S2 Humanize data and move audiences
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Stories That Work • Promise emoti
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CC License by shutterhacks
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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?