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How many words can you cut?
Begin by selecting key landing and content pages and rewrite/reformat content using the audience grid.
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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
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 73 and 74: C1 Do a comparative review.
Page 75 and 76: “Just do it.”
Page 77: • Google Alerts, Twitter Search,
Page 82 and 83: C4 De-Jargon.
Page 84: C5 “Do” on every page.
Page 87: C6 Keep it concise and easy to unde
Page 92 and 93: C7 Use scannable chunks of content.
Page 102 and 103: 20% “On the average web page, use
Page 109: C9 Make it sharable.
Page 115: C3 Make it sing.
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
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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
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D5 Simplify
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• Your users won‟t always see w
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Enjoy this brief video.
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Signs your site is unprofessional
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We are hardwired for story. We crea
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Stories build empathy and improve y
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What is a Story? “A story is a se
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Lee‟s Story • Conflict: Cancer
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A 2007 Carnegie Mellon University S
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Stories That Work • Contain chara
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S3 Support information with stories
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S4 Show the hero overcoming adversi
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What‟s Not a Story “When you ar
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You are Yoda Your organization is t
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Good Stories Are Everywhere.
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Analytics
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Traffic Engagement &
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So you can continually improve your
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1. Curiosity 2. Reporting: “My Ex
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What good is data… Without great
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A1 Measure results of your work & s
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Goals
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A3 Make informed site & content imp
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Time commitment… How much time do
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Analytics are not perfect Compare y
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Measurement tools abound!
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Thank you! Contact Ann-Marie Harrin
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