Communication Across Channels: Why, How & When

Iowa Nonprofit Summit 2013Altoona, Iowa

1:15-2:302:45-4

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Welcome!

• Who is this guy (@ctrappe) ? Where I came from … where I’m heading

ChristophTrappe.comUWECI.org

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Rules, rules, rules!

• Got a question? Ask it. That increases your chances of it being answered.

• Share your thoughts, experiences, opinions, etc.

• This session is on the record… You may Tweet. You can find the slides here: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/#npos13

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Today!Communicating across channels

Takeaways: Understand the channels

Your own step-by-step guide for a channel strategy Formatting content based on user expectation

Measuring success

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By stuad70 via Flickr Creative

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Photo by Sivesh Kumar via Flickr Creative Commons

One more change: ZMOT

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The Zero Moment of Truth

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Did you know that already?

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Channels

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Channels

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Which one is most important?

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Channels

• Latest buzzwords: Social, social, social…. Huh?

Source: http://www.unleashed-technologies.com/blog/2013/02/11/2013-nonprofit-marketing-trends-you-need-knowNext page, too!

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But, most important channel is…

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But, but, but… social

• United Way of East Central Iowa– Facebook: 1,240 followers.– Website: Since November '11: 68,000+ people

visited website. (Not all internal )

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Channels and content

• So, what does that mean: Website most important, but have to get to all channels.– As much as that’s possible: Some prioritization

needed: There are hundreds of social networks!• How deep does content have to go?

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Channels

• Website: Three levels of content!– Level 1: Short and headlines … most people skim

(and visit the homepage)– Level 2: A bit more detail: Video, transcript, etc.– Level 3: So much more … details, details, stats, etc.

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User base visualization

Users0

20

40

60

80

100

120

Level 1Level 2Level 3

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Your brand voice

• Before you can start, though, decide on your brand voice…. How do you want to come across?

• Example for United Way in Cedar Rapids…

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Brand voice

Serious, but fun. But not silly!

Definitely not markety!

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What’s markety?

• Avoid words like this:– This FANTASTIC event.– Everyone has/will have fun.– Biggest event ever.– The best– The fastest– The slickest

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Take a few moments …

• How would you describe your typical customer?• How would you describe a customer group that you

would like to engage but haven’t been able to?• How would you describe the atmosphere in your

business environment? This could be in your store, over the phone, etc.

• How would you describe how you want your business to be described by the public?

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Now…

How might you sound talking to those customers and describing your surroundings?

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Take a few moments – define voice

Example structure: This and that but not this.

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Brand voice

Will you share?

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Break: See you at 2:45

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Channels - Website

• Many would expect to be more formal. (Doesn’t mean has to be too formal!)

• Needs to have all the info. (People come here to search for it, even when it’s not public. Example: Private event search)

• People will find your content here through search and direct visits.

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Channels - Social

• Facebook: Pictures, pictures, pictures. (Largest critical mass, but few people engage with brands.)

• Twitter: Lots of updates.• Pinterest: People want to be inspired• LinkedIn: Professionals• YouTube: Short! Especially early on.

• Don’t always link back to your website!#INPOS13@ctrappe

Channels – News releases

• Get to the point!• Write like you are writing to the journalist’s

audience (allows copying and pasting)• Include contact info• When people call, answer the phone.• Post these on your website, too!

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Channels - Billboards

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Channels - TV

• Be available. Don’t make people wait.• Answer questions in sound bites. “If you can’t

explain simply you don’t understand it well enough” - Einstein

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Channels - Print

Put everything in here… Just kidding!

Also use Level 1 – 3 concept.

How will people actually use it?

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Channels – Emails Newsletters

• Get to the point.• Keep it short.• Personalize. (Volunteer newsletter replies

example)

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Channels

• Which ones did I miss?• How do you talk on them?

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Channels – Never the right answer!

Because we’ve done it like this!

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But, but, but is it making money?

• Who here has done print advertising?• TV?• Radio?

How do you know that it made money?

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Hello? Does it make money?

What’s the first light beer that comes to mind?

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I’ve talked enough…

• How do you measure success?

Donations, sure … community change … but how about channel specific?

Take some time and think about this … then share in your group and then let’s talk about it.

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Group discussion

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Metrics

• Websites (Google Analytics) – Visitors, pages per visit, etc.

• Social– Klout.com (60 plus starts showing you have

influence)– Kred Score (920+)– Metrics, Likes, etc.

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Metrics

• Email– Open rates– Click through (if applicable)– Donations (Email direct mail example)

• Billboards/Print/Etc.– Surveys– Anecdotes

Managing all these channels

• How are you going to do it?– Easy Website system– HootSuite.com for social scheduling– One place to keep content!

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Channel management

• Produce once … distribute to different channels based on user expectation.

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Step 1

I’m out …. I don’t have a camera…

Who said that? Anyone?

Tools …

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Step 2

• Transcript posted to website– Web searches (Adds content and keywords)– Makes it easier for you to find quotes, etc., for

other channels.• No time for a transcript? Write down

summary/highlights/best quotes from video!

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Step 3

• Determine other uses (if you didn’t do that earlier)

• Could depend on topic (Examples: KPACE, Powerball winner, campaign results)

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Where to go from here…

Any questions so far?

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Where to go from here…

• Storytelling class is tomorrow morning, but … who has a story to share?

• Anyone has a story shared on all channels?• How about one shared on a traditional

channel….• How would you package it for others?• Who does it?

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Group exercise: Identify stories, how to share on different channels

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Did we go over time?

Questions?

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We didn’t go over time?

Please fill out the evaluations before you go!

Stay in touch:ctrappe@uweci.org319-804-9853Twitter.com/CtrappeChristophTrappe.com

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