16
The Michael J. Fox Foundation Blog GUIDELINES October 2012

The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

  • Upload
    others

  • View
    1

  • Download
    0

Embed Size (px)

Citation preview

Page 1: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

The Michael J. Fox Foundation Blog

GUIDELINES October 2012

Page 2: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Awareness

Interest

Action

Desire

Engagement Funnel

• A friend shares a status update or link • Visit an MJFF website/blog/Facebook page

• Sign up for Fox Flash emails • Like Facebook Page • Subscribe to the blog RSS feed • Listen to a Podcast

• Register for an event • Contribute a comment to a post • Donate to MJFF • Fundraise on behalf of MJFF • Attend a Team Fox event • Register for Fox Trial Finder

Our objective is to use social media channels and the blog to increase engagement with MJFF

Use clear calls to action to capture individuals in the engagement funnel.

Writing about a clinical trial? Ask to sign up for Fox Trial Finder.

Writing about a donor? Ask to donate or become a community fundraiser.

Page 3: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Thinking like our audience

Think like a patient, caregiver, newcomer to the Foundation • What information am I searching for? • What is useful advise for me or a loved one? • Do I understand these phrases on first glance?

• “PD” or “MJFF” • Alpha-synuclein • Assay • Fox Trial Finder • Team Fox • Brin Wocjicki Challenge

Page 4: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Content Examples

Page 5: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

152 Words

Question

Page 6: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,
Page 7: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,
Page 8: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

MJFF parallels: • 5 reasons to

participate in a clinical trial

• 6 reasons to join Team Fox

• 7 reasons to blog about Parkinson’s

• 4 ways to find a cure for Parkinson’s

Page 9: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Titles are important

Page 10: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Quicklist of 10 questions to ask while writing a headline:

• Is the headline accurate? • Does it work out of context? • How compelling a promise does it make? • How easy is it to parse? • Could it benefit from a number? • Are all the words necessary? • Does it obey the Proper Noun Rule? • Would it work better as an explanatory headline? • Does it focus on events or implications? • Could it benefit from one of these 10 words? Top, Why,

How, Will, New, Secret, Future, Your, Best, Worst.

Page 11: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Hyperlinks

• Do not to use "click here" for your links. • Think of the link as the main focus of the sentence. What's most

important. So if you want the user to focus on the concept of "Fox Trial Finder" that should be the link -- if the user should focus on the concept of "register", that should be the link.

• Verify your links go where you imply they will go. • Write clear links. If the link text reads “this book...” the link should

go to a book, not a bookstore or the author's biography.

Page 12: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Photo Guidelines

• No Instagram photos • Our photo dimensions are 636 x 339 • Cell phone images are high resolution, ask your contact to have a friend

take a photo of them and their loved one, at their event or with a Team Fox/MJFF shirt or sign.

• Images should illustrate the blog content, not just be a photo of the individual – Are they participating in a clinical trial? Ask your contact to have a photo taken

during their trial experience – Did you meet them at a Fdn event? Take a photo together during the event – Has exercise improved their symptoms? Ask for a photo of them going for a

bike ride, walk or at a class – Are you at a Fdn event? Take a photo of the crowd gathered, listening to a

speaker. These photos can be used in multiple instances, not just on our blog

Page 13: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Photos BAD GOOD

Page 14: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Reminders • Email not e-mail

• Website not Web site

• Nonprofit not non-profit

• 1 space after a period, not 2

• Don’t bury the lede

• Ask for peer review

• No “Click here”

• Think of provocative titles

• Photos should be illustrative of the content, fit our formatting

• Use calls to action to capture individuals in the engagement funnel

Page 15: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Content Features

• Fox Foto Friday – weekly – Highlights an individual or group of individuals who are engaging their

community to raise awareness and/or funds for Parkinson’s disease, MJFF, Fox Trial Finder, PPMI or a FDN event

• Ask the MD – monthly – Features Maurizio answering frequently asked questions on Parkinson’s

disease

• Fox on the Road – monthly – Features from FDN employees traveling throughout the United States

and internationally, sharing stories of the individuals they meet.

• 3 Questions for a Researcher – monthly – Offers our audience insight into the different types of researchers and

their daily work.

• Who’s that Intern – seasonal – Interviews conducted by an intern with an intern, offering perspective

on the work of the FDN

Page 16: The Michael J. Fox Foundation Blog Michael J Fox Foundation Blog... · • 5 reasons to participate in a clinical trial • 6 reasons to join Team Fox • 7 reasons to blog ... Secret,

Guest Bloggers

• We welcome new voices to share their perspective as a person with Parkinson’s, as a caregiver or loved one/family member, or friend of the Foundation (Team Fox, FTF, etc).

• Request from the guest blogger: – high-resolution photo to include with the blog

post and a brief biography (3- 5 sentences) to introduce you to our audience.

– Blog posts should be no longer than 600 words, but of course, can be shorter.