Welcome! [nonprofitmarketingguide.com] · NonprofitMarketingGuide.com 6 Keep Track on Your Editorial Calendar Filling out your editorial calendar is like planning your menus for the

© 2012, Kivi Leroux Miller. NonprofitMarketingGuide.com 1

Walk Out Walk Out with Yourwith Your

Online Online Communications Communications

PlanPlan

Welcome!Welcome!Download session materials at kivilm.com/ltase

Kivi Leroux Miller

Married to CTNC’s Edgar Miller

Nonprofits Have Always Had Many

Buckets to Fill with Content

Flickr: Tracy Hunter

There were the good old “print” days (circa 1995).

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Then came website updates and email newsletters.

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And now there’s social media . . .You have so many ways to deliver your message, your head’s about to explode.

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You Have Waaaay to Much to Do

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And Never Enough Time to Do It!

Flickr: laffy4k


You, the Media Mogul

Everyone is a publisher

and broadcaster, and

therefore a media mogul.

flickr.com/photos/scobleizer/2265721472

Where do each of these channels excel?


Putting Social Media into the Mix

“Social media boils down to

the marriage of two main

concepts — content and

conversation. Without

content, conversation is mere

networking. Without

conversation, content is dead.

It goes nowhere.”

~ Brett Virmalo

Tippingpoint Labs

http://blog.tippingpointlabs.com/2009/07/social-media-experts-dont-understand-social-media/

Flickr: charlietphoto

Let Conversations Bake into Content

• OK to start

small and see

how things

develop

• Ask questions!

• Refine your

ideas based on

comments

Flickr: ifindkarma

Turning Conversation into Content

• Trending topics

• Q & A

• Summarize debate

Flickr: Kris Hoet


1. Menu Planning

2. Cooking & Serving

3. Sharing Your Recipes

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e-german

y/150744833

We are going to

write a cookbook

of communications

ideas for land truststhis afternoon.

1.

Menu Planning

Who’s Hungry?

Who needs

feeding,

through which

channels, and

how often?

Flickr: freeparking


Keep Track on Your Editorial Calendar

Filling out your

editorial calendar is

like planning your

menus for the week

or month.

Flickr: burningkarma

Pick a Realistic Time Frame

• Quarterly

• Monthly

• Weekly

Flickr: tanakawho

Several Ways to Organize Calendar

• By Channel

• By Audience

• By Program

• By Format

(e.g. Standing

Heads)

Flickr: ifindkarma


Use Google Calendars Use Google Docs (Spreadsheet)


Other Project Management Tools

• Microsoft Sharepoint

• Basecamp

• Smartsheet

• Zoho

• Evernote

• Webnotes.net

Where You Actually Decide:

The Editorial Meeting

• Daily, Weekly, or

Every Other Week

• Program and

Marketing Staff

• Nimble

Decisionmaking and

Prioritizing on the Fly

flickr.com/photos/bertiemabootoo/2362780033

Sketch Out Your System Now --Because We Are About to Fill It In

2.

Cooking and Serving


How Much 100% Fresh Content?

Shoot for 50% and

adjust from there

Think about when

you’ll cook it and

when you’ll

reheat/remix it.

Flickr: nmarritz

Fearing Repetition?

• Repetition has its

benefits in

marketing

• But don’t just

reheat all the

time; remix too.

Flickr: CarbonNYC

CREATE PATHS:

THINK about

CAMPAIGNS and

STORY ARCS

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Create Paths: How to Do It

• Get away from all the one-offs. Identify 3-5

major campaigns or story arcs for the year.

• Plot out the major points along the path –

what will we see on this journey?

• Use an editorial calendar to map out what

you will say in each of your major

communications channels.

• Do it by month, then by week.


As you come up with an idea, note how you will use it in at least three communications channels.

Use a Story Arc

Communications Arcs

• Think Must-See TV,

Except Now It’s Your

Content!

• Story Threads Over

Weeks or Months

• Think Beginning,

Middle, End

flickr.com/photos/wonderlane/5351266905

Communications Arc: Strategy

Prim

ary

Ele

ctio

n (M

ay)

Ele

ctio

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ay (N

ov)

Toda

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Fili

ng D

eadl

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(Feb

)

DC

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onve

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CLT

(ea

rly S

ept)


Communications Arc: Blogging Communications Arc: Microsite

anewwarrior.greenpeace.org

Let’s create some land trust story arcs.

Grab some flip chart paper for your table.

Look at the Calendar


JUNE

• First day of Summer!

– What can kids do during summer break to help

your land trust?

• Father’s Day

– Who’s the “father” of something related to your

work? Or who’s been like a father to your org

lately?

• Your Calendar?

JULY

• Independence Day in the U.S.

– Who deserves a fireworks celebration of their

own? Who should celebrate their freedom?

• Bugs!

– They are everywhere. How do insects play a role

in your work?

• Your Calendar?

AUGUST

• Dogs Days – Hot Weather

– How does hot weather affect your work or

supporters?

• Back to School

– What are you studying up on now? How do you

gear up for the fall?

• Your Calendar?

Add to the story arc – or fill in some blanks.

Are you filling in your editorial calendar?


Look at Current Headlines

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Fill in Blank Headlines

[Number] Miracles You've Created for _________ This

Year

How Your Support Changed _________ into

___________

Why We Can't _______ Without You

[Number] Little _______ That Will

_________

Fill in Blank Headlines

If I'd Only Known: Lessons from __________

How Many of These Early Warning Signs of

_________ Do You Recognize?

[Number] Myths that ___________ Believe

How to ________ When You

Really Want to _________

Pick the Format First

7 Favorite Formats

• How-to Article

• List (e.g. Top Ten)

• Fact Versus Fiction (or True or False)

• Advice Column

• Q & A Interviews

• Best of . . .

• Three Act Dramas

Let’s Brainstorm at Each Table


Survey Your Readers

Questions That Create Content

• What’s the hardest part about {you fill} for

you right now?

• What’s one hard-fought lesson you’ve learned

about {you fill}?

• What do you think is the biggest

misperception about {you fill} out there now?

• Why do you love {you fill}?

Ask a Question on Facebook


Curate Content from Others

Curating is Organizing and Editing

Use categories,

tags, and folders to

organize your

ingredients,

including web

pages, photos, etc.

Flickr: Collin Anderson

Curating via Roundups(e.g. Kivi’s Mixed Links, Nancy’s Friday Futures) and Retweeting/Sharing on Facebook and Twitter

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What kind of content can you curate and where would you find it?

How would you add value and share it?

Remix It All

Remix: Go Back to Calendar

• Reheat/Remix:

– Into Different

Channels

– For Different

Audiences

Make the Short Stuff Longer

• Examples

• Descriptive Details

• Quotations

• Opposing Points of

View

Flickr: Robert S. Donovan


Make the Long Stuff Shorter

• Use just the

headline

• Reduce

paragraphs to

bullets

• Pull a teaser out

Flickr: Brian Teutsch

Change the Lead

• Start article in a

whole new way

• Change the

perspective

Flickr: Declan TM

Change the Format

• Live Audio >

Recorded Audio >

Transcript >

Text Everywhere

• How-to

• List

• Opinion

• ReviewFlickr: roger.karlsson

3.

Sharing Your Recipes


Coach Rather Than Control

• Point the Way

• Show

Leadership

• Be Supportive

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Style Guides: Let Them Run With It

• Editorial

Style Guide

• Graphic

Design Style

Guide

• Marketing

BankDiigo.com/user/kivilm/mogul

Who Can Help?

• Program Staff!

• Guest columnists

• Experts

• Board members

• Partners

• Clients

Flickr: AlishaV

Managing Contributors

• Make your

expectations clear

• Spell out the

process

• Give yourself a

little cushion

Flickr: DrBacchus


My Favorite Creating Tools

• Blogging (Wordpress.org/com)

• Live Radio & Podcasting(BlogTalkRadio.com)

• Webinars(GoToWebinar.com)

• Cheap Video Recorder(Flip, most decent cameras)

• Screencasting(Camtasia, GoldMail.com)

• Flickr - Creative Commons

“By” Licenseflickr.com/creativecommons/by-2.0/

Flickr: Southern Foodways Alliance

My Favorite Remixing Tools

• Simultaneous Social

Media Updating &

Scheduling(Hootsuite, TwitterFeed,

Selective Twitter, Tweet

Later)

• Transcribing Audio (VerbalInk.com)

Flickr: Southern Foodways Alliance

My Favorite Curating Tools

• Delicious.com

• Diigo.com

• Labels in Gmail

• Alltop.com

• Dashboards

• Scoop.it

Benefits of This Approach

• Less Frazzled

• More Time and

Focus on Creating

an Curating Great

Content

• Better Message

Consistency and

Delivery across

Channels

Flickr: burge5000


Kivi Leroux Miller

[email protected]

@kivilm

Facebook.com/

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Welcome! [nonprofitmarketingguide.com] · NonprofitMarketingGuide.com 6 Keep Track on Your Editorial Calendar Filling out your editorial calendar is like planning your menus for the