Editorial Calendar Essentials: Organize and Plan Your Online Communications
May 23, 2012
What is CanadaHelps? A public charitable foundation that provides accessible and affordable online
technology to both donors and charities.
For CharitiesA cost-effective means of raising funds online.
For DonorsA one-stop-shop for giving.
CanadaHelps is a charity helping charities.CanadaHelps is giving made simple.
MyCharityConnects is a initiative of CanadaHelps.
today’s presenter
Kirstin BeardsleyMarketing & Communications ManagerCanadaHelps
EDITORIAL CALENDAR?
Planning• 2012 is the year of
planning our social media more effectively
Old Days• Editorial calendars
were used for large publishers
We’re All Content Publishers
• We’re all publishing on multiple platforms• Being effective on each takes organization &
planning
Maintaining relationships online can be chaotic.
Messaging Must be Tied to Mission
• If messaging doesn’t reinforce your organization’s mission, it’s not serving your organization
• Build trust and recognition with reinforcing messaging across platforms
Reinforce Messaging Across Platforms
Benefits of Using an Editorial Calendar
• Align social media messaging more deliberately to the goals of your organization
Stay Organized
• So many updates are required, keeping an editorial calendar helps you stay organized and on top of posting
Easier Measurement
• Tracking posts in one place allows trends to be followed and popular material to be repeated
Better Quality
• Less scrambling for content means more quality posts and better relationship building
Manage Growth & Turnover
• Keeping an editorial calendar will help if more people are tasked with social media
• If the social media/communications lead leaves the organization, there is a record of past and future posts
GETTING STARTED
Think Big
• Look to your mission and strategic plan before planning out messaging
3 Month Planning
• 3 months is a manageable time to plan your communications
• Record goals, themes, other organizational activities
Plan Execution on Each Platform
• Annual fundraising run?– YouTube: promo video of event– Facebook: profile previous
runners/fundraisers– Twitter: fundraising tips, direct
people to other online content– Email: email campaign to
previous fundraisers
Map Out Timeline
• Most organizations will be fine with a monthly plan
• If you post very frequently, consider a weekly plan
CREATE YOUR CALENDAR
Essential Elements of Your Editorial Calendar
• Topic• Theme/program• Tool/platform• Owner• Deadline
• Post date• Status• Published URL
• Audience• Review process– Submit date– Reviewer– Review by date
• Ideas for new content• Which content is adapted to other platforms• Day of week• Time of day
Optional Elements of Your Editorial Calendar
• You might want to include some measures next to specific posts:– Popularity– Conversations– Shares
Include Measures?
Which Tools to Use?
Spreadsheets!
Project Management Software
Basecamp
Smartsheet
Example
TIPS FOR SUCCESS
3 Month Planning Works
• Don’t do an in-depth plan for a longer or shorter period of time
• For most organizations, three months is the “sweet spot” for planning
Build Measurement/Learning Into Schedule
• Learning loops (Source: Networked Nonprofit)• 3-months is a good learning loop timeframe
for many organizations• Reviewing metrics by post can reveal:– Which topics resonate, which don’t– What types of content is popular– Which tools are most successful
Stay Flexible
• Don’t ignore opportunities because they aren’t part of the plan
• Make sure you’re still listening and engaging
Consider Regular Features
• If you have trouble developing content ideas, consider having regular features that are repeated weekly, bi-weekly, or monthly
Keep It Simple!
• Keep your calendar as simple as possible• Strive for useful and simple rather than overly
complex & confusing
ABOUT MYCHARITYCONNECTS
MyCharityConnects Conference 2012JUNE 12 – 13 | Allstream Centre, Toronto
www.mycharityconnects.org/conference
collaborate.innovate.celebrate.Collaborate to build a stronger sector.Innovate to solve complex problems.
Celebrate our work and the difference we’re making.
• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.
• Registration is open! Early bird ends on April 30th!
Upcoming Webinars
• June 27 - Elements of a Great YouTube Video
www.mycharityconnects.org
for more great resources…
Keep in [email protected]
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www.slideshare.net/MyCharityConnects
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