This presentation was created in this form for the United Way Mid-Winter Conference in Madison, Wis. in 2013. Licensed under Creative Commons with attribution to: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/

1. Communication Across
Channels: Why, How & When
United Way Mid-Winter Institute
2013
Madison, Wis.
#uwmidwinter

2. Welcome!
• Who is this guy (@ctrappe) ? Where I came
from … where I’m heading
ChristophTrappe.com
ChristophsBlog.com
#uwmidwinter UWECI.org

3. 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 can find
the slides here:
http://unitedwayofeastcentraliowa.org/marke
ting/midwinter2013/
#uwmidwinter

4. 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
#uwmidwinter

5. #uwmidwinter

6. #uwmidwinter

7. One more change: ZMOT
#uwmidwinter

8. The Zero Moment of Truth
#uwmidwinter

9. OMG! Really?
Is this guy serious?
We know that!
But how do you implement this?
We’ll get there… but let’s first look at
channels today!
#uwmidwinter

10. Channels
#uwmidwinter

11. Channels
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12. Which one is most important?
#uwmidwinter

13. Channels
• Latest buzzwords: Social, social, social…. Huh?
Source: http://www.unleashed-technologies.com/blog/2013/02/11/2013-nonprofit-marketing-trends-you-need-know
Next page, too!
#uwmidwinter

14. But, most important channel is…

15. But, but, but… social
• United Way of East Central Iowa
– Facebook: 1,124 followers.
– Website: Since November '11: 50,000+ people
visited website. (Not all internal . )
#uwmidwinter

16. 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?
#uwmidwinter

17. 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.
#uwmidwinter

18. User base visualization
120
100
80
Level 1
60
Level 2
40 Level 3
20
0
Users
#uwmidwinter

19. 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…
#uwmidwinter

20. Brand voice
Serious, but fun. But not silly!
Definitely not markety!
#uwmidwinter

21. What’s markety?
• Avoid words like this:
– This FANTASTIC event.
– Everyone has/will have fun.
– Biggest event ever.
– The best
– The fastest
– The slickest
From: ChristophsBlog.com
#uwmidwinter

22. 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.
#uwmidwinter

23. Channels - Social
• Facebook: Pictures, pictures, pictures.
• Twitter: Lots of updates.
• YouTube: Short! Especially early on.
• Don’t always link back to your website!
#uwmidwinter

24. Channels - Billboards
#uwmidwinter

25. Channels – News releases
• Get to the point!
• Write like you are writing to the journalist’s
audience (allows copying and pasting)
• Include contact info
#uwmidwinter

26. 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
#uwmidwinter

27. Channels - Print
Put everything in here… Just kidding!
Also use Level 1 – 3 concept.
How will people actually use it?
#uwmidwinter

28. Channels – Emails Newsletters
• Get to the point.
• Keep it short.
• Personalize. (Volunteer newsletter replies
example)
#uwmidwinter

29. Channels
• Which ones did I miss?
• How do you talk on them?
#uwmidwinter

30. Channels – Never the right answer!
Because we’ve done it
like this!
#uwmidwinter

31. But, but, but is it making money?
• Who here has done print advertising?
• TV?
• Radio?
How do you know that it makes money?
#uwmidwinter

32. Hello? Does it make money?
What’s the first light beer
that comes to mind?
#uwmidwinter

34. I’ve talked enough…
• How do you measure success?
Donations, sure … then 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.
#uwmidwinter

35. Group discussion
#uwmidwinter

36. 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.
#uwmidwinter

37. Managing all these channels
• How are you going to do it?
#uwmidwinter

38. Channel management
• Produce once … distribute to different
channels based on user expectation.
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39. #uwmidwinter

40. Step 1
I’m out …. I don’t have a camera…
Who said that? Anyone?
Tools …
#uwmidwinter

41. 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!
#uwmidwinter

42. Step 3
• Determine other uses (if you didn’t do that
earlier)
• Could depend on topic (Examples:
KPACE, Powerball winner, campaign results)
#uwmidwinter

43. #uwmidwinter

44. #uwmidwinter

45. Where to go from here…
Any questions so far?
#uwmidwinter

46. Where to go from here…
• Storytelling class is tomorrow afternoon, 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?
#uwmidwinter

47. Group exercise: Identify stories, how
to share on different channels
#uwmidwinter

48. Did we go over time?
Questions?
#uwmidwinter

49. We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:
ctrappe@uweci.org
319-804-9853
Twitter.com/Ctrappe
ChristophsBlog.com
ChristophTrappe.com
#uwmidwinter