Content Calendars and You: Creating Communications Harmony
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Calling all content creators, curators, wranglers, and stakeholders! Are you looking to enhance productivity, planning, and be more Zen about your process? Content marketing has become one of those “buzzwords” you actually should buy into, and a content calendar is considered a key tool. But: How do you set up a content calendar that works for you and your team? How do you ensure buy-in to your strategy from both communications and non-communications staff? What should you reasonably expect to gain from having a content calendar? Come to this highly interactive session where you can share what’s working and what’s not. We’ll trade tips, success stories, and strategies to best use content calendar tools and ensure successful adoption by your team. Bring your questions, challenges, and pain points, and get ready to roll up your sleeves as we work together to uncover solutions to common problems. We will adapt to your needs as common themes emerge from group discussion.
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Content Calendars and You: Creating Communications Harmony
- 1. Content Calendars and YOU! Creating Communications Harmony Collaborative notes: po.st/calendars-16NTC flikr: enerva
- 2. Hashtag and Handles #16NTCcalendars •Laura Norvig, Digital Media Strategist, ETR @LNorvig •James Porter, Assoc. Dir. External Relations, The END Fund @PorterJamesE •Kivi Leroux Miller, Nonprofit Marketing Guide.com @KiviLM Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 3. Plan for Our Time Together • You: What’s Your Situation? • Kivi: Why Calendars? Cat. Herding. • You: Why You Came – your challenges? • James: Big to Small: Silos and Dogs • Laura: Choosing and Testing a New Tool • All of Us: Breakout Groups: Focus on a topic • All of Us: Report Back Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 4. Be Here Now Collab notes: po.st/calendars-16NTC #16NTCcalendarsPhoto: flikr/sansara
- 5. What Type of Org Do You Work At? • Direct programs or services • Cause / advocacy / policy • Foundation / grant maker • Consultant / vendor • Other Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 6. How Big is your Communications Team? •Solo just me •A few of us 2 – 4 •A lot of us Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 7. Do You Already Use a Content Calendar? • Of course • Nah, I just wing it Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 8. Kivi’s Overview (she wrote the book, BTW) Collab notes: po.st/calendars-16NTC #16NTCcalendars Part 3 really goes into depth about how a calendar can help you connect your big picture planning to your day-to-day work, and involve other departments in supporting and understanding your work. “Every nonprofit communications, marketing, and online engagement staffer should have this book!” -- Amy Sample Ward “Kivi did not know I was making this slide.” -- Laura Norvig
- 9. Communications Directors Herd Cats. All. Day. Long.
- 12. The editorial calendar is a communications director’s road map . . .
- 13. Problem: There is no Google Maps to your destination.
- 14. YOU are mapping out this road trip!
- 15. An editorial calendar can help solve a lot of problems...
- 16. It can eliminate battles over whose turn it is, and prevent staff from stepping all over each other.
- 17. It can provide a soothing calm and a sense of security.
- 18. It can open discussions about updating comm and mgmt tools.
- 19. It can help non-comm staff learn what it really takes to produce great communications.
- 20. It can prompt much needed discussions about messaging direction.
- 21. If nothing else, it can be a great personal productivity tool.
- 22. The trip might be bumpy, but it’s your job to drive, so grab the wheel!
- 23. 1. Take your Blue index card and write: What is your biggest pain point/challenge in managing your content and editorial process with a content calendar? 2. Please write legibly so Kivi can read these! Think and Write Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 24. Share Pair Collab notes: po.st/calendars-16NTC #16NTCcalendars cc by –nc –nd 2.0 flikr/franie
- 25. Let’s hear a few stories from the road . . .
- 26. James Porter Big to Small – More Silos to Fewer
- 27. Big to small A Brief Organizational Overview
- 28. • Shared Google Calendar • Basecamp • Salesforce Content Calendar - Structure
- 29. • Shared Google Calendar • Shared Google Spreadsheet Content Calendar - Structure
- 30. • Are you “in the know?” • Messaging, messaging, messaging Working cross-functionally
- 31. • Integrated team members • Bi-directional information sharing Working cross-functionally
- 32. • What’s going on? • Too many systems • Separation Challenges
- 33. • Time • Ownership • Planning Challenges
- 35. • Basecamp • Structure What Worked?
- 36. • Structure • Reminders • Meetings??!!!??!! What Worked?
- 37. • Buy-in • Integrated systems • Evaluation • Trial and error What’s Next?
- 38. How Big is Your Org? •Small 1 - 50 •Medium 50 - 200 •Large 200+ Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 40. Help! My Calendar is More Work than My Work • Don’t let this happen to you • Leverage the great things about using a calendar and toss the rest Collab notes: po.st/calendars-16NTC #16NTCcalendars Photo: flikr/alancleaver
- 41. Spreadsheet Brain – Keeping track of “Meet Us Monday” posts Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 42. Oh, Sharepoint … Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 43. Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 46. Voila! Calendar Brain appeased Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 47. Signifiers and Organization Schemes Different calendars, color codes, tags, or symbols could be used to organize/signify: •Channels (email/social/blog/enews/print) •Topics •Audiences (donors, volunteers, board, unique demographics) •Departments communicating (program services, board, volunteer mgr, CEO fundraising, etc.) Because there are so many different ways to organize, you may need to try some and pivot if they aren’t working. Which type of tracking matters, and to whom? Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 48. Trello: Add a Checklist (useful if your social isn’t automated or duties are shared by a team) Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 49. Copy a Checklist from one Card to Another Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 50. Collab notes: po.st/calendars-16NTC #16NTCcalendars This represents how many items on checklist have been completed – 3 out of 6, 4 out of 6, etc.
- 51. Hmm, wouldn’t it be great if I could answer this question quickly by looking it up on a Calendar? Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 52. Three types of tools to try if not already 1. Social posters (examples: Buffer, Hoot Suite, Co-Schedule) 2. Project management (examples: Asana, Trello, Sharepoint) 3. Automated connectors (examples: IFTTT, Zapier) Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 53. Breakout Groups – Based on Your Challenges • No Time to Plan • Program Staff Won’t Help • No Real Strategy Behind the Content • No Buy-In from Management • Too Many “Priority” Messages • Trouble Creating Great Content Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 54. Breakout Groups -- 20 minutes • Designate someone to report back (you get chocolate!) • Discuss approaches for overcoming the challenge • Brownie Points: Group reporter adds notes to Collaborative Notes during or after session Collab notes: po.st/calendars-16NTC #16NTCcalendars
- 55. Report Back Collab notes: po.st/calendars-16NTC #16NTCcalendars Graphic: flikr/Takumi Tsuksaya
- 56. Thank You!! Don’t forget to do evaluation: http://po.st/AFt7tb •Laura Norvig, Digital Media Strategist, ETR @LNorvig •James Porter, Assoc. Dir. External Relations, The END Fund @PorterJamesE •Kivi Leroux Miller, Nonprofit Marketing Guide.com @KiviLM Collab notes: po.st/calendars-16NTC #16NTCcalendars
Notas del editor
- Collab notes link and hashtag is footer on all slides
- You can find out more about us in the groovy NTC app, and we'll each tell you more about ourselves when we start our sections. Basically, Kivi has consulted with and trained about hundreds of staff from many types of orgs, large and small, about specific communications solutions. James has worked on staff at large and small orgs. I've done digital communications and marketing for different projects at the same org for 15 years.
- I am really just here to facilitate the conversation, and I feel so fortunate to have Kivi along to contribute her insights.
- Deep breath in. Let it out. Focus on the breath. If your mind is chattering – you feel random thoughts of something you have to do, something you just learned, what’s going on at home – get in touch with the observing presence that is aware of those thoughts. The observer realizes thoughts are in the past or future. Breathe in. Let it out. Set your intention to stay present during our time together. You may want to set an additional intention to listen to one another, or to speak up and ask questions, or to share your knowledge.
- Want to know more about you and what knowledge you bring – take a look at who does what so you can connect with others who do similar work or who’s situations may be similar to yours. Arrange your laptop, etc., so you can stand up and sit down easily – if that doesn’t work you can raise your hand – please raise it high and keep it up while we count! For “other” have a few people shout out what their org does/is. Use easel paper to record totals, and Collab Notes
- In planning this session I looked at Kivi’s book a lot, so I just wanted to make sure you all were aware of it.
- Setup: I’m going to give you a minute or two to write down your biggest challenge
- Pitch to James
- Big organization (overview) 10k employees around the world 300+ in headquarters 70 employees on External Relations Team Very specialized jobs. ie - an individual person for email marketing, digital advertising, social media. Small Organization (overview) Less than 20 employees 15 in NYC Headquarters 2 dedicated communications staff Less-specialized jobs - communications generalists
- Google calendar – social content,
- Weekly content meetings with communications officers in the field Regular briefing papers from programs team about situation on the ground Communications officers specialized by region Programs team review of materials before sent or posted. Communications calendaring tools used to track approvals from programs team and editorial calendars kept to ensure what we were saying was in line with advocacy messages and what was going on in the field
- Weekly - External Relations team member sits in on Programs Team call Weekly - Programs Team member site on ER team call Communications are part of partner agreements to ensure receipt of stories, photos, etc. Travel kit - release forms, checklist to bring a camera, voice recorder Check-in with programs team before they go to meetings, etc to get more information about who they are meeting with As part of on-boarding, the programs team meets with ER staff. Content calendering system is shown to them so they can get a sense of what we are looking for. Relevant trips and meetings from programs incorprated into calendaring system along with who is the main driver and what the outputs are from each.
- So many content areas, hard to keep track Physical separation between ER team and programs team “Line staff” not always aware of larger programmatic needs. Multiple systems. When something is updated, it would have to be updated in multiple places. Not everyone had access to all systems Project management software (basecamp) was doubling as content calendar, which got confusing.
- “Ownership” of the calendar Timely inputting Forward looking not just to record Small team - less time to keep things updated Real time items less likely to be updated
- “Ownership” of the calendar Timely inputting Forward looking not just to record Small team - less time to keep things updated Real time items less likely to be updated
- Oddly - Basecamp If it was being used as project management, the overall calendar in basecamp could have been a good way to integrate project management and a content calendar Weekly editorial meetings to review the calendar with programs representation
- Reviewing content calendar at each ER meeting with programs member present Updating in real time at the meeting Sending out a reminder before the meeting to update the calendar Ensuring that deliverables are thought of for each activity across the board from website to social to placed media. How can what you are creating be used in various ways? Assigning a driver Fundraising, events, and comms use the calendar the most, with programs being alerted to it at our meetings.
- Buy in, buy in, buy in. Buy in starts with onboarding - explain connection between communications and fundraising, events, programs. Show the tools that are used, go through how we all can use them. Small things count - encouraging the use of Twitter has been helpful as communicating about the organization becomes part of everyone’s job, and then can go on the calendar! An integrated system is the best way to go about this. If you can have a project management system that also has content calendaring, or vice-versa that would be great. The less systems people have to visit, the better Integrating programs and ER members in each others’ meetings is very helpful to make sure what is being entered into the calendar is relevant Evaluate your tools on a regular basis. Don’t force yourselves to use something if it isn’t working just because it is what you have been doing. Trial and error. We’ve done internal testing between a few staff members of new tools and systems before suggesting them to senior management so that we had a baseline of what it worked, if it worked, or if we thought it would be useful.
- I’m the Digital Media Strategist at ETR, which stands for Education, Training, and Research. We create evidence-based teen pregnancy prevention curricula and train educators to deliver the curricula. We also work on a wide variety of government grants ranging from HIV prevention to tobacco-use prevention to youth and IT projects. Our staff include trainers, academic researchers, and capacity builders. We’re over 30 years old and only very recently became less “siloed”.
- In her book, Kivi talks about spreadsheet brain vs. calendar brain. You may have a preference for one way of visualizing over the other. Or, you may need to use more than one method for different things. I need this method for my Meet Us Monday and my Wellness Wednesday social media posts (yep, hokey alliteration). For a long time I was just winging it, but I realized this tracking was helping me be more efficient – it prompted me to go ahead and schedule lots of posts in advance so I didn’t have to think about it each week.
- I needed Calendar brain to think about our blog posts, so I asked the blog editor to put things on a Sharepoint calendar since technically that is the org-wide tool we are supposed to use. My plan was to follow along behind and track when I had shared the posts socially. Especially since I was not using an automated tool and found myself neglecting LinkedIn which is actually one of our more important channels. Cons: cumbersome to add, visual clutter with three entries for one item Pros: export to Excel, can include URL permalink of social post
- I had some crazy idea that I would then export this to a spreadsheet (which is one thing Sharepoint actually does well) and the permalink of the post would help me collect metrics and anecdotal engagement stories, etc. I never made use of that idea and as you know, Facebook has pretty useful metrics and they can be exported.
- This is my colleague Marcia’s whiteboard. She manages everything about the blog, writes and edits much of it, and selects and composes two monthly e-newsletters highlighting the best of the blog, one on Health and one on K-12 School Health. She keeps pretty well on top of everything so I didn’t know what would happen when I proposed we try using Trello to manage blog content. Note the little symbols, also known as signifiers, next to entries, and the legend on the top right.
- Well she took to it like a fish to water. So far we use it to guide process She is using color to refine process red = needs posting, purple = needs internal edit But I am interested in possibility of using color or layered calendars to make sure we get a good mix of topics and types of posts. This is the project management piece that only you or your internal team need to see. When you want to show others the big picture, Trello has a Calendar view. Click on the Calendar view and …
- This is the calendar view in Trello
- Remember those little symbols our blog editor used on her whiteboard? I just recently got into trying a Bullet Journal and they are big on signifiers but it is definitely a trial and error process. Too many and you will forget what they mean, too few and you don’t get the status info you want. Be cautious about rolling something out to whole org that is too complicated or that you’ll end up changing.
- I know many people use a different process for pushing out to social but we had some hurdles that kept us from being fully automated. This checklist reminds me to be sure and post natively to LinkedIn, which is a great channel for us.
- Buy-in challenge – getting rest of org to use a shared calendar. I happened to know the answer to this by overhearing a conversation but you can’t always count on that! We actually used to have a whole system with a Sharepoint Calendar just to record conference attendance and various forms that were mandatory, but when our org drastically thinned out middle management it went away. I recently asked my boss if we could resurrect it and he said sure but good luck getting people to use it. My challenge is whether to champion the Sharepoint calendar since, a) sharepoint sucks, b) we may be moving to Office 365 soon and I don’t know if the calendars will move with it, and c) maybe there is a Trello solution that would be more integrated and easier, but IT might not like it …
- Pick themes and corners of room. Take themes Kivi has found, put up paper with name of theme. Have Kivi write the main themes in the Google Doc so groups can put their notes in there as well. These themes are also common ones if nothing emerges from index cards.
- Take index cards that seem to represent a theme and put them with each group?