1. Communication Across
Channels: Why, How & When
Iowa Nonprofit Summit 2013
Altoona, Iowa
1:15-2:30
2:45-4
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2. Welcome!
• Who is this guy (@ctrappe) ? Where I came
from … where I’m heading
ChristophTrappe.com
UWECI.org
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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 may Tweet.
You can find the slides here:
http://unitedwayofeastcentraliowa.org/marke
ting/midwinter2013/#npos13
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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
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5. By stuad70 via
Flickr Creative
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6. Photo by
Sivesh Kumar
via Flickr
Creative
Commons
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7. One more change: ZMOT
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8. The Zero Moment of Truth
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9. Did you know that already?
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10. Channels
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11. Channels
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12. Which one is most important?
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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!
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14. But, most important channel is…
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15. But, but, but… social
• United Way of East Central Iowa
– Facebook: 1,240 followers.
– Website: Since November '11: 68,000+ people
visited website. (Not all internal )
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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?
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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.
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18. User base visualization
120
100
80
Level 1
60
Level 2
Level 3
40
20
0
Users
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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…
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20. Brand voice
Serious, but fun. But not silly!
Definitely not markety!
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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
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22. Take a few moments …
• How would you describe your typical customer?
• How would you describe a customer group that
you would like to engage but haven’t been able
to?
• How would you describe the atmosphere in your
business environment? This could be in your
store, over the phone, etc.
• How would you describe how you want your
business to be described by the public?
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23. Now…
How might you sound talking to those
customers and describing your surroundings?
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24. Take a few moments – define voice
Example structure: This and that but not this.
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25. Brand voice
Will you share?
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26. Break: See you at 2:45
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27. #INPOS13
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28. 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.
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29. Channels - Social
• Facebook: Pictures, pictures, pictures. (Largest
critical mass, but few people engage with
brands.)
• Twitter: Lots of updates.
• Pinterest: People want to be inspired
• LinkedIn: Professionals
• YouTube: Short! Especially early on.
• Don’t always link back to your website!
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30. Channels – News releases
• Get to the point!
• Write like you are writing to the journalist’s
audience (allows copying and pasting)
• Include contact info
• When people call, answer the phone.
• Post these on your website, too!
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31. Channels - Billboards
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32. 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
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33. Channels - Print
Put everything in here… Just kidding!
Also use Level 1 – 3 concept.
How will people actually use it?
#uwmidwinter

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

35. Channels
• Which ones did I miss?
• How do you talk on them?
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36. Channels – Never the right answer!
Because we’ve done it
like this!
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37. But, but, but is it making money?
• Who here has done print advertising?
• TV?
• Radio?
How do you know that it made money?
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38. Hello? Does it make money?
What’s the first light beer
that comes to mind?
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40. I’ve talked enough…
• How do you measure success?
Donations, sure … 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.
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41. Group discussion
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42. 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.
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43. Metrics
• Email
– Open rates
– Click through (if applicable)
– Donations (Email direct mail example)
• Billboards/Print/Etc.
– Surveys
– Anecdotes

44. Managing all these channels
• How are you going to do it?
– Easy Website system
– HootSuite.com for social scheduling
– One place to keep content!
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45. Channel management
• Produce once … distribute to different
channels based on user expectation.
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46. #INPOS13
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47. Step 1
I’m out …. I don’t have a camera…
Who said that? Anyone?
Tools …
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48. 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!
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49. Step 3
• Determine other uses (if you didn’t do that
earlier)
• Could depend on topic (Examples:
KPACE, Powerball winner, campaign results)
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50. #INPOS13
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51. #INPOS13
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52. Where to go from here…
Any questions so far?
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53. Where to go from here…
• Storytelling class is tomorrow morning, 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?
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54. Group exercise: Identify stories, how
to share on different channels
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55. Did we go over time?
Questions?
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56. 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
ChristophTrappe.com
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