Transcript Multi-platforming Recycle, Reuse, Reformat

Multiplatforming
Recycle, Reuse, Reformat…
Just Don’t Reinvent
Mary Brantner
Communications Manager
Municipal Association of SC
Sound familiar?
• Website full of great content
• Staff engaged in sharing information and news
important to your members
• Publications tell great stories
• Presence on social media platforms
• Organization/issues covered by traditional
media
But feedback shows…
People you serve say they aren’t getting all the
information they need from your organization.
…this despite the fact you are running yourself
ragged creating new content for websites,
publications, email and social media.
Why?
• Reading and learning habits are changing
– Gone are the days when you can post information
to a website or print in newsletter and be done
with it. Needs to be shared in multiple places.
– “Readers” want to access content differently.
– People have to hear/see it 7x to remember the
message.
– Break through the clutter!
What are platforms?
Any tool your organization uses to communicate
with key audiences
Website / print and electronic publications / signage /
partner organizations / social media / meetings / field
staff / marketing materials / remote office interaction /
news media / surveys / receptionist and front lines staff /
stationery and business cards / vmail / email / press
releases / exhibits / WOM / blog / staff communication
Remember the 3 R’s
Recycle
Reuse
Repurpose
What’s an organization to do?
Multiplatform!
Strategically reusing, recycling and
reformatting content to tell your story in a
deeper, more engaging, way to make new
topically-connected content from different
parts of the organization’s storehouses of
content
Steps for Successful Multiplatforming
1 – Create an organization-wide strategy.
Long-range goals and short-range targets of
opportunity
Not about creating more or new content
About leveraging the most and best use out of
what you’ve created then adding to that, if
needed
Steps for Successful Multiplatforming
2 - Audit all the platforms (communications
tools) you have available to your organization.
Simple spreadsheet
Think beyond just print and digital and beyond
your traditional communications tools
Link to the full spreadsheet
Steps for Successful Multi-platforming
3 – Know your content.
What do you already have?
Content ownership is key.
Know where your content is hidden.
Steps for Successful Multi-platforming
4 – Identify targets of opportunity
Set yourself up for success.
Involve people all over your organization, not just
the communications staff.
Marketing plans? Creative briefs?
Steps for Successful Multi-platforming
5 -Identify the content you are pushing out
over these platforms.
Publish once and reference that content again and
again in different ways.
Don’t re-use the same way.
Remind people content is there.
Format for different delivery methods
• Articles - print/post on web, can
be reformatted for video for web
or YouTube
• Series can be recompiled as an
ebook
• Same in reverse, handbooks/
manuals can be a series of
articles/video
• Blog posts
• Articles
• News releases
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•
•
•
•
•
•
Tweets
Facebook posts
Slides (shareshare/video)
Forum posts (listserves)
Reports
Read them for audio
If have videos, have them
transcribed for written content
then do all of the above
• Strip audio for podcasts
• Just have audio? Add slides to
match and combine
Link to the full spreadsheet
Pay attention to the details
“South Carolina made history this year by passing
education reform. We will no longer educate children
based on where they are born. Through reading
coaches, technology investments, and expanding
charter schools we just confirmed that we want our
children to be the future workforce for our growing
high tech jobs! #ItIsAGreatDayInSC”
Twitter Post
“South Carolina made history this year by
passing education reform. We will no longer
educate children...”
So what happens to all your great
content after it’s initially pushed out ?
Forgotten?
Unloved?
Unneeded?
Relegated to online Siberia?
Case Studies
• Short range target of opportunity – utility
workers in a snow storm
• Long-range goal – roll-out of a standardized
business license application
Target of Opportunity Case Study
Value of Utility Workers
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•
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•
•
Reinforce the value of city workers
Educate on the work they do
Frame as a media pitch
Drive to various areas of the website
Link it all through social media
Membership reinforcement
Link to blog post
Promoting
SCAMPS
Uptown
article about
role of utility
directors
Uptown
article about
lineman
training
Link to blog
post
Uptown
article
about
mutual aid
Promoting
SCAMPS
Long-range Planning Case Study
Standardized Business License Application
• Internal and external education about the
application
• Awareness of this business-friendly practice
• Educate on the work of BL officials
• Drive to various areas of the website
• Membership reinforcement
• Link it all through social media
Link to the full spreadsheet
Internal education
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•
•
•
Uptown article
Listserve emails
BLOA meetings
Uptown Update blurb
Weekly
member
email
Link to blog
BLOA
Related
article in
Cities Mean
Business
magazine
BL
accreditation
program
BLOA
reference
In another
context
Partner organizations
State Chamber of Commerce magazine
SC Restaurant and Lodging
Association magazine
Columbia Chamber of Commerce
blog
SC Association of CPAs
website and email
Does it work?
Chamber blog – 133 clicks
NPR story – 139 clicks
Link to list of cities adopting the application – 608 clicks
Link to standardized application – 408 clicks
Questions?
Mary Brantner
Communications Manager
Municipal Association of SC
[email protected]
Twitter: @muniassnsc
Blog: www.muniassnsc.blogspot.com