A blog or a bucket?

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Information about A blog or a bucket?
Marketing

Published on March 4, 2014

Author: CharityComms

Source: slideshare.net

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Charlie Peverett, Neo
PR in the digital age conference
www.charitycomms.org.uk/events

A blog or a bucket? Charlie Peverett Head of Digital, Neo @weareneo #ccdigital

Definition of ‘blog’ #1 A contraction of „web log‟ A diary-style way to publish content easily to the web Typically displaying the most recent post first Usually enabling readers to add their comments @weareneo #ccdigital

Definition of ‘blog’ #2 A revolutionary democratisation of the process of publishing content that has the potential to empower people across the globe to tell their stories and express their opinions @weareneo #ccdigital

Definition of ‘blog’ #3 Mainly created by "bald, cauliflower-nosed, young men sitting in their mothers‟ basements and ranting”. – Andrew Marr, Oct 2010 @weareneo #ccdigital

Definition of ‘blog’ #4 …our main website is still too sh*t to add anything to it regularly so we'll dump stuff here instead and hope someone notices. Tamsin Bishton-Hemingray (Content Malcontent) @weareneo #ccdigital

The blog is a bucket @weareneo #ccdigital

Buckets are great @weareneo #ccdigital

@weareneo #ccdigital

Some of us will always be more interested in the bucket @weareneo #ccdigital

but for most of us…. @weareneo #ccdigital

@weareneo #ccdigital

It’s what’s in the bucket that counts @weareneo #ccdigital

How did we get distracted by buckets? @weareneo #ccdigital

How did we get distracted by buckets? 1. The blog saved me from death by CMS @weareneo #ccdigital

How did we get distracted by buckets? 2. My boss heard about blogging… @weareneo #ccdigital

How did we get distracted by buckets? 3. It seemed like a good idea at the time @weareneo #ccdigital

In short… The success of your blog is increasingly tied to what you say - not merely the fact that you‟ve chosen to speak @weareneo #ccdigital

In short… Alternative platforms may suit your objectives better @weareneo #ccdigital

In short… Thinking hard first saves pain later @weareneo #ccdigital

In short… We‟re seeking to avoid the fate of thousands of organisational blogs. @weareneo #ccdigital

Blogs with archives that look something like this • Here‟s a video interview of our chief exec visiting Africa • Here‟s a press release about our campaign • [huge gap between posts; tumbleweed] • Pictures of us in the office eating cake • I posted this to get fundraising off my back! • [something else, can‟t remember what] @weareneo #ccdigital

It‟s a place where content goes to die. A mishmash of bloggery-pokery for which the technical term is: @weareneo #ccdigital

Sh*tpot.com @weareneo #ccdigital

♪ ♪ ♪ ♪ Sh*t-pot-dot-com

The solution? @weareneo #ccdigital

Blog @weareneo #ccdigital

• In early stages of planning, ban the word „blog‟ @weareneo #ccdigital

• In early stages of planning, ban the word „blog‟ • Replace „blogging‟ with „being interesting and relevant on a frequent basis‟ @weareneo #ccdigital

• In early stages of planning, ban the word „blog‟ • Replace „blogging‟ with „being interesting and relevant on a frequent basis‟ • See if the conversation goes somewhere different @weareneo #ccdigital

Ban the blog Reason 1: You‟ll focus more on the purpose, less on the bucket @weareneo #ccdigital

Ban the blog Reason 2: You‟ll consider other options for publishing, distributing and framing your content @weareneo #ccdigital

Ban the blog Reason 3: If you do settle on the need for a blog of some kind it will be a positive decision @weareneo #ccdigital

It‟s a case of moving from a reactive model to a strategic one @weareneo #ccdigital

We need to produce more content / „be social‟ @weareneo #ccdigital

We need to produce more content / „be social‟ [knee jerk] @weareneo #ccdigital

We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! @weareneo #ccdigital

We need to produce more content / „be social‟ [knee jerk] We need to communicate smarter! vs I just signed up for Wordpress! @weareneo #ccdigital

We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! We need to communicate smarter! vs Why? To whom? Where? How?

We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! We need to communicate smarter! vs Why? To whom? Where? How? Main site Offsite Email Twitter Apps Blog

We need to produce more content / „be social‟ [knee jerk] I just signed up for Wordpress! We need to communicate smarter! vs Why? To whom? Where? How? Main site Offsite Email Twitter Apps Blog

We need to produce more content / „be social‟ [knee jerk] We need to communicate smarter! vs Why? To whom? Where? How? Main site I just signed up for Wordpress! [maybe] Offsite Email Twitter Apps Blog

If you do decide a blog is the right option, here are some good ways to get it right. @weareneo #ccdigital

What does a good blog look like? (with thanks to members of E-Campaigners Forum) @weareneo #ccdigital

Worth remembering: @weareneo #ccdigital

Worth remembering: Just as beauty is in the eye of the beholder… @weareneo #ccdigital

Worth remembering: Usefulness is in the eye of the user @weareneo #ccdigital

Worth remembering: And no-one says “I want to find a really good charity blog” (except in charity communications seminars) @weareneo #ccdigital

@weareneo #ccdigital

@weareneo #ccdigital

@weareneo #ccdigital

Anyone else want to tell us about a blog they admire, and why? @weareneo #ccdigital

Content strategy – the „quad‟ model @weareneo #ccdigital

Substance • Who‟s the audience? Definition is invaluable. • What kind of content do we need? • What topics are both interesting to this defined audience and relevant to organisational objectives? • Find out what users want using surveys (Google Forms, Survey Monkey), focus groups and web analytics. • Keep focused on what‟s important for the organisation, refer to high-level objectives (e.g. marketing, policy, PR) wherever possible @weareneo #ccdigital

Structure • How should this content be organised and presented? • What‟s the navigation and user experience? • Do we feature our authors? How? • How does this relate to the rest of our content, and our other digital channels and activities? @weareneo #ccdigital

Workflow • Who‟s going to make all this happen? • What are the skills, tools and processes required? • How much time and resource is needed? Realistically? • How does this impact on other activities and workflows? @weareneo #ccdigital

Governance • What oversight of the project is required? • How are key decisions about the objectives and content priorities made? • How is change managed and communicated? @weareneo #ccdigital

Tips & Tricks • Editorial meetings (weekly / fortnightly) • One-page briefs • An editorial calendar everyone can see and contribute to (e.g. Google Spreadsheet) • Feedback on success (ad hoc and structured) @weareneo #ccdigital

In summary • Make the case for a blog strategic • Define your audience well • Centre the content in the overlap between audience and organisational needs • Secure the buy-in and support it really needs • Understand how it‟s being used and go with the flow. @weareneo #ccdigital

Thanks Charlie Peverett Head of Digital, Neo @weareneo #ccdigital

Image credits Images reproduced under Creative Commons licence: Colourful stacked buckets image by Flickr user tanakawho licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/28481088@N00/670258156/ Buckets on sale in street image by Flickr user nSeika licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/nseika/6376364681/ Tennis court image by Flickr user EEPaul licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/eepaul/6860515636/ Cat in a bucket image by Flickr user nromagna licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/nromagna/5643588854/ Pissed off cat image by Flickr user Mikko Lumtiala licensed under Attribution 2.0 Generic (CC BY 2.0) http://www.flickr.com/photos/mikko_luntiala/5068157476/ @weareneo #ccdigital

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