Intros
Business
Goals
User Goals
Fresh Good, Stale Bad
Agenda
Case study: Corporate eNews
Hands-on: Brainstorming
Case study: Playpark franchise eNews
Hands on: Draft an Editorial Calendar
Best practices
Content Media
Web
Blogs
Print
Video
Podcasts
E-Mail
B2C Homepage
Intranet Start Page
Blog
Event-based Messages
Trigger event
- Next communication
- Next desired action
Event-based messages
New hire
Orientation
Training
Review
Corporate Intranet Timeline
New customer
Registration
Coupon
B2C eMail Timeline
Big offer
Brainstorming
Channels
Outlets
Calendar Events
Seasonal
Planned
Cultural
Corporate
Trigger Events
An Editorial Calendar
Informs your communication plan.
Informs your release calendar.
Containers
Containers
Containers
Containers
Growth of an eNewsletter channel
Editorial Calendar
5 Ws and the H
Brainstorming
Case Study
Editorial Calendar
Worksheet
Worksheet Recap
Analyze: 5 Ws and the H
Calendar work:
Plot seasonal events
Forecast planned events
Add up the work required
Measure against expected benefit
Best
Practices
Match Medium to Message
Push
eNews/
eMail
Workflow
Pages
Pull
Podcasts Optional
Pages
Video
Unappealing, Mandatory
Blogs
Appealing, Optional
Filling Containers
Careful about creating them
Automate – e.g., RSS, CMS
Shop for examples
Maximize contributors’
startup energy
Use Buddy Channels
Video
Display
Podcasts
Audio
Phone
Podcasts
eNews
Blogs
Web
Stakeholders
Share your planning results
One vision: Set expectations together
Make them assign contributors
Keep them informed
Publicize your results
Contributors
Identify them all
Involve them in planning
Get as much as you can up front
Require evergreens
Make submissions easy
Note submissions on calendar
Make them heroes
Watch Metrics and Tweak Schedules
Web Pages
eNews/eMail
Page views over time
Open rates
Searches
Unsubscribes
Conversions
Clickthroughs
Blogs
Page views to index
Contributions
Takeaways
Every container is a mouth to feed
Engage planning process to:
Evaluate viability
Match message to solution
Gain consensus and set expectations
Use your calendar to:
Keep stakeholders and contributors informed
Automate tasks
Serve as your record
Resources: Calendar Tools
Microsoft Word, Project, Excel, Outlook
Google Calendar (http://calendar.google.com)
37Signals Basecamp
Build your own
MediaRich worksheets
http://mediarich.net/cw2007
Rule: Easiest and simplest wins
Resources: Inspiration
Earth Calendar
http://www.earthcalendar.net
Marketing Sherpa
http://marketingsherpa.com
Contentious
http://contentious.com
TEDtalks
http://www.ted.com/tedtalks/