https://devsummit.aspirationtech.org/index.php?title=Coordinating_Your_Online_Channels&feed=atom&action=historyCoordinating Your Online Channels - Revision history2024-03-28T11:27:25ZRevision history for this page on the wikiMediaWiki 1.35.1https://devsummit.aspirationtech.org/index.php?title=Coordinating_Your_Online_Channels&diff=439&oldid=prevVivian: 1 revision imported2015-05-05T18:13:25Z<p>1 revision imported</p>
<p><b>New page</b></p><div>Aspiration Communications Matrix<br />
<br />
introductions + problems:<br />
<br />
consultant to non-profits:<br />
-most non-profits don't have an online communications plan<br />
<br />
communications person for a non-profit:<br />
-had a matrix, it was very helpful<br />
-there is value when you come in cold into an advocacy campaign<br />
-show how they are doing social media<br />
<br />
cpenn: part of original aspiration cohort<br />
-aspiration works with non-profits to help them build online communications<br />
-focus on building a communications matrix<br />
-consultant needs their own communications matrix<br />
<br />
issue: there's a matrix in place<br />
-there's a primary message sender that doesn't actually check the matrix<br />
-it's just a documentation file that's useful when change of head<br />
-but is it used daily? any tools to help this out?<br />
<br />
aspiration publishing matrix<br />
-simple spreadsheet<br />
-a lot of nonprofits dont think critically about what kind of content<br />
they're putting on social media <br />
-content types ROWS<br />
-channels COLUMNS<br />
-barebones skeleton for your communications plan<br />
<br />
content types:<br />
-anything your organization creates <br />
-examples: enewsletters, event announcements, action alerts, fundraising appeals<br />
-blog posts, tweets, new staff announcements<br />
-all the different things you are publishing<br />
-this list can get exhaustive<br />
-amazing: you are creating a LOT of things<br />
-almost like writing out your job description<br />
<br />
channels:<br />
-places you are putting information<br />
-example: website, blog, facebook, email, twitter<br />
-offline channels: texting, phone, mail, paper newsletter<br />
-amazing how many channels people have but don't remember<br />
-this leads to constant missed opportunities<br />
-anecdote: we had all these youth videos that we never put on youtube or facebook!<br />
-this was a missing content type: VIDEOS!<br />
<br />
completed publishing matrix:<br />
-fill in with Xs<br />
-don't need to know software to fill it out, just know how to type<br />
-X denotes action taking place<br />
-creating workflow: whenever i have an enewsletters:<br />
-i send to me email list<br />
-also twitter +facebook<br />
-if i'm not in tomorrow, someone else will do it for me because we haven't done that yet<br />
<br />
-print it out and post it on the wall<br />
-by writing it down, there's accountability<br />
<br />
fundraising appeal:<br />
-people worry about donor fatigue<br />
-there's no process at a lot of organizations governing <br />
"When do we ask for money, when do we not?"<br />
-a process lessens fear for fundraising appeals<br />
-aspiration tries not to fundraise on blog, twitter, facebook (different for every organization)<br />
-aspiration does fundraise on email though<br />
<br />
helpful for the person doing it- one online communications person<br />
-what about more people? add staff names to boxes<br />
-if you want more accountability: just split the boxes (NEED TO DO) (DONE)<br />
-hack the format to be however you want<br />
-matrix is a PERMANENT DOCUMENT not a working document<br />
-documenting the workflow<br />
-instead of X in the column, actually describe the workflow:<br />
"post a bitly link of the newsletter" in twitter column<br />
<br />
non-profits like to make things complicated!<br />
-but this matrix is very simple<br />
<br />
question to group: would this be useful?<br />
-yes, we have written things out but not in a chart format?<br />
-sample flow: fundraising calls, annual report, at least one post on facebook<br />
-sample flow: workshops open to facebook = on facebook + blog<br />
<br />
having the info is great, thinking it through is great, but<br />
-things come up! <br />
-could be policy that fundraising appeal doesn't go out on facebook<br />
-but somebody does it anyway<br />
-questions of enforcement!!<br />
<br />
Question: are there automation tools for loading message content and sending message out over channel on an arbitrary date??<br />
<br />
HootSuite: collaborative automation tool<br />
-but somebody needs to be a gatekeeper<br />
-gatekeeper previews someone's stuff: maybe a week in advance, allowing time to review<br />
-scheduled publish, moderation, has analytics<br />
-but it costs money<br />
-free dashboard <br />
-has twitter, linkedin, facebook tabs<br />
<br />
Twuffer: free tool - twitter buffer - schedule tweets<br />
Tweetdeck : twitter tool<br />
<br />
Personal tweaks for the workflow matrix:<br />
-great for hiring someone, what tasks have people been doing<br />
-it's a spreadsheet not a web app so you can easily modify it<br />
<br />
-anecdote: modified twitter, got buy-in from policy team to tweet breaking news while in hearings<br />
-not my responsibility to tweet as communications person, but my responsibility to remind them<br />
-tweets can happen organically, not scheduled<br />
<br />
-anecdote: policy briefs, which audiences to pass it out to<br />
-anecdote: ethnic media<br />
<br />
knowing where your capacity is at:<br />
-if you don't have time to sign into twitter and be there for the conversation<br />
-you probably don't have time to tweet<br />
-that's where the value is, if you have time to update it<br />
-twitter's not a megaphone, it's a conversation<br />
<br />
sample matrix for aspiration<br />
-specific workflows for stuff that needs to get done for trainings+engagement<br />
-channels up top: discussion list, eventbrite (for trainings), flickr, pdf flyer for partners<br />
-channels cont: aspiration website, facebook, twitter<br />
-specific to our project, all of the channels <br />
-content types: training announcement -training reminder -blog post <br />
-content types: post-event recap needs to be on the website<br />
-content types: pictures need to go to flickr<br />
-spanish content: remind myself with asterisks<br />
->external communications vs internal communications<br />
<br />
organizational matrix<br />
-same matrix but with peoples' names, so if anybody has questions we know who to ask<br />
personal matrix:<br />
-has X's<br />
<br />
how to use it:<br />
1. start with a framework that helps get you started<br />
2. modify it to make it your own<br />
3. don't have to look at it everyday, more helpful in the beginning<br />
<br />
so many people we know have made publishing matrixes<br />
-but not everybody uses it on a daily basis<br />
-could get user feedback on how to make it better<br />
-a lot of nonprofits arent thinking about their online communications<br />
-helpful to validate a job role: justify funding for the tech/social media person<br />
"how hard is it to update facebook? just do it. throw it up real quick!"<br />
"actually there's a workflow with a headcount associated."<br />
-especially for volunteer + intern<br />
-a lot of complexity that is taken for granted<br />
<br />
how to get started?<br />
1. as the person doing the social media : write down all the content types<br />
2. then write all of your channels<br />
3. then put in the Xs - ones you don't know about, use question marks<br />
4. bring draft to the staff and ask "What are we missing? What should change?"<br />
5. open draft up for discussion instead of trying to draft in a group<br />
<br />
anecdote: events coordinator since 13<br />
-but never operationalized what i do<br />
-helps for organizational transition - how to put on a successful event?<br />
-once you know how to do something, u realize how valuable an asset that is to pass on<br />
-instead of just getting new hire with undocumented expectations<br />
-make sure someone other than you has a twitter password!!!<br />
<br />
critique? is it a good thing?<br />
it seems like a good place to start, <br />
but is lacking frequency and how effective the channels are<br />
it's just the map<br />
great for job validation!<br />
entry point, do it for three months then let's talk<br />
takes 3-4 months to make ripple in the water <br />
<br />
tool: social report <br />
-plugin facebook + twitter<br />
-maps how busy it is<br />
-how many are listening how many RTs<br />
-show you how much time you're wasting<br />
<br />
four processes at aspiration:<br />
1. audience assessment<br />
2. publishing matrix<br />
3. message calendaring<br />
4. social media dashboarding/listening<br />
-where are you being mentioned online?<br />
<br />
topsy: news clipping service for twitter<br />
-look at hashtags or twitter names over past 30 days<br />
-twitter stopped <br />
<br />
other tools: mapping occupy oakland, traaker<br />
<br />
questions for publishing matrix? hwo to make one?<br />
1. Who is the audience of this channel ? (Strangers? Fans? Founders? Members?)<br />
2. Do we want to engage that audience for this content type? (is it spam? is it valuable?)<br />
3. If yes, how do we want to engage them? Picture? Blog post? Full content piece</div>Vivian