multiplatforming recycle, reuse, reformat… just don’t reinvent mary brantner communications...
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MultiplatformingRecycle, Reuse, Reformat…
Just Don’t Reinvent
Mary BrantnerCommunications 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
RecycleReuse
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 contentAbout 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 opportunitySet 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
• 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
“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”
Pay attention to the details
“South Carolina made history this year by passing education reform. We will no longer educate children...”
Twitter Post
Forgotten?Unloved?
Unneeded?Relegated to online Siberia?
So what happens to all your great content after it’s initially pushed out ?
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
• 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
Promoting SCAMPS
Uptown article about role of utility directors
Uptown article about lineman training
Link to blog post
Link to blog post
Promoting SCAMPS
Uptown article about mutual aid
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
• Uptown article• Listserve emails• BLOA meetings• Uptown Update blurb
Weekly member email
BLOARelated article in Cities Mean Business magazine
BL accreditation program
BLOA reference In another context
Link to blog
Partner organizations
State Chamber of Commerce magazine
SC Restaurant and LodgingAssociation magazine
Columbia Chamber of Commerceblog
SC Association of CPAs website and email
Chamber blog – 133 clicks NPR story – 139 clicks
Does it work?
Questions?Mary Brantner
Communications ManagerMunicipal Association of SC
[email protected]: @muniassnsc
Blog: www.muniassnsc.blogspot.com