Online Communications - Beyond the Basics
Four 90-minute webinars, Tuesdays, May 14 - June 4 at 1:00 pm EST.
You have a website, you email your supporter list, and you post on social media. How do you take your online communications to the next level?
As part of a larger strategy, good communications practices can strengthen your relationships and achieve better results. In this intermediate-level communications course offered by KNN partner, idealware, you'll learn how to evaluate your existing communications channels and efforts, gather data to optimize your content, increase your online subscriber and follower lists, and engage more deeply with your biggest supporters.
By the end, you’ll know how to develop a successful integrated online communications practice for your organization, measure its success, and develop integrated campaigns to magnify your reach and activate stakeholders.
- Explore opportunities to strengthen your communications and expand your reach.
- Learn to evaluate and use mainstream and emerging communications platforms
- Learn to use data to inform your decisions.
- Find out about social media advertising and search engine advertising.
- Learn how to schedule and manage your communications efficiently across multiple channels.
- Understand how to build an integrated online communications campaign focused on awareness-building, advocacy goals, or raising more money.
- Determine the metrics you need to optimize your efforts and measure success.
May 14: Evaluating and Optimizing Your Current Communications
Your organization sends out emails, updates social media, and thinks about its communications efforts, but are they working? In this session, we’ll help you step back from your everyday activities and assess what’s working and where opportunities still exist. By the end of this session, you’ll know how to develop strong SMART communications goals, identify existing and emerging communications platforms for your audiences and their interests, gather data to understand audience interests, and consider how your website optimizes your communications. Ahead of this session, please develop at least one SMART (specific, measurable, attainable, realistic, time-bound) communications goal.
May 21: Building Your Audience
One of the biggest challenges for a communications professional is building an audience—either for a new organization or a new product or service. In this session, we’ll focus on different methods for building an audience, including (but not limited to) inbound content, brand ambassadors, earned media, social media advertising, email nurturing campaigns, and the role of social media.
May 28: Executing Your Integrated Communications Strategy
Now that we’ve considered your target audience(s), which channels resonate, audience interest, and approaches to audience-building, let’s get our communications out the door! In this session, we’ll focus creating an integrated strategy and executing it, including coordinating messaging and content, A/B testing, audience segmentation, creating an editorial calendar, and managing your social media communications. You’ll leave this session with the knowledge to develop a comprehensive, segmented editorial calendar that works for your organization.
June 4: Measuring Your Communications and Addressing Roadblocks
Ready to go beyond the everyday? Create a data-based communications practice through measurement and testing. In our final session, we’ll discuss how to measure the effectiveness of your integrated communications (and bring it back to SMART goals). We’ll look at what metrics matter and how to take a data-based approach—including how to build dashboards that show you what’s working and what isn’t. In the second part of the session, we’ll address common roadblocks faced by online communications practitioners, and paths to success around them.
About Your Trainer
Kathleen Pequeno, Expert Trainer
Kathleen has been working with justice movements since the 1980s, often working at the point of intersection between storytelling and technology. She has volunteered, worked and consulted with well over a hundred organizations across the United States on issues including racial and gender justice, family violence, queer liberation, education justice, immigration justice, the overuse of prisons and jails, and economic justice for farmworkers. She has built (and rebuilt) scores of websites, CRMs and email systems as well as supported organizations with media planning and communications strategy. You can read her advice on social justice communications and technology at www.kathleenpequeno.com.
Every session and demo will be recorded and available to individuals who have registered for the course. A weekly email will include access information for the recordings collected that week.
Please register with the email address where you would like to receive the access code and dial-in information for the online seminar. Also, be sure to add email@example.com to your contacts to ensure meeting details do not get caught in your spam folder.
All registered participants are granted access to the recordings of each session. Participants who cannot attend any of the sessions due to scheduling conflicts will still have access to the toolkit presentation decks and handouts.