1. Multi-platforming Recycle, Reuse, Reformat… Just Don’t Reinvent
Reba Hull Campbell
Deputy Executive Director
Municipal Association of SC

2. Sound familiar? Website full of great content
Staff engaged in sharing information and news important to your constituents
Publications tell great stories
Lots of interaction on social media platform
Good management of data and constituents
Organization well covered by reporters

3. 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, and social media.

4. Why? Reading and learning habits are changing
People want information in short bursts with the option of digging deeper
Days of word magazine articles or s that scroll multiple screens are over
People get information from a variety of sources and take minimal time to absorb it.

5. Forgotten? Unloved? Unneeded? Relegated to online Siberia?
So what happens to all your great content after it’s initially pushed out ?
Forgotten? Unloved? Unneeded? Relegated to online Siberia?

6. 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

7. Any tool your organization uses to communicate with key audiences
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 / / press releases / exhibits / WOM / blog / staff communication

8. Steps for Successful Multi-platforming
1 – Create an organization-wide strategy.
Long-range goals and short-range targets of opportunity
Not about creating more or new content
About leveraging the most and best use out of what you’ve created then adding to that, if needed

9. Steps for Successful Multi-platforming
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

10. Link to the full spreadsheet

11. Steps for Successful Multi-platforming
3 - Brainstorm with people all over your organization, not just the communications staff.
What are you overlooking?
Entry and exit points

12. Steps for Successful Multi-platforming
4 -Identify the content you are pushing out over these platforms.
Publish once and reference that content again and again in different ways
Force people to find your deep content
Remind people content is there
Don’t re-use the same way

13. Steps for Successful Multi-platforming
5 - Integrate the idea of multi-platforming into all outreach efforts.
Editorial calendar/strategy
Long-range goals and short-range targets of opportunity
Tracking/evaluation
Not just a communications function (seat at the management table)

14. Link to the full spreadsheet

15. Case Studies
Short range target of opportunity – utility workers in a snow storm
Long-range goal – roll-out of a standardized business license application

16. 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

17. Link to blog post Promoting SCAMPS
Uptown article about role of utility directors
Identify content
Plant the seed
Set up the story
Feed the information
No new content – just recycled into something new
minute time investment
At least 5 news mentions
At least a dozen retweets and favorites
Uptown article about lineman training

18. Link to blog post
Uptown article about mutual aid
Promoting SCAMPS

20. 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

21. Link to the full spreadsheet

22. Internal education Uptown article Listserve emails BLOA meetings
Uptown Update blurb
Endorsements and encouragement from BLOA members, board members, MASC staff

24. Existing content Press release/magazine article
List of cities using the application
The application

27. Weekly member

28. Link to blog BLOA Related article in Cities Mean Business magazine
BL accreditation program
BLOA reference
In another context

31. Results from sample press release for cities accepting the application

32. Partner organizations

33. State Chamber of Commerce magazine

34. SC Economic Developers
Association blog

35. SC Restaurant and Lodging
Association magazine

36. Ten at the Top
and website article

37. Columbia Chamber of Commerce
blog

38. SC Association of CPAs
website and

39. Does it work?
Chamber blog – 133 clicks
NPR story – 139 clicks

40. Link to list of cities adopting the application – 608 clicks

41. Link to standardized application – 408 clicks

42. Link to blog stats

43. And just for kicks … Multi-platforming to meet your favorite country music star
Platforms
Relationships
Archival photos
Blog
Social media

46. Questions? Reba Hull Campbell Deputy Executive Director
Municipal Association of SC
@muniassnsc
Blog:
Links to all resources in the presentation