2. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms(+ wrap up)

3. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms(+ wrap up)

4. Survey Results 97 Surveyed 56 Respondents (nearly 58%)

5. Survey Results Roles

6. Survey Results But we all write.

7. Survey Results We know our stuff.

8. Survey Results We’re handling the web.

9. Survey Results We’re handling the web.

10. Survey Results We also manage newsletters and magazines.

11. Survey Results …often enough…

12. Survey Results …to a large number of constituents…

13. Survey Results We manage or mess with social media.

14. Survey Results While we don’t feel under resourced…

15. Survey Results …only half of us are confident sharing about giving.

16. Survey Results …about half know how to maximize Michigan News.

17. Survey Results What do we want to get out of this…

18. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms (+ wrap up)

19. Dynamite Content 1.) Goals + Content = Strategy Campaign case statements Best practices: Law School, Leaders & BestLaw SchoolLeaders & Best 2.) Lead with the dynamite Impact! Backstory Editorial guidelines 3.) Connect to broader news stories if possiblebroader news stories

20. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms (+ wrap up)

21. A Few General Web Tips Remember that readers will jump around constantly—and write for that. More and more readers now search for the information they want vs. finding it through a site’s navigation—so use keywords in your text! Follow the 5/15 Rule: Within five seconds a user should understand the purpose of your web page. Within 15 seconds, a user should be comfortable navigating your page.

22. Imagine how the 5/15 rule could improve this site ….

23. Help Readers Understand the Purpose of Your Webpage Be clear: don’t force web users to think. Be succinct: write 50% (or less) of the text you would have used in a print publication. Make text brief and easy to scan with chunks and subheads. Focus on benefits and not just features of a program, event, renovation, etc. Use testimonials.

24. Example of writing for ease of scanning:

25. Example of using chunks and testimonials:

26. Make Your Headlines Count Clear trumps clever. Pique curiosity. Include action, if you can. Remember to use keywords for SEO value. (More on SEO in a minute.)

27. LSA Today headline examples from May & June:

28. Compare those with Buzzfeed.com:

29. Or Aol.com:

30. Or even Harvard:

31. Writing for SEO (Search Engine Optimization) Determined by keywords, links, page title, meta tags. And yet.. “Modern SEO is all about crafting content so compelling that other people want to promote it by linking to it or sharing it, which increases your trust and authority and helps the pages you want to rank well for certain keywords.” —copyblogger.com

32. Avoid these Common Pitfalls Not getting to the point. Not writing with scanning in mind. Using acronyms and “insider” language. Not utilizing links and SEO. “Remember, even the best writing doesn’t matter if no one can find it.” —Mediabistro.com

33. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms (+ wrap up)

34. Group Exercise Campaign Case Study The Department of Slavic Languages and and Literatures received a $250,000 endowment gift The gift was given by an Michigan couple who want to provide students with the opportunity to study abroad, specifically in Poland. The gift will generate six scholarships each year with an amount totaling $7,000 per student, with the remainder in an expendable account. The department director will report on the gift annually at fiscal year-end. The department has names of students who have studied in Poland. The couple met while studying abroad 30 years ago. With Your Group: Brainstorm a lead, or at least what you think you’d write about in the first paragraph Brainstorm a title Brainstorm a teaser (no more than 30 words)

35. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms (+ wrap up)

36. What’s Happening Today Welcome, introductions Survey results! Story best practices (The Campaign) Writing for the web Group exercise Idea roll-up One story, many forms (+ wrap up)

37. One Story, Many Outlets Share the story with fundraisers and development colleagues Carve the story into market segments: long for print, short for web, even shorter for Facebook, and 140 characters for Twitter Share the content with Michigan News for breaking stories Share the content with your unit communications team for placement in alumni magazines, e-newsletters, etc. Share your content, and ask to borrow content in return

38. LSA – Victors of discovery, Victors of human thought and exploration, Victors of social understanding, Victors of invention, Victors of problems and solutions, Victors of knowledge Thank you! See you in 2014! Laura Lessnau Michigan News writing