This presentation was delivered to the University of Michigan Writers Subgroup of the Communicators Forum. Presenters from the College of Literature, Science, and the Arts Included Matthew J. Adams (Social Media Manager), Lara Zeilin (Editorial Director), and Rebecca Murray (Communications Specialist). Topics include: Survey results about U-M communications issues | Writing strategically for capital campaigns | Introduction to writing for the web | Managing the many outlets of story sharing

2. What’s Happening Today
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•
•
•
•
•
•
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%)
Job Focus
Communications
Marketing
Public Relations
Stewardship
Web
Other

5. Survey Results
Roles
Managing
Spec./Coord.
Writer
Other

6. Survey Results
But we all write.
It's the main
function of my
position
It's part of my
job, but not the
sole focus
I do some writing
from time to time
when it's required
of me

7. Survey Results
We know our stuff.
…how writing relates to our
overall goals.
...our audience.
Yes
Strongly
agree
No
Agree
Sort of, maybe

8. Survey Results
We’re handling the web.
Yes
No
Sometimes

9. Survey Results
We’re handling the web.
…no matter whence the content cometh.
Given to me
Brand/goals-driven
Other external content
Pitched --> group-vetted
Experience/"sense"
Analytics/user survey

10. Survey Results
We also manage newsletters and magazines.
Yes
No
Other (contributing, annual
brochure, considering)

11. Survey Results
…often enough…
Newsletter Frequency
Print frequency
Weekly (52/yr)
Bi-Weekly (26/yr)
Monthly (12/yr)
Bi-Monthly (6/yr)
Quarterly (4/yr)
Thrice (3/yr)
Semi-Annually (2/yr)
Annually (1/yr)
Quarterly (4/yr)
Semi-Annually (2/yr)
Annually (1/yr)

12. Survey Results
…to a large number of constituents…
<1K
1K to <5K
5K to <10K
10K to <25K
25K to <50K
50K+

13. Survey Results
We manage or mess with social media.
Yes
A little bit
No

14. Survey Results
While we don’t feel under resourced…
Strongly agree
Agree
Disagree
Strongly disagree

15. Survey Results
…only half of us are confident sharing about giving.
Strongly agree
Agree
Disagree
Strongly disagree
Other

16. Survey Results
…about half know how to maximize Michigan News.
Strongly agree
Agree
Disagree
Strongly disagree
Other

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 & Best
2.) Lead with the dynamite
• Impact!
• Backstory
• Editorial guidelines
3.) Connect to broader news stories if possible

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
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•
•
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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,
Thank you!
See you in 2014!
Laura Lessnau
Michigan News
Victors of knowledge