content strategy fuer ngos_radl_lang
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ContentStrategyfrNGOs
Webinhalteerststrategischplanen,dannpublizieren
re:campaign2013Berlin,6.5.2013BrigitteAliceRadl
[email protected]@brigitte_alice
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SOCIAL MEDIA & NGOsBILDQUELLE:http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs
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KOMPLEXITT
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BERFORDERUNGBILDQUELLE:http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivitatsblogs/
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WAS?CONTENT?
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CONTENTSTRATEGY
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"Contentstrategyplansforthecreation,publication,
andgovernanceofuseful,usablecontent.KristinaHalvorson,ContentStrategyfortheWeb,2009
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ContentStrategyin6Schritten
BILDQUELLE:http://www.beinsteinerkleiderboerse.de/Ferien/2004/
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#1berprfeDeineInhalte
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ContentInventory
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berblickberbereitsvorhandeneInhalte IdentiikationvongutenundmangelhaftenInhaltenundProzessen ArgumentationsgrundlagegegenberStakeholdernderOrganisation BasisfrdieVerbesserungderWebprsenzundfrdieContentStrategy
Quantitatives&qualitatives
ContentAudit
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#2KenneDeineNutzer
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The purpose of user research is to movebeyondassumptions,guesses,andstereotypesto discover what your human readers,
viewers,andlistenersreallywantandneed.ErinKissane,TheElementsofContentStrategy,2011
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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
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Mentalhealthhasastigmalikemanyothertopics.People dont talk about it. That was the central
problemthattheytriedtosolveinthecampaign.ChrisAtherton,ConfabLondon2013
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Nonproit is not sexy. But they have people whoreally really care about adolescents with mental-
healthproblems.ChrisAtherton,ConfabLondon2013
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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
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http://www.time-to-change.org.uk/youngpeople
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#3berzeugeDeineStakeholder
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1.IdentiiziereDeineStakeholder.
2.InvolviereDeineStakeholder.
3.InteressiereDichfrDeineStakeholder.4.IndividualisiereDeineBotschaften.
5.IntegriereDeineStakeholderdauerhaft.
BILDQUELLE:http://www.justinsjourney.net/wp-content/uploads/2012/05/0718hippies.jpg
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#4DeiniereDeineBotschaften
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IfyoudontknowWHATyouneedtocommunicate,
howwillyouknowHOW,orifyousucceed?MargotBloomstein,http://de.slideshare.net/mbloomstein
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Cuttotheessentialmessageandputitirst.GinnyRedish,Confab2013
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GiveandGetHopeHere
http://www.redcross.org
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We wanted to tell the story of the Red Crossthrough people we serve, while at the same timedemonstrating the breadth of ourmission. (...) thegoalforthisstorytellingcampaignwastobringoureveryday mission to life in a personally relevantway.PeggyDyer,ChiefMarketingOficeroftheAmericanRedCrosshttp://www.redcross.org/news/press-release/American-Red-Cross-Launches-New-Ad-Campaign
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http://www.youtube.com/watch?v=3yufZP-LZrk
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#5ManageDeineinternenProzesse
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BILDQUELLE:http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.htmlEFFIZIENZ
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NicolaOConnor:CanContentStrategyHelpSaveLifes?http://de.slideshare.net/NicolaConnor
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Tell everyone who will listen that content is acontinuousandnotalinearprocess.NicolaOConnor,ContentStrategistatCancerResearchUKhttp://vimeo.com/56601761
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BILDQUELLE:http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorish/
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http://www.cancerresearchuk.org/home/
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#6WhleDeinePlattformen
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Themechanismsthatcontentownerswillselecttodelivertheircontentwilldependnotonlyontheir
target audiences preferences, but also on time,budget, internal resources, and available tools ortechnologies.Kristina.Halvorson,ContentStrategyfortheWeb,2009
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Companieswhotrulycommittosocialmediawhorecognize that these delivery channels demandeditorial oversight and regular production of
brandedcontentaregoingtowinthegame.Kristina.Halvorson,ContentStrategyfortheWeb,2009
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VielenDank!
re:campaign2013Berlin,[email protected]
@brigitte_alice
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GoogleGroupContentStrategyhttps://groups.google.com/forum/?fromgroups#!forum/contentstrategy GoogleGroupContentStrategyEurope
https://groups.google.com/forum/?fromgroups#%21forum/content-strategy-europe GoogleCommunityContentStrategie(deutschsprachig)
https://plus.google.com/communities/109794279885354791919 Twitter-Hashtag#contentstrategyKonferenzen,Meetups&Camps:
CONFABhttp://confabevents.com
CSForumhttp://csforum2013.com
#cosca13am7.&8.JuniinDieburghttp://www.cscamp.de/
RegionaleMeetups(GoogleContentStrategy+deineStadt)ListeContent-Strategy-Konferenzen2013vonShellyBowen:
http://www.pybop.com/2013/01/2013-content-strategy-conferences/
FindeneueFreunde!
BILDQUELLE:http://theputridiaries.blogspot.co.at/2011/05/badminton-for-penguins.html
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Annett-Baker,Relly.APracticalGuidetoCreatingWebContent.
Bailie,RahelAnne;Urbina,Noz.ContentStrategy:ConnectingtheDotsBetweenBusiness,Brand,andBeneits.
Bloomstein,Margot.ContentStrategyatWork:Real-worldStoriestoStrengthenEveryInteractiveProject.
Halvorson,Kristina;Rach,Melissa.ContentStrategyfortheWeb. Handley,Ann;Chapman,C.C.ContentRules. Jones,Colleen.CloutTheArt&ScienceofInluentialWebContent. Kissane,Erin.TheElementsofContentStrategy. McGovern,Gerry.KillerWebContent:MaketheSale,DelivertheService,
BuildtheBrand. McGrane,Karen.ContentStrategyforMobile. Redish,Janice(Ginny).LettingGooftheWords. Rockley,Ann;Cooper,Charles.ManagingEnterpriseContent:AUniied
ContentStrategy. Shefield,Richard.TheWebContentStrategistsBible. Wachter-Boettcher,Sara.ContentEverywhere:StrategyandStructurefor
Future-ReadyContent.
LiteraturzuContentStrategy
BILDQUELLE:https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg
C S
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BILDQUELLE:http://pics.urduwire.com/fun-entertainment/dog-operate-computer/
ContentStrategyOnlinemagazine&Blogs
AListaparthttp://alistapart.com
UXMagazinehttp://uxmag.com/search/results/taxonomy:399
Contentshttp://contentsmagazine.com
Boxesandarrowshttp://boxesandarrows.com/
JohnnyHollandhttp://johnnyholland.org/series/content-strategy/
UXmattershttp://uxmatters.com/topics/content-strategy/
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TheEpicListofContentStrategyResourcesvonJonathonColman:
http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/