Raise Engagement and Your Organization’s Profile through ...€¦ · @LeanoraMinai #RaganFacebook...
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Raise Engagement and Your Organization’s Profile through Powerful Storytelling Presented by Leanora Minai Editor & Executive Director of Communications Communication Services at Duke University July 30, 2019 @LeanoraMinai #RaganFacebook
Transcript of Raise Engagement and Your Organization’s Profile through ...€¦ · @LeanoraMinai #RaganFacebook...
Raise Engagement and Your Organization’s Profile through
Powerful Storytelling
Presented by Leanora MinaiEditor & Executive Director of Communications
Communication Services at Duke University
July 30, 2019
@LeanoraMinai
#RaganFacebook
What we’ll talk about today …
• Internal communications infrastructure at Duke
• Journalistic approach
• Examples of stories aligned with Duke priorities
• Multi-platform campaign examples
• Why surveys matter
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A brief history of internal communications at Duke
Once upon a time …
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“…many members of the Duke community now feel overloadedwith e-mail messages, newsletters, and other information while, at the same time, feeling uninformedabout developments that affect their lives.”
Telephone operators 1914-17, Library of Congress.
#1 Guiding Principle: Make Internal
Communications a Central Priority
Established a Dedicated Office and Coordinated Approach
Lead communications for central administration:
• Duke Human Resources
• Facilities
• Campus Police
• Transit & Parking
• Sustainability
• Emergency communications …
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Internal Communications at Duke: Multi-Channel Approach
PrintCelebrating 13 years
Online Newsworking.duke.edu on
Duke Today
Social MediaFacebook, Twitter
E-Newsletter“Working@Duke
This Week”
New York Times newsroom, 1942. Library of Congress.
Powered by Journalism
Photo courtesy of Library of Congress, 1918.
Reporting
• Research
• User-generated content
• Gather data about your topic
🔎 from your organization?
🔎national surveys?
🔎government statistics?
“Photograph shows newspaper publisher William Randolph Hearst (1863-1951) on a boat in front of reporters with cameras.” Library of Congress.
Interviewing
• People.
• Ask open-ended, probingquestions – why? how?
• Gather color, details
• Shadow people
* Take pictures, ask for pictures, and capture audio/video.
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• Why does the topic/message matter?
• Why are you sharing the news now?
• What are the themes?
• What’s the point?
• What does the story say about your organization?
Framing/focusing your content
Harris & Ewing, photographer, 1925. Library of Congress.
Your organization has priorities and goals.
Tip: Tell powerful stories to help achieve them.
Working@Duke Print Publication
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Institution Priority: The value of working
at Duke
Tip: Use data.
Tip: Send us your news! Solicit story participants.
Institution Priority: Healthy Duke
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Redacted sample of a non-Duke affiliated open enrollment communication.
Tip: Go deep.
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Excerpts from Bonnie’s diary.
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Response to Bonnie’s story
“I especially thought the article on
Bonnie McManus was powerful …
It made for a compelling read and
communicated well the value of the
Duke health benefits. It also placed a
strong reminder that I needed to think
about my current insurance choices.”
- Duke employee
Open enrollment communications for this year?
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Institution Priority: Diversity and Inclusion
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Online News Siteworking.duke.edu
on Duke Today
Tip: Think like a “tailor.” Inspire and engage with useful, relevant content.
Inspire:Emma lost 60 pounds!
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Tip: Mine evergreen content for golden nuggets to re-purpose.
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Special delivery …
Library of Congress.
“Working@Duke This Week”E-newsletter
Special delivery to 50K
• Events
• Emergencies
• Cross-promotion
• Snapshots of campus
• Behind the scenes
Social Media
Our strategy for Facebook
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6,500+ likes
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Integrated campaigns:Two multi-platform
examples
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Example 1:#DukeTimeOff
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500+ submissions
Ernest Hemingway, 1957. Photo courtesy of The Met.
Shoes, 1888. Vincent van Gogh. Photo courtesy of The Met.
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Example 2
For sale: baby shoes, never worn
Nearly 550 submissions –with little promotion!
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Why these campaigns worked?
We asked, they answered
Re-purposed compelling content
Not stale - something different on each platform
Incentive for participating
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Tip: Let your audience tell you how you’re doing.
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“I read Working@Duke”
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% 82
%
76
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77
%
68
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% 86
% 87
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2008 2009 2010 2011 2012 2013 2014 2015 2016 2 0 1 7 2018
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“I feel like the publication helps demonstrate Duke's high level of commitment to its employees in terms of providing a good and productive work environment.”
- Duke employee
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Some results of engagement …
