��What Makes Good Online Content?

Sydney Skybetter, Partner, Design Brooklyn

Rebecca Krause-Hardie, Manager, EDA Learning Community

Suzanne Callahan, Project Manager, Engaging Dance Audiences

Rachel Bell, Communications Specialist, Dance/USA

Engaging Dance Audiences is generously supported by

the Doris Duke Charitable Foundation and the James Irvine Foundation.

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Introductions

Sydney Skybetter

Rebecca Krause-Hardie

Today’s Plan

Intros

What do You want?

The Five Canonical Rules of Online Content

Seven Simple Blog Strategies

Q& A (but don’t wait til the end!!!)

Online Resource Guide at

EDA.danceusa.com

What Do YOU Want?

What kind of online content have you created

in the past?

How do you feel about its relative success,

failure, or ROI?

What questions do you have about online

content that you want addressed?

The Five Canonical Rules of Online

Content

1. Tell a Story

What’s the point?

Make an emotional connection!

Fear of emotions!

Have the right Protagonist!

Who is the hero of your story? Hint: not you!

More is not Better!

One message per story

Draw people In

Use humor or suspense

How do you want people to feel?

Use humor or suspense

Supplies - talking points

“Give your ideas ‘handles’-

If others can take your

ideas and run with them,

they’re apt to comment on

their gratitude, and/or their

new variation on what you

did. Encouraging that is a

great way to build more

conversations.”

Chris Brogan

Include Call to action?

WWF campaign

2. Collaborate!

Jordan Matter + Ballet Hispanico = Awesome!

Jordan Matter + Ballet Hispanico = Awesome!

Ballet Hispanico on facebook

Jordan Matter on facebook

3. Have a roll-out plan

Schedule

All stakeholders coordinated and engaged

Online and offline coordination

Central management – one point person

Larry Keigwin’s “Dark Habits”

On Facebook

On Twitter

4. Be Personal

Psychic numbing

5. Short!

Really!

Seven Simple Blog Strategies

Short! 250-500 words max!

Personal Voice

Avoid long paragraphs (people don’t read!)

Use titles to convey key points (think key

words)

Don’t bury your best stuff – put it up front!

Invite questions and further discussion

Link to content that you reference

Qualities of successful messages

They are unique

They have utility to the recipient

Fair exchange (between sender and

recipient)

Trust – (trust that you will be thoughtful in

what you send us)

They are entertaining or inspired

Just for Review:

The Five Canonical Rules of Online Content

Tell a Story

Collaborate

Have a rollout plan

Be personal

Short!

A great video!

Questions?

Thank you!

Thank you for your kind attention!

There are just two more items…

Join us for the next webinar

TBA

Date: March 9, 2011 (Tentative)

1-2:30 pm EST

Continue this Conversation

For additional dialogue about this topic,

visit the EDA Learning Community at

http://eda.danceusa.org.

We’ll keep talking on the discussion boards

(Communicate tab, Discussions).