1. Welcome Dial in: Conference Line #: 1-877-885-3221 Passcode: 5775274 To mute and unmute your line, press * 6. Feel free to use the chat function to share thoughts or questions.

2. Agenda 1.Welcome and Roll Call 2.Check In 3.Measurable Results 4.SMART Objectives & Audience Definition and Your Content Strategy 5.Content Idea Dashboard 6.Next Steps

3. Check In What did you try coming out of last month’s webinar on content strategy? What worked? What didn't? Please type your responses into the chat.

4. Link Social To Results Big Goals Results Key Performance Indicators Associated Metrics

5. MomsRising Results Key Performance Indicators

6. PA Example GOAL: Preserve/increase health care coverage for PA kids. RESULTS: Build relationships with key policymakers by December 2012. KEY PERFORMANCE INDICATORS: Increase # of Twitter followers who are policymakers and/or staff.

7. SMART Objectives & Your Content Strategy SMART ObjectiveTarget AudienceContent Strategy

8. Content Integration CrawlWalkRunFly Posts content that may be relevant to audience, but consistently Uses editorial calendar to align content strategy with objectives and audiences and publish across channels on a regular schedule Formal content process for curating, tracking content ideas, original creation, repurposing, and consistently publishes. Balances spontaneous with strategic Uses online collaborative mechanisms to share the content process across its networks and with partner organizations or influencers

9. Social Content Optimization CrawlWalkRunFly Does not use measurement or research to identify and refine optimization techniques Adopts best practices for social content optimizations for frequency, time/day, type of content, length, and other variables Uses measurement process to evaluate the performance of content on a regular basis and make improvements. Uses platform features Uses measurement to evaluate the performance and this knowledge is built into the content decision- making process.

10. Work Flow for Making Content

11. The Ideal Work Flow Brainstorm Organize CreatePublish Measure

12. Organization #1 Walker Organization that has been effective in repurposing content across channels and does it efficiently. What is their SMART objective? Who is their target audience? Content Strategy o What is their work flow? o How time does it take? Who is involved? o How do they track and develop ideas for content? o What is their best tip for making the content creation process efficient? How do they use repurposing? o What is their point of pain? o How are they measuring whether content resonates?

13.  List of most popular “Evergreen” content based on web analytics  List of ideas that didn’t make onto the editorial calendar  List of topics  List of best sources that provide content around topics (blogs, Twitter lists, FB pages)  Quick outlines of ideas w/ useful curated link  Use regularly  Be selective Idea Dashboard

14.  Does anyone currently use an idea dashboard as part of your work flow?  It sounds like more work, but will make you more efficient because you will have a pool of ideas/content to repurpose.

15. Tools

16. Next Steps What action step will you commit to trying between now and the next call? Type your responses into chat and we’ll ask you to unmute (*6) to share.

17. Thanks! The next webinar is scheduled for: Thursday, October 25, 2012 2-3pm ET/11am-12pm PT Please contact your Spitfire coach if you have any questions about today’s presentation.