Fraction of Selection Expectation of reward ÷ Effort required

Writing for Social Media PRSA International Conference San Francisco | Oct. 14, 2012

— Wilbur Schramm

1

Sharing top 3

2

Social media writing

Interesting/entertaining: 72% Helpful: 58% Funny: 58%

Relevant Interesting Easy

— Chadwick Martin Bailey

3

4

Relevant

5

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

6

1

Me here now

Make it relevant

80%: “me now” — Rutgers 40%: “pointless babble” — Pear 57% Gen Y-ers: ‘Social media is for narcissists.’ — San Diego State University

Be an informer. Think ser vice stories. Pass the 70/20/10 test. Make it all about me.

7

8

Be an informer Tipsheets Studies White papers Speeches Webinars

9

10

Tweet Like H&R Block Tax Deductions for Job Search Expenses http:// bit.ly/ONXcRp Ever wonder what an Olympic gold medal is really worth? Cool Infographic: http://ow.ly/1OnstO Garage Sale Money: Does the IRS Need to Know? http://bit.ly/MHEavE Summer Jobs and Taxes: 5 Things to Keep in Mind http://bit.ly/Q9zqCs Midyear tax checkup makes extra sense this year - http://bit.ly/MlZr wC

Think service stories Focus on news, how-tos. Use the language of how-to stories. Make numbers count. Share links.

11

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

12

2

Tweet Like Whole Foods Share news, how to’s 1. News: 78% 2. How-to information: 58% 3. Entertainment: 53% 4. Opinion: 50% 5. Products: 45% 6. Small talk: 12%

Need a good #vegan meal idea for #MeatlessMonday? WHOLE WHEAT COUSCOUS W/ NECTARINES & PISTACHIOS: http://bit.ly/ O8LLzJ  #WFMdish Combining some of the summer's best flavors inside a pie is brilliant! SAVORY CORN, TOMATO & FETA HAND PIES: http://bit.ly/PnAKgf  #WFMdish Take advantage of those gorgeous in-season tomatoes! HEIRLOOM TOMATO & BASIlL SALAD W/ BUTTERMILK DRESSING: http://bit.ly/ O3Hv4H  #WFMdish It's a bird! It's a plane! It's LUNCHTIME COMICS from @wholekidsfdn & @ScrapKins! Free eco-art projects 4 kids... http://bit.ly/RMc1oJ Rediscover the family table with these family dinners done easy! http://bit.ly/NFfaUw

— Dan Zarrella

13

Use how-to language on Twitter 1. You: 1364 times 2. Twitter: 1138 3. Please: 701 4. Ret weet: 598 5. Post: 397 6. Blog: 389 7. Social: 352 8. Free: 306 9. Media: 304 10. Help: 269

14

Use how-to language on Facebook Facebook Why Most World How Health Bill Says

11. Please ret weet: 262 12. Great: 262 13. Social media: 237 14. 10: 229 15. Follow: 222 16. How to: 187 17. Top: 165 18. Blog post: 164 19. Check out: 128 20. New blog post: 118

Best Video You Apple Media Top First Obama — Dan Zarrella

— Dan Zarrella

15

16

Tweet Like Starbucks Share links

Mmmm, coffee cupcakes! http://pinterest.com/ pin/25403185368902324/ … What's the secret ingredient in our Chocolate Cinnamon Bread? A pinch of #nomnom http:// sbux.co/JdSOp9 Cheers! Coffee Ice Cream Martinis #starbucksicecream http://pinterest.com/pin/ 25403185369080777/ … Tiramisu Ice Cream Parfaits anyone? http:// pinterest.com/pin/25403185369028619/ … 17

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

18

3

70/20/10 test

Tweet like Guy Kawasaki

70% share 20% connect 10% chirp

✴ Forget the press release: http://sbne.ws/r/qvP ✴ Top Twriters: 25 writers to follow on Twitter:

— @AngelaMaiers, Educational consultant & Twitter maven

✴ Research on the cause of the gender earnings

http://adjix.com/n83r

gap: http://sbne.ws/r/qkG

19

20

Tweet like Southwest

✴ ✴ ✴

Tweet like Tony Hsei

✴

Hey everyone, if you have a good winglet pic or airplane window photos @cnnireport wants them! Info here: http://on.cnn.com/PlFJzx @BlessNDress I'm sorry to hear you are having trouble. Please follow & DM your info. & additional feedback. I'll see if we can help. Alright, NYC locals ... tourist attractions are great, but what are your favorite hidden gems? What would you do in one day in New York City?

✴ ✴

Had a great talk w/ Ashton Kutcher & Demi Moore at SXSW about 'Delivering Happiness' and life: http://bit.ly/ewefmS About to livestream Zappos Q4 all hands employee meeting! It all starts at noon Pacific: http:// ustream.t v/zapposinsights Swam in Silverton mermaid aquarium on my birthday! Wore costume b/c they don't allow birthday suits. http://t witpic.com/3fpe9r

21

Tweet like Alan Weiss

22

Avoid small talk

✴ 1 call gets me new Bentley. 4 calls required for new file cabinet! Don’t put hurdles in the way of business! ✴ Government lesson: Talk is cheap, consensus is tough. Compliance is a stick, commitment is art. ✴ Fallacy: Leaders responsible for action. Fact: Responsible for results.

1. News: about 78% 2. How-to information: about 58% 3. Entertainment: about 53% 4. Opinion: 50% 5. Products: about 45% 6. Small talk: about 12% — Dan Zarrella

23

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

24

4

Interesting

25

26

Make it interesting Write in the V.O.B. Steal from the FBI. Write like ChatterMonkey.

Expectation of reward ÷ Effort required — Wilbur Schramm

27

Write in the V.O.B.

28

Don’t brand tweets

Don’t brand t weets. ‘Hey! Did you hear?’ Have a personality.

“Verizon Wireless yesterday announced that ‘Celebrity Digest’ is now available on the CDM 8615. To learn more, visit VZW.com”

29

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

30

5

Don’t brand tweets

Hey! Did you hear?

“Celebrity Digest on your cell phone: http://tinyurl.com/rybe6l” — Ken Muche, @VZWSoCal

31

Steal from the FBI

Write in the V.O.B. Engineering white paper

Anderson Cooper

32

Gotcha!: Bad Cops Caught, Part II: Five cops go bad in Memphis, Tennessee, and the FBI worked with polic.. http://bit.ly/d4M1h

Jon Stewart

— @FBIPressOffice

33

Steal from the FBI

34

Steal from the FBI

A DANGEROUS BETRAYAL: The Case of the Cash Hungry Contractor: An undercover sting helped prevent a federal energ.. http://tinyurl.com/ lzvnrp

CANINE CRUELTY: Five-State Dog Fighting Ring Busted: A year-long multi-agency investigation results in approxima.. http://tinyurl.com/ mffmh6

— @FBIPressOffice

— @FBIPressOffice

35

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

36

6

Choose interesting nouns

Steal from the FBI Find the drama. Push the verb. Choose interesting nouns.

Sting

Body farm

Ring

Fraudsters

Bad cops

37

38

Push the verb Go bad Busted Exploit

Make it interesting

39

40

Easy

41

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

42

7

Make it easy Cut Through the Clutter. Make It Scannable.

Expectation of reward ÷ Effort required — Wilbur Schramm

43

44

Keep it short

Cut Through the Clutter

Piece as a whole Paragraphs Tweet

Keep it short. Make it readable. Get rid of gobbledygook.

46

45

Condense it Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). — useit.com

Condense it Reading online: +25% — Jakob Neilsen

47

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

48

8

Usability metrics

Tighten your tweet Choose short words. Write headlines. Punctuate!!! Serialize your story. Don’t finish that thought.

Task time Errors Memory Time to recall site structure Subjective satisfaction — UseIt.com

49

Serialize your story

50

Serialize your story

Gotcha!: Bad Cops Caught, Part II: Five cops go bad in Memphis, Tennessee, and the FBI worked with polic.. http://bit.ly/d4M1h

Use signal words. Tweet related links. Reiterate the main headline. Add Part I and Part II. Post in reverse order.

— @FBIPressOffice

51

52

Don’t finish that ... A DANGEROUS BETRAYAL: The Case of the Cash Hungry Contractor: An undercover sting helped prevent a federal energ.. http://tinyurl.com/ lzvnrp — @FBIPressOffice

53

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

54

9

Readability

Keep it simple Grade level Got shared

Keep it simple on Facebook. Keep it simple on Twitter.

5th

15% > often

9th

10% > often

15th

20% < often — Dan Zarrella

55

56

Gid rid of gobbledygook Optimization SEO Consulting Productivity Leverage Implement Client Branding

Marketing Maximize Advertising Integrated Conversations Competitive Collaboration Blogger — Dan Zarrella

Make it scannable

✴79% scan ✴16% word by word — Jakob Neilsen, Sun Microsystems

Make it scannable

59

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

60

10

Make it scannable

Write for scanners

79% scan 30/3/30 rule Write for scanners

100 read story = ___ read head 100 read story = ___ read caption

61

62

63

64

Make it scannable Pass the palm test. Lift ideas off the screen. Pass the skim test.

Make it scannable Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). — useit.com 65

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

66

11

Lift ideas off the screen

Usability metrics Task time Errors Memory Time to recall site structure Subjective satisfaction

Index pages

Lists

Headlines

Links

Decks — UseIt.com

Subheads

67

68

Index pages and other lists Focus on the “front.” Don’t drop the blurb. Format for attention.

RevUpReadership.com 69

Focus on the front

70

Focus on the front

Lead with the topic word. Use plain language. Move org name to the end.

Headlines: 1 second Blurbs: left 1/3

— Eyetrack III

71

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

12

Use plain language

Avoid blah-blah text

Gift cards & E-Gift Certificates

Introducing Chase Exclusives Special Benefits for Checking Customers

73

Move org name to the end

74

Format for attention

Invest Online … at H&R Block H&R Block Online Investing

BF headline Same size type One line

75

Format for attention

76

Headlines Italy buries first quake victims Romania blamed over Moldova riots Ten arrested in UK anti-terrorism raids Villagers hurt in West Bank clash Mass Thai protest over leadership Iran accuses journalist of spying — BBC News

Reach Readers Online: Get the word out on the Web Not Reach Readers Online Get the word out on the Web

77

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

78

13

Headlines Lead with the topic word. Make them clear, not clever. Write simple sentences (SVO). Make them short.

79

80

81

82

Decks

Don’t drop the deck 95% read 5 to 10 seconds ‘May be the only thing’

Don’t drop the deck. Keep it short. Don’t repeat words.

— Eyetrack III, The Poynter Institute

83

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

84

14

Subheads

Lists

Increase reading/ scanning. Lift ideas off the screen. Break copy up.

List any series. Add bold-faced lead-ins. Add subheads.

85

86

Lists, bold-faced lead-ins, subheads Links and buttons

Focus on business, not communications. "Launch a benefits blog" is not your objective. The blog is the means to an end, not the end itself. So ask, "What do you want people to do differently because you launched the blog?" Maybe you want employees to choose their benefits package by the due date instead of just go for the default package.

Focus on the topic, not the action. Make them stand on their own. Keep them short.

Focus on action, not attitude. "To communicate that the company is a good place to work" focuses on attitude. You want to focus on action. Again, ask, "What do you want people to do differently because they believe that the company is a good place to work?" Stay on the job longer? Then "Decrease employee turnover" may be your objective. Quantify your goals. You're going to have to measure whether you accomplished these objectives, so add a number. "To decrease employee turnover by 17 percent," for instance. 87

Focus on the topic

88

Focus on the topic

Learn to write better microcontent

Learn to write better microcontent To learn to write better microcontent, click here

89

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

90

15

Don’t refer to … Mechanics Click here Go to this page Visit this site Point your browser at Hit your back button Select this link

Stand on their own Carlson also wrote a column about the Holocaust oratorio in today’s Register. Read the piece online.

The System the Intranet, Internet the WWW the browser a page a url the computer or ser ver

91

92

Link key words Read about our other award winners.

93

Pass the skim test

94

Pass the skim test Main idea

Outline key points. Assign to microcontent. Test it.

⊛Headline ⊛Deck

95

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

16

Pass the skim test

Pass the skim test

Major points

Minor points

⊛Subheads

⊛Captions ⊛Callouts ⊛Links ⊛Highlighted key words

99

100

Headline Deck

List walk-away points

Subhead List? Lead-ins?

What’s your main idea? What are your major points? What’s the most provocative point in your piece? What numbers could you clarify visually? What series or lists will you include? What Web pages will you link to? What else is terribly important or compelling?

• • •

Links? Highlighted text? Callout Chart headline Chart caption Other caption 101

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

102

17

How do you rate? How do your writing skills stack up? Find out with Wylie Communications’ new writing assessment. This free professional development yardstick will help you identify where you are and how to get to the next level. Plus, you’ll get free tips and tools for improving your skills. Take your writing to the next level. Get started now: http://bit.ly/RateYourWriting Get all of Ann’s tools and tipsheets, including dozens of articles on social media writing: Bit.ly/IspSJa 104

About Ann Wylie Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out. She handles special writing projects and helps organizations like FedEx, The Mayo Clinic and H&R Block launch or improve their publications and websites. Ann’s popular workshops take her from Hollywood to Helsinki, helping organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work. Her work has earned more than 60 communication awards, including t wo IABC Gold Quills.

105

Wylie Communications Inc. | [email protected] | WylieComm.com Get more tips: RevUpReadership.com | Sign up for our FREE e-zine: Bit.ly/6JgZLJ Twitter/AnnWylie | LinkedIn: Bit.ly/9EWDfD | ComPRehension blog: Bit.ly/19aXIk © 2013 Ann Wylie. All rights reserved.

18