Creating a Digital New Normal with Social, Design, Blogs, Online Events and More

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BUILDING A DIGITAL, SOCIAL CULTURECREATING WINNING CONTENT AND SHAKING UP YOUR DIGITAL STATUS QUOOctober 8, 2014

ALEX FIELD@ALEXFIELD

BURNESS COMMUNICATIONS

WHAT WE’RE COVERING TODAYBUILDING A DIGITAL, SOCIAL CULTURECREATING WINNING CONTENT MEASURE & LEARN

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DIGITAL SOCIAL CULTURE

BUILDING A

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COUNTY HEALTH RANKINGS & ROADMAPS

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CREATE WINNING CONTENT

HOW TO

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SOCIAL CONNECTION

ENTERTAINMENT / INFORMATION

UTILITY

CREATING WINNING CONTENT

Social Media Micro-Content

Data Visuals

Photography

Events

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SOCIAL MEDIA MICRO CONTENT

VISUAL

NATIVE

AUTHENTICVOICE

TELLS A STORY

ONE CLEARACTION

DETAILS MATTER

Intriguing Headline and Description

(Write and rewrite)

Excellent Photo (MUST-have; you can upload

your own)

Description Field(You can edit! But don’t give

it all away here)

QUESTIONS TO ASK WHEN CREATING FACEBOOK CONTENT.

1. Is the text too long? Is it provocative, entertaining, or surprising?

2. Is the photo striking and high quality?

3. Is the logo visible?

4. Have we chosen the right format for the post?

5. Is the call to action in the right place?

6. Is this interesting in any way, to anyone? For real?

7. Are we asking too much of the person consuming this content?

Credit: The fantastic Gary Vaynerchuk, “Jab, Jab, Jab, Right Hook”

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MAXIMIZING YOUR TIME ON TWITTERSOURCE IDEASCreate lists, follow hashtags, listen, read

FIND ACTIVE CONVERSATIONSSearch for existing people and tweets on topics you care about.

REACH OUTCold contact is normal. Acknowledge, respond, thank, favorite, and RT freely—they’ll notice.

AMPLIFY OTHERSRemember to jab! Build relationships and be useful.

#LEARNNOTE CHECKLIST: SOCIAL MEDIA MICRO CONTENT

Jab, jab, jab… then right hook

Become a local; nail the context

Always include strong visuals

Execute on the details

Join and participate

Experiment and gauge response

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DATA VISUALS

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The importance of the social determinants of health

Area-based measures of poverty and deprivation have been found to be associated with health outcomes after adjustment for individual-level factors. Additional studies have suggested that neighborhood-level variables may also shape the distribution of health-related behaviors, although other studies have found little evidence of area effects.

VISUAL STORYTELLING

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Where we live, learn, work and play can have a greater impact on how long and how well we live than medical care.

Our ZIP code may be

more important to our health than our genetic code.

WHY CREATE DATA VISUALS?

ACTIONCompel people to take action

INFORMATIONEnlighten people with new information, and explain complex issues

CHALLENGE ASSUMPTIONSForce people to question their preconceived notions

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WHAT MAKES A VISUAL COMPELLING?

TELLS A STORY

HUMANIZES DATA

SHOWS A PATTERN OR RELATIONSHIP

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FOCUS ON THE KEY DIFFERENCE

IDENTIFYWhat is the takeaway that you want your audience to remember?

EMPHASIZEUse color to make your key takeaway glow. Think creatively about design to further highlight your point.

USE THE RIGHT KIND OF CHART

TRENDS OVER TIME? Line graph

COMPARE GROUPS?Bar/column graph

GEOGRAPHIC DATA?Map

PARTS OF A WHOLE?Pie (cookie) chart

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AVOID COMPLEXITY

“When we understand that slide, we'll have won the war”

- Gen. Stanley McChrystal, U.S. and NATO force commander

CREATE VISUALS OF RESULTS, NOT PROCESS

HOW YOU GOT THERE

WHAT YOU’VE LEARNED

Use the APPENDIX

WRITE CLEAR, COMPELLING HEADLINESCREATING WINNING CONTENT

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THINK CREATIVELY ABOUT DESIGN

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• Datawrapper

• Mapbox

• Flowing Data

• Information is Beautiful

• Good.is

• Economist Chart Blog

• Vox

RESOURCES AND TOOLS

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#LEARNNOTE CHECKLIST: CREATING A DATA VISUAL

Decide on a focal point

Identify the right data

Consider how it will be used

Create a mockup

Test it on friends and colleagues

Design it

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PHOTOGRAPHY

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RULE OF THIRDS

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FOREGROUND

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TELL A STORY

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BREAK THE RULES

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USE TEXT OVERLAYS

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• Creative Commons

• Wikimedia Commons

• Freelancers

• iPhones

• Staff talent

• Crowdsourced

• Social media

• Video shoots

SOURCES

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• Canva (web)

• Pixlr (web)

• Over (iOS)

• Picframe (iOS)

• Photoshop (desktop)

• Instagram (mobile)

EDITING TOOLS

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#LEARNNOTE CHECKLIST: USING PHOTOGRAPHY

Choose great source material

Always be capturing

Crop and edit wisely

Tweak to add focus and character

Tag people and places

Experiment

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EFFECTIVE BLOGS

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WHAT MAKES A BLOG SUCCESSFUL?

AUDIENCE OBSESSED

TIMELY

NEVER BORING

SHOWS AND EXPLAINS

CONNECTED TO THE OUTSIDE WORLD

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BLOGS: POST IDEAS

PERSPECTIVESShare unique insights that will fascinate your audience

NEWS/TIMELYComment on current stories, frame your content around the news environment

GUEST COMMENTARYInvite different perspectives, do Q&As, share stories of your work through the voice of those who are most affected

CURATED CONTENTShare what inspires you from social media and around the web

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#LEARNNOTE CHECKLIST: BUILDING A SUCCESSFUL BLOG

Analyze your audience

Create an editorial calendar

Experiment with different types of posts

Incorporate visuals always

Connect posts to current events

Incorporate social media

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ONLINE EVENTS

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ADVANTAGES OF ONLINE EVENTS

BIG OR SMALLFrom a live event broadcast to an impromptu Twitter chat

WIDE REACHLower the barrier to participation, open your event to everyone on your email/social media lists

SOCIAL PARTICIPATIONTreat online viewers just like in-person viewers

LASTING IMPACTPermanent recording, and contact info for participants

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ONLINE EVENT TYPES

LIVE EVENT WEBCASTS

WEBCAST-ONLY EVENTS

GOOGLE HANGOUTS ON AIR

TWITTER CHATS

WEBINARS

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#LEARNNOTE CHECKLIST: HOSTING ONLINE EVENTS

Use online registration system to gather robust data

Choose a distinctive hashtag

Test and get comfortable with the technology

Incorporate branding/visuals

Encourage live participation

Share the recap/recording

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VIDEOCREATING WINNING CONTENT

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MEASURE & LEARN

HOW TO

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Objectives Metrics

A NEW FRAMEWORK

DEFINE GOALS

DEFINE AUDIENCE

DEFINE BENCHMARKS

DEFINE METRICS

• Social media sharing by targets

• Message pickup in social

• Engagement with social content

• Email open rates and clicks

• Event registration and participation

• Percent increase in email sign ups

• Visits to key sections of website

• Goal conversions on website

THE MAGIC:OBJECTIVE: STAKEHOLDER ENGAGEMENTUP FRONT WORK:

MEASURE & LEARN

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ANALYTICS AND MONITORING TOOLS

• Google Analytics

• Occam’s Razor by Avinash Kaushik (blog)

• KISSmetrics

• Compete.com

• SproutSocial

• Radian6

• Tweetreach

• Topsy

• Hashtracking

• Crowdbooster

SOCIAL

MEASURE & LEARN

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