STEALING THE SPOTLIGHT: Technology, content, awarenessHome cooked for Voto Latino VL Power Summit

by

Juan Vasquez Office of Los Angeles Mayor Eric Garcetti

@JuanSvas

Learn how to make your content stand out in a world of competing interests, new technologies,and a 24- hour news cycle.

GOAL @JuanSvas

ABOUT ME @JuanSvas

Ad Agencies

Digital Strategy Consultant

Tech Company

Mayor’s Office

• Technology

• Media and Attitudes

• Effective Content

• Creative Tactics

AGENDA @JuanSvas

@JuanSvasTECHNOLOGY

TECHNOLOGY @JuanSvas

As storytellers and organizers, you can do more of everything thanks to technology.

TECHNOLOGY @JuanSvas

As storytellers and organizers, you can do more of everything thanks to technology.

• Content is more coordinated, strategic, automated, trackable

• Relationships are easier to start, nurture, leverage

• Wider reach and increased frequency

• Infrastructures scale and adjust faster

TECHNOLOGY @JuanSvas

TECHNOLOGY @JuanSvas

TECHNOLOGY @JuanSvas

@JuanSvasTECHNOLOGY

TECHNOLOGY @JuanSvas

• Build profiles of ideal supporters (3-5)

• Key words (immigration, running, data, social media, anti-Trump)

• Content delivery preference (analytics, insights)

TECHNOLOGY @JuanSvas

• Build profiles of ideal supporters (3-5)

• Key words (immigration, running, data, social media, anti-Trump)

• Content delivery preference (analytics, insights)

@JuanSvasMEDIA & ATTITUDES

MEDIA : ATTITUDE @JuanSvas

Group think: thinking or making decisions as a group in a way that discourages creativity or individual responsibility.

MEDIA : ATTITUDE @JuanSvas

MEDIA : ATTITUDE @JuanSvas

Collective intelligence: amassing diverse perspectives and experience that allow for more thoughtful, relevant, impactful decision making.

MEDIA : ATTITUDE @JuanSvas

MEDIA : ATTITUDE @JuanSvas

• Opinion vs Fact

• Private Citizen vs Organization

• Timeliness & Relevance

Aim to build momentum.

@JuanSvasEFFECTIVE CONTENT

@JuanSvas

Effective content is the pathway to build relationships. Combine visuals and words to tell stories.

CONTENT

@JuanSvasCONTENT

• Strategic hashtags

• Trackable links

• Expires vs Evergreen

• Call to Action / Asks

• Faces and emotion

• Informs and educates

@JuanSvasCONTENT

Personal GrowthJoyful Moments

@JuanSvasCONTENT

Paths of engagement

Support is not linear, be flexible

@JuanSvasCONTENT

CONSIDER EASE & LEVEL OF COMMITMENT

Commitment

Ease / Time it Takes

Share post

Precinct Captain

Donate

Host House Party

Write Blog Post

Recruit 3 friends

@JuanSvasTACTICS

• Leverage competitors’/allies’ content

• Tag key accounts in images

• Create guiding documents for “organizers”

• Build up a library of pre-approved content

• Use other peoples’ networks

• Move people along “ladder of engagement”

@JuanSvasTACTICS

• Use screenshots & thoughtful cropping

• Scan social media before events

• Avoid arguments, embrace dialogue

• Respond to notifications quickly

• Prioritize communities, can’t do it all

• Build internal & external champions programs

@JuanSvasCONTENT

@JuanSvasCONTENT

@JuanSvasCONTENT

Help your supporters help you.

@JuanSvasACTIVITY TIME

@JuanSvasACTIVITY TIME

ACTIVITY @JuanSvas

• 3 supporter profiles

• 3 ally communities

• 3 “themes” and types of facts

• 3 unique asks

• 3 stages along “ladder of engagement”

Create / Identify:

Thank you

@JuanSVas

www.vasquezsays.com

www.techtinx.com

juansvas@gmail.com