THE DIGITAL ADVANTAGE:H O W T O C R E AT E B E T T E R , S M A R T E R , C H E A P E R C O M M U N I C AT I O N S C A M PA I G N S I N T H E A G E O F T E C H
THE OLD WAY…THE MEDIA, ADVERTISERS, ORGANIZATIONS, BUSINESSES TELL PEOPLE WHAT’S IMPORTANT.
Brand Consumer
THE NEW WAY…PEOPLE TELL OTHER PEOPLE WHAT’S IMPORTANT.
*Buzzfeed’s BWN (bored at work network)
• New networked way of communications
• Supporters become your best messengers
• Beyond telling people what we do, we listen and respond to our audience
CIVIC TECH REPORT CASE STUDYCivic tech funders: More than $430 million invested in tech organizations focused on advancing civic tech since 2011. Open Data Buffs: New report offers data-driven approach for doing social sector research. Civic tech field, open government practitioners: Knight Foundation invites people to help expand study of civic tech investments. Citizens: Strange bedfellows or yin and yang? What Sunlight Foundation and Airbnb have in common. All: Pulling back the curtain on civic tech: interactive map invites users to explore investments across multiple areas of civic tech.
#VOTELOCALSTARTING A TWO-WAY CONVERSATION
• Twitter Chat • Reddit AMA • Webinar • SMS Voting • Events
• BULLETS HERE • BULLETS HERE • BULLETS HERE
GOING WHERE YOUR AUDIENCE GOES
+67% Mobile
Growth
+18% Referral Growth
+28% Twitter Growth
+61% Facebook Referral
• BULLETS HERE • BULLETS HERE • BULLETS HERE
EASY TO USE TOOLS
• CANVA.COM • GIFMAKER.ME • WEVIDEO.COM • INFOGR.AM • ATAVIST.COM
• BULLETS HERE • BULLETS HERE • BULLETS HERE
CREATING ENGINEERED COLLISIONS
• LUMA WORKSHOP • DEMO DAYS • MEET KNIGHT BREAKFAST • CONVENINGS
RESPONDING TO NEWS AND TRENDS
• Be strategic about timing • Create new value for audiences
that serves your goals • Have an opinion
net neutrality
ENCOURAGE STAFF TO BE BRAND AMBASSADORS
“I mean, how could this guy be in two places at the same time? I had to get to the bottom of it.”
USING METRICS TO TRACK ENGAGEMENT
• Go beyond clicks and page views • Think about time on site • Do you know your bounce rate? • Track social media insights