Presenters. Matt Smith. Marc DelMonico Diana LeRoi-Schmidt Perisphere Media. 4/17/2016 Running a Digital Campaign 2
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2 4/17/2016 Running a Digital Campaign 2 Matt Smith Presenters Marc DelMonico Diana LeRoi-Schmidt Perisphere Media
3 4/17/2016 Running a Digital Campaign 3 About Perisphere Digital Production Agency Strategic Expertise and Hands-On Knowledge Primary Work Brand Web Hosting/maintenance Events Work with a range of clients Approach our work with integrity, authenticity and a focus on continuous improvement
4 4/17/2016 Running a Digital Campaign 4 Who We Serve Ecumenical Advocacy Days Allegany Franciscan Ministries Catholic Mobilizing Network Franciscan Action Network Franciscan Mission Service Grace Presbyterian Church, Indianapolis InterFaith Conference of Metropolitan Washington National Advocacy Center of the Sisters of the Good Shepherd Support Our Aging Religious Washington Theological Consortium
5 4/17/2016 Running a Digital Campaign 5 EAD as Case Study A look BEHIND THE CURTAIN. Our Objective Challenges Our Responsibilities
6 CAMPAIGN IMPLEMENTATION 4/17/2016 Running a Digital Campaign 6
7 4/17/2016 Running a Digital Campaign 7 Implementation: Overview Lifecycle of the EAD Promotional Campaign. Summer: Brand ideation and development (images / messaging) in concert with chosen theme Aug./Sept.: Website, and social media promotion of theme and early registration Oct.-Jan.: Staggered website content updates / s to promote specific speakers / workshops / special activities / deadlines so as to drive registration Feb. March: Focused social media to spur sponsor outreach; promotion of Lobby Day Ask April/May: Event prep / live event activities / follow up
8 4/17/2016 Running a Digital Campaign 8 Implementation: Brand Identify / design core IMAGES and TEXT that emphasize your focus. #ead2016 #LiftEveryVoice #RestoretheVote No #TPP
9 4/17/2016 Running a Digital Campaign 9 Implementation: Brand VARY images for specific sub-emphases or constituencies.
10 4/17/2016 Running a Digital Campaign 10 Implementation: Brand Consistently use and re-use core images to create BRAND SATURATION. What are the ways to ensure a coherent presentation of information? How can you best help others promote your content / event / activity?
11 Implementation: Brand (Print) 4/17/2016 Running a Digital Campaign 11
12 4/17/2016 Running a Digital Campaign 12 Implementation: Brand (Online) Realizing the #ead2016 theme ACROSS CHANNELS. Web Social Media
13 4/17/2016 Running a Digital Campaign 13 Implementation: Web Key website CONTENT STRATEGY questions. Where does it live on the website? (Is it a page? a post? Info with a link off? Is there a short redirect URL?) How does it live with its neighbors? (Where is it on the menu? What is the path people take to the information?) EAD Examples: AdvocacyDays.org/2016 Theme Description Page / Subpages Registration Information Page Direct Link to External Registration System Item of News
14 4/17/2016 Running a Digital Campaign 14 Implementation: Web Website MESSAGING Comparison. In what way can the information be tailored for maximum impact on your website itself? (What will draw people to the information you want them to see?) Which of the following sentences make the point better? It depends! Advocacy Days, advocating for policies to end unjust and immoral -based activists in Washington, D.C. in April 2016 to learn how we can Restore the Voting Rights Act and enact trade policies that
15 4/17/2016 Running a Digital Campaign 15 Implementation: Focus the message for ACTION. (How should people RESPOND?) Utilize a third party marketing service, customize a template to your look and feel and stick with it Always link back to your OWN website or action item; rarely promotion)
16 4/17/2016 Running a Digital Campaign 16 Implementation: Be attentive to your mobile audience = Responsive Template for Use Litmus or a similar service to run tests on how your will look in different clients before you send it
17 4/17/2016 Running a Digital Campaign 17 Implementation: Social Media Direct people to the ACTION / INFORMATION you want them to take/see/use. Understand the medium and its strengths / limitations Identify the core text limits: o Facebook: 1500 characters or less (50 words) o Twitter: 140 characters (but leave space for others to adjust and share your Tweet to their own followers) Utilize your campaign handles and hashtags Schedule your posts / tweets for maximum effectiveness
18 4/17/2016 Running a Digital Campaign 18 Implementation: Social Media Are you thinking VISUALLY? Make sure your text has an image (or on Instagram or Pinterest Difference between images for sharing and images automatically pulled (Facebook Open Graph / Twitter Card) Video: Learn the features of YouTube and how to tweak how your EAD on YouTube
19 4/17/2016 Running a Digital Campaign 19 Implementation: Social Media How does WEBSITE CONTENT get displayed on social media?
20 4/17/2016 Running a Digital Campaign 20 Implementation: Social Media Photos are also great branding materials.
21 Implementation: Social Media 4/17/2016 Running a Digital Campaign 21
22 Implementation: Social Media 4/17/2016 Running a Digital Campaign 22
23 4/17/2016 Running a Digital Campaign 23 Implementation: Social Media Source: Hootsuite
24 CAMPAIGN STRATEGY 4/17/2016 Social Media: A Tool for Advocacy 24
25 4/17/2016 Running a Digital Campaign 25 Strategy: Campaign What are you PROMOTING? Event o Conference, concert, etc. Lobbying effort o Federal, state, local Donation o Fund drive, response to emergency, scholarship Community initiative o Garden, neighborhood cleanup, etc. Publication o Policy document, academic paper, etc.
26 4/17/2016 Running a Digital Campaign 26 Strategy: High-Level What is unique about your perspective? Advantages? Disadvantages? A long-term campaign? A short-term effort?
27 4/17/2016 Running a Digital Campaign 27 Strategy: Goal Setting Define CLEAR, ACCOMPLISHABLE goals. What are you setting out to achieve? o General awareness o Conversation shift o Policy change o Financial goal ($ or number) o New or expansion of single / multiple audience(s)
28 4/17/2016 Running a Digital Campaign 28 Strategy: Audience Who are you trying to REACH? Constituents General public Media Grantors Opposition / skeptics How can you best engage others (colleagues, partners, ind. advocates)
29 4/17/2016 Running a Digital Campaign 29 Strategy: Comp. Analysis What are others doing? o Individual advocates? o Advocacy organizations? o Politicians / political parties? How have others succeeded? How have others failed?
30 4/17/2016 Running a Digital Campaign 30 Strategy: Messaging What does your campaign SOUND like? Do you have a voice? How does faith augment your voice? How do others individuals / organizations and their perspectives contribute to that voice? Tone: Direct? In your face? Subtle? Urgent?
31 4/17/2016 Running a Digital Campaign 31 Strategy: Brand BRANDING your campaign. What imagery fits the bill? Colors? Fonts? How does it play off your existing brand? Other unique or well-known markers? How does it clearly and quickly communicate your message? What feeling does it evoke in people?
32 4/17/2016 Running a Digital Campaign 32 Strategy: Website What do you want on your WEBSITE? How important is the website? A separate landing page / new section? A splash page? Should it just be a blog? What about mobile? Challenge: Search Engine Optimization / mobile /responsive
33 4/17/2016 Running a Digital Campaign 33 Strategy: Website What about CONTENT? What actions are you trying to drive? Get right to it? Build a slower narrative through the site or over time? Content-rich? Content-light? How is the content being managed?
34 4/17/2016 Running a Digital Campaign 34 Strategy: Social Media Taking the message SOCIAL. Is social media already part of your advocacy strategy? What channels do you participate in? What channels do you need/want to participate in? What fits your campaign? What do you have time for?
35 4/17/2016 Running a Digital Campaign 35 Strategy: Social Media Facebook? Low barrier to entry, with minimal financial and training costs Widely adopted A rich platform photos, events, sharing, discussions, custom applications Challenge: A crowded, ever-changing community.
36 4/17/2016 Running a Digital Campaign 36 Strategy: Social Media Twitter? Low barrier to entry, with minimal financial and training costs news, issues, trends, movements and brevity Improvement through daily participation Can key into larger movements (hashtags) Challenge: Do you have the time?
37 4/17/2016 Running a Digital Campaign 37 Strategy: Social Media YouTube / Other Video? Barrier to entry continues to drop Can show instead of tell Improvement through character and narrative Important component of advocacy campaigns Challenge: Time/skill to create videos
38 4/17/2016 Running a Digital Campaign 38 Strategy: Social Media Other Channels? Podcast great format for longer discussion Instagram / Snapchat experiential microphoto (& video) / short videos LinkedIn Recruiting/ professional presence Google+ Great tool but low adoption
39 4/17/2016 Running a Digital Campaign 39 Strategy: Not ANOTHER ! How does your strategy play out? Slow and steady? Relentless urgency? What actions are you hoping to drive? How does the campaign look (e.g. template)? What about mobile? Challenge: Working with an old technology, low click-throughs
40 4/17/2016 Running a Digital Campaign 40 Strategy: Other Online Tools What ELSE do you need? Constituent Management System / advocacy tool Petition service/software (e.g. Change.org) Donation Registration / payment Challenge: One tool or many?
41 4/17/2016 Running a Digital Campaign 41 Strategy: Search How can you make sure people FIND YOU? Search Engine Optimization Google AdWords (or Bing) - text and display Facebook / Twitter ads Digital display advertising Challenge: Prohibitive costs.
42 4/17/2016 Running a Digital Campaign 42 Strategy: Tips A few things we have LEARNED. Have a central communication point but work as a team Divide responsibilities, not channels Be accurate Be ready to learn Image skills / visual thinking are everimportant Track your time
43 CAMPAIGN MEASUREMENT 4/17/2016 Running a Digital Campaign 43
44 4/17/2016 Running a Digital Campaign 44 Measurement: Optimization Are your GOALS working? When should you check your goals along the way? Are the measurements meeting your goals? If not, how much should you change?
45 4/17/2016 Running a Digital Campaign 45 Measurement: Revisiting Goals Did you REACH YOUR GOALS? Did you achieve your goal? What worked well? What Did you spend too much time? Too much money? What did you learn? How can you do it better next time?
46 4/17/2016 Running a Digital Campaign 46 Measurement: Web Digest the STATS. Google (or Other) Analytics Overall Traffic Key pages Audiences Conversions (paths) Desktop vs. mobile vs. tablet Deeper data dive?
47 4/17/2016 Running a Digital Campaign 47 Measurement: Social Media Did it go VIRAL? Facebook o Likes (pages and posts), Insights Twitter Re-Tweets, Followers YouTube o Views Other Tools
48 4/17/2016 Running a Digital Campaign 48 Measurement: Did it end up in the TRASH? Opens Click-throughs Actions taken, e.g. donations What timing worked best? What messages (A / B testing)
49 Discussion 4/17/2016 Running a Digital Campaign 49
50 4/17/2016 Running a Digital Campaign 50 View This Presentation ead2016.com
51 4/17/2016 Running a Digital Campaign 51 Connect With Us (Twitter) Perisphere Media (Facebook)
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