Digital Strategy Midy Aponte October 2, 2015
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1 Digital Strategy Midy Aponte October 2, 2015
2 Blogs & media Facebook Twitter Web Apps & games Listening Video Pinterest, LinkedIn, etc.
3 Web Social Listening
4 Goals for This Session: Listening Going Viral and Content Creation Social Networks Websites
5 Smart Chart
6 Listening Selma to Montgomery marches, 1965 Ford Labor Unions, 1940
7 Listening
8 Listening
9 What Nonprofits Listen To: Source: 4 th Annual Nonprofit Social Media Benchmark Report
10
11
12 Best Practices: Listening For a short and fast-moving call-to-action drive on your website or social media, check your metrics daily or weekly. Ideally, the person creating the content does his/her own analytics, whether for , social or web. Listen online by using Google Analytics for your website, Facebook Insights, Twitter analytics and your system.
13 Going Viral and Content Creation
14 Creating Great Content Address your audience s barriers but don t reinforce them. Tell authentic stories. Include an emotional ask. Listen, empathize and empower your audience.
15 Spreading Great Content Luck favors the well prepared. Think about your opportunities: Internal External Evergreen Cultivate influencers.
16 Social Networks
17
18 Checklist for Tweets Photo, graphics, videos, quotes or hashtag(s) Keep in mind, photos use 23 out of the 140 characters Use no more than 2 hashtags per tweet Links Such as an article or blog post Links (no matter the actual length) get shortened to 22 characters, 23 for links with https Tweet 2-3x/day This could include retweets, but it s best to have at least one original tweet per day Tag other profiles
19 Engaging content Use hashtags Mention and retweet other handles
20 Use hashtags Mention and retweet other handles Engaging content
21 Advanced Twitter Search
22
23 Twitter Analytics
24 Live Tweeting & Twitter Chats
25
26
27 Checklist for Facebook Posts Photos, graphics, videos At events Image overlays with a quote and photo Short, succinct posts Between characters or fewer Action words Such as join or watch this. Use selfreferential words such as we and us Post 5-10x/week 1-2 posts a day is best Tag other partners
28 Organic Content Performs Best With: Images Mixed content (images, links, videos) to keep your audience interested Content with a personal tone that asks people to like or share if Visually-appealing event announcements or coverage
29 Organic Content Performs Best With: Images Mixed content (images, links, videos) to keep your audience interested Content with a personal tone that asks people to like or share if Visually-appealing event announcements or coverage
30 Organic Content Performs Best With: Images Mixed content (images, links, videos) to keep your audience interested Content with a personal tone that asks people to like or share if Visually-appealing event announcements or coverage
31 Organic Content Performs Best With: Images Mixed content (images, links, videos) to keep your audience interested Content with a personal tone that asks people to like or share if Visually-appealing event announcements or coverage
32 Organic Content Performs Best With: Images Mixed content (images, links, videos) to keep your audience interested Content with a personal tone that asks people to like or share if Visually-appealing event announcements or coverage
33 Facebook Dashboard External referrers Post reach When your fans are online Your fans
34 Facebook Ads Try starting with $50 or less and experiment with the different types of ads to determine what your audiences respond to best. Boosting a post is the easiest form of Facebook ads. You can start for as little as $5. Use your Facebook Insights to listen to your fans.
35
36 Facebook Ad Targeting
37
38 Facebook Insights
39
40 Websites
41 Websites
42 Before
43 Old Navigation Bar Layout: About CCHI Reports Resources News Vision, Mission & History Policy & Data Best Practices Best Practices Our Statewide Network CHI Evaluations Health care Reform Info Children's Health News Success Stories Latest Research Helpful Links Executive Board Health care Reform Local Health Info Staff FAQ s Partners Media Proposed Navigation Bar Layout: About Learn Our Work Join Donate Mission Current Members Success Stories Become a Member Vision Californians Affordable Care Act Our Newsletter Network Prospective Members Healthy Kids Contact Our Team Policymakers Healthy Families Partners Media Medi-Cal
44 After
45 Websites
46 Website Best Practices Install Google Analytics on your website. It s free! Create a dashboard for your website analytics with details on traffic sources, number of unique visitors, and top performing content that you can bring to monthly staff meetings. Listen to your site visitors how can you better display the content they are looking for?
47
48 Parting Thought
49 Thank you! 1800 M Street, NW * Suite 300 North * Washington, D.C P: * E: info@spitfirestrategies.com Like us: Spitfire Strategies Follow 2015 Spitfire Strategies LLC Spitfire Strategies owns all copyright for this presentation. You may reproduce copies of this presentation for non-commercial use to share with colleagues at your organization. The presentation may not be copied or reproduced for other purposes without the express written permission of Spitfire Strategies LLC.
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