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Breaking Through the Noise In a BuzzFeed World

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Avi Kaplan, Director of Online Strategy, RadCampaign Twitter Handles: @MeshugAvi ...

Avi Kaplan, Director of Online Strategy, RadCampaign Twitter Handles: @MeshugAvi
Everyone wants their message to be the next viral sensation, but it’s harder than ever for nonprofits to break through. Don’t you need puppies and rainbows to have an impact on social media? What if your mission’s not that sexy? This session will focus on creative ways to make your cause relevant for a broader audience and a few smart strategies and tools to help you make an impact.

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  • Information overload <br /> We are all email bankrupt <br /> Does your inbox look like this?
  • Examples of what does break through the noise (3-4 examples on their own slides) <br /> TV, Movies, pop cultures <br /> Cat, Grumpy Cats, <br /> Memes <br /> Sports <br /> Lists - funny stuff, nostalgia <br /> <br /> <br /> How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low?
  • Examples of what does break through the noise (3-4 examples on their own slides) <br /> TV, Movies, pop cultures <br /> Cat, Grumpy Cats, <br /> Memes <br /> Sports <br /> Lists - funny stuff, nostalgia <br /> <br /> <br /> How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low?
  • Examples of what does break through the noise (3-4 examples on their own slides) <br /> TV, Movies, pop cultures <br /> Cat, Grumpy Cats, <br /> Memes <br /> Sports <br /> Lists - funny stuff, nostalgia <br /> <br /> <br /> How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low?
  • Examples of what does break through the noise (3-4 examples on their own slides) <br /> TV, Movies, pop cultures <br /> Cat, Grumpy Cats, <br /> Memes <br /> Sports <br /> Lists - funny stuff, nostalgia <br /> <br /> <br /> How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low?
  • Examples of what does break through the noise (3-4 examples on their own slides) <br /> TV, Movies, pop cultures <br /> Cat, Grumpy Cats, <br /> Memes <br /> Sports <br /> Lists - funny stuff, nostalgia <br /> <br /> <br /> How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low?
  • How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low? <br /> <br />
  • You need to get people’s attention before you can get them to take action. <br /> <br /> You have to be awesome to get someone’s attention <br /> Be different, remarkable, creative, innovative, unique, share-worthy <br /> Bring the cuteness, the beauty, the emotion, the fun and funny, the weird, the cool <br /> <br /> Create a unique experience <br /> <br /> But what if our cause isn’t any of these things? What do we do then?
  • Focus on the right people <br /> Concentric circles (die-hardsupporters, receptive, “just not that into you”) <br /> <br /> You’re sexy and awesome to someone. <br /> These are your people. Who live and breathe your mission and have a personal connection. Your tribe. <br /> Of course these people already support you. <br /> Make it easy for them to share their passion with their friends by sharing awesome content they can share in other contexts. <br /> <br /> These people know you are sexy already, but you still need to inspire them and keep them engaged. <br /> <br /> <br />
  • Going one leve out. Thinking about broader audiences that are receptive to your cause. <br /> They may not know about your brand or much about your mission, <br /> but they are receptive In the right context with the right story <br /> You just need to get their attention <br /> <br /> Need to help them see what makes you sexy and different.
  • Some people are just not that into you. <br /> Let them go. <br /> You’ll never form a conenction with everyone. <br /> Their values might not match with yours. <br /> The further out you go the more time, effort, and money it takes to get people’s attention. <br /> <br /> There’s a big distance between die-hard supporters and people who will never care – that’s your opportunity and where you should focus to grow your community. <br /> <br /> Transition to next section: once you know the groups you are trying to reach, you have to find the right story and context to reach them—it’s not enough to be awesome, you need to find the right context to hook them (talking point)
  • The context you connect with people in can really help you to stand out and reach that next level of receptive people. <br /> You need to find the right context to hook people and start a relationship. <br /> In the right context, with the right story, any cause can be sexy. <br /> What’s the right story and context to help you connect with a receptive audience? <br /> <br /> Be current and relevant <br /> Hijack the news <br /> Tie-in to what’s happening <br /> Don’t miss your moment <br /> <br /> Plan ahead for what you can <br /> <br /> <br /> <br /> <br /> <br />
  • When things happen in the community, in the news, and your mission and issue are relevant the community expects to hear from you. <br /> People want to understand important events quickly and your insights can make your organization relevant and earn you the respect of new supporters if you can respond quickly. <br /> <br /> Examples: <br /> Real world crisis - Hurricane Sandy, water crisis in West Virginia <br /> Financial crisis - Bernie Madoff <br /> Political crisis/opportunity - you lose the vote, your opponent shares outrageously offensive comments about your issue by a politician on the other side <br />
  • Go where the fish are. <br /> Invest your time wisely, focus on fewer channels. <br /> Be selective <br /> A less noisy channel can help you get people’s attention, but only if the right people are there for you to connect with. <br /> <br /> If you don’t have great visuals, you may get further on Twitter than on Pinterest. The cover of your whitepaper is not an interesting image for people to Pin. <br /> A policy organization will probably get further on Twitter than on Pinterest. <br />
  • Go where the fish are. <br /> Invest your time wisely, focus on fewer channels. <br /> Be selective <br /> A less noisy channel can help you get people’s attention, but only if the right people are there for you to connect with. <br /> <br /> If you don’t have great visuals, you may get further on Twitter than on Pinterest. The cover of your whitepaper is not an interesting image for people to Pin. <br /> A policy organization will probably get further on Twitter than on Pinterest. <br />
  • a. Examples of what does break through the noise (3-4 examples on their own slides) <br /> b. How can the nonprofit world do this with cause related content rather than stupid fluff, or is it hopeless? Is this stooping too low?
  • News-Jacking <br />
  • News-Jacking <br />
  • http://blog.ucsusa.org/climate-change-game-of-thrones-559 <br /> Making Wonky Science accessible <br /> Climate change <br /> Snowball Earth <br /> Ice Ages <br /> Volcanic and impact winters
  • OPC - other people’s content <br /> Crowdtangle <br />
  • Learn from what’s working and not working <br /> Metrics! <br /> What is your community responding to? <br /> <br /> Look for topics, styles, tone.
  • Learn from what’s working and not working <br /> Metrics! <br /> What is your community responding to? <br />
  • Experiment It takes 30 mediocre campaigns and one embarrassing dud before you get a breakout success. <br /> <br /> The stakes are lower than you think. – Be mindful, but you aren’t going to break anything! <br /> <br /> Get permission to experiment <br />
  • People <br /> Get more from your database <br /> Facebook Cut <br /> <br /> <br /> ii. Prioritize which audiences are worth investing in reaching and which are not <br /> 1. The further out you go, the more time and money it takes to reach them <br /> 2. Calculate the ROI—is it worth trying to reach them? <br /> 3. Sometimes it’s a trial balloon—you don’t necessarily know what will appeal to who
  • People <br /> Get more from your database <br /> Facebook Cut <br /> <br /> <br /> ii. Prioritize which audiences are worth investing in reaching and which are not <br /> 1. The further out you go, the more time and money it takes to reach them <br /> 2. Calculate the ROI—is it worth trying to reach them? <br /> 3. Sometimes it’s a trial balloon—you don’t necessarily know what will appeal to who
  • More time, effort, and money to connect the further you go from your core.
  • Don’t miss your opening. Get it out there! <br /> Sometimes the right moment is right now! <br /> If you wait too long, your idea won’t be relevant to what’s going on any more. <br /> <br /> 1) Perfect is the enemy of good <br /> 2) It’s ok to be low production value <br /> If you need to do it yourself, use what you know. <br /> Look at visual tools we’re going over this afternoon. <br /> 3) Find allies and production help in advance <br /> Make friends with the designers and tech people on your staff <br /> Start a retainer with a designer on call if you have budget for it <br /> Give your staff notice for what you want to create. Run ideas by them and get budgets and time estimates early when you can <br /> <br /> Kep approval requirements small if you can
  • Find allies and production help in advance <br /> Make friends with the designers and tech people on your staff <br /> Start a retainer with a designer on call if you have budget for it <br /> Give your staff notice for what you want to create. Run ideas by them and get budgets and time estimates early when you can
  • Email newsletters <br /> RSS with Feedly or Newsblur <br /> Flipboard and other mobile apps on the go <br /> Read later with Pocket <br /> What’s trending? <br /> What memes are hot?
  • Email newsletters <br /> RSS with Feedly or Newsblur <br /> Flipboard and other mobile apps on the go <br /> Read later with Pocket <br /> What’s trending? <br /> What memes are hot?
  • Thanksgiving, Veterans Day, July 4th <br /> Black History Month <br /> The anniversary of an artists death if you are a museum <br /> The anniversary of the invention of the polio vaccine <br /> Olympics, world cup <br /> Grammy, Tonys, Oscars <br /> NBA Championships, March Madness <br /> Happen every year.
  • Can you hear me now? <br /> <br /> Relevance is also about timing your message <br /> Talking to an empty room doesn’t do any good. <br />
  • Be awesome for the right people in the right context

Breaking Through the Noise In a BuzzFeed World Breaking Through the Noise In a BuzzFeed World Presentation Transcript

  • Breaking Through the Noise: How Nonprofits Can Stand Out in a Buzzfeed World
  • We’re Overwhelmed with Information
  • What’s Breaking Through the Noise?
  • What’s Breaking Through the Noise?
  • What’s Breaking Through the Noise?
  • What’s Breaking Through the Noise?
  • What’s Breaking Through the Noise?
  • Be awesome for the right people in the right context
  • • Get creative: Think outside the box, take risks • Stand out: What makes you unique and different? • Be remarkable: Create share-worthy content that people want to share with their friends • Bring on the: – Cute – Beauty – Emotion – Funny – Weird Be Awesome
  • Connect to the right people Die-hard Supporters
  • dsdf Connect to the right people Receptive Die-hard Supporters
  • dsdf Connect to the right people Receptive Just not that into you Die-hard Supporters
  • • Be current and relevant • Hijack the news • Tie-in to what’s happening • Don’t miss your moment • Plan ahead Connect in the Right Context Pick the right time
  • photo by scottrothevents Flickr • Help people understand events • Share insights about how your issue is relevant • Give people something to do! • Explain your plan or process Examples: • Real world crisis • Financial crisis • Political crisis/opportunity Connect in the Right Context When Disaster Strikes
  • • Where are the people you want to reach? • Be realistic about your strengths and capacity Connect in the Right Context Use the right channels
  • • Why does my open-rate suck? • The great Facebook Reach scandal Connect in the Right Context Use a multi-channel approach
  • Who’s Breaking Through?
  • Preeclampsia Foundation Downton Abbey
  • • Blog Post and Press Release • Executive Director Interviewed in Buzzfeed • Twitter Chat during live episode • Connect with a new audience and share their passion • Show how your issue and mission are relevant • Add value Preeclampsia Foundation Downton Abbey
  • Preeclampsia Foundation Downton Abbey
  • Union of Concerned Scientists Game of Thrones
  • New York Public Library #LiteraryMarchMadness
  • New York Public Library #LiteraryMarchMadness Today's #literarymarchmadness match-up is Jack Kerouac v. Allen Ginsberg. Which author will advance to represent the Beat Generation? Will Kerouac be “On the Road” with a win? Will Ginsberg “Howl” with a victory? You decide! Place your vote in the comments below, and the winner will move on to the next round.
  • New York Public Library #LiteraryMarchMadness
  • British Museum World Cup
  • British Museum World Cup
  • British Museum World Cup http://www.britishmuseum.org/explore/highlights/highlight_objects/pe_ mla/i/iron_axe-head_inlaid_with_silv.aspx
  • British Museum World Cup
  • British Museum World Cup Ming: 50 years that changed China 18 September 2014 – 5 January 2015 This major exhibition will explore a golden age in China’s history. Between AD 1400 and 1450, China was a global superpower run by one family – the Ming dynasty – who established Beijing as the capital and built the Forbidden City.
  • What can your organization do right now?
  • • Steal (OPC) http://www.crowdtangle.com Tips to Be Awesome
  • • Steal (OPC) • Learn from what’s working and not working Tips to Be Awesome
  • • Steal (OPC) • Learn from what’s working and not working Tips to Be Awesome
  • • Steal (OPC) • Learn from what’s working and not working • Experiment • Take risks and learn from failure Tips to Be Awesome
  • • Get more from your database – Facebook Custom Audiences – Look Alike Audiences • Prioritize • Think about ROI. Is it worth trying to reach this audience? Tips to Connect with the Right People
  • • Get more from your database – Facebook Custom Audiences – Look Alike Audiences • Prioritize • Think about ROI. Is it worth trying to reach this audience? Tips to Connect with the Right People
  • dsdf Tips to Connect with the Right People Receptive Just not that into you Die-hard Supporters
  • • Don’t miss your opening! – Perfect is the enemy of done – Find allies and resources in advance – It’s ok to be low production value – Who needs to approve things? Tips to Connect in the Right Context
  • • Don’t miss your opening! • Find the right allies Tips to Connect in the Right Context
  • • Don’t miss your opening! • Find the right allies • Listen to be relevant – Email newsletters – RSS with Feedly or Newsblur – Flipboard and other mobile apps on the go – Read later with Pocket – Trends on Twitter and Facebook Tips to Connect in the Right Context
  • • Don’t miss your opening! • Find the right allies • Listen to be relevant Tips to Connect in the Right Context
  • • Don’t miss your opening! • Find the right allies • Listen to be relevant • Plan ahead – Context calendar – Holidays – “Months” – Important dates, birthdays, anniversaries of death, #onthisday – Recurring culturual events Tips to Connect in the Right Context
  • • Don’t miss your opening! • Find the right allies • Listen to be relevant • Plan ahead • Optimize your timing Tips to Connect in the Right Context
  • • Don’t miss your opening! • Find the right allies • Listen to be relevant • Plan ahead • Optimize your timing Tips to Connect in the Right Context
  • Attention is precious. Don’t waste it!