7 Steps to World-Changing Digital Communication

How to Change the Worldwith Digital Engagement Andrew Krzmarzick GovLoop Director of Community Engagement

• 14 years raising money and awareness for non- profits, educational institutions and social businesses• Generated over $100 million through proposals, fundraising and marketing• Design and deliver presentations on social media, generational diversity, telework, and social learning• Built first-of-its-kind, government- wide mentors program in the U.S. Andrew Krzmarzick LinkedIn.com/in/andrewkrzmarzick• Manage a team of 15 full-time and part-time employees to deploy a @krazykriz comprehensive digital engagement strategy

Our Time Together 1. Overview of GovLoop 2. Digital Participation Strategy 3. Your Campaigns 4. Review of Organizational Websites

Online community of government colleagues helping each other to do their jobs better.Mission: “Connect government to improve government” Average Age: ~60,000 Members

“Knowledge Network” 1. Learn from each other online.

“Knowledge Network” 2. Learn from each other in person.

“Knowledge Network” 3. Learn from each other one-on-one.

“Knowledge Network” 4. Learn from experts via webinars.

“Knowledge Network” 5. Learn from experts via podcasts.

“Knowledge Network” 6. Learn from experts / each other via guides.

“Knowledge Network” Partners With: 7. Teach citizens that government works.

“Knowledge Network” Questions?

CongratulationsSource: http://thenextweb.com/socialmedia/2011/12/22/israelis-are-now-the-worlds-biggest-social-network-addicts-says-new-report/

“Israelis spent, on average, 11.1 hours using socialnetworks during October 2011…more than double theglobal average of 5.7 hours, and way ahead of majormarkets like UK (7 hours) and US (6.9 hours).” comScore report: „It‟s a Social World: Top 10 Need-to-Knows About Social Networking and Where It‟s Headed„ Source: http://thenextweb.com/socialmedia/2011/12/22/israelis-are-now-the-worlds-biggest-social-network-addicts-says-new-report/

Reaching Local / Global AudiencesHaving some trouble? You’re not alone: A June 2010 survey conducted by Harris Interactive for social marketing platform Buddy Media more than 90% considered it at least somewhat challenging to reach audiences in local markets with a unified brand message. - emarketer.com, August 2010 Source: http://blog.reachlocal.com/519120/2012/08/10/online-marketing-101-my-40-day-crash-course.html

Reaching Local / Global AudiencesWhat works?

Reaching Local / Global AudiencesWho has a following? Source: http://www.devex.com/en/news/top-10-global-development-groups-on-social-media/75932

Size isn’t everything!

You get points for style and substance...

Reaching Local / Global Audiences ….but you also need a system.

The 7 P’s of World-ChangingDigital Engagement Purpose Promote People Participate Plan Progress Produce Your system.

Warning: Engagement is Not Easy • It‟s REALLY hard, but… • There‟s a methodology and rigor Integration with traditional communication = key to driving real results

Purpose• What is your mission?• What is your passion?• What are your values?• What impact stories inspire you?

Purpose:• Mission: “Connect government to improve government”• Passion: “Helping people do their jobs better”• Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility• Impact Stories: After the jump…

Purpose: Recently, Facebook stripped our administrator rights from the CityImpact of Ankenys Facebook page. With it, our custom URL was alsoStories: removed. We can no longer access our Insights page and we cannot post as the City of Ankeny on other Facebook pages. Facebook says that we cannot identify ourselves as the City of Ankeny because it is their policy that users may not manage pages about towns, cities or states. Use of "City of" in our name is too generic. Has anyone else run into this problem with Facebook? 37 comments  Facebook response

Purpose:Values:

People• Who do you deliver value to?• What value do you deliver to each?• What internal resources do you have?• What external resources can you leverage?

People:Deliver value to:Type of value: Content and Community

People:Deliver value to:Type of value: Market Positioning, Thought Leadership

People:Internal resources:External resources:

People:

Plan Outcomes

PlanWhat are your (really)? Comments? Donations? Fans? Volunteers? Retweets? or Subscribers? +1‟s? Evangelists? Pageviews? Stories?

PlanNever mistake this… …for this! Donations Volunteers Subscribers Evangelists Stories (Your Purpose!)

PlanNever start here. Start here! Donations Volunteers Subscribers Evangelists Stories (Your Purpose!)

PlanWhat signify success for you?For each specific outcome:• Who are your stakeholders?• What do you need them to do?• Why are they going to do it?• How will you know when an outcome is achieved?• What points of engagement lead to the outcome?

PlanHow will you know when are achieved?

PlanWhere are your stakeholders?The ones you know?• Your current websites• Lists: Events, email, snail mail, cell phone numbers• Memberships: associations, professional groups• Social media: Facebook, Twitter, LinkedIn, DevEx, etc.The ones you need to meet?• Identify primary keywords• Search engines and alerts: news sites, forums, blogs, associations• Social media / websites: similar organizations, trending topics, etc.

Plan: = Engage and empower 100,000 awesome people who want to make government better.Where are they?

Plan: Do you know them?

Plan: Partner with the press (and get links back) Friends of JDC!

ProduceWhat content will you create / share?• Newsletters? • Photos? • Press Releases?• Interviews? • Podcasts? • Resources?• Publications? • Announcements? • Stats/Data?• Videos? • Stories? • Opinions? Produce | Reproduce | Repurpose (Yours and Others!*) * With attribution, of course

ProduceWho is going to create / share it?Staff? Volunteers? Consultants?• Senior Leader(s)? • Donors? • PR Firms?• Communications? • Beneficiaries? • Media?• Development? • Participants?• Frontline? • Fans?• Interns? • Followers?

ProduceWhat makes for great content? Source: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2

Produce: WhatTitle makes for great content?ImageFormat

Produce:Greatcampaign!

PromoteWhere are you going to share it?• Traditional • Social Media • Mobile ▫ Website ▫ Facebook ▫ Text (SMS) ▫ Newsletters ▫ Twitter ▫ Apps  Email, PDF, Print ▫ Google+ ▫ Press Release ▫ LinkedIn ▫ Events ▫ Video Sharing ▫ Niche Networks

If Twitter was a country Population: 140 millionIt would be bigger than Russia, Ukraine and Kazakhstan

If Facebook was a country Population: 1 billion active users It would be the world‟s 3rd largest countryBigger than North and South America combined

If Email Was a CountryIt Covers Continents It would be an empire: 2.9 Billion users

Promote: eNewsletters 1 6 4 72 5 83 9

Promote:

PromoteWhen are you going to share it?• Day of Week • Time of Day • Target Dates ▫ Weekdays? ▫ AM or PM? ▫ Events? ▫ Weekends? ▫ Breaks? ▫ Milestones?• Frequency ▫ Daily (once or many times a day)? ▫ Weekly?

PromoteWhen are yougoing to share it? Source: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2

Promote:GovLoop Schedule and Staffing for Social PromotionWhere: Newsletter Facebook Twitter LinkedIn Google+ Daily AM Daily Daily Daily DailyWhen: Ad Hoc Varies 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p 8a, 12p, 4p (Best = T, Th) (Best = T, W) (Best = M) (Best = T, W) (Best = ?) Rotate Staff /Who: Fellows Rotate Fellows Daily Themes Core Discussions, Discussions,What: Product Push Fun, Quotes Content Content Content

PromoteWhen are you going to share it?Day / Time Content Engagement Point Who OutcomeMon, 9/3 PM Child Labor Blog Beneficiary 50 sign-upsTue, 9/4 AM Child Labor Facebook, Twitter Comms Staff 25 sign-upsWed, 9/5 AM Child Labor eNewsletter President 100 sign-upsThu, 9/6 PM Child Labor Facebook, Twitter Comms Staff 25 sign-upsMon, 9/10 Child Labor Op-Ed w/Comments Board Member 50 sign-ups

Promote:1. Calls to action are critical a. People want to do something b. Tell them what to do!2. Location, location, location a. Your website b. Social media

ParticipateWhere are you going to engage?• Traditional • Social Media • Mobile ▫ Website ▫ Facebook ▫ Text (SMS) ▫ Newsletters ▫ Twitter ▫ Apps  Email, PDF, Print ▫ Google+ ▫ Press Release ▫ LinkedIn ▫ Events ▫ Video Sharing ▫ Niche Networks

ParticipateWhen are you going to engage?• Day of Week • Time of Day • Target Dates ▫ Weekdays? ▫ AM or PM? ▫ Events? ▫ Weekends? ▫ Breaks? ▫ Milestones?• Frequency ▫ Daily (once or many times a day)? ▫ Weekly?

ParticipateWhen are you going to engage?Day / Time Content Engagement Point Who OutcomeMon, 9/3 PM Child Labor Blog Beneficiary/Staff 1-2 exchangesTue, 9/4 AM Child Labor Facebook, Twitter Comms / Intern 1-2 exchangesWed, 9/5 AM Child Labor eNewsletter Comms Staff 5-10 stories, inputThu, 9/6 PM Child Labor Facebook, Twitter Comms Staff 3-5 stories, inputMon, 9/10 Child Labor Op-Ed w/Comments --- ---

Participate:GovLoop Schedule and Staffing for EngagementWhere: Community Facebook Twitter LinkedIn Google+ Daily Daily Daily Daily AMWhen: Ad Hoc Varies 8a, 12p, 4p Ad Hoc 8a, 12p, 4p 8a, 12p, 4p (Best = T, W) (Best = T, W) (Best = ?)Who: Staff / Fellows Rotate Fellows Comment, CommentsWhat: and Sharing Comment @ Replies Share to Comment GovLoop

Leading Practice: Israel Ministry of Foreign Affairs *Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

Anatomy of a Fantastic Facebook Page1. Human voice2. Effective use of photos3. Relevant, local information4. Diverse information5. Blend of fun and serious6. Frequent posting7. Open forum *Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç

ProgressHow are you doing?• Statistics • Stories Focus on ▫ Opens/Clicks ▫ Impact Actionable ▫ Views/Visits ▫ Change Information ▫ Likes/RTs ▫ Actions ▫ Referral Sources ▫ Sharing 1. Test ▫ Sign-Ups 2. Learn ▫ $$$ 3. Iterate

ProgressHow are you checking? How often?• Google Analytics and Alerts • Real-time• Trackur, Radian 6, Other • Daily• Facebook Insights • Weekly• Bit.ly? • Monthly• Google Alerts?• Hootsuite

ProgressWhere can we improve? • Mission focus? • Project Scope? • More / better outcomes? • Stakeholder engagement? • Engagement points? • Engagement vehicles? • Monitoring systems?

ProgressTesting to increase action likelihood: • Recommend changes to landing pages and action funnels • Launch the test, wait, analyze • If it works, double down; If not, try again (or stop)Feedback systems and methods: • A-B element testing, funnel path, offers and incentives • Friends, co-workers, clients, partners • SurveyMonkey / SurveyGizmo

ProgressBuilding effective campaign pages: • More bullseye: focus on the outcome • An effective page: has what I need, tells me how to get it / why it‟s good, gives me a reason to take action, feels safe and easy • Headlines: speak to user‟s primary interest • Calls to action: roughly same place on every page • Contact information: should be on every page • Contextual calls to action: top and bottom of every page • ALWAYS BE IMPROVING!

Progress:Community: Monthly reports along a spectrum: • Discover (New Visits) • Consume (Return Visitors) • Search (New Members) • Commit (Top Pages) • Participate (Comments, etc.) • Contribute (Blogs, Forums) • Lead (Profile Views) • Evangelize (Referral Source)Newsletter: Weekly Reports on Opens (Subject Line) and Clicks (Content / Placement)Social Media: Weekly Reports on Facebook, Twitter, LinkedIn, Google+ Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145

Progress: I think it‟s really important to constantly look at your metrics, to look at the kinds of posts your audience engages with the most, and evaluate how you can better serve them, how you can give them the kind of content that they are looking for, and the kind of content they are going to engage with that will activate them to share what you‟re doing.” Obviously, Google Analytics, because a lot of the content that we post is housed on our website. … We also use Hootsuite; it‟s free and it‟s a great tool. And we use a marketing dashboard called Argyle Social that has been a really useful tool for us in terms of tracking and reporting…Facebook Insights are incredibly helpful, and that‟s a free tool as well.Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145

The 7 P’s of World-Changing,Digital Engagement Purpose Promote People Participate Plan Progress Produce Now it’s your turn!

Raising Money1. Set short deadlines - adds a sense of urgency;2. Build your online community on social fundraising platforms such as Razoo, Crowdrise or Causes.com3. Get a little money from a lot of people;4. Create an ongoing sense of community. Talk with people even when you are not raising money.5. Humanize: let donors see the people they are Beth Kanter helping and the progress that is being made.6. Maintain a sense of humor. The cause may be extremely serious, but it helps all parties if a little levity can be inserted into the conversation.7. Measure engagement as well as funds raised.

Raising Money1. Win-Win: Members for us, $$ for them2. Friendly Competition: Mobilize their supporters to get most clicks3. Short Deadline: only 10 days4. Made it Easy: Special blog posts, custom URLs http://bit.ly/govloopgivesygl http://bit.ly/govloopgivestofew

Raising Money Ads

Additional Resources • Beth Kanter‟s Blog: http://www.bethkanter.org • DevEx: http://www.devex.com • Frog Loop: http://bit.lyaHcpbV • JD Lasica‟s Slides: http://www.slideshare.net.jdlasica • Nonprofit Social Media Benchmark Study: http://www.e- benchmarkingstudy.com/socialmedia • NTEN: http://www.wearemedia.org • SocialBrite: http://www.socialbrite.org • Social Technographics: http://blogs.forrester.com/groundswell • Using Social Media to Meet Nonprofit Goals: http://www.idealware.org/sm_survey/download.php

Andrew@GovLoop.comLinkedIn.com/in/AndrewKrzmarzick202-352-1806@krazykriz

7 Steps to World-Changing Digital Communication

by GovLoop on Sep 10, 2012

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