Case Study - MYD <ul><li>New Media as a difference maker for your org – an online presence which not only represents infor...
Figure Out Your Strategy <ul><li>New Media, Online Organizing, Good Design and Messaging are only effective in the context...
Our Strategy  <ul><li>In Jan/09 the Exec. Board decided to: </li></ul><ul><ul><li>Rebrand “Manhattan Young Dems” to better...
Our Strategy – Cont.  <ul><ul><li>Market: </li></ul></ul><ul><ul><li>Overactive/Overachieving, well educated, web savvy, o...
Our Strategy – New Media  <ul><ul><li>REBRAND: </li></ul></ul><ul><ul><li>“ MYD” </li></ul></ul><ul><ul><li>Good Design </...
Design/Branding <ul><li>This is a Market. </li></ul><ul><li>Your Org, Your Events, Your Action Items =  a Product </li></u...
Design/Branding <ul><ul><li>Everyone knows good design. </li></ul></ul><ul><ul><li>Good Design will </li></ul></ul><ul><ul...
Elements of Design/Branding <ul><ul><li>Logo </li></ul></ul><ul><ul><li>Web Design </li></ul></ul><ul><ul><li>Flyers </li>...
 
Old… <ul><li>www.manhattanyoungdems.org </li></ul><ul><li>(bad domain name) </li></ul><ul><li>http://campaignwindow.com/my...
 
 
New.. <ul><li>http://gomyd.com </li></ul><ul><li>(good domain name) </li></ul>
 
 
 
 
 
 
Field A Team <ul><li>The next question to ask is:  How important is new media to your organization?  </li></ul><ul><li>New...
<ul><li>Here’s a list of the people involved in MYD’s new media effort:  </li></ul><ul><ul><li>Emmy – New Media Director <...
Select Your Platform <ul><li>There are a lot of website platforms out there. Each has its pros and cons:  </li></ul><ul><u...
Content, Content, Content  <ul><li>“ Content is king”  </li></ul><ul><li>Focus: Don’t try to be everything to everyone </l...
And Don’t Forget To Track It <ul><li>Install Google Analytics for free on your website  </li></ul><ul><li>Data will be val...
Blogging Basics <ul><li>Be brief – blog posts shouldn’t require too much scrolling </li></ul><ul><li>Make titles pop </li>...
Facebook Basics <ul><li>If you have a page, encourage your fans to “suggest to friends” so you grow faster. </li></ul><ul>...
Facebook Basics contd  <ul><li>Page “updates” are not seen by many users. </li></ul><ul><li>What gets email notifications ...
Twitter Basics <ul><li>Never used Twitter? See Deanna Zandt’s guide:  http://www.deannazandt.com/2009/02/26/a-non-fanatica...
Twitter Basics contd <ul><li>Use Twitter search to find more people to follow </li></ul><ul><li>Follow local bloggers, MSM...
Cross-pollinate <ul><li>Link frequently from your social media and email newsletter back to the website to drive traffic <...
Reach Out To Other Sites <ul><li>The golden rule of to follow is that no one will link to you unless you are willing to li...
 
And Don’t Forget To Measure It <ul><li>Website  </li></ul><ul><ul><li>Check Analytics frequently to figure out what’s work...
Thanks! <ul><li>Questions? </li></ul><ul><li>Al:  [email_address] </li></ul><ul><li>Chas:  [email_address] </li></ul><ul><...
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Community Organizers Take on New Media (Manhattan Young Democrats @ YDA 2009)

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At the 2009 YDA Biennial Convention in Chicago, Manhattan Young Democrats gave a training on how to use various online tools for your YDA chapter, including a focus on branding and messaging.

Please send comments to info (at) gomyd.com

Visit our blog at http://gomyd.com
Follow us on Twitter: http://twitter.com/gomyd

Published in: Technology, News & Politics
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  • The first slide is an example of really really REALLY bad design to show how much branding and the creative side of things matter to your new media presence.
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  • Segway to live demo here to show off our page
  • Segway to live demo here to show off our page
  • Segway to live demo here to show off our page
  • Segway to live demo here to show off our page
  • Community Organizers Take on New Media (Manhattan Young Democrats @ YDA 2009)

    1. 2. Case Study - MYD <ul><li>New Media as a difference maker for your org – an online presence which not only represents informs, empowers, and leads to growth </li></ul><ul><li>Website, Social Networks, Design, Next Gen Marketing </li></ul><ul><li>Online Organizing </li></ul>A SERIES OF TUBES
    2. 3. Figure Out Your Strategy <ul><li>New Media, Online Organizing, Good Design and Messaging are only effective in the context of a larger organizational plan for your org, but can also be a catalyst </li></ul><ul><li>Looking at your org, what are your: </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Market/Target Demographics </li></ul></ul><ul><ul><li>Available Resources – People/Finances </li></ul></ul>
    3. 4. Our Strategy <ul><li>In Jan/09 the Exec. Board decided to: </li></ul><ul><ul><li>Rebrand “Manhattan Young Dems” to better match the youth of NYC </li></ul></ul><ul><ul><li>Take Advantage of Post-Obama Energy </li></ul></ul><ul><ul><li>Grow Membership </li></ul></ul><ul><ul><li>Educate, Inspire & Activate the Youth of NYC </li></ul></ul>
    4. 5. Our Strategy – Cont. <ul><ul><li>Market: </li></ul></ul><ul><ul><li>Overactive/Overachieving, well educated, web savvy, on Facebook, watch YouTube, read blogs, low knowledge of local politics, recently inspired via… </li></ul></ul><ul><ul><li>It’s NYC! </li></ul></ul><ul><ul><li>Obama Effect in NY: </li></ul></ul><ul><ul><ul><li>Inspired but Tired </li></ul></ul></ul><ul><ul><ul><li>Leadership/Action Vacuum </li></ul></ul></ul><ul><ul><ul><li>Some exp. With MYBO </li></ul></ul></ul><ul><ul><ul><li>Comfortable w/ Small Donations </li></ul></ul></ul>
    5. 6. Our Strategy – New Media <ul><ul><li>REBRAND: </li></ul></ul><ul><ul><li>“ MYD” </li></ul></ul><ul><ul><li>Good Design </li></ul></ul><ul><ul><ul><li>Hip but Super Functional </li></ul></ul></ul><ul><ul><ul><li>New Logo </li></ul></ul></ul><ul><ul><ul><li>Website Concept </li></ul></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>More Effective Newsletter </li></ul></ul><ul><ul><ul><li>Shorter, Better Language </li></ul></ul></ul><ul><ul><li>Facebook/Twitter/Flickr Intergration </li></ul></ul>
    6. 7. Design/Branding <ul><li>This is a Market. </li></ul><ul><li>Your Org, Your Events, Your Action Items = a Product </li></ul><ul><li>How do you sell a product? </li></ul><ul><li>- Branding/Design/Marketing </li></ul><ul><li>- You sell the way Coke does… </li></ul>
    7. 8. Design/Branding <ul><ul><li>Everyone knows good design. </li></ul></ul><ul><ul><li>Good Design will </li></ul></ul><ul><ul><li>Fill Your Events </li></ul></ul><ul><ul><li>Raise You Money </li></ul></ul><ul><ul><li>Grow Your Org </li></ul></ul><ul><ul><li>Impress Pols/Media </li></ul></ul>
    8. 9. Elements of Design/Branding <ul><ul><li>Logo </li></ul></ul><ul><ul><li>Web Design </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Tag Lines </li></ul></ul>
    9. 11. Old… <ul><li>www.manhattanyoungdems.org </li></ul><ul><li>(bad domain name) </li></ul><ul><li>http://campaignwindow.com/myd/ </li></ul>
    10. 14. New.. <ul><li>http://gomyd.com </li></ul><ul><li>(good domain name) </li></ul>
    11. 21. Field A Team <ul><li>The next question to ask is: How important is new media to your organization? </li></ul><ul><li>New Media is surprisingly time-consuming, and requires a commitment of real resources. </li></ul><ul><li>Before embarking on a new media plan, you need to what you have to work with. </li></ul>
    12. 22. <ul><li>Here’s a list of the people involved in MYD’s new media effort: </li></ul><ul><ul><li>Emmy – New Media Director </li></ul></ul><ul><ul><li>Chas – Creative Director </li></ul></ul><ul><ul><li>Julie – Social Media Strategist </li></ul></ul><ul><ul><li>Beth – Communications Director </li></ul></ul><ul><ul><li>Andrew – Communications Team </li></ul></ul><ul><ul><li>Al – President/Blogger </li></ul></ul><ul><ul><li>Taylor – Secretary/Calendar </li></ul></ul><ul><ul><li>Shannon – Videographer </li></ul></ul><ul><ul><li>Juan – Videographer </li></ul></ul><ul><ul><li>Gloria – Photographer </li></ul></ul><ul><ul><li>Jessica – Blogger </li></ul></ul><ul><ul><li>Julia – Blogger </li></ul></ul><ul><ul><li>Chris – Cartoonist </li></ul></ul><ul><ul><li>Craig – Tech guru </li></ul></ul><ul><li>So it takes a lot of people to make the whole thing work. </li></ul><ul><li>Great way to grow membership. </li></ul><ul><li>Before you begin, build a team of people who commit to help. </li></ul>
    13. 23. Select Your Platform <ul><li>There are a lot of website platforms out there. Each has its pros and cons: </li></ul><ul><ul><li>Blogging Platforms </li></ul></ul><ul><ul><ul><li>WordPress </li></ul></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><ul><ul><li>ThinkPad </li></ul></ul></ul><ul><ul><li>Social Networking Platforms </li></ul></ul><ul><ul><ul><li>Ning </li></ul></ul></ul><ul><ul><li>Open Source Platforms </li></ul></ul><ul><ul><ul><li>Drupal </li></ul></ul></ul><ul><li>MYD decided to go with WordPress because the blog was front-and-center on our website. </li></ul><ul><li>Also has a great number of widgets that make customizing your website really simple, such as: </li></ul><ul><ul><li>Google Calendar embed </li></ul></ul><ul><ul><li>Video embed </li></ul></ul><ul><ul><li>Flickr slideshow </li></ul></ul><ul><ul><li>cForms </li></ul></ul>
    14. 24. Content, Content, Content <ul><li>“ Content is king” </li></ul><ul><li>Focus: Don’t try to be everything to everyone </li></ul><ul><li>Be provocative to drive traffic – no one will read if its boring </li></ul><ul><li>Use rich media extensively </li></ul><ul><li>Use the same palette of icons, fonts, colors, and tone across all media </li></ul><ul><li>Quality over quantity </li></ul><ul><li>And make sure to edit and proofread everything! </li></ul><ul><li>MYD’s tone: </li></ul><ul><ul><li>Approachable and unpretentious </li></ul></ul><ul><ul><li>Brief and to-the-point </li></ul></ul><ul><ul><li>A touch rebellious </li></ul></ul><ul><ul><li>Tech-savvy </li></ul></ul>
    15. 25. And Don’t Forget To Track It <ul><li>Install Google Analytics for free on your website </li></ul><ul><li>Data will be valuable in finding out who is visiting, and what they are looking for when they find you </li></ul><ul><li>Track your progress and use these figures for fundraising </li></ul>
    16. 26. Blogging Basics <ul><li>Be brief – blog posts shouldn’t require too much scrolling </li></ul><ul><li>Make titles pop </li></ul><ul><li>Use tags effectively </li></ul><ul><li>Link to older posts and other parts of the site frequently </li></ul>
    17. 27. Facebook Basics <ul><li>If you have a page, encourage your fans to “suggest to friends” so you grow faster. </li></ul><ul><li>Be careful not to over-use Facebook. </li></ul><ul><li>Create events, send invites, send message reminders. </li></ul><ul><li>What goes in the status updates on your page? </li></ul><ul><li>Unique URLs like http://facebook.com/gomyd </li></ul>
    18. 28. Facebook Basics contd <ul><li>Page “updates” are not seen by many users. </li></ul><ul><li>What gets email notifications for some users: event invites, event messages, messages to all group members. </li></ul><ul><li>Want to know more? We’ll be posting our Facebook guide to gomyd.com next week! </li></ul>
    19. 29. Twitter Basics <ul><li>Never used Twitter? See Deanna Zandt’s guide: http://www.deannazandt.com/2009/02/26/a-non-fanatical-beginners-guide-to-twitter/ </li></ul><ul><li>Use HootSuite for stats and collaboration </li></ul><ul><li>Always follow back </li></ul><ul><li>Reply!! Be sure to “join the conversation” </li></ul><ul><li>Post more than your blog feed, be a HUMAN voice. </li></ul>
    20. 30. Twitter Basics contd <ul><li>Use Twitter search to find more people to follow </li></ul><ul><li>Follow local bloggers, MSM, electeds & activists </li></ul><ul><li>Follow members of your chapter </li></ul><ul><li>Want to know more? We’ll be posting our Twitter guide to gomyd.com next week! </li></ul>
    21. 31. Cross-pollinate <ul><li>Link frequently from your social media and email newsletter back to the website to drive traffic </li></ul><ul><li>Prominently display icons to “Join Us On Facebook” etc on your landing page and newsletter </li></ul><ul><li>Create events to RSVP to on Facebook from the website, which will show up in user feeds </li></ul><ul><li>Create original videos and photos so people can discover your org via multiple channels </li></ul><ul><li>Link to and from stand-alone initiatives frequently (nyequality.com) </li></ul>
    22. 32. Reach Out To Other Sites <ul><li>The golden rule of to follow is that no one will link to you unless you are willing to link to them (and thereby prove you’re paying attention!) </li></ul><ul><li>Pay attention to blogs who cover local politics in your geography, but also to state and national blogs </li></ul><ul><li>Add new media components to your Communications efforts – it’s not just about trad med anymore </li></ul><ul><li>MYD’s blogroll includes prominent NYC and New York State blogs with a progressive bent </li></ul><ul><ul><li>MYD’s “Don’t Vote for Pedro” t-shirt, picked up by Daily Politics and The Albany Project </li></ul></ul><ul><ul><li>MYD’s newyorkequality campaign picked up by Ben Smith, Daily Kos, and others </li></ul></ul>
    23. 34. And Don’t Forget To Measure It <ul><li>Website </li></ul><ul><ul><li>Check Analytics frequently to figure out what’s working and not </li></ul></ul><ul><ul><li>Where is your website audience coming from? </li></ul></ul><ul><ul><li>What time do they come to the website? </li></ul></ul><ul><li>Facebook fans / group members </li></ul><ul><li>Twitter followers </li></ul><ul><li>Email newsletter subscribe / unsubscribe </li></ul><ul><li>Use this information to tweak your strategy </li></ul>
    24. 35. Thanks! <ul><li>Questions? </li></ul><ul><li>Al: [email_address] </li></ul><ul><li>Chas: [email_address] </li></ul><ul><li>Emmy: [email_address] </li></ul><ul><li>Julie: [email_address] </li></ul><ul><li>Follow us on Twitter: http://twitter.com/gomyd </li></ul>

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