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  • There’s a tremendous “market” opportunity to bring together the unprecedented amount of untapped constituency power that exists for children. In addition to extraordinary voter support, countless organizations serve childhood development. Engaging and bringing together this existing support in The Children’s Movement will provide children and the people who care about them with the constituency-based political power they need to bring about systemic policy reforms, such as budget priorities and comprehensive K-12 reform. The Children’s Movement enables individuals, grassroots groups, and other organizations to easily participate in state and national policy advocacy for children .
  • The new childrennow.org provides leading-edge functionality to enable participation coupled with a user experience that encourages it.
  • The new childrennow.org provides leading-edge functionality to enable participation coupled with a user experience that encourages it.
  • The new childrennow.org provides leading-edge functionality to enable participation coupled with a user experience that encourages it.
  • Transcript

    • 1. Plugging into Social Media to Help Build The Children’s Movement Presented to The Social Media Lab The David & Lucile Packard Foundation July 9, 2010
    • 2. The Children’s Movement: Aggregating Constituency-Based Power 1
    • 3. Re-branding & the New childrennow.org Engaging & Enabling the Public 2
    • 4. Extending Our Reach through Social Media Facebook & Twitter 3 Our goal: Connect with a wider audience, “economically,” by letting social networks do the work for us
    • 5. Objectives: (1) Build the Brand & (2) Test Content Types 4 Kept eye on design value & post quality to build “consumer confidence” in our brand/efficacy
    • 6. Promotion throughout Marketing Materials 5 + In main navigation of childrennow.org + Outlook email footer for organization + Twitter feed on childrennow.org + Email campaign footer
    • 7. Results: Facebook 6
      • Strong fan base growth
        • Driven by migration & email campaigns
      • Post quality improvement…
        • Video, sign meme, etc.
      • … But only for point-in-time
    • 8. Results: Twitter 7 + Audience growth (<50 at outset) + Targeted/added media contacts
    • 9. Lessons Learned 8
      • Requires ongoing commitment & consistent resource allocation
        • We now know what it takes
        • Exploring content creation distribution across org/de-centralization
        • Creating standard processes
      • More focused experiments needed to inform content selection & spur growth
        • We were generalists in this launch phase
        • Deeper metrics capture & analysis
      • Proof-of-concept: Strong
        • Audience growth continues, “organically”