Amnesty NZ Trial by timelineTapped into facebook accounts to extract information and make it more ‘real’ to the target audience
Increase of 2000 shares on average
The most shared image ever on Facebook.The most retweeted Tweet ever on Twitter.
Campaign data said a key target demographic likes cat pictures on Tumblr.No, it really did.Questions?
Digital Content Strategies
How to get from 1000 likes to social change:
digital content strategies for impact
Digital Accounts Manager
Essential Media Communications
Digital Communications Coordinator
Australian Greens Leader Christine Milne
Your digital content strategy
fits within your campaign
• What is a win for the campaign?
• Is it a tangible outcome?
• Or a harder to measure outcome?
How are you winning?
• What type of content do you need to facilitate this?
• What are the linkages to offline/other work?
Objectives of digital content
Increase engagement and participation
Raise awareness and educate
Who is the audience?
Who are you talking to?
What services and/or tools do they use?
How do they like to be contacted?
When do they like to be contacted?
What are all the assumptions, knowledge and understandings
you have of them?
Pick your tools
Which of the digital tools at your disposal are most relevant?
How should you employ them? When should you employ them?
Do you have the necessary skills to use these tools?
Choose the platforms that give you the biggest bang for buck
Go past raw numbers, look at level of engagement
Plan your time
What is the timeframe you are working on?
Is this timeframe relevant to a digital audience?
Do you have the time to commit to this?
Can you schedule and/or share the workload?
Be realistic about the amount of time you have.
How are you going to roll out your communications?
How are you going to sustain this work?
What resources or support do you need to make this happen?
Who is going to make it happen?
What skills exist within your campaign?
What does success look like?
How will you measure that success?
What can be learned from the digital campaign?
How will the digital elements of the campaign be evaluated in the context of
the wider campaign?
How will you integrate those learnings into future work?
The digital environment is
always a contested space
• Content aimed at the most receptive audiences will also
be seen by the least
• Diverting energy and resources from opponents is an
important part of any content strategy
• As is keeping focus on your own strategy
Identify your audience
Pick your tools, plan your time and resources
Ensure you are equipped to implement your strategy
Be ready to respond
Evaluate everything and learn from what you’ve done
Digital Accounts Manager - Essential Media Communications
Digital Communications Coordinator - Australian Greens Leader Christine Milne