1.
Digital Content Creation
2017 Nonprofit Technology
Conference
3/23/2017

2.
EMILY LOCKWOOD
BILL & MELINDA GATES FOUNDATION
Senior Program Officer, College Ready
BOB ALBRECHT
ANNE LEWIS STRATEGIES, LLC
Vice President
ADVA PRISO
ANNE LEWIS STRATEGIES, LLC
Associate Vice President

3.
The Basics
Teacher2Teacher:
A community for teachers, built with teachers

4.
The Basics
Launched in July 2015
Social first – “go where the teachers are”
800k members of community across four channels
(Facebook, Twitter, Instagram, Email)
3.1 million teachers in the U.S. – 2.7 million in public schools
Engagement rates exceeding industry benchmarks
Authentic engagement, not marketing

5.
1. Reduce isolation
Teachers have a deep desire to collaborate with peers.
2. Reduce the hunt
Overwhelming landscape makes it hard to find the right
materials. Lack of time for teachers amplifies this issue.
3. Elevate and celebrate the profession
Teachers want and deserve professional respect.
4. Recognize teachers as leaders
Teachers want new roles that allow them to grow
professionally while staying in the classroom.
5. Trust the teachers
Teachers trust one another more than anyone else.
“There is
a silver bullet
in education.
It’s the
teachers.”
Molly Robbins,
High School English
Teacher, Colorado

6.
Build trust. Motivate.
Model. Provide resources.
All in the voice
of a teacher.

7.
Build trust … these are your people

8.
Model collaboration and leadership … if
they did it, I can do it

9.
Practice … the best resources, bottom up

10.
#WhyITeach: A Case Study
Reduce isolation
Teachers have a deep desire to collaborate with peers.
Elevate and celebrate the profession
Teachers want and deserve professional respect.

11.
>100,000 uses of hashtag >5,000 downloads of toolkit
7,520,971 video views
47,734,459
impressions
99,942 Facebook engagements

12.
Effective content:
Lives inside
guardrails that map
to your North Star
Aligns with your
North Star
Tells the story
only you can tell

13.
Elements of
content creation

14.
Use no more words
than are necessary.
Be clear and
concise

15.
Choose photos that help tell
your story.
Convey emotion

16.
Use the functionalities that
make each medium unique.
Be channel-
specific

17.
Use data to
challenge your
assumptions
and guide
optimizations.
Follow
the data

18.
$1.42
cost per acquisition

19.
$1.02
cost per acquisition

20.
$0.75
cost per acquisition

21.
$0.49
cost per acquisition

22.
6.2%
increase in
conversions

23.
126.5%
increase in
conversions

24.
14.8%
increase in
conversions

25.
68.9%
increase in
conversions

26.
Discussion