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Nonprofit Technology Conference Presentation: Content Creation

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As tweets and snaps move at the speed of light, so do today’s digital consumers. You have nanoseconds to capture someone’s attention over email.

You can’t just deliver your content over mobile anymore; you have to create quick-hitting digital experiences. That means your content looks like Tumblr and interacts effortlessly like Medium, pairing the right words—and sometimes no more than 10 of them—with a single powerful image.

Join Emily Lockwood, a Senior Program Officer for the Bill & Melinda Gates Foundation’s education initiatives, Bob Albrecht, a Vice President at Anne Lewis Strategies, and Adva Priso, an Associate Vice President at Anne Lewis Strategies for a how-to on creating content that motivates action in the mobile-first world.

Published in: Marketing

Nonprofit Technology Conference Presentation: Content Creation

  1. 1. Digital Content Creation 2017 Nonprofit Technology Conference 3/23/2017
  2. 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. 3. The Basics Teacher2Teacher: A community for teachers, built with teachers
  4. 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. 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. 6. Build trust. Motivate. 
 Model. Provide resources. All in the voice of a teacher.
  7. 7. Build trust … these are your people
  8. 8. Model collaboration and leadership … if they did it, I can do it
  9. 9. Practice … the best resources, bottom up
  10. 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. 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. 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. 13. Elements of 
 content creation
  14. 14. Use no more words than are necessary. Be clear and concise
  15. 15. Choose photos that help tell your story. Convey emotion
  16. 16. Use the functionalities that make each medium unique. Be channel- specific
  17. 17. Use data to challenge your assumptions 
 and guide optimizations. Follow 
 the data
  18. 18. $1.42 cost per acquisition
  19. 19. $1.02 cost per acquisition
  20. 20. $0.75 cost per acquisition
  21. 21. $0.49 cost per acquisition
  22. 22. 6.2% increase in conversions
  23. 23. 126.5% increase in conversions
  24. 24. 14.8% increase in conversions
  25. 25. 68.9% increase in conversions
  26. 26. Discussion

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