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The Secret to Building Communities Online

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Blue State Digital, Ad Council, and the California Hospital Association discuss the future of online community-building and digital advocacy. We're sharing best practices and lessons learned that will help you engage your supporters around your organization or cause.

In this presentation, we'll cover how to:
- Create people-focused “digital-first” strategy
- Design digital “touch points” to mobilize supporters
- Leverage big data to drive peer-to-peer advocacy
- Translate online community-building into real-world activities
- Set metrics for tracking success

Presenters:

Nate Byer, Blue State Digital
Anne O'Rourke, California Hospital Associations
Kate Emanuel, Ad Council

Published in: Government & Nonprofit
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The Secret to Building Communities Online

  1. 1. 1© Blue State Digital | Proprietary and Confidential The Secret(s) to Building a Community! ! ! #DigiAdvocacy!
  2. 2. 1. About us! 2. Three steps to building a community! 3. Discussion! ! © Blue State Digital | Proprietary and Confidential 2 Kate Emanuel! Ad Council! Anne O’Rourke! California HospitalAssociation
 Nate Byer ! Blue State Digital! ! Agenda and Introductions #DigiAdvocacy
  3. 3. 1! About us © Blue State Digital | Proprietary and Confidential 3#DigiAdvocacy
  4. 4. Hi, I’m Kate.! Senior Vice President, Nonprofit and Government Relations! Ad Council! @AdCouncil © Blue State Digital | Proprietary and Confidential 4 About us #DigiAdvocacy
  5. 5. Hi, I’m Anne.! Senior Vice President, Federal Relations! California Hospital Association ! @CalHospitals © Blue State Digital | Proprietary and Confidential 5 About us #DigiAdvocacy
  6. 6. Hi, I’m Nate.! Strategy Director! Blue State Digital! @NateByer © Blue State Digital | Proprietary and Confidential 6 About us #DigiAdvocacy
  7. 7. 2! Three steps to community mobilization © Blue State Digital | Proprietary and Confidential 7#DigiAdvocacy
  8. 8. Before we start, what do we mean by community?! © Blue State Digital | Proprietary and Confidential 8 Three steps to community mobilization #DigiAdvocacy
  9. 9. Audiences share a common point of attention. ! ! Communities share a common purpose (and recognize this).! © Blue State Digital | Proprietary and Confidential 9 Three steps to community mobilization #DigiAdvocacy
  10. 10. Some things are just marketing campaigns, and that’s okay.! ! © Blue State Digital | Proprietary and Confidential 10 Three steps to community mobilization #DigiAdvocacy
  11. 11. But we’re here to talk through building a sustained, active, and influential community that will benefit your organization for the long-haul. © Blue State Digital | Proprietary and Confidential 11 Three steps to community mobilization #DigiAdvocacy
  12. 12. © Blue State Digital | Proprietary and Confidential 12 Three steps to community mobilization #DigiAdvocacy
  13. 13. Step 1: ! ! Set an achievable goal. © Blue State Digital | Proprietary and Confidential 13 Three steps to community mobilization #DigiAdvocacy
  14. 14. © Blue State Digital | Proprietary and Confidential 14 Three steps to community mobilization #DigiAdvocacy
  15. 15. Step 2: ! ! Define a unique value. © Blue State Digital | Proprietary and Confidential 15 Three steps to community mobilization #DigiAdvocacy
  16. 16. © Blue State Digital | Proprietary and Confidential 16 Three steps to community mobilization #DigiAdvocacy
  17. 17. Step 3:! ! Develop entry points and actions for your community. © Blue State Digital | Proprietary and Confidential 17 Three steps to community mobilization #DigiAdvocacy
  18. 18. ! ! (This is the fun part.) © Blue State Digital | Proprietary and Confidential 18#DigiAdvocacy
  19. 19. Create unique content! ! ! © Blue State Digital | Proprietary and Confidential 19 Three steps to community mobilization #DigiAdvocacy View the animation on the next slide
  20. 20. Develop action-oriented campaigns © Blue State Digital | Proprietary and Confidential 20 Three steps to community mobilization #DigiAdvocacy
  21. 21. Tell real stories! © Blue State Digital | Proprietary and Confidential 21 Three steps to community mobilization #DigiAdvocacy
  22. 22. Recap: 3 steps! Set an achievable goal! Define a unique value! Develop ample entry points! © Blue State Digital | Proprietary and Confidential 22 Three steps to community mobilization #DigiAdvocacy
  23. 23. Building smart campaigns © Blue State Digital | Proprietary and Confidential 23 #DigiAdvocacy
  24. 24. © Blue State Digital | Proprietary and Confidential 24 Optimizing Marketing Experimentation 1. Cross-departmental coordination 2. Data integration and audience modeling 3. Success metrics, optimization and experimentation Strategy
 1. Strategic alignment 2. Data integration and audience modeling 3. Success metrics, optimization, experimentation Modeling Data Integration Optimizing Marketing Experimentation Building smart campaigns #DigiAdvocacy
  25. 25. © Blue State Digital | Proprietary and Confidential 25 Strategy
 Modeling Data Integration Optimizing Marketing Experimentation 1. Cross-departmental coordination 2. Data integration and audience modeling 3. Success metrics, optimization and experimentation Strategy
 2. Segmentation & Data Integration 3. Success metrics, optimization, experimentation Segmentation Data Integration Optimizing Marketing Experimentation Building smart campaigns #DigiAdvocacy 1. Strategic alignment
  26. 26. © Blue State Digital | Proprietary and Confidential 26 Modeling Optimizing Marketing Experimentation 1. Cross-departmental coordination 2. Data integration and audience modeling 3. Success metrics, optimization and experimentation Strategy
 3. Optimization & Experimentation Data Integration Optimization Experimentation Building smart campaigns #DigiAdvocacy 1. Strategic Alignment 2. Segmentation & Data Integration Segmentation
  27. 27. © Blue State Digital | Proprietary and Confidential 27 Why the approach works:! Versatile: lessons extend beyond digital! Efficient: focused spend means low risk, high ROI! Responsive: adapts to changes in the field! Quantifiable: actions are guided by data, not guesswork! Building smart campaigns
  28. 28. The work © Blue State Digital | Proprietary and Confidential 28 #DigiAdvocacy
  29. 29. Deep Dive: Prop 1 Water Bond © Blue State Digital | Proprietary and Confidential 29 The work #DigiAdvocacy
  30. 30. Step 1: Set an achievable goal! ! © Blue State Digital | Proprietary and Confidential 30 The work #DigiAdvocacy
  31. 31. Step 2: Define a unique value © Blue State Digital | Proprietary and Confidential 31 The work #DigiAdvocacy
  32. 32. Step 3: Create entry points © Blue State Digital | Proprietary and Confidential 32 The work #DigiAdvocacy
  33. 33. 33© Blue State Digital | Proprietary and Confidential The work #DigiAdvocacy Results: ! ! 496,000+ ! ! 50+ featured members! ! 12,000+ OHC community advocates! ! ! CHA member stories are featured across email, social media, and the OHC site! ! ! High-barrier actions, such as outlining plan to vote & speaking out to elected officials
  34. 34. Ask us anything. © Blue State Digital | Proprietary and Confidential 34#DigiAdvocacy sales@bluestatedigital.com

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