The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan

KDMC
KDMCKnight Digital Media Center
THE DIGITAL ADVANTAGE:
H O W TO C R E AT E B E T T E R , S M A RT E R , C H E A P E R 

C O M M U N I CAT I O N S CA M PA I G N S I N T H E AG E O F T EC H
There is more opportunity for interactions 

with audiences than ever before.
THE BIG PICTURE:
THE OLD WAY…
THE MEDIA, ADVERTISERS,
ORGANIZATIONS, BUSINESSES
TELL PEOPLE WHAT’S
IMPORTANT.
Brand Consumer
THE NEW WAY…
PEOPLE TELL OTHER
PEOPLE WHAT’S
IMPORTANT.
*Buzzfeed’s BWN (bored at work network)
•New networked way of
communications
•Supporters become your best
messengers
•Beyond telling people what we do,
we listen and respond to our
audience
STRATEGY FIND NEW WAYS TO TELL
YOUR STORY#1
ALIGNING
COMMUNICATION
ACROSS STORIES
REACHING BEYOND
TRADITIONAL
MEDIA
TODAYS DIGITAL LANDSCAPE
• FRAGMENTED
• PROLIFIC
• ALWAYS CHANGING
HIGHLIGHTING THE PEOPLE
AND THE PROJECTS YOU
SUPPORT
STRATEGY
#2
REACH THE RIGHT
AUDIENCES
TAILOR TO YOUR
AUDIENCE
• Platform specificity
• Design to reflect goal
• Create value
CIVIC TECH REPORT
CASE STUDY
Civic tech funders: More than $430 million invested in tech
organizations focused on advancing civic tech since 2011.
Open Data Buffs: New report offers data-driven approach for doing
social sector research.
Civic tech field, open government practitioners: Knight Foundation
invites people to help expand study of civic tech investments.
Citizens: Strange bedfellows or yin and yang? What Sunlight
Foundation and Airbnb have in common.
All: Pulling back the curtain on civic tech: interactive map invites
users to explore investments across multiple areas of civic tech.
CIVIC TECH REPORT
CASE STUDY
RAW DATA
CIVIC TECH REPORT
CASE STUDY
ANALYSIS
CIVIC TECH REPORT
CASE STUDY
DESIGN
#VOTELOCALSTARTING A TWO-
WAY CONVERSATION
• Twitter Chat
• Reddit AMA
• Webinar
• SMS Voting
• Events
• BULLETS HERE
• BULLETS HERE
• BULLETS HERE
GOING WHERE
YOUR AUDIENCE
GOES
+67%
Mobile
Growth
+18%
Referral
Growth
+28%
Twitter
Growth
+61%
Facebook
Referral
STRATEGY
#3 KEEP IT SIMPLE
• BULLETS HERE
• BULLETS HERE
• BULLETS HERE
BEING A CONTENT
CREATOR
• BULLETS HERE
• BULLETS HERE
• BULLETS HERE
EASY TO USE
TOOLS
• CANVA.COM
• GIFMAKER.ME
• WEVIDEO.COM
• INFOGR.AM
• ATAVIST.COM
LEVERAGING PUBLISHING
PLATFORMS WITH EXISTING
NETWORKS
STRATEGY TAP INTO YOUR
NETWORKS
#4
• BULLETS HERE
• BULLETS HERE
• BULLETS HERE
GETTING PARTNERS
TO SPREAD THE WORD
MAKING SOCIAL
MEDIA A PRIORITY
#knightcities
#newschallenge
• BULLETS HERE
• BULLETS HERE
• BULLETS HERE
CREATING
ENGINEERED
COLLISIONS
• LUMA WORKSHOP
• DEMO DAYS
• MEET KNIGHT BREAKFAST
• CONVENINGS
STRATEGY
#5
REACT, REUSE
AND INVENT
RESPONDING TO NEWS AND
TRENDS
• Be strategic about timing
• Create new value for audiences
that serves your goals
• Have an opinion
net neutrality
REPURPOSING YOUR CONTENT
10 basics for journalists, a listicle
with purpose.
STRATEGY
ENCOURAGE STAFF
TO BE SEEN AS
INFLUENCERS#6
PITCH STORIES THAT
FOCUS ON IMPACT
PROPOSE STAFF FOR
INTERVIEWS, SPEAKING
ENGAGEMENTS
ENCOURAGE STAFF TO BE
BRAND AMBASSADORS
“I mean, how could
this guy be in two
places at the same
time? I had to get to
the bottom of it.”
STRATEGY
#7
MEASURE YOUR
PROGRESS EARLY
AND OFTEN
METRICS
USING METRICS TO
TRACK ENGAGEMENT
• Go beyond clicks and page views
• Think about time on site
• Do you know your bounce rate?
• Track social media insights
MAKE ROOM FOR
EXPERIMENTATION
1 of 36

More Related Content

Viewers also liked(8)

Jared Stephen WilliamsJared Stephen Williams
Jared Stephen Williams
Peyton Nichele222 views
CNPqCNPq
CNPq
John Victor240 views
ROLE OF E- BANKING IN CURRENT SCENARIOROLE OF E- BANKING IN CURRENT SCENARIO
ROLE OF E- BANKING IN CURRENT SCENARIO
International Journal of Technical Research & Application475 views
FFP - Manual_Organization of PLA with religious leadersFFP - Manual_Organization of PLA with religious leaders
FFP - Manual_Organization of PLA with religious leaders
Nathalie Reijer van Schagen217 views
Personajes HistoricosPersonajes Historicos
Personajes Historicos
MillerMurcia98193 views
Diary of p5 faith elainneDiary of p5 faith elainne
Diary of p5 faith elainne
TLeeTSIS132 views
Ashfaque CV 2016-2Ashfaque CV 2016-2
Ashfaque CV 2016-2
Ashfaque Shaikh226 views

Recently uploaded(20)

CWP_23995_2013_17_11_2023_FINAL_ORDER.pdfCWP_23995_2013_17_11_2023_FINAL_ORDER.pdf
CWP_23995_2013_17_11_2023_FINAL_ORDER.pdf
SukhwinderSingh895865480 views
Nico Baumbach IMR Media ComponentNico Baumbach IMR Media Component
Nico Baumbach IMR Media Component
InMediaRes1368 views
ICANNICANN
ICANN
RajaulKarim2061 views
Material del tarjetero LEES Travesías.docxMaterial del tarjetero LEES Travesías.docx
Material del tarjetero LEES Travesías.docx
Norberto Millán Muñoz60 views
Sociology KS5Sociology KS5
Sociology KS5
WestHatch52 views
ICS3211_lecture 08_2023.pdfICS3211_lecture 08_2023.pdf
ICS3211_lecture 08_2023.pdf
Vanessa Camilleri79 views
Industry4wrd.pptxIndustry4wrd.pptx
Industry4wrd.pptx
BC Chew157 views
NS3 Unit 2 Life processes of animals.pptxNS3 Unit 2 Life processes of animals.pptx
NS3 Unit 2 Life processes of animals.pptx
manuelaromero201394 views
Lecture: Open InnovationLecture: Open Innovation
Lecture: Open Innovation
Michal Hron94 views
Gopal Chakraborty Memorial Quiz 2.0 Prelims.pptxGopal Chakraborty Memorial Quiz 2.0 Prelims.pptx
Gopal Chakraborty Memorial Quiz 2.0 Prelims.pptx
Debapriya Chakraborty479 views
Class 10 English  lesson plansClass 10 English  lesson plans
Class 10 English lesson plans
TARIQ KHAN189 views
Dance KS5 BreakdownDance KS5 Breakdown
Dance KS5 Breakdown
WestHatch53 views
Education and Diversity.pptxEducation and Diversity.pptx
Education and Diversity.pptx
DrHafizKosar87 views
BYSC infopack.pdfBYSC infopack.pdf
BYSC infopack.pdf
Fundacja Rozwoju Społeczeństwa Przedsiębiorczego160 views
AI Tools for Business and StartupsAI Tools for Business and Startups
AI Tools for Business and Startups
Svetlin Nakov74 views
231112 (WR) v1  ChatGPT OEB 2023.pdf231112 (WR) v1  ChatGPT OEB 2023.pdf
231112 (WR) v1 ChatGPT OEB 2023.pdf
WilfredRubens.com118 views

The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan