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The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan
The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
Similar to The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan
The Digital Advantage: How to Create Better, Smarter, Cheaper Communications Campaigns in the Age of Tech by Alejandro de Onís & Anusha Alikhan
1.
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
2.
There is more opportunity for interactions
with audiences than ever before.
THE BIG PICTURE:
3.
THE OLD WAY…
THE MEDIA, ADVERTISERS,
ORGANIZATIONS, BUSINESSES
TELL PEOPLE WHAT’S
IMPORTANT.
Brand Consumer
4.
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
11.
TAILOR TO YOUR
AUDIENCE
• Platform specificity
• Design to reflect goal
• Create value
12.
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.
16.
#VOTELOCALSTARTING A TWO-
WAY CONVERSATION
• Twitter Chat
• Reddit AMA
• Webinar
• SMS Voting
• Events
17.
• BULLETS HERE
• BULLETS HERE
• BULLETS HERE
GOING WHERE
YOUR AUDIENCE
GOES
+67%
Mobile
Growth
+18%
Referral
Growth
+28%
Twitter
Growth
+61%
Facebook
Referral
35.
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