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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 ...
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
comm...
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 advancin...
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%
T...
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
• ATAVI...
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 BREA...
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 a...
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...
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 r...
MAKE ROOM FOR
EXPERIMENTATION
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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

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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

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.

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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

  1. 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. 2. There is more opportunity for interactions 
 with audiences than ever before. THE BIG PICTURE:
  3. 3. THE OLD WAY… THE MEDIA, ADVERTISERS, ORGANIZATIONS, BUSINESSES TELL PEOPLE WHAT’S IMPORTANT. Brand Consumer
  4. 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
  5. 5. STRATEGY FIND NEW WAYS TO TELL YOUR STORY#1
  6. 6. ALIGNING COMMUNICATION ACROSS STORIES
  7. 7. REACHING BEYOND TRADITIONAL MEDIA
  8. 8. TODAYS DIGITAL LANDSCAPE • FRAGMENTED • PROLIFIC • ALWAYS CHANGING
  9. 9. HIGHLIGHTING THE PEOPLE AND THE PROJECTS YOU SUPPORT
  10. 10. STRATEGY #2 REACH THE RIGHT AUDIENCES
  11. 11. TAILOR TO YOUR AUDIENCE • Platform specificity • Design to reflect goal • Create value
  12. 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.
  13. 13. CIVIC TECH REPORT CASE STUDY RAW DATA
  14. 14. CIVIC TECH REPORT CASE STUDY ANALYSIS
  15. 15. CIVIC TECH REPORT CASE STUDY DESIGN
  16. 16. #VOTELOCALSTARTING A TWO- WAY CONVERSATION • Twitter Chat • Reddit AMA • Webinar • SMS Voting • Events
  17. 17. • BULLETS HERE • BULLETS HERE • BULLETS HERE GOING WHERE YOUR AUDIENCE GOES +67% Mobile Growth +18% Referral Growth +28% Twitter Growth +61% Facebook Referral
  18. 18. STRATEGY #3 KEEP IT SIMPLE
  19. 19. • BULLETS HERE • BULLETS HERE • BULLETS HERE BEING A CONTENT CREATOR
  20. 20. • BULLETS HERE • BULLETS HERE • BULLETS HERE EASY TO USE TOOLS • CANVA.COM • GIFMAKER.ME • WEVIDEO.COM • INFOGR.AM • ATAVIST.COM
  21. 21. LEVERAGING PUBLISHING PLATFORMS WITH EXISTING NETWORKS
  22. 22. STRATEGY TAP INTO YOUR NETWORKS #4
  23. 23. • BULLETS HERE • BULLETS HERE • BULLETS HERE GETTING PARTNERS TO SPREAD THE WORD
  24. 24. MAKING SOCIAL MEDIA A PRIORITY #knightcities #newschallenge
  25. 25. • BULLETS HERE • BULLETS HERE • BULLETS HERE CREATING ENGINEERED COLLISIONS • LUMA WORKSHOP • DEMO DAYS • MEET KNIGHT BREAKFAST • CONVENINGS
  26. 26. STRATEGY #5 REACT, REUSE AND INVENT
  27. 27. RESPONDING TO NEWS AND TRENDS • Be strategic about timing • Create new value for audiences that serves your goals • Have an opinion net neutrality
  28. 28. REPURPOSING YOUR CONTENT 10 basics for journalists, a listicle with purpose.
  29. 29. STRATEGY ENCOURAGE STAFF TO BE SEEN AS INFLUENCERS#6
  30. 30. PITCH STORIES THAT FOCUS ON IMPACT
  31. 31. PROPOSE STAFF FOR INTERVIEWS, SPEAKING ENGAGEMENTS
  32. 32. 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.”
  33. 33. STRATEGY #7 MEASURE YOUR PROGRESS EARLY AND OFTEN
  34. 34. METRICS
  35. 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
  36. 36. MAKE ROOM FOR EXPERIMENTATION

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