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CALPACT - Engaging Target Audiences march 15 2012


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Prepared for CALPACT Webinar

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CALPACT - Engaging Target Audiences march 15 2012

  1. 1. Using New Media Toolsfor Educating the Public &Target AudiencesMarch 2012Photo from Alameda County Food Bank
  2. 2. Today’s Discussion • Plan your work & identify effective tools for obtaining public support • Identify ways to target age groups based on usage of specific new media tools • Explore how to adjust messaging to suit different audiences/new media tools. 2
  3. 3. Laying the Foundation:Build a Strong Communications Plan 3
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  5. 5. What is success? How do you get there? • Planning now means success later • Do a few things really well – prioritize • Stay focused on your goals • Use the media & dissemination strategies to achieve them. Slide
  6. 6. Make a Plan to Communicate • Make communications an organizational priority & write it down • Think “Dissemination” not “Media Relations” – Go beyond the media – Own your target audiences • Utilize proven resources/Ask for help – – Communications Trainings – Ask your team Slide
  7. 7. Finding Your AudienceWho is your KEY AUDIENCE? – What is their age? – What is their socio-economic background? – Where do they live? – Who do they look to for information ? – What else?How READY are they to hear whatyou are saying?What are they already thinkingabout you? 7
  8. 8. Activity – Communications Planning in a BoxUnderstanding the 5 basic questions in any communications interaction. What’s your news? - What is your path to reach your vision? Be specific. - What is your “Solution” or “Call to Action?” Who is sharing it? - What voices can you access? - How are you unique? - What “role” are you playing? •Pick just ONE of these and answer it now 8
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  10. 10. Using Social Media to Reach Your Engagement Goals 10
  11. 11. Take Your Audience on a JourneyNote – one approach of many 11
  12. 12. How You Will Measure Success (From Last Time) 12
  13. 13. The Power of Video SharingYoutube is 3rd most popularwebsite in U.S.Videos can produce immensetraffic and interest.•Beyonce’s “Move Your Body” videoraised profile of the First Lady’s “Let’sMove” Campaign to stop child obesity.•Official video has over 18,000,000 viewsand over 60,000 likes.•What videos do you ALREADY have? 13
  14. 14. The Reach of Facebook• 800+ million people on Facebook• Far and away the most popular social media platform. 14
  15. 15. New Opportunities on Facebook“Timeline” – Facebook’s new hyper-visual format provides opportunityfor increased engagement &education“Frictionless Sharing” oNew apps automatically post updates of activities as status updates. oGives nonprofit activity a higher profile with apps such as “Causes.” oShares news of donations and poll and contest votes with users networks. 15
  16. 16. Twitter300+ million people on TwitterAddictive platform that allowsposts of 140 characters or lessTwitter communities are oftenespecially responsive andconversations have aninstantaneous quality 16
  17. 17. Using Twitter to Educate• Like: Build a community by carefully selecting and using hashtags• Join: Twitter “chats” – scheduled blocks of time to discuss an issue using the same hashtag• Lead: “Twitter Storming” – Have lots of people tweet the same message at a public figure 17
  18. 18. Pinterest for Visual Education• Virtual pinboard with a visual and clean format.• Focus is on the visual, not the informational• Nonprofits like the Association of Public Assn. for Public Health’s “Science Health Libraries are doing as Art” Pinterest Page great things! 18
  19. 19. Tumblr for Educating Through Sharing• Microblogging platform with over 50 million blogs• Great way for your audience to tell their stories• Focus is on the visual• Works best as a single- Image from “We are the 99%” issue platform 19
  20. 20. Email to Share Information• Email is still the most effective social media tool.• Open rates for newsletter emails approx. 20% (higher response rate than other social media). • TIPS: o Establish a tone that readers can relate to. o Use eye-catching subject lines. o Keep it short and sweet. Ten words or less for easy legibility in most email services. o Include one straightforward “ask” in your emails and one-click actions. o Send e-blasts when most people are likely to read them – during work hours. 20
  21. 21. News Stories Can Open a Dialogue• News stories provide pre- packaged content.• Use the current news stories to raise awareness about your cause• Connect with your public in a way that feels relevant• Share news stories on:  Facebook Planned Parenthood  Twitter  Email newsletters  Tumblr 21
  22. 22. Case Study In Engaging the Public:Alameda County Food Bank Watch how they make it about more than cans 22
  23. 23. Try Something New on Lots ofPlatforms (for Fundraising)
  24. 24. Make NewsTarget AudiencesMake it Easy 24
  25. 25. TwitterCelebrityWebsite Payoff
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  27. 27. New WaysTo Engage &Build Teams /Community
  28. 28. Case Study In Engaging the Public:Alameda County Food Bank How many pieces of the puzzle can you put together to reach your target audience? 28
  29. 29. Adjusting Messages to Different Audiences 29
  30. 30. Where Is Your Audience?Pew 2010 Slide 3
  31. 31. Where Is Your Audience? Slide 3
  32. 32. Opportunities for Educating Students • Meet students where they are – text & social networking • Ask, ask ask – for help, for advice • Simple questions = complex answers “What has this program meant to you?” • Make what you already do work for students • Make engaging easy - help them help you 32
  33. 33. Reality Check on the Students CHPC 33 Pew 2010
  34. 34. Reality Check on the Students 75% of 12-17 year-olds now own cell phones 73% use social networking sites Here’s what is available to them •Take pictures / Share pictures •Play music & games •Exchange videos •Go online •Access social network sites •Use email 34
  35. 35. Reality Check on the Students More from Pew 21% of teens who do not otherwise go online say they access the internet on their cell phone. 41% of teens from households earning less than $30,000 annually say they go online with their cell phone. 44% of African American teens and 35% of Latino teens use their cell phones to go online, compared with 21% of white teens. 35
  36. 36. Reality Check on the StudentsFacebook Stats CHPC 36
  37. 37. Reality Check on Millennials (Ages 18-30) • 50 Million Millennials (64% of U.S. Citizens) • More diverse than previous populations • Majority are optimistic about importance of civic engagement • Education Strongly Impacts Their Civic Participation • Are interested in skill-building when engaging with an organization 37
  38. 38. Reality Check on Millennials (Ages 18-30) • Prefer team-oriented activities, even when online • Want the instant feedback that the online community allows • Want to produce content for orgs rather than just consuming • Want to Connect with Respected Leaders when Engaging Online • Non-political participatory cultures (like Sims) lead to increased civic engagement offline 38
  39. 39. Opportunities for Engaging with Millennials • Offer a personal connection to your work • Use existing online thought leaders as spokespeople • Use mobile technology, including texting • Actively solicit user- generated content of all sorts 39
  40. 40. Opportunities for Engaging with Millennials Video •Highlight videos on the front page •Encourage anyone to create their own video content. E-mail •Use e-mail only for major announcements •1-click actions •Include multimedia •Light on text 40
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  42. 42. What’s Next for Us?JOIN US IN APRIL:New media tools for policy advocacy
  43. 43. Dan Cohen, PrincipalFull Court Press Communications 510-271-0640 @dcstpaul / @FullCourtPress