So, right now you can...
Easily update your website / blog (CMS)
Collect, manage email addresses (eCRM)
Send bulk email
Create online “actions” via toolset
Share content via third party social media
But now you’re ready to...
Bring all the pieces together
Be more strategic with your online resources
Sustain online engagement
Step 1your moment
Is it timely? Relevant?
Connection to larger campaign narrative?
What’s your lens on it?
Can it survive telephone game? (Is it WOM-ready?)
Content rich? Photos, video, stories?
Step 2 your ask
Only one (sorry)
You have 3 secs: What’s the “crisitunity”!?
Is your theory of change legit? Real world impact?
Goals and timeline: What’s needed – by when? –
for maximum impact?
Goals: Now what’s your public goal? Milestones?
Pick one: Quality or Quantity?
Steptoss it up online
Step 4 and Promo
Your Own Email list(s), blog, website, video, [phones]
Assets Social media: twitter, FB, YT, etc
Traditional PR activities
Outreach to bloggers & online in uencers
Targeted Search, Blog Ads, [Co-Reg]
If large budget, explore: Display ads
Email swaps, content (blog), links
Start with allies; think of their their needs/wants
Research followed by outreach to related
Step 5the numbers
Email open, action, conversion rates
Website metrics -- any choke points?
Paid media (online ads) conversion
User feedback -- the good and the bad
IMPT: track metrics that map to your overall
objectives; it’s too easy to get sidetracked with
in nite online metrics
Communicate progress (photos, video)
individual action –> collective action –> progress
Follow-up with action takers: personal, targeted
Next action? eg. TAF, contribute (but keep it real)
Introduce other channels (twitter, blog, etc)
What’s next? Connect to broader narrative,
1 Seize your moment
2 De ne your ask
3 Setup the online action, copy, assets
4 Outreach and promotion
5 Watch the numbers, metrics
6 Close the loop, follow up
Our best practices and how-to guides:
The next NOI Webinars, of course!
Progressive Exchange email list:
silbatron [twitter] www.echoditto.com