Creating a Digital New Normal with Social, Design, Blogs, Online Events and More
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12 Federal Reserve Banks, government at all levels, and organizations big and small, have embraced digital communications—from social media and video to websites and blogs—to tell their stories and connect with their key audiences. But what separates those that do it as a formality from those that do it with excellence, the “meh” from the “!!!”? In this session, learn how to build a “digital-first culture” and transform your existing communications efforts to dramatic effect. With examples from public service organizations that are winning their piece of the internet, you’ll walk away empowered to shake up your digital status quo.
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Creating a Digital New Normal with Social, Design, Blogs, Online Events and More
- 1. BUILDING A DIGITAL, SOCIAL CULTURE CREATING WINNING CONTENT AND SHAKING UP YOUR DIGITAL STATUS QUO October 8, 2014
- 2. ALEX FIELD @ALEXFIELD BURNESS COMMUNICATIONS
- 3. WHAT WE’RE COVERING TODAY BUILDING A DIGITAL, SOCIAL CULTURE CREATING WINNING CONTENT MEASURE & LEARN #LEARNNOTE
- 5. BUILDING A DIGITAL SOCIAL CULTURE #LEARNNOTE
- 6. COUNTY HEALTH RANKINGS & ROADMAPS #LEARNNOTE
- 7. HOW TO CREATE WINNING CONTENT #LEARNNOTE
- 8. SOCIAL CONNECTION ENTERTAINMENT / INFORMATION UTILITY
- 9. CREATING WINNING CONTENT Social Media Micro-Content Data Visuals Photography Video Blogs Events #LEARNNOTE
- 10. SOCIAL MEDIA MICRO CONTENT
- 11. VISUAL
- 14. NATIVE
- 17. AUTHENTIC VOICE
- 19. TELLS A STORY
- 21. ONE CLEAR ACTION
- 22. CREATING WINNING CONTENT DETAILS MATTER Intriguing Headline and Description (Write and rewrite) Excellent Photo (MUST-have; you can upload your own) Description Field (You can edit! But don’t give it all away here)
- 23. QUESTIONS TO ASK WHEN CREATING FACEBOOK CONTENT. 1. Is the text too long? Is it provocative, entertaining, or surprising? 2. Is the photo striking and high quality? 3. Is the logo visible? 4. Have we chosen the right format for the post? 5. Is the call to action in the right place? 7. Are we asking too much of the person consuming this content? Credit: The fantastic Gary Vaynerchuk, “Jab, Jab, Jab, Right Hook” #LEARNNOTE
- 24. MAXIMIZING YOUR TIME ON TWITTER SOURCE IDEAS Create lists, follow hashtags, listen, read FIND ACTIVE CONVERSATIONS Search for existing people and tweets on topics you care about. REACH OUT Cold contact is normal. Acknowledge, respond, thank, favorite, and RT freely—they’ll notice. AMPLIFY OTHERS Remember to jab! Build relationships and be useful.
- 25. #LEARNNOTE CHECKLIST: SOCIAL MEDIA MICRO CONTENT Jab, jab, jab… then right hook Become a local; nail the context Always include strong visuals Execute on the details Join and participate Experiment and gauge response #LEARNNOTE
- 27. CREATING WINNING CONTENT VISUAL STORYTELLING The importance of the social determinants of health Area-based measures of poverty and deprivation have been found to be associated with health outcomes after adjustment for individual-level factors. Additional studies have suggested that neighborhood-level variables may also shape the distribution of health-related behaviors, although other studies have found little evidence of area effects. #LEARNNOTE
- 28. Where we live, learn, work and play can have a greater impact on how long and how well we live than medical care.
- 29. Our ZIP code may be more important to our health than our genetic code.
- 31. CREATING WINNING CONTENT WHY CREATE DATA VISUALS? ACTION Compel people to take action INFORMATION Enlighten people with new information, and explain complex issues CHALLENGE ASSUMPTIONS Force people to question their preconceived notions #LEARNNOTE
- 32. CREATING WINNING CONTENT WHAT MAKES A VISUAL COMPELLING? TELLS A STORY HUMANIZES DATA SHOWS A PATTERN OR RELATIONSHIP #LEARNNOTE
- 33. FOCUS ON THE KEY DIFFERENCE IDENTIFY What is the takeaway that you want your audience to remember? EMPHASIZE Use color to make your key takeaway glow. Think creatively about design to further highlight your point.
- 34. CREATING WINNING CONTENT USE THE RIGHT KIND OF CHART TRENDS OVER TIME? Line graph COMPARE GROUPS? Bar/column graph GEOGRAPHIC DATA? Map PARTS OF A WHOLE? Pie (cookie) chart #LEARNNOTE
- 35. AVOID COMPLEXITY “When we understand that slide, we'll have won the war” - Gen. Stanley McChrystal, U.S. and NATO force commander CREATING WINNING CONTENT
- 36. CREATE VISUALS OF RESULTS, NOT PROCESS Not HOW YOU GOT THERE But WHAT YOU’VE LEARNED Use the APPENDIX
- 37. CREATING WINNING CONTENT WRITE CLEAR, COMPELLING HEADLINES #LEARNNOTE
- 38. CREATING WINNING CONTENT THINK CREATIVELY ABOUT DESIGN #LEARNNOTE
- 39. CREATING WINNING CONTENT RESOURCES AND TOOLS • Datawrapper • Mapbox • Flowing Data • Information is Beautiful • Good.is • Economist Chart Blog • Vox #LEARNNOTE
- 40. #LEARNNOTE CHECKLIST: CREATING A DATA VISUAL Decide on a focal point Identify the right data Consider how it will be used Create a mockup Test it on friends and colleagues Design it #LEARNNOTE
- 42. CREATING WINNING CONTENT RULE OF THIRDS #LEARNNOTE
- 43. CREATING WINNING CONTENT FOREGROUND #LEARNNOTE
- 44. CREATING WINNING CONTENT TELL A STORY #LEARNNOTE
- 45. CREATING WINNING CONTENT BREAK THE RULES #LEARNNOTE
- 46. CREATING WINNING CONTENT USE TEXT OVERLAYS #LEARNNOTE
- 47. CREATING WINNING CONTENT SOURCES • Creative Commons • Wikimedia Commons • Freelancers • iPhones • Staff talent • Crowdsourced • Social media • Video shoots #LEARNNOTE
- 48. CREATING WINNING CONTENT EDITING TOOLS • Canva (web) • Pixlr (web) • Over (iOS) • Picframe (iOS) • Photoshop (desktop) • Instagram (mobile) #LEARNNOTE
- 49. #LEARNNOTE CHECKLIST: USING PHOTOGRAPHY Choose great source material Always be capturing Crop and edit wisely Tweak to add focus and character Tag people and places Experiment #LEARNNOTE
- 51. CREATING WINNING CONTENT WHAT MAKES A BLOG SUCCESSFUL? AUDIENCE OBSESSED TIMELY NEVER BORING SHOWS AND EXPLAINS CONNECTED TO THE OUTSIDE WORLD #LEARNNOTE
- 52. CREATING WINNING CONTENT BLOGS: POST IDEAS PERSPECTIVES Share unique insights that will fascinate your audience NEWS/TIMELY Comment on current stories, frame your content around the news environment GUEST COMMENTARY Invite different perspectives, do Q&As, share stories of your work through the voice of those who are most affected CURATED CONTENT Share what inspires you from social media and around the web #LEARNNOTE
- 53. #LEARNNOTE CHECKLIST: BUILDING A SUCCESSFUL BLOG Analyze your audience Create an editorial calendar Experiment with different types of posts Incorporate visuals always Connect posts to current events Incorporate social media #LEARNNOTE
- 55. CREATING WINNING CONTENT ADVANTAGES OF ONLINE EVENTS BIG OR SMALL From a live event broadcast to an impromptu Twitter chat WIDE REACH Lower the barrier to participation, open your event to everyone on your email/social media lists SOCIAL PARTICIPATION Treat online viewers just like in-person viewers LASTING IMPACT Permanent recording, and contact info for participants #LEARNNOTE
- 56. CREATING WINNING CONTENT ONLINE EVENT TYPES LIVE EVENT WEBCASTS WEBCAST-ONLY EVENTS GOOGLE HANGOUTS ON AIR TWITTER CHATS WEBINARS #LEARNNOTE
- 57. #LEARNNOTE CHECKLIST: HOSTING ONLINE EVENTS Use online registration system to gather robust data Choose a distinctive hashtag Test and get comfortable with the technology Incorporate branding/visuals Encourage live participation Share the recap/recording #LEARNNOTE
- 58. VIDEO CREATING WINNING CONTENT #LEARNNOTE
- 60. HOW TO MEASURE & LEARN #LEARNNOTE
- 63. A NEW FRAMEWORK UP FRONT WORK: OBJECTIVE: STAKEHOLDER ENGAGEMENT DEFINE GOALS DEFINE AUDIENCE DEFINE BENCHMARKS DEFINE METRICS THE MAGIC: • Social media sharing by targets • Message pickup in social • Engagement with social content • Email open rates and clicks • Event registration and participation • Percent increase in email sign ups • Visits to key sections of website • Goal conversions on website MEASURE & LEARN #LEARNNOTE
- 64. ANALYTICS AND MONITORING TOOLS WEB • Google Analytics • Occam’s Razor by Avinash Kaushik (blog) • KISSmetrics • Compete.com SOCIAL • SproutSocial • Radian6 • Tweetreach • Topsy • Hashtracking • Crowdbooster MEASURE & LEARN #LEARNNOTE
- 65. #LEARNNOTE
Editor's Notes
- CHANGE THE TITLE AND SUBTITLE
- Our work begins with Research and messaging Translate that research in a way that would make decisionmakers care; so that we can do something about it.
- Using Data to Make the Case: A short distance to large disparities in health Creating infographics to make complex stories understandable by large audiences, community level information
- Can you do the same with a hospital?
- Understands and delivers what they want, not just what you want to say; constantly learning Never boring. If it’s boring and you’re getting paid to create it? Come up with a new concept.