Embed Size (px)
Citation preview
Building an Engaged AudienceBy Sharing Your Story
Prepared for
March 27, 2017
So I just told a story about myself, through photographs. You now know I:● Have a son● Live in California but I’m originally from New York● Went to see poppies yesterday● Work on the Smokey Bear campaign● Run a digital-first agency● Think about content marketing on my off-hours● I’m not a solar expert● Saw a solar panel installation
6
So I just told a story about myself, through photographs. You now know I:● Have a son● Live in California but I’m originally from California● Went to see poppies yesterday● Work on the Smokey Bear campaign● Run a digital-first agency● Think about content marketing on my off-hours● I’m not a solar expert● Saw a solar panel installation
What you don’t know about the story also matters
7
HelpsGood is an agency focused on creating social good that inspires action.
We work with nonprofits, government agencies and cause marketers to produce ROI driven branding, marketing, communication and mobilization strategies that make an impact.
Our offices are in Los Angeles and Brooklyn.
9
How I Might Normally Tell Our Story
10
To Tell Your Story, Start with Who You Are
● Know your purpose○ Vision (the dream)
■ Every new home powered by solar○ Mission (what and why) - concise, outcome oriented, inclusive
■ To build affordable, energy efficient homes that create energy independent neighborhoods
○ Objectives (how much accomplished and when)■ Increase percent of homes built with solar by x%■ Increase percent a home is run by solar energy by y%■ Decrease the cost of energy efficient homes by z%
● Be brutally honest about yourself ○ What are your strengths and weaknesses?
■ Strong experience building new homes■ Limited solar interested buyer database, startup
○ Do the strengths align with your purpose and outweigh the weaknesses?
11
Then Figure Out Who You Want to Tell Your Story To
● Who is your audience○ Who and where are they?
■ High-end home buyers who are cost insensitive■ Interested in environment benefits■ High-income regions
○ What motivates and concerns them?■ Aesthetics, trendsetting, benefits, cost
● What strategies can you use to reach them? And action plans?○ Providing information and enhancing skills ○ Enhancing services and support ○ Modify access, barriers, and opportunities ○ Change the consequences of efforts○ Modify policies
■ Offline - home tours, events, in-person meetings, influencers, PR, relationships with high-end realtors, , provide incentives to referrers
■ Online - video content, emails, recommendation sites
12
Realize Your Story Doesn’t Exist in a Vacuum
● Know the landscape and competitors○ What do regulations and the supply chain look like?○ What other obstacles or opportunities are out there?○ How are competitors segmenting the market and what
opportunities exist?● Understand that you are bound by constraints
○ Time○ $○ Resources○ Language and cultural barriers○ Distribution Availability○ Recognition
● You aren’t the only one who has to tell it - recruit!○ Friends and Family○ Employees○ Partners ○ Influencers○ Press
13
What Tools Can You Use to Tell & Share Your Story
14
What Tools Can You Use to Tell & Share Your Story
15
What Tools Can You Use to Tell & Share Your Story
16
What Tools Can You Use to Tell & Share Your Story
22
Everything You Do Tells your Story
● Be emotional● Use descriptive language● Get personal● Involve your audience in the story and in telling it to others● Show don’t tell● Show what matters most● Educate + entertain● Stop bragging and start relating to your audience● Start your story in the middle
23
In Summary
● The best way to build an engaged audience is to:○ Develop your unique story○ Know it inside and out○ Decide who the best people are to hear that story○ Make sure you tell your story well on the platforms you own○ Find the platforms where your audience is○ Earn the right to tell the story on those platforms○ Inspire others to share your story (so you don’t have to…)○ Pay others to share your story
24
Additional Resources: Brand Storytelling
These books might help● The Non-Profit Narrative by Dan Portnoy● The McKinsey Way by Ethan M. Rasiel● Social Marketology by Ric Dragon● Brandraising by Sarah Durham● All Marketers Tell Stories and Purple Cow by Seth Godin
25
Additional Resources: Free/Affordable Photos
● Pixabay● Unsplash● Twenty20● StockSnap
Apps - free or low cost● Ripl● Typic● Canva● Adobe Spark Post● GifsArt● Word Swag
Email Newsletters● Revue● Curata● Curated
Social● Zoomph● Zoho
Influencer Management● JuliusWorks● Traacker
Long Form Writing● ClearVoice
PR● PressRush● A News Tip● Outbrain
Sales Pipelines and Marketing Automation● Streak● Leasius● Hubspot ● Jumplead
Keep up on New Products● Product Hunt and in particular check out this
curated list
26
Additional Resources: Solar Content Examples
Association pages● The Solar Foundation● Solar Energy Industry Association● American Council on Renewable Energy
Examples of videos describing solar● https://youtu.be/_BXf_h8tEes● https://youtu.be/mjBk2A6fdO4 ● http://businessfeed.sunpower.com/business-feed/3-types-onsite-co
mmercial-solar-installations● https://www.sunrun.com/go-solar-center/solar-videos/what-is-net-
metering-how-does-it-work● https://youtu.be/L8-JcEFtfzw● https://www.youtube.com/watch?v=0elhIcPVtKE● http://www.solarinyourcommunity.org/● https://youtu.be/BtbASIJmsjE (Australia gov)● https://youtu.be/M6qCb8EZARM
USDA - Smokey Bear
Social Strategy, Content Marketing and Production and Site Development
● Led content strategy and marketing since 2010● Developed digital messaging guidelines, voice,
content production and marketing for Smokey that is now driving approach for all platforms
● Grew Smokey’s Facebook from 17K to 330K+● Launched on every major social platform● Won Webbys and Shortys and we won a Gold
Smokey Bear Award for the impact our work had on a national level
● Jumped on real-time moments like Grammy Awards and Pharrell’s hat, which resulted in 58M impressions traditional and digital PR
● Produced low-budget content with results that beat out high budget PSAs.
28
The Partnership for Drug-Free Kids
Branding and Messaging, Digital Strategy, Content Strategy, Operations, Development, Marketing & Communications Consulting, Content Production
● In progress on yearlong rebranding effort based on initial McKinsey study
● Guiding organization through seismic shift in mission, messaging, audiences and engagement tactics, programs, operations, fundraising and marketing
● Working with C-level team and Board to redirect the entire organization’s focus
● Produced new strategy and implementation plan, getting buy-in from all stakeholders
● Implementing on plans with HG staff, internal staff including training, external partners and vendors, execs and board
● Note, this project is very similar to the Epilepsy Foundation’s.
29
Perkins - Breaking Down Barriers for the Blind
Branding, Visual Identity, Marketing and Communications Strategy, Content Production & Marketing and Site Development
● Initially assigned to just run social we soon were leading this engagement
● Developed launch strategy and ongoing management of nationwide blindness awareness campaign over the past 2 years
● Shaped branding, messaging and visual identity to be distinct from the Perkins School for the Blind
● Engaged partners around new rallying cry● Built site, UGC social tools and other assets ● Developed relationships with influencers,
advocates and amplifiers like Upworthy● Manage ongoing donated and paid media
budgets.30
United Way - Advancing Common Good
Branding, Digital Strategy, Content Marketing and Production, Visual Development and Site Dev
● Developed digital, mobile and social strategy plans for national HQ & 1,200 local offices
● Led multiple training sessions to communicate new digital strategy across organization
● Produced social, online, mobile, print, email content and partner toolkits
● Created best practices councils, cultivated from different local offices, charged with developing, implementing and measuring new marketing strategies - resulted in improved local buy-in to national initiatives
● Helped local offices and partners repurpose content, providing easy ways to stay true to master brand and messaging platforms
● Built donation focused sites to funnel one-time gifts, workplace giving & other paths.
31
Ad Council - Love Has No Labels - Diversity
Digital Strategy, Branding and Messaging Platform Development, Community Engagement and Constituent Mobilization
● Led the digital launch and multi-year efforts to promote diversity and inclusion across America by engaging people in addressing their implicit bias around gender, orientation, race, age, religion, ethnicity, illness and/or disability
● Developed branding programs, messaging platforms, content marketing strategies and managed a rapidly growing community
● Resulted in second most viral social good campaign in US history, Emmy, Webby, Mashable and other awards
● Led UGC digital activations with submitted stories, content, and participation in-person mobilization events.
32
NYCA - Autism Services
Rebranding, Marketing Strategy, Digital Strategy & Community Engagement and Activation
● Client for 5+ years - helping to further their mission to help people living with autism across the spectrum
● Developed marketing, PR, advertising and digital strategy for the organization with an emphasis on its gala with Comedy Central
● Leveraged organic/viral opportunity - Twizzler Challenge that led to dramatic increases in site traffic, social followings & media impressions
● Email open rates averaged above 20% throughout year with dramatic increase in average donation rate and donation size
● Donations received both online and offline was 400% over NYCA’s prior year
● In 2017, we’re leading rebranding, renaming and site redevelopment for NYCA.
33
