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Sample slides from a keynote presentation for Stephen Thomas / Digital Leap 2014 in Toronto
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Executing Great Digital Marketing Ideas:
Sidneyeve Matrix
From Inspiration to Action
1your mandate
2 your community
creative content
to guide and drive ideation & execution
evocative visual stories that resonate
for nonprofits, a digital marketing strategy
that fits.
3innovation partners
with a personal investment
part 1. your mandateto guide and drive
ideation & execution
Forget The Mission Statement. What's Your Mission Question?
WHAT MATTERS MORE THAN MONEY?
WHAT DOES THE WORLD NEED MOST THAT WE ARE UNIQUELY ABLE TO PROVIDE?
WHY ARE WE HERE IN THE FIRST PLACE?
~ Warren Berger
capture your ideasdevelop a system toreflect on your mandate
track great ideas using
swipe filesheadlines FAQs inspiring photos quotes news comments status updates♦ ♦ ♦ ♦ ♦ ♦
see it, save it.swipe files
visual bookmarking with
a free tool
connect the dots
to come up with new possibilities
and directions
asking different and better questions
??
!
!
between ideas
the next step is to
Creativity is combinational.
~ Maria Popova
Because
making links between seemingly unrelated ideas
i! " f#e$ too% fo# min&ma'ping
part 2. communityinnovation partners
with a personal investment
purposefulinteractionsdiverse
connections
with
Thanks Dyer & Christensen: The Innovator’s DNA
are the currency of innovation
we kn!w that
pitch pitch pitch your ideas to ✓ volunteers ✓ donors ✓ board members
✓ employees ✓ community members ✓ influencers ✓ family & friends ✓ colleagues ✓ random strangers
host a collaboratorycollaboration for innovation
structured engagement
collaboration & co-creation
idea exchange with stakeholders
“For each idea, find an owner. A team member who believes in the idea and can envision its potential.
~ Marla Gottschalk
with them
Fall in love with their problems,
not your solutions.
not for themhost a collaboratorycollaboration for innovation
innovate
listeningpractice genuine curiosity
and close observation in order to develop
monitor social conversations
empathy
activeengage in
crafting messages in the audience’s terms
build trust ~ increase buy-inand spot emerging trends
because listening is about learning, and it enables
code switching
seeking personalized customizable experiencesfrom education to commerce to social good
Source: 2013 "Undercover With College Students" study by Cheggthe "made-to-order" generation
so for example you may learn more about your GenY users’ expectations...
self-presentation via a “giving footprint” = a sense of belongingness
host a collaboratorycollaboration for innovation
and how much they value personalized opportunities for social giving...
idea exchange with stakeholders
part 3. creative contentevocative visual stories
that resonate
start with what you have on hand...audit existing information assets
reports essays slides photos articles blog posts status updates♦ ♦ ♦ ♦ ♦ ♦
break your big projects into bite-sized, mobile-optimized + social-ready pieces
m!rseli"ingresearch enables infosnacking
photosfor example, using
We tell non-profits all the time: photos are everything. “
~ Libby Leffler, Facebook's strategic partnerships manager
coherent visual narratives
vivid color andlarge
enoughto instantly resonate
Great visuals: present a brand personality
microcontent
As humans, we are helpless story junkies.
photostories“
~ Michele Weldon, Psychology Dept.
Northwestern University
“
using visual content to create conversations
pinterest-readyyour key message points
capture your ideas
message brevity:storytelling in snippets
free tool: photo-quote design
infographicseasy to understand consume and share
pinnables
infographicsfree automation tools
think like a publisherwhitepapersbrochuresreports
5-15 page length suits busy people
turn your PDF into a digital flipbook:
whitepaper templatesdesign inspiration:
1your ideas
2 your users
creative content
to guide and drive ideation & execution
evocative visual stories that resonate
a digital marketing strategy
that fits.
3innovation partners
with a personal investment
Twitter: @si!ne"e#e© Al! Right" Re"er#e$ Si$ne%e#& Matr'x 2014