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Nonprofit Technology: Engaging Your Audience in
Social Media
ALDE Conference
Overview 5ivecanons Listening Strategy Creative Distribution Optimization Discussion and Q/A session
Agency Preface
Core Perception is reality Have a vision Everything in iterations Stick to the brief There is no formula to success There is a process
5ivecanons
The agency is called “five canons,” to serve as a reminder that our process is more important than our surnames.
Listening
Creep on someone
Listening (Discovery Phase)
Audience Data Demographics Psychographics Connections
Brand Research Competitive Analysis Persona and Voice Media Assessment Influencers
Strategy
Strategy
Pre-Strategy Strategy Assess your data Organize the information Take the time to understand data Make a pie chart
Strategy
Check List Goals SWOT Budget Media Assessment Scope Creative Brief Editorial Plan Digital Strategy
Strategy
SWOT Strengths Weaknesses Opportunities Threats
Strategy
Creative Briefs Who are we talking to? What are we saying? How are we saying it?
+Data +Goals +SWOT +Budget +Digital Strategy
One Rule*
To rule them all*
Creative
Process Stick to the brief First, come up with concepts Then Executions Have a vision Sketch your ideas Share your ideas Kill the bad ones Kill the good ones Compare to brief Yay! An Idea.
Creative
Execution Support Hire a writer for messaging Hire a designer for perception Hire a developer for UX Hire an agency
DIY Instagram Templates Use your sketches Make it yourself
Creative :: Example
Client Community First Credit Union “Invested in You”
Goal Engage users online Improve brand perception Increase likes Increase membership
Creative Example
Concept Give back to community by funding ideas that improve it Execution Investing In You Contest $1000 sweepstakes User generated ideas User voting Winner video production
Distribution
Distribution
Media Owned Earned Paid
Social Media Equivalent Brand Channel Social Chatter Facebook Advertising
Optimization
Optimization
Optimization Checklist Real-time analytics SWOT of actual campaign Revise strategy Revise creative Revise distribution Learn from mistakes Learn from successes
Discussion
