creating a digital new normal with social, design, blogs, online events and more
DESCRIPTION
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.TRANSCRIPT
![Page 1: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/1.jpg)
BUILDING A DIGITAL, SOCIAL CULTURECREATING WINNING CONTENT AND SHAKING UP YOUR DIGITAL STATUS QUOOctober 8, 2014
![Page 2: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/2.jpg)
ALEX FIELD@ALEXFIELD
BURNESS COMMUNICATIONS
![Page 3: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/3.jpg)
WHAT WE’RE COVERING TODAYBUILDING A DIGITAL, SOCIAL CULTURECREATING WINNING CONTENT MEASURE & LEARN
#LEARNNOTE
![Page 4: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/4.jpg)
![Page 5: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/5.jpg)
DIGITAL SOCIAL CULTURE
BUILDING A
#LEARNNOTE
![Page 6: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/6.jpg)
COUNTY HEALTH RANKINGS & ROADMAPS
#LEARNNOTE
![Page 7: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/7.jpg)
CREATE WINNING CONTENT
HOW TO
#LEARNNOTE
![Page 8: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/8.jpg)
SOCIAL CONNECTION
ENTERTAINMENT / INFORMATION
UTILITY
![Page 9: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/9.jpg)
CREATING WINNING CONTENT
Social Media Micro-Content
Data Visuals
Photography
Video
Blogs
Events
#LEARNNOTE
![Page 10: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/10.jpg)
SOCIAL MEDIA MICRO CONTENT
![Page 11: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/11.jpg)
VISUAL
![Page 12: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/12.jpg)
![Page 13: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/13.jpg)
![Page 14: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/14.jpg)
NATIVE
![Page 15: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/15.jpg)
![Page 16: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/16.jpg)
![Page 17: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/17.jpg)
AUTHENTICVOICE
![Page 18: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/18.jpg)
![Page 19: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/19.jpg)
TELLS A STORY
![Page 20: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/20.jpg)
![Page 21: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/21.jpg)
ONE CLEARACTION
![Page 22: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/22.jpg)
DETAILS MATTER
CREATING WINNING CONTENT
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)
![Page 23: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/23.jpg)
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?
6. Is this interesting in any way, to anyone? For real?
7. Are we asking too much of the person consuming this content?
Credit: The fantastic Gary Vaynerchuk, “Jab, Jab, Jab, Right Hook”
#LEARNNOTE
![Page 24: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/24.jpg)
MAXIMIZING YOUR TIME ON TWITTERSOURCE IDEASCreate lists, follow hashtags, listen, read
FIND ACTIVE CONVERSATIONSSearch for existing people and tweets on topics you care about.
REACH OUTCold contact is normal. Acknowledge, respond, thank, favorite, and RT freely—they’ll notice.
AMPLIFY OTHERSRemember to jab! Build relationships and be useful.
![Page 25: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/25.jpg)
#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
![Page 26: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/26.jpg)
DATA VISUALS
#LEARNNOTE
![Page 27: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/27.jpg)
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.
VISUAL STORYTELLING
CREATING WINNING CONTENT
#LEARNNOTE
![Page 28: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/28.jpg)
Where we live, learn, work and play can have a greater impact on how long and how well we live than medical care.
![Page 29: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/29.jpg)
Our ZIP code may be
more important to our health than our genetic code.
![Page 30: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/30.jpg)
![Page 31: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/31.jpg)
WHY CREATE DATA VISUALS?
ACTIONCompel people to take action
INFORMATIONEnlighten people with new information, and explain complex issues
CHALLENGE ASSUMPTIONSForce people to question their preconceived notions
CREATING WINNING CONTENT
#LEARNNOTE
![Page 32: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/32.jpg)
WHAT MAKES A VISUAL COMPELLING?
TELLS A STORY
HUMANIZES DATA
SHOWS A PATTERN OR RELATIONSHIP
CREATING WINNING CONTENT
#LEARNNOTE
![Page 33: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/33.jpg)
FOCUS ON THE KEY DIFFERENCE
IDENTIFYWhat is the takeaway that you want your audience to remember?
EMPHASIZEUse color to make your key takeaway glow. Think creatively about design to further highlight your point.
![Page 34: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/34.jpg)
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
CREATING WINNING CONTENT
#LEARNNOTE
![Page 35: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/35.jpg)
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
![Page 36: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/36.jpg)
CREATE VISUALS OF RESULTS, NOT PROCESS
Not
HOW YOU GOT THERE
But
WHAT YOU’VE LEARNED
Use the APPENDIX
![Page 37: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/37.jpg)
WRITE CLEAR, COMPELLING HEADLINESCREATING WINNING CONTENT
#LEARNNOTE
![Page 38: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/38.jpg)
THINK CREATIVELY ABOUT DESIGN
CREATING WINNING CONTENT
#LEARNNOTE
![Page 39: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/39.jpg)
• Datawrapper
• Mapbox
• Flowing Data
• Information is Beautiful
• Good.is
• Economist Chart Blog
• Vox
RESOURCES AND TOOLS
CREATING WINNING CONTENT
#LEARNNOTE
![Page 40: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/40.jpg)
#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
![Page 41: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/41.jpg)
PHOTOGRAPHY
#LEARNNOTE
![Page 42: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/42.jpg)
RULE OF THIRDS
CREATING WINNING CONTENT
#LEARNNOTE
![Page 43: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/43.jpg)
FOREGROUND
CREATING WINNING CONTENT
#LEARNNOTE
![Page 44: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/44.jpg)
TELL A STORY
CREATING WINNING CONTENT
#LEARNNOTE
![Page 45: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/45.jpg)
BREAK THE RULES
CREATING WINNING CONTENT
#LEARNNOTE
![Page 46: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/46.jpg)
USE TEXT OVERLAYS
CREATING WINNING CONTENT
#LEARNNOTE
![Page 47: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/47.jpg)
• Creative Commons
• Wikimedia Commons
• Freelancers
• iPhones
• Staff talent
• Crowdsourced
• Social media
• Video shoots
SOURCES
CREATING WINNING CONTENT
#LEARNNOTE
![Page 48: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/48.jpg)
• Canva (web)
• Pixlr (web)
• Over (iOS)
• Picframe (iOS)
• Photoshop (desktop)
• Instagram (mobile)
EDITING TOOLS
CREATING WINNING CONTENT
#LEARNNOTE
![Page 49: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/49.jpg)
#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
![Page 50: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/50.jpg)
EFFECTIVE BLOGS
#LEARNNOTE
![Page 51: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/51.jpg)
WHAT MAKES A BLOG SUCCESSFUL?
CREATING WINNING CONTENT
AUDIENCE OBSESSED
TIMELY
NEVER BORING
SHOWS AND EXPLAINS
CONNECTED TO THE OUTSIDE WORLD
#LEARNNOTE
![Page 52: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/52.jpg)
BLOGS: POST IDEAS
CREATING WINNING CONTENT
PERSPECTIVESShare unique insights that will fascinate your audience
NEWS/TIMELYComment on current stories, frame your content around the news environment
GUEST COMMENTARYInvite different perspectives, do Q&As, share stories of your work through the voice of those who are most affected
CURATED CONTENTShare what inspires you from social media and around the web
#LEARNNOTE
![Page 53: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/53.jpg)
#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
![Page 54: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/54.jpg)
ONLINE EVENTS
#LEARNNOTE
![Page 55: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/55.jpg)
ADVANTAGES OF ONLINE EVENTS
CREATING WINNING CONTENT
BIG OR SMALLFrom a live event broadcast to an impromptu Twitter chat
WIDE REACHLower the barrier to participation, open your event to everyone on your email/social media lists
SOCIAL PARTICIPATIONTreat online viewers just like in-person viewers
LASTING IMPACTPermanent recording, and contact info for participants
#LEARNNOTE
![Page 56: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/56.jpg)
ONLINE EVENT TYPES
CREATING WINNING CONTENT
LIVE EVENT WEBCASTS
WEBCAST-ONLY EVENTS
GOOGLE HANGOUTS ON AIR
TWITTER CHATS
WEBINARS
#LEARNNOTE
![Page 57: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/57.jpg)
#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
![Page 58: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/58.jpg)
VIDEOCREATING WINNING CONTENT
#LEARNNOTE
![Page 59: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/59.jpg)
![Page 60: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/60.jpg)
MEASURE & LEARN
HOW TO
#LEARNNOTE
![Page 61: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/61.jpg)
![Page 62: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/62.jpg)
Objectives Metrics
MAGIC
![Page 63: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/63.jpg)
A NEW FRAMEWORK
DEFINE GOALS
DEFINE AUDIENCE
DEFINE BENCHMARKS
DEFINE METRICS
• 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
THE MAGIC:OBJECTIVE: STAKEHOLDER ENGAGEMENTUP FRONT WORK:
MEASURE & LEARN
#LEARNNOTE
![Page 64: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/64.jpg)
ANALYTICS AND MONITORING TOOLS
WEB
• Google Analytics
• Occam’s Razor by Avinash Kaushik (blog)
• KISSmetrics
• Compete.com
• SproutSocial
• Radian6
• Tweetreach
• Topsy
• Hashtracking
• Crowdbooster
SOCIAL
MEASURE & LEARN
#LEARNNOTE
![Page 65: Creating a Digital New Normal with Social, Design, Blogs, Online Events and More](https://reader033.vdocuments.us/reader033/viewer/2022061305/5498ece7b4795962148b45e0/html5/thumbnails/65.jpg)
#LEARNNOTE