DataPortability ProjectCommunications Action Group

External CommunicationsStrategic Framework & Roadmap

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Document purpose

Overview

Approach

Roadmap

Measurement

This section will provide an overview of the Communications Action Group mission and goals as they support DataPortability Project strategic goals.

The proposed approach aims to provide a foundational process by which the Communications Action Group plans and organizes external communications initiatives.

The Roadmap is the “action plan” that proposes tactical, external communications activities as informed and prioritized by the Communications Action Group objectives, voting members and alignment with the Steering Group. This Roadmap is a working document and is intended to be flexible and changeable.

The Measurement framework is designed to map Communications goals to initiatives to KPIs, providing a means to easily identify our performance and impact, and to ensure initiatives are measureable and tracking against core DPP and Communications Action Group goals.

This presentation aims to provide a framework for planning external communications and marketing activities by the Communications Action Group. This document includes an initial Roadmap, or action plan, and a proposed measurement framework.

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Contents

• Overview− DataPortability Project Strategic Goals− Communications Action Group Mission− How we’ll do it

• Approach− Planning process

• Roadmap− Core communities− Assets− Programs

• Measurement− “3A” Scorecard

• Putting it all together− Communications ecosystem− Timeline

• Next Steps

Overview

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Review of DataPortability Project strategic goals

Governance

Participation

Sustainability

Policy

Awareness

Clarity• Plain language documentation and media on what data portability is• Distinguish language being used to create a more effective boundary

of discussion internally and for the industry

• Extend our advocacy and educational efforts

• Bring together work and thinking to create a more coherent world view relating to data portability

• Maturity of the governance of the DataPortability Project to ensure its effectiveness

• Engage with the broader community to encourage more active participation

• Define and execute a budget and associated plan to finance the ongoing efforts of the DataPortability Project

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The DataPortability Communications Action Group

seeks to promote Awareness of The DataPortability Project and data

portability, help core communities take Action and inspire Advocacy

within key industries through ongoing education and outreach.

With these goals in mind…

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How we’ll do it

Measurement Scorecard

Align with DataPortability Project strategic goals

Establish communications-specific goals & supporting

tactical initiatives

Measure success and refine programs

Awareness

Action

Advocacy

Governance

Participation

Sustainability

Policy

Awareness

Clarity

Approach to planning

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Communications planning process

IdentifyCore communities

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InventoryAssets

2

DevelopCommunications initiatives

3

MeasureEstablish KPIs and

measurement framework

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How do we effectively plan & execute communications activities in order to:

• Increase Awareness of the DataPortability Project and data portability through education

• Inspire Action and adoption of data portability best practices

• Foster Advocacy of the DPP and data portability across key industries

Roadmap

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IdentifyCore communities

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After all, this is the is the core group to benefit from data portability!

Enterprise/Industry Verticals

Tech/Developers

End User

Marketing/Digital

Agencies

Rationale

Educate the average user on 1) what data portability is 2) why it matters 3) what they can do about it

Opportunity

Education and evangelism in core industry verticals is key to expanding adoption and advocacy of data portability beyond the “geek” community.

It is of course paramount that the builders of the future Web understand and embrace the precepts of data portability.

The digital marketing industry is a key driver of technology awareness and adoption by brands online. Agency strategy, creative and tech teams are tasked with building solutions for their corporate clients. Let’s help them think about “building for data portability.”

Engage and educate this group through dialogue and interaction by “speaking their language.”Tap into industry thought leaders and help them become evangelists for data portability and answer the question “what does data portability mean for marketing?”

Activate the “doers” and expand the network of those who not only appreciate and evangelize data portability, but who can actually build for it.

Develop relationships within industry verticals and leverage Analyst insights and reporting to become the go-to information resource for key decision makers.

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• Website/wiki• Blog• DataPortability & data portability videos (on

Vimeo and YouTube)• Facebook Group, Page• Twitter account• Digital press room

• Video Section on-site/YouTube Channel− Overview of DataPortability Project− Roundtable Discussion videos− Conference coverage

• DataPortability News podcast / webshow− News/announcements

• Community-specific educational repositories on-site

• Working demo of data portability “in action” site

• Social Media Press Releases

• DataPortability Analysts• Analyst reports & projects• Print and promotional collateral (e.g.

stickers, t-shirts)• Monthly reports• Conference and event attendance/Speakers• Endorsements of the DataPortability Project

• Approved Lexicon• Endorsements of the DataPortability Project• Industry-specific training workshops,

conferences and events• Conference vloggers/bloggers/Twitterers

InventoryAssets

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Current Assets

Proposed assets / in

development

Digital Non-Digital

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PROPOSED INITIATIVES

DevelopInitiatives

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Create currency through video content / asset development

• DataPortability News webshow (weekly)• Conference call updates• Key updates from action groups and task forces• Highlights from monthly reports, “this week on the

blogosphere”

• Community Roundtables (monthly) • Topic-based by target community (marketing, tech, end user, verticals)• Led by DPP members• Invite community thought-leaders to discuss topics as it

relates to their industry/Q&A• DPP Analysts to lead/coordinate industry verticals

• Conference coverage (periodic)• Dispatches from conferences/recaps• Interviews

• Awareness• Video views• # Mentions of DPP

• Action• Subscriptions• # Comments

• Advocacy• #Inbound links• #Embeds

Program(s)

Sample KPIs

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Increase awareness through blogger outreach

• Conduct periodic outreach to industry vertical blogs• When the DPP has new announcements/relevant content• Leverage Analyst reports as sharable assets

• Build long-term relationships with key bloggers• Data portability advocates who display badge• Invite as guest-contributors to the DPP blog• Interviews/Q&A on DPP News episodes with relevant

bloggers

Program(s)

Sample KPIs

• Awareness• Mentions• Traffic• Views

• Action• Comments• “Follow”

• Advocacy• Badge embeds• #Inbound links

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Increase action & advocacy through social spaces

• YouTube• Primary repository for all DPP video content• Educational resource for all core communities

• Facebook• Extension of DPP site with an emphasis on educating

the End User community• Hub for End User-specific educational content• Contains additional information in designated tabs for

each of the other core communities (including Analyst reports, DPP monthly reports)

• Twitter• Primarily designated for updating interested parties on all

news, announcements and content updates• Primary live-Twitter feed of DPP conference sessions

• Awareness• Mentions• Traffic• Views

• Action• Comments• “Follow”• Subscriptions

• Advocacy• Fans• #Embeds• #Inbound links

Program(s)

Sample KPIs

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Establish DPP leadership through conferences & events

• Evaluate and pitch DPP speakers to various industry conferences

• Tech / Web 2.0• Digital Marketing• Industry verticals, where applicable

• Establish rolling calendar of events and publish on site, Facebook Page

• “Reporters”• Establish list of bloggers/vloggers to cover conferences

• Awareness• Mentions of DPP at conferences• Twitter hashtags• Traffic to DPP sites

• Action• Comments• “Follow”

• Advocacy• Badge embeds• #Inbound links

Program(s)

Sample KPIs

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Continue building awareness through press releases & “traditional” PR

• Regular press release creation and distribution through key industry newswires

• Social Media Press Releases (SMPRs) are designed for easier and faster distribution of news through social spaces by taking a content-heavy and easily sharable approach to the traditional text-based press release

• Awareness• Traffic • Views• Mentions

• Action• Comments• Page clicks/views

• Advocacy• Shares• Embeds• Inbound blog links

Program(s)

Sample KPIs

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Considerations for DPP blog and website

• Dedicated repository for all educational assets and content, organized by community

• Addition of SMPR’s to Press section

• Feature links to all DPP social spaces

• Add section for DPP News web show

• Create a “demo” site that show what data portability could be/function like

Program(s)

Sample KPIs

• Awareness• Traffic • Views• Mentions

• Action• Section clicks• Interaction with demo site

• Advocacy• Shares• Embeds• Inbound blog links

Measurement

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Sample “3A” Measurement Scorecard

AWARENESS

ACTION

ADVOCACY

Metrics Benchmark/Date Update/DateMetric Category

☛ Scorecard to be updated monthly and shared during Communications Action Group conference calls

• # blog mentions• # content views• Traffic• #Twitter hashtags

• Blog comments• #Followers• #Subscriptions (YouTube)• Traffic to “demo” site

• # Inbound blog links• #Facebook Fans• #Content embeds

• 1,234• 400• 2,034• 150

• 1,345• 512• 2,500• 435

SAMPLE

Putting it all together

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Our communications architecture

Program

Assets

Primary Communities

• Marketing• Tech• Verticals• End User

• Roundtable videos

• DPP News Webshow

• Conference dispatches

YouTube Facebook Twitter Dot Com & BlogOutreach/PR

activitiesEvents

• End User• Marketing• (Tech)

• Roundtable videos

• DPP News Webshow

• Current DPP intro videos

• User Q&A

• DPP user-specific info including EULA and User’s Rights

• Marketing• Tech

• Links to content updates across YouTube, Facebook, Blog

• Live conference Tweets

• Marketing• Tech• Verticals• End User

• Roundtable videos

• DPP News Webshow

• Conference dispatches

• DPP news and reports

• Q&A with Analysts

• General updates

• Marketing• Tech• Verticals

• Roundtable videos

• DPP News Webshow

• Conference dispatches

• Analyst reports

• DPP Speakers/bylines

• SMPR’s and press releases

• Marketing• Tech• Verticals

• Analysts

• DPP speakers

• DPP conference dispatches

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Initial timeline of activities

AssetDevelopment

Social Spaces

BloggerOutreach &

PR

Events

Update Facebook Page

Inventory news-worthy

announcements; craft releases for

NewOrg + Google China

Ongoing content updates

Approve proposed assets for

development; Create

development Task Force

Approve and establish proposed

social spaces

Inventory upcoming events; approve

vloggers

Calendar upcoming events, idenfity potential speakers and “reporters’ to cover for DPP

Identify key bloggers across verticals and begin blogger target lists

April May June July

Launch DPP News webshow

Ongoing event vetting and coverage

Launch YouTube Channel

Ongoing DPP News filming

Launch Industry Rountable (Marketing)

☛ A monthly calendar of activities should be maintained and reported on during monthly CAG calls

Ongoing outreach based on relevant, sharable assets and news

Industry Roundtables:Verticals; Developers

Next Steps

Copyright iCrossing - Proprietary and Confidential

Next Steps

• Review of proposed Roadmap including program initiatives and Measurement Framework

• Roundtables– Establish topics for initial series– Volunteers from DPP to lead sessions– Contacts for participation

• Test run of DPP Webshow– Cover quarterly report – Upcoming events & recent news

• Conference coverage and dispatch from Web 3.0 NYC (May 19-20, 2009)– Designate “reporters”– Twitter updates

Thank you

Alisa Leonard-HansenVice Chair, Communications

DataPortability Project

alisamleo@gmail.com347.420.2561

@alisamleowww.TheWebisSocial.com