israel - digital comm presentation

7/31/2019 Israel - Digital Comm Presentation

1/87

How to Change the Worldwith Digital Engagement

Andrew KrzmarzickGovLoopDirector of Community Engagement


2/87

14 years raising money andawareness for non-profits,

educational institutions and socialbusinesses

Generated over $100 million throughproposals, fundraising and marketing

Design and deliver presentations onsocial media, generational diversity,telework, and social learning

Built first-of-its-kind, government-wide mentors program in the U.S.

Manage a team of 15 full-time andpart-time employees to deploy acomprehensive digital engagementstrategy

Andrew KrzmarzickLinkedIn.com/in/andrewkrzmarzick

@krazykriz


3/87

Our Time Together

1. Overview of GovLoop

2. Digital Participation Strategy

3. Your Campaigns

4. Review of Organizational Websites


4/87

Online community ofgovernment colleagues

helping each other

to do their jobs better.

Mission: Connect government to improve government

~60,000 MembersAverage Age:


5/87

Knowledge

Network

1. Learn from each other online.


6/87

Knowledge Network

2. Learn from each other in person.


7/87

Knowledge

Network

3. Learn from each other one-on-one.


8/87

Knowledge Network

4. Learn from experts via webinars.


9/87

Knowledge Network

5. Learn from experts via podcasts.


10/87

Knowledge Network

6. Learn from experts / each other via guides.


11/87

Partners With:

Knowledge Network

7. Teach citizens that government works.


12/87

Knowledge Network

Questions?


13/87

Source: http://thenextweb.com/socialmedia/2011/12/22/israelis-are-now-the-worlds-biggest-social-network-addicts-says-new-report/

Congratulations


14/87

Israelis spent, on average, 11.1 hours using social

networks during October 2011more than double the

global average of 5.7 hours, and way ahead of majormarkets like UK (7 hours) and US (6.9 hours).

comScore report: Its a Social World: Top 10 Need-to-KnowsAbout Social Networking and Where Its Headed

Source: http://thenextweb.com/socialmedia/2011/12/22/israelis-are-now-the-worlds-biggest-social-network-addicts-says-new-report/


15/87


16/87


17/87

Reaching Local / Global Audiences

A June 2010 survey conducted by Harris Interactive

for social marketing platform Buddy Mediamore than 90% considered it at least somewhatchallenging to reach audiences in local marketswith a unified brand message.

- emarketer.com, August 2010

Source: http://blog.reachlocal.com/519120/2012/08/10/online-marketing-101-my-40-day-crash-course.html

Having some trouble? Youre not alone:


18/87


What works?


19/87

Source: http://www.devex.com/en/news/top-10-global-development-groups-on-social-media/75932


Who has a following?


20/87

Size isnt everything!


21/87

You get points for style and substance...


22/87


.but you also need a system.


23/87

The 7 Ps of World-Changing

Digital EngagementPurpose

People

Plan

Produce

Promote

Participate

Progress

Your system.


24/87

Warning: Engagement is Not Easy

Its REALLYhard, but

Theres a methodology and rigor

Integration with traditionalcommunication =

key to driving real results


25/87

Purpose

What is your mission?

What is your passion?

What are yourvalues?

What impact stories inspire you?


26/87

Mission: Connect government to improve government

Passion: Helping people do their jobs better

Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility

Impact Stories:After the jump

Purpose:


27/87

Recently,Facebook stripped our administrator rightsfrom the Cityof Ankeny's Facebook page. With it, our custom URL was alsoremoved. We can no longer access our Insight's page and we cannot postas the City of Ankeny on other Facebook pages.

Facebook says that we cannot identify ourselves as the City ofAnkeny because it is their policy that users may not manage pages abouttowns, cities or states. Use of "City of" in our name is too generic.

Has anyone else run into this problem with Facebook?

37 comments Facebook response

Purpose:

ImpactStories:


28/87


29/87

People

Who do you deliver value to?

What value do you deliver to each?

What internal resources do you have?

What external resources can you leverage?


30/87

People:

Delivervalue to:

Type of value: Content and Community


31/87


32/87

People:

Internal resources:

External resources:


33/87

People:


34/87


35/87

Outcomes

Plan


36/87

What are your (really)?

Comments?

Fans?

Retweets?

+1s?

Pageviews?

Donations?

Volunteers?

Subscribers?

Evangelists?

Stories?

or

Plan


37/87

Never mistake this for this!

Donations

Volunteers

SubscribersEvangelists

Stories(Your Purpose!)

Plan


38/87


39/87

For each specific outcome:

Who are your stakeholders?

What do you need them to do?

Why are they going to do it?

How will you know when an outcome is achieved?

What points of engagement lead to the outcome?

What signifysuccess for you?

Plan


40/87

How will you know when

are achieved?

Plan


41/87

Where are your stakeholders?

The ones you know?

Your current websites

Lists: Events, email, snail mail, cell phone numbers Memberships: associations, professional groups

Social media: Facebook, Twitter, LinkedIn, DevEx, etc.

The ones you need to meet?

Identify primary keywords

Search engines and alerts: news sites, forums, blogs, associations

Social media / websites: similar organizations, trending topics, etc.

Plan


42/87


43/87

Plan:


44/87

Plan:

Do youknow them?


45/87

Plan:

Do youknow them?


46/87

Plan:

Friendsof JDC!

Partner withthe press (andget links back)


47/87

Produce

What content will you create / share?

Newsletters?

Interviews? Publications?

Videos?

Photos?

Podcasts? Announcements?

Stories?

Press Releases?

Resources? Stats/Data?

Opinions?

Produce | Reproduce | Repurpose

(Yours and Others!*)

* With attribution, of course


48/87

Produce

Who is going to create / share it?

Staff?

Senior Leader(s)? Communications?

Development?

Frontline? Interns?

Consultants?

PR Firms? Media?

Volunteers?

Donors? Beneficiaries?

Participants?

Fans? Followers?


49/87

Produce

What makes for great content?

Source: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2


50/87

Produce:

Whatmakesfor great

content?

Title

Image

Format


51/87

Produce:

Greatcampaign!


52/87

Promote

Where are you going to share it?

Traditional

Website

Newsletters

Email, PDF, Print

Press Release

Events

Social Media

Facebook Twitter

Google+

LinkedIn Video Sharing

Niche Networks

Mobile

Text (SMS) Apps


53/87

Population: 140 million

It would be bigger than Russia, Ukraine and Kazakhstan

If Twitter was a country


54/87

Population: 1 billion active users

It would be the worlds 3rd largest country

Bigger than North and South America combined

If Facebook was a country


55/87


56/87

Promote: eNewsletters

1

2

3

4

5

6

7

8

9


57/87

Promote:


58/87


59/87


60/87


61/87

Promote

When are you going to share it?

Day of Week

Weekdays? Weekends?

Time of Day

AM or PM? Breaks?

Target Dates

Events? Milestones?

Frequency

Daily (once or many times a day)?

Weekly?


62/87

Promote

When are yougoing to share it?

Source: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2


63/87

Promote:

GovLoop Schedule and Staffing for Social Promotion

Where: Newsletter Facebook Twitter LinkedIn Google+

When:

Daily AM

Ad Hoc Varies(Best = T, Th)

Daily

8a, 12p, 4p(Best = T, W)

Daily

8a, 12p, 4p(Best = M)

Daily

8a, 12p, 4p(Best = T, W)

Daily

8a, 12p, 4p(Best = ?)

Who:Rotate Staff /Fellows

Rotate Fellows

What:Daily ThemesProduct Push

Fun, QuotesCoreContent

Discussions,Content

Discussions,Content


64/87

Promote

When are you going to share it?

Day / Time Content Engagement Point Who Outcome

Mon, 9/3 PM Child Labor Blog Beneficiary 50 sign-ups

Tue, 9/4 AM Child Labor Facebook, Twitter Comms Staff 25 sign-ups

Wed, 9/5 AM Child Labor eNewsletter President 100 sign-ups

Thu, 9/6 PM Child Labor Facebook, Twitter Comms Staff 25 sign-ups

Mon, 9/10 Child Labor Op-Ed w/Comments Board Member 50 sign-ups


65/87

Promote:

1. Calls to action are critical

a. People want to do something

b. Tell them what to do!

2. Location, location, location

a. Your websiteb. Social media


66/87

Where are you going to engage?

Traditional

Website

Newsletters

Email, PDF, Print

Press Release

Events

Social Media

Facebook

Twitter

Google+

LinkedIn Video Sharing

Niche Networks

Mobile

Text (SMS)

Apps

Participate


67/87

When are you going to engage?

Day of Week

Weekdays?

Weekends?

Time of Day

AM or PM?

Breaks?

Target Dates

Events?

Milestones?

Frequency

Daily (once or many times a day)?

Weekly?

Participate


68/87

Participate

When are you going to engage?

Day / Time Content Engagement Point Who Outcome

Mon, 9/3 PM Child Labor Blog Beneficiary/Staff 1-2 exchanges

Tue, 9/4 AM Child Labor Facebook, Twitter Comms / Intern 1-2 exchanges

Wed, 9/5 AM Child Labor eNewsletter Comms Staff 5-10 stories, input

Thu, 9/6 PM Child Labor Facebook, Twitter Comms Staff 3-5 stories, input

Mon, 9/10 Child Labor Op-Ed w/Comments --- ---


69/87


70/87

*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/

Leading Practice: Israel Ministry of Foreign Affairs


71/87




72/87




73/87




74/87


Anatomy of a Fantastic Facebook Page

1. Human voice

2. Effective use of photos

3. Relevant, local information

4. Diverse information

5. Blend of fun and serious

6. Frequent posting

7. Open forum

P


75/87

Progress

How are you doing?

Statistics

Opens/Clicks

Views/Visits

Likes/RTs

Referral Sources

Sign-Ups

$$$

Stories

Impact

Change

Actions

Sharing1. Test2. Learn3. Iterate

Focus onActionableInformation

P


76/87

Progress

How are you checking?

Google Analytics and Alerts

Trackur, Radian 6, Other

Facebook Insights

Bit.ly?

Google Alerts? Hootsuite

How often?

Real-time

Daily

Weekly

Monthly

P


77/87

Progress

Where can we improve?

Mission focus?

Project Scope?

More / better outcomes?

Stakeholder engagement?

Engagement points? Engagement vehicles?

Monitoring systems?

P


78/87

Progress

Testing to increase action likelihood:

Recommend changes to landing pages and action funnels

Launch the test, wait, analyze

If it works, double down; If not, try again (or stop)

Feedback systems and methods:

A-B element testing, funnel path, offers and incentives Friends, co-workers, clients, partners

SurveyMonkey / SurveyGizmo

P


79/87

Progress

Building effective campaign pages:

More bullseye: focus on the outcome

An effective page: has what I need, tells me how to get it / why

its good, gives me a reason to take action, feels safe and easy

Headlines: speak to users primary interest

Calls to action: roughly same place on every page

Contact information: should be on every page Contextual calls to action: top and bottom of every page

ALWAYS BE IMPROVING!


80/87

Progress:

Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145

Community: Monthly reports along a spectrum: Discover (New Visits) Consume (Return Visitors) Search (New Members) Commit (Top Pages)

Participate (Comments, etc.) Contribute (Blogs, Forums) Lead (Profile Views) Evangelize (Referral Source)

Newsletter: Weekly Reports on Opens (Subject Line)

and Clicks (Content / Placement)

Social Media: Weekly Reports on Facebook, Twitter, LinkedIn, Google+


81/87

Progress:

Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145

I think its really important to constantly look atyour metrics, to look at the kinds of posts youraudience engages with the most, and evaluate how you canbetter serve them, how you can give them the kind ofcontent that they are looking for, and the kind of content

they are going to engage with that will activate them toshare what youre doing.

Obviously, Google Analytics, because a lot of thecontent that we post is housed on our website. We also

use Hootsuite; its free and its a great tool. And we use

a marketing dashboard calledArgyle Social that hasbeen a really useful tool for us in terms of tracking and

reportingFacebook Insights are incredibly helpful,and thats a free tool as well.


82/87

The 7 Ps of World-Changing,Digital Engagement

Purpose

People

Plan

Produce

Promote

Participate

Progress

Now its your turn!

Raising Money


83/87

Raising Money1. Set short deadlines - adds a sense of urgency;

2. Build your online communityon socialfundraising platforms such as Razoo, Crowdriseor Causes.com

3. Get a little money from a lot of people;

4. Create an ongoing sense of community. Talk withpeople even when you are not raising money.

5. Humanize: let donors see the people they arehelping and the progress that is being made.

6. Maintain a sense of humor. The cause may beextremely serious, but it helps all parties if a littlelevity can be inserted into the conversation.

7. Measure engagement as well as funds raised.

Beth Kanter

Raising Money


84/87

Raising Money

1. Win-Win: Members for us,$$ for them

2. Friendly Competition:Mobilize their supporters toget most clicks

3. Short Deadline: only 10 days

4. Made it Easy: Special blogposts, custom URLshttp://bit.ly/govloopgivesygl

http://bit.ly/govloopgivestofew

Raising Money


85/87

Raising Money

Ads

Additi l R


86/87

Additional Resources

Beth Kanters Blog: http://www.bethkanter.org

DevEx: http://www.devex.com

Frog Loop: http://bit.lyaHcpbV

JD Lasicas Slides: http://www.slideshare.net.jdlasica

Nonprofit Social Media Benchmark Study: http://www.e-benchmarkingstudy.com/socialmedia

NTEN: http://www.wearemedia.org

SocialBrite: http://www.socialbrite.org

Social Technographics: http://blogs.forrester.com/groundswell Using Social Media to Meet Nonprofit Goals:

http://www.idealware.org/sm_survey/download.php
http://www.bethkanter.org/http://www.devex.com/http://bit.lyahcpbv/http://www.slideshare.net.jdlasica/http://www.e-benchmarkingstudy.com/socialmediahttp://www.e-benchmarkingstudy.com/socialmediahttp://www.wearemedia.org/http://www.socialbrite.org/http://blogs.forrester.com/groundswellhttp://www.idealware.org/sm_survey/download.phphttp://www.idealware.org/sm_survey/download.phphttp://blogs.forrester.com/groundswellhttp://www.socialbrite.org/http://www.wearemedia.org/http://www.e-benchmarkingstudy.com/socialmediahttp://www.e-benchmarkingstudy.com/socialmediahttp://www.e-benchmarkingstudy.com/socialmediahttp://www.slideshare.net.jdlasica/http://bit.lyahcpbv/http://www.devex.com/http://www.bethkanter.org/


87/87

[email protected]

LinkedIn.com/in/AndrewKrzmarzick202-352-1806

@krazykriz

israel - digital comm presentation

Documents