storytelling and digital strategy to help your organization succeed
TRANSCRIPT
Storytelling And Digital Strategy To Help Your Organization
Succeed
2015 Michigan Association of United Ways Annual Meeting
Rose Tantraphol | Scott Swanson@thecuriousrose | @scottswanson123
• The Major Streets Strategic Communications
• Buildings Platforms including your website, Facebook, Twitter, email and all the rest
• High-Speed Cable Networks All things Google-related
• Local character Humor, personality, letting experts and science work for you
The Major Streets Strategic Communications
Why do stories work?
• Neuroscience! • Stories activate our brains. • Stories allow us to connect with our audiences.
What makes for a good story?• They resonate • They’re true• They are trustworthy • They appeal to the senses • They agree with the worldview of
your audience
Telling your stories
• Finding the heroes of your story • Know your audience • Tell your stories richly
Let’s talk about your stories
Communications Audit
Take the time for the 4-step process
Buildings Platforms including your website, Facebook, Twitter, email and all the rest
Website
• Does your website tell your organization’s story?
• Does it tell your story on mobile and tablets too? Make “responsive design” your new mantra.
• Is social sharing enabled on your website?• Just say no to PDFs (most of the time,
anyway!). • Email marketing still works; make sure you
have an easy place to sign up on your site.
• In this pay-to-play age of Facebook, set aside a modest budget – even $25 a week would help! – for Facebook advertising. It will pay off.
• Think (and target) locally – your ads will go a lot further.
www.facebook.com/UnitedWay?fref=ts
Design resources
• Canva.com• Infogr.am• Picmonkey.com
Email Marketing Still Works
Open Rates by Industry
Utilize Reddit (but don’t be a jerk)
High-Speed Cable Network All things Google-related
Google Grants
Criteria• Hold current and valid
charity status, as determined by your country; please see your country’s charity status definition below.
• Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use.
• Have a functioning website with substantial content
Google Analytics: What’s most important?
Skippable (InStream) YouTube ads: Results for as low as $.7/view
Humor, personality, letting experts and science work for you
What are some of your favorite resources?
We know that was a lot of information! Feel free to reach out to us if you have
questions.
Rose Tantrapholwww.linkedin.com/in/rtantraphol@thecuriousroserose@moonsailnorth.com517.775.2152www.moonsailnorth.com
Scott Swansonwww.linkedin.com/in/scottswanson123@scottswanson123scott@moonsailnorth.com517.582.0084www.moonsailnorth.com