using visual messaging to drive advocacy - campaigntech east panel 2014
DESCRIPTION
When was the last time you clicked on a meme, info-graphic, or gif on Facebook or Twitter? Probably a couple minutes ago, to be honest. Visual messages have made sharing issues and ideas pretty simple, and there’s gotta be a science to it. Are there specific themes that are more popular than others? Do small details like font style or size matter? Take the tips you learn from this panel to ensure your image pushes your issue forward.TRANSCRIPT
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY
4.10.2014
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Meet the Panel
Ericka AndersonHeritage Foundation@ErickaAndersen
Ember FarberAmerican Alliance of Museums@AAMers
Samantha OsborneThe Prosper Group@SamanthaO
Adrienne RoyerFederation for American Immigration Reform@AdrienneRoyer
Adam PeckThinkProgress@AdamReports
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Tools and Tactics
• What are some best styling practices?
• How does copy relate to the visual?
• How do you measure success?
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Free Tools for Great Visuals
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Free Tools for Great Visuals
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Free Tools for Great Visuals
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Free Tools for Great Visuals
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Style Guidehttp://socialmediatoday.com/pamdyer/2005276/social-media-image-dimensions-ultimate-guide
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Additional Resources
• Infographics:
– Piktochart: Nonprofits can apply for an annual subscription for $39.99.
– Google Docs: Best tool for making maps of the U.S. and other charts
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
Additional Resources
• Graphic and Image Generators:
– PicMonkey: online photo editor & collage maker
– Canva: users can purchase stock photos for $1 each and design graphics for any social media size
– Creative Commons Search: Source for photos & images that are licensed to be reused
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Visual Content on Social Media Networks
• How does each network differ?
• How do you determine what/where to post content?
• How do you repurpose graphics?
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Typical infographic with a 4:1 ratio.
Designed on Piktochart.
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After FAIR learned that activists were printing off infographics and using them as fliers, we started designing infographics to fit on 8.5x11 paper.
8.5x11 infographic designed on Piktochart
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Creating Visual Content
• How do you handle user generated content?• Do you need a graphic designer on staff?• How do you create content with a limited
budget?• Designing for your audience-how do you
factor in culture and demographics?
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ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014
What we do well:
• Dynamic use of graphics and visuals from news coverage and museums.
• Ask questions and link to key material in posts.
•Participate in timely trending topics (#AprilFools)
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Room for Improvement: • Our CFM blog posts generate an automatic FB post, and we post our Advocacy Alerts
• The basic templates provide visuals for posting, but we could develop much stronger ones for this purpose
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The Process of Creating Content Step 1
Step 2
Step 3
Content Strategy
Content Creation
Content Dissemination
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Design for Your Audience:
Know the heroes (and “enemies”) of your supporters & activists!
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Design for Your Audience: Create a series of graphics to reinforce key messaging.
No Amnesty. No Deal. No Conference.Ran from Sept. – Nov. 2013Series of 16 graphics + a Facebook cover photo.
Ended when Speaker Boehner gave press conference repeating campaign almost word for word.
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Design for Your Audience:Hook key messages to seasonal themes and news hooks.
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Design for Your Audience:Understand cultural benchmarks, interests, online patterns & behaviors of your supporters in addition to demographics.
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Questions?