THE DIGITAL ADVANTAGE:H O W T O C R E AT E B E T T E R , S M A R T E R , C H E A P E R C O M M U N I C AT I O N S C A M PA I G N S I N T H E A G E O F T E C H

There is more opportunity for interactions with audiences than ever before.

THE BIG PICTURE:

THE OLD WAY…THE MEDIA, ADVERTISERS, ORGANIZATIONS, BUSINESSES TELL PEOPLE WHAT’S IMPORTANT.

Brand Consumer

THE NEW WAY…PEOPLE TELL OTHER PEOPLE WHAT’S IMPORTANT.

*Buzzfeed’s BWN (bored at work network)

• New networked way of communications

• Supporters become your best messengers

• Beyond telling people what we do, we listen and respond to our audience

STRATEGY FIND NEW WAYS TO TELL YOUR STORY#1

ALIGNING COMMUNICATION ACROSS STORIES

REACHING BEYOND TRADITIONAL MEDIA

TODAYS DIGITAL LANDSCAPE• FRAGMENTED • PROLIFIC • ALWAYS CHANGING

HIGHLIGHTING THE PEOPLE AND THE PROJECTS YOU SUPPORT

STRATEGY

#2 REACH THE RIGHT AUDIENCES

TAILOR TO YOUR AUDIENCE

• Platform specificity • Design to reflect goal • Create value

CIVIC TECH REPORT CASE STUDYCivic tech funders: More than $430 million invested in tech organizations focused on advancing civic tech since 2011. Open Data Buffs: New report offers data-driven approach for doing social sector research. Civic tech field, open government practitioners: Knight Foundation invites people to help expand study of civic tech investments. Citizens: Strange bedfellows or yin and yang? What Sunlight Foundation and Airbnb have in common. All: Pulling back the curtain on civic tech: interactive map invites users to explore investments across multiple areas of civic tech.

CIVIC TECH REPORT CASE STUDY

RAW DATA

CIVIC TECH REPORT CASE STUDY

ANALYSIS

CIVIC TECH REPORT CASE STUDY

DESIGN

#VOTELOCALSTARTING A TWO-WAY CONVERSATION

• Twitter Chat • Reddit AMA • Webinar • SMS Voting • Events

• BULLETS HERE • BULLETS HERE • BULLETS HERE

GOING WHERE YOUR AUDIENCE GOES

+67% Mobile

Growth

+18% Referral Growth

+28% Twitter Growth

+61% Facebook Referral

STRATEGY

#3 KEEP IT SIMPLE

• BULLETS HERE • BULLETS HERE • BULLETS HERE

BEING A CONTENT CREATOR

• BULLETS HERE • BULLETS HERE • BULLETS HERE

EASY TO USE TOOLS

• CANVA.COM • GIFMAKER.ME • WEVIDEO.COM • INFOGR.AM • ATAVIST.COM

LEVERAGING PUBLISHING PLATFORMS WITH EXISTING NETWORKS

STRATEGY TAP INTO YOUR NETWORKS#4

• BULLETS HERE • BULLETS HERE • BULLETS HERE

GETTING PARTNERS TO SPREAD THE WORD

MAKING SOCIAL MEDIA A PRIORITY

#knightcities

#newschallenge

• BULLETS HERE • BULLETS HERE • BULLETS HERE

CREATING ENGINEERED COLLISIONS

• LUMA WORKSHOP • DEMO DAYS • MEET KNIGHT BREAKFAST • CONVENINGS

STRATEGY

#5REACT, REUSE AND INVENT

RESPONDING TO NEWS AND TRENDS

• Be strategic about timing • Create new value for audiences

that serves your goals • Have an opinion

net neutrality

REPURPOSING YOUR CONTENT

10 basics for journalists, a listicle with purpose.

STRATEGY ENCOURAGE STAFF TO BE SEEN AS INFLUENCERS#6

PITCH STORIES THAT FOCUS ON IMPACT

PROPOSE STAFF FOR INTERVIEWS, SPEAKING ENGAGEMENTS

ENCOURAGE STAFF TO BE BRAND AMBASSADORS

“I mean, how could this guy be in two places at the same time? I had to get to the bottom of it.”

STRATEGY

#7MEASURE YOUR PROGRESS EARLY AND OFTEN

METRICS

USING METRICS TO TRACK ENGAGEMENT

• Go beyond clicks and page views • Think about time on site • Do you know your bounce rate? • Track social media insights

MAKE ROOM FOR EXPERIMENTATION