Creating a Digital New Normal with Social, Design, Blogs, Online Events and More
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Transcript of Creating a Digital New Normal with Social, Design, Blogs, Online Events and More
BUILDING A DIGITAL, SOCIAL CULTURECREATING WINNING CONTENT AND SHAKING UP YOUR DIGITAL STATUS QUOOctober 8, 2014
ALEX FIELD@ALEXFIELD
BURNESS COMMUNICATIONS
WHAT WE’RE COVERING TODAYBUILDING A DIGITAL, SOCIAL CULTURECREATING WINNING CONTENT MEASURE & LEARN
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DIGITAL SOCIAL CULTURE
BUILDING A
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COUNTY HEALTH RANKINGS & ROADMAPS
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CREATE WINNING CONTENT
HOW TO
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SOCIAL CONNECTION
ENTERTAINMENT / INFORMATION
UTILITY
CREATING WINNING CONTENT
Social Media Micro-Content
Data Visuals
Photography
Video
Blogs
Events
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SOCIAL MEDIA MICRO CONTENT
VISUAL
NATIVE
AUTHENTICVOICE
TELLS A STORY
ONE CLEARACTION
DETAILS MATTER
CREATING WINNING CONTENT
Intriguing Headline and Description
(Write and rewrite)
Excellent Photo (MUST-have; you can upload
your own)
Description Field(You can edit! But don’t give
it all away here)
QUESTIONS TO ASK WHEN CREATING FACEBOOK CONTENT.
1. Is the text too long? Is it provocative, entertaining, or surprising?
2. Is the photo striking and high quality?
3. Is the logo visible?
4. Have we chosen the right format for the post?
5. Is the call to action in the right place?
6. Is this interesting in any way, to anyone? For real?
7. Are we asking too much of the person consuming this content?
Credit: The fantastic Gary Vaynerchuk, “Jab, Jab, Jab, Right Hook”
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MAXIMIZING YOUR TIME ON TWITTERSOURCE IDEASCreate lists, follow hashtags, listen, read
FIND ACTIVE CONVERSATIONSSearch for existing people and tweets on topics you care about.
REACH OUTCold contact is normal. Acknowledge, respond, thank, favorite, and RT freely—they’ll notice.
AMPLIFY OTHERSRemember to jab! Build relationships and be useful.
#LEARNNOTE CHECKLIST: SOCIAL MEDIA MICRO CONTENT
Jab, jab, jab… then right hook
Become a local; nail the context
Always include strong visuals
Execute on the details
Join and participate
Experiment and gauge response
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DATA VISUALS
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The importance of the social determinants of health
Area-based measures of poverty and deprivation have been found to be associated with health outcomes after adjustment for individual-level factors. Additional studies have suggested that neighborhood-level variables may also shape the distribution of health-related behaviors, although other studies have found little evidence of area effects.
VISUAL STORYTELLING
CREATING WINNING CONTENT
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Where we live, learn, work and play can have a greater impact on how long and how well we live than medical care.
Our ZIP code may be
more important to our health than our genetic code.
WHY CREATE DATA VISUALS?
ACTIONCompel people to take action
INFORMATIONEnlighten people with new information, and explain complex issues
CHALLENGE ASSUMPTIONSForce people to question their preconceived notions
CREATING WINNING CONTENT
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WHAT MAKES A VISUAL COMPELLING?
TELLS A STORY
HUMANIZES DATA
SHOWS A PATTERN OR RELATIONSHIP
CREATING WINNING CONTENT
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FOCUS ON THE KEY DIFFERENCE
IDENTIFYWhat is the takeaway that you want your audience to remember?
EMPHASIZEUse color to make your key takeaway glow. Think creatively about design to further highlight your point.
USE THE RIGHT KIND OF CHART
TRENDS OVER TIME? Line graph
COMPARE GROUPS?Bar/column graph
GEOGRAPHIC DATA?Map
PARTS OF A WHOLE?Pie (cookie) chart
CREATING WINNING CONTENT
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AVOID COMPLEXITY
“When we understand that slide, we'll have won the war”
- Gen. Stanley McChrystal, U.S. and NATO force commander
CREATING WINNING CONTENT
CREATE VISUALS OF RESULTS, NOT PROCESS
Not
HOW YOU GOT THERE
But
WHAT YOU’VE LEARNED
Use the APPENDIX
WRITE CLEAR, COMPELLING HEADLINESCREATING WINNING CONTENT
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THINK CREATIVELY ABOUT DESIGN
CREATING WINNING CONTENT
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• Datawrapper
• Mapbox
• Flowing Data
• Information is Beautiful
• Good.is
• Economist Chart Blog
• Vox
RESOURCES AND TOOLS
CREATING WINNING CONTENT
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#LEARNNOTE CHECKLIST: CREATING A DATA VISUAL
Decide on a focal point
Identify the right data
Consider how it will be used
Create a mockup
Test it on friends and colleagues
Design it
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PHOTOGRAPHY
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RULE OF THIRDS
CREATING WINNING CONTENT
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FOREGROUND
CREATING WINNING CONTENT
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TELL A STORY
CREATING WINNING CONTENT
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BREAK THE RULES
CREATING WINNING CONTENT
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USE TEXT OVERLAYS
CREATING WINNING CONTENT
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• Creative Commons
• Wikimedia Commons
• Freelancers
• iPhones
• Staff talent
• Crowdsourced
• Social media
• Video shoots
SOURCES
CREATING WINNING CONTENT
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• Canva (web)
• Pixlr (web)
• Over (iOS)
• Picframe (iOS)
• Photoshop (desktop)
• Instagram (mobile)
EDITING TOOLS
CREATING WINNING CONTENT
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#LEARNNOTE CHECKLIST: USING PHOTOGRAPHY
Choose great source material
Always be capturing
Crop and edit wisely
Tweak to add focus and character
Tag people and places
Experiment
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EFFECTIVE BLOGS
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WHAT MAKES A BLOG SUCCESSFUL?
CREATING WINNING CONTENT
AUDIENCE OBSESSED
TIMELY
NEVER BORING
SHOWS AND EXPLAINS
CONNECTED TO THE OUTSIDE WORLD
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BLOGS: POST IDEAS
CREATING WINNING CONTENT
PERSPECTIVESShare unique insights that will fascinate your audience
NEWS/TIMELYComment on current stories, frame your content around the news environment
GUEST COMMENTARYInvite different perspectives, do Q&As, share stories of your work through the voice of those who are most affected
CURATED CONTENTShare what inspires you from social media and around the web
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#LEARNNOTE CHECKLIST: BUILDING A SUCCESSFUL BLOG
Analyze your audience
Create an editorial calendar
Experiment with different types of posts
Incorporate visuals always
Connect posts to current events
Incorporate social media
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ONLINE EVENTS
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ADVANTAGES OF ONLINE EVENTS
CREATING WINNING CONTENT
BIG OR SMALLFrom a live event broadcast to an impromptu Twitter chat
WIDE REACHLower the barrier to participation, open your event to everyone on your email/social media lists
SOCIAL PARTICIPATIONTreat online viewers just like in-person viewers
LASTING IMPACTPermanent recording, and contact info for participants
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ONLINE EVENT TYPES
CREATING WINNING CONTENT
LIVE EVENT WEBCASTS
WEBCAST-ONLY EVENTS
GOOGLE HANGOUTS ON AIR
TWITTER CHATS
WEBINARS
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#LEARNNOTE CHECKLIST: HOSTING ONLINE EVENTS
Use online registration system to gather robust data
Choose a distinctive hashtag
Test and get comfortable with the technology
Incorporate branding/visuals
Encourage live participation
Share the recap/recording
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VIDEOCREATING WINNING CONTENT
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MEASURE & LEARN
HOW TO
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Objectives Metrics
MAGIC
A NEW FRAMEWORK
DEFINE GOALS
DEFINE AUDIENCE
DEFINE BENCHMARKS
DEFINE METRICS
• Social media sharing by targets
• Message pickup in social
• Engagement with social content
• Email open rates and clicks
• Event registration and participation
• Percent increase in email sign ups
• Visits to key sections of website
• Goal conversions on website
THE MAGIC:OBJECTIVE: STAKEHOLDER ENGAGEMENTUP FRONT WORK:
MEASURE & LEARN
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ANALYTICS AND MONITORING TOOLS
WEB
• Google Analytics
• Occam’s Razor by Avinash Kaushik (blog)
• KISSmetrics
• Compete.com
• SproutSocial
• Radian6
• Tweetreach
• Topsy
• Hashtracking
• Crowdbooster
SOCIAL
MEASURE & LEARN
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