Nonprofit Technology Conference Presentation: Content Creation
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Digital Content Creation 2017 Nonprofit Technology Conference 3/23/2017
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Transcript of Nonprofit Technology Conference Presentation: Content Creation
Digital Content Creation2017 Nonprofit Technology
Conference 3/23/2017
EMILY LOCKWOOD BILL & MELINDA GATES FOUNDATION
Senior Program Officer, College Ready
BOB ALBRECHT ANNE LEWIS STRATEGIES, LLC
Vice President
ADVA PRISO ANNE LEWIS STRATEGIES, LLC
Associate Vice President
The Basics Teacher2Teacher:
A community for teachers, built with teachers
The Basics Launched in July 2015
Social first – “go where the teachers are”
800k members of community across four channels (Facebook, Twitter, Instagram, Email)
3.1 million teachers in the U.S. – 2.7 million in public schools
Engagement rates exceeding industry benchmarks
Authentic engagement, not marketing
1. Reduce isolationTeachers have a deep desire to collaborate with peers.
2. Reduce the huntOverwhelming landscape makes it hard to find the right materials. Lack of time for teachers amplifies this issue.
3. Elevate and celebrate the profession Teachers want and deserve professional respect.
4. Recognize teachers as leadersTeachers want new roles that allow them to grow professionally while staying in the classroom.
5. Trust the teachersTeachers trust one another more than anyone else.
“There is a silver bullet in education.
It’s the teachers.”
Molly Robbins,
High School English Teacher, Colorado
Build trust. Motivate. Model. Provide resources.
All in the voice of a teacher.
Build trust … these are your people
Model collaboration and leadership … if they did it, I can do it
Practice … the best resources, bottom up
#WhyITeach: A Case Study
Reduce isolation Teachers have a deep desire to collaborate with peers.
Elevate and celebrate the profession Teachers want and deserve professional respect.
>100,000 uses of hashtag >5,000 downloads of toolkit 7,520,971 video views
47,734,459 impressions
99,942 Facebook engagements
Effective content:
Lives inside guardrails that map to your North Star
Aligns with your North Star
Tells the story only you can tell
Elements of content creation
Use no more words than are necessary.
Be clear and concise
Choose photos that help tell your story.
Convey emotion
Use the functionalities that make each medium unique.
Be channel-specific
Use data to challenge your
assumptions and guide
optimizations.
Follow the data
$1.42 cost per acquisition
$1.02 cost per acquisition
$0.75 cost per acquisition
$0.49 cost per acquisition
6.2% increase in
conversions
126.5% increase in
conversions
14.8% increase in
conversions
68.9% increase in
conversions
Discussion
