Translating Digital Into Social Action

Legacy Social Ventures Legislative Fellows Program- Middle East – North Africa

DR IR A K A UFMA N

Path to Digital Integration

• Digital Culture• Mindset

Values

• Marketing strategy

• Tactics

Strategy• Discussion

sample projects

Action

Beyond The Revolution

http://www.youtube.com/watch?v=3SuNx0UrnEo

WHO ARE YOU DIGITALLY ?

• Promote a cause and event --Kony 2012 short 90M views

• Promote a product Swagger Wagon 11m views

• Protest customer service Why United Breaks Guitars? - 12m views

• Disseminate information, network people - Arab Spring –countries transformed

How do U want to use Digital Media?

The Breakup

•

• http://www.youtube.com/watch?v=D3qltEtl7H8&feature=player_embedded

What are you takeaways

Why a Digital Mindset

• A Mindset is away of thinking; it is translated into action to fulfill goals.

• The adoption of a digital mindset lies at the foundation of the digital transformation.

• ( open , random, supportive to people around you) vs (Closed , selective , controlling)

Digital Mindset

• People use technologies to get things from each other, rather from government, corporations and organizations

• Relationships -the currency of exchange

• Transparency –open source

• Real time sharing

• Immediate access

• Power to publish –user generated content

• Looking for value

• Content is king – attracts and differentiates your product

• Collaboration, Integration rules

Keys to a

Digital Mindset

1. Listen to your targets clients and employees

2. Respond quickly and openly to their feedback and concerns

3. Involve with Permission, Respect & Trust

4. Engage them in conversations; develop sustainable relationships

• Translate values into consistent actions (e.g., superior customer service)

• Generate loyal Advocates , Champions of your message

What is Your Position

in the Digital Culture ?

• Digital Native

• born digital, think social,

• need to implement strategic

• Digital Immigrant

• think strategic,

• need to implement digital

• Digital Alien

• think strategic,

• need to experience digital value

• Digital Integrator

• expert command of digital

• strategic integration

Digital Integration

Core Values -The Why

+

Strategic Marketing –The What

+

Digital Technologies –The How

Core Values of the Digital Culture and their Fundamental Attributes

What is Strategy?

Think Thru Strategic Lens

“Strategy is the direction and scope of an

organization over the long-term: which achieves

advantage for the organization through its

configuration of resources within a challenging

environment, to meet the needs of markets and to

fulfill stakeholder expectations”

Lessons from

Obama Team

©2010

1. Give new media a seat at the strategy table

2. New digital tools are useless without a blueprint

3. Campaign requires consistency in messaging

4. Map digital landscape/conversations of targets

5. Include a call to offline action

6. Be ready to give up control to your communities

http://intangibles.typepad.com/theintangibles/2008/11/lessons-.html

Powerful Social Media Strategy

Obama has 380% more

supporters than McCain

Obama: 2,379,102 supporters

McCain: 620,359 supporters

Obama has 380% more

supporters than McCain

Obama: Friends: 833,161

McCain: Friends: 217,811

Obama has 403% more subscribers

than McCain & 905% more

Viewers than McCain

• “Race” Speech 3.8 MM YouTube

• 4 MM Cable-3 channels

Obama has 240 times more

followers than McCain

Obama: @barackobama has 112,474 followers

McCain: @JohnMcCain 4,603 followers

http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

What are the steps

• Mission: Why are you in government, organization, business?

• What do you want to accomplish?

• Listen ---Gather right information

• Spot opportunities for marketing to your existing and potential clients/participants to increase exposure/loyalty and gain action

• Target: How do you define your strategic and prime prospects?

• Short term Goals: What will your team focus on for the next 12 months?

• Organizational Objective: 3 and 10 years

• Value: What worth does your message or program provide for your target?

• Strategies: How are you going to achieve your goals?

• Tactics: Choose the most effective tools to bring strategies to life

• Evaluation : What works and why – what adjustments need to made in the strategy

The Why

The WhatStrategic Branding

• Defining Value • Clarify organizational values

• Determine Value Proposition

• Designing Value • Articulate your identify

• Build Social Brand thru Digital Design

• Positioning Value• Segment Customers

• Communicating Value • Determine Image and Personality (logo)

Value Proposition

• “sum total of benefits a customer is promised to receive in return for his or her custom and the associated payment (or other value transfer).“

• “what is promised by a company's marketing and sales efforts, and then fulfilled by its delivery and customer service processes.”

The How: Integrated Digital Media Technologies

Media Budge

t

Campaign Objectives Direct Response Objectives

Objectives Objective 1

(Increase

exposure,

interactivity )

Objective 2

(Increase 15%

website

traffic)

Objective 1

(Increase

downloads)

Objective 2

(Increase 25%

purchases,

registrations )

Flyers/ brochures

YouTube -Video

Facebook

Twitter

Email blast

Blog

Social bookmarks

Pinterest

Instagram

TV/radio

Infographic

Newspaper

Posters

Newsletter ( online)

Personal networks

friends, family, org.

Local businesses

WOM friends

Events

Past

participants/buyers

Partner organizations

“Power of the people is much stronger the people in power “

• http://www.youtube.com/watch?v=6RkJk0ggtgA

Digital Marketing Plan

http://www.youtube.com/watch?v=7o8uYdUaFR4

Lean Business Canvas

contact

• Ira9201@gmail.com