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Digital Communications Strategy
Transcript of Digital Communications Strategy
Digital Communications Strategy
Initial Findings and Recommendations
When I last presented, I proposed this work plan.
Who is our current audience?
How do we acquire new followers?
How do we engage with them?
Which types of posts are most popular?
Where are we most influential?
What are we not doing?
What are the industry standards in each channel?
How many impressions do our peers get?
Why are they more or less influential than us?
Who are their followers?
What strategies, if any, do they employ that we could adopt?
I started my analysis by asking some key questions about what our strengths and weaknesses in each digital communications channel are.
To begin my phase one analysis, I needed to understand what question we were asking and which goals we wanted to map to.
How can our digital communications strategy be strengthened to more effectively support our organizational goals?
Our top goals prioritized by audience are:
To strengthen our relationship with existing, and attract new, funders and investors.
To follow strong borrowers and expand our geographic reach to include new ones.
To strengthen our policy voice and develop strategic alliances to transform the field.
a key message
Ties to an event
Prioritize what we can
digital strategy into the rest of the organization
Followers, but for what?
6,635 followers but follow 4,882. Most top influencers in their follower base are not related to their mission.
10,891 followers, only follow 1,105. Seem to have a relevant follower base and high engagement.
Where our audience is now
2.6% of our followers have high social influence, most of them are either health-related or funders
only 1% have a follower count above 50K
strong relationships with most active followers
Engagement score of 83%
Elements of a Top Tweet
high potential reach: 23,880
Strategies for Twitter
create list of desired key influencers and connector orgs as followers and target through more direct interaction
Make lists by issue area to track those we want to interact with most
Continue tweeting in relation to events, mentioning key partners and utilizing popular hashtags
- are we reaching the right people?
- are we being effective in our communication? Are we disseminating key messages?
Is the right audience everyone?
Current list of 2,700 with diverse contacts
We work in several areas: Childcare, TOD, Affordable Housing, Community Health Centers, Charter Schools
62% of nonprofits currently segment their lists, 25% use five or more segments
Making more targeted efforts to grow and maintain list
Making our message more digestible
Currently, linked table at top, 12-13 items
Send roughly 1 email per month, E-News quarterly with additional Flash emails as needed
One featured item at top, great graphics
More corporate and formal tone
Strategies for Email
Segment list by content area, with a general LIIF news feature and special eblasts
Insert more pull quotes, graphics, and "cheese" up top
Shorter, but more frequent with one unifying message
A/B testing with subject lines and length
push on social and web to drive sign-ups
Experiment with a more personal, informal tone
Consultations with staff on key messages to disseminate
Better communication internally and externally on digital strategy wins and updates
Strategy to involve staff for conferences and events
Staff time to maintain and segment list
Train staff on inputting contacts into database