creating effective content - voto latino #vlpowersummit
TRANSCRIPT
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STEALING THE SPOTLIGHT: Technology, content, awarenessHome cooked for Voto Latino VL Power Summit
by
Juan Vasquez Office of Los Angeles Mayor Eric Garcetti
@JuanSvas
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Learn how to make your content stand out in a world of competing interests, new technologies,and a 24- hour news cycle.
GOAL @JuanSvas
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ABOUT ME @JuanSvas
Ad Agencies
Digital Strategy Consultant
Tech Company
Mayor’s Office
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• Technology
• Media and Attitudes
• Effective Content
• Creative Tactics
AGENDA @JuanSvas
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@JuanSvasTECHNOLOGY
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TECHNOLOGY @JuanSvas
As storytellers and organizers, you can do more of everything thanks to technology.
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TECHNOLOGY @JuanSvas
As storytellers and organizers, you can do more of everything thanks to technology.
• Content is more coordinated, strategic, automated, trackable
• Relationships are easier to start, nurture, leverage
• Wider reach and increased frequency
• Infrastructures scale and adjust faster
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TECHNOLOGY @JuanSvas
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TECHNOLOGY @JuanSvas
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TECHNOLOGY @JuanSvas
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@JuanSvasTECHNOLOGY
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TECHNOLOGY @JuanSvas
• Build profiles of ideal supporters (3-5)
• Key words (immigration, running, data, social media, anti-Trump)
• Content delivery preference (analytics, insights)
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TECHNOLOGY @JuanSvas
• Build profiles of ideal supporters (3-5)
• Key words (immigration, running, data, social media, anti-Trump)
• Content delivery preference (analytics, insights)
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@JuanSvasMEDIA & ATTITUDES
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MEDIA : ATTITUDE @JuanSvas
Group think: thinking or making decisions as a group in a way that discourages creativity or individual responsibility.
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MEDIA : ATTITUDE @JuanSvas
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MEDIA : ATTITUDE @JuanSvas
Collective intelligence: amassing diverse perspectives and experience that allow for more thoughtful, relevant, impactful decision making.
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MEDIA : ATTITUDE @JuanSvas
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MEDIA : ATTITUDE @JuanSvas
• Opinion vs Fact
• Private Citizen vs Organization
• Timeliness & Relevance
Aim to build momentum.
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@JuanSvasEFFECTIVE CONTENT
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@JuanSvas
Effective content is the pathway to build relationships. Combine visuals and words to tell stories.
CONTENT
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@JuanSvasCONTENT
• Strategic hashtags
• Trackable links
• Expires vs Evergreen
• Call to Action / Asks
• Faces and emotion
• Informs and educates
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@JuanSvasCONTENT
Personal GrowthJoyful Moments
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@JuanSvasCONTENT
Paths of engagement
Support is not linear, be flexible
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@JuanSvasCONTENT
CONSIDER EASE & LEVEL OF COMMITMENT
Commitment
Ease / Time it Takes
Share post
Precinct Captain
Donate
Host House Party
Write Blog Post
Recruit 3 friends
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@JuanSvasTACTICS
• Leverage competitors’/allies’ content
• Tag key accounts in images
• Create guiding documents for “organizers”
• Build up a library of pre-approved content
• Use other peoples’ networks
• Move people along “ladder of engagement”
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@JuanSvasTACTICS
• Use screenshots & thoughtful cropping
• Scan social media before events
• Avoid arguments, embrace dialogue
• Respond to notifications quickly
• Prioritize communities, can’t do it all
• Build internal & external champions programs
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@JuanSvasCONTENT
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@JuanSvasCONTENT
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@JuanSvasCONTENT
Help your supporters help you.
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@JuanSvasACTIVITY TIME
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@JuanSvasACTIVITY TIME
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ACTIVITY @JuanSvas
• 3 supporter profiles
• 3 ally communities
• 3 “themes” and types of facts
• 3 unique asks
• 3 stages along “ladder of engagement”
Create / Identify:
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Thank you
@JuanSVas
www.vasquezsays.com
www.techtinx.com