digital marketing: inspiration for nonprofits
DESCRIPTION
Sample slides from a keynote presentation for Stephen Thomas / Digital Leap 2014 in TorontoTRANSCRIPT
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Executing Great Digital Marketing Ideas:
Sidneyeve Matrix
From Inspiration to Action
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1your mandate
2 your community
creative content
to guide and drive ideation & execution
evocative visual stories that resonate
for nonprofits, a digital marketing strategy
that fits.
3innovation partners
with a personal investment
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part 1. your mandateto guide and drive
ideation & execution
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Forget The Mission Statement. What's Your Mission Question?
WHAT MATTERS MORE THAN MONEY?
WHAT DOES THE WORLD NEED MOST THAT WE ARE UNIQUELY ABLE TO PROVIDE?
WHY ARE WE HERE IN THE FIRST PLACE?
~ Warren Berger
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capture your ideasdevelop a system toreflect on your mandate
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track great ideas using
swipe filesheadlines FAQs inspiring photos quotes news comments status updates♦ ♦ ♦ ♦ ♦ ♦
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see it, save it.swipe files
visual bookmarking with
a free tool
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connect the dots
to come up with new possibilities
and directions
asking different and better questions
??
!
!
between ideas
the next step is to
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Creativity is combinational.
~ Maria Popova
Because
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making links between seemingly unrelated ideas
i! " f#e$ too% fo# min&ma'ping
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part 2. communityinnovation partners
with a personal investment
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purposefulinteractionsdiverse
connections
with
Thanks Dyer & Christensen: The Innovator’s DNA
are the currency of innovation
we kn!w that
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pitch pitch pitch your ideas to ✓ volunteers ✓ donors ✓ board members
✓ employees ✓ community members ✓ influencers ✓ family & friends ✓ colleagues ✓ random strangers
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host a collaboratorycollaboration for innovation
structured engagement
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collaboration & co-creation
idea exchange with stakeholders
“For each idea, find an owner. A team member who believes in the idea and can envision its potential.
~ Marla Gottschalk
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with them
Fall in love with their problems,
not your solutions.
not for themhost a collaboratorycollaboration for innovation
innovate
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listeningpractice genuine curiosity
and close observation in order to develop
monitor social conversations
empathy
activeengage in
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crafting messages in the audience’s terms
build trust ~ increase buy-inand spot emerging trends
because listening is about learning, and it enables
code switching
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seeking personalized customizable experiencesfrom education to commerce to social good
Source: 2013 "Undercover With College Students" study by Cheggthe "made-to-order" generation
so for example you may learn more about your GenY users’ expectations...
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self-presentation via a “giving footprint” = a sense of belongingness
host a collaboratorycollaboration for innovation
and how much they value personalized opportunities for social giving...
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idea exchange with stakeholders
part 3. creative contentevocative visual stories
that resonate
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start with what you have on hand...audit existing information assets
reports essays slides photos articles blog posts status updates♦ ♦ ♦ ♦ ♦ ♦
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break your big projects into bite-sized, mobile-optimized + social-ready pieces
m!rseli"ingresearch enables infosnacking
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photosfor example, using
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We tell non-profits all the time: photos are everything. “
~ Libby Leffler, Facebook's strategic partnerships manager
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coherent visual narratives
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vivid color andlarge
enoughto instantly resonate
Great visuals: present a brand personality
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microcontent
As humans, we are helpless story junkies.
photostories“
~ Michele Weldon, Psychology Dept.
Northwestern University
“
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using visual content to create conversations
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pinterest-readyyour key message points
capture your ideas
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message brevity:storytelling in snippets
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free tool: photo-quote design
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infographicseasy to understand consume and share
pinnables
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infographicsfree automation tools
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think like a publisherwhitepapersbrochuresreports
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5-15 page length suits busy people
turn your PDF into a digital flipbook:
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whitepaper templatesdesign inspiration:
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1your ideas
2 your users
creative content
to guide and drive ideation & execution
evocative visual stories that resonate
a digital marketing strategy
that fits.
3innovation partners
with a personal investment
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Twitter: @si!ne"e#e© Al! Right" Re"er#e$ Si$ne%e#& Matr'x 2014