in 2011, as a member of the groundbreaking free tax preparation partnership myfreetaxes.com, the...

In 2011, as a member of the groundbreaking free tax preparation partnership MyFreeTaxes.com, the Real Economic Impact Tour collaborated in new ways to unify digital marketing efforts with dramatic results: 28,863 people visited MyFreeTaxes.com as a direct result of social media referrals (a 50% increase from 2010). How did we do it? Learn how your organization can better educate, advocate, and innovate in the digital world by leveraging our best practices.

WELCOME © 2011 Outlandos Media, LLC

LEVERAGING THE ONLINE CHARGE FOR CHANGE

#REITour

MODERATOR: Crosby Cromwell, Senior Manager, Walmart Foundation

PANELISTS: Lee Davenport, Senior Project Director, One Economy & Kate Bradley Chernis, CEO, OUTLANDOS MEDIA/Consultant, National Disability Institute’s Real Economic Impact Tour

National Disability Institute’s Real Economic Impact Tour2011 Mayor’s Leadership Academy

http://myfreetaxes.com/

http://www.myfreetaxes.com/

http://www.outlandosmedia.com/

http://www.facebook.com/RealEconImpact

http://www.linkedin.com/company/national-disability-institute

http://visitor.constantcontact.com/manage/optin/ea?v=001QCEETLfRg3ZGgDRWkkH9aQ==

http://twitter.com/

http://twitter.com/


http://realeconomicimpact.tumblr.com/

http://www.flickr.com/photos/realeconomicimpact

http://www.youtube.com/user/RealEconomicImpact

INTRODUCTIONS © 2011 Outlandos Media, LLC

LEVERAGING THE ONLINE CHARGE FOR

CHANGE #REITour

Crosby CromwellSenior Manager, Walmart Foundation

Lee DavenportSenior Project Director, One Economy

Kate Bradley ChernisCEO, OUTLANDOS MEDIA/Consultant, National Disability Institute’s Real Economic Impact Tour



http://twitter.com/


These days, everyone has a Facebook Page …

DIGITAL RELEVANCY/WHY © 2011 Outlandos Media, LLC

Myth #1: Social Networking Is a Fad


CHANGE #REITour



http://twitter.com/

• 44% of all Americans text, check e-mail or use mobile Internet on any given day.**

• 63% of African-Americans use the Internet at least once per month.**

• 64% of Hispanic Americans use the Internet at least once per month.**

According to **Infield Health


The Digital Divide Is Shrinking


CHANGE #REITour


http://www.infieldhealth.com/


http://twitter.com/

• 90% of all Americans over 13 years old own a mobile phone (more than double the number who have Internet access).**

• Adult Americans (18+) send/receive an average of 256 text messages per month.**

• 82% of mobile phone owners have a household income less than $50,000.**

According to **Infield Health


The Digital Divide Is Shrinking


CHANGE #REITour




http://twitter.com/

“Low-income households spend more time on the Internet than others, using it for e-mail, researching purchases, finding health information and reading news.” They also “find the Internet more useful [than others], giving them access to services they can't find elsewhere”*

“Mobile Web is being adopted 4-8X as fast as desktop web [and] more users will connect to the Internet via mobile and desktop PC by 2014.”**

According to the *Cornell Chronicle and **Infield Health


Myth #2: Low-Income Individuals Don’t Use Social Media


CHANGE #REITour


http://www.news.cornell.edu/stories/April08/InternetDivide.ws.html



http://twitter.com/

DIGITAL RELEVANCY/WHAT

Why can’t anyone find me?

I’ve been standing

here all day.

© 2011 Outlandos Media, LLC

Communication : Location


CHANGE #REITour



http://twitter.com/

Last Century

+

DIGITAL RELEVANCY/WHAT © 2011 Outlandos Media, LLC


CHANGE #REITour



http://twitter.com/

This Century

+

DIGITAL RELEVANCY/WHAT © 2011 Outlandos Media, LLC


CHANGE #REITour



http://twitter.com/



CHANGE #REITour



http://twitter.com/

Check me out!Look at me!Me! Me! Me!

BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC

Noise = Me Me Me = No Value


CHANGE #REITour



http://twitter.com/

Q: What would Freud do?


A: Play to the ego.


CHANGE #REITour



http://en.wikipedia.org/wiki/File:Sigmund_Freud_LIFE.jpg

http://twitter.com/

Meaning is the New Money


Meaning = You You You = Value


CHANGE #REITour



http://twitter.com/




CHANGE #REITour



http://twitter.com/


Usefulness + Permission = Enhanced Meaning

Provide Useful/Valuable Resource


CHANGE #REITour



http://twitter.com/


Provide Useful/Valuable Resource


CHANGE #REITour

•Over 9,000 people calculated their Earned Income Tax Credit eligibility on our Mobile MyTaxBack Application.

Usefulness + Permission = Enhanced Meaning



http://twitter.com/

Strategic Language

BEST PRACTICE/MEANING

• Inclusivity Meaning, Vernacular, Permission, Trust

•Userability Research, Platform-Specific Tools & Vernacular, Access

•Sharing Meaning, Platform-Specific Tools & Vernacular, Call-to-Action, Dynamics

•Leveraging Research, Platform-Specific Tools & Vernacular, Call-to-Action, Ask

•Thanking Positive Reinforcement, Public Recognition



CHANGE #REITour



http://twitter.com/

Q: What would Freud do?


A: Play to the ego.


CHANGE #REITour



http://en.wikipedia.org/wiki/File:Sigmund_Freud_LIFE.jpg

http://twitter.com/

File your taxes for free and save $2000 with MyFreeTaxes.com http://bit.ly/myfreetaxes. what would you do with an extra 2k? #freetaxes @walmartgiving


Strategic Language/Twitter


CHANGE #REITour

• Inclusivity Meaning, VernacularPermission, Trust


•Sharing Meaning, Platform-Specific Tools& Vernacular, Call-to-Action, Dynamics

•Leveraging Research, Platform-Specific Tools& Vernacular, Call-to-Action, Ask

•Thanking Positive ReinforcementPublic Recognition


http://bit.ly/myfreetaxes


http://twitter.com/



CHANGE #REITour

•A total of 107,429 people visited, a 127% increase from 2010.

•28,863 people visited as a result of social media referrals, a 50% increase from 2010.

•The site saw a 41% increase in direct traffic as a combined result from on the ground outreach efforts and overall increase exposure of brand.

Strategic Language/Results



http://twitter.com/

Identify Realistic Goals

BEST PRACTICE/GOALS © 2011 Outlandos Media, LLC


CHANGE #REITour



http://twitter.com/




CHANGE #REITour



http://twitter.com/


Macro Goals

● Communicate Key Messaging

● Solidify Brand

● Increase Perception As Resource

● Increase Perception As Social Media Leader Among Peers

● Increase Communications Value for Funders


CHANGE #REITour

Micro Goals● Click Links/Drive Traffic to Partner Site

● Inspire Sharing/Increase Conversation

● Raise Brand Awareness with Use of Researched, Established Hashtags and Customized Branded Hashtag

● Track Retweets, Clicks and Shares with Shortlinks and Customized Hashtag



http://twitter.com/

Identify Realistic Goals

BEST PRACTICE/GOALS

•Get 1000 Facebook “Likes” in 2011

•Average five monthly retweets on Twitter

•Raise $5000 by October

•Get 50 submissions for the video contest



CHANGE #REITour



http://twitter.com/

www.mashable.comwww.gigaom.comwww.wired.comwww.smartbrief.com/socialmedia

BEST PRACTICE/STAY INFORMED © 2011 Outlandos Media, LLC


CHANGE #REITour


http://www.mashable.com/

http://www.gigaom.com/

http://www.wired.com/

http://www.smartbrief.com/socialmedia


http://twitter.com/

BEST PRACTICE/TRACK EFFECTIVENESS © 2011 Outlandos Media, LLC

bit.ly


CHANGE #REITour

• Inclusivity Meaning, VernacularPermission, Trust


•Sharing Meaning, Platform-Specific Tools& Vernacular, Call-to-Action, Dynamics

•Leveraging Research, Platform-Specific Tools& Vernacular, Call-to-Action, Ask

•Thanking Positive ReinforcementPublic Recognition


Happy #EITC Awareness Day! Celebrate by finding out if you’re eligible for the earned income tax credit: http://bit.ly/mytaxbackapp & make your @WalletPop!


http://twitter.com/

Google Analytics/Facebook Insights

BEST PRACTICE/TRACK EFFECTIVENESS © 2011 Outlandos Media, LLC


CHANGE #REITour



http://twitter.com/

BEST PRACTICE/ASK © 2011 Outlandos Media, LLC

•Get 1000 Facebook “Likes” in 2011

•Average five monthly retweets on Twitter

•Raise $5000 by October

•Get 50 submissions for the video contest

What would Rhonda Byrne do?


CHANGE #REITour



http://twitter.com/

I put a Twitter logo

on my cave….

BEST PRACTICE/ASK

Why isn’t anyone following me?



CHANGE #REITour



http://twitter.com/

BEST PRACTICE/ASK




CHANGE #REITour



http://twitter.com/



CHANGE #REITour


Google Docs CMS •Comprehensive

•Easy to Access

•Efficient

•User-Friendly

•Real-Time

•One Location


http://twitter.com/

BEST PRACTICE/LEVERAGE

Think Outside the Tribe.



CHANGE #REITour



http://twitter.com/




CHANGE #REITour


Prewritten Content & EducationDear Local Partners,

Thanks for helping create a lively conversation via Social Media during the 2011 tax season!

Your Social Media participation in this year's campaign is key to helping increase the number of taxpayers who will be able to benefit from free tax preparation and filing services. We can't do it without your help!

Together, we will be creating a unified, interactive conversation, emphasizing the real-world impact and campaign stories. Our goal is to help as many taxpayers as possible, using Social Media to help us reach them in a new way.

•Create Meaning Via Strategic Language

•Set Realistic Goals

•Stay Informed

•Track Effectiveness

•Leverage Minimal Efforts For Maximum Results

•Ask Others to Help You

U



CHANGE #REITour


http://www.facebook.com/myfreetaxes

http://www.twitter.com/myfreetaxes

http://myfreetaxes.com

in 2011, as a member of the groundbreaking free tax preparation partnership myfreetaxes.com, the...

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