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Case Study - MYD

Case Study - MYD. New Media as a difference maker for your org – an online presence which not only represents informs, empowers, and leads to growth Website, Social Networks, Design, Next Gen Marketing Online Organizing. A SERIES OF TUBES. Figure Out Your Strategy.

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Case Study - MYD

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  1. Case Study - MYD • New Media as a difference maker for your org – an online presence which not only represents informs, empowers, and leads to growth • Website, Social Networks, Design, Next Gen Marketing • Online Organizing A SERIES OF TUBES

  2. Figure Out Your Strategy • New Media, Online Organizing, Good Design and Messaging are only effective in the context of a larger organizational plan for your org, but can also be a catalyst • Looking at your org, what are your: • Goals • Market/Target Demographics • Available Resources – People/Finances

  3. Our Strategy • In Jan/09 the Exec. Board decided to: • Rebrand “Manhattan Young Dems” to better match the youth of NYC • Take Advantage of Post-Obama Energy • Grow Membership • Educate, Inspire & Activate the Youth of NYC

  4. Our Strategy – Cont. Market: Overactive/Overachieving, well educated, web savvy, on Facebook, watch YouTube, read blogs, low knowledge of local politics, recently inspired via… It’s NYC! Obama Effect in NY: • Inspired but Tired • Leadership/Action Vacuum • Some exp. With MYBO • Comfortable w/ Small Donations

  5. Our Strategy – New Media REBRAND: • “MYD” • Good Design • Hip but Super Functional • New Logo • Website Concept • Blog • More Effective Newsletter • Shorter, Better Language • Facebook/Twitter/Flickr Intergration

  6. Design/Branding This is a Market. Your Org, Your Events, Your Action Items = a Product How do you sell a product? - Branding/Design/Marketing - You sell the way Coke does…

  7. Design/Branding Everyone knows good design. Good Design will • Fill Your Events • Raise You Money • Grow Your Org • Impress Pols/Media

  8. Elements of Design/Branding Logo Web Design Flyers Messaging Tag Lines

  9. Old… • www.manhattanyoungdems.org • (bad domain name) • http://campaignwindow.com/myd/

  10. New.. http://gomyd.com (good domain name)

  11. Field A Team • The next question to ask is: How important is new media to your organization? • New Media is surprisingly time-consuming, and requires a commitment of real resources. • Before embarking on a new media plan, you need to what you have to work with.

  12. Here’s a list of the people involved in MYD’s new media effort: • Emmy – New Media Director • Chas – Creative Director • Julie – Social Media Strategist • Beth – Communications Director • Andrew – Communications Team • Al – President/Blogger • Taylor – Secretary/Calendar • Shannon – Videographer • Juan – Videographer • Gloria – Photographer • Jessica – Blogger • Julia – Blogger • Chris – Cartoonist • Craig – Tech guru • So it takes a lot of people to make the whole thing work. • Great way to grow membership. • Before you begin, build a team of people who commit to help.

  13. Select Your Platform • There are a lot of website platforms out there. Each has its pros and cons: • Blogging Platforms • WordPress • Bloggers • ThinkPad • Social Networking Platforms • Ning • Open Source Platforms • Drupal • MYD decided to go with WordPress because the blog was front-and-center on our website. • Also has a great number of widgets that make customizing your website really simple, such as: • Google Calendar embed • Video embed • Flickr slideshow • cForms

  14. Content, Content, Content • “Content is king” • Focus: Don’t try to be everything to everyone • Be provocative to drive traffic – no one will read if its boring • Use rich media extensively • Use the same palette of icons, fonts, colors, and tone across all media • Quality over quantity • And make sure to edit and proofread everything! • MYD’s tone: • Approachable and unpretentious • Brief and to-the-point • A touch rebellious • Tech-savvy

  15. And Don’t Forget To Track It • Install Google Analytics for free on your website • Data will be valuable in finding out who is visiting, and what they are looking for when they find you • Track your progress and use these figures for fundraising

  16. Blogging Basics • Be brief – blog posts shouldn’t require too much scrolling • Make titles pop • Use tags effectively • Link to older posts and other parts of the site frequently

  17. Facebook Basics • If you have a page, encourage your fans to “suggest to friends” so you grow faster. • Be careful not to over-use Facebook. • Create events, send invites, send message reminders. • What goes in the status updates on your page? • Unique URLs like http://facebook.com/gomyd

  18. Facebook Basics contd • Page “updates” are not seen by many users. • What gets email notifications for some users: event invites, event messages, messages to all group members. • Want to know more? We’ll be posting our Facebook guide to gomyd.com next week!

  19. Twitter Basics • Never used Twitter? See Deanna Zandt’s guide: http://www.deannazandt.com/2009/02/26/a-non-fanatical-beginners-guide-to-twitter/ • Use HootSuite for stats and collaboration • Always follow back • Reply!! Be sure to “join the conversation” • Post more than your blog feed, be a HUMAN voice.

  20. Twitter Basics contd • Use Twitter search to find more people to follow • Follow local bloggers, MSM, electeds & activists • Follow members of your chapter • Want to know more? We’ll be posting our Twitter guide to gomyd.com next week!

  21. Cross-pollinate • Link frequently from your social media and email newsletter back to the website to drive traffic • Prominently display icons to “Join Us On Facebook” etc on your landing page and newsletter • Create events to RSVP to on Facebook from the website, which will show up in user feeds • Create original videos and photos so people can discover your org via multiple channels • Link to and from stand-alone initiatives frequently (nyequality.com)

  22. Reach Out To Other Sites • The golden rule of to follow is that no one will link to you unless you are willing to link to them (and thereby prove you’re paying attention!) • Pay attention to blogs who cover local politics in your geography, but also to state and national blogs • Add new media components to your Communications efforts – it’s not just about trad med anymore • MYD’s blogroll includes prominent NYC and New York State blogs with a progressive bent • MYD’s “Don’t Vote for Pedro” t-shirt, picked up by Daily Politics and The Albany Project • MYD’s newyorkequality campaign picked up by Ben Smith, Daily Kos, and others

  23. And Don’t Forget To Measure It • Website • Check Analytics frequently to figure out what’s working and not • Where is your website audience coming from? • What time do they come to the website? • Facebook fans / group members • Twitter followers • Email newsletter subscribe / unsubscribe • Use this information to tweak your strategy

  24. Thanks! Questions? • Al: president@gomyd.com • Chas: creative@gomyd.com • Emmy: newmedia@gomyd.com • Julie: social@gomyd.com Follow us on Twitter: http://twitter.com/gomyd

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