IFC/ASIA Master Class



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Your digital strategy: Crafting a plan for optimizing your NGO’s digital presence

This masterclass will cover the basics of developing a digital strategy for NGOs based in Asia. Internet connectivity, mobile phone adoption and social media have dramatically transformed the everyday lives of the people that NGOs serve. Having a robust digital strategy that can be implemented with low-cost and free tools is no longer optional — it is necessity. But with so any options and choices, how do you decide where to invest your time and resources for the most impact? This session will discuss digital trends that are affecting NGOs based in Asia; unravel best practices for creating content on social media, mobile, email newsletters and website; and suss out practical tips for fine-tuning engagement across all these channels. Delegates will assess their current digital strategy and tools, and identify a path to even better results.

Learning outcomes
– Assess your NGO’s digital assets and work flows — and what needs improvement
– Identify measurable objectives for your digital strategy, including pinpointing target audiences and creating audience personas.
– Get tips for using digital tools when your organization might have limited time, staff or technical experience.

Instructors

Beth Kanter
Tharum Bunn




Agenda

  • Introduction and Icebreaker
  • Global Digital Trends: What Asian NGOs Need To Know
  • Introduction to Digital Strategy: Assessment
  • How To Write A Winning Strategy
    • Crafting Measurable Objectives
    • Target Audiences and Personas
  • Digital Media Landscape
  • Content Best Practices
  • Optimizing Content for Social Media
  • Facebook Video Live and Messaging Apps/Bots
  • Social Media Ambassadors
  • Measurement
  • Q/A

Materials


Slides


Handouts


Digital Strategy Worksheet


SWOT Analysis


Greenpeace Mobilisation Lab: Persona Worksheet

Resource Links


Global and Regional Connectivity and Trends





Facebook Initiative
https://info.internet.org/

Google Loon
http://www.ibtimes.com/internet-access-remote-areas-balloons-google-research-team-x-have-breakthrough-2494074


How Much Online Content Generated Every 60 Seconds
http://www.go-globe.com/blog/60-seconds/

Transmedia Storytelling
http://www.howtostory.be/transmedia-storytelling-whats-in-a-name/

Storytelling Best Practices
https://blog.bufferapp.com/storytelling-formulas

Nonprofit Storytelling
https://www.nytimes.com/2017/06/14/business/media/marketing-charity-water-syria.html?mwrsm=Email

Rainforest Alliance Example
http://www.rainforest-alliance.org/
https://www.youtube.com/watch?v=3iIkOi3srLo

Charity Water Example

http://www.forbes.com/sites/toriutley/2016/09/14/meet-yeshi-a-bot-launched-by-lokai-and-charity-water-to-bring-awareness-to-the-water-crisis/#4387a4e87d51
http://www.adweek.com/news/technology/these-two-charities-made-facebook-messenger-bot-draw-awareness-ethiopias-water-crisis-173117


Gen Z: Overview and Research



http://genhq.com/gen-z/
https://blog.hubspot.com/marketing/generation-z-content-strategy
http://www.campaignasia.com/article/gen-z-challenges-sea-brands-kantar-millward-brown/432908

Unicef Example
https://www.crowdrise.com/trickortreatforunicef

Trust in NGOs
http://www.civilsociety.co.uk/governance/news/content/20267/public_trust_in_charities_is_lowest_for_10_years

Truthful Consumerism
http://trendwatching.com/quarterly/2017-03/truthful-consumerism/

Leading on Social Media for Staff/Board
http://www.bethkanter.org/hrw-employee-champions/
http://www.bethkanter.org/networkedleadership/
http://www.bethkanter.org/nonprofit-ceo-leaders/

Message Amplification
http://sethgodin.typepad.com/seths_blog/2013/08/message-amplification-isnt-linear.html

Digital Strategy

Care2 Digital Outlook Strategy
http://www.care2services.com/2017-digital-outlook-report

Personas
https://wiredimpact.com/blog/creating-audience-personas-for-your-nonprofit/
https://blog.bufferapp.com/marketing-personas-beginners-guide
https://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspx#sm.00017mih1cka5f1bzqi1gfppa52kb


Brainstorming with Sticky Notes
http://www.bethkanter.org/post-it-notes/

Content, Channels and Champions

The Media Landscape
http://www.edelman.com/who-we-are/the-details/cloverleaf/

Multi-Screen World
https://www.thinkwithgoogle.com/advertising-channels/mobile/multi-screen-world-infographic/

Content

Content Strategy and Work Flow
Editorial Calendars
http://www.nonprofitmarketingguide.com/resources/articles/favorite-topics/nonprofit-editorial-calendars/

Repurpose Your Content
http://www.bethkanter.org/visual-content/

Content Creation Process
http://www.bethkanter.org/smnp-continuous-improvement/

Writing Good Headlines
http://socialmediaslant.com/emotional-marketing-value-headlines/
https://blog.hubspot.com/marketing/headline-writing-tips#sm.00017mih1cka5f1bzqi1gfppa52kb
https://www.poynter.org/2014/top-8-secrets-of-how-to-write-an-upworthy-headline/255886/

Visual Content Tools
https://blog.bufferapp.com/a-complete-guide-to-creating-awesome-visual-content
http://blog.hubspot.com/marketing/visual-content-creation-social-media
http://www.socialmediaexaminer.com/visual-content-marketing-a-resource-guide-for-marketers/

Social Media Optimization

How To Craft the Perfect Social Media Post
https://blog.bufferapp.com/how-to-craft-the-perfect-post-on-facebook-twitter-and-instagram

Facebook Video
http://www.socialmediaexaminer.com/facebook-video-for-marketers-strategy-for-future-success-jay-baer/

Facebook Live
http://www.johnhaydon.com/facebook-live-ideas-show-impact-nonprofit/
http://www.johnhaydon.com/facebook-live-for-nonprofits-getting-started/

Facebook Messenger Bots
http://www.bethkanter.org/charity-bots/

Examples of Facebook Messenger Bots

1 Climate Reality
https://www.facebook.com/climatereality/

2 Anne Frank House
https://www.facebook.com/annefrankhouse/

3 National Geographic

https://www.facebook.com/NatGeoGenius/

4 Mission/USA (Pope)
https://www.messenger.com/t/MissioUSA

Champions

How Your CEO Can Use Social for Thought Leadership
http://www.bethkanter.org/thought-leadership/

Finding Your Brand Voice
http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/

9 Ways to Humanize Your Brand
http://www.socialmediaexaminer.com/humanize-your-brand-with-social-media/

Foundation Staff and CEOs
https://twitter.com/kanter/lists/foundation-staff-ceos

The Ultimate List of Socially Engaged CEOs and Staff
http://list.ly/list/I0a-ultimate-list-of-lists-of-socially-engaged-nonprofit-ceos

Social Media Metrics and Measurement
https://blog.bufferapp.com/learn-social-media-analytics