ifc-asia

=**IFC/ASIA Master Class**=




 * 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

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 * 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

**Handouts**
Digital Strategy Worksheet

SWOT Analysis

Greenpeace Mobilisation Lab: Persona Worksheet

**Resource Links**
Global and Regional Connectivity and Trends

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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 [] []

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

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[] [] @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 []

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