Just because everyone seems to be on Facebook doesn't mean you need to be. Digital platform isn’t a one size fits all.

Now you know your platform. What’s next?

Digital Content for Your Audience

What is Digital Content? Anything that can be published in digital platforms.

Infographics Memes Videos User generated content Photo galleries Link pages Case studies

Testimonials Q&A Newsletters Research and data Offline events Online events Slideshares

Presentation Invitation Personal experiences Case studies Event preview Blog posts Organizations goals and targets

•  Thought Leadership •  Attraction and Conversion •  Communicating and Sharing •  SEO

Why Content Matters?

•  To entertain This will have a strong emotional appeal to audience, making it very shareable.

Why Use Digital Content?

•  To educate This will allow for a wide reach, especially for those who might not be in the know just yet. Again, this is often very shareable.

Why Use Digital Content?

Why Use Digital Content? •  To persuade

This is slightly more emotionally charged; content that gradually changes the mind of the audience.

Why Use Digital Content? •  To convert

Content that is more often rational rather than emotional as you will need a decision-making brain when considering what a conversion piece has to offer you.

2015 Trends •  Better targeted content and more

personal •  Organizations build deeper

relationships with their audiences •  Integrated communications channels

for integrated content

Know Your Audience •  Identify them first •  Understand general demographics •  Track keywords •  Dig into your community •  Find out who’s influential •  Conduct surveys •  Listen

Know Your Audience The Audience’s Journey:

Awareness

Experiencing and expressing the causes you want to solve.

Consideration Why do they want to join you, what are the changes they

could make, and how could they join you.

Action

Getting involved in your cause.

Ask yourself: •  What is your organization’s objective? •  Who are you targeting? •  What are their audience’s characteristics?

•  Why do you think they want to support you (what is the importance)?

•  What can get their attention?

Know Your Audience

Engaging Content

Creative writing & Content curation

The Ingredients

What makes content engaging •  Tell a story •  Be honest and transparent •  Strong visual content: images, infographic, videos,

presentations •  Strong lead for long form articles •  Make your content easy to read and understand •  Calls to action

Ways to Improve Engagement •  Ask your audience questions •  Showcase your expertise. Provide solution. •  Post lighthearted content •  Show off your personal side •  Curate relevant content •  Converse with audience •  Repost evergreen content •  Share inspirational quotes

Website/Blog. Facebook. Twitter.

These are the most popular platforms used in Indonesia. How can you optimize these tools to help communicate your organizations?

Appearance •  Good use of color •  Text that is easily read •  Meaningful graphics •  Quality photography •  Simplicity •  Don’t forget, language selection

Website/Blog

Website/Blog Content •  Short and organized copy •  Update the content regularly •  Speak to audience •  Consider a pro

Website/Blog Functionality •  Every component of your site should work

quickly and correctly. Everything should work as expected, including hyperlinks, contact forms, site search, event registration, and so on.

•  Error-free copy: double check the facts and figures, as well as grammar, punctuation, and spellings.

Website/Blog Usability •  Simplicity •  Fast-loading pages •  Minimal scroll •  Consistent layout •  Prominent, logical navigation •  Descriptive link text •  Cross-platform/browser compatibility •  Mobile friendly

Website/Blog Search engine optimization •  Include plenty of writtent content in HTML

format •  Use important keywowrds frequently and

appropriately in your copy •  Minimize the useof tables and cascading style

sheets for layout and positioning •  Leverage your links

Facebook •  Have a page •  Opening up the subscribe button on your

personal profile •  Manage groups of people •  Tell people you are on Facebook •  Make the most of your profile •  Use keywords in your profile and posts •  Post content that people typically enjoy on

Facebook •  Engage with your followers •  Direct people to your own website or blog

Present your brand •  Choose your Twitter username, profile images,

and background Build a strong foundation •  Location (tell people where they can find you) •  Website (share a web address with your

audience) •  Bio (tell audience who you are and what you do

in 160 characters)

Twitter

Twitter Start following people •  Your internal team •  Your audiences •  Your professional network •  Your relevant stakeholders

Start talking •  Tweet •  Reply •  Mention •  Retweet •  Direct Messages

Twitter Talk smarter

•  Find the sweet spot between what your audience wants to hear and things that promote your business

•  Give people useful information and answer their questions

Drive traffic to your website and blog

•  Shorten your web address (bit.ly)

Connect your online presence

•  Add your Twitter account information to the social media account information on your website and blog

•  Add a timeline of your Twitter messages to your website and blog

•  Make it easy for people to share your website and blog content on Twitter

Twitter • Share photographs in Tweets • Add video to your Twitter timeline • Organize your followers into conversation lists • Expand your audience with hashtags • Pinpoint potential audience

Auxiliary Tools / Apps To boost contents and or to monitor update relevant to your cause: •  SocialBro •  Zuum •  ContentGems

SETTING THE STANDARDS: What to do and not do?

DO’s •  Curate rather than create •  Schedule posts •  Repurpose existing content •  Do an interview series •  Use visuals •  Create a playlist •  Create a poll •  Invite guest bloggers •  Use metrics •  Be alert for good ideas

DON’TSx  Purchasing your likes and/or followers x  Responding incorrectly to negative client feedback x  Only posting one type of content x  Over-promoting your content and services x  Responding to clients in a canned, impersonal way x  Being on too many social media channels x  Not monitoring who runs your social media channels x  Not having a secure social site x  There is such a thing as too personal on social media

þ Social media is getting increasingly important. þ Know the characteristics of the social media platform we use and proceed accordingly. þ It’s very easy to use social media; all we have to do is take the first step. þ As long as we use it wisely, social media will help us develop both personally and socially. þ Keep track what’s working once we get going. þ Make the people in your organization / commmunities as advocate.

IN A NUTSHELL?

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