Supporting you to plan strategic change

Campaign Strategy

Digital Strategy

We work with groups to develop their strategic approach, to ensure their digital campaigns are effective and they achieve their aims. This includes helping groups identify their strategic objectives and goals, and planning what tools will help them best achieve those aims.

Campaign and digital strategy webinar series

View the runsheet
Background image by Georgie Seccul
An amazing Melbourne based sculptor. Support artists as they are doing it tough ATM and they make life so much richer.

Digital Strategy 101 introduction

  • Using definitions loosely to weave a story
  • Basic take on specialised fields and heavily funded application.
  • Digital a subset of organisational strategy
  • Trojan Horse
  • Planning on how to use digital to support the campaign strategy.
  • Resources are limited
  • Detail is in context.. but think about it
  • Fighting for attention (google design ethicist)

Why

★ Defining digital goals

  • Sounds simple
  • Most plans are not clear
  • The reference for all strategy, debate spend and focus
  • Swiss army knife vs bread knife

Exercise: Define your goals

This will give us examples to discuss on what appropriate goals should look like

 

Who

✩ Target Audience(s)

  • Who do you want to talk to
  • Swiss army knife communications – vague vs targeted
  • 54 YO male who lives in the city vs 14 YO alt gender who lives in regional Australia
  • Desires > fears > subcultures > language > FB targeting > social media platforms

 

✩ Current Audience

  • Who do you currently talk to vs target

 

✩ Network mapping

  • Use a wall or software such as mindmeister or spreadsheet. Links use diigo.com
  • Influencers
  • Nodes – influence flow
  • Communities
  • Organisations
  • Allies
  • Platforms
  • Offline
  • Targets
  • Personal and my community – David Pocock
  • Competitors
  • Council example

 

★ Character personas

  • Its all about the people – Humanise data
  • Some other definitions: Vincent Xia | Xtensio
  • What keeps them up at night > desires > fears
  • Funded research vs educated guessing + testing

Exercise: Create one target persona

 

How – Creating the Journey

✩ Campaign Phases/streams

  • Garden – prep – seedlings – growth – harvest – annuals/perenials
  • ICAN – Launch 2009 | 2011 | 2019 | Now | Now – local
  • ActionSkills- soft launch, brand, build content, trickle some work >  major launch

✩ Service design

  • Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. Wikipedia
  • Planning components of a service to improve quality of interaction
  • Digital Service Design – infrastructure (assets > website, blog, social media etc), communication (publishing/conversations) and material (content)
  • Digital a subset of organisational strategy > offline may be key
  • Old fashioned service

 

✩ User journey and pathways

  • Homework – deconstruct service design in your life. Question how you are behaving and feeling.
  • Supermarket – Fresh food people – milk at the back, opposite ends – impuse buy –  lighting –  nag factor
  • Macdonalds – Service example >  Future Restaurant | Sprintvalley
  • Websites – sitemaps > landing pages > functionality > graphic design > imagery/copy > platforms

 

✩ Central Node Concept

View the runsheet
Background image by lightwizard
An amazing Melbourne based sculpter/image maker. Support artists as they are doing it tough atm and they make life so much richer.

Questions via the Q+A tab

Comments via the comments Chat

★ Central Node Concept

✩ Intro to social media platforms

  • Content + Conversation (people + algorithm + AI)
  • Resources are limited
  • Conversation vs broadcast
  • Automation vs custom publishing
  • Pay to use
  • You don’t own it
  • No experts – learning – opportunities for savvy –
  • Early adaptor vs cheap paint
  • Track

✩ Choosing your social media platforms

  • What platforms do your audience use
  • How do they use their platforms – insta party example
  • How do influencers use it – Gary Vee James Tuckerman (commercial sources for NFP) DMA – Semipermanent
  • Marigold example – recipes pinterest
  • What works for your content
  • Keen vollunteers and/or access to influencers
  • Social Media Statistics for Australia
  • Sensis Social Media Report

 

✩ ✩ ★ 10 minute break ★ ✩ ✩

✩Assets Plan – Tech Stack

  • Tech Stack
  • Working in volunteer teams/consensus/skills
  • Renegade and DIY assets
  • FLAC

✩ Website planning – Brief

  • Do not continue without a brief – don’t brief without clear goals (strategy)
  • Lost in communication
  • Complexities and blowouts
  • Visiting a doctor vs Remember it is called a brief
  • Technical (functionality)
  • Style (design, communication)
  • Dvize brief

 

✩ Prototyping

  • (the user journey)
  • Live on Divi (WordPress and Divi theme)
  • Faster tech and solo lead + responsive
  • Examples on desktop

 

✩ Agile

  • Go fast – it is not final
  • Test and refine

 

✩ Defining ongoing roles and tasks

  • Boundaries + mental health
  • Plan to scale (conversation / content)
  • Recruit vollies or funding for paid positions
  • Identify gaps for prioritisation
  • FLAC PDF / FOE

 

✩ Building online community

  • Culture – guidelines – roles
  • Community manager(s)
  • Seeding
  • Manage trolls – policy – flac example
  • Empowering brand advocates
View the runsheet
background image by terabass

✩ Introduction

What:

  • talking to your audience strategically
  • framing – target audience
  • manipulating how people feel and respond

Why:

  • resonate / connect / trust / bond
  • recognise / familiar
  • influence people to act

What:

  • psychology + graphic design + copy writing + etc
  • complexities > analogy: film director
  • people differences > reader vs visual vs motion

 

✩ Psychology + propaganda

Psychological sales

  • (user journey) Gym membership sale
  • motivation + objections + scarcity/pressure
  • interview >  tour – (reenforce motivations + factoids) >  close
  • 2 options + scarcity (overcome objects)

 umm ethics? church example

 

✩ Copy Writing

  • The art of writing
  • When in doubt > character personas + brand personas
  • Search optimised sales copy

 

✩ Graphic design intro

  • Eye the most important evolutionary tool (arguably)
  • Language + system we learn as well as written/verbal language
  • Essentials of Visual Communication
  • Art vs design = overlap / emotion system/language / art doesn’t need a point / design does
  • Body language
  • Colour psychology + sun room | prisons | functionality
  • Typography – Personality (or none) + legibility
  • Photos – style + quality + subject + treatment – An image tells a 1000 words
  • Illustration / art – ACD example
  • Layout – reading like language | basic header
  • Texture / Sound / etc

★ 10 minute break ★

tshirt exercise | feelings to why

 

✩ Brand personality

Intro

  • what is a brand
  • is a brand a person?
  • social status and personal identity

What

  • definitions – voice
  • elements/attributes
  • graphic style/language
  • style guide |Vennage |  99designs |  hubspot
  • personal brand > Steve Jobs, Nicole Kidman, Mark Suckerberg

 

✩ Developing a brand personality

  • Internal – not a mission statement – brief for creatives
  • Adjective words | dvize brief doc | Actionskills BP
  • Description sentence
  • Can a graphic designer or copywriter use this?

 

Story telling

  • Traditional Human knowledge transfer
  • Being human – emotion vs data is boring (to most)

Frameworks

 

Briefing creatives

find one that fits your brand personality (and budget)

discuss:

  • your brand style/personality work
  • their folio > what resonates + costs
  • their creative process
  • the actions you want to influence
  • the intended feelings of your user
  • the technical needs | system
  • timelines/budgets
  • don’t play the budget game (caps are helpful) | trust their folio

process:

  • balance direction vs freedom > learn how they work fast
  • if not working – be straight > they may be guessing from crap briefing
  • trust their folio
  • minimalism and elegant simplicity takes time
View the runsheet
Background image: Ngarrang fire art – Directed by Pete Ingram, Aidan Kempster. Support by FlameWriter, Ngarrang crew and Burning Seed

✩ Introduction

 

✩ Approaches

  • Search – organic / paid – people are looking
  • Social media – organic / paid
  • Facebook – pages/groups – heavily targeted – weak leads
  • Influencer –
    • New skool (+ micro influencers) instagram, sites, bloggers, newsletters
    • Old school (Murdoch/celebrity)
  • Content Marketing
    • Production > Red Bull
    • User content
    • Content syndication / ebooks
  • In game
  • Sponsorship
  • Merchandise
  • Affiliate (NFP distributed fundraising)
  • Ad placement / PPC

 

✩ Research

 

★★ 10 minute break ★★

 

✩ Benefits, not (and) Features

  • What can this do for the person (user/customer/activist)
  • Results > fancy marketing strategy vs get more donations
  • Feel, empower, fears/dreams, social status and personal identity
  • Gym Example
  • Apple vs Microsoft
  • see images

 

★ Sales Funnel

Pathways with numbers – Example

– \\    1000   // – reach people on social
–   \\   200   //  – visit your site
–    \\   50   //   – sign up to newsletter
–     \\  20  //    – read newsletter
–      \\  4  //     – click to register for an event
–       \\ 1 //      – come to the event

  • Volume + conversion
  • CRM – client relationship manger – Organising people with databases | NFP CRM‘s
  • Opt in gift / Lead magnet (examples + noob etc)
  • NFP adaption > emotions / empowerment / social status (petition/email action)
  • NFP adaption 2 > How to guides / merch /  educational resources
  • Automation
  • Re-marketing (action takers/donors)
  • Cost Per Acquisition

 

✩ Data and improvement planning

  • Measure everything, then use it. Summaries for team.
  • Track > test > refine
  • Ultimate metric > your goal
  • Refine personas and improve service design
  • Google/facebook ect analytics
  • Traffic volume / pages? / bounce rate / traffic source
  • A/B testing – FB/Google/Website – no experts
  • Heat mapping – click journey
  • Measuring offline – custom pages/coupons

✩ Closing

✩ Q+A

View the runsheet
Background image by Aviva Reed

✩ What is search Marketing

  • Why search matters
    • vision for the internet
    • hot lead
  • Limits
  • Dark arts – specialists + cowboys
  • Sandbox
  • How competitive? Diamond rings vs Coburg soccer club
  • Organic and paid search – $10,000 adwords (via connectingup)
  • Other search
    • yahoo/bing/Baidu/yandex/privacy
    • youtube
    • voice
  • Humans vs robots

✩ How search engines work

  • Indexing
  • Moz
  • Link backs
  • The best page on the internet
    • AI and the death of SEO

 

✩ Selecting target keywords

  • what is your target searching for?
  • no searches vs irrelevant
  • short tail vs long tail (questions)
  • guess, testing and compiling a list
  • google keyword planner
  • ahrefs.com

 

✩ For every Keyword

  • Page/post
  • quality, optimised content
  • Search result title, description
  • Call to action

 

★★ 10 minute break ★★

 

✩ Optimising copy – Semantic markup

  • No extra work if done from the start
  • Basic html > view source (+css +javascript)
  • h1, h2, h3 + paragraphs + lists
  • WordPress editor classic /blocks
  • Seamonkey
  • Rubbish code
  • Cross platform/future proof/disability/voice
  • Email

✩ Optimising copy – TL;DR

  • Long form is dead – scan to read
  • Short paragraphs
  • Headings, sub headings
  • Lists

✩ Optimising – Other

  • images
  • page speed
  • cross platform – responsive design

✩ Overview of Yoast SEO (WordPress)

  • Robots on
  • Automated testing of SEO principles
  • Guide only
  • Social optimisation | FB cache

 

✩ Search console and analytics

  • XML Sitemaps = google babyfood
  • request indexing
View the runsheet
Background Image: Australian Map of Nuclear sites | free download | credits

✩ Introduction

  • What is content – types? (see below)
  • What types of content areas are relevant to you?
  • system thinking – content prodcution, distribution and
    mangement system
  • Imagery next webinar

 

✩ Why is content and content strategy important

  • underpins all marketing
  • connection with audience
  • drive growth
  • most people hate ads
  • pathways and sales funnels
  • take control of the narrative
  • expensive/time consuming
  • neilpatel – what-is-content-marketing

 

✩ Content strategy introduction

  • What makes you unique?
  • Strategic communication – style, personality and positioning
  • Personal connection
  • What stories are relevant
  • Fears/dreams/painpoint/solution
  • Interaction and audience time – community

 

✩ Audience/personas

  • what content do they want
  • how do they want to consume it – format / platform
  • User persona – Sources of Information

 

✩ Mapping content to user journey

example

  • Awareness
  • Research
  • Consideration
  • Buy

example

  • image

 

✩ Content management – publishing hierarchies?

  • checks and balances – brand reputation – legal issues
  • editor/review/legals
  • consensus/collective
    • guidelines/framework
    • black/white = no/go
    • grey = second approval
    • controversial = consensus
  • hashtags = independence > hijacking

 

✩ Content management – guidelines

✩ ✩ ★ 10 minute break ★ ✩ ✩

 

✩ Content production – how

  • budget > time / money
  • software/hardware/phones/internet/passwords
  • workflow
  • training
  • templates
  • location
  • styleguide + assets (logos/fonts)
  • content mangement – internal / external

✩ Content production – who

  • outsource
  • specialist staff
  • you/brand ambasador
  • everyone is a rockstar
  • staff
  • vollunteers/supporters
    • spot
    • invite
    • nuture
    • content campaigns/hashtags

✩ Content production – doing

  • Content brainstorming
  • Stories
  • Content production bursts
  • Content parties / hackathons / tarkine in motion

 

✩ Content production – quality

  • brand persona
  • platform
  • cost
  • mixing it up (fancy sales content/ low fi insta stories

 

✩ Media management systems for events

 

✩ Existing content

  • Audit
  • Partners – network mapping
  • Libraries – tourism
  • Build a library – content mangement – internal / external
  • Used by date (mangement) vs timeless

 

✩ Repurposing content

  • Content optimisation
  • Video
  • Podcast
  • Transcribed >https://www.rev.com/
  • Webpage > snippets on webpages
  • Refined  > ebook
  • Click bait pdf – top ten / teps / hacks / cheat sheet
  • Infographic
  • Memes

 

✩ Content Calendar

  • Software –
  • Scheduling + Automation
  • Key times
    • events
    • campaign milestones
    • mainstream dates (easter etc)
  • Realtime responses to whats happening

 

✩ Syndicating Content

  • using other peoples high traffic channels/platforms
  • producing content for their channels

 

✩ Copywriting

  • Seducing people to act
  • Seducing people to read/absorb more
  • TL;DR

✩ Semantic Markup

 

✩ Data

  • is this working?
  • tracking response
  • A/B testing
  • cost per acquisition/goal

 

✩ Content Examples

  • webpages
  • blogs
  • email
  • comments
  • webinars
  • ebooks
  • photos
  • infographics
  • apps
  • games
  • videos
  • quizes
  • videos
  • art
  • presentations
  • slideshows
  • podcasts
  • songs
  • interview
  • montage
  • editorial
  • review
  • mashup
  • meme
  • story
  • how-to
  • lists
  • tips
  • opinion
  • research
  • experiences
  • information
  • case study
  • charts/graphs
  • FAQ
  • guides
  • templates
  • quotes
  • polls
  • phone call
  • chat
  • live video
  • events
  • product descriptions
View the runsheet
Using databases to manage people and centralise data

We explore all the aspects you need to consider when choosing and implementing a database.

Sharing their wealth of knowledge and experience, I will be joined by :

 

★ What is a CRM

  • Customer/Client/Constituent Relationship Management (CRM) system
  • Facilitation and communication
  • Specialised sub-sets > eg donor management

 

★ Why use a CRM

  • scale
  • proven effectiveness
  • user expectations
  • competition

 

★ Digital Strategy

  • Sub set of campaign strategy – theory of change
  • What do you want people to do?
  • How are you going to support them to do this?
  • The role of data in facilitation and communication

 

★ People

  •  Volunteers
  •  Action Takers
  •  Donors
  •  Sponsors
  •  Event attendees
  •  Members
  •  Media

 

★ Pathways / user journeys

 

★ Tech Intro

  • no perfect tool
  • some are really good at some things
  • simple vs complex
  • lock-in
    • the nature of CRM
    • technical
  • out of the box vs customisations

 

★ CRM technical approaches

  • cloud
  • off the shelf
  • customisation
  • hybrid / integration on various apps

 

★ Tech Briefing – why

  • briefing vs trial vs referrals
  • its in the details
  • break down complexity
  • sophisticated compromise

 

★ Tech Briefing – intro

  • Functionality brief
    •   must do
    •   like to do
    •   nice to have
  • Consult people in org will use it
  • Budget
  • Research – shortlist
  • Ask for advise – find people who use the tools
  • Ease of use
  • Training and support

 

★ Costs

  • understand their pricing models
  • monthly fees
  • communications – email – sms
  • customisations
  • website
  • integrations
  • training
  • growth

 

★ Data planning

  • Personalisation
  • Empowerment
  • Problems you need a CRM to solve.
  • How are we using the data
    • Communicate – rally – call to act
    • What data do we need
    • Segmenting data
    • Data growth
  • Do yo have the resources to use segmentation?
  • Data audit > import
  • Data hygiene > management > cleaning

 

★ Data Rules

 

★ Data use and abuse

  • IBM and the Nazis
  • External privacy policies (of the tools you are using)
  • Where are the databases? and their laws?
  • Government / court / business access
  • What info are you collecting
  • Inappropriate segmenting – eg radical
  • Who in org controls it
  • Who has internal access (to what) – varied permissions
  • Access agreements
  • User/peoples right to access/delete

 

★ Website integration

  • CRM website
  • External website
  • External tools > data import

 

★ Donations

  • Process payments
    •  credit cards
    •  subscriptions
    • other payments cash/bank transfer
  • Record keeping
  • Receipts / compliance
  • Retention / appreciation
  • Members
  • Volunteer donation drives
  • Merch > snail mail

 

★ Email + SMS campaigns

  • Automation
  • Newsletters
  • Take action

 

★ Events

  • Bookings
  • Free / paid
  • Managing RSVP

 

★ Data reporting

  • Understand trends
  • understand donors and actiontakers
  • goals
  • testing approaches
  • compliance

 

★ Integration support

  • Zapier
  • Manual data migration
  • Callhub and things like that

 

★ CRM Company

  • ethics
  • viability
  • development
  • support

★ Internal Resistance to CRM technology

  • Too busy
  • Bad cost analysis
  • Scared of scale
  • Don’t understand efficiency
  • Control issues
  • Don’t want change
  • Ego – centre
View the runsheet
Background image “Magnolias and Irises”, Louis Comfort Tiffany, circa 1908, favrile leaded glass. Image Source.

✩ Intro

✩ Getting started

  • Good for development
    • Uses standard template structure
    • Works well with CPT, CT, Custom Fields – see next level WordPress
    • Works well with WooCommerce and other plugins
    • CSS works well
    • well documented
    • not needed support
  • Cons of Divi
    • free but not
    • not quite there yet
    • learning curve
    • migration of content > code structure
    • lock in – plugin version
    • buggy on slow connections
    • lacking style library items
    • 3rd party plugins average
    • ad blockers can affect global editor
  • Divi licensing
    • opensource
    • pricing
    • updates – support
  • Installing Divi – standard theme
  • Divi Child Themes

 

✩ Divi Fundamentals

  • Default vs Divi Builder
    • future planning
  • Creating a Divi Page
    • frontend editing / backend

✩ Building a page

  • Bottom Tools
  • Sections, rows, columns
  • Exploring Modules
  • Module settings
  • The power of images – upskill.coach
  • Hover and mobile states

 

✩ Global Design Settings

  • Divi Options
  • Divi theme Customiser
  • Divi theme builder

 

✩ Divi Library

  • Creating reusable design elements
  • Using site wide Sections, rows, columns and Modules
  • Migrating whole divi pages and layouts

✩ Divi Layouts

  • Finding Divi Layouts
  • Installing layouts

✩ Elegant plugins

 

✩ Advanced design

  • Introduction to CSS
  • Targeting
  • Over-riding
  • .style {display: none; }

✩ Close

I have had the pleasure of working with Glenn Todd and Dvize numerous times, and highly recommend him both as a Trainer and Mentor in online services, as well as a strategic advisor in content creation, security and social media.

Glenn has been invaluable in providing leading edge and creative approaches to campaign work, coupled with practical online training, webpage design and social media training for MFC staff development. Glenn has been central to the most effective online work I have undertaken with Markets for Change, Conservation Council of WA and the Victorian Coal campaign.

Louise Morris

Campaigns Manager - Markets For Change

Glenn was involved in the early stages of our business establishment and was invaluable in the development of various company web sites and communication materials.

I found Glenn to be highly professional, reliable, honest and committed to achieving positive outcomes.

He was very good at communicating complex issues and developing a solution that draws on a wide variety of technical options.

Dan Atkins

Managing Director - Shaper Group

Glenn has a unique skill-set that covers all bases and makes working with him a pleasure – up-to-date technical knowledge, a passion for social media strategy, a commitment to training, and a strong design background. Combine this with his amazing patience, support and willingness to share knowledge and you have a service that is second-to-none. Glenn’s commitment to various environmental and not-for-profit initiatives also speaks volumes about his principled approach to business and it was a delight to see this translated into his day-to-day working practices.
Uschi Steedman

Communications consultant & facilitator