Storytelling And Digital Strategy To Help Your Organization

Succeed

2015 Michigan Association of United Ways Annual Meeting

Rose Tantraphol | Scott Swanson@thecuriousrose | @scottswanson123

• The Major Streets Strategic Communications

• Buildings Platforms including your website, Facebook, Twitter, email and all the rest

• High-Speed Cable Networks All things Google-related

• Local character Humor, personality, letting experts and science work for you

The Major Streets Strategic Communications

Stories

http://www.liveunitedsem.org/

Why do stories work?

• Neuroscience! • Stories activate our brains. • Stories allow us to connect with our audiences.

What makes for a good story?• They resonate • They’re true• They are trustworthy • They appeal to the senses • They agree with the worldview of

your audience

Telling your stories

• Finding the heroes of your story • Know your audience • Tell your stories richly

Let’s talk about your stories

Communications Audit

Take the time for the 4-step process

Buildings Platforms including your website, Facebook, Twitter, email and all the rest

Website

• Does your website tell your organization’s story?

• Does it tell your story on mobile and tablets too? Make “responsive design” your new mantra.

• Is social sharing enabled on your website?• Just say no to PDFs (most of the time,

anyway!). • Email marketing still works; make sure you

have an easy place to sign up on your site.

http://www.liveunitedsem.org/

• In this pay-to-play age of Facebook, set aside a modest budget – even $25 a week would help! – for Facebook advertising. It will pay off.

• Think (and target) locally – your ads will go a lot further.

www.facebook.com/UnitedWay?fref=ts

Design resources

• Canva.com• Infogr.am• Picmonkey.com

Email Marketing Still Works

Open Rates by Industry

Utilize Reddit (but don’t be a jerk)

High-Speed Cable Network All things Google-related

Google Grants

Criteria• Hold current and valid

charity status, as determined by your country; please see your country’s charity status definition below.

• Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use.

• Have a functioning website with substantial content

Google Analytics: What’s most important?

Skippable (InStream) YouTube ads: Results for as low as $.7/view

Humor, personality, letting experts and science work for you

What are some of your favorite resources?

We know that was a lot of information! Feel free to reach out to us if you have

questions.

Rose Tantrapholwww.linkedin.com/in/rtantraphol@thecuriousroserose@moonsailnorth.com517.775.2152www.moonsailnorth.com

Scott Swansonwww.linkedin.com/in/scottswanson123@scottswanson123scott@moonsailnorth.com517.582.0084www.moonsailnorth.com