Activism in a New Digital Landscape Leveraging Facebook to Reach and Educate a Global Youth Development Audience

Kaiya Waddell and Chase Mohney

Tim

e sp

ent

con

sum

ing

med

ia

Radio

Digital

Television

Mobile

1950 1960 2000 2010

Source: eMarketer, US , July 2013; *“Poll: More voters watch video online”, 2/24/14 (http://www.politico.com/story/2014/02/poll-more-voters-viewing-video-online-

103826.html)

TV no longer dominates media consumption

The Internet is shifting to mobile

Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2010 2011 2012 2013 2014 2015 2016

Worldwide smart connected device shipments (M)*

Smartphones PCs Tablets

45% of the world

population will have a smartphone

in 2016**

Facebook is at the center of the shift to mobile

Source: comScore Media Metrix, April 2013

of US smartphone users are using Facebook

on their smartphones

78%

Lets dig in: CONTENT

Determine which content will help to best achieve each marketing goal

This is the brand purpose.

Facebook example: Making the world more open and connected.

Increased trust in brand

Reach/frequency, video views,

polling/sentiment

Revenue from mobile advertising Increased time spent on platform

Website conversions Clicks to website, external

domain metrics

This is what your page looks like to you

But most people discover your content like this…

View your page

as a source,

not a destination

You’re competing

with family and

friends 40-150x

More likely to see content in

news feed

Users are

Our Content Principles

Keep it simple & get to the point

Our Content Principles

Photos & Videos

Our Content Principles

Be Timely

Exercise: Why care, why share?

Lets dig in: Voice, purpose, & identity

A clear brand identity is critical to building

a great marketing strategy

How should an organization tell its story?

Clear brand purpose

Unique brand voice that creates

an emotional connection

Engaging, conversational content

GOAL: Articulate your Facebook Brand Purpose

Brand purpose example: (misc. Veterans organization)

- Empowering veterans to lead high-quality lives with

respect and dignity.

This means helping all veterans and their families get

what they were promised. This organization fights for

veterans every day so they can overcome obstacles to

obtain the benefits they earned and deserve.

• Why does your brand exist?

• What drives your brand and gives it meaning?

• What distinguishes your brand from your

competitors? exercise

GOAL: Define your brand voice for Facebook

Voice Example (misc. Veterans organization):

Patriotic, united, determined, respectful, hopeful,

positive, supportive. (Simple, plain-spoken)

• What are 5 adjectives that are not your brand?

• How do your adjectives distinguish you from

your competition?

exercise