communications secret sauce

A Workshop for Journalistsfor Human Rights

COMMUNICATIONSSECRET SAUCE

Brand or mission Improvement in brand awareness

Relationships Improvement in or establishment of relationships with stakeholders

Behavioral Increases in specific actions like donations, rights media sharing,

coverage of human rights issues, etc.

KNOW YOUR AUDIENCE

WHO are your stakeholders? Define them and create a profi le for each audience.

WHERE will you fi nd them? Online? Offl ine?

HOW will you reach them? Which channels make the most sense?

WHAT will you communicate to them? What messages do they want to hear from you? What do you need to tell them?

IMPORTANCE OF PROVIDING VALUE

IT’S FOR

CONTENT & COPY!

MEASUREMENT IS THE KEY INGREDIENTIN THE SECRET SAUCE!!

Defi ne your Key Performance Indicators – specifi c and quantifi able metrics that JHR fi nds necessary to its success For example: Increase fan base by 20% at the end of the year

Increase donors by 15% by the end of the year Increase number of rights media stories shared online by 5% every

month

Defi ne your benchmarks Measurement is comparative. How will you know if your

communications eff orts are successful? Benchmark analytics against previous months/years within the

organization or find an org of a similar size and cause to compare Remember to keep your goals in mind when defi ning KPIs

Don’t collect data for the sake of collecting data. Use it to make informed

decisions! Don’t just count…understand WHY

you’re getting the results you’re getting

OPERATION GROUNDSWELL CASE STUDY: TRACKING DATA IN EMAIL

CAMPAIGNS

OPERATION GROUNDSWELL CASE STUDY: A/B TESTING IN EMAIL

SUBJECT LINES

OPERATION GROUNDSWELL CASE STUDY: TRAVEL BLOGGER FEATURES

We interviewed influential travel

bloggers and featured them on our blog as a means of gaining more traffi c on our site from

their networks.

COMMITMENT IS CRUCIAL TO COMMUNICATIONS SUCCESS

CONNECTING THE DOTS BETWEEN GOALS, AUDIENCES, STRATEGY, AND MEASUREMENT.

Strategy DocsEditorial Calendar

Stats SheetSpace for Learning

LIKES AIN’T NOTHIN’ BUT A NUMBER

JHR’S TURN! Digital AmbassadorProgram

Justine Abigail YuCommunications & Marketing DirectorOperation Groundswell

e: justine.abigail@gmail.com w: www.justineabigail.comt: @justineabigail