ROBERT

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ONLINE STRATEGY AND

ENGAGEMENT

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THE NEXT TWO SLIDES SHOW HOW MY ARTICLES ON HUMAN RIGHTS AND WESTERN HEMISPHERIC AFFAIRS HAVE ENSUED FURTHER RESEARCH FOR COLLEGE PROFESSORS, AS WELL AS SOCIAL MEDIA HITS AND MEDIA COMMENTARY.”

THE IMPACT OF MY WRITING IN SOCIAL MEDIA – EXAMPLES

Sanho Tree, one of America’s leading drug policy experts, retweeted one of my articles on the war on drugs and culture.

The Beckley Foundation, a UK-based drug policy organization, highlighted one of my articles on drug legislation in the Americas and its effect on human rights.

Carnegie Foundation Europe expert Judy Dempsey retweeted an article on conflict resolution in Colombia and the Philippines.

Carnegie Foundation Europe expert Judy Dempsey retweeted an article on conflict resolution in Colombia and the Philippines.

THE IMPACT OF MY WRITING IN RESEARCH - EXAMPLES

Former Mexican President Carlos SalinasDe Gortari (1988-1994) cited one of my articles on the War on Drugs as a “Panregional Fight” in his book “Republican Democracy” in 2010.

My articles on free trade and conflict resolution were published in the book “Opposing Viewpoints” and an academic article in “Journal of Development Studies,” respectively.

THE IMPACT OF MY WRITING IN TRADITIONAL MEDIA

The impact of my research on international affairs and human rights has been captured by media such as Al Jazeera America, Al

Jazeera English, Russia Today, and Huffington Post Live, to name a few.

DIGITAL CAMPAIGNS AS SEEN IN THE ORGANIZATIONS I HAVE WORKED FOR

• Online Content [blogs, landing pages, etc]

• Social Media Outreach

• Digital Engagement [online, social media]

ONLINE CONTENT These are examples of an online strategy with respect to making our content known to other audiences. From catchy headlines to compelling content, I helped create a blogroll/guest blogging srategy to further the organization’s message—in this case, for The Opportunity Agenda.

ONLINE CONTENT: Examples of web maintenance and selection of visual arts to make homepages more appealing to our constituencies. Pageviews for some of these organizations increased by 30-40%

E-MAIL MARKETING: Monthly e-newsletters use online content, partner news, and other recent developments. The content in e-newsletters and rapid-response messaging increased unique page views.

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SOCIAL MEDIA CONTENT: Here are some real examples of how to create internet memes that tie visual art with compelling information or quotes, which will in turn engage more followers and readers.

SOCIAL MEDIA CONTENT (cont’d)This is an example of how a campaign (in this case, a video clip called “American Banksters” for the Opportunity Agenda) can also be promoted by using social media memes that contain relevant information for viewers. This campaign pointed at the malfeasance of American banks that provided “predatory lending” to homeowners. Months later, the NY attorney general sued banks for mortgage wrongdoings.

SOCIAL MEDIA ENGAGEMENTThese are examples of digital strategies. The first one reflects the use of trending topics (i.e. #WhatifItoldyou) and how they can be used for

organizational tweets, which will be reflected on other followers’ feeds. The second one shows a edgier internet meme that uses humor while

at the same time informing followers about recent developments.

Another example of social media engagement at The Opportunity Agenda is the use of trending topics (TT) and our campaigns. #rejectedcandyhearts was one of the global TT on February 2014, which we tied to our year-long video clip “American Banksters,” as part of the organization’s Home Opportunity Initiative. The image below showcased an “undesirable candy heart” and was pegged to the TT. Joining such conversation on Twitter and FB helped increase our database by 20%, and 50 additional partner organizations and individuals joined our Initiative.

DIGITAL STRATEGY - MEASUREMENT AND IMPACT TOOLS Tools such as Klout, Storify, Bit.ly. and Hootsuite helped us identify new

target audiences for our Twitter and Facebook accounts.

CASE STUDY- The “Dump DeMarco” Campaign is another example of digital strategy. This campaign was launched in March 2013, time during which most constituencies followed the NCAA Final Four tournament. As an online strategy, I proposed that we could use such development and correlate it with our DeMarco Campaign to attract more attention. In addition to launching a landing homepage, I created the visual art below, which conveyed “basketball language” and the purpose of the campaign itself. The campaign achieved the purpose of removing Ed DeMarco and replace him with Rep. Mel Watt (D-NC)

CASE STUDY #2 - Helvetika Bold and Online Toolkit. This is another

example of how I oversaw the creation of an online toolkit

homepage, from wireframes, interior pages and the

implementation of a CMS system, while also working on visual arts

for Facebook and Twitter pages promoting Helvetika Bold a “Social Justice Superhero.” The first day of

its launch it received nearly 20K impressions on Twitter and 9K page

views in its first month.

It’s important to note that digital strategy should be in line with the personality of the organization, be

it a stern or an edgy, witty one.

Case Study #2 (cont’d) - E-mail Marketing: In order to raise awareness about Helvetika Bold, two e-mails were created in order to measure A/B testing success. Both emails yielded equal results of open rates and click-throughs.

CONTACT

TWITTER: @RVALENTWIT

YOUTUBE CHANNEL: http://www.youtube.com/user/MHOChannel