EveryoneOn, But Not All at Once—Build Base, Buzz Then Share - Amanda Lehner-AdLibbing

How do you reach people who are not online online Through others and this is the power of social media Of course we like messaging people directly on Facebook and Twitter but the magic is in the share Which is essentially our three favorite lettersamp8212WOM The Ad Council39s digital literacy campaign EveryoneOn seeks to raise awareness of digital literacy trainings in the community and then asks digitally savvy friends to connect someone in need to the trainings and the benefits of the InternetHelpsGood the social agency on the campaignset out to achieve the following1 Build a base of likely supporters focusing on libraries training centers and other close campaign partners Capturing the quick wins first helps to create buzz as the natural supporters are more likely to share with their networks2 Create a community before the big PSA launch event3 Engage the base with relevant content praise and entertainment Disseminating campaign messaging and call to actions are very important Yet it39s equally as important to build relationships with partners by fulfilling their online call to actions We also aren39t afraid of having a little fun with posts on cats and ponies4 Activate the community on launch day to help bring people online and encourage the community to share their storiesOf all the strategies above I think creating a community before the launch is key when thinking about the capabilities of social to spread the word So now when the biggest announcement and best content is ready we39re posting to over 10000 supporters and not a handful of friends Conversely those who encounter the campaign through nonsocial channels will get on Facebook and Twitter and see the party is in full swingAmanda LehnerAmanda Lehner is a Digital Strategist and Producer at HelpsGood a fullservice digital agency with a focus on social good Prior to joining HelpsGood Amanda was the Director of Interactive Services at the Ad Council where she was responsible for website development project management social media and other interactive projects for Ad Council39s PSA campaigns In 2007 Amanda was the Online Communications Manager at SAMHSA39s National Suicide Prevention Lifeline where she managed Lifeline39s websites social media presence and online crisis messages

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EveryoneOn, But Not All at Once—Build Base, Buzz Then Share - Amanda Lehner-AdLibbing

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