Editorial Strategy: The Missing Link in Civic Data Tools, Transparency Camp 2015
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Too often, digital transparency projects only rely on their data to attract users, rather than creating an editorial plan to provide much-need policy context and social media promotions. Learn how to create a digital content strategy to ensure your audiences actually use and share your data.
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Editorial Strategy: The Missing Link in Civic Data Tools, Transparency Camp 2015
- 1. Editorial Strategy: The Missing Link in Civic Data Tools @jessduda #TCamp15! Photo: James Cridland
- 2. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! @jessduda #TCamp15 I #TCamp
- 3. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! @jessduda #TCamp15 bit.ly/jessduda Pop Up Sessions
- 4. ! ! ! ! “I’ll have what you’re having.” - Stephen Colbert ! ! Data Porn @jessduda #TCamp15 #ContentStrategy
- 5. ! ! ! ! ! ! Crisis in the Press @jessduda #TCamp15
- 6. ! ! ! ! ! ! @jessduda #TCamp15 Editorial Strategy People will only know your data are important if you show them why.
- 7. ! ! ! ! ! ! Get Clear What problem are you trying to solve or mitigate? Why should people return/follow/share? @jessduda #TCamp15
- 8. ! ! ! ! ! ! @jessduda #TCamp15 For Whom? General public ---> Journalists Trade Publications Advocates Corporations Government Elections Campaigns/PACs Consultants/Lobbyists
- 9. ! ! ! ! ! ! @jessduda #TCamp15 Empower People How do you make their job easier? Where do you fit into their workflow?
- 10. ! ! ! ! ! ! @jessduda #TCamp15 Workflow: Media 1. Serve as a reliable source/story 2. Data for a breaking story/scandal (in a raw, downloadable format) 3. Free Assets 4. Source ideas 5. Analysis to spur story ideas 6. Questions for sources, “We want to know” ! With an established relationship as a media partner: 8. Ongoing data - API / Widgets 9. Story ideas (on what they already cover) ! !
- 11. ! ! ! ! ! ! @jessduda #TCamp15 Workflow: Advocacy1. Strategy: Assessment of the political environment 2. Targets / Opposition 3. Budget / Fundraising 4. Grassroots 5. Grasstops 6. Communications 7. Build up to a Bill (Pass or Oppose) 8. Rule-making 9. Ballot Initiatives 10. Court fights 11. Elections – GOTV and information war (ads, digital outreach) 12. Evaluation ! !
- 12. ! ! ! ! ! ! @jessduda #TCamp15 Lesson: Be mindful of how your data and supporting content alleviates your audiences’ limitations and fits into their workflow. ! !
- 13. ! ! ! ! ! ! @jessduda #TCamp15 Content Creation! What is nature of your data? ! 1. Release schedule 2. Geographic reach 3. Data constraints/methodological limitations 4. Additional context: Analysis and qualitative research 5. Making critical connections ! ! !
- 14. ! ! ! ! ! ! Content: Media! Exclusive Data - Analysis - Media Assets - Source Suggestions ! 1. Media-specific newsletter with press-oriented feature labels 2. Twitter account 3. SMS alerts 4. Press page 5. Webinars on a regular basis 6. Host a monthly breakfast (not too early) ! @jessduda #TCamp15
- 15. ! ! ! ! ! ! Content Types! 1. Blogs 2. Newsletters 3. Graphics / Maps (be careful for mobile) 4. Social Media 5. Video animation / analysis 6. Apps – If users need to use the data on a consistent basis 7. Games ! ! ! @jessduda #TCamp15
- 16. ! ! ! ! ! ! @jessduda #TCamp15
- 17. ! ! ! ! ! ! @jessduda #TCamp15
- 18. ! ! ! ! ! ! @jessduda #TCamp15
- 19. ! ! ! ! ! ! @jessduda #TCamp15
- 20. ! ! ! ! ! ! Staff! Analyst/Writer Web producer / Copy writer/ editor Managing editor Graphic Design Data analysis / statistician Data Scientist Front end developer / UX Designer ! ! ! @jessduda #TCamp15
- 21. ! ! ! ! ! ! Production Process! 1.Editorial calendar & meetings (cross departmental) 2.Project management tool(s): Roles, review, deadlines 3.Quality control & markup: Don’t edit in email! 4.Social: Ideally as apart of the CMS and where your audiences go 5.Promotions 6.Evaluation ! @jessduda #TCamp15
- 22. ! ! ! ! ! ! Promotions! 1. Content agreements: Reprinting and social sharing 2. Social media 3. Influencers 4. Digital ads 5. Targeted email campaigns 6. Print (paper!) 7. Conferences (beyond civic tech) ! ! ! @jessduda #TCamp15
- 23. ! ! ! ! ! ! Evaluation! ! ! Which topics and authors resonate? What’s important to your audiences? Centralize reporting to assess trends. Avoid vanity metrics. ! 1. Site: Retention, low bounce rate, time on site, data downloads 2. Newsletter/Emails: Timing (political or otherwise), open rate, CTR ? 3. Ads: CTR, subscription sign-ups 4. Social Media: Shares, comments (replies among each other), likes, people posting newsworthy content to your site ! ! @jessduda #TCamp15
- 24. ! ! ! ! ! ! Questions?! ! Jess Duda 202.427.4885 @jessduda jessicaduda.com jessduda.nyc@gmail.com ! ! @jessduda #TCamp15