NURTURE COMMUNITY PRIDE. Tiffany Tauscheck Chief Communications Officer
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1 NURTURE COMMUNITY PRIDE Tiffany Tauscheck Chief Communications Officer
2 NURTURE COMMUNITY PRIDE Example: Share Des Moines Ambassadors Activate highly engaged advocates when news breaks Third party rankings National awards Major news outlet stories Announce to ambassadors; ask them to share the news Make it easy! Like, share or retweet existing posts Provide plug-and-play social media content Two years of Ambassadors = 200+ individuals engaged and ready to spread the word
3 NURTURE COMMUNITY PRIDE Example: Share Des Moines Ambassadors Empower Ambassadors to activate their pride
4 CULTIVATE THE MESSAGE Case Study: 2016 Annual Dinner Goal: Trend nationally on Twitter Use 1,000+ leaders to create a national platform Amplify the organization s message Notified Share Des Moines Ambassadors prior to event Generated excitement by sharing the goal Asked for help to trend nationally
5 CULTIVATE THE MESSAGE Case Study: 2016 Annual Dinner Create an environment to support the goal Print hashtag on all event materials Display user-generated hashtags on event projection screen as proof of engagement Example: Tint Write multiple calls-toaction in script
6 CULTIVATE THE MESSAGE Case Study: 2016 Annual Dinner CEO tweeted a poll question from the podium to kick off the event Partnership posed the poll question to all Twitter audiences
7 CULTIVATE THE MESSAGE Case Study: 2016 Annual Dinner Secured video questionnaires from local news anchors, asking attendees to tweet their answer: Next big thing for Des Moines? Favorite Des Moines activity? Region s best quality?
8 CULTIVATE THE MESSAGE Case Study: 2016 Annual Dinner Results: #SeizeDesMoines trended nationally on Twitter Used as a platform for workforce attraction 4.5 million impressions Nearly1,300 individual posts
9 CULTIVATE MESSAGING Case Study: 2016 Annual Dinner Lesson learned: prepare, prepare, prepare! Run of show timing List of speaker and sponsor handles Pre-loaded content: text, links, stats, photos, videos
10 CULTIVATE THE MESSAGE Build the mouthpiece Encourage team participation to spread news Lead from the top Leverage personal accounts to further the message/balance content saturation Elevate team members in addition to the organization Establish expertise Create conversations
11 CULTIVATE THE MESSAGE Provide ready resources, reap benefits Create a toolkit for sponsors/partners to utilize: Plug-and-play content Graphics Hashtag Website URL Make it easy for stakeholders to support your mission
12 CULTIVATE THE MESSAGE Provide ready resources, reap benefits
13 LEVERAGE WOW-FACTOR Case Study: Iowa Caucuses Form strategic partnerships Amplify the message with multiple accounts Iowa Caucus Consortium Greater Des Moines CVB The Partnership Iowa State Ec Dev Des Moines Register Drake University Iowa Dept. of Cultural Affairs Downtown Community Alliance Brenton Skating Plaza Downtown Farmers Market
14 LEVERAGE WOW-FACTOR Case Study: Iowa Caucuses Utilized existing current events for mission support
15 LEVERAGE WOW-FACTOR Case Study: Iowa Caucuses Activate social media for media relations
16 LEVERAGE WOW-FACTOR Case Study: Iowa Caucuses Listen and respond
17 LEVERAGE WOW-FACTOR Case Study: Iowa Caucuses Offer humor, offer help
18 LEVERAGE WOW-FACTOR Case Study: Iowa Caucuses Results: #SeizeDesMoines impressions: 11.4 million (Jan. 2016) Media mentions: 10,430 (Jan. 1 Feb. 15, 2016) Hundreds of national story placements: How America s Dullest City Got Cool Politico 25 Things You Should Know About Des Moines Mental Floss Iowa s Heartland Beyond the Campaign Trails New York Times Other assists with CNN, Fox News, MSNBC Hosted 400 media and guests at Raucous event
19 QUESTIONS? Tiffany Tauscheck
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