Executing Great Digital Marketing Ideas:

Sidneyeve Matrix

From Inspiration to Action

1your mandate

2 your community

creative content

to guide and drive ideation & execution

evocative visual stories that resonate

for nonprofits, a digital marketing strategy

that fits.

3innovation partners

with a personal investment

part 1. your mandateto guide and drive

ideation & execution

Forget The Mission Statement. What's Your Mission Question?

WHAT MATTERS MORE THAN MONEY?

WHAT DOES THE WORLD NEED MOST THAT WE ARE UNIQUELY ABLE TO PROVIDE?

WHY ARE WE HERE IN THE FIRST PLACE?

~ Warren Berger

capture your ideasdevelop a system toreflect on your mandate

track great ideas using

swipe filesheadlines FAQs inspiring photos quotes news comments status updates♦ ♦ ♦ ♦ ♦ ♦

see it, save it.swipe files

visual bookmarking with

a free tool

connect the dots

to come up with new possibilities

and directions

asking different and better questions

??

!

!

between ideas

the next step is to

Creativity is combinational.

~ Maria Popova

Because

making links between seemingly unrelated ideas

i! " f#e$ too% fo# min&ma'ping

part 2. communityinnovation partners

with a personal investment

purposefulinteractionsdiverse

connections

with

Thanks Dyer & Christensen: The Innovator’s DNA

are the currency of innovation

we kn!w that

pitch pitch pitch your ideas to ✓ volunteers ✓ donors ✓ board members

✓ employees ✓ community members ✓ influencers ✓ family & friends ✓ colleagues ✓ random strangers

host a collaboratorycollaboration for innovation

structured engagement

collaboration & co-creation

idea exchange with stakeholders

“For each idea, find an owner. A team member who believes in the idea and can envision its potential.

~ Marla Gottschalk

with them

Fall in love with their problems,

not your solutions.

not for themhost a collaboratorycollaboration for innovation

innovate

listeningpractice genuine curiosity

and close observation in order to develop

monitor social conversations

empathy

activeengage in

crafting messages in the audience’s terms

build trust ~ increase buy-inand spot emerging trends

because listening is about learning, and it enables

code switching

seeking personalized customizable experiencesfrom education to commerce to social good

Source: 2013 "Undercover With College Students" study by Cheggthe "made-to-order" generation

so for example you may learn more about your GenY users’ expectations...

self-presentation via a “giving footprint” = a sense of belongingness

host a collaboratorycollaboration for innovation

and how much they value personalized opportunities for social giving...

idea exchange with stakeholders

part 3. creative contentevocative visual stories

that resonate

start with what you have on hand...audit existing information assets

reports essays slides photos articles blog posts status updates♦ ♦ ♦ ♦ ♦ ♦

break your big projects into bite-sized, mobile-optimized + social-ready pieces

m!rseli"ingresearch enables infosnacking

photosfor example, using

We tell non-profits all the time: photos are everything. “

~ Libby Leffler, Facebook's strategic partnerships manager

coherent visual narratives

vivid color andlarge

enoughto instantly resonate

Great visuals: present a brand personality

microcontent

As humans, we are helpless story junkies.

photostories“

~ Michele Weldon, Psychology Dept.

Northwestern University

“

using visual content to create conversations

pinterest-readyyour key message points

capture your ideas

message brevity:storytelling in snippets

free tool: photo-quote design

infographicseasy to understand consume and share

pinnables

infographicsfree automation tools

think like a publisherwhitepapersbrochuresreports

5-15 page length suits busy people

turn your PDF into a digital flipbook:

whitepaper templatesdesign inspiration:

1your ideas

2 your users

creative content

to guide and drive ideation & execution

evocative visual stories that resonate

a digital marketing strategy

that fits.

3innovation partners

with a personal investment

Twitter: @si!ne"e#e© Al! Right" Re"er#e$ Si$ne%e#& Matr'x 2014