Digital Strategy

By: Ameer Brown

www.ZeroThreat.org @ZeroThreat @ZeroThreat https://www.facebook.com/pages/Zero-Threat/530629740350068?ref=hl

4 goals:
1. Educate the audience about our company and the topics/causes we cover. 2. Empower the audience to share our message in their daily lives, using ZT as a reference. We want them to feel apart of our family not just a supporter of a movement. 3. Have the audience evangelize on our behalf to create advocacy for ZT. 4. Drive traffic to the site/shop to increase sales.

How:
Infographic- Information graphics or infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly with a consistent design to show ownership and uniformity. (Its supposed to look like we did it on purpose, because we did)

1. We will be compelling; people share compelling things on their own. Understanding what compels our audience; in Zero Threats case what compels our audience is aligned strategically with the missions and purposes of the specific foundation we are partnered to. What drives the emotions of people, trigger emotions in the audience with captions and headlines that POP! Joy, humor, fear, anger, securities, insecurities, Tranquility etc.). Infographics will be Zero Threats best friend. The Lakers are a great example of their effectiveness. The Lakers: 17,669,026 likes on Facebook, more than any other team. 2. Facebook drives more traffic than any other social network, 7x more than twitter. We will use our grassroots/gained audience on Facebook to push our crowd to our website, products, and other social media sites. We will create a home like feeling where people feel they can be comfortable and connect with us as if we were their friends. This will be crucial to our digital imprint. 3. Pinterest is on average the 12th largest traffic-referring site to viral content. Every infograpgic, blog post, picture, event recap, or any their content Zero Threat puts on the internet we will add the Pinterest button. 4. We have to offer an embed code directly beneath all Infographic in the ZTZ blog post for bloggers/supporters to be able to post the image on their site. 5. We will submit our content to "Infographic directories". Our PR/Outreach person will pitch to relevant reporters from places like Mashable, Huffington Post, and Global Grind etc. 6. Every thing we do has to be mobile friendly. The majority of visitors to social media sites are using a mobile device, and 1 in 5 users to websites are using a mobile device. Over half of these are iPhones, but we need to make sure our systems work beautifully on all platforms especially android. Mobile access means faster interaction with the audience. Two-way communication will be necessary. 7. We have to be prepared for the traffic. CloudFlare, a content delivery network, it will allow Zero Threat to keep up with the sudden popularity we will receive. 8. The simpler the site the more effective it is because they are easy and accessible. The simpler we keep our messages and infrastructure of the site and where these messages are placed the easier it will be to navigate. And it will make it easier to decipher one of our campaigns and partners from the other. This will be crucial because of the amount of things we plan to push, it can get confusing fast if we dont monitor this. I believe campaigns should be highlighted in waves; the same way apple releases products, a little at a time.

9. We will leverage famous names in our market for each individual campaign by interviewing them, RT them, writing about them and @ing them, or including them in the campaign by actually contacting their publicist. 1) This creates content. 2) This has the benefit of an already engaged audience with that celebritys brand. This is a mutual benefit because we provide them another avenue to promote themselves and their consciousness level. I think its safe to say juicy J wont be supporting ZT lmao. But seriously a few tweets/ RT from celebrities are like digital marketing gold. 10. We will use polarizing subject lines. Things like: "Homosexuality is not a disease". They automatically make one who is interested in the topic on both sides of the argument engage. Either they will say exactly!! and click or yes the hell it is and click. Either way we drove traffic to our message and created discussion. 11. Millennials ARE the consumers of tomorrow, knowing their communication preference is essential to Zero Threats longevity. For example we have to know that teens use email more than Facebook and take the content received to their personal emails from organizations more serious than a link on social media. This means we have to come up with a campaign that collects the emails of our 13-19 range audience in a tasteful way such as access to a ten cor. Etc. Etc. for other demographics. What do 50-year-old white women prefer? What do non-US citizens prefer? We have to know and research these things. Luckily there are many studies available to get info from. 12. We are going to make a list of everyone who has some kind of interest in Zero Threats mission and are closely related (I.e. I am other). We will have a sort of a digital etiquette like doing favors for people beforehand (i.e. share their content) as a way to entice reciprocity. We increase our viral reach by having wide starting base, the quicker, and more likely you can go viral. (I.e. Lavi$h)If you want to make noise have influential people say the same thing at the same time on social media outlets Ameer 13. We will give out random awards and host competitions. Awards make people feel special, for example if we gave out a daily positive tweeter of the day award and posted their award/pic/handle on our IG and Twitter in a tasteful consistent graphic people will post more positive things and use our hashtags/@ us in hopes of being selected. This = traffic and free publicity. Competitions such as our inspirational #IndieArt one will create traffic, create content, and eventually the best will be passed along to Daniel and the product development team.

14. We have to be creative in our giveaways/ offers deals that you can find anywhere become less appealing and less likely to be shared with others. People only share things theyve never seen before. Tony, CJ, and Brandon have to find new ways to word/ package a deal making it beneficial for our constituents and us; good luck lol. Our deals will be similar to the graphic style of our awards, competitions, and infographics. 15. We have to make our deals available for a limited time. This encourages social media users to share; giving a small window of opportunity will get the people moving and sharing which is what we want. 16. GroupHigh is $3,000 a year but very important (2.0 for us). It aggregates over 10 million blogs and can target the blog content, Klout of blogger, and page rank. We can use this to recruit relevant bloggers. Tony can use his gift of gab and even acquire their talents. We can create a league of extraordinary bloggers allowing them to stay in their own space but be an official affiliate of ZT. 17. We can utilize Q&A sites by posting ZT content as an answer to popular questions. I.e. Yahoo! Answers and Ask Jeeves. Example: Q: Why is the sky blue? A: Zero Threat @ ZeroThreat.org can help you with that. 18. Our last resort in the beginning will be paying for our videos and content to be posted. It will be the case eventually to supplement our efforts but the longer we can stay away from the best is reconfirmation that what we are doing is working. 19. We have to make sure that every single thing we post anywhere on behalf of ZT and ZTZ are indeed correct; fact checking will be an absolute priority, we cant afford to lose credibility, the media is a vicious animal and we dont want to piss it off. 20. HashTags! HashTags! HashTags! Create our own branded hashtags. Run a hashtag-branded promotion Host a Twitter chat Tap into trending hashtags Keep it short and memorable o TrendsMap.com: Shows you trending hashtags based on location.