Documente Academic
Documente Profesional
Documente Cultură
racism and discuss it. Louisiana (DORLA) really works. After completing a
series, participants find themselves capable of identifying
opportunities to discuss race-related issues and feel
INDEX compelled to openly engage with others.
34 SOURCES
THE BIG IDEA.
From this mindset, weve developed concepts that
motivate this notion of personal empowerment.
PAGE 2
PRIMARY RESEARCH Key Findings From Primary Research:
Word of Mouth: Most participants found out about
the program and signed up to participate because
of a friend, usually because of word-of-mouth
recommendations.
Our team conducted 5 in-depth interviews with
Wanted to Learn More: Most participants had some alumni of the Dialogue on Race program. From these
sort of knowledge about racism and the role that interviews, we discovered that the organizations
they, as white people, played in the perpetuation of current audience consists mostly of white females
it. Their motivation for joining the program is split
between 25-45 years of age, who were already
between education on racism itself and wanting to
learn more about how to have those conversations. interested in discussing race issues in Louisiana.
They also had a desire for a safe space to talk about Facebook Insights revealed that DORLAs current
these issues. demographic is currently women with open views about
racism.
Understanding Institutionalized Racism: All
participants were blown away when they discovered
Our research showed that social media is how most
the power and reality of institutionalized racism.
DORLA alumni stay connected with the program, and
Everyone should take this class: Almost all they use its tools to educate and empower others
participants agree that everyone should take this to discuss issues about race. The late-millennial and
course. Most participants specified that policemen, Generation X age group is our ideal target audience
government officials, and others in positions of for our social media campaign because they are more
power should be required to take it. One participant
active and engaged on social media, and they are the
suggested high schools as a target to participate in
the course. members of society that can directly influence issues of
institutional racism.
More Confident and Comfortable: Most participants
stated that they are more comfortable and By reaching this audience, we can increase the brand
confident after the program to have conversations awareness of DORLA and encourage more diverse
on race either in-person or online because of the
ideas about how to address institutional racism in the
material they learned, such as correct definitions
and real-life tactics on how to participate in these future. This will also lead to an increase in social media
conversations. engagement, an increase in DORLA sign-ups, and
overall empowerment of people to be able to discuss
Platforms: Most participants have Facebook race related topics.
and Twitter, but each rarely uses Twitter. They
primarily share information on Facebook, and feel
comfortable engaging in dialogues on race through
this platform. Over 60% of the things they share are
about politics or social justice.
PAGE 3
SECONDARY RESEARCH DEMOGRAPHICS TOPIC WHEEL
PAGE 4
TARGET AUDIENCE
TARGET AUDIENCE Our goal is to reach the African American
and white millennial population (ages MARGO JOLET, 34
25-44), specifically those who have the New Iberia, Louisiana
drive to positively impact society. This
means we aim to reach millennials who Margo Jolet acts as associate
are in, or who are advancing toward, director for marketing and
professional positions in which they can communications for the
establish change and work to eliminate LSU Department of Campus
racism. Currently, DORLA appeals to Life.Dialogue on Race Louisiana
middle-aged people (those in their mid- introduced me to white privilege,
30s to early 50s) who are already having something I never knew I always
conversations about racism, but seek the had. The Dialogue on Race in
tools that DORLA provides to address the Louisiana team empowered
matter properly. We hope to encourage participants to, once educated,
the use of these tools online for our ask meaningful questions and
current and target audiences, and further share knowledge respectfully and
facilitate dialogue that addresses issues of confidently for positive change in
racism, prejudice and personal bias among our community.
their social groups.
ORHAN MCMILLAN, 45
Baton Rouge, Louisiana
PAGE 5
IDENTITY COLORS
VISUAL IDENTITY DORLAs original brand identity appeared disconnected to the brand itself. Chat bubbles
confused potential attendees on what the product actually was, and the san-serif black and
white text felt stagnant and suffocated. Because we are technically rebranding DORLAs
social media, we chose to revisit the branding in order to best communicate DORLAs com-
plete, cohesive identity. #241101
To communicate diversity and inclusivity, we chose a color scheme that resembles a spec-
trum of skin tones. We aimed to demonstrate with a gradient that one color is not more
important than the other, and that we are all connected.
To showcase the bold conversations and development of confidence that occur when you
enroll in the DORLA program, we chose Gothaman intentional, strong san-serifin book,
medium and black to be the primary typeface for the brand.
#5e3022
Please refer to these color hex codes and typefaces when designing materials for the brand.
LOGOTYPE
#c57e58
MARK
#e8b8a1
VOICE BREAKDOWN
Not like this...
Sign up for our sessions to learn more about institutional racism. (link to sign up)
Sign-up templates
Separate templates for different t ypes
of sessions
Quote/Testimonial Templates
Character copy templates for a
participant or facilitators key points,
included over a photo of them to add
additional context
Repeatable Behaviors
Multiple templates for repeatable
behaviors we want our followers to
engage in on social media
#TBT or #FlashbackFriday
Infographics
Event posters
PAGE 7
BUSINESS CERTIFICATION
Have you ever walked into a small What if businesses had a sticker to show
business and noticed a sticker on customers they have undergone Dialogue
the window? on Races training?
We proudly support our troops. Institutions that require their employees to
complete this program receive a sticker decal to
This business is a sponsor of Project Graduation. place on their businesses window, so customers
know the business is open to and
Our staff has undergone Red Cross training. supportive of dialogue.
PAGE 8
Objective 1: Objective 3
OBJECTIVES & STRATEGIES
Encourage all DORLA participants to engage and
have dialogue on racial issues via social media as
Increase the participation and registration of
professionals in Louisiana between the ages of 25-44
they normally would during a session by 15% and educate this target audience of DORLAs
Strategy 1: social media page about the six-step process
Create empathetic and engaging content about
racial injustices on DORLAs website and social Strategy 1:
media accounts, such as Twitter, Facebook, and Develop a progress tracker that measures
LinkedIn, which will be posted to all DORLA participants attendance to sessions and
platforms engagements online
Strategy 2:
Draft messages using sample posts from organizations with Educate followers of the website and social media
similar missions, such as The Walls Project and Together about topics discussed in DORLAs six-step process
Baton Rouge, and primary research collected from DORLA to provide context of the organizations purpose
alumni interviews Strategy 3:
Format posts using popular hashtags and topics that are Reach out to our target audience located in
currently on social media, provided by Crimson Hexagon, Lafayette, Baton Rouge, and New Orleans via
that influence discussions on race, racism, and social justice social media
Strategy 4:
Objective 2 Allow participants to check-in via Facebook and
Make the digital image of DORLA appeal to diverse Twitter to advertise the program to their Friends and
publics, like people of various age groups,races, Followers, respectively
socio-economic backgrounds, and political
backgrounds.
Strategy 1:
Create a new organization logo that is socially
inclusive and a representative image of DORLAs
mission statement
Strategy 2:
Use social media platforms to update participants
and followers of DORLAs events, sessions, and
highlight certain participants once a month
Strategy 3:
Redesign the organizations website to make it
more accessible for users PAGE 9
SOCIAL MEDIA
PLAYBOOK
We should remember that embracing social
media requires both spreading awareness of
DORLAs mission and also staying aware of
trends within the community.
PAGE 10
RULES & REGULATIONS THE ALWAYS SECTION
SOCIAL MEDIA PLAYBOOK Employee/facilitators conduct personal activ- Always check spelling. A spelling error is not the end of the world, but
ity among friends and contacts, but not under double-check content to be sure.
or in the name of Dialogue on Race.
Always use wording that is respectful and professional.
For DORLA staff members, there are particu-
lar considerations to bear in mind. In summa- Always be mindful of the culture Dialogue on Race is addressing.
ry: Think before you tweet.
Always use bit.ly for shortening links to track clicks and other metrics.
Remember that even though employees are
acting in their own personal capacity, they Always @ mentions of official accounts and pages to improve visibility and
should act as representatives of Dialogue on potential amplification of Dialogue on Races message.
Race toward friends and followers.
Always make sure you are promoting the correct hashtags.
Employees can say they work for Dialogue
on Race, and discuss their work publicly. But Always Be candid and transparent
their names/titles should not contain Dialogue
on Race in any form. Employees should make Always compensate or make up for a wrongdoing.
clear that the views expressed are person-
al, and not those of Dialogue on Race. (Tip: Always, no deletions
Add Views here are my own, and not those
of Dialogue on Race to your bio our about Always give credit for shared content
section.)
ACTIVITY FOR BREAKING NEWS COVERAGE
Employees should be wary of discussing
work-related issues online. The informality of The main goal of all of Dialogue on Races communications is to engage
social media should not encourage employees better with the audience, extend reach and encourage interaction
to poorly represent the organization or bring
the organization into disrepute. They dont The golden rule for covering and breaking news on Twitter, Facebook and
need to criticize their colleagues or partici- LinkedIn: USE A CONSISTENT VOICE. The voice of the brand should relate
pants and shouldnt reveal confidential infor- news of institutional racism to participants and encourage conversation.
mation.
If an employee wants to start a blog related Employees should ask the following questions before making a post:
to the organization, he or she should discuss it - Is this news current and relevant to the organization? (News tend to
first with Maxine to discuss potential risks. die within hours in social media.)
- Will this generate an emotional reaction? (Whether empowerment
Allow employees to bond or outrage, emotional reaction consistently equates engagement.)
- Provide employees with incentives to - Always include a question/call to action (Watch this video! or Do
interact about you agree? Or fill in the blank ___)
your brand. - Before initiating a dialogue on breaking news, carefully consider
- Retweet employee interactions DORLAs values. Dont post because other pages or nonprofits have
- Reward credibility done so.
PAGE 11
ACCOUNTS What does your audience currently do in social media?
SOCIAL MEDIA PLAYBOOK Following in-depth analysis, we decided to use the following
platforms to reach DORLAs audience. The accounts are:
Currently, most of DORLAs audience shares and likes arti-
cles and posts that relate to race issues in society; however,
not many are engaging with the content or creating their
Facebook Dialogue on Race Louisiana own.
Who is talking?
More black users have stated that they post about race and have high exposure
to race-related posts on social media. White people have reported they post less
about race and that they have less frequent exposure. The PEW Research Center
also noted that out of the few black social media users with frequent exposure to
race-related posts, only 28 percent engage with the content, while six percent of
white people overall interact with the content.
PAGE 12
SOCIAL MEDIA PLAYBOOK VOICE & TONE OBJECTIVES
To establish credibility, we must cultivate a friendly and Four key strategies will guide our voice and tone to
informative yet authoritative presence on social media. help build the story between sessions and participants.
We recommend using a tone that is professional and open.
The intent of our message is to inform and educate people
about what DORLA does. We must express the openness Humanize the brand
of the organization and create a trustworthy image for
further engagement. DORLA should project feelings of Deliver a feeling of authenticity and relatability to each
acceptance in social media for audience empowerment piece of content or dialogue you create. Have authen-
and comfort. Any messages should highlight the programs tic, personalized conversations with your audience to
encouragement of this empowerment, as well as personal create deeper community connections and tear down
responsibility. walls between brand and consumer.
- Interact, dont preach. Digitize the process
- Be conversational; speak like a real person.
- Be authentic.
Create empathetic and engaging content about racial
When creating social content, follow these guidelines to injustices. Understand that each follower has a differ-
convey the values, personality and brand story in a voice ent story to tell. Widen and round out our approach to
distinct to Dialogue on Race. help more people get their voices heard, because not
everyone has the same experiences.
What We Are:
Champion diversity
PAGE 13
FACEBOOK How do people interact on Facebook?
SOCIAL MEDIA PLAYBOOK Role - Provide a hub for facts and stories, session inquiries and infor-
mation for critics and participants alike. Use new features that foster
- 15% Comments
- 6% Shares
higher engagement on the channel and support some posts with paid. - 79% Likes
Content:
Posting about upcoming DORLA
events:
PAGE 14
POSTING CONTENT ON FACEBOOK FACEBOOK POST FREQUENCY & TIMING
SOCIAL MEDIA PLAYBOOK When should you post? There is no hard limit on Facebook posts. It is important to understand,
Sunday however, that Facebooks newsfeed is not chronological, but in order of
what Facebook determines is the best content.
Time of day?
Night Facebook will not show everything to a user, but rather a selection of
content. This selection depends on many factors, including:
What should you post? - Recency (how recently the post appeared, favoring newer stories)
Photos are most effective. - Weight (how popular the story is with other users, or by users
interactions with the post such as liking, commenting and/or
Make sure to ask a question at the end of your sharing)
post! - Affinity (how often that user has interacted with our page)
Captions this posts and Fill-in-the-blank This means that some stories we publish might have higher visibility
posts: than others. We must remember that after one hour, the reach of a
These posts are interactive. We want users to story declines at a faster rate and therefore carries much less weight for
engage with the content. Facebook.
How often should you post? *For scheduling content, we recommend Hootsuite (discussed in a later
Post two to three times per day, but not more section).
than seven times per week.
PAGE 15
FACEBOOK BOOSTED POST: Content:
SOCIAL MEDIA PLAYBOOK Louisiana & 24-45 Sharing relevant articles and encouraging discussion:
Twitter Engagement
- Retweet (RT)
A retweet is the repost of another users
tweet, making it visible on your profile.
- @Mentions
A mention is the combination of the @ symbol
and someones Twitter username.
- @Replies
A reply is when a tweeted response from one
Twitter user to another.
- Likes
A like is a gesture of appreciation, symbolized
by a heart below the tweet.
- #Hashtags
A hashtag allows users to interact with the
same topic. It also helps the tweet to appear
under a Twitter search.
- Clicks
PAGE 17
SOCIAL MEDIA PLAYBOOK Top Race Related Hashtags
CONTENT
This constant promotional and informative feed will
- Drive sign-up information (call to action) #BlackLivesMatter
- Recap sessions on weekly basis
- Include Facilitator content #AllLivesMatter
- Publish session content
- Highlights articles related to institutional #BlueLivesMatter
racism
with additional commentary #WhitePrivilege
- Interact with influencers RT, mention etc.
- Comment on the news #RacismSucks
- Inform the public with infographics - testi-
monials,
definitions
PAGE 18
SOCIAL MEDIA PLAYBOOK APPROVED HASHTAGS TO BE USED
#HearAndBeHeard
To use for testimonial content.
#LaLege
To use when posting content about the Louisi-
ana government and state legislature.
#CJReform
To use for criminal justice reform posts.
PAGE 19
SOME POINTERS ON POSTING TO TWITTER:
SOCIAL MEDIA PLAYBOOK Always shorten your URL using bit.ly. Hootsuite does this
automatically for you. Tweets that contain links receive 86%
higher retweet rates. How often should you tweet?
1-4 times a day
Include text that incites reaction or promotes click
throughs, not just the articles lead. Time of day?
Post during the day
Include an image, if possible, to improve reach and
interaction with the tweet. Pictures get higher levels of For scheduling content, we recommend using Hootsuite.
interaction.
PAGE 21
SOCIAL MEDIA PLAYBOOK
WEBSITE
Educates users and updates regularly, making
DORLA consistently accessible
Visit dialogueonracelouisiana.org.
PAGE 22
TOOLS
TIME.LY CALENDAR
Updates directly to the DORLA website from
the time.ly website
PAGE 23
TOOLS
SLACK Questions for Maxine: a forum in which participants can pose
questions directly to Maxine Crump.
DORLAs Slack team will comprise administrators, a team
leader and team members. Encouraging people to join Slack: All emails to new
The owner controls the highest-level security and admin- participants will include never-expiring invite links to the Slack
istration settings. confirming their session sign-ups. (https://dialogueonrace.
Administrators manage members and channels. slack.com/shared_invite/MTczODc1NzMxMzAwLTE0OTMwN-
Team members can join channels, send messages and jczNTQtYzgxNTk0MTI4OA)
upload files.
Channels are where communication happens. The Do not disturb: Team owners and admins can use default Do
Slack team can create an unlimited number of channels. Not Disturb settings to disable desktop and mobile
Public versus Private channels notifications for set hours (example: after 10 p.m. to 10 a.m.).
Anyone in the Slack team can see public channels. A Individual slack members can modify their own settings to fit
# symbol next to the name identify the different their needs.
public channels.
Only team members invited to the channel may see
private channels. All private channels have a lock icon
next to the name.
When to use public and private channels
DORLA will use public channels most frequently,
chiefly to create a community outside of weekly
sessions for all DORLA members.
Private channels are ideal for private discussions
between DORLA moderators and Maxine. Team
members may create private channels for specific
sessions but it is important to note that doing so may
create isolated conversations.
Direct messages: Teammates may create group
messages or send private, direct messages. Direct
messages are best for quick discussions.
Suggested Channels:
Current Events: a stream ideal for discussing current
racial events and their implications.
PAGE 24
TOOLS HOOTSUITE
PAGE 25
TOOLS
TWITTER VIA HOOTSUITE
Hootsuite has a dashboard that organizes and The relevant hashtag list comprises tweets that use
displays separate columns of Twitter activity. The #BlackLivesMatter, #AllLivesMatter, #WhitePrivilege,
way the dashboard works is simple: Hootsuite #BlueLivesMatter, and #AltonSterling. We selected these
includes columns for Tweets, @mentions, direct phrases because research done in our social media analytics
messages and more. The program allows you to see program, Crimson Hexagon, demonstrated that these
real time tweets of people you follow and enables hashtags had the highest levels of interaction in discussions
you to easily interact with them. regarding race.
DORLA can use Tweetdeck as an eagle eye to A nonprofits tab is also beneficial because it can feature
pinpoint conversations about race. To identify these topics that are trending among organizations that do similar
discussions, we arranged the following columns in work. At the same time, DORLA can use this column to
order of prominence: #LaLege, influencers, relevant retweet information that fits the organizations message.
hashtags and nonprofits.
Through these accounts, we can foster our relationships with
#LaLege is the hashtag used when the Louisiana our audiences and boost DORLAs credibility.
Legislature is in session. We want to monitor
this local government branch because they are a
powerful institution that can directly affect peoples
lives. When state senators and congressmen are
trying to develop legislation, the account should
be active, sharing and commenting on tweets that
utilize the hashtag.
PAGE 26
TOOLS
FEEDLY
PAGE 27
Worksheet
WORKSHEETS
Create a Strategic Plan
It is important to create a stretegic plan before launching any social activity. Use this
worksheet to define DORLAs social media strategic plan
Objectives
What DORLA wants to accomplish over a long period of time. DORLAs long term vision.
Goals
Measures of success. What practices will help DORLA meet its objectives. Quantitative targets of progress
toward the objective.
Strategies
How DORLA will acheive its goals. The choices and steps DORLA needs to make and take to acience its
goals.
Tactics
Plans for action. The components of strategy fulfillment. Numerical milestones of progress.
PAGE 28
Worksheet
WORKSHEETS
Planning for Facebook
Facebook will be a hub for facts and stories about institutional racism, session inquiries and a tool to in-
form critics.
Objectives What business objectives are you trying to drive?
# of likes
# of fans
# of page views
Sentiment
Programs What themes, images, or programs will you put in place to help
drive and maintain intrest in the page?
# of followers
Sentiment
# of likes
Sentiment
PAGE 31
WORKSHEETS Worksheet
Conversation Calendar
A conversation calendar will help DORLA plan ahead for topics that are aligned with its promotional calendar
and the interests of the Louisiana and Baton Rouge community. Write concepts that could be used as con-
versation starters. Write in a natural tone that aligns with DORLAs social media brand identity as explained in
the Plans Book.
Q1 Q2 Q3 Q4
Conversation Starters:
Write a handful of concepts that could be used as conversation starters.
Worksheet
https://blog.hootsuite.com/facebook-demographics/
https://zephoria.com/top-15-valuable-facebook-statistics/
http://wersm.com/the-demographics-of-facebook-instagram-and-twitter/#prettyPhoto
https://www.statista.com/statistics/192700/age-distribution-of-us-users-on-linkedin/
http://slicecommunications.com/social-network-demographics-know-your-audience/
http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/
https://www.slideshare.net/Marketing-Mojo/who-uses-linkedin-a-guide-to-the-demographics-of-the-
leading-social-network-for-business
https://socialpilot.co/blog/125-amazing-social-media-statistics-know-2016/
https://www.statista.com/statistics/274564/monthly-active-twitter-users-in-the-united-states/
https://www.statista.com/statistics/398152/us-twitter-user-age-groups/
https://www.statista.com/statistics/192703/age-distribution-of-users-on-twitter-in-the-united-states/
http://www.internetlivestats.com/twitter-statistics/
http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/