1. In 2011, as a member of the groundbreaking free tax preparation partnership MyFreeTaxes.com, the Real Economic Impact Tour collaborated in new ways to unify digital marketing efforts with dramatic results: 28,863 people visited MyFreeTaxes.com as a direct result of social media referrals (a 50% increase from 2010). How did we do it? Learn how your organization can better educate, advocate, and innovate in the digital world by leveraging our best practices.MyFreeTaxes.com WELCOME © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour MODERATOR: Crosby Cromwell, Senior Manager, Walmart Foundation PANELISTS: Lee Davenport, Senior Project Director, One Economy & Kate Bradley Chernis, CEO, OUTLANDOS MEDIA/Consultant, National Disability Institute’s Real Economic Impact Tour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

2. INTRODUCTIONS © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour Crosby Cromwell Senior Manager, Walmart Foundation Lee Davenport Senior Project Director, One Economy Kate Bradley Chernis CEO, OUTLANDOS MEDIA/Consultant, National Disability Institute’s Real Economic Impact Tour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

3. These days, everyone has a Facebook Page … DIGITAL RELEVANCY/WHY © 2011 Outlandos Media, LLC Myth #1: Social Networking Is a Fad LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

4. 44% of all Americans text, check e-mail or use mobile Internet on any given day.** 63% of African-Americans use the Internet at least once per month.** 64% of Hispanic Americans use the Internet at least once per month.** According to **Infield HealthInfield Health DIGITAL RELEVANCY/WHY © 2011 Outlandos Media, LLC The Digital Divide Is Shrinking LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

5. 90% of all Americans over 13 years old own a mobile phone (more than double the number who have Internet access).** Adult Americans (18+) send/receive an average of 256 text messages per month.** 82% of mobile phone owners have a household income less than $50,000.** According to **Infield HealthInfield Health DIGITAL RELEVANCY/WHY © 2011 Outlandos Media, LLC The Digital Divide Is Shrinking LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

6. “Low-income households spend more time on the Internet than others, using it for e-mail, researching purchases, finding health information and reading news.” They also “find the Internet more useful [than others], giving them access to services they can't find elsewhere”* “Mobile Web is being adopted 4-8X as fast as desktop web [and] more users will connect to the Internet via mobile and desktop PC by 2014.”** According to the *Cornell Chronicle and **Infield HealthCornell ChronicleInfield Health DIGITAL RELEVANCY/WHY © 2011 Outlandos Media, LLC Myth #2: Low-Income Individuals Don’t Use Social Media LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

7. DIGITAL RELEVANCY/WHAT Why can’t anyone find me? I’ve been standing here all day. © 2011 Outlandos Media, LLC Communication : Location LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

8. Last Century + DIGITAL RELEVANCY/WHAT © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

9. This Century + DIGITAL RELEVANCY/WHAT © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

10. DIGITAL RELEVANCY/WHY © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

11. Check me out! Look at me! Me! Me! Me! BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC Noise = Me Me Me = No Value LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

12. Q: What would Freud do? BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC A: Play to the ego. LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

13. Meaning is the New Money BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC Meaning = You You You = Value LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

14. Check me out! Look at me! Me! Me! Me! BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

15. BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC Usefulness + Permission = Enhanced Meaning Provide Useful/Valuable Resource LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

16. BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC Provide Useful/Valuable Resource LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour Over 9,000 people calculated their Earned Income Tax Credit eligibility on our Mobile MyTaxBack Application. Usefulness + Permission = Enhanced Meaning National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

17. Strategic Language BEST PRACTICE/MEANING InclusivityMeaning, Vernacular, Permission, Trust UserabilityResearch, Platform-Specific Tools & Vernacular, Access SharingMeaning, Platform-Specific Tools & Vernacular, Call-to-Action, Dynamics LeveragingResearch, Platform-Specific Tools & Vernacular, Call-to-Action, Ask ThankingPositive Reinforcement, Public Recognition © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

18. Q: What would Freud do? BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC A: Play to the ego. LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

19. File your taxes for free and save $2000 with MyFreeTaxes.com http://bit.ly/myfreetaxes. what would you do with an extra 2k? #freetaxes @walmartgiving http://bit.ly/myfreetaxes BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC Strategic Language/Twitter LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour Inclusivity Meaning, Vernacular Permission, Trust Userability Research, Platform-Specific Tools & Vernacular, Access Sharing Meaning, Platform-Specific Tools & Vernacular, Call-to-Action, Dynamics Leveraging Research, Platform-Specific Tools & Vernacular, Call-to-Action, Ask Thanking Positive Reinforcement Public Recognition National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

20. BEST PRACTICE/MEANING © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour A total of 107,429 people visited, a 127% increase from 2010. 28,863 people visited as a result of social media referrals, a 50% increase from 2010. The site saw a 41% increase in direct traffic as a combined result from on the ground outreach efforts and overall increase exposure of brand. Strategic Language/Results National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

21. Identify Realistic Goals BEST PRACTICE/GOALS © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

22. Check me out! Look at me! Me! Me! Me! BEST PRACTICE/GOALS © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

23. BEST PRACTICE/GOALS © 2011 Outlandos Media, LLC Macro Goals ● Communicate Key Messaging ● Solidify Brand ● Increase Perception As Resource ● Increase Perception As Social Media Leader Among Peers ● Increase Communications Value for Funders LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour Micro Goals ● Click Links/Drive Traffic to Partner Site ● Inspire Sharing/Increase Conversation ● Raise Brand Awareness with Use of Researched, Established Hashtags and Customized Branded Hashtag ● Track Retweets, Clicks and Shares with Shortlinks and Customized Hashtag National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

24. Identify Realistic Goals BEST PRACTICE/GOALS Get 1000 Facebook “Likes” in 2011 Average five monthly retweets on Twitter Raise $5000 by October Get 50 submissions for the video contest © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

25. www.mashable.com www.gigaom.com www.wired.com www.smartbrief.com/socialmedia BEST PRACTICE/STAY INFORMED © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

26. BEST PRACTICE/STAY INFORMED © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

27. BEST PRACTICE/TRACK EFFECTIVENESS © 2011 Outlandos Media, LLC bit.ly LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour Inclusivity Meaning, Vernacular Permission, Trust Userability Research, Platform-Specific Tools & Vernacular, Access Sharing Meaning, Platform-Specific Tools & Vernacular, Call-to-Action, Dynamics Leveraging Research, Platform-Specific Tools & Vernacular, Call-to-Action, Ask Thanking Positive Reinforcement Public Recognition National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy Happy #EITC Awareness Day! Celebrate by finding out if you ’ re eligible for the earned income tax credit: http://bit.ly/mytaxbackapp & make your @WalletPop!

28. Google Analytics/Facebook Insights BEST PRACTICE/TRACK EFFECTIVENESS © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

29. BEST PRACTICE/ASK © 2011 Outlandos Media, LLC Get 1000 Facebook “Likes” in 2011 Average five monthly retweets on Twitter Raise $5000 by October Get 50 submissions for the video contest What would Rhonda Byrne do? LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

30. I put a Twitter logo on my cave…. BEST PRACTICE/ASK Why isn’t anyone following me? © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

31. BEST PRACTICE/ASK Check me out! Look at me! Me! Me! Me! © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

32. BEST PRACTICE/ASK © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy Google Docs CMS Comprehensive Easy to Access Efficient User-Friendly Real-Time One Location

33. BEST PRACTICE/LEVERAGE Think Outside the Tribe. © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy

34. BEST PRACTICE/ASK © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy Prewritten Content & Education Dear Local Partners, Thanks for helping create a lively conversation via Social Media during the 2011 tax season! Your Social Media participation in this year's campaign is key to helping increase the number of taxpayers who will be able to benefit from free tax preparation and filing services. We can't do it without your help! Together, we will be creating a unified, interactive conversation, emphasizing the real-world impact and campaign stories. Our goal is to help as many taxpayers as possible, using Social Media to help us reach them in a new way. Create Meaning Via Strategic Language Set Realistic Goals Stay Informed Track Effectiveness Leverage Minimal Efforts For Maximum Results Ask Others to Help You U

35. BEST PRACTICE/ASK © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy http://www.facebook.com/myfreetaxes http://www.twitter.com/myfreetaxes http://myfreetaxes.com

36. Thank You! BEST PRACTICE/THANK © 2011 Outlandos Media, LLC LEVERAGING THE ONLINE CHARGE FOR CHANGE #REITour National Disability Institute’s Real Economic Impact Tour 2011 Mayor’s Leadership Academy