1. DataPortability Project
Communications Action Group
External Communications
Strategic Framework & Roadmap

2. Document purpose
This presentation aims to provide a framework for planning external communications and
marketing activities by the Communications Action Group. This document includes an initial
Roadmap, or action plan, and a proposed measurement framework.
This section will provide an overview of the Communications Action Group mission
Overview and goals as they support DataPortability Project strategic goals.
The proposed approach aims to provide a foundational process by which the
Approach Communications Action Group plans and organizes external communications
initiatives.
The Roadmap is the “action plan” that proposes tactical, external communications
activities as informed and prioritized by the Communications Action Group
Roadmap objectives, voting members and alignment with the Steering Group. This Roadmap is
a working document and is intended to be flexible and changeable.
The Measurement framework is designed to map Communications goals to initiatives
to KPIs, providing a means to easily identify our performance and impact, and to
Measurement ensure initiatives are measureable and tracking against core DPP and
Communications Action Group goals.
2

3. Contents
• Overview
− DataPortability Project Strategic Goals
− Communications Action Group Mission
− How we’ll do it
• Approach
− Planning process
• Roadmap
− Core communities
− Assets
− Programs
• Measurement
− “3A” Scorecard
• Putting it all together
− Communications ecosystem
− Timeline
• Next Steps
3

4. Overview

5. Review of DataPortability Project strategic goals
• Plain language documentation and media on what data portability is
• Distinguish language being used to create a more effective boundary
Clarity
of discussion internally and for the industry
• Extend our advocacy and educational efforts
Awareness
• Bring together work and thinking to create a more coherent world view
Policy
relating to data portability
• Maturity of the governance of the DataPortability Project to ensure its
Governance
effectiveness
• Engage with the broader community to encourage
Participation
more active participation
• Define and execute a budget and associated plan to
Sustainability finance the ongoing efforts of the DataPortability
Project
5

6. With these goals in mind…
The
DataPortabilityCommunications
Action Group seeks to promote
Awareness of The DataPortability
Project and data portability, help
core communities take Actionand
inspire Advocacywithin key
industries through ongoing
education and outreach.
6

7. How we’ll do it
Establish communications-
Align with DataPortability Measure success and refine
specific goals & supporting
Project strategic goals programs
tactical initiatives
Clarity
Awareness
Awareness
Measurement
Scorecard
Policy
Action
Governance
Advocacy
Participation
Sustainability
7

8. Approach to planning

9. Communications planning process
1
How do we effectively
Identify
plan & execute
Core communities
communications
activities in order to: 2
Inventory
• Increase Awareness of the
Assets
DataPortability Project and
data portability through
3
education
Develop
• Inspire Action and adoption of
Communications initiatives
data portability best practices
• Foster Advocacyof the DPP Measure
4
and data portability across key Establish KPIs and
industries measurement framework
9

10. Roadmap

11. 1
Identify
Core communities
Rationale Opportunity
The digital marketing industry is a key driver Engage and educate this group through dialogue
and interaction by “speaking their language.”
Marketing/ of technology awareness and adoption by
Digital brands online. Agency strategy, creative and Tap into industry thought leaders and help them
Agencies tech teams are tasked with building solutions for become evangelists for data portability and
their corporate clients. Let’s help them think answer the question “what does data
about “building for data portability.” portability mean for marketing?”
Develop relationships within industry verticals
Education and evangelism in core industry
Enterprise/Ind and leverage Analyst insights and reporting to
verticals is key to expanding adoption and
ustry Verticals become the go-to information resource for key
advocacy of data portability beyond the
“geek” community. decision makers.
Tech/ Activate the “doers” and expand the network of
It is of course paramount that the builders of the
Developers future Web understand and embrace the those who not only appreciate and evangelize
precepts of data portability. data portability, but who can actually build for it.
Educate the average user on 1) what data
After all, this is the is the core group to benefit
End User portability is 2) why it matters 3) what they
from data portability!
can do about it
11

12. 2
Inventory
Assets
Digital Non-Digital
• Website/wiki
• Blog • DataPortability Analysts
• DataPortability& data portability videos (on • Analyst reports & projects
• Print and promotional collateral (e.g.
Vimeo and YouTube)
Current Assets
• Facebook Group, Page stickers, t-shirts)
• Twitter account • Monthly reports
• Digital press room • Conference and event attendance/Speakers
• Endorsements of the DataPortability Project
• Video Section on-site/YouTube Channel • Approved Lexicon
• Endorsements of the DataPortability Project
− Overview of DataPortability Project
− Roundtable Discussion videos • Industry-specific training
− Conference coverage
workshops, conferences and events
• DataPortability News podcast / webshow
Proposed • Conference vloggers/bloggers/Twitterers
− News/announcements
assets / in
• Community-specific educational repositories
development
on-site
• Working demo of data portability “in action”
site
• Social Media Press Releases
12

13. 3
Develop
Initiatives
PROPOSED INITIATIVES
13

14. Create currency through video content / asset
development
• DataPortability News webshow (weekly)
• Conference call updates
• Key updates from action groups and task forces
• Highlights from monthly reports, “this week on the
blogosphere”
• Community Roundtables (monthly)
• Topic-based by target community (marketing, tech,
Program(s)
end user, verticals)
• Led by DPP members
• Invite community thought-leaders to discuss topics as it
relates to their industry/Q&A
• DPP Analysts to lead/coordinate industry verticals
• Conference coverage (periodic)
• Dispatches from conferences/recaps
• Interviews
• Awareness
• Video views
• # Mentions of DPP
• Action
Sample KPIs
• Subscriptions
• # Comments
• Advocacy
• #Inbound links
• #Embeds
14

15. Increase awareness through blogger outreach
• Conduct periodic outreach to industry vertical blogs
• When the DPP has new announcements/relevant content
• Leverage Analyst reports as sharable assets
• Build long-term relationships with key bloggers
Program(s) • Data portability advocates who display badge
• Invite as guest-contributors to the DPP blog
• Interviews/Q&A on DPP News episodes with relevant
bloggers
• Awareness
• Mentions
• Traffic
• Views
• Action
Sample KPIs
• Comments
• “Follow”
• Advocacy
• Badge embeds
• #Inbound links
15

16. Increase action & advocacy through social spaces
• YouTube
• Primary repository for all DPP video content
• Educational resource for all core communities
• Facebook
• Extension of DPP site with an emphasis on educating
the End User community
Program(s) • Hub for End User-specific educational content
• Contains additional information in designated tabs for
each of the other core communities (including Analyst
reports, DPP monthly reports)
• Twitter
• Primarily designated for updating interested parties on all
news, announcements and content updates
• Primary live-Twitter feed of DPP conference sessions
• Awareness
• Mentions
• Traffic
• Views
• Action
• Comments
Sample KPIs
• “Follow”
• Subscriptions
• Advocacy
• Fans
• #Embeds
• #Inbound links
16

17. Establish DPP leadership through conferences & events
• Evaluate and pitch DPP speakers to various industry
conferences
• Tech / Web 2.0
• Digital Marketing
• Industry verticals, where applicable
Program(s)
• Establish rolling calendar of events and publish on
site, Facebook Page
• “Reporters”
• Establish list of bloggers/vloggers to cover conferences
• Awareness
• Mentions of DPP at conferences
• Twitter hashtags
• Traffic to DPP sites
• Action
Sample KPIs • Comments
• “Follow”
• Advocacy
• Badge embeds
• #Inbound links
17

18. Continue building awareness through press releases &
“traditional” PR
• Regular press release creation and distribution through key
industry newswires
• Social Media Press Releases (SMPRs) are designed for
Program(s) easier and faster distribution of news through social spaces by
taking a content-heavy and easily sharable approach to the
traditional text-based press release
• Awareness
• Traffic
• Views
• Mentions
• Action
Sample KPIs • Comments
• Page clicks/views
• Advocacy
• Shares
• Embeds
• Inbound blog links
18

19. Considerations for DPP blog and website
• Dedicated repository for all educational assets and
content, organized by community
• Addition of SMPR’s to Press section
• Feature links to all DPP social spaces
Program(s)
• Add section for DPP News web show
• Create a “demo” site that show what data portability could
be/function like
• Awareness
• Traffic
• Views
• Mentions
• Action
Sample KPIs • Section clicks
• Interaction with demo site
• Advocacy
• Shares
• Embeds
• Inbound blog links
19

20. Measurement

21. Sample “3A” Measurement Scorecard
Metric Category Metrics Benchmark/Date Update/Date
• • •
# blog mentions 1,234 1,345
• • •
# content views 400 512
AWARENESS • • •
Traffic 2,034 2,500
• • •
#Twitter hashtags 150 435
• Blog comments
• #Followers
ACTION
• #Subscriptions (YouTube)
• Traffic to “demo” site
• # Inbound blog links
• #Facebook Fans
•
ADVOCACY #Content embeds
☛ Scorecard to be updated monthly and shared during Communications Action Group conference calls
21

22. Putting it all together

23. Our communications architecture
Outreach/PR
YouTube Facebook Twitter Dot Com &Blog Events
activities
• • • • • •
Roundtable Roundtable Links to Roundtable Roundtable Analysts
videos videos content videos videos
•
updates DPP speakers
• • • •
DPP News DPP News across DPP News DPP News
•
Webshow Webshow YouTube, Fac Webshow Webshow DPP
ebook, Blog conference
• • • •
Conference Current DPP Conference Conference dispatches
•
dispatches intro videos Live dispatches dispatches
conference
• • •
User Q&A Tweets DPP news Analyst
and reports reports
• DPP user-
• •
specific info Q&A with DPP
including Analysts Speakers/bylin
EULA and es
User’s Rights • General
• SMPR’s and
updates
press releases
• • • • • •
Marketing End User Marketing Marketing Marketing Marketing
• • • • • •
Tech Marketing Tech Tech Tech Tech
• • • • •
Verticals (Tech) Verticals Verticals Verticals
• •
End User End User
Program
Assets
Primary Communities
23

24. Initial timeline of activities
April May June July
Approve proposed
Asset assets for Launch DPP News webshow
development;
Development Launch Industry Rountable Industry Roundtables:
Create
(Marketing) Verticals; Developers
development Task
Force
Ongoing DPP News filming
Update
Approve and Launch
Social Facebook Page
establish proposed YouTube
Spaces social spaces Channel
Ongoing content updates
Inventory
news-worthy
Identify key bloggers across verticals and begin blogger
announcements;
Blogger target lists
craft releases for
NewOrg + Google
Outreach & China
PR Ongoing outreach based on relevant, sharable assets and news
Calendar upcoming events, idenfity potential speakers
Inventory upcoming
and “reporters’ to cover for DPP
Events events; approve
vloggers Ongoing event vetting and coverage
☛ A monthly calendar of activities should be maintained and reported on during monthly CAG calls
24

25. Next Steps

26. Next Steps
• Review of proposed Roadmap including program initiatives and
Measurement Framework
• Roundtables
– Establish topics for initial series
– Volunteers from DPP to lead sessions
– Contacts for participation
• Test run of DPPWebshow
– Cover quarterly report
– Upcoming events & recent news
• Conference coverage and dispatch from Web 3.0 NYC (May 19-20, 2009)
– Designate “reporters”
– Twitter updates
Copyright iCrossing - Proprietary and Confidential

27. Thank you
Alisa Leonard-Hansen
Vice Chair, Communications
DataPortability Project
alisamleo@gmail.com
347.420.2561
@alisamleo
www.TheWebisSocial.com