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Launching a Social Media Program
- 1. Launching a Social Media Program
- 2. Players
- 9. Activities
- 13. Environment
- 17. Ideas
- 18. Start Early
- 19. Build to scale
- 20. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well” Measure success + failure
- 21. Easy to Find + Easy to Forward Use creative urls + twitter names + same search terms Provide content, text, videos, speeches, photos, call sheets, scripts + how-to guides Encourage UGC
- 22. Play where your supporters are – not where you think they are
- 23. Channel online enthusiasm into specific, targeted activities that further campaign goals
- 24. Integrate online advocacy into every element of the campaign
- 25. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
- 26. Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Campaigning Instant Messaging + Tweeting Contributing Texting More Proactive
- 27. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
- 28. Tools
- 32. Remember
- 33. It is new
- 34. Social Media + Social Marketing For You and Your Organization Marc Ross @ 2ndSix Session 1 Measuring Efforts + Activity
- 35. Value in the long tail
- 36. It doesn’t take a lot to be in the top
- 37. Who is engaging with you? Tastemaker Trendspotter Opinion Leader Expert Ringleader Celebrity
- 38. Old Way = measure what you paid for New Way = measure what happened
- 39. You can’t manage what you can’t measure
- 40. It takes a team effort
- 41. DIDM
- 42. Result D = Define your goals
- 43. I = Identify the metrics that represent those goals
- 44. D = Determine the tools + methodology for measuring your metrics
- 45. M = Measure
- 46. Qualitative
- 47. Campaign Engagement + Participation in Relevant Discussions
- 48. Quality of the discussions
- 50. Reputation
- 51. Amount + Quality of interactions with supporters
- 52. Information + Ideas your supporters provide and exchange
- 53. Quantitative
- 54. Number of visitors and/or amount of traffic
- 55. Action Items Join email list Create an account Joint text messaging Follow Twitter Join Fan Page Forward video Share presentation
- 56. Amount of time spent on site and/or with brand
- 57. Where are they coming from? City Location Neighborhood Website Social Network WOM
- 59. What are your most popular? Webpages Activities Responses
- 60. Trends
- 61. Movable Press + Printing Press Telephone Motion Pictures Television
- 62. Chief
- 63. US Internet Users ‘ 09 = 231m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
- 64. Online Use Next 5 Years Teens = 21% increase
- 65. Online Use Next 5 Years Adults = 50% increase
- 66. Online Use Next 5 Years Ages 3-11 = 61% increase
- 67. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
- 68. Offline Drives Online = Online Drives Offline
- 69. Americans spend 8 hours a day looking at and interacting with screens
- 70. In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
- 72. Amateur Agile Amped Voices
- 73. Receive real time knowledge that is actionable
- 76. Location Location Location
- 81. Marc A. Ross @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com