1. Social Media
for Politics
#sroelearn
April 2, 2013
Peter Jurisic &
Sean Sandhurst
socialROE.com 403 617 5277 #sroelearn

2. Agenda
• Questions? Yes please.
• Who we are
• Today’s agenda
• Presentation will be available on Slide share shortly
after noon mountain time
• Facebook Ads 101 for Politicians: A week from today
register at socialroe.com
socialROE.com 403 617 5277 #sroelearn

3. What is Twitter?
• A Micro-blog platform started 7 years ago
• Posts are only 140 characters long
• Embed photos and video
• 500 million users
• Arguably the most powerful
medium today.
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4. It’s not about the Kardashians!!!
World Health Organization
Israeli Defense Forces
National Hurricane Centre
Happy to present Sean Sandhurst
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5. Twitter Terminology
• RT - retweet • Trending-trending subjects
• MT - modified tweet • Favorite-kudos
• @socialroe -twitter name • FF – follow Friday
• # hashtag - subject • HT – hat tip
• Bio (160 characters) • Lists-are lists!
• Avatar – image • Mention-your name is
• DM – direct message referenced in a tweet
• Handle – twitter name • OH – overheard
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6. socialROE.com 403 617 5277 #sroelearn 6

7. Twitter –Do’s
• Complete your profile (don’t use the egg)
• Be active
• Post everyday (at least once a day)
• 80% of Twitter users expect a response with 24 hours*
• Be interesting
• Think before you tweet
• Be open and honest
• Be professional
• Be humble
• Use your voice
• Be polite and courteous
socialROE.com 403 617 5277 #sroelearn *eMarketer
7

8. Twitter –Do’s
• Include a #hashtag
• Become part of the conversation
• #bikepaths #cdnpoli #yyc #yvr #nenshi
• To add humour
• #learningasIgo (Learning as I go )
• Use the correct terms
• MT, RT, DM, etc…
• Include photos / video
• Listen and engage
• Engage influential followers
• Followers who have RT and Reply numbers
• Identify your ‘cheerleaders’ (advocates) and connect with them
• Identify “passionate champions”
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9. Twitter –Do’s
• Have a conversation
• Set your tone and stick with it!
• Be social
• Ask questions / opinions / feedback
• Involve followers in conversation
• Involve follower in your campaign and daily life
• Include links
• Don’t schedule posts to help manage time
• The political landscape is always shifting
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10. Twitter –Do’s
Design a guideline for posting that is suited to your
campaign or constituency that shows your personality
and connections
– Monday: 7:30 Where are you going to be today
– Tuesday: 8:30 Your opinion on news events
– Wednesday: 12:00 Lunch venue in community
– Thursday: 4:00 Something personal
– Friday: 10:00 Local issues
Yes you need to tweet on Saturday and Sunday too.
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11. How to be a great Tweeter
• Leave room for a retweet
• Give credit-acknowledge good points
• Thank people
• Correct spelling and grammar (within reason)
• Engage with personal notes
– Review followers’ profile for details
• Best practice for tweet character length: 71 -100 as it leaves room
for RT comment and @__Address
– 268% more RTs than if 0 - 40 characters
– 84% more RTs than if 41 – 70 characters
– 15.6% more RTs than if 100+ characters
*QuickSprout quicksprout.com
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12. Twitter –Don’ts
• Do not ‘fight’
• Do not delete Tweets (they are already out there)
• Do not over post
• Do not under post
• Do not use incorrect terminology
• Do not post when: angry, inebriated, emotional or without some
thought of what you are posting – think before you post!
• Do not post inappropriate text, photos or videos
• Note: similar to public life: If there is any chance of something
hurting your reputation on being misconstrued don’t tweet it.
• Have you heard what people are saying about you? Have you
seen this picture of you? – Never, ever, click on these
tweets, they will hack your account.
http://www.cuancats.nl/rss/your-twitter-account-is-hacked-stop-the-spam.htm
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13. Follow vs Following
Don’t buy followers
Don’t auto-follow
Un-follow spammers
Watch your ratios :1368 following 972 followers
Follow journalists
Follow influencers
Follow your competitors
Follow the party leaders
Follow community leaders
Follow your interests
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14. Direct Messages & Responding to Tweets
• Only those that are following you and that you follow can
exchange direct messages
• Respond to all direct messages but don’t click on any links
that you don’t know
• Try to respond to as many as possible within 24 hours
• Set aside half an hour a day
• Reference ROE for monitoring and scheduling
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15. Your conversations are seen and heard
Take the conversation offline
• Be polite and empathetic
• Offer an opportunity to receive a DM (direct message)
• Offer a link for more information, email request, FAQ, etc
• Do not debate in public forum
• Be empathetic
• Try to direct the conversation offline
• Do not ‘fight’
• If need-be implement the ‘bury it” strategy
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16. Develop a Plan
P: People
Your voters’ social activities
O: Objectives
What are your goals and your campaign objectives?
S: Strategy
Plan for how relationships with voters will change
T: Technology
Decide which social technologies to use
*Forrester
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17. Engaging
• Research
• Listen
• Engage
• Manage
• Measure
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18. The Power of Social Media
Meanwhile in Berlin
In Calgary
People are talking about you. Would you like to hear what they are saying?
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19. The Power of Social Media
Word of Mouth
– Have you heard these?
• “They tell two friends, and so on and so on.”
• “If someone has a good experience they will tell 2 friends. If
someone has a negative experience they will tell 10 friends.”
– It used to be Six Degrees of Separation (Kevin Bacon).
• Now it is Three Degrees (due to social media
How can you help drive your message through social media with
your followers’ followers? (extend your reach)
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20. The Power of Social Media
Word of Mouth
– Social Media can
• spread your message effectively and efficiently
• have your followers spread your message (peer to peer)
• Have your followers convert others (vote building)
– 90% of people trust peer recommendation s
• 14% trust advertising
• Use peer recommendations to gain support
• Get connected and get elected
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21. How Journalists Use Twitter
 To push their stories and gain more exposure to a larger
audience
 To incite conversation surrounding a specific topic while trying
to remain unbiased
 To troll Twitter for story tips and scoops
 To involve followers and a wider audience - especially through
the use of hashtags – in the development of a story
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22. Journalists using Twitter
 Jason Markusoff @markusoff (Calgary Herald/PostMedia)
 Brian Stelter @brianstelter (NY Times)
 Kevin Carmichael @carmichaelkevin (US journalist)
 Chantal Hebert @chantalHbert
 Andrew Coyne @acoyne
 Jay Rosen @jayrosen_NYU
 And so many others…………
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23. The Power of Social Media
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24. The Power Of Social Media
How people share
• 31% share on a Smartphone
• 18% share on a PC
socialROE.com 403 617 5277 #sroelearn

25. Trends
• Social versus email
• GooglePlus Hangout
• Vine
socialROE.com 403 617 5277 #sroelearn

26. Email versus Social conversations
• 2012 was the first year that social conversations had more use than email
• Generation Y, Z and Swipe* consider eMail passe
• In 2009 Boston college stopped issuing email addresses to
Freshman
• 31% of time spent on the internet (in US) is Social and only 16% is
email**
• 2010 Sheryl Sandberg (Facebook COO) predicted this
• 11% of teenagers email daily
• SMS and social networking
• http://www.youtube.com/watch?v=Gm8NdNy4wOM
**
socialROE.com 403 617 5277 #sroelearn

27. Trends
• GooglePlus
• GooglePlus hangout
• Integrated video conferencing application
• Obama uses (with a contest)
• Ask a question, have a small town hall style video chat
• Vine
• What is it?
• An integrated video application for Twitter and Facebook (easy to use)
• 6 seconds of video (to follow the 140 character process)
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28. Trends
• What are people doing?
• 42% are social networking
while using another device
Note that the “Second screen phenomenom will be a factor in campaigning
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29. In fours year s mobile use has grown 3X
• Mobile
• What activity
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*Source: eMarketer January 2013

30. US stats – who is on social media %
Facebook Twitter Google+ Pinterest Linkedin
Male 14 41 71 18 50
Female 57 59 29 82 50
Age
0-24 14 19 50 10 4
25-34 18 23 28 26 15
35-44 24 25 11 29 32
45+ 44 33 11 35 49
Education
>Diploma 9 9 5 3
High School 10 8 9 10
College 57 59 61 37
Bach/Grad 24 24 25 50
HHI
0-24,000 9 15 10 21
25-49,000 33 38 37 22
50-99,000 47 37 46 50
100,000+ 11 10 7 7
socialROE.com 403 617 5277 #sroelearn

31. Thank you.
Questions?
info@socialroe.com
Facebook Ads 101 for Politicians: A week from today register at
socialroe.com
socialROE.com 403 617 5277 #sroelearn