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SMWNYC 2017 - GOOD / Craft & Commerce - Social Action In A Post-Trump World
1. Social Action In A Post-Trump World
How to use this moment as a catalyst for good
#SMWposttrump or #SMWNYC
2. ● Understand areas of opportunity for progress amidst a hostile
administration and divided political climate
● Gain tips for rapid response on social media amidst challenges like
fake news, online bullying, hate speech, etc
● Discuss how the social feed has fundamentally changed
pre and post election
#SMWposttrump | #SMWNYC
TAKEAWAYS
3. SPEAKERS
HEATHER HOLDRIDGE
DIRECTOR OF DIGITAL STRATEGY,
PLANNED PARENTHOOD FEDERATION OF
AMERICA | @PPFA
JENN STURM | @sturm
DIRECTOR OF ONLINE ENGAGEMENT,
AMERICAN CIVIL LIBERTIES UNION | @ACLU
DUNCAN MEISEL | @duncanwrites
SENIOR GLOBAL DIGITAL CAMPAIGN MANAGER,
350.ORG | @350
STEVE MENDELSOHN
INTERIM EXECUTIVE DIRECTOR,
THE TREVOR PROJECT | @TrevorProject
JORDAN RUDEN | @jordandruden
CO-FOUNDER / PRINCIPAL,
CRAFT & COMMERCE | @craftandcom
STACEY LEASCA | @SLeasca
DIGITAL DIRECTOR, GOOD | @good
4. TWEET US!
Have questions you want answered
during this panel?
Tweet @sleasca and hashtag
#SMWposttrump or #SMWNYC
7. What if your organization or brand does not want to or cannot enter
the fray?
How do we up our social game?
What if some of your followers are Trump supporters - What does
THAT look like?
Overheard in NPO Hallways
#SMWposttrump | #SMWNYC
8. The Shifting Marketplace
#SMWposttrump | #SMWNYC
A leading breast and ovarian
health non-profit saw a
multiyear education
campaign with a proven
track record see costs
increase by more than 100%
An advocacy campaign which
has been in market for less
than two months saw e-mail
acquisition costs
drop by 50%
7 Days Post Election - Two Outcomes:
10. Growth since November 9th
● Facebook - 185%
● Twitter - 280%
● Instagram - 1400% (!!)
Weekend of January 28th
● 28 million video views on Facebook
● 630,000 mentions of @aclu on Twitter
(@realDonaldTrump had @310,000)
● 4th most retweeted tweet
#SMWposttrump | #SMWNYC
17. Attention is the scarcest resource in today’s digital world
Attention is increasingly concentrated in social / mobile feeds
Social reach is increasingly pay-to-play
#SMWposttrump | #SMWNYC
THREE CRITICAL TRENDS
18. ● Act like a person, not a bot
● Comment and reply as often as you can
● Explore new platforms and find where your audience lives
● Don’t be afraid to engage
● Yes analytics are great, but so are EMOTIONS and GUT INSTINCT
● Leverage paid social to reach not only your fans, but to scale growth and drive
mission delivery
#SMWposttrump | #SMWNYC
ACTIONABLE ADVICE
19. Tweet @sleasca and hashtag
#SMWposttrump or #SMWNYC
HEATHER HOLDRIDGE
DIRECTOR OF DIGITAL STRATEGY,
PLANNED PARENTHOOD FEDERATION OF AMERICA
| @PPFA
JENN STURM | @sturm
DIRECTOR OF ONLINE ENGAGEMENT,
AMERICAN CIVIL LIBERTIES UNION | @ACLU
DUNCAN MEISEL | @duncanwrites
SENIOR GLOBAL DIGITAL CAMPAIGN MANAGER,
350.ORG | @350
STEVE MENDELSOHN
INTERIM EXECUTIVE DIRECTOR,
THE TREVOR PROJECT | @TrevorProject
JORDAN RUDEN | @jordandruden
CO-FOUNDER / PRINCIPAL,
CRAFT & COMMERCE | @craftandcom
STACEY LEASCA | @sleasca
DIGITAL DIRECTOR, GOOD | @good
QUESTIONS