here comes social advocacy (the full monty)
DESCRIPTION
Long version of my social media training.TRANSCRIPT
americanprogress.org
Here Comes Social Advocacy
Alan Rosenblatt, [email protected]
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague
americanprogress.org
Dimensions of digital communication strategy
1-D 2-D 3-DInformation Action Community
One-way Communication
Two-way Communication
All-way Communication
Audience Interacts with Information
Audience Interacts with Campaign, Organization, or
Government
Audience Interacts with Each Other
Email Lists & Brochure Websites
(Broadcast & Narrowcast)
Transactional Websites (Information Exchange, Donations,
& Action)
Social Networks & Social Media (Grassroots &
Grasstops)
americanprogress.org
Sherrington’s dog
• Sir Charles Sherrington (1904)• Pressure points• Stimulus• Threshold• Multiple pressure points• Sub-threshold
• Additive summation• Whole > Sum of the parts
americanprogress.org
Online advocacy channels
• Email• Your website/blog• Social Networks (Facebook, Twitter, G+, Tumblr etc.)• Social Media (YouTube, Flickr, Slideshare, etc.)• Online Ads (Facebook, Google, etc.)• Mobile• Video games• Earned media (Blogs, news sites, etc.)
americanprogress.org
SOCIAL ADVOCACY?What is…
americanprogress.org
The way things were
Campaigns email activists (very few forward it)
Congress gets the email (but no
one knows for sure)
Activists send email to
Congress
• Email is a closed communication loop
• Email was the only online channel to reach Congress
americanprogress.org
The way things are now
Congress can’t ignore because
the world can see!
Campaigns email activists &
promote on social media
Activists send email to Congress & msg via social
media
Activists sent to email/petition page,
twitter petition, Facebook wall, etc.
americanprogress.org
ENGAGEMENTIt’s all about…
americanprogress.org
It’s true: social media can reach the grassroots
americanprogress.org
But more importantly: social media reaches influencers
• Traditional influencers• Press• Policy Professionals• Policymakers
• New influencers• State/issue bloggers, organizers, e-newsletter editors• Social network influencers
• Influencers extend & enhance your influence (trusted 3rd party validation)
americanprogress.org
Who do people trust?
americanprogress.org
Size isn’t everything
americanprogress.org
Engagement is everything
americanprogress.org
Influence in action: The right followers
10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers).
12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper.
11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council.
1.
3.
2.
americanprogress.org
AUDIENCEGrowing your…
americanprogress.org
Get followers, then deepen your connection
1. Connect – Follow people you want following you
1. Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back.
2. Engage – Reply to people you want following you
1. Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse.
3. Recommend – Retweet/#FF followers you want
1. Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend).
4. Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection.
5. Remember, it is about exchanging VALUE
americanprogress.org
Find influencers to follow – Directories
• Directories of influential tweeters• TweetProgress.us - Progressives• WeFollow.com – Keyword &
location• Tweetbe.at – Keywords• TwitterStates.com – Location• Listorious.com – Twitter Lists
• Use directories to search for people to follow
• Register on the directories so people find you
americanprogress.org
Find influencers to follow – Articles
• Search on Google for “Top Tweeters” for an issue/topic• Top 100 Int’l Business• Top 20 UK Politics• The FP Twitterati 100• Top 50 Climate Tweeters• 50 Favorite Immigration
Tweeters
americanprogress.org
Find influencers to follow – Drilling on Twitter
• Find an issue expert• Follow who they follow• Follow their followers• Follow their lists
americanprogress.org
Find influencers to follow – Twitter Search
• Search keyword/hashtag• Click «Refine Search»• Refine search terms• Add hashtags to parameters• Search by location• Search by sentiment
americanprogress.org
Clean your list – Unfollow dead weight
• Twitter limits• Until you have 2,000 followers, you can only follow 2,000• Beyond that, you can follow 15% more than follow you
• Purge followers to maintain room to grow• People who don’t follow you back (unless they are
interesting)• People who never retweet others• People who SPAM, shills, etc.
americanprogress.org
Find dead weight to unfollow
• TwitClearner.com is a tool to find dead weight
• Log in and run report• Review report and unfollow
dead weight
americanprogress.org
Semi-automate follow/unfollow process
• Tweetspinner.com finds people to follow & unfollow• Finds people you follow that
don’t follow back• Finds people to follow
• By keyword/hashtag
• By who they follow
• By who follows them
• You decide who to queue up for auto-follow/unfollow
• Modest monthly fee
americanprogress.org
Content is King
Bottom line: •If you tweet good content, when people visit your profile, they are likely to follow. •If you tweet about their favorite topic(s), even more so.
americanprogress.org
POLICYMAKERSTargeting…
americanprogress.org
Finding government on social media
GOVSM.com
Facebook.com/Congress
Twitter.com/TheDemocrats/house-democrats
americanprogress.org
Anatomy of a tweet – Targeting a senator
.@ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2
• Publicly targets Member of Congress• Trackable link to measure click throughs• Pushed to hashtag audiences
• Issue specific (#DADT)• State specific (#IA)• Ideological group (#p2)
•Alerts watchdogs• State blogger (@desmoinesdem)• State issue group (@OneIowa)
americanprogress.org
Twitter petitions: Act.ly
americanprogress.org
Obama campaign uses Twitter petitions
• Candidate Obama uses social advocacy
• Address/ZIP matching to Representative • If your Rep is Democrat, you get
to Tweet @SpeakerBoehner
americanprogress.org
Targeting by hashtag
• How often is it used?• Busy – Large audience, lots of noise• Moderate – Best hashtag• Slow – No audience
• How many people are using it?• Many people – Big public conversation• 1 or 2 people – Private conversation
• What is the ratio of RTs:Tweets?• Ideal for network effect
americanprogress.org
SUCCESSMeasuring…
americanprogress.org
Metrics of success
• Audience engagement• You want RT, #FF, shares, comments, likes & 1+
• Audience quality & size• You want influencers, press & policymakers
• Driving traffic to your website & email lists• You want clicks & views
americanprogress.org
Measuring influence
americanprogress.org
Measuring influence: Twitalyzer dashboard
americanprogress.org
Measuring URL referrals & reach
americanprogress.org
Measuring audience growth: Facebook
americanprogress.org
Measuring audience growth: Twitter
americanprogress.org
Monitoring social media
americanprogress.org
Measuring URL clicks
americanprogress.org
Here Comes Social Advocacy
Alan Rosenblatt, [email protected]
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague