organizing ny advanced social strategy
TRANSCRIPT
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Social Media Strategy 101
Beth Becker@Spedwybabs
@ProgCongress@IndigoStrats
FB: SpedwybabsPinterest: Beth Becker
Organizing 2.0March, 2013
New York, NY
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Social Media
Social Networking
Social Sharing
Social Shopping
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2
Pyramid of Social Media Strategy
TargetedEngagement
AuthenticityIntegrationwith entire
organization
QualityContent
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Questions to Ask Yourself
What do I want to say?
When do I want to say it?
Who do I want to say it to?
Who do I want my audience to repeat it to?
What areas of interest exist between us & our audience?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goal?
What other pieces are there to this effort & how can social media complement them?
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Who do you want to say it to?
Targeted Engagement
Political IdeologyPolitical Ideology
Issues of InterestIssues of Interest
NetworkNetwork
HashtagsHashtags
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When do I want to say it?
FacebookFB Self Reports Best Time in general:
9-10 PM ET
Facebook Insights
Tweriod.com
No Best Time- Repetition
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Who do I want my audience to repeat it to?
Pay attention to what people comment on/retweet
Notice people’s bios
Ask open ended questions and note who responds
What areas of interest do I share with my audience?
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Biggest +Building
community; Groups
Influencing the
Influencers
Easiest Targeted
Engagement
Web Traffic Driver
Integration of Blog w/Social
Biggest Demographics
Pretty even gender split,
under 35
18-24, no gender gap
Tech minded young men
(18-25)
Women w/80%
18-34, little gender gab
Types of Content
links, pictures, video get
most traffictext only
links most popular
pictures/video are now
embedded
links, text, pictures, video,
podcasts
pictures and video anything goes
Best Uses
long term conversations, social action,
internal & external
communication
media/blogger outreach; real
time conversation;
trend monitoring
hangouts for small video conferences
web traffic referral,
meme testing
collaborative social media
ie. story gathering
Which social media platform is best to accomplish my goal?
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Facebook Groups as Organizing Tools
*Internal Team Communication (secret)
*Group of people with a common interest, cause or work to do
*Group training community- good as a follow up & keep in touch tool
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Montage of members Avatars
Add new members
Facebook Groups as Organizing Tools
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How formal is my relationship with my audience?
Don’t mistakeformalityfor lack ofpersonality
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Offline Online
Doing a townhall Take ?s via Twitter or Facebook
Holding a press conference Do a Blogger Call/Hangout
Door knockingLive Tweet- do a series of Pinterest boards featuring
neighborhoods
Holding a rallyCreate a foursquare location,
Live Tweet, designated #
Doing any kind of advocacy pushCollect stories/pictures etc
via Tumblr
What other pieces are there to this effort & how can social media complement them?
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Tumblr
memes
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story collectionfor advocacy
Tumblr
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Tumblr
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12
RelativelyInexpensive
HighlyTargeted
StealthFacebook Ads
SourceUntraceableCall to Action
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Take ?s onFacebook
Take ?s onTwittervia a Hashtag
Multi-Platform Townhall
Allows for ? pre screening
Video tape the answerPost on You Tube/ Vine for Twitter