PAC/WEST

USING SOCIAL MEDIATO DISCUSS POLICYALEX KELLNERDIRECTORakellner@bpimedia.com

March 24, 2016

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL

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2SOCIAL LANDSCAPEWhich social networks should you pay attention to?TAILORED CONTENTHow to put together a content strategy and leverage each platform for its strengthsAGENDAPERSONAL v. BUSINESSHow should you leverage your personal brand and social channels differently from your businesssCASE STUDIESTaking a look at a few companies doing this well

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL

SOCIAL MEDIA LANDSCAPE IN 20163New social networks are created every single day.

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALThere are 211 major active social networking sites and platforms not including defunct networks or less well-known sites. And new social networks are created every single day. 3

FOCUS YOUR ATTENTION ON A FEW CHANNELSYour time is valuable. Use the social networks with the content & audience best suited to making a difference.4

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALFacebookServes as a social media homebase for its users.People use it to connect with people who are important to them in real life, who they view as peers and with whom theyll share unfiltered information.Twitter140 character count and real-time feeds require content to be optimized for the platform.People use it for breaking news, entertainment, events and connect with other users based on the content they produce, not their relationships. LinkedInUsers focus on business/industry content.People use it to connect with professional contacts, network, job hunt, and keep up with professional news.

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WHO USES SOCIAL?Social media is ubiquitous.5

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALIn 2015, 76% of all internet users and 65% of all adults used at least one social media site. Here you can see the phenomenal growth in just 10 years. 5

SOCIAL MEDIA USE TRANSCENDS DEMOGRAPHICS6 All Internet Users74%GenderMen72%Women76%Age18-2989%30-4982%50-6465%65+49%EducationHigh school grad or less72%Some college78%College+73%IncomeLess than $30,000/yr79%$30,000-$49,99973%$50,000-$74,99970%$75,000+78%

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALThese demographics also include race and ethnicity. And as social media usage has grown, the differences between the demographic categories is shrinking. 6

BEST PRACTICESDo7Capitalize on momentsUse key events to leverage your voice as a business expert

Be part of the conversationParticipate. Interact with your customers, communities, etc. and make sure your perspective is heard

Be authenticSocial media isnt the place for condensed press releases speak with a distinct voice to reach your audience

Be mindful of toneSarcasm and satire are hard to achieve online

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALBEST PRACTICESDont8Assume its one-way broadcastingExpect your audience to respond to you

Overestimate the importance of commentsMost users the silent majority are lurkers and dont comment at every opportunity. Dont overestimate the comments of several loud voices

Neglect your social media platformsDont create and walk away. Once you have a presence on social media, its vital to maintain and grow it

Ignore crises and controversiesYour constituents, the media, and others are looking to the Internet first for news and perspectives.

Feed the bearsInternet trolls will antagonize or post other negative content. Dont add fuel to the fire by over-reacting to them

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALNote: moved neglect up8

FACEBOOK IS KINGMore users and time on site than any other social network.9

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALTWITTER IS CRUCIAL AT KEY MOMENTSGood at promoting traffic to longer form content and reacting when news breaks.10

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALLINKEDIN OWNS MOST CURATED AUDIENCE11

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALFor business-related longer form content, LinkedIn is the best vehicle users expect to hear from brands and companies on LinkedIn and are more receptive to this type of content. In comparison, Facebook is much more casual. Its also a place where a lot of people get their daily news. People go on there to relax or catch up with friends, not for business and policy and Twitter is more focused on news.

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MEDIUM WILL HELP YOU GAIN EYEBALLSLonger form content needs a place to live.12

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALCONTENT IS KINGCater your content to the medium & the audience.13

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALMaybe use papal visit as an example here and discuss how content changes across platform.

Hes here, talking about the need to address climate change. How does content change across platforms?13

CONTENT IS KINGEach platform requires a different approach.14Personal stories, sharing content

Fewer than 90 characters

Imagery = #1

Video with subtitles, if possiblePromoting external content, engaging with customers

Okay to post same content multiple times

Retweets are integralBusiness-related content

Medium length

Headline quality determines successLonger form content

Promote externally in addition to organic reach

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALVARIOUS OPPORTUNITIESTO POST15CORE CONTENTBasic relevant & brand-related content you can quickly create and post daily

How-to posts -Sharing influencer/third-party posts -Useful, relevant topics in your vertical -Repurposing old content -THOUGHT LEADERSHIPContent that requires more time & energy investment but is vital

Thought leadership pieces -Guest topics -Case studies -LONGER FORMValuable, time-consuming pieces & insight that define your personal/corporate brand

- Strategic research & analysis- POVs- Large & unique thought leadership piecesSHAREABLELight-hearted, short, shareable content

- Light-hearted, easily digestible content- Cultural content (e.g. A Day in the Life)- Amusing videos, graphics, & storiesIMPACTFULMore impactful content to spice up your posts

- Bold statements with a strong point of view- Helpful links

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALIts vital to mix up the content you post so that your audience doesnt grow tired of the same type of content over and over again.15

CONTENT TIPS: TALKING ABOUT CLIMATE ISSUES ON SOCIAL MEDIAKnow Your Strengths: You probably arent a climate scientist, but you are a business person who knows economic impacts of climate change and severe weather on your company and community.

Localize Impacts: What is the cost of doing nothing (storms, hot summers, etc.) on your business? What policies (Clean Power Plan, 50x30, etc.) will help fix that problem?

Focus on Innovation: Your success is due to innovation; show an example that your state/country can follow.

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B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALMOMENTS MATTERWhen climate or a policy issue is in the zeitgeist, your posts will be exponentially more impactful.17

Engagement and views peaked within 24 hours of Papal Encyclicals release

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALHOW TO DECIDE?Should you use your personal social channels or your companys account?18

Business AccountPersonal AccountBroad policy implications on business & communityExplicit candidate-focused contentPersonal storiesPersonal storiesShare external content related to policy issuesShare business content where appropriateEngage in conversation about stories & customers reactionsEngage in conversation about policy

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALIt depends on your goal. 18

WHEN TO ENGAGE AND RESPONDLeveraging opportunities19

REVIEWWhat is worth responding to?What is the tone of the issue and what would be the appropriate tone of response?Discuss with coworkers!DRAFTWhat message do you want to get across?What message platform would best address the issue Twitter, Facebook, LinkedIn? Multiple platforms?SENDKeep everyone on the same page properly notify employees of the issue and the decided response.MONITORDONT respond and forget about it. Continuous monitoring and further engagement may be necessary.

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALDevelop guidelines on how you will respond to negative comments, bad press, and factual errors by opponents, critics, or journalists. If you do respond, dont dismiss concerns or insult the users make sure your response is authentic and as transparent as possible.

Added discuss with coworkers to review section19

TRACK THE PERFORMANCE OF YOUR CONTENTFacebooks Insights helps you learn more about your users, their behavior, and how successfully your updates are engaging them.

Twitter, LinkedIn & Medium have their own analytics that will help monitor success.

For driving traffic to your website, Google Analytics is a free and very powerful tool.20

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALThis might take too long. We can delete and ask in question portion.

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CASE STUDY: SMUTTYNOSE BREWING COMPANY21

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIALCASE STUDY: TELLING STORIES22

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QUESTIONS?THANK YOU.

B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL