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Agenda

1. Welcome and Roll Call

2. Check In

3. Influencer Research Indicators for CWRF

4. Case Study from MomsRising

5. Legislator Engagement Best Practices

Brainstorm

6. Next Steps

Check In

What did you try coming out of

November’s webinar? What worked? What didn't?

Please type your responses into the chat.

Definitions

Influencers: Influence means the power or ability to affect someone’s actions. Influencers are people who can influence your stakeholders or mission. Influencers can be journalists, legislators, business leaders, or individuals in your network who inspire others to action, etc.

Influencer Research

Indicators for CWRF

CRAWL WALK RUN FLYNot using. Uses online

systems and “desk research” to identify but is not monitoring on a regular basis.

Uses online system and “desk research” to identify, monitor, and cultivate.

Uses online systems and “desk research” to identify, monitor, and cultivate and to build an influencer engagement strategy.

Influencer Research: Using online search and other tools to identify social media profiles of influencers and an analysis of what they are saying to design a formal program to engage them.

How To Identify Your Organization’s Influencers

Step 1: What data do you already have available

Step 2: Use search terms to work backward to discover who writes about or tweets you or your issue

Step 3: Do online research and organize in a spreadsheet

What Information Should You

Collect?

• URLs and Handles for social media presence• Notes based on reviewing their streams – no presence,

presence but doesn’t engage, what type of content do they share?

• Web Site, Blog, Facebook, Twitter, Klout, LinkedIn – whatever you feel is relevant

Influencer EngagementIndicators for

CWRF CRAWL WALK RUN FLYNot using. Follows and

engages with influencers on social channels but not part of a formal champion or ambassador program or strategy.

Has formal influencer or champion program, communicating through private channels, and providing content to share.

Mobilizes influencers or champions easily, especially to respond to a crisis or critical campaign. Influencers invite others.

Influencer Engagement: A process of cultivating “influencers” online and offline so they will share your content/messaging and influence others.

Influencer EngagementChampions

Group

IdentifyRecruit

ResourcesUnleash

Influencer Engagement: Remember

This!

If your influencers are legislators, make sure you research and understand whether their social media presence is their office, personal, or campaign presence.

Only engage in a “C-3” appropriate way, not partisan activities.

When in doubt, CYA – Consult Your Attorney!

Case Study

Engaging Legislators in Context

• MomsRising Mission: To build a more truly family-friendly nation, as well as to work toward the economic equality of women and mothers.

• MomsRising Top Line Goals: Grow the movement, garner media coverage to change the culture, win legislative policy changes, engage with traditionally underrepresented communities, experiment and learn new online and on-the-ground tactics, and listen to and serve our members/our constituency.

Define Goals & Associated Metrics

Goal: Win legislative policy changes

• Matching Key Result Area: MomsRising is exercising our power to pass family-friendly policies at the state and federal levels and to change the culture.

• Associated Metrics (example): - Number of target policies moved forward or passed

Strategy - Blog

• Publishing and promoting legislators’ blogs

Strategy - Blog

Blog – Add-ons & Social Media

• Leaders share blog on their Twitter, Facebook and Pinterest feeds

• Share blogs links with grassroots members in that district – demonstrates engagement with leadership

• Conduct related Facebook & Twitter chat regarding carnival and related blog

• Invite member of Congress to MomsRising radio or related media/podcast

Strategy – Social Media Events

• Tweet & Facebook chats• Designate hashtag

time/place for engagement

• Request leader provide resource & input

• Spanish/English• Invite policy partners

Strategy – Awards/Recognition

• Awards & Recognition creates conditions for these engagements

Legislator Engagement

Best Practices

Brainstorm

Legislator Engagement

Best Practices

Brainstorm Before you begin ….

Define SMART objective and your metrics for success.

What do you want to accomplish by engaging with legislators who are your influencers?

Legislator Engagement

Best Practices

Brainstorm

1. Identify legislators that are you influencers

2. Find and follow them on social media channels

3. Evaluate if feeds are being used

4. Monitoring their streams5. Engage with them (C-3

Appropriate)6. Measure, Refine, and Repeat

4,5,6

Legislator Engagement

Best Practices

Brainstorm • Identify legislators that are your

influencers

=You probably already know this=Get information from partners or others on staff

Legislator Engagement

Best Practices

Brainstorm • Find them on social media

= Use Google searches and add words “Facebook” or “Twitter”= Visit their web sites and see if social presence is connected= Call office and ask= Organize in spreadsheet

Legislator Engagement

Best Practices

Brainstorm • Evaluate if their streams are being

used and how

=No presence=Presence set up, but actively using it=Actively using it, but just sharing their press releases=Actively engaging with constituents or “tweeting from the floor”

Legislator Engagement

Best Practices

Brainstorm • Monitor their streams

= Use lists for Twitter=“Like” them on FB or subscribe to public updates= Use RSS reader and add their blog feeds to it

Legislator Engagement

Best Practices

Brainstorm • Engage with them

= Comment on blog posts or FB posts= RT tweets= Ask questions= Share articles about them in your social streams

Legislator Engagement

Best Practices

Brainstorm • Measure, refine, and repeat

=Screen capture examples=What got them to respond?

Next Steps

What action step will you commit to trying between

now and the next call?

Type your responses into chat and we’ll ask you to unmute (*6) to share.

Thanks!

The next webinar is scheduled for:Thursday, February 28, 2013

2-3pm ET/11am-12pm PT

Please contact your Spitfire coach if you have any questions about today’s

presentation.