Social Media + Mobilization


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A presentation given by Managing Partner Brett Bell of Grassroots Online on April 7, 2014 to an "Advocacy & Government Relations" course at Ryerson University in Toronto, Ontario. The presentation looks at the need to develop an online campaign presence and some general rules on how to develop a successful online engagement effort.

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Social Media + Mobilization

  1. 1. Social Media Mobilization Brett Bell Grassroots Online April 7, 2014
  2. 2. About grassroots online What we do: Founded in 2009, Grassroots Online develops and manages online advocacy campaigns for private sector clients, industry associations and non-profits.
  3. 3. Today’s Agenda  Why social media is important in Canada?  Advocacy vs Marketing  Tackling “The Obama Myth”  Challenges & Opportunities  8 Rules For Your Online Campaign
  4. 4. 83%of Canadians use the Internet
  5. 5. 34.6 hours Canadians spend a total of per month online, versus global average of 24.2 hours
  6. 6. Smartphones rule of Canadians own a smartphone, up 13% from last year. 75%
  7. 7. Social media + politics 39% 43% of Internet users participate in political or civic activities on social networking sites. have decided to learn more about a candidate from something they saw on social media.
  8. 8. Facebook News Feed of Facebook users mostly see news when on Facebook for other reasons. 78%
  9. 9. Like to like 38% of Internet users say that ”liking” something is their preferred political activity online.
  10. 10. Advocacy vs marketing • A product or service that customers (potentially) want • Immediate reward • Competitors • Something the organization needs/wants • Delayed or indirect reward • Direct opponents or opposing viewpoints
  11. 11. The Obama myth
  12. 12. “(Obama’s success) wouldn’t have happened if we didn’t have the right message and the right messenger.” Scott Goodstein, Digital Director 2008 Obama Campaign
  13. 13. Obama Vs Canada $1 Billion $22M 300 staff 5-7 staff 200 Digital 50 Technology 50 Analytics
  14. 14. Social Print Challenge: Resources TV
  15. 15. Challenge: Competing for attention 81% 80% 53%63% 54% Catch up with friends Personal content Entertainment Shopping News
  16. 16. OPPORTUNITY: Targeting Audience Unlike traditional media, you can segment your audiences more effectively, pushing different messages to different audiences.
  17. 17. Communicate emotion. Opportunity:
  18. 18. OPPORTUNITY: TRACKING PROGRESS Social media provides the ability to track exactly who saw your message and who took action. Execution Consumption Sharing Action
  19. 19. Simple rules for mobilizing audiences online
  20. 20. Rule 1: Go Where The Fish Are Find out where your audience is and go to them. Don’t expect them to come to you.
  21. 21. Rule 2: Self Interest Motivates Craft a message that appeals to the personal motivations of your audience. Traffic
  22. 22. Rule 3: USE Emotion
  23. 23. Rule 4: Authenticity IS KEY Social media is about personal connection. Show the human side of the campaign wherever possible.
  24. 24. Click Here Rule 5: One Call To Action Identify what you want your audience to do and make that the sole focus of your content.
  25. 25. Rule 6: Get Contact Information To be able to continue communicating with your audience, you need to have a way of contacting them. Enter Your Email Address
  26. 26. Rule 7: Show Social Proof To build a sense of community and momentum, provide indications that others are participating.
  27. 27. Rule 8: Leave Broadcasting To The News Where possible, engage with your community rather than speak at them. Give them an active role, not just serve as the audience.
  28. 28. Key takeaways 1. Despite ability to target and segment audiences, still must compete for resources with traditional communications 2. Advocacy is different than marketing, although the tools are similar 3. Understand what motivates your audience and appeal to those motivations 4. Make it easy for them to engage and share 5. Authenticity is key; be more than a press release
  29. 29. Questions?