PubCon South Dallas


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Mike Chapman's presentation at PubCon South in Dallas, Texas, April, 2010.

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PubCon South Dallas

  1. 1. Social Media in the Public Sector Presented by: Mike Chapman Apogee Campaigns
  2. 2. Social Media in the Public Sector <ul><li>This session will be an in-depth discussion on utilizing social media, SEM and SEO to influence public opinion on issues critical to corporations, government, and large membership based organizations. </li></ul>
  3. 3. About Me <ul><li>Over 25 years of public affairs experience beginning on Capitol Hill in Washington D.C. on the legislative and campaign staffs of a senior Member of Congress and as legislative director for a current member of the U.S. Senate. </li></ul><ul><li>Congressional lobbyist for the National Association of Realtors and the American Medical Association; worked with members of both major political parties on behalf of two of the largest and most active Political Action Committees and grassroots organizations and with political campaigns on all levels. </li></ul><ul><li>Texas State University, as a government affairs and development specialist and as a legislative and communications consultant for a number of private sector clients, utilizing the most current technologies in social media and word-of-mouth marketing and traditional public affairs strategies to achieve winning legislative and policy initiatives. </li></ul><ul><li>Co-founder of the Social Media Club International NGO and the Austin Social Media Club in 2007; intimately involved in developing state of the art social media marketing campaigns and working with both public and private sector clients to enhance their online presence and effectively utilize social media technologies to achieve policy and business goals and objectives. </li></ul>
  4. 4. Urban Myth <ul><li>The Myth: Barack Obama was elected President of the United States by using social media. </li></ul>
  5. 6. Truth <ul><li>Online technologies, including social media and especially social networking </li></ul><ul><li>Integrated into the overall campaign strategy and execution, including communications, volunteer activities and fundraising. </li></ul>
  6. 8. Obama Campaign <ul><li>In The Audacity to Win Obama Campaign Manager David Plouffe writes that he made the social media manager co-equal to the other traditional communications directors - A first in Presidential campaigns. </li></ul>
  7. 9. The Rise of Social Media in Politics <ul><li>Bill Clinton had a secret – the MSM wouldn’t touch it for fear of being sued. </li></ul><ul><li>Word of Mouth in D.C. was way ahead of the media </li></ul><ul><li>Matt Drudge had nothing to lose and went online </li></ul>
  8. 11. Drudge Report
  9. 12. Dean and McCain
  10. 13. Powerline and Dan Rather
  11. 14. Kerry went 1.0 <ul><li>Command and Control </li></ul><ul><li>Given the opportunity to work with Dean’s internet team and rejected it </li></ul>
  12. 15. 2008 <ul><li>Edwards – Office in Second Life </li></ul><ul><li>Paul – Money Bombs </li></ul><ul><li>McCain and Hillary put their twenty-something daughters in charge </li></ul><ul><li>Obama elevates and integrates </li></ul>
  13. 16. 2009 - #TCOT and the Tea Party
  14. 17. 2010 -United Kingdom
  15. 19. Early Adopters Led the Way <ul><li>Chat Rooms </li></ul><ul><li>Fighting the Power </li></ul><ul><li>Bloggers </li></ul><ul><li>Texting </li></ul>
  16. 20. But it’s not about the tools <ul><li>It’s about the Strategies and effectively utilizing the tools and technologies to carry out the strategies and tactics </li></ul>
  17. 21. Elected Officials <ul><li>Elections (getting elected and re-elected) is the business that politicians are in. </li></ul>
  18. 22. Nature of Political Campaigns <ul><li>Strict Deadlines </li></ul><ul><li>Limited Budgets </li></ul><ul><li>Second place = losing </li></ul>
  19. 23. What Drives Campaigns? <ul><li>Money </li></ul><ul><li>Media </li></ul><ul><li>Votes </li></ul><ul><li>Politicians are in the business of getting elected (or appointed.) </li></ul><ul><li>All public policy results from this process either directly or indirectly. </li></ul>
  20. 24. Votes <ul><li>Votes represent the actions of real people who are motivated enough to take time out of their lives on a Tuesday in November, a Saturday in May, or other election days….to choose who runs the governmental entities they finance. </li></ul>
  21. 25. Social Media and Search <ul><li>Allow politicians and, yes, interest groups, to go where the voters gather their information in forming their opinions. </li></ul>
  22. 26. Earned Media <ul><li>Traditional – newspapers, magazines, radio, television </li></ul><ul><li>Social – blogs, retweets </li></ul>
  23. 27. Social and Search
  24. 28. Paid Media <ul><li>Traditional – newspapers, magazines, radio, television </li></ul><ul><li>Search – google ads, facebooks ads </li></ul>
  25. 30. Influencing Elected Officials <ul><li>Money </li></ul><ul><li>Media </li></ul><ul><li>Votes – Constituents…especially those with a voice, who contribute, and who regularly participate </li></ul>
  26. 31. Constituent Mail <ul><li>In the old days (10 years ago) snail mail would greatly impact how a Congressman votes on an issue. </li></ul><ul><li>100 (unique) letters would get attention </li></ul><ul><li>1,000 could sway the Member of Congress </li></ul>
  27. 32. Post 9/11 and Anthrax <ul><li>Snail mail can take months for delivery </li></ul><ul><li>Members of Congress rely on email and other digital forms of communication </li></ul>
  28. 33. “ Google It” <ul><li>Staff are young and depend on search engines for research </li></ul><ul><li>Social media, SEM, SEO can greatly impact how the briefing memos to the elected officials are written including constituent input </li></ul>
  29. 35. The Tools <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>SEO Campaign Management </li></ul><ul><li>Online Reputation Management </li></ul><ul><li>Online Advocacy Programs </li></ul><ul><li>Mobile Search Marketing </li></ul><ul><li>Paid Search Advertising </li></ul><ul><li>Website Optimization and Conversion </li></ul><ul><li>Ad Exchange Management </li></ul><ul><li>Online Media Planning and Buying </li></ul><ul><li>Social Media, Search Marketing & Training </li></ul><ul><li>Online Fundraising </li></ul>
  30. 36. Integration <ul><li>Traditional </li></ul><ul><li>Social </li></ul><ul><li>Search </li></ul>
  31. 37. The Future <ul><li>Micro-targeting </li></ul><ul><li>Fragmentation </li></ul><ul><li>Flash Mobs </li></ul><ul><li>Causes </li></ul><ul><li>Mobile </li></ul>
  32. 38. How to Influence Public Policy <ul><li>Do your homework </li></ul><ul><li>Know if an elected official can reconcile your position with their constituents and supporters </li></ul><ul><li>Ask for support effectively </li></ul>
  33. 39. Information Is Power <ul><li>Still as true as always </li></ul><ul><li>Word of mouth is credible </li></ul><ul><li>Speed and Timing are key today </li></ul>
  34. 40. Use Online Communities <ul><li>Word-of-mouth and public affairs are old acquaintances </li></ul><ul><li>Use online communities to carry the message </li></ul><ul><li>Spot influential members and get to know them </li></ul><ul><li>Use digital tools to measure impact </li></ul>
  35. 44. Why 2.0 Works in Public Affairs <ul><li>People are opinionated, they will go wherever they can read, listen, watch and give immediate input in real-time or close to it </li></ul><ul><li>People are relational and will gather in groups of like-minded people </li></ul><ul><li>Politicians will respond to both of the above </li></ul>
  36. 45. About Apogee Campaigns <ul><li>WINNING social media and search engine marketing campaigns focused on government and public affairs programs for corporations, professional and trade associations, select political candidates, causes and campaigns </li></ul><ul><li>Proven techniques, powerful online tools & technologies, and a deep expertise in statistical evaluation to generate solid, measurable results at every stage of the social media and search engine marketing process </li></ul><ul><li>High return on investment solutions for public affairs efforts and associated media, fundraising and organizational challenges </li></ul>
  37. 46. Thank You! <ul><li>@MikeChapman on Twitter </li></ul><ul><li>Mike.Chapman on Facebook </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>