Social Media Case Studies: Elections, Activism & Engagement
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3 case studies on social media, Obama 2008 vs Obama 2012, The Dragonfly Effect, NYPL content strategy
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Social Media Case Studies: Elections, Activism & Engagement
- 1. Social Media: 3 Case studies Autumn 2013 Mala Sarat Chandra @malachandra
- 2. Love stories that mobilized an ongoing drive to save lives A grassroots movement that elected the 1st Black President of the USA in 2008 & Re-elected him in 2012 The many ways to engage audiences with content at NYPL Sameer Bhatia Vinay Chakravarthy SocialMediainBusiness,UWPCE 2 9/18/2013 Case Studies
- 3. Using Social Media to Save Lives The Dragonfly Effect 9/18/2013SocialMediainBusiness,UWPCE 3http://www.youtube.com/watch?feature=player_embedded&v=zGoUZoKm3pI#t=10 https://www.facebook.com/100kCheeks
- 4. Using Social Media to Elect and Re-elect President Barack Obama “Obama (and Howard Dean before him) weren’t successful because they understood computers, they were successful because they understood how to make technology harness the passion of their supporters” - Republican Strategist Mark McKinnon 9/18/2013SocialMediainBusiness,UWPCE 4 2008 Victory Speech 2012 Victory Speech Source: http://www.nationaljournal.com/2012-election/word-cloud-comparison-of-obama-s-two-victory-speeches-20121107
- 5. New Media Goals Acquisition Activation Advocacy “There’s nothing more valuable than a human being talking to another human being. Nothing.” - David Plouffe, Campaign Manager. Organizingfor AmericaCampaign2008 SocialMediainBusiness,UWPCE 5 9/18/2013
- 6. Democratic Party Goal: Get Obama elected President OFA Goal: Get people to get other people to Sign-up Volunteers Register Voters Raise funds Get out the vote OBAMA CAMPAIGN 2008 SocialMediainBusiness,UWPCE “All of our goals and metrics were derivative of the larger campaign goals. You could track everything we did back to dollars or more volunteers.” - Joe Rospars 6 9/18/2013
- 7. S.M.A.R.T. GoalsSpecific,Measurable,Actionable,Relevant,Timely ResultsFocused,Data Driven SocialMediainBusiness,UWPCE Goal KPI Metric Sign-up Volunteers BarackObama.com Registrations Active Volunteers by State % website visitors Number registered and activity level on MyBo site Register Voters Volunteer-team performance against targets Email-ids gathered Number of events organized Email-ids from events and list conversions Raise Funds Website, email and offline donations Number of 1st time/repeat website visitor donations Ave Contribution/donor Email campaign yield Get out the Vote Number, frequency, location of offline events User generated content and engagement on Social Media Attendance at events Number of Voter registrations 7 9/18/2013
- 8. Iterate: Measure, Analyze, Test, Improve Email Signup Donate Cost Per Click Sign- Up Rate $ Per Recipient $ per pageview Website Donate Cost Per Click Sign- Up Rate $ Per Recipient $ per pageview Email Signup Define Quantifiable Success Metrics Find and Fix Weak Links Source: Dan Siroker SocialMediainBusiness,UWPCE 8 Website 9/18/2013
- 9. Splash Page Design Multivariate Testing 9/18/2013SocialMediainBusiness,UWPCE 9 Media Variations MLEARN ORE SIGN UP JOIN US NOW SIGN UP NOW Button Variations 24 combinations to test 3 still photographs 3 videos 4 button word choices Source: Dan Siroker
- 10. The Results 9/18/2013SocialMediainBusiness,UWPCE 10 The Winner – 40% conversion rate 310,382 visitors to the splash page during the test period. 24 combinations tested. Each combination was seen by 13,000 people. Source: Dan Siroker
- 11. Organizational Structure 9/18/2013SocialMediainBusiness,UWPCE 11 Campaign Headquarters Regional Headquarters Volunteer Teams Data Analyst Social Media Director Barack Obama David Plouffe New Media Marketing eMail Blog Video Design Analytics Organizing Communications Paid Media Field Operations Policy Correspondence Finance 81 Paid Staff 89 Volunteers Professionals Film-makers Data Analysts Developers Writers Industry Experts Joe Rospars Chris Hughes Michael Slaby Kevin Malover
- 12. Volunteers and the Grass-roots Movement Team Leader Data Manager Phone Bank Coordinator Campus Coordinator Volunteer Coordinator Replicable, standard team structure Mandatory Training Accountability for voter contact and getting votes Clear goals, context and information for teams Culture of inclusion in planning and communications High motivation, passion and morale Trusted Volunteers SocialMediainBusiness,UWPCE 12 9/18/2013
- 13. Content that stimulates Conversations that build Communities that engage 9/18/2013 People-focused Disciplined Engaging Authentic Transparent Customizable Data-driven Nimble Optimized SocialMediainBusiness,UWPCE 13 Holistic, Coordinated “New Media” GOST
- 14. A personal content hub for supporters (“MyBO” website) Host events that were searchable, send out invitations Upload photos and videos, write a personal blog Access databases of phone numbers of people to call Downloadable signs, posters, literature and guidelines Easy to find, SEO optimized for organic and paid searches Well written Content that is consistent Online and Offline Easy access, permission to customize, no copyright issues VoteForChange.com Active Video Campaign Stories from the field of supporters and volunteers Fast response to negative publicity from the opposition Mimic tag words to increase chances of finding the response alongside the critique Content Strategy SocialMediainBusiness,UWPCE 14 9/18/2013
- 15. Conversation Strategy Dinner with Barack Comments enabled on all online channels Be the First to Know: V.P. Announcement via SMS Tremendous buzz from bloggers and mainstream media House Parties and Event Sign-Ups Create authentic experiences with Email Rallying cry “supporters like you” with calls to actio Nurture one-on-one relationships with online supporters Videos and Streaming Videos Local Real-World Stories Exclusive “One-on-One” Reports to campaign supporters Blogging Authentic stories written by grass-roots volunteers about what mattered to their constituents Online promotions including Twitter updates SocialMediainBusiness,UWPCE 15 9/18/2013
- 16. SocialMedia inBusiness, UWPCE Tiers of Engagement Menu of Options for Prospective Supporters Source: Edelman 16 9/18/2013
- 17. Communities Strategy Presence on popular social networking sites Facebook One Million Strong for Barack Obama I Endorse Barack Obama – and I’m telling my friends! One Click for Barack Obama I have more Foreign Policy Experience than Sarah Palin MyBarackObama.com Official Barack Obama YouTube Channel Xbox Live In game advertising to reach 18-34 year olds SocialMediainBusiness,UWPCE 17 9/18/2013
- 18. Take Advantage of Special Circumstances “I guess a small town mayor is like a community organizer, except you have actual responsibilities” From David Plouffe to supporters Raised over $10 Million with 24 hours Source: Online Tactics & Success by M+R Services SocialMediainBusiness,UWPCE 18 9/18/2013
- 19. OBAMACAMPAIGN2008 Bythenumbers $500,000,000 raised online. $156,000,000 raised offline. 3 million online donors contributed 6.5 million times 365 Electoral Votes. 69,456,97 Popular Votes. 5 million “friends” on 15 social networking sites 3 million on Facebook alone 13 million email list 3 million signed up to receive between 5 to 20 SMS per month 35,000 volunteer groups held 200,000 offline events 8.5 million monthly visitors to MyBarackObama.com at peak 2 million profiles with 400,000 blog posts 70,000 fund-raising hubs raised $30,000,000 2,000 official YouTube videos watched 80,000,000 times 442,000 user-generated videos on YouTube Source: Edelman 2009 Social Media in Business, UW PCE 19 9/18/2013
- 20. Obama Strategy Lessons Clear Goals, Objectives, Strategy, Tactics Specific Measurable Actionable Relevant Timely Target Audience Find them wherever they are online and listen to them Engagement Provide them with interesting, relevant content Influencers and Brand Advocates Empower them with content aligned with their interests, easy to customize and share Channel online enthusiasm into specific, targeted activities to further the campaign’s goals Executive Sponsorship Professional team organized for success Establish a technological foundation Data-driven Decisions Key Performance Indicators and Metrics Test, Measure, Change, Iterate SocialMediainBusiness,UWPCE 20 9/18/2013
- 21. Social Media played a bigger role in 2012 2008 • Facebook Likes: 2million people • Twitter: 115,000 followers • 15 social sites – Facebook, Twitter and YouTube were the big ones • Mainstream Press clips were used heavily 2012 • Facebook Likes: 32 million people • Twitter: 21 million followers • Added Google + (1.9M) and Instagram (1.2M) • State by State Content tuning using geo- location and mobile technologies • Mainstream Press severely limited • Obama’s website has no “News” section • Campaign news came from the campaig and the “Truth Team” 9/18/2013SocialMediainBusiness,UWPCE 21 Source: http://www.mysocialagency.com/obama-social-media-campaign-then-and-now/3759/
- 23. The Truth Team 9/18/2013SocialMediainBusiness,UWPCE 23 "People don't just want to hear from campaign statements or ads -- they want to hear from the family and friends they trust," - Stephanie Cutter, Deputy Campaign Manager http://www.barackobama.com/truth-team/attack-watch http://www.barackobama.com/truth-team/romney-reality http://www.barackobama.com/truth-team/keeping-his-word
- 24. Obama 2012 on Tumblr 9/18/2013SocialMediainBusiness,UWPCE 24
- 25. Obama 2012 on Instagram and Pinterest 9/18/2013SocialMediainBusiness,UWPCE 25 http://www.pinterest.com/barackobama/obama-2012-in-action/http://www.barackobama.com/photos-from-the-field/
- 27. References Learning from Obama: Lessons for Online Communicators in 2009 and Beyond Colin Delany, August, 2009 Online Tactics & Success: An Examination of the Obama For America New Media Campaign Sarah DiJulio, Executive Vice President and Andrea Wood, M+R Strategic Services Obamanomics: A Study in Social Velocity, Jalali Hartman, 2008-2009 How We Used Data to Win the Presidential Election Dan Siroker, 8 May 2009. Online video clip. Stanford University http://cobb.stanford.edu/courses/cs547/090508/090508-cs547-300.wmv The Social Pulpit: Barack Obama’s Social Media Toolkit Monte Lutz, Edelman 2009 http://www.edelman.com/image/insights/content/Social%20Pulpit%20-%20Barack%20Obamas%20Social%20Media%20Toolkit%201.09.pdf Obama and the Power of Social Media and Technology Tour of MyBo website http://www.youtube.com/watch?v=uRY720HE0DE&NR=1 Yes We Can http://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related SocialMediainBusiness,UWPCE 27 9/18/2013
- 28. NYPL Using Social Media to Reach a Global Audience 9/18/2013SocialMediainBusiness,UWPCE 28
- 29. NYPL Content Strategy (1): Map Warper 9/18/2013SocialMediainBusiness,UWPCE 29
- 30. NYPL Content Strategy (2): Voicestream 9/18/2013SocialMediainBusiness,UWPCE 30
- 31. NYPL Content Strategy (3): Flickr 9/18/2013SocialMediainBusiness,UWPCE 31
- 32. NYPL Content Strategy (4): Flickr 9/18/2013SocialMediainBusiness,UWPCE 32
- 33. NYPL Content Strategy (5): Tumblr 9/18/2013SocialMediainBusiness,UWPCE 33
- 34. NYPL Increased Card Sign-ups by 35% During National Library Card Sign-up Month (Sept 2012) 9/18/2013SocialMediainBusiness,UWPCE 34 “A fine quotation is a diamond in the hand of a man of wit and a pebble in the hand of a fool.” – James Roux “If there’s one thing that always gets attention, it is quotes from celebrities.” – NYPL Analytics Insight Results: Unique page views to the library card registration page increased by 34% Library card sign-ups were 21% higher than September 2011 The NYPL’s sign-ups were 35% higher than the average number of monthly online library card applications Source: http://sherpablog.marketingsherpa.com/online-marketing/nypl-social-media-marketing/
- 35. Lessons Learned Present a focused message and vision Hope, Change, Action Map out your digital landscape Know social influencers, the top bloggers, the top social networks and the central communication hubs Build relationships Listen, be authentic, ask questions Have a clear call to action Every action was geared toward achieving a focused goal The purpose of online activity is to create offline activity Empower brand ambassadors Embrace co-creation; let the brand evolve without you directing all the evolution Source: The Dragonfly Effect 9/18/2013SocialMediainBusiness,UWPCE 35