Issue Advocacy Using Social & Traditional Media--From Twitter to MSNBC in 24 Hours
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Issue Advocacy Using Social & Traditional Media--From Twitter to MSNBC in 24 Hours

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On March 26, 2009, Siteworx, in partnership with Shaun Dakin of Citizens for Civil Discourse, hosted an interactive panel discussion. The event highlighted Shaun\'s experience using social media tools ...

On March 26, 2009, Siteworx, in partnership with Shaun Dakin of Citizens for Civil Discourse, hosted an interactive panel discussion. The event highlighted Shaun\'s experience using social media tools like Twitter combined with traditional PR strategies to drive the conversation around political robocalls in the 2008 election cycle.

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Issue Advocacy Using Social & Traditional Media--From Twitter to MSNBC in 24 Hours Issue Advocacy Using Social & Traditional Media--From Twitter to MSNBC in 24 Hours Presentation Transcript

  • 1 Issue Advocacy Using SocialBetter User Experience Build a and Traditional Media November 29, 2007 From Twitter to MSNBC in 24 Hours March 26, 2009 Privileged and Confidential © Siteworx, Inc.
  • 2 About Siteworx, Inc. Mid-Atlantic’s largest independent Web design and development consultancy. Web Strategy Consulting CMS Planning, Selection, Implementation User Experience & Visual Design Search and e-Commerce Solutions Managed Web Hosting Analytics Solutions Awards and Recognition Featured Clients Privileged and Confidential © Siteworx, Inc.
  • 3 The Changing Face Of User Experience Original definition: relegated to website or product experience Changing definition: extends beyond your domain into search, external commentary, and social communities Privileged and Confidential © Siteworx, Inc. View slide
  • 4 The Changing Face Of User Experience Web 2.0 was the rage (I’m sorry what is Web 2.0?) ▪ Internal-centric Now…Give me (I’m sorry what is Twitter?) ▪ External-centric Privileged and Confidential © Siteworx, Inc. View slide
  • 5 The Changing Face Of User Experience When planning, go beyond the architecture and experience of the product itself Think about ▪ Building your personal network ▪ How you can communicate with them (push/pull) ▪ And who is responsible for that communication Privileged and Confidential © Siteworx, Inc.
  • 6 Building Your Network Good Habits and Patterns ▪ View social networks as your business network Just as you would extend a business card, connect using a network Connecting with Mom or Dad is nice…but you can do better At first, evaluate connections to ensure quality (not what you think) Privileged and Confidential © Siteworx, Inc.
  • 7 Associated Communities and Building Your Network Force yourself to update ▪ Personal ridiculousness is fine ▪ Don’t assume you can interject impersonal business solicitations!!! Privileged and Confidential © Siteworx, Inc.
  • 8 Associated Communities and Building Your Network Force yourself to listen ▪ Simply updating your profile and jumping ship will do nothing for you ▪ Comment on other people’s status when you see fit ▪ View related groups ▪ Figure out, “What’s being said” (More on this with Shaun and Twitter Search) Privileged and Confidential © Siteworx, Inc.
  • 9 Associated Communities and Building Your Network Set connection goals ▪ 10 people (just getting used to it) ▪ 20 people (still getting used to it…just connected to my high school graduating class…wow) ▪ 50 people (ok…got the hang of this. Starting to interject my personal content with business) ▪ 100+ (I’ve got something to say and a network I know and trust to help spread the word) What can you do with your network? Privileged and Confidential © Siteworx, Inc.
  • 10 Issue Advocacy Using Social (and Traditional) Media – (RT Please #Robos) StopPoliticalCalls.org Shaun Dakin: CEO & Founder 3/26/2009 Privileged and Confidential © Siteworx, Inc.
  • 11 Agenda Quickly: The Issue The Start-Up – From the Old World to the New Twitter Search: The Most Important Website Since Google? Case Study: From Twitter to the Main Stream Media in 24 Hours Everything You Need to Know, Now Privileged and Confidential © Siteworx, Inc.
  • 12 The Issue: Voter Privacy and Political Robocalls Top form of political communication 64% of voters received robocalls In battleground states  10-15 robocalls a day Impact: ▪ Seniors ▪ Stay at home mothers/dads ▪ Night shift workers ▪ All of us Testified in US Senate February 28, 2008 Op-Ed in the Washington Post on a Voter Privacy Bill of Rights Privileged and Confidential © Siteworx, Inc.
  • 13 The Start-Up – Old World To the New, With Little $ Commenting on EVERY article and blog posting I could find (Google Alerts) Blog  Immediate feedback, credibility ▪ Results: Print article August 2007, TV interview in September ▪ Feedback on positioning, messaging Georgetown University Class for research Website developed and launched PR strategy, press release, pitch lists Privileged and Confidential © Siteworx, Inc.
  • 14 I Started @EndTheRoboCalls By Accident Privileged and Confidential © Siteworx, Inc.
  • 15 Twitter Search – The Most Important Site Since Google? Privileged and Confidential © Siteworx, Inc.
  • 16 Case Study: From Member / Twitter To Maddow (MSNBC) in 24 Hours The Ground Work  Long Hard Slog ▪ Educate members to immediately report robocall activity ▪ 12 months of media outreach, the traditional way The Execution: 1.Members sent email about robocall in CA 2.Monitored Twitter Search to confirm / validate 3.Distributed link to interested reporters 4.Story in local media by morning and national media by that same evening Privileged and Confidential © Siteworx, Inc.
  • 17 Email From Member About Robocall Privileged and Confidential © Siteworx, Inc.
  • 18 Twitter Search: The Real Time Conversation, Now Privileged and Confidential © Siteworx, Inc.
  • 19 My Response: 11:31 PM ET Privileged and Confidential © Siteworx, Inc.
  • 20 Blog It: ASAP Privileged and Confidential © Siteworx, Inc.
  • 21 Stupid Is... Privileged and Confidential © Siteworx, Inc.
  • 22 … As Stupid Does Privileged and Confidential © Siteworx, Inc.
  • 23 Email Reporters: Link to blog Privileged and Confidential © Siteworx, Inc.
  • 24 Results  Maddow Privileged and Confidential © Siteworx, Inc.
  • 25 So What? 85,000 plus members Front pages: USA Today, LA Times, SF Chronicle, San Jose Mercury News Live TV: CNN, MSNBC Radio: NPR, XM, Fox, CBC, etc.. Bottom Line  THE Expert on Robocalls ▪ If a reporter wanted to interview someone about Robocalls, I was the ONLY person in the nation Privileged and Confidential © Siteworx, Inc.
  • 26 For Nothing (Well Not $0, but) 1.5 year effort ▪ My time, 24/7 ▪ About $25,000 in family savings Hard costs ▪ ASP Website Content Management System ▪ Public Relations Consulting ▪ Insurance ▪ Accountant Privileged and Confidential © Siteworx, Inc.
  • 27 Tools and Tips Privileged and Confidential © Siteworx, Inc.
  • 28 Don’t Do It Social Media Takes Time, Lot’s Of It You Must Be Engaged, Immediately and Authentically Resource Allocation Decisions – Can’t Be an Intern Privileged and Confidential © Siteworx, Inc.
  • 29 If, You Do It Listen  ▪ Who is talking about your (fill in the blank) and where? Contribute  ▪ Comment, post, twitter Engage  ▪ Blog, Twitter, etc… Privileged and Confidential © Siteworx, Inc.
  • 30 Twitter Tools - TweetDeck What:  Visualize multiple searches and create groups Privileged and Confidential © Siteworx, Inc.
  • 31 Twitter Tools - HootSuite What:  Tool to manage multiple Twitter Accounts;  schedule Tweets in the future and Get Stats. Privileged and Confidential © Siteworx, Inc.
  • 32 Twitter Tools - HootSuite What:  Tool to manage multiple Twitter Accounts;  schedule Tweets in the future and Get Stats. Privileged and Confidential © Siteworx, Inc.
  • 33 Twitter Tools - TweetLater What:  Tool to manage multiple Twitter Accounts  and schedule Tweets in the future AND auto  follow Privileged and Confidential © Siteworx, Inc.
  • 34 Twitter Tools - Twitterfeed What:  Automatically update your Twitter account  with your blog posts. Privileged and Confidential © Siteworx, Inc.
  • 35 Twitterfeed Example Privileged and Confidential © Siteworx, Inc.
  • 36 Tweetizen – Twitter Groups Privileged and Confidential © Siteworx, Inc.
  • 37 I Polled My Followers Monday For Blackberry users  Twitterbery ▪ http://www.orangatame.com/products/twitterberry/ TinyTwitter Love twitter and love tweeting from your mobile device? But don't want to get dinged for updates and double dinged for friend updates continually arriving via SMS? ▪ http://www.tinytwitter.com/ Privileged and Confidential © Siteworx, Inc.
  • 38 I Polled My Followers Monday For Vista users  @BlueAp ▪ http://www.thirteen23.com/experiences/desktop/blu/ Another Twitter Desktop App - @Twhirl ▪ http://www.twhirl.org/ Privileged and Confidential © Siteworx, Inc.
  • 39 SNL Privileged and Confidential © Siteworx, Inc.
  • 40 Putting Social Connections in Context Push (Traditional) Content Management Publication RSS Newsletters Search Engine Marketing Podcast or Video Broadcast ▪ Assumes the audience cares enough to interact, come back, or stay with you Privileged and Confidential © Siteworx, Inc.
  • 41 Putting Social Connections in Context Push (Social) Status Update A URL Status Update Direct Messaging (Jim, did you see this?) Notes Links My Groups My Events ▪ Assumes you have a healthy network Privileged and Confidential © Siteworx, Inc.
  • 42 Putting Social Connections in Context Pull (Traditional) Scan article/blog comments Scan forum strings Ask your customer service dept Review your analytics Review your search logs (this is as exciting as it sounds) Solicit audience feedback or content Search Scan competitors Privileged and Confidential © Siteworx, Inc.
  • 43 Putting Social Connections in Context Pull (Social) Search the community (Shaun will elaborate) Solicit conversation via Status Scan social network home screens religiously Privileged and Confidential © Siteworx, Inc.
  • 44 Putting Social Connections in Context Kim The Food Reporter Keeps her publication fresh (Push Traditional) Takes feedback and requests via “contact me” link (Pull Traditional) Read her Facebook Newsfeed and saw Giovanni’s Recipe for Pasta and Fagioli (no this is not a joke) (Pull Social) Contacted Giovanni and asked to use his recipe for her next topic of publication (Pull Social) Kim publishes new recipe (Push Traditional) Kim notifies Giovanni (Push Social) Kim posts a link via status update (Push Social) Giovanni posts a link on his blog and status updates (Push Social) Privileged and Confidential © Siteworx, Inc.
  • 45 WHO HAS TIME TO DO THIS??? Privileged and Confidential © Siteworx, Inc.
  • 46 Who is Responsible for Communication First question is are you prepared to mix business and pleasure? Actually not as time consuming as you’d think Traditional tools are starting to provide optional social publishing capabilities Privileged and Confidential © Siteworx, Inc.
  • 47 Who is Responsible for Communication Just give it to Marketing (Not Really) Not going to go as far as “Everyone” but well…Everyone ▪ Start by assigning representatives by major content area to ensure someone has their ear to the grindstone Understand how social communication can integrate within your day to day patterns and publications by actively planning for it ▪ Share your experiences and learn from one another internally ▪ Measure success by looking at your analytics and product trends over a set time Privileged and Confidential © Siteworx, Inc.
  • 48 Thank you! Web Address: http://www.siteworx.com Email: info@siteworx.com Phone: 703-964-1700 Shaun Dakin: DakinShaun@gmail.com Twitter: @EndTheRobocalls (Business) @IsCool (Personal) Phone: 703-201-1146 (no robo calls please) Privileged and Confidential © Siteworx, Inc.
  • 49 Shaun’s Latest Project - #AskPres http://www.communitycounts.com/obama Privileged and Confidential © Siteworx, Inc.
  • 50 Twitter Strategy - @AskThePresident Privileged and Confidential © Siteworx, Inc.
  • 51 Case Study: Motrin – From Twitter … The Ad The Reaction The Alternative What Motrin did: ▪ Over weekend responded to moms ▪ Took down offending ad ▪ Suspended the entire campaign Privileged and Confidential © Siteworx, Inc.
  • 52 … To the Mainstream Media Privileged and Confidential © Siteworx, Inc.
  • 53 Who is using Twitter? Dell – messages about discounts ($1.5 M) Zappos – CEO Tweets, 435 employees Comcast – Customer Service Ford – Social Media Director JetBlue – Customer Service Privileged and Confidential © Siteworx, Inc.
  • 54 Dell Privileged and Confidential © Siteworx, Inc.
  • 55 Zappos Privileged and Confidential © Siteworx, Inc.
  • 56 Comcast Privileged and Confidential © Siteworx, Inc.
  • 57 Ford Privileged and Confidential © Siteworx, Inc.
  • 58 JetBlue Privileged and Confidential © Siteworx, Inc.