Political Social Media Presentation

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Social Media has permanently altered the landscape of political campaigns. Learn how you can leverage it for your candidate or cause.

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Political Social Media Presentation

  1. 1. Social Media and Political Reality<br />RICHMOND CITY <br />REPUBLICAN COMMITTEE <br />June 22, 2011<br />
  2. 2. Purpose<br /><ul><li> Confirm, refine or explode your notions about Social Media (aka “new media”)
  3. 3. Discuss Social Media strategies that work and don’t work in political campaigns</li></li></ul><li>Overheard at recent GOP meeting<br />“I’ve got Social Media covered-- some college students are on Facebook and they’re tweeting for me.”<br />“I’ve got better things to do than tell people what I had for dinner.”<br />
  4. 4. Consider:<br />1997: The Internet considered “just a fad”<br />1999: The Internet considered essential for business<br />2000: Dot com bubble burst; tarnished online reputation<br />2005: Websites considered essential for all businesses;<br />2005: YouTube.com established<br />2006: Facebook considered just a fad for students<br />2008: Obama engages and energizes base using SM<br />2009: Twitter scoffed at by mainstream media<br />2010: Social Media considered essential for all businesses<br />and political campaigns<br />2011: Political uprisings and downfalls directly related to SM<br />
  5. 5. What is Social Media?<br />“It’s a lot of people saying stuff online.”<br />“It’s Facebook, Twitter, and You Tube.”<br />“It’s a way to get millions of small donations.”<br />Social + Media ≠ Social Media<br />
  6. 6. What is Social Media?<br />Engagement from the top of the political ladder or any level with grassroots supporters.<br />Public, personal discourse with people you know and with strangers, generally by common interests.<br />Networks that enable near real time dissemination of news and opinion (random, 3D call ladder).<br />
  7. 7. Social Media . . . beyond the tube<br /><ul><li>Offers a direct relationship with voters, contributors
  8. 8. Offers voters a way to congregate and express
  9. 9. Can and does result in action, even while engaged in other activities</li></li></ul><li>#1 reason for Social Media phobia and avoidance<br />It can’t be controlled. <br />
  10. 10. Application of universal principle<br /> “Use it or LOSE it.”<br />
  11. 11. Technology Adoption<br />© Pew Research Center<br />
  12. 12. Evolution of online engagement<br />Active <br />engagement <br />with Social Media<br />More advanced <br />online entertainment<br />Advanced<br />Passive Social Media use <br />Basic online entertainment<br />E-commerce<br />Research & Info gathering<br />Basic<br />Email and search<br />© Pew Research Center<br />
  13. 13. Centuries of lessons learned<br /><ul><li>Technology adoption precedes understanding of its real power:disruption
  14. 14. Failure to understand results in economic and political failure
  15. 15. People who harness the power succeed, often brilliantly</li></li></ul><li>Any size campaign reap rewards<br />
  16. 16. Any size campaign can reap . . . disaster<br />
  17. 17. Political Social Media Strategy<br />Develop messages for key demographics <br />Develop & implement visibility strategy<br />Develop & implement engagement strategy<br />Candidate engages (authentic)<br />Start fundraising online<br />Take advantage of “lucky accidents.”<br />Monitoring and measuring data in Social Mediaused for these steps<br />
  18. 18. Key actions<br />#1 Make message(s) consistent with ALL ads and direct mail; integrate, integrate!<br />#2 Buy online advertising in multiple channels EARLY <br />#3 Develop “sub-messages” for groups<br />#4 Use networks, email, blogs, article comments<br /># 5Use “pull” not just “push” mentality<br />
  19. 19. Key actions<br />#6 Identify and engage on networks and blogs already attracting your constituency<br />#7 Use online news releases (2 - 10/week) and photos, photos, photos!<br />#8 Measure and monitor continuously; address negatives & info immediately<br />#9 Use SM and online search for opposition research<br />#10 Directly engage grassroots supporters<br />
  20. 20. For Supporters: How to engage for impact?<br />Organize a group (2-5) to meet online, in person <br />Select issues important to your contacts<br />Create daily blog posts and share, retweet- use networks<br />Sponsor events - e.g. “tweetups”<br />Help with fundraising online<br />Monitor and measure size of your reach; understand which messages are effective and why. Don’t be redundant.<br />
  21. 21. Key “DON’Ts”<br /># 5 Be boring! <br /># 4 Delay action<br />#3 Ignore constituent online complaint<br />#2 Limit your channels (or thinking)<br />#1 Put Social Media in a silo<br />
  22. 22. Social Media Sites/Platforms<br /><ul><li>Social networks, such as Facebook, LinkedIn, Plaxo and </li></ul> Classmates.com<br /><ul><li>Micro-blogging sites, such as Twitter, Tumblr, Posterous, Dailybooth and 12 Seconds
  23. 23. Blogging sites, such as WordPress, Blogger and Blogspot
  24. 24. Video-sharing sites, such as YouTube, Ustream and Vimeo
  25. 25. Photo-sharing sites, such as Flickr, Instagram and Picassa
  26. 26. Bookmarking sites, such as Digg, Reddit and StumbleUpon</li></li></ul><li>Conservative Networks<br /><ul><li>FreedomWorks’ Freedom Connector: > 100k patriots organizing and taking action to restore freedom in America
  27. 27. Patriot Action Network: > 88,000 members with state and often local chapters
  28. 28. Free Republic: unknown size, potentially hundreds of thousands, with state chapters
  29. 29. Facebook groups, Twitter hashtags, blogs such as Family Foundation, townhall.com, gawker.com</li></ul>Source: Pew Research Center<br />
  30. 30. Contact<br />1-888-364-7771<br />Info@thehardwickegroup.com<br />/TheHardwickeGroup<br />/TheHardwickeGroup<br />/company/The-Hardwicke-Group<br />/TheHardwickeGroup<br />/HardwickeGroup<br />© 2011 The Hardwicke Group LLC<br />

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