OPSEU geotargeting

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  • OPSEU geotargeting

    1. 1. Using social media for local campaignsOntario Public Service Employees Union June 11, 2012 Bob LeDrew, principal consultant
    2. 2. Setting the stage
    3. 3. I didn’t know what Facebookwas, and now that I do knowwhat it is, I have to say, itsounds like ahuge wasteof time.”
    4. 4. Some numbers...
    5. 5. Traditional campaign tools • Media relations • Ads • Newsletters • Brochures • Doorknocking
    6. 6. Traditional campaigning• One-way• Top-down• Message control• Command structure• Target audiences defined by sender
    7. 7. Social media campaigning• Two-way• Peer-to-peer• Messages grow• Adhocracy• Target audiences self-select
    8. 8. How to usesocial media
    9. 9. Principles• Own your data whenever possible• Listening• Transparency• Accountability• Set your rules & live by them• Find your leaders & set them free
    10. 10. Strategy• Goals• Audiences• Tactics• MEASUREMENT
    11. 11. Outbound VoterMessaging Identification Crisis response
    12. 12. Outbound VoterMessaging Identification Crisis response
    13. 13. Social media touches on: Voter ID Outbound messaging Crisis response
    14. 14. Messaging• Control of messaging• Response and interactivity• Trolling• Separating diversity of opinion from organized campaigns (Astroturfing)
    15. 15. Leveraging old media• Forwarding• Virality• Sharing, embedding, screengrabbing
    16. 16. What it offers• Strong messaging• Lead the media• Engagement, virality and reach• Reasonable cost• Unmatched measurement & ability to gauge ROI
    17. 17. Geographic targeting• Choosing a market / paid media• Self-selection / engagement
    18. 18. Using paid media• Facebook• Google• LinkedIn• Other ad networks
    19. 19. Self-selection• Facebook• Blogging / web• E-mail lists
    20. 20. Voter ID• When people engage (like on FB, comment, etc.) they’re ASKING for contact• Use their information (ethically)• Encourage the spread
    21. 21. Outbound Messaging
    22. 22. Mistakes don’t kill you
    23. 23. Your response does.
    24. 24. Example #1
    25. 25. Example #2
    26. 26. Example #3
    27. 27. Social media & crisis• Blow up quickly = ADDRESSED quickly.• Avoid the obvious mistakes• Assume unpredictable mistakes• Prepare responses in advance• Empower responders
    28. 28. More Examples• Ontario drivers licence changes• Speak out on Copyright• Wisconsin public employees• 2011 Votemobs• Canadians Against Proroguing Parliament
    29. 29. Measurement• The goal defines the measure • Views, • shares, • calls to action • Memberships • Surveys
    30. 30. What has to happen NOW• Draft messaging• Choose media• Ad images & copy• Calendarize• Prep launch plan
    31. 31. What has to happen DURING• Insert content in streams (Youtube, FB, Twitter, etc.)• Track views, comments, forwards, likes, clicks• Continously track ad performance• Response, crisis and otherwise
    32. 32. Bob LeDrew, principal consultant 613-869-2148 bob.ledrew@gmail.com http://www.translucid.ca http://twitter.com/bobledrew
    33. 33. Blogging• A blog is a website• Tagging• SEO• Hosted vs. self-hosted
    34. 34. Social media news release• Text• Images• Video• Audio• Links
    35. 35. Twitter• 140 character• The retweet• The hashtag• The “@” and the DM• Platform independent• URL shorteners
    36. 36. Video• Uses: instruction, inspiration, promotion, entertainment• Think short• Platforms: youtube, vimeo, etc.• Metadata 101• Tagging
    37. 37. Social networks• Facebook • Groups • Pages • Events• Google+• LinkedIn• Location-based networks (4sq, Gowalla)
    38. 38. URL shorteners• Bit.ly• Tinyurl• T.Co• Ny.tims
    39. 39. E-advocacy & resource sharing• File-sharing tools (e.g. Dropbox)• Wikis• Media-sharing tools: • Scribd for documents • Slideshare for slides • Libsyn for audio • Archive.org for anything
    40. 40. Events and e-mail• Eventbrite, cvent, Facebook• Mailchimp, Constant Contact
    41. 41. Texting• Fast• Short• Links to Twitter
    42. 42. Online (PPC) advertising• Not free• Targeted• Strategic• Measurable and controllable Common objections
    43. 43. Let’s talk
    44. 44. Sites worth visitingThe ENGAGE project http://globalgrassroots.wordpress.com/AVAAZ http://avaaz.org/en/The Accidental Labour Activist http://www.theaccidentallabouractivist.com/Social Media For Social Change http://www.sm4sc.com/ http://www.readwriteweb.com/archives/How to use social media for social change how_to_use_social_media_for_social_change. php http://www.newyorker.com/reporting/Malcolm Gladwell on social change online 2010/10/04/101004fa_fact_gladwellMedia and social change - online course http://mediasocialchange.net/“Lactivist” Shannon Smith’s site: http://breastfortheweary.com/Speak Out on Copyright http://www.speakoutoncopyright.ca/Social Media Case Studies http://www.casestudiesonline.com/

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