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Using social media for local campaigns Ontario Public Service Employees Union June 11, 2012 Bob LeDrew, principal consultant
Setting the stage
I didn’t know what Facebook was, and now that I do know what it is, I have to say, it sounds like a huge waste of time.”
Some numbers...
Traditional campaign tools • Media relations • Ads • Newsletters • Brochures • Doorknocking
Traditional campaigning • One-way • Top-down • Message control • Command structure • Target audiences defined by sender
Social media campaigning • Two-way • Peer-to-peer • Messages grow • Adhocracy • Target audiences self-select
How to use social media
Principles • Own your data whenever possible • Listening • Transparency • Accountability • Set your rules & live by them • Find your leaders & set them free
Strategy • Goals • Audiences • Tactics • MEASUREMENT
Outbound Voter Messaging Identification Crisis response
Outbound Voter Messaging Identification Crisis response
Social media touches on: Voter ID Outbound messaging Crisis response
Messaging • Control of messaging • Response and interactivity • Trolling • Separating diversity of opinion from organized campaigns (Astroturfing)
Leveraging old media • Forwarding • Virality • Sharing, embedding, screengrabbing
What it offers • Strong messaging • Lead the media • Engagement, virality and reach • Reasonable cost • Unmatched measurement & ability to gauge ROI
Geographic targeting • Choosing a market / paid media • Self-selection / engagement
Using paid media • Facebook • Google • LinkedIn • Other ad networks
Self-selection • Facebook • Blogging / web • E-mail lists
Voter ID • When people engage (like on FB, comment, etc.) they’re ASKING for contact • Use their information (ethically) • Encourage the spread
Outbound Messaging
Mistakes don’t kill you
Your response does.
Example #1
Example #2
Example #3
Social media & crisis • Blow up quickly = ADDRESSED quickly. • Avoid the obvious mistakes • Assume unpredictable mistakes • Prepare responses in advance • Empower responders
More Examples • Ontario drivers licence changes • Speak out on Copyright • Wisconsin public employees • 2011 Votemobs • Canadians Against Proroguing Parliament
Measurement • The goal defines the measure • Views, • shares, • calls to action • Memberships • Surveys
What has to happen NOW • Draft messaging • Choose media • Ad images & copy • Calendarize • Prep launch plan
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
Bob LeDrew, principal consultant 613-869-2148 bob.ledrew@gmail.com http://www.translucid.ca http://twitter.com/bobledrew
Blogging • A blog is a website • Tagging • SEO • Hosted vs. self-hosted
Social media news release • Text • Images • Video • Audio • Links
Twitter • 140 character • The retweet • The hashtag • The “@” and the DM • Platform independent • URL shorteners
Video • Uses: instruction, inspiration, promotion, entertainment • Think short • Platforms: youtube, vimeo, etc. • Metadata 101 • Tagging
Social networks • Facebook • Groups • Pages • Events • Google+ • LinkedIn • Location-based networks (4sq, Gowalla)
URL shorteners • Bit.ly • Tinyurl • T.Co • Ny.tims
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
Events and e-mail • Eventbrite, cvent, Facebook • Mailchimp, Constant Contact
Texting • Fast • Short • Links to Twitter
Online (PPC) advertising • Not free • Targeted • Strategic • Measurable and controllable Common objections
Let’s talk
Sites worth visiting The 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_gladwell Media 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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OPSEU geotargeting

  • 1. Using social media for local campaigns Ontario Public Service Employees Union June 11, 2012 Bob LeDrew, principal consultant
  • 3. I didn’t know what Facebook was, and now that I do know what it is, I have to say, it sounds like a huge waste of time.”
  • 5. Traditional campaign tools • Media relations • Ads • Newsletters • Brochures • Doorknocking
  • 6. Traditional campaigning • One-way • Top-down • Message control • Command structure • Target audiences defined by sender
  • 7. Social media campaigning • Two-way • Peer-to-peer • Messages grow • Adhocracy • Target audiences self-select
  • 9. Principles • Own your data whenever possible • Listening • Transparency • Accountability • Set your rules & live by them • Find your leaders & set them free
  • 10. Strategy • Goals • Audiences • Tactics • MEASUREMENT
  • 11.
  • 12. Outbound Voter Messaging Identification Crisis response
  • 13. Outbound Voter Messaging Identification Crisis response
  • 14.
  • 15. Social media touches on: Voter ID Outbound messaging Crisis response
  • 16. Messaging • Control of messaging • Response and interactivity • Trolling • Separating diversity of opinion from organized campaigns (Astroturfing)
  • 17. Leveraging old media • Forwarding • Virality • Sharing, embedding, screengrabbing
  • 18. What it offers • Strong messaging • Lead the media • Engagement, virality and reach • Reasonable cost • Unmatched measurement & ability to gauge ROI
  • 19. Geographic targeting • Choosing a market / paid media • Self-selection / engagement
  • 20. Using paid media • Facebook • Google • LinkedIn • Other ad networks
  • 22. Voter ID • When people engage (like on FB, comment, etc.) they’re ASKING for contact • Use their information (ethically) • Encourage the spread
  • 29. Social media & crisis • Blow up quickly = ADDRESSED quickly. • Avoid the obvious mistakes • Assume unpredictable mistakes • Prepare responses in advance • Empower responders
  • 30. More Examples • Ontario drivers licence changes • Speak out on Copyright • Wisconsin public employees • 2011 Votemobs • Canadians Against Proroguing Parliament
  • 31. Measurement • The goal defines the measure • Views, • shares, • calls to action • Memberships • Surveys
  • 32. What has to happen NOW • Draft messaging • Choose media • Ad images & copy • Calendarize • Prep launch plan
  • 33. 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
  • 34. Bob LeDrew, principal consultant 613-869-2148 bob.ledrew@gmail.com http://www.translucid.ca http://twitter.com/bobledrew
  • 35.
  • 36.
  • 37. Blogging • A blog is a website • Tagging • SEO • Hosted vs. self-hosted
  • 38. Social media news release • Text • Images • Video • Audio • Links
  • 39. Twitter • 140 character • The retweet • The hashtag • The “@” and the DM • Platform independent • URL shorteners
  • 40. Video • Uses: instruction, inspiration, promotion, entertainment • Think short • Platforms: youtube, vimeo, etc. • Metadata 101 • Tagging
  • 41. Social networks • Facebook • Groups • Pages • Events • Google+ • LinkedIn • Location-based networks (4sq, Gowalla)
  • 42. URL shorteners • Bit.ly • Tinyurl • T.Co • Ny.tims
  • 43. 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
  • 44. Events and e-mail • Eventbrite, cvent, Facebook • Mailchimp, Constant Contact
  • 45. Texting • Fast • Short • Links to Twitter
  • 46. Online (PPC) advertising • Not free • Targeted • Strategic • Measurable and controllable Common objections
  • 48. Sites worth visiting The 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_gladwell Media 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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