New & Social Media

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New & Social Media

  1. 1. NEW & SOCIAL MEDIAThe Leadership Institute
  2. 2. True or False? Barack Obama won in 2008 due to his social media marketing.The Leadership Institute
  3. 3. True or False? FalseThe Leadership Institute
  4. 4. Campaign Website Designing your website:• Your biography.• The position. Running for…• Your issues.• Contribution page.• Integrate with your social networks.• An introductory video.• Disclaimer.• Email, info capture.The Leadership Institute
  5. 5. Social Media Social media is a conversation online. Look who’s talking…• Your constituents.• Your employees.• Your donors.• Your critics.• Your fans.• Your competition… And anyone who has internet access and an opinion.The Leadership Institute
  6. 6. The Social Media Conversation The conversation is usually not: • Controlled. • Organized. • “On message.” The conversation is: • Organic. • Complex. • Speaking in a human voice. Social media is not a strategy or a tactic – it’s simply a channel.The Leadership Institute
  7. 7. Social Media is powered by...• Social Networks.• News & Bookmarking.• Blogs.• Microblogging.• Message boards.• Wikis.• Virtual Reality.• Social Gaming.The Leadership Institute
  8. 8. “Do” in Social Media• Be informative, useful, or entertaining.• Create a page to promote your campaign.• Post videos and reply to others.• Find new opportunities and voters.• Allow commenting and participate in the conversation.• Encourage a discussion and participate frequently.• Save band width costs on your website by hosting videos on YouTube or Vimeo.• Explore targeted advertising opportunities. The Leadership Institute
  9. 9. “Don’t” in Social Media• Just upload infomercials.• Try a hard sell approach.• Censor comments.• Be afraid to experiment until finding a formula that works.• Spam your fans/friends with frequent private messages – you’ll scare them away.• Pull down other people’s videos showcasing your product for copyright infringement.• Make your video longer that it needs to be – keep it concise and entertaining. The Leadership Institute
  10. 10. FacebookThe Leadership Institute
  11. 11. Facebook Profile• Create a personal profile – Name & DOB – Current City – Favorite quotes, movies, books, and a brief bio• Request “Friends”• Add status updates, “Like” Pages• Up to 5,000 friends• Upload and tag pictures or yourself and friendsThe Leadership Institute
  12. 12. Facebook ProfileThe Leadership Institute
  13. 13. Using Facebook Effectively• Post frequently – Make sure it’s relevant, not spam• End posts with a call to action – “Like” this post or share this post if you agree – What are your thoughts on the topic? – Invite your friends to this Page if you agree – Help us in our cause• Encourage people to have dialogue on your wall and interact with them in returnThe Leadership Institute
  14. 14. Facebook Posts Message Alter the title and descriptionObjective – get people to like and comment on the postThe Leadership Institute
  15. 15. Facebook Photos• Upload pictures taken at campaign events – Tag photos – Appropriate?The Leadership Institute
  16. 16. Facebook Questions• Allows you to ask questions of your friends and their friends• Multiple choice• Can be asked by pages or personal profiles The Leadership Institute
  17. 17. Facebook Events• Create a Facebook event for campaign events – Don’t rely on Facebook RSVPsThe Leadership Institute
  18. 18. Facebook Pages• For organizations, businesses and public figures• Pages are managed by admins who have personal Facebook profiles• Page information and posts are public to everyone• Anyone can like a page to be connected with it• Create customized tabsThe Leadership Institute
  19. 19. Creating a Facebook PageThe Leadership Institute
  20. 20. Facebook Page Tips• Naming your page – Use the candidate’s name, incase the candidate runs for a different office in the future – Good example: John Doe – Bad example: John Doe for Dog Catcher• 25+ Likes – Set your username – Keep it consistent with other networks• 100 Likes – Locks name of the pageThe Leadership Institute
  21. 21. Facebook Insights: Track How You’re DoingThe Leadership Institute
  22. 22. Advertising on Facebook• You can target your ads to a specific audience• Costs associated with Facebook advertising: – CPC: Cost-per-click charges each time your ad is clicked – CPM: Cost-per-impression is the cost of per thousand impressionsThe Leadership Institute
  23. 23. Target by location Estimated Target by demographics Reach Target by likes and interests Target by education and employment
  24. 24. Daily budget Schedule for running the ads Bid and CPC/CPM option
  25. 25. Advertising Analytics• How many people click the ad, “like” the page• How much does each click or thousand impressions cost• Stop poor performing ads and adjust bidsThe Leadership Institute
  26. 26. • What is Twitter? – A real-time information network – Fastest source of news• What are tweets? – Posts /updates that are limited to 140 characters – Similar to a Facebook statusThe Leadership Institute
  27. 27. Setting Up an Account• Personal Account – Business v. Personal• Group Account – Name choices• Usernames – Maintain consistency between networksThe Leadership Institute
  28. 28. How to Approach Twitter• Identify important bloggers, media, and local activists – Follow their conversations and interact with them• It’s not the size of the list that matters, it’s the quality – Don’t just follow people to bait them into following you – People will follow if you provide interesting contentThe Leadership Institute
  29. 29. How to Approach Twitter• Designate whether staff or candidate is tweeting• Create buzz around campaign events, report live on campaignThe Leadership Institute
  30. 30. Replies• Tweet layout: @username [insert post]• A direct reply to someone referencing an earlier tweet• Use to initiate a conversationThe Leadership Institute
  31. 31. Re-tweets1. Traditional re-tweet – Allows you to comment2. Automated re-tweet – Streamlines process3. Modified tweet – Preceded by “MT” rather than “RT” – Use if you modify a tweet, ex: change “two” to “2”The Leadership Institute
  32. 32. Re-tweets• Keep your tweets under 120 characters so others can re-tweet your postsThe Leadership Institute
  33. 33. Hashtags• # before a topic, ex: #CPAC – Use for promotional reasons/events• Streamlines the search process• People rally behind creative hashtagsThe Leadership Institute
  34. 34. URL Shortener• Use URL shortener to reduce the size of hyperlinks 1. goo.gl 2. bit.ly 3. ow.ly• Example – Before: http://www.leadershipinstitute.org/training/ • 44 characters – After: http://bit.ly/4szXhz • 20 charactersThe Leadership Institute
  35. 35. Twitter Mistakes• Don’t delete tweets – retract and correct them – Example: American Red Cross Mistaken Tweet Correction Tweet American Red Cross: We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.The Leadership Institute
  36. 36. Use Caution• Think before you tweet• Remember everything you tweet could end up in the news – Anthony Weiner (D-NY) – Peter Hoekstra (R-MI) • Breached security: “Just landed in Baghdad.” – Joe Miller • Arrogance: “Think Ill do some house hunting while Im in DC.”The Leadership Institute
  37. 37. Twitter Platforms TweetDeck HootsuiteThe Leadership Institute
  38. 38. The Essential Guide to Twitter• The David All Group – Free guide, 22 pages – What makes a good tweet – Conversing on Twitter – Twitter tools – Case studies http://www.tweetwatchreport.com/twitter-essential-guide/The Leadership Institute
  39. 39. YouTubeThe Leadership Institute
  40. 40. YouTube• If statewide or federal campaign, apply for a YouTube politician account – Listed as an official political channel – Better branding opportunities – Longer video uploads• Video ideas – Online bank of campaign ads – Candidate speaking “on the issues” – Testimonials from supporters – Footage of rallies and campaign events The Leadership Institute
  41. 41. THANK YOU! Questions?The Leadership Institute

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