Leveraging Social Media for  Online Organizing & Advocacy   Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and...
Do you? @BarackObama – 3.4 million followers @WhiteHouse – 1.7 million followers
How can I get as many followers as Obama?
Like this?
Size isn’t everything
Shifting channels <ul><li>Across US, Europe, Australia, and Japan, 279.5 million people use email (August 2009) </li></ul>...
Go to Your Audience <ul><li>1.1m US users, 300k unique visits/month </li></ul><ul><li>Older (55+) </li></ul>AARP <ul><li>1...
Age Distribution on Social Networks
Dimensions of digital communication strategy  Social Networks & Social Media (Grassroots & Grasstops) Transactional Websit...
Case study: Stan (@Stan) Stan Spring ’09: Stan received information from CAP via email & web June ’09: Stan joins Twitter ...
Social Media Advocacy Tools
Measuring Success: Mentions
Measuring Success: Click-Throughs
Measuring Success: Not Just Numbers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 12/0...
Twitter Petitions
Tweeting the Government
List Building on Twitter
Targeting Tweets
Twitter Hashtags – Reaching beyond your followers #NN09, #PDF09, #IAR… Make your own for your events Events Pair hashtags ...
Leveraging Social Media for  Online Organizing & Advocacy   Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and...
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The Tools May Change, But the Strategy Remains the Same

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2010.04.06 Keynote - Alliance of Retired Americans

Social media is changing how we do advocacy and activism.

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The Tools May Change, But the Strategy Remains the Same

  1. 1. Leveraging Social Media for Online Organizing & Advocacy Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol
  2. 2. Do you? @BarackObama – 3.4 million followers @WhiteHouse – 1.7 million followers
  3. 3. How can I get as many followers as Obama?
  4. 4. Like this?
  5. 5. Size isn’t everything
  6. 6. Shifting channels <ul><li>Across US, Europe, Australia, and Japan, 279.5 million people use email (August 2009) </li></ul><ul><ul><li>Up 21% since August 2008 </li></ul></ul><ul><li>301.5 million use social networks (August 2009) </li></ul><ul><ul><li>Up 31% since August 2008 </li></ul></ul><ul><li>Email use may be on the rise, but it is falling further behind social networks everyday. </li></ul>
  7. 7. Go to Your Audience <ul><li>1.1m US users, 300k unique visits/month </li></ul><ul><li>Older (55+) </li></ul>AARP <ul><li>17m users, 765k visits/day </li></ul><ul><li>African-American </li></ul>BlackPlanet <ul><li>13m users, 160k visits/day </li></ul><ul><li>Progressive activists, 64% women, med age 45 </li></ul>Care2 <ul><li>10m US users, 5.5 mil visits/day, 60m global users </li></ul><ul><li>Business professionals, med age=40 </li></ul>LinkedIn <ul><li>57m US users,13 mil visits/day </li></ul><ul><li>Blue-collar, middle America, med age=27 </li></ul>MySpace <ul><li>120m US users, 35 mil unique visits/day, 400m global users </li></ul><ul><li>Well-educated, white-collar, coastal, med age=26, growing older </li></ul>Facebook <ul><li>37.5m US users, 12 mil visits/day, 75m global users </li></ul><ul><li>Influencers, more urban, med age=31, growing younger </li></ul>Twitter
  8. 8. Age Distribution on Social Networks
  9. 9. Dimensions of digital communication strategy Social Networks & Social Media (Grassroots & Grasstops) Transactional Websites (Information Exchange, Donations, & Action) Email Lists & Brochure Websites (Broadcast & Narrowcast) Audience Interacts with Each Other Audience Interacts with Campaign, Organization, or Government Audience Interacts with Information All-way Communication Two-way Communication One-way Communication Community Action Information 3-D 2-D 1-D
  10. 10. Case study: Stan (@Stan) Stan Spring ’09: Stan received information from CAP via email & web June ’09: Stan joins Twitter July ’09: Stan has 40 followers; starts retweeting @CAPAction Today, Stan over 400 followers & continues to share his influence w/ @CAPAction Value to CAP/Action increases
  11. 11. Social Media Advocacy Tools
  12. 12. Measuring Success: Mentions
  13. 13. Measuring Success: Click-Throughs
  14. 14. Measuring Success: Not Just Numbers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council. 1. 3. 2.
  15. 15. Twitter Petitions
  16. 16. Tweeting the Government
  17. 17. List Building on Twitter
  18. 18. Targeting Tweets
  19. 19. Twitter Hashtags – Reaching beyond your followers #NN09, #PDF09, #IAR… Make your own for your events Events Pair hashtags for different audiences & actions Cross-Talk #action, #digg Actions Other Hashtags #fem2, #woc, #prochoice, #women2follow Women #climate, #energy, #green, #co2, #cop15 Energy/Climate #hcr, #hc09, #singlepayer, #pubop, #health Healthcare #union, #efca, #aflcio, #seiu, #ibew Labor Issues #tcot, #sgp, #tlot, #teaparty, #IAmTheMob Conservatives #p2, #topprog, #progressivetuesday Progressives Ideology
  20. 20. Leveraging Social Media for Online Organizing & Advocacy Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol
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