Video And Grassroots

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Presentation by the U.S. Chamber's Gretchen Deo at the Public Affairs Council Grassroots Conference.

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Video And Grassroots

  1. 1. U.S. Chamber of Commerce Leveraging Video for Grassroots Developing a Strategy Deploying the Strategy Monitoring Interactions Analyzing Results
  2. 2. Developing a Strategy: Targeting We target states and districts depending on where we think we can make the most impact, whether leading up to an election or mobilizing constituencies to contact lawmakers regarding legislation being considered on the Hill.
  3. 3. Friends of the U.S. Chamber VoteForBusiness Bus Tour Two separate nationwide initiatives geared towards acquiring Prospects, Activists, and Grasstops For those districts where we do not have a lot of assets…. Developing a Strategy: Asset Acquisition
  4. 4. Deploying the Strategy: Email Call to Action Action Alert emails <ul><li>Formulating TARGETED messages for different networks : </li></ul><ul><li>VoteForBusiness (Members) vs. Friends (Individuals) </li></ul><ul><li>Issue interests, i.e. Labor vs. Energy </li></ul>
  5. 5. Deploying the Strategy: Social Media YouTube: highlighting the “You Don’t Want to Meet Bill” ad on Card Check
  6. 6. Deploying the Strategy: Social Media YouTube: highlighting “Four Voices on EFCA”
  7. 7. Deploying the Strategy: Social Media Twitter: highlighting the Workforce Freedom Initiative Facebook: highlighting our Virtual March and ProjectNoProject.com Through regular updates and constant interaction with other users, SOCIAL MEDIA allows for PROSPECTS who may not be familiar with our organization to get exposure to our campaigns and to sign up and become ACTIVISTS .
  8. 8. Deploying the Strategy: Grasstops VoteForBusiness Partner Portal Program Securitas, John Deere, McDonald’s, and Home Depot are a few of our partners
  9. 9. Watch a video Make a DONATION today! Write your lawmakers in opposition to EFCA! Interaction = Activists Join the Virtual March – 15,099 individuals marching
  10. 10. Analyzing the Results How much traffic is our site generating and what pages are the most popular? Our EFCA action alert and the Virtual March received the most traffic February 1 – April 1, 2009: 72, 010 pageviews Who are they? 1,354 visits from NY Want to break it down by district? 129 emails to lawmakers from NY-27
  11. 11. U.S. Chamber of Commerce Leveraging Video for Grassroots Developing a Strategy Deploying the Strategy Monitoring Interactions Analyzing Results

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