Facebook for Advocacy

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Presentation at "Maximizing Your Advocacy Efforts" workshop for the Committee for Education Funding

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Facebook for Advocacy

  1. 1. Maximize Your Social Advocacy
  2. 2. OUR APPROACH Sphere of Influence ENTITY
  3. 3. The Social Graph FACEBOOK
  4. 4. <ul><li>1 of 3 US adults on Facebook </li></ul><ul><li>60 million in US </li></ul><ul><li>250 million globally </li></ul><ul><li>120 friends per average user </li></ul><ul><li>35+ is faster growing demo </li></ul><ul><li>25 minutes/day average time on Facebook </li></ul>“ I rob banks because that’s where the money is.” -- Willie Sutton FACEBOOK – WHY SHOULD YOU CARE
  5. 5. Push Content YOU CAN
  6. 6. Recruit Supporters YOU CAN
  7. 7. Share User Generated Content YOU CAN
  8. 8. Promote Events YOU CAN
  9. 9. Drive Online Advocacy YOU CAN
  10. 10. <ul><li>Build Canada’s principal communication tool in the United States </li></ul><ul><li>Target those with affinity, interest or a connection to Canada </li></ul><ul><li>Spread messages organically, counting on the affinity level for initial interest </li></ul>Connect2Canada CASE STUDY
  11. 11. <ul><li>“ Actions” can be default landing tab on Facebook page </li></ul><ul><li>Information collected on form is saved to database in Grassroots Multiplier </li></ul><ul><li>Congressional and state legislative matching happens upon submission, and letters are sent to appropriate decision makers – custom targets are an option </li></ul><ul><li>Action is published in users Facebook feed </li></ul>Act4Chemistry CASE STUDY - ACTIONS FOR FACEBOOK
  12. 12. <ul><li>Activists are asked to tell friends after taking initial action and install </li></ul><ul><li>Sent to notifications as application request </li></ul><ul><li>Recipients are all known Facebook users, starting the viral cycle again </li></ul>Act4Chemistry CASE STUDY – ACTIONS FOR FACEBOOK
  13. 13. <ul><li>Additional actions presented within action center </li></ul><ul><li>Can be controlled by constituency or other filters </li></ul>CASE STUDY – ACTIONS FOR FACEBOOK
  14. 14. Bill Sponsor – State Rep. Mike Morley &quot;I was told that there might be some crazies out there…” Deseret News – 3/16/09 Sent 600 Letters in 4 days Targeted Utah Gamers using video game terms and companies (e.g. Best Buy) Gov. Huntsman Vetoed Bill! Facebook Ads CASE STUDY
  15. 15. <ul><li>Find Your Supporters By: </li></ul><ul><li>City/State/Country </li></ul><ul><li>Age/Birthday </li></ul><ul><li>Gender </li></ul><ul><li>Keywords </li></ul><ul><li>School/Major </li></ul><ul><li>Workplace </li></ul><ul><li>Married/Single </li></ul><ul><li>Fans of Your Page </li></ul>Nearly 1,400,000 Americans list “education” or “teacher” in their Facebook profiles Hyper Target Supporters FACEBOOK ADS
  16. 16. Search on Facebook Facebook Connect What’s Next? FACEBOOK
  17. 17. THANKS! Kevin O’Neill Linkedin.com/in/kevinmoneill Facebook.com/kevinmoneill www.grassroots.com koneill@grassroots.com

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