Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
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  • 1. The Women’s Campaign School at Yale Social Media and Web For Your Campaign Morra Aarons-Mele July 2010
  • 2. What Online is Good For* •  Message •  Money (caveat) •  Mobilizing •  Relationships *Unless  you  are  Barack  Obama  
  • 3. Message –  Niche marketing, not mass –  Getting to know the candidate •  Search engine visibility •  Presence on major platforms and networks –  YouTube –  News/Rapid response •  Twitter •  Email list •  Know what your opposition is doing online –  Media •  Twitter •  Email
  • 4. Baseline: Website
  • 5. Message: Bulk Email •  Collect email at every chance you get –  Site –  Events –  All posters, collateral •  Google Groups –  Segment, internal •  StreamSend, MyEmma, Constant Contact –  Stats, spam filters, segmenting
  • 6. SEARCH
  • 7. Message: Social Media Tools •  Win the search battle! •  Twitter/Facebook –  Connect the two •  YouTube •  Rapid Response •  Blogger relations •  But don’t forget about email!
  • 8. Source:  Quantcast;  h0p://www.slideshare.net/FredSolop/ social-­‐media-­‐and-­‐poli;cs-­‐may-­‐20-­‐2009  
  • 9. Money •  Free tools –  Act Blue –  PayPal •  Who to hire? http://personaldemocracy.com/who2hire- landing-page/who-hire-pdf-political- technology-guide •  Look beyond your website –  Meet, greet, email, ask –  Events, social networks, widgets, Facebook, emails, friends
  • 10. Running on PEOPLE •  It’s all about retail politics! –  Thank you’s, follow ups and celebrations! –  Give people a chance to grow •  LIST MAINTENANCE –  Your list is your source of power! •  Social Events outside of just electoral work –  People come for the cause and stay for coffee •  Social Networks are key –  They save money and time –  Positive use of social pressure – the bandwagon effect. Source:  Tanya  Tarr,  h0p://www.slideshare.net/tanyatarr/ being-­‐the-­‐change-­‐in-­‐ac;on  
  • 11. Mobilizing
  • 12. Mobilizing •  Google Calendar •  MeetUp •  Facebook •  Upcoming.com •  Office Hours •  Emails!
  • 13. h0p://www.slideshare.net/ElisaCamahortPage/blogher-­‐goes-­‐to-­‐ washington  
  • 14. •  Women sponsor 3 times more bills than men--more women-friendly policies for health care, child welfare, domestic violence, child support, unemployment benefits and education. (Institute for Women’s Policy Research) But we don’t seem to realize it!
  • 15. Factors Aging   donor  pool   Gen  X:   distracted,   apoli;cal   “Obama”   effect  on   29  and   African   younger*   American   Women  most   likely  to  give:   are  you   asking?  **   *h0p://www.na;onaljournal.com/njmagazine/ cs_20080628_6871.php;  **  The  SheSource  
  • 16. Women Want Real Contact •  Women put their time where they’re invested (e.g., school) •  And where they understand their role and purpose, can see results •  Step away from pure transactional non profit communication to a relationship •  Connect through stories –  Story of self, story of us, story of now- Marshall Ganz
  • 17. Good Sites •  epolitics.com •  NTEN.org •  neworganizing.com •  http://personaldemocracy.com/ •  What You Need to Know About Facebook Marketing: http://bit.ly/ce4qLL •  PDF “Who to Hire”
  • 18. Finally… •  Don’t underestimate interns and young staffers •  But don’t shortchange your web program. It IS worth your personal and loving attention!