Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
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Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
- 1. The Women’s Campaign School at Yale Social Media and Web For Your Campaign Morra Aarons-Mele July 2010
- 4. What Online is Good For* • Message • Money (caveat) • Mobilizing • Relationships *Unless you are Barack Obama
- 6. 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
- 9. 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
- 10. SEARCH
- 11. Message: Social Media Tools • Win the search battle! • Twitter/Facebook – Connect the two • YouTube • Rapid Response • Blogger relations • But don’t forget about email!
- 13. 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
- 14. 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
- 17. Mobilizing
- 18. Mobilizing • Google Calendar • MeetUp • Facebook • Upcoming.com • Office Hours • Emails!
- 22. • 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!
- 23. 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
- 25. 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
- 28. 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”
- 29. Finally… • Don’t underestimate interns and young staffers • But don’t shortchange your web program. It IS worth your personal and loving attention!