The Women’s Campaign School at Yale
Social Media and Web For Your Campaign
           Morra Aarons-Mele
               Jul...
What Online is Good For*
•     Message
•     Money (caveat)
•     Mobilizing
•     Relationships




     *Unless	
  you	
...
Message
–  Niche marketing, not mass
–  Getting to know the candidate
   •  Search engine visibility
   •  Presence on maj...
Baseline: Website
Message: Bulk Email
•  Collect email at every chance you get
  –  Site
  –  Events
  –  All posters, collateral
•  Google ...
SEARCH
Message: Social Media Tools
•  Win the search battle!
•  Twitter/Facebook
     –  Connect the two
•    YouTube
•    Rapid ...
Source:	
  Quantcast;	
  h0p://www.slideshare.net/FredSolop/
social-­‐media-­‐and-­‐poli;cs-­‐may-­‐20-­‐2009	
  
Money
•  Free tools
  –  Act Blue
  –  PayPal
•  Who to hire?
   http://personaldemocracy.com/who2hire-
   landing-page/wh...
Running on PEOPLE
•  It’s all about retail politics!
     –  Thank you’s, follow ups and celebrations!
     –  Give people...
Mobilizing
Mobilizing
•    Google Calendar
•    MeetUp
•    Facebook
•    Upcoming.com
•    Office Hours
•    Emails!
h0p://www.slideshare.net/ElisaCamahortPage/blogher-­‐goes-­‐to-­‐
washington	
  
•  Women sponsor 3 times more bills than
   men--more women-friendly policies for
   health care, child welfare, domestic
...
Factors
                   Aging	
  
                   donor	
  pool	
  
                                       Gen	
  X:...
Women Want Real Contact
•  Women put their time where they’re
   invested (e.g., school)
•  And where they understand thei...
Good Sites
•  epolitics.com
•  NTEN.org
•  neworganizing.com
•  http://personaldemocracy.com/
•  What You Need to Know Abo...
Finally…
•  Don’t underestimate interns and young
   staffers
•  But don’t shortchange your web program.
   It IS worth yo...
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
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

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Transcript of "Women, Social Media, and political campaigns Yale Women's Campaign School Presentation"

  1. 1. The Women’s Campaign School at Yale Social Media and Web For Your Campaign Morra Aarons-Mele July 2010
  2. 2. What Online is Good For* •  Message •  Money (caveat) •  Mobilizing •  Relationships *Unless  you  are  Barack  Obama  
  3. 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. 4. Baseline: Website
  5. 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. 6. SEARCH
  7. 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. 8. Source:  Quantcast;  h0p://www.slideshare.net/FredSolop/ social-­‐media-­‐and-­‐poli;cs-­‐may-­‐20-­‐2009  
  9. 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. 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. 11. Mobilizing
  12. 12. Mobilizing •  Google Calendar •  MeetUp •  Facebook •  Upcoming.com •  Office Hours •  Emails!
  13. 13. h0p://www.slideshare.net/ElisaCamahortPage/blogher-­‐goes-­‐to-­‐ washington  
  14. 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. 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. 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. 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. 18. Finally… •  Don’t underestimate interns and young staffers •  But don’t shortchange your web program. It IS worth your personal and loving attention!
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