Social Media Primer


 Mike Dean
 Tipping Point Strategies
Agenda for Today

Level Setting
• Social Media Tools
• Communicating Along Social Media Channels
• Why Social Media Matter...
Everything Changed
The Twitter Revolution

•   A THOUSAND
    WORDS Tweets
    stop at 140
    characters. A
    tweeted picture can
    have...
The Future is Now

  • Americans spend more time on the Internet than
    any other activity
             Number of hours ...
S O C IA L M E D IA T O O L S

  •   Social Networks
  •   News & Bookmarking
  •   Blogs
  •   Microblogging
  •   Video ...
S O C IA L N E T W O R K IN G

  • People and
    organizations
    connect and
    interact with
    friends,
    colleag...
S O C IA L N E T W O R K IN G

•   Schools and other public       Examples:
    institutions benefit from      • Americans...
S O C IA L N E T W O R K IN G
S O C IA L N E T W O R K IN G
S O C IA L N E W S &
B O O K M A R K IN G

  • Social bookmarking
    sites allow users to
    save, share,
    organize, ...
B L O G G IN G

  – Blogs encourage
    conversation, add
    context and color to
    data

  – Blogs serve to establish
...
B L O G G IN G

  WHY BLOG?
  • Every demographic is
    now turning to the
    Internet for information

  • Improve your...
Be sure to:
o Post on a regular
  schedule

o Respond to questions
  and concerns posted in
  comments and on other
  blog...
o Microblogs are blogs
  limited to a sentence or
  two (about 140
  characters)

o People use microblogging
  to follow t...
M IC R O B L O G G IN G

 TIPS:
 • Use a friendly voice
 • Post relevant news &
   information
 • Seek out your audience
 ...
M IC R O B L O G G IN G
M IC R O B L O G G IN G
M IC R O B L O G G IN G

 State Leaders on
   Twitter
 •   @epmurphy -- DFL Rep. Erin Murphy                  •   @PaulKoh...
o Video sharing web sites let
  you upload videos and share
  them with an audience.

o Repository for video blogs,
  semi...
o Posting to outposts
  increases exposure
  & push traffic to your
  website
o Video connects
  because it feels more
  r...
o Photo sharing provide a
  place to upload and
  organize photos

o People search for photos
  using keywords or tags
  t...
o A webpage that anyone can
  edit

o Think about wikipedia

o A great tool for collaboration
o A podcast is a series of audio
  or video files, which is
  distributed by syndicated
  download to your computer, for
 ...
RS S FEED S

  • Provide RSS feeds
    for your web site’s
    blog, news, events,
    and other frequently
    updated me...
MORE TIPS
FOR COMMUNICATING ALONG
S O C IA L M E D IA
C H AN N E LS
o Find where your
  audience is participating
  and indentify the
  influencers
o Read industry blogs
  (including comment...
o Think like a contributor,   o Be human – give people
  not a PR person               something they can relate
         ...
o You need buy in from       o Develop metrics, but
  everyone in the              understand that some
  organization    ...
S O C IA L M E D IA
         M E T R IC S
                                                               Engagement &
    ...
HOW TO NAVIGATE
THIS CHANGING MEDIA LANDSCAPE
Reshaping Public Affairs
and Public Relations
  • Increased speed and ability to spread
    information
  • More informati...
Old vs. New Media
Mainstream Media
•   Impact of online activity comes from crossing over to
    mainstream media

•   Groups will often foc...
User Comments
Impact of the New
Alignment
  • Individuals with very little resources
    or credibility can get covered
    overnight
  ...
Why Social Media

 1. People go to the Internet to get information
 2. Becoming harder to reach out to people through
    ...
It’s where people go…
It’s where people go…
Everyone is active online
It’s the messenger…
Can’t Exist in a Silo


• Integrate social media with:
   – Traditional grassroots
   – Member communication
   – Public R...
Creating Buy-in

• Improves the speed and efficiency that you can
  get information out
• Your messages can spread to a wi...
Questions
HOW TO NAVIGATE
THIS CHANGING MEDIA LANDSCAPE
Key Principles of Success


•   Be Interactive and Empowering
•   Create Engagement Pathways
•   Develop and Nurture Evang...
Gopher Football Stadium – Challenge


   • Gopher Stadium last on priority list at the
     Legislature
   • Strong opposi...
Gopher Football Stadium – Strategy


   • Build grassroots organization to educate
     legislators about U’s proposal
   ...
Gopher Football Stadium


Step 1
 •   Recruitment
     Campaign
 •   Develop a theme
 •   Make it fun
 •   Give away free ...
Gopher Football Stadium


Step 2
  •   Contact Legislators
  •   Create urgency
  •   Make it easy
  •   Give them the too...
Gopher Football Stadium



  •   Victory
  •   After 2 ½ years
  •   We sent out over 40
      e-mails to
      supporters
Gopher Football Stadium – Results


   • Quickly built a list of 15,000 advocates in six
     months
   • Sent thousands o...
Gopher Football Stadium – Results



  •    "I guess grass-roots advocacy really works.
      This is something so close t...
Personalize and Customize
•   Send your message
    from an individual, not
    from an organization
•   Address the perso...
Create a Theme
                UMN’s Successful
                  “Bring Gopher
                 Football Back to
        ...
Integrate Online and Offline
Anatomy of an social media
campaign

1. Website
2. E-mail
3. Testing 1.2.3
4. Use Multiple Mediums
5. Segmentation
6. Deve...
Step 1 - Website
Step 2 – E-mail
Step 3 – Advocacy Activities
Step 4 – Testing 1…2…3…


3. Test
Step 5 – Segmentation


• Targeted messages
• Create manageable chunks
Step 6 – Multiple Mediums
YouTube

• Obama 14,548,809.05 hours
• McCain 488,093.01 hours
Online Advertising
Tools

• Give supporters the tools to organize
  themselves – “In some primary and caucus
  states, volunteers used the In...
Training
Tools – Tax Calculator
Tools – Text Messaging


• Use different mediums to reach different
  audiences
• Text messaging is a very democratic medi...
Step 7 – Develop Evangelists


• A new online political elite is emerging as 23% of
  campaign internet users, or 14 milli...
Step 7 – Develop Evangelists
Step 7 – Develop Evangelists


•   Recruit them
•   Split them apart from you regular list
•   Communicate on a regular ba...
Step 7 – Develop Evangelists


• Ask for feedback regularly
• Incorporate their feedback
• Make it easy to participate
• B...
Step 8 – Micro-Organizing
Fight the Smear
Lessons Learned

  •   Have a balanced approach
  •   Technology makes it much easier
  •   Quality vs. Quantity
  •   Use...
Things to Think About


• What sort of an impression are you making on
  the Internet?
• How well are you leveraging your ...
Things to Think About


• How can you integrate this into your work?
• Where do we go from here?
More Information


Visit – www.TippingPointStrategies.org
Mike@TippingPointStrategies.org
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Social Media Primer

  1. 1. Social Media Primer Mike Dean Tipping Point Strategies
  2. 2. Agenda for Today Level Setting • Social Media Tools • Communicating Along Social Media Channels • Why Social Media Matters Discussion - How to Use Social Media • Anatomy of an Advocacy Campaign • Advocacy Case Studies Advocacy
  3. 3. Everything Changed
  4. 4. The Twitter Revolution • A THOUSAND WORDS Tweets stop at 140 characters. A tweeted picture can have a fuller impact.
  5. 5. The Future is Now • Americans spend more time on the Internet than any other activity Number of hours Americans spend on these media activities: 3.6 – Internet, 2.5 - TV, 1.3 – Radio, 1.3 - Telephone OMD, a New York based media services company, November 2006 • An increasing number of people now believe that the web can give them more political power USC Annenberg School, December 2005
  6. 6. S O C IA L M E D IA T O O L S • Social Networks • News & Bookmarking • Blogs • Microblogging • Video Sharing • Photo Sharing • Message boards • Wikis • Podcasts • RSS Feeds
  7. 7. S O C IA L N E T W O R K IN G • People and organizations connect and interact with friends, colleagues and fans. • Facebook and MySpace pages provide a micro site within the social framework.
  8. 8. S O C IA L N E T W O R K IN G • Schools and other public Examples: institutions benefit from • Americans for the Arts has raised 4k+ immediate recognition, with their “cause” pre-existing affinity • MA PTA posts updates, photos, • Helps you humanize the encourages activism organization • Makes your professional message seem personal • People who don’t attend meetings can still feel like participants
  9. 9. S O C IA L N E T W O R K IN G
  10. 10. S O C IA L N E T W O R K IN G
  11. 11. S O C IA L N E W S & B O O K M A R K IN G • Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks • Community voting helps you determine the popularity of certain info among certain demographics
  12. 12. B L O G G IN G – Blogs encourage conversation, add context and color to data – Blogs serve to establish your organization as transparent, relevant, active, and expert – Listen to the conversation that’s going on and join in
  13. 13. B L O G G IN G WHY BLOG? • Every demographic is now turning to the Internet for information • Improve your search engine visibility • Promote initiatives and events Photo: magia3e on Flickr
  14. 14. Be sure to: o Post on a regular schedule o Respond to questions and concerns posted in comments and on other blogs o Use keywords in your titles (SEO)
  15. 15. o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to follow their friends o Organizations use it to: o Monitor and address customer concerns o Get the word out o Alert Supporters of news
  16. 16. M IC R O B L O G G IN G TIPS: • Use a friendly voice • Post relevant news & information • Seek out your audience • Announce updates and other news • Don’t sound like a press release
  17. 17. M IC R O B L O G G IN G
  18. 18. M IC R O B L O G G IN G
  19. 19. M IC R O B L O G G IN G State Leaders on Twitter • @epmurphy -- DFL Rep. Erin Murphy • @PaulKohls -- Republican Rep. Paul Kohls • @Gardner53A -- DFL Rep. Paul Gardner • @pawlenty -- Republican Gov. Tim Pawlenty • @johnlesch -- DFL Rep. John Lesch • @paulthissen -- DFL Rep. and 2010 • @JohnMarty -- DFL Minnesota Sen. and 2010 gubernatorial candidate Paul Thissen gubernatorial candidate John Marty • @repmattdean -- Republican Rep. Matt Dean • @karlabigham -- DFL Rep. Karla Bigham • @RepTerryMorrow -- DFL Representative Terry • @kurtzellers -- Republican Rep. Kurt Zellers Morrow • @LauraBrod -- Republican Rep. Laura Brod • @seifertmn -- House Minority Leader Marty • @ljhosch -- DFL Rep. Larry Hosch Seifert, Republican • @MAKMinnesota -- Minnesota House Speaker • @steve_gottwalt -- Republican Rep. Steve Margaret Anderson Kelliher, DFL Gottwalt (3 updates) • @MattEntenza -- DFL 2010 gubenatorial • @swailsie -- DFL Rep. Marsha Swails candidate Matt Entenza • @tinaliebling -- DFL Rep. Tina Liebling • @mritchie -- DFL Secretary of State Mark Ritchie • @tarrylclark -- Asst. Senate Majority Leader (locked) Tarryl Clark, DFL • @PatGarofalo -- Republican Rep. Pat Garofalo • @tonysertich -- Minnesota House Majority Leader Tony Sertich, DFL
  20. 20. o Video sharing web sites let you upload videos and share them with an audience. o Repository for video blogs, seminars, how-to’s and a behind-the-scenes looks at your organization. o Videos can be cheap to produce & turn-around quickly.
  21. 21. o Posting to outposts increases exposure & push traffic to your website o Video connects because it feels more real o LAUSD posts videos of candidates for school board to YouTube
  22. 22. o Photo sharing provide a place to upload and organize photos o People search for photos using keywords or tags that you use to describe them o Enables you to provide an inside look at your work
  23. 23. o A webpage that anyone can edit o Think about wikipedia o A great tool for collaboration
  24. 24. o A podcast is a series of audio or video files, which is distributed by syndicated download to your computer, for use on an MP3 player or computer o Podcasts can be simple recordings of conversations, presentations, or interviews o They’re a chance to provide build an audience around your organization or message
  25. 25. RS S FEED S • Provide RSS feeds for your web site’s blog, news, events, and other frequently updated media • An effective way to distribute your content and lead users back to your web site
  26. 26. MORE TIPS FOR COMMUNICATING ALONG S O C IA L M E D IA C H AN N E LS
  27. 27. o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your organization name, name of officials, & related terms o Find tools that can help you listen
  28. 28. o Think like a contributor, o Be human – give people not a PR person something they can relate to. o Consider what is relevant to the community before o Build relationships with contributing your audience o Don’t promote your own content all the time o Enable and feed the conversation
  29. 29. o You need buy in from o Develop metrics, but everyone in the understand that some organization benefits are qualitative. o Convince your colleagues and bosses that social media is relevant o Get your communications team together, discuss the options, then divide and conquer
  30. 30. S O C IA L M E D IA M E T R IC S Engagement & Reach Influence – Website visits / views – Sentiment of – volume of reviews/comments reviews/comments – Brand affinity – Incoming links – Commenter authority/influence – Time spent – Favorites/ Friends / Fans – Viral forwards – Number of downloads Source: The Digital Influence Group, Measuring the Influence
  31. 31. HOW TO NAVIGATE THIS CHANGING MEDIA LANDSCAPE
  32. 32. Reshaping Public Affairs and Public Relations • Increased speed and ability to spread information • More information to watch out for • Anyone can be an evangelist or vigilante — no longer a cost barrier • Fragmentation of the media • “The people formally known as the audience” have become the media
  33. 33. Old vs. New Media
  34. 34. Mainstream Media • Impact of online activity comes from crossing over to mainstream media • Groups will often focus on gaining media attention • This is how they legitimize their issue and it forces decision- makers to take notice • Groups get the mainstream media to cover their issue by: • Demonstrate wide support for the issue • Developing an interesting hook that will entertain the audience • No matter how little support a group has, the media they will cover the issue if it is interesting
  35. 35. User Comments
  36. 36. Impact of the New Alignment • Individuals with very little resources or credibility can get covered overnight • Force transparency upon all organizations • Going to have to give some power up • No such thing as privacy
  37. 37. Why Social Media 1. People go to the Internet to get information 2. Becoming harder to reach out to people through traditional means 3. It is more interactive 4. Can get involved anytime and anyplace 5. It is proven to work Source: Pew Internet & American Life Project
  38. 38. It’s where people go…
  39. 39. It’s where people go…
  40. 40. Everyone is active online
  41. 41. It’s the messenger…
  42. 42. Can’t Exist in a Silo • Integrate social media with: – Traditional grassroots – Member communication – Public Relations/Media outreach – Fundraising • This ensures that the message is reinforced • Don’t compete against each other
  43. 43. Creating Buy-in • Improves the speed and efficiency that you can get information out • Your messages can spread to a wider audience • Save time and money • Advocates expect it • Can evaluate and target impact
  44. 44. Questions
  45. 45. HOW TO NAVIGATE THIS CHANGING MEDIA LANDSCAPE
  46. 46. Key Principles of Success • Be Interactive and Empowering • Create Engagement Pathways • Develop and Nurture Evangelists • Integrate! Integrate! Integrate! • Create Community • Provide a Service
  47. 47. Gopher Football Stadium – Challenge • Gopher Stadium last on priority list at the Legislature • Strong opposition to public funding of stadiums • Concern that the request would pull money from academic requests • Frustration from Memorial Stadium decision
  48. 48. Gopher Football Stadium – Strategy • Build grassroots organization to educate legislators about U’s proposal – Use passion of alumni and boosters to build support. – Created contests to encourage people to spread the message – free things. • Spoke to them in their language • Empowered them to become political
  49. 49. Gopher Football Stadium Step 1 • Recruitment Campaign • Develop a theme • Make it fun • Give away free things
  50. 50. Gopher Football Stadium Step 2 • Contact Legislators • Create urgency • Make it easy • Give them the tools
  51. 51. Gopher Football Stadium • Victory • After 2 ½ years • We sent out over 40 e-mails to supporters
  52. 52. Gopher Football Stadium – Results • Quickly built a list of 15,000 advocates in six months • Sent thousands of letters to legislators • Moved from last to first in legislators’ and the public’s mind • Passed the stadium legislation • Excited big and small donors
  53. 53. Gopher Football Stadium – Results • "I guess grass-roots advocacy really works. This is something so close to our hearts, bringing Gopher football back to campus." - Margaret Sughrue Carlson, Chief Executive Officer University of Minnesota Alumni Association Star Tribune Newspaper
  54. 54. Personalize and Customize • Send your message from an individual, not from an organization • Address the person by name • Include personal data and legislator contact information in the body of the email • Sign the message with your name and organization
  55. 55. Create a Theme UMN’s Successful “Bring Gopher Football Back to Campus” Victory!! Campaign Sample emails from their 3 year campaign
  56. 56. Integrate Online and Offline
  57. 57. Anatomy of an social media campaign 1. Website 2. E-mail 3. Testing 1.2.3 4. Use Multiple Mediums 5. Segmentation 6. Develop Evangelists 7. Micro-Organzing
  58. 58. Step 1 - Website
  59. 59. Step 2 – E-mail
  60. 60. Step 3 – Advocacy Activities
  61. 61. Step 4 – Testing 1…2…3… 3. Test
  62. 62. Step 5 – Segmentation • Targeted messages • Create manageable chunks
  63. 63. Step 6 – Multiple Mediums
  64. 64. YouTube • Obama 14,548,809.05 hours • McCain 488,093.01 hours
  65. 65. Online Advertising
  66. 66. Tools • Give supporters the tools to organize themselves – “In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.” • Use Social Networks to create conversations
  67. 67. Training
  68. 68. Tools – Tax Calculator
  69. 69. Tools – Text Messaging • Use different mediums to reach different audiences • Text messaging is a very democratic medium because of the low cost of cell phones
  70. 70. Step 7 – Develop Evangelists • A new online political elite is emerging as 23% of campaign internet users, or 14 million people, became online political activists. • 8% of campaign internet users posted their own political commentary to a newsgroup, website or blog. • 13% of them forwarded or posted someone else’s political commentary. • 1% of them created political audio or video recordings. • 8% of them forwarded or posted someone else’s political audio or video recordings. Source: Pew Internet & American Life Project
  71. 71. Step 7 – Develop Evangelists
  72. 72. Step 7 – Develop Evangelists • Recruit them • Split them apart from you regular list • Communicate on a regular basis • Engage them – survey them, ask for feedback • Develop tools for them to use – Include key messages – Tips on organizing – List of potential activities • Elevate them • Develop a relationship
  73. 73. Step 7 – Develop Evangelists • Ask for feedback regularly • Incorporate their feedback • Make it easy to participate • Be able to act quickly and jump on issues as they develop • Integrate, integrate, integrate • Give up the control and empower supporters • Personalize and customize communication
  74. 74. Step 8 – Micro-Organizing
  75. 75. Fight the Smear
  76. 76. Lessons Learned • Have a balanced approach • Technology makes it much easier • Quality vs. Quantity • Use a theme to build excitement and support • Provide “inside information” • Engage supporters year-round • The more you put in the more you will get out
  77. 77. Things to Think About • What sort of an impression are you making on the Internet? • How well are you leveraging your web site to engage visitors vs simply giving information about you? • How can you create and empower your evangelists?
  78. 78. Things to Think About • How can you integrate this into your work? • Where do we go from here?
  79. 79. More Information Visit – www.TippingPointStrategies.org Mike@TippingPointStrategies.org
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