Twitter 101 for politicians
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  • Lists - Curated groups of other Twitter users. Used to tie specific individuals into a group on your Twitter accoun
  • Observing or sharing….
  • Social TV: 77% of people in front of TV (Live or tapped) have a 2nd device…… 60% emailing; 44% browsing (Shopping) 42% social networking

Transcript

  • 1. Social Media for Politics #sroelearn April 2, 2013 Peter Jurisic & Sean SandhurstsocialROE.com 403 617 5277 #sroelearn
  • 2. Agenda • Questions? Yes please. • Who we are • Today’s agenda • Presentation will be available on Slide share shortly after noon mountain time • Facebook Ads 101 for Politicians: A week from today register at socialroe.comsocialROE.com 403 617 5277 #sroelearn
  • 3. What is Twitter?• A Micro-blog platform started 7 years ago• Posts are only 140 characters long• Embed photos and video• 500 million users• Arguably the most powerful medium today.socialROE.com 403 617 5277 #sroelearn 3
  • 4. It’s not about the Kardashians!!!World Health OrganizationIsraeli Defense ForcesNational Hurricane CentreHappy to present Sean SandhurstsocialROE.com 403 617 5277 #sroelearn 4
  • 5. Twitter Terminology• RT - retweet • Trending-trending subjects• MT - modified tweet • Favorite-kudos• @socialroe -twitter name • FF – follow Friday• # hashtag - subject • HT – hat tip• Bio (160 characters) • Lists-are lists!• Avatar – image • Mention-your name is• DM – direct message referenced in a tweet• Handle – twitter name • OH – overheardsocialROE.com 403 617 5277 #sroelearn 5
  • 6. socialROE.com 403 617 5277 #sroelearn 6
  • 7. Twitter –Do’s • Complete your profile (don’t use the egg) • Be active • Post everyday (at least once a day) • 80% of Twitter users expect a response with 24 hours* • Be interesting • Think before you tweet • Be open and honest • Be professional • Be humble • Use your voice • Be polite and courteoussocialROE.com 403 617 5277 #sroelearn *eMarketer 7
  • 8. Twitter –Do’s • Include a #hashtag • Become part of the conversation • #bikepaths #cdnpoli #yyc #yvr #nenshi • To add humour • #learningasIgo (Learning as I go ) • Use the correct terms • MT, RT, DM, etc… • Include photos / video • Listen and engage • Engage influential followers • Followers who have RT and Reply numbers • Identify your ‘cheerleaders’ (advocates) and connect with them • Identify “passionate champions”socialROE.com 403 617 5277 #sroelearn 8
  • 9. Twitter –Do’s • Have a conversation • Set your tone and stick with it! • Be social • Ask questions / opinions / feedback • Involve followers in conversation • Involve follower in your campaign and daily life • Include links • Don’t schedule posts to help manage time • The political landscape is always shiftingsocialROE.com 403 617 5277 #sroelearn 9
  • 10. Twitter –Do’s Design a guideline for posting that is suited to your campaign or constituency that shows your personality and connections – Monday: 7:30 Where are you going to be today – Tuesday: 8:30 Your opinion on news events – Wednesday: 12:00 Lunch venue in community – Thursday: 4:00 Something personal – Friday: 10:00 Local issues Yes you need to tweet on Saturday and Sunday too.socialROE.com 403 617 5277 #sroelearn 10
  • 11. How to be a great Tweeter• Leave room for a retweet• Give credit-acknowledge good points• Thank people• Correct spelling and grammar (within reason)• Engage with personal notes – Review followers’ profile for details• Best practice for tweet character length: 71 -100 as it leaves room for RT comment and @__Address – 268% more RTs than if 0 - 40 characters – 84% more RTs than if 41 – 70 characters – 15.6% more RTs than if 100+ characters *QuickSprout quicksprout.comsocialROE.com 403 617 5277 #sroelearn 11
  • 12. Twitter –Don’ts• Do not ‘fight’• Do not delete Tweets (they are already out there)• Do not over post• Do not under post• Do not use incorrect terminology• Do not post when: angry, inebriated, emotional or without some thought of what you are posting – think before you post!• Do not post inappropriate text, photos or videos• Note: similar to public life: If there is any chance of something hurting your reputation on being misconstrued don’t tweet it.• Have you heard what people are saying about you? Have you seen this picture of you? – Never, ever, click on these tweets, they will hack your account.http://www.cuancats.nl/rss/your-twitter-account-is-hacked-stop-the-spam.htmsocialROE.com 403 617 5277 #sroelearn 12
  • 13. Follow vs Following Don’t buy followers Don’t auto-follow Un-follow spammers Watch your ratios :1368 following 972 followers Follow journalists Follow influencers Follow your competitors Follow the party leaders Follow community leaders Follow your interestssocialROE.com 403 617 5277 #sroelearn 13
  • 14. Direct Messages & Responding to Tweets • Only those that are following you and that you follow can exchange direct messages • Respond to all direct messages but don’t click on any links that you don’t know • Try to respond to as many as possible within 24 hours • Set aside half an hour a day • Reference ROE for monitoring and schedulingsocialROE.com 403 617 5277 #sroelearn 14
  • 15. Your conversations are seen and heard Take the conversation offline • Be polite and empathetic • Offer an opportunity to receive a DM (direct message) • Offer a link for more information, email request, FAQ, etc • Do not debate in public forum • Be empathetic • Try to direct the conversation offline • Do not ‘fight’ • If need-be implement the ‘bury it” strategysocialROE.com 403 617 5277 #sroelearn 15
  • 16. Develop a Plan P: People Your voters’ social activities O: Objectives What are your goals and your campaign objectives? S: Strategy Plan for how relationships with voters will change T: Technology Decide which social technologies to use *ForrestersocialROE.com 403 617 5277 #sroelearn 16
  • 17. Engaging• Research• Listen• Engage• Manage• MeasuresocialROE.com 403 617 5277 #sroelearn 17
  • 18. The Power of Social Media Meanwhile in Berlin In CalgaryPeople are talking about you. Would you like to hear what they are saying?socialROE.com 403 617 5277 #sroelearn 18
  • 19. The Power of Social Media Word of Mouth – Have you heard these? • “They tell two friends, and so on and so on.” • “If someone has a good experience they will tell 2 friends. If someone has a negative experience they will tell 10 friends.” – It used to be Six Degrees of Separation (Kevin Bacon). • Now it is Three Degrees (due to social media How can you help drive your message through social media with your followers’ followers? (extend your reach)socialROE.com 403 617 5277 #sroelearn 19
  • 20. The Power of Social Media Word of Mouth – Social Media can • spread your message effectively and efficiently • have your followers spread your message (peer to peer) • Have your followers convert others (vote building) – 90% of people trust peer recommendation s • 14% trust advertising • Use peer recommendations to gain support • Get connected and get electedsocialROE.com 403 617 5277 #sroelearn 20
  • 21. How Journalists Use Twitter To push their stories and gain more exposure to a larger audience To incite conversation surrounding a specific topic while trying to remain unbiased To troll Twitter for story tips and scoops To involve followers and a wider audience - especially through the use of hashtags – in the development of a storysocialROE.com 403 617 5277 #sroelearn 21
  • 22. Journalists using Twitter Jason Markusoff @markusoff (Calgary Herald/PostMedia) Brian Stelter @brianstelter (NY Times) Kevin Carmichael @carmichaelkevin (US journalist) Chantal Hebert @chantalHbert Andrew Coyne @acoyne Jay Rosen @jayrosen_NYU And so many others…………socialROE.com 403 617 5277 #sroelearn 22
  • 23. The Power of Social MediasocialROE.com 403 617 5277 #sroelearn 23
  • 24. The Power Of Social MediaHow people share• 31% share on a Smartphone• 18% share on a PC socialROE.com 403 617 5277 #sroelearn
  • 25. Trends • Social versus email • GooglePlus Hangout • VinesocialROE.com 403 617 5277 #sroelearn
  • 26. Email versus Social conversations • 2012 was the first year that social conversations had more use than email • Generation Y, Z and Swipe* consider eMail passe • In 2009 Boston college stopped issuing email addresses to Freshman • 31% of time spent on the internet (in US) is Social and only 16% is email** • 2010 Sheryl Sandberg (Facebook COO) predicted this • 11% of teenagers email daily • SMS and social networking • http://www.youtube.com/watch?v=Gm8NdNy4wOM **socialROE.com 403 617 5277 #sroelearn
  • 27. Trends • GooglePlus • GooglePlus hangout • Integrated video conferencing application • Obama uses (with a contest) • Ask a question, have a small town hall style video chat • Vine • What is it? • An integrated video application for Twitter and Facebook (easy to use) • 6 seconds of video (to follow the 140 character process)socialROE.com 403 617 5277 #sroelearn 27
  • 28. Trends• What are people doing?• 42% are social networkingwhile using another deviceNote that the “Second screen phenomenom will be a factor in campaigning socialROE.com 403 617 5277 #sroelearn 28
  • 29. In fours year s mobile use has grown 3X• Mobile • What activitysocialROE.com 403 617 5277 #sroelearn 29 *Source: eMarketer January 2013
  • 30. US stats – who is on social media % Facebook Twitter Google+ Pinterest LinkedinMale 14 41 71 18 50Female 57 59 29 82 50Age 0-24 14 19 50 10 4 25-34 18 23 28 26 15 35-44 24 25 11 29 32 45+ 44 33 11 35 49Education >Diploma 9 9 5 3 High School 10 8 9 10 College 57 59 61 37 Bach/Grad 24 24 25 50HHI0-24,000 9 15 10 2125-49,000 33 38 37 2250-99,000 47 37 46 50100,000+ 11 10 7 7socialROE.com 403 617 5277 #sroelearn
  • 31. Thank you. Questions? info@socialroe.com Facebook Ads 101 for Politicians: A week from today register at socialroe.comsocialROE.com 403 617 5277 #sroelearn