Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrD...
SOCIAL ADVOCACY? <ul><li>What is… </li></ul>
The way things were <ul><li>Email is a closed communication loop </li></ul><ul><li>Email was the only online channel to re...
The way things are now Congress can’t ignore because the world can see! Campaigns email  activists & promote on social med...
ENGAGEMENT <ul><li>It’s all about… </li></ul>
It’s true: social media can reach the grassroots
But more importantly: social media reaches influencers <ul><li>Traditional influencers </li></ul><ul><ul><li>Press </li></...
Who do people trust?
Size isn’t everything
Engagement is everything
Influence in action: The right followers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers)....
POLICYMAKERS <ul><li>Targeting… </li></ul>
 
Optimize Twitter & FB share text
Anatomy of a tweet <ul><li>. @ChuckGrassley  read our report on repealing  #DADT (http://bit.ly/dadt)  & vote FOR Defense ...
Twitter petitions: Act.ly
Obama campaign uses Twitter petitions <ul><li>Candidate Obama uses social advocacy </li></ul><ul><li>Address/ZIP matching ...
What is a good hashtag? <ul><li>How often is it used? </li></ul><ul><ul><li>Busy – Large audience, lots of noise </li></ul...
Metrics of success <ul><li>Audience quality & size </li></ul><ul><ul><li>You want influencers, press & policymakers </li><...
Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrD...
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2011.11.01 here comes social advocacy (salsa conference - rosenblatt)

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  • New source for important intelligence Brand management – organization and individuals Policy discussions -- What people are saying about policy? Who is saying what? Decision-making – Using intelligence to drive decision-making ( e.g. Think Progress, Climate Progress)
  • 2011.11.01 here comes social advocacy (salsa conference - rosenblatt)

    1. 1. Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ ProgressLeague
    2. 2. SOCIAL ADVOCACY? <ul><li>What is… </li></ul>
    3. 3. The way things were <ul><li>Email is a closed communication loop </li></ul><ul><li>Email was the only online channel to reach Congress </li></ul>Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress
    4. 4. The way things are now Congress can’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.
    5. 5. ENGAGEMENT <ul><li>It’s all about… </li></ul>
    6. 6. It’s true: social media can reach the grassroots
    7. 7. But more importantly: social media reaches influencers <ul><li>Traditional influencers </li></ul><ul><ul><li>Press </li></ul></ul><ul><ul><li>Policy Professionals </li></ul></ul><ul><ul><li>Policymakers </li></ul></ul><ul><li>New influencers </li></ul><ul><ul><li>State/issue bloggers, organizers, e-newsletter editors </li></ul></ul><ul><ul><li>Social network influencers </li></ul></ul><ul><li>Influencers extend & enhance your influence (trusted 3 rd party validation) </li></ul>
    8. 8. Who do people trust?
    9. 9. Size isn’t everything
    10. 10. Engagement is everything
    11. 11. Influence in action: The right followers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council. 1. 3. 2.
    12. 12. POLICYMAKERS <ul><li>Targeting… </li></ul>
    13. 14. Optimize Twitter & FB share text
    14. 15. Anatomy of a tweet <ul><li>. @ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2 </li></ul><ul><li>Publicly targets Member of Congress </li></ul><ul><li>Trackable link to measure click throughs </li></ul><ul><li>Pushed to hashtag audiences </li></ul><ul><ul><li>Issue specific (#DADT) </li></ul></ul><ul><ul><li>State specific (#IA) </li></ul></ul><ul><ul><li>Ideological group (#p2) </li></ul></ul><ul><li>Alerts watchdogs </li></ul><ul><ul><li>State blogger (@desmoinesdem) </li></ul></ul><ul><ul><li>State issue group (@OneIowa) </li></ul></ul>
    15. 16. Twitter petitions: Act.ly
    16. 17. Obama campaign uses Twitter petitions <ul><li>Candidate Obama uses social advocacy </li></ul><ul><li>Address/ZIP matching to Representative </li></ul><ul><ul><li>If your Rep is Democrat, you get to Tweet @SpeakerBoehner </li></ul></ul>
    17. 18. What is a good hashtag? <ul><li>How often is it used? </li></ul><ul><ul><li>Busy – Large audience, lots of noise </li></ul></ul><ul><ul><li>Moderate – Best hashtag </li></ul></ul><ul><ul><li>Slow – No audience </li></ul></ul><ul><li>How many people are using it? </li></ul><ul><ul><li>Many people – Big public conversation </li></ul></ul><ul><ul><li>1 or 2 people – Private conversation </li></ul></ul><ul><li>What is the ratio of RTs:Tweets? </li></ul><ul><ul><li>Ideal for network effect </li></ul></ul>
    18. 19. Metrics of success <ul><li>Audience quality & size </li></ul><ul><ul><li>You want influencers, press & policymakers </li></ul></ul><ul><li>Audience engagement </li></ul><ul><ul><li>You want RT, #FF, shares, comments, likes & 1+ </li></ul></ul><ul><li>Driving traffic to your website & email lists </li></ul><ul><ul><li>You want clicks & views </li></ul></ul>
    19. 20. Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ProgressLeague

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