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Netroots CA: Using New Media for Campaigns & Advocacy

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Hour presentation from Netroots California on using social media (specifically websites, FB, Twitter, images & video) in nonprofit and political campaigns.

Hour presentation from Netroots California on using social media (specifically websites, FB, Twitter, images & video) in nonprofit and political campaigns.

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  • 1. New Media forNew Media for Campaigns & AdvocacyCampaigns & Advocacy Netroots CaliforniaNetroots California November 6, 2010November 6, 2010 Sarah Granger, PublicEdgeSarah Granger, PublicEdge sarah@publicedge.comsarah@publicedge.com 11
  • 2. Why Use Social Media?Why Use Social Media? The majority of voters are now going online toThe majority of voters are now going online to research issues, candidates and politics in generalresearch issues, candidates and politics in general Social media is powerful – just like other lists andSocial media is powerful – just like other lists and methods of influence in politics, social media shiftsmethods of influence in politics, social media shifts perceptionperception Integrating social media into the entire campaign isIntegrating social media into the entire campaign is keykey 22
  • 3. First Thing’s FirstFirst Thing’s First Define Overall Campaign/Advocacy GoalsDefine Overall Campaign/Advocacy Goals Define Overall MessageDefine Overall Message Come Up with a Good Name (check domains also)Come Up with a Good Name (check domains also) Raise Early FundingRaise Early Funding Build Trusted Core TeamBuild Trusted Core Team 33
  • 4. Getting Started withGetting Started with New MediaNew Media Find a trusted techie volunteer/helperFind a trusted techie volunteer/helper Reserve a domain nameReserve a domain name Build a placeholder web site (i.e. Wordpress)Build a placeholder web site (i.e. Wordpress) Create e-mail accountsCreate e-mail accounts (info, candidate, volunteer, fundaising)(info, candidate, volunteer, fundaising) Aggregate initial contact dataAggregate initial contact data Build initial e-mail list (in any form – quick & dirty)Build initial e-mail list (in any form – quick & dirty) Reserve Twitter NameReserve Twitter Name 44
  • 5. Next StepsNext Steps Create official mass e-mail list (using software likeCreate official mass e-mail list (using software like Constant Contact, Mail Chimp) & hook it to a “database” –Constant Contact, Mail Chimp) & hook it to a “database” – even if it’s initially just a spreadsheeteven if it’s initially just a spreadsheet Fill out website & blogFill out website & blog Setup Facebook fan page (vs. group)Setup Facebook fan page (vs. group) Start following related political organizations and mediaStart following related political organizations and media on Twitteron Twitter Make sure any existing social media accounts are in orderMake sure any existing social media accounts are in order (esp. for candidates – LinkedIn, FB)(esp. for candidates – LinkedIn, FB) Write initial post(s) directing everyone to new websiteWrite initial post(s) directing everyone to new website 55
  • 6. Research/TargetingResearch/Targeting Figure out which online/technology tools will beFigure out which online/technology tools will be most appropriate per campaign (study precinctmost appropriate per campaign (study precinct demographics, i.e. Facebook is best for ages 25-demographics, i.e. Facebook is best for ages 25- 45, esp. reaching women)45, esp. reaching women) Candidate & opposition research tools likeCandidate & opposition research tools like MAPLight.org, Opensecrets.org, Voterwatch.org,MAPLight.org, Opensecrets.org, Voterwatch.org, Newsmeat.comNewsmeat.com Pew Internet – online census-like dataPew Internet – online census-like data Other studies (Forrester, etc. – Groundswell)Other studies (Forrester, etc. – Groundswell) 66
  • 7. Legislative ResourcesLegislative Resources Bill tracking sitesBill tracking sites http://legislature.ca.gov/port-bilinfo.htmlhttp://legislature.ca.gov/port-bilinfo.html http://gov.ca.gov/bills/http://gov.ca.gov/bills/ Legislator websitesLegislator websites http://www.assembly.ca.gov/http://www.assembly.ca.gov/ http://www.senate.ca.gov/http://www.senate.ca.gov/ 77
  • 8. Online OutreachOnline Outreach Components & ProcessComponents & Process Overarching New Media Strategy & Team Leadership (Sr Staff)Overarching New Media Strategy & Team Leadership (Sr Staff) Online Communications (integrated with overall Comm/Press)Online Communications (integrated with overall Comm/Press) WebsiteWebsite DatabaseDatabase E-mail (*Covered in earlier training)E-mail (*Covered in earlier training) Blogging & Bloggers (*Covered in earlier training)Blogging & Bloggers (*Covered in earlier training) Social Media (Facebook, Twitter, LinkedIn, Flickr, YouTube)Social Media (Facebook, Twitter, LinkedIn, Flickr, YouTube) Stats & ReportsStats & Reports 88
  • 9. Building a CampaignBuilding a Campaign Tech/New Media TeamTech/New Media Team Coordinator - strategist, organizer, new media team leadCoordinator - strategist, organizer, new media team lead Content - writer/editor for e-mail, web, blogContent - writer/editor for e-mail, web, blog E-mail - administration & responder(s)E-mail - administration & responder(s) Database - data entry supportDatabase - data entry support Web - graphic designer, developersWeb - graphic designer, developers Netroots - blogger, social networkersNetroots - blogger, social networkers Back End - ISP/server adminsBack End - ISP/server admins 99
  • 10. Team Costs/BudgetingTeam Costs/Budgeting TeamTeam Lead/Consultant* -Lead/Consultant* - hourly or by projecthourly or by project Content - volunteersContent - volunteers Data entry -Data entry - volunteersvolunteers Database & $$ engineDatabase & $$ engine - low cost systems- low cost systems Designer – consultantDesigner – consultant by project (orby project (or volunteer)volunteer) Web developer or devWeb developer or dev software - by projectsoftware - by project Blog/Social NetworkBlog/Social Network accounts - freeaccounts - free ISP/server - monthlyISP/server - monthly ratesrates 1010
  • 11. Tips for Tight BudgetsTips for Tight Budgets Don’t get fancy with the website (pre-packaged isDon’t get fancy with the website (pre-packaged is OK, like Wordpress)OK, like Wordpress) Use the same designer for website as logoUse the same designer for website as logo Build social networks on existing sitesBuild social networks on existing sites Excel is fine for a local race databaseExcel is fine for a local race database Repurpose, reuse, reinvent copyRepurpose, reuse, reinvent copy Focus on e-mail, pushing content outFocus on e-mail, pushing content out 1111
  • 12. The Value of VolunteersThe Value of Volunteers 1212
  • 13. Volunteer Usage TipsVolunteer Usage Tips Email responding & data entry can be done by peopleEmail responding & data entry can be done by people not local - great for friends & family in other statesnot local - great for friends & family in other states who want to help out somehowwho want to help out somehow Content writer can be same person who writes flyers,Content writer can be same person who writes flyers, other campaign literatureother campaign literature Bloggers & social networkers ideally would be localBloggers & social networkers ideally would be local so they can be tapped into all events and activitiesso they can be tapped into all events and activities Always treat volunteers well – they are your mostAlways treat volunteers well – they are your most important resourceimportant resource 1313
  • 14. A Word of Warning!A Word of Warning! Be careful about using friends ofBe careful about using friends of friends, the first people you meet orfriends, the first people you meet or newbie interns for websites and newnewbie interns for websites and new media - especially people with onlymedia - especially people with only corporate experience. It’s not the samecorporate experience. It’s not the same as campaign and nonprofit siteas campaign and nonprofit site development or outreach.development or outreach. 1414
  • 15. Online CommunicationsOnline Communications & Content& Content Content is content, regardless of platformContent is content, regardless of platform Segment the content for ease of use, mix it upSegment the content for ease of use, mix it up Reusable content allows for speedy dissemination of informationReusable content allows for speedy dissemination of information (changing a few words here and there for SEO)(changing a few words here and there for SEO) Make it “Sticky” - keep people on siteMake it “Sticky” - keep people on site Personalize - blog updates, friendly “curated version of yourself”Personalize - blog updates, friendly “curated version of yourself” Use Images - photos, videoUse Images - photos, video 1515
  • 16. WebsiteWebsite Design consistent with overall themesDesign consistent with overall themes Emphasize a simple user interfaceEmphasize a simple user interface Basic site is better than no site at allBasic site is better than no site at all Take advantage of colorTake advantage of color Utilize Search Engine Optimization (SEO) tacticsUtilize Search Engine Optimization (SEO) tactics Find ways to stand out from the oppositionFind ways to stand out from the opposition Integrate social media onto the siteIntegrate social media onto the site 1616
  • 17. Important Site FeaturesImportant Site Features Candidate or Cause –Candidate or Cause – Bio or AboutBio or About ContributionContribution MechanismMechanism Campaign News (blog)Campaign News (blog) EndorsementsEndorsements Position StatementPosition Statement Press PagePress Page Events/CalendarEvents/Calendar Voter Registration orVoter Registration or Bill Tracking TimelineBill Tracking Timeline Campaign Store (viaCampaign Store (via Café Press, etc.)Café Press, etc.) Volunteer AreaVolunteer Area Social Media LinksSocial Media Links Contact InfoContact Info 1717
  • 18. Online Volunteer CenterOnline Volunteer Center Area on website (or could use Ning, wikis, GoogleArea on website (or could use Ning, wikis, Google Docs, Facebook group for campaign organizers, orDocs, Facebook group for campaign organizers, or part of Yahoo Group for internal & volunteers)part of Yahoo Group for internal & volunteers) Content: Flyers, Talking Points, Sign-up sheets, EventContent: Flyers, Talking Points, Sign-up sheets, Event management kits, Widgets & Buttonsmanagement kits, Widgets & Buttons Place to motivate, inspire and keep people engaged –Place to motivate, inspire and keep people engaged – internal communityinternal community 1818
  • 19. Widgets & ButtonsWidgets & Buttons Buttons can be downloaded and used to promoteButtons can be downloaded and used to promote campaigns on other sites – put a button on your blogcampaigns on other sites – put a button on your blog that’s a static image linking to your favoritethat’s a static image linking to your favorite candidate’s websitecandidate’s website Widgets are embedded code used on sites to show anWidgets are embedded code used on sites to show an activity or produce dynamic content, like a scrollingactivity or produce dynamic content, like a scrolling Twitter widget from the candidate’s Twitter feed or aTwitter widget from the candidate’s Twitter feed or a GOTV toolGOTV tool 1919
  • 20. Database, aka GoldDatabase, aka Gold MineMine Options - Spreadsheets, databases, or more sophisticatedOptions - Spreadsheets, databases, or more sophisticated online servicesonline services Tracking/managementTracking/management Cleaning up dataCleaning up data Data types - visitors, supporters/users, donors, volunteers,Data types - visitors, supporters/users, donors, volunteers, data managers (all integrated with e-mail list)data managers (all integrated with e-mail list) Security & data safetySecurity & data safety List building as an art, ongoing processList building as an art, ongoing process Purchasing/importing existing voter listsPurchasing/importing existing voter lists 2020
  • 21. Remember theRemember the AudienceAudience 2121
  • 22. Building an OnlineBuilding an Online CommunityCommunity Utilize social networks - Facebook, LinkedIn,Utilize social networks - Facebook, LinkedIn, MySpace, Eons, etc.MySpace, Eons, etc. Include visuals – Flickr, Picasa, YouTubeInclude visuals – Flickr, Picasa, YouTube Utilize onsite blog & participate in related blogsUtilize onsite blog & participate in related blogs (comment, be a guest blogger)(comment, be a guest blogger) Take advantage of online event services like Evite,Take advantage of online event services like Evite, MeetUp & YahooGroupsMeetUp & YahooGroups Use wikis for online collaborative documentUse wikis for online collaborative document developmentdevelopment Have a presence on Twitter (reaches media)Have a presence on Twitter (reaches media) 2222
  • 23. Campaign BlogCampaign Blog Regular account of campaign activitiesRegular account of campaign activities Syndicated content for subscribersSyndicated content for subscribers (supporters, media, opposition)(supporters, media, opposition) Can double as a news areaCan double as a news area Can be hosted off site for free (linked)Can be hosted off site for free (linked) Two-way conversation mechanismTwo-way conversation mechanism 2323
  • 24. Blogging TipsBlogging Tips Check out free services - TypePad, Blogger,Check out free services - TypePad, Blogger, WordPressWordPress Post as often as possiblePost as often as possible Employ someone (volunteer) to monitor theEmploy someone (volunteer) to monitor the comments & keep out the spammers, trollscomments & keep out the spammers, trolls Keep the content fresh - don’t always use theKeep the content fresh - don’t always use the same as in e-mailsame as in e-mail Network with other bloggers, maintain goodNetwork with other bloggers, maintain good blogrollblogroll • Have fun with it; don’t be afraid to experimentHave fun with it; don’t be afraid to experiment 2424
  • 25. FacebookFacebook • Arguably the easiest, fastest and cheapest way toArguably the easiest, fastest and cheapest way to promote campaigns these dayspromote campaigns these days • Many voters are already on Facebook and alreadyMany voters are already on Facebook and already activated toward related candidates and causes thereactivated toward related candidates and causes there • Can be used similarly to a blog – posting eventCan be used similarly to a blog – posting event information, photos, videos, links to articles,information, photos, videos, links to articles, endorsement announcements & other newsendorsement announcements & other news • Also for volunteer & community engagementAlso for volunteer & community engagement 2525
  • 26. Facebook PrivacyFacebook Privacy • Under Settings/Privacy Settings, configure yourUnder Settings/Privacy Settings, configure your candidate’s personal account to preferred settingscandidate’s personal account to preferred settings • Select by topic who can see each part of his/herSelect by topic who can see each part of his/her personal profiles: just friends, network or allpersonal profiles: just friends, network or all • Configure FB fan page settings to publicConfigure FB fan page settings to public • Determine exactly what gets posted to otherDetermine exactly what gets posted to other peoples’ news feeds from personal & official pagespeoples’ news feeds from personal & official pages • Limit what 3Limit what 3rdrd party applications can seeparty applications can see 2626
  • 27. Look Who’s Tweeting!Look Who’s Tweeting! 2727
  • 28. TwitterTwitter • Micro-blogging, mini-news feed; great way toMicro-blogging, mini-news feed; great way to connect with media & political organizationsconnect with media & political organizations • Who’s on Twitter? Arnold Schwarzennegger, GavinWho’s on Twitter? Arnold Schwarzennegger, Gavin Newsom, Oprah, media, bloggers, advocacyNewsom, Oprah, media, bloggers, advocacy organizations and other online influencersorganizations and other online influencers • Twitter is only useful when used to follow membersTwitter is only useful when used to follow members of the community, media, government and politicalof the community, media, government and political stafferss, and when they start following you and yourstafferss, and when they start following you and your causecause 2828
  • 29. Using TwitterUsing Twitter • Create an identity/personality for the candidateCreate an identity/personality for the candidate • Create an identity for the campaignCreate an identity for the campaign • Engage with the community & mediaEngage with the community & media • Become an online influencerBecome an online influencer • Retweet what is relevant to the community and the votersRetweet what is relevant to the community and the voters • Be careful to not overdo itBe careful to not overdo it • Automate and integrate with blog, FacebookAutomate and integrate with blog, Facebook 2929
  • 30. Twitter LingoTwitter Lingo • @name = this is how everyone refers to each user on@name = this is how everyone refers to each user on Twitter and can be seen in @repliesTwitter and can be seen in @replies • RT = Retweet, which is essentially someone repeatingRT = Retweet, which is essentially someone repeating what someone else tweetedwhat someone else tweeted • DM = Direct Message, i.e. private correspondence viaDM = Direct Message, i.e. private correspondence via TwitterTwitter • #hashtags = these are used for topic or event#hashtags = these are used for topic or event differentiation, like #politics, #CA, #CDP ; great fordifferentiation, like #politics, #CA, #CDP ; great for searching for followers, constituents, groups in certainsearching for followers, constituents, groups in certain areasareas 3030
  • 31. Twitter ToolsTwitter Tools • Search - search.twitter.com searches for topicsSearch - search.twitter.com searches for topics • Twitter Lists – differentiates by defined groupingsTwitter Lists – differentiates by defined groupings • Viewing by thread - Twitterfall.com provides live streamViewing by thread - Twitterfall.com provides live stream • Mobile Twitter - Tweetdeck – for desktop, Blackberry, orMobile Twitter - Tweetdeck – for desktop, Blackberry, or iPad use; Twitter (formerly Tweetie) for iPhoneiPad use; Twitter (formerly Tweetie) for iPhone • Auto-tweets – Twitterfeed automatically tweets blogAuto-tweets – Twitterfeed automatically tweets blog posts; Hootsuite, Cotweet, Lazyfeed allow automatingposts; Hootsuite, Cotweet, Lazyfeed allow automating • Stats – Twitter Analyzer, Tweetstats, TwitalizerStats – Twitter Analyzer, Tweetstats, Twitalizer 3131
  • 32. Sharing CampaignSharing Campaign ImagesImages • More people on Flickr (vs. Picasa)More people on Flickr (vs. Picasa) • Easy to import imagesEasy to import images • Make sure image names are SEO-friendlyMake sure image names are SEO-friendly • Take the time to organize images into foldersTake the time to organize images into folders • Make sure website & other accounts linked to FlickrMake sure website & other accounts linked to Flickr pagepage 3232
  • 33. A Video is Worth 1A Video is Worth 1 Million HitsMillion Hits • Video – in whatever form – is a killer appVideo – in whatever form – is a killer app • If your campaign has resources to create a catchy, viralIf your campaign has resources to create a catchy, viral video, go for itvideo, go for it • Youtube is most searched site nowYoutube is most searched site now • Videos of any kind can be hosted, as long as the size fitsVideos of any kind can be hosted, as long as the size fits requirements of the video site where it’s hosted (Youtuberequirements of the video site where it’s hosted (Youtube has a 15min limit)has a 15min limit) • Short & sweet gets most viewsShort & sweet gets most views • Again, make sure video page is linked to website, etc.Again, make sure video page is linked to website, etc. 3333
  • 34. When You Have MoneyWhen You Have Money • Web search (Google) adsWeb search (Google) ads • Facebook adsFacebook ads • High end web designersHigh end web designers • Integrated action center and catered social mediaIntegrated action center and catered social media tools (like mybarackobama.com)tools (like mybarackobama.com) • Mobile outreachMobile outreach • Mobile appsMobile apps 3434
  • 35. Overall Social MediaOverall Social Media StrategyStrategy • Put your Facebook & Twitter IDs on paper cards & fliersPut your Facebook & Twitter IDs on paper cards & fliers along with the site URLalong with the site URL • Auto-post updates from blog to Facebook & TwitterAuto-post updates from blog to Facebook & Twitter • Gimmicks work – invite-a-friend, contests, etc. boostGimmicks work – invite-a-friend, contests, etc. boost numbersnumbers • Reuse content & post at regular intervals – “dripReuse content & post at regular intervals – “drip irrigation” (Sally Lieber)irrigation” (Sally Lieber) • Remember to keep it personal, keep it “social”, beRemember to keep it personal, keep it “social”, be authenticauthentic 3535
  • 36. Social Media EtiquetteSocial Media Etiquette • Always take an integrated approach – put yourAlways take an integrated approach – put your information in different forms and make sure theinformation in different forms and make sure the outreach process runs smoothlyoutreach process runs smoothly • If someone puts up a blog post, resends yourIf someone puts up a blog post, resends your facebook message, retweets your alert, sends e-mailfacebook message, retweets your alert, sends e-mail to their network, etc. make sure to thank themto their network, etc. make sure to thank them • Put anyone who helps you out on a list and make surePut anyone who helps you out on a list and make sure to keep them informed at each phase of theto keep them informed at each phase of the campaigncampaign 3636
  • 37. Site Metrics/TrackingSite Metrics/Tracking Sitemeter, Google Analytics track a wide range of metricsSitemeter, Google Analytics track a wide range of metrics (Wordpress, Facebook & Twitter have their own):(Wordpress, Facebook & Twitter have their own): • Overall TrafficOverall Traffic • Referring pagesReferring pages • Location of visitors/usersLocation of visitors/users • Time on siteTime on site • Pages most visitedPages most visited 3737
  • 38. Great 2010 ExamplesGreat 2010 Examples • Website – Jackie SpeierWebsite – Jackie Speier (http://www.jackieforcongress.com/)(http://www.jackieforcongress.com/) • Twitter Use – Debra Bowen (@dbowen), GavinTwitter Use – Debra Bowen (@dbowen), Gavin Newsom (@gavinnewsom)Newsom (@gavinnewsom) • Facebook Page – Betty YeeFacebook Page – Betty Yee • YouTube – Kamala Harris (kamalaharrisdotorg)YouTube – Kamala Harris (kamalaharrisdotorg) • Flickr – Barbara BoxerFlickr – Barbara Boxer (http://www.flickr.com/photos/barbaraboxer/)(http://www.flickr.com/photos/barbaraboxer/) 3838
  • 39. Common Mistakes &Common Mistakes & PitfallsPitfalls • Building a fancy web site (overspending)Building a fancy web site (overspending) • Never updating web sites (bad PR)Never updating web sites (bad PR) • Building a blog and not driving traffic to it (wasteBuilding a blog and not driving traffic to it (waste of resources)of resources) • Setting up a social networking presence and notSetting up a social networking presence and not maintaining itmaintaining it • Giving out passwords to too many peopleGiving out passwords to too many people • Delaying contact data updating (missing out onDelaying contact data updating (missing out on key contributors)key contributors) 3939
  • 40. Other Great Free OnlineOther Great Free Online Organizing ToolsOrganizing Tools • Free conference call services - freeconference.comFree conference call services - freeconference.com • Large or bulk file transfers – Yousendit.comLarge or bulk file transfers – Yousendit.com • Long distance calls - SkypeLong distance calls - Skype • Instant Messaging – via Skype, AIM, YIM, Jabber, etc.Instant Messaging – via Skype, AIM, YIM, Jabber, etc. • Online polling tools – SurveyMonkey, ZoomerangOnline polling tools – SurveyMonkey, Zoomerang • Event management tools – Evite, Doodle, Facebook EventsEvent management tools – Evite, Doodle, Facebook Events • Voter registration tools – see DNC’s raiseyourvote.comVoter registration tools – see DNC’s raiseyourvote.com 4040
  • 41. SummarySummary • Using the Internet in campaigns & advocacy is noUsing the Internet in campaigns & advocacy is no longer an option; it’s a necessity – embrace it orlonger an option; it’s a necessity – embrace it or suffer defeatsuffer defeat • Technology and new media tools are ample and freeTechnology and new media tools are ample and free • Key is to put the right amount of effort into onlineKey is to put the right amount of effort into online campaigning (vs. too little or too much) and tocampaigning (vs. too little or too much) and to choose tools wiselychoose tools wisely • Recruiting the right people to manage theRecruiting the right people to manage the technology and train others makes all the differencetechnology and train others makes all the difference • We are still in the infancy of the Internet as theWe are still in the infancy of the Internet as the dominant media form; there is still much to learndominant media form; there is still much to learn 4141
  • 42. VictoryVictory 4242
  • 43. ResourcesResources • Progressive Exchange (http://progressiveexchange.org) -Progressive Exchange (http://progressiveexchange.org) - website, list, FB group full of resources for progressiveswebsite, list, FB group full of resources for progressives working onlineworking online • Blogs United CA - invitation only list for CaliforniaBlogs United CA - invitation only list for California progressive bloggersprogressive bloggers • techPresident.com – latest news on major national andtechPresident.com – latest news on major national and state campaigns using the Internetstate campaigns using the Internet • Epolitics.com – online politics tips & toolsEpolitics.com – online politics tips & tools • New Organizing Institute (http://neworganizing.com) -New Organizing Institute (http://neworganizing.com) - resources for progressive organizers including onlineresources for progressive organizers including online 4343
  • 44. Questions?Questions? Contact: Sarah GrangerContact: Sarah Granger E-mail:E-mail: sarah@publicedge.comsarah@publicedge.com Website: www.publicedge.comWebsite: www.publicedge.com LinkedIn: http://Linkedin.com/in/sairyLinkedIn: http://Linkedin.com/in/sairy Twitter: http://twitter.com/sairyTwitter: http://twitter.com/sairy & http://twitter.com/publicedge& http://twitter.com/publicedge 4444

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