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Cpc briefing1004

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  • Transcript

    • 1. Strategically Social:How to use Social Media toEngage Your Constituents Beth Becker Progressive Congress @ProgCongress
    • 2. Pyramid of SocialStrategy
    • 3. Pyramid of Targeted SocialEngagement Strategy
    • 4. Pyramid of Targeted SocialEngagement Strategy Authenticity
    • 5. Pyramid of Targeted Social Engagement Strategy Integration with entire Authenticityorganization
    • 6. Pyramid of Targeted Social Engagement Strategy Quality Content Integration with entire Authenticityorganization
    • 7. What do you want to say- Quality Content
    • 8. What do you want to say- Quality Content Easy for audience to connect
    • 9. What do you want to say- Quality Content Easy for audience to connect Specific
    • 10. What do you want to say- Quality Content Easy for audience to connect Specific Actionable
    • 11. What do you want to say- Quality Content Easy for audience to connect Specific Purposeful Actionable
    • 12. What do you want to say- Quality Content Easy for audience to connect Specific Purposeful Actionable Unique
    • 13. What do you want to say- Quality Content Easy for audience to connect Specific Purposeful Actionable Unique Compelling
    • 14. What do you want to say- Quality Content Easy for audience to connect Specific Purposeful Actionable Unique Compelling Easy to understand
    • 15. What do you want to say- Quality Content Easy for audience to connect Specific Purposeful Actionable Unique Compelling Audienceappropriate Easy to understand
    • 16. Questions to Ask Yourself
    • 17. Questions to Ask Yourself What do I want to say?
    • 18. Questions to Ask Yourself What do I want to say? Who do I want to say it to?
    • 19. Questions to Ask Yourself What do I want to say? Who do I want to say it to? When do I want to say it?
    • 20. Questions to Ask Yourself What do I want to say? Who do I want to say it to? When do I want to say it?Who do I want my audience to repeat it to?
    • 21. Questions to Ask Yourself What do I want to say? Who do I want to say it to? When do I want to say it?Who do I want my audience to repeat it to? What areas of interest exist between us & our audience?
    • 22. Questions to Ask Yourself What do I want to say? Who do I want to say it to? When do I want to say it? Who do I want my audience to repeat it to? What areas of interest exist between us & our audience?How formal is my relationship with my audience?
    • 23. Questions to Ask Yourself What do I want to say? Who do I want to say it to? When do I want to say it? Who do I want my audience to repeat it to? What areas of interest exist between us & our audience? How formal is my relationship with my audience?Which social media platform is best to accomplish my goal?
    • 24. Questions to Ask Yourself What do I want to say? Who do I want to say it to? When do I want to say it? Who do I want my audience to repeat it to? What areas of interest exist between us & our audience? How formal is my relationship with my audience? Which social media platform is best to accomplish my goal?What other pieces are there to this effort & how can social media complement them?
    • 25. Who do you want to say it to? Targeted Engagement
    • 26. Who do you want to say it to? Targeted Engagement Geographic
    • 27. Who do you want to say it to? Targeted Engagement Geographic Political Ideology
    • 28. Who do you want to say it to? Targeted Engagement Geographic Political Ideology Issues of Interest
    • 29. Who do you want to say it to? Targeted Engagement Geographic Political Ideology Issues of Interest Network
    • 30. Who do you want to say it to? Targeted Engagement Geographic Political Ideology Issues of Interest Network Hashtags
    • 31. When do I want to say it? Facebook TwitterFB Self Reports Best Time in general: No Best Time- Repetition 9-10 PM ET Facebook Insights Tweriod.com
    • 32. Who do I want my audience to repeat it to? What areas of interest do I share with my audience? Pay attention to what people comment on/retweet Notice people’s bios Ask open ended questions and note who responds
    • 33. How formal is my relationship with my audience? Don’t mistake formality for lack of personality
    • 34. Which social media platform is best to accomplish my goal?•Delayed Conversation•Event Postings/Invites•Photo Albums•Featured Likes
    • 35. Which social media platform is best to accomplish my goal?•Delayed Conversation•Event Postings/Invites•Photo Albums•Featured Likes •Real Time Conversation •Use Hashtags •Lists •Follow Friend Recommendations
    • 36. Which social media platform is best to accomplish my goal?•Delayed Conversation •FB/Twitter Hybrid•Event Postings/Invites •Circles•Photo Albums •Hangouts•Featured Likes •Sparks •Real Time Conversation •Use Hashtags •Lists •Follow Friend Recommendations
    • 37. Which social media platform is best to accomplish my goal?•Delayed Conversation •FB/Twitter Hybrid•Event Postings/Invites •Circles•Photo Albums •Hangouts•Featured Likes •Sparks •Real Time Conversation • Purely Visual •Use Hashtags • Memes •Lists • Infographics •Follow Friend Recommendations
    • 38. Know the Facebook Audience Category Number Worldwide Users 600 million +% of Users Access via Smartphone 200 million + The Age Gap 18-25= 35% of all users Bridging the Age Gap 50 and older= 12% and rising 58% yearly% of FB users related to overall web 72% use Page Post Impressions % 10% of fans see any one update Profile Post Impressions % 10% of your friends see your status updates Gender Gap Myth 298 million male- 288 million female Average time spent on FB/week 7.5 hours
    • 39. Know the Twitter Audience Category Number Worldwide Users 100 million + % of Users Access via Smartphone 55% Average # of Tweets/Day 230 million Estimated % of Passive Users 40% The Racial Gap 25% users African American, 16% Caucasian Racial Gap part 2 Largest growth: Latinos at 33% monthly The Age Gap Largest age group: 18-29 at 18% Bridging the Age Gap Largest growth: 30-49 at 14% growth Income Over 50% over %50,000/year Geographic Location 15% Urban, 10% Rural% of Internet Users who Admit using 13% Twitter
    • 40. What other pieces are there to this effort & how can social media complement them? Offline Online Take ?s via Twitter Doing a townhall or Facebook Holding a press Do a Blogger Call/ conference Hangout Write a blog post Participating in a about the Dedication Ceremony organization Continue the Meeting with conversation Constituents online
    • 41. Be Authentic
    • 42. Be Authentic
    • 43. Tactics: What are they &How should you respond
    • 44. Memes
    • 45. Memes
    • 46. Memes
    • 47. Memes
    • 48. Memes What are they: *Playful in nature but usually around a serious issue * Mix of visual and text- emphasis on visual How to respond: Ignore or Join In by making your own or sharing those of others
    • 49. Twitter Townhall• Just like an offline event, except on Twitter• Possible Panel: – @Moderator – @PolicyExpert – @PolicyMaker• Format – Panel discussion: 20-30 min – Audience Q&A: 20-30 min – RT question, then answer w/out @Reply• Use an event hashtag – Promote in advance – Collect audience Qs in advance – Allows easy data collection
    • 50. Facebook Townhall * Take Questions in one thread & post q&a, each in their own thread *Set up Threads for each issue and have mini discussions in each *Do it all in one Post
    • 51. Multi-Platform TownhallTake ?s on Allows for ? pre screening Take ?s on Twitter Facebook via a Hashtag
    • 52. Multi-Platform TownhallTake ?s on Allows for ? pre screening Take ?s on Twitter Facebook via a Hashtag Video tape the answer Post on You Tube
    • 53. Custom Avatars/Twibbons 19
    • 54. Twitter Hashtag Games What are they: *Playful in nature but usually around a serious issue How to respond: Ignore or Join In
    • 55. Facebook Bomb What it is *Multiple posts with similar or exact same message in a short time frame * In support or against How to React *Preemptively have a ‘standards’ somewhere in your bio *Whatever you do...do not delete posts * In support or against *If they are supportive, send a collective thank you
    • 56. Facebook Bomb
    • 57. Facebook Bomb
    • 58. Facebook Bomb
    • 59. Facebook Bomb What it is *Multiple posts with similar or exact same message in a short time frame * In support or against How to React *Preemptively have a ‘standards’ somewhere in your bio *Whatever you do...do not delete posts * In support or against *If they are supportive, send a collective thank you
    • 60. Twitter Bomb What it is *Multiple posts with similar or exact same message in a short time frame * In support or against* Can be via a mention (@You) or via a hashtag How to React*If they are supportive, send a collective thank you * If against, ignore- let your supporters whack a troll for you* If respectful & wanting you to do something respond at your own discretion
    • 61. Practice Safe Social Media Use Strong Passwords Protect those Passwords
    • 62. Practice Safe Social Media Lock phone when not in use!