Social Media and Cause Campaigns


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Presentation held by Toni Crisolli during training seminar at the American University in Kosovo (AUK) with liberal AKR party.

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  • Despite the vast gap between a national race and one for dog-catcher, many of the same online political rules apply and most of the same technologies are available. Here’s why state- and local-level campaigns should pay attention to the potential of internet-based politics in 2011.
  • Social Media and Cause Campaigns

    1. 1. Social Media and Cause Campaigns<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    2. 2.
    3. 3. News sources in history<br />
    4. 4.
    5. 5. Facebook now 400m Active Users globally & growing<br />Active’ users have interacted in last 30 days...<br />400+m<br />Jan 2010<br />*Source: Facebook internal data, Sep 2009<br />Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days<br />
    6. 6. Social Media<br />Definition of social media no.1<br />“Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. <br />They support the democratization of knowledge and information and transform people from content consumers to content producers....”<br />
    7. 7. Social Media<br />Definition of social media no.2<br />Social media represents a big improvement over Web 2.0 as a term. <br />The idea that we switched from Web 1.0 to Web 2.0 and will some day switch to Web 3.0 was always a touch crude.<br />
    8. 8. Why is social important for us?<br />
    9. 9. So, what makes social media so social?<br />!!!! Sharing and creating trust!!!!<br />(It`s from the people for the people)<br />
    10. 10. Mottos of Social Media<br />
    11. 11. I say, it`s all about<br />Transportability of content<br />
    12. 12. The big media confusion<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    13. 13. Where is the line between …<br />Social Media<br />Traditional Media<br />TV Commercials<br />Direct Mail<br />Press releases<br />One way communication<br />Aimed at the press<br />Aimed at winning over „undecideds“<br />Online Videos<br />Email<br />Blogs<br />Two way communication<br />Aimed at empowering supporters Aimed to drive persuasion efforts<br />Creating votes, <br />Driving sales<br />Building movement<br />
    14. 14. Why are social media important for us?<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    15. 15. Why campaigns must pay attention to the potential of internet-based politics<br />You may not be active online, but your opponents probably are, or will be soon<br />- You can’t control the online political debate, but they can influence it!<br />- A strong offence (Flooding the Zone) is a good defense <br />The Internet is everywhere and will stay there<br />- Politically active people use the internet for news, debate and information/contnet sharing<br />Turnout is Key in Off-Year Elections<br />- Online technologies turn out to be perfect for maintaining communications with many people at once and in an affordable way<br />
    16. 16. Why campaigns must pay attention to the potential of internet-based politics <br />Online Fundraising can work (example: Obama 08)<br />- Campaigns are getting more expensive every cycle!<br />- Online campaigns can sometimes pay for themselves<br />The Tools and Know-how are available<br />- Websites, email-based Constituent Relations Management systems (CRM), online fundraising modules are available at affordable prices<br />Targeted Online Outreach + Down-Ballot Candidates = a Perfect Match<br />- Non-top campaigns sufferto get noticed at all! <br />- Online targeting helps to stretch a tight budget<br />
    17. 17. Goals of a modern Winning Campaign<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    18. 18. Goals of an online campaign<br />Spread and piggyback a message (adopt a message)<br />Raise money; increase income, market value, influence<br />Create, increase and reinforce trust (get recommendations)<br />Identify, target, organize, mobilize supporters<br />Put supporters to work in the real world<br />Influence & manage own public perception (reputation)<br />Influence & manage competitor's public perception<br />Gain an advantage over the competition<br />
    19. 19. Online campaigns – unique but similar<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    20. 20.
    21. 21. National, local, regional, commercial and dog-catcher<br />No matter whatcampaign you run…<br />… many of the same online political rules apply and most of the same technologies are available.<br />
    22. 22. The Tools<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    23. 23.
    24. 24. How people share information on the internet<br />
    25. 25. The basic tools of a (political online campaign)<br />Using the internet for politics may seem new, but most online campaigning at some level just reincarnates classic political actsin digital form.<br />Website = Storefront office<br />Working with bloggers = Print or broadcast media relations<br />Social Networks = Town Square<br />But, compared with traditional political tools, the internet truly excels at maintaining relationships with many people at once, directly.<br />
    26. 26. The basic tools of a (political online campaign)<br />Most campaigns will end up with the same three basic online elements:<br />1. A central hub, usually a website<br />2. A way to stay in touch with supporters, usually through an email-based Constituent Relations Management System (CRM), including Facebook, MySpace, Twitter and SMS<br />3. Online outreach, to influence the wider public discussion and to recruit new supporters and donors.<br />
    27. 27. 1. The Website<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    28. 28. The Website<br />Everyonline campaign needs a website – central hub<br />It`s the public front of every candidate, movement, party … <br />Site’s primary goal is usually to help build a supporter database – enable to convert enthusiasm into action<br />Looks DO matter - a well designed layout can help make a good first impression<br />Looks DO matter - a well designed layout can help make a good first impression<br />The website lets a campaign present its case in the strongest possible way<br />
    29. 29. The Website<br />It tells the candidate’s story through words, photos and video<br />Integratingthe site with other aspects of the campaign’s online outreach is key - making it a true outreach hub<br />A campaign website needs to have a straightforward<br />navigation scheme and a clear information scent!!!!!!!!!!! <br />Information must be clearly labeled, highlighted and broken into digestible chunks<br />Once supporters have given over their information, they’re in the hands of a campaign’s CRM system<br />
    30. 30. 2. Constituent Relations Management System (CRM)<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    31. 31. Constituent Relations Management<br />CRM combines a database and a mass-messaging<br />Improvementover hand-entering supporter information into Excel and mail-merging the results into Outlook<br />CRMs ease the process of joining, leaving or interacting with a list, while on the back end they allow to send messages to some or all, at low costs<br />Allows to break a list into chunks based on members’ location, demographics or past behavior, etc.<br />It’s ideal for testing– test run smaller groups to improve response<br />
    32. 32. Constituent Relations Management<br />Neighborhood-level data that comes up the chain from volunteers is often accurate than polling<br />CRM typically incorporate an integrated online fundraising system, modules that allow supporters to organize events, run personal fundraising efforts and downloadlists of neighbors to visit or phone numbers to call<br />CRMs often use mass email as their primary weapon<br /><ul><li>Why email? Despite the hype about Twitter and Facebook, it’s still the most effective tool to raise money, motivate volunteers and keep supporters engaged. </li></li></ul><li>Constituent Relations Management<br />CRM offer “tell-a-friend” options<br />Most CRMs collect detailed personal data for profiling<br />Newer ones have SMS options<br />CRM have all kinds of price tags – affordable for every campaign<br />The most famous CRM is (Showcase)<br />
    33. 33. Constituent Relations Management<br />Please note:<br />Successful campaigns spend as much time planningtheir<br />activities and developingprocedures as circumstances allow. As simple or sophisticated as a given tool is, what really matters is how you use it.<br />
    34. 34. 3. Online Outreach<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    35. 35. Online Outreach – How it works<br />Public reach out: <br />Much of a campaign’s online outreach will take place in the very public venues of blogs, Facebook, YouTube, MySpace and Twitter. <br />Reach out behind the scenes:<br />Sending emails or Facebook messages to selected bloggers, Twitterers and activists in hope to connect.<br />
    36. 36. Online Outreach – Basic rules<br />Go Where The Audience Is<br />Go where the right people have already gathered, don`t create new networks (Facebook, Blogs, Twitter, etc.).<br />Have a Clear Connection Back – allow follow ups<br />Every element of the campaign’s online presence should link to a recruitment form, and when possible individual “landing pages”.<br />Content Supports Outreach<br />If you don’t have something to say, people aren’t too likely to<br />Listen. <br />Content like words, videos and pictureshelp candidates to tell a compelling story.<br />
    37. 37. Online Outreach – Basic rules<br />Integration is Key - Transportability<br />The separate elements of an online outreach campaign reinforce and connect each other. <br />Combine Targeted and Scattershot Outreach<br />Online communicators can use a sharpshooting approach when appropriate, connecting personally with<br />chosen bloggers, Twitterers and journalists…<br />While blasting information out via mass email,<br />YouTube, Tweets, Facebook updates and blog posts.<br />
    38. 38. Online Outreach – The basic tools<br />Twitter<br />Used properly, a Twitter feed can be a great way to reach network influentials. Twitter’s audience may still be relatively small compared with Facebook or MySpace, but it’s filled with bloggers and active people with a voice.<br />Online Videos, Online Advertising, …<br />
    39. 39. Online Outreach – The basic tools<br />Online Social Networks <br />Regular updates keep a campaign in front of supporters’ eyes, particularly on Facebook, and asking people to repost your content to their own profiles will expose it to their extended social networks.<br />Tip: <br />Move people onto your email list as quickly as possible, because email appeals have a much higher response rate than Facebook or MySpace messages!<br />Online Social Networks <br />Blogs are more like watering holes, places where the<br />like-minded stop by for news and gossip. Bloggers are opinion makers. <br />
    40. 40. Some additional Tips for a Successful Social Media Cause Campaign<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    41. 41. Tips for a Successful Social Media Cause Campaign<br />Create a Strong Theme with Clear Goals<br />
    42. 42. Tips for a Successful Social Media Cause Campaign<br />Seek a Non-Profit Partner That’s Active in Social Media<br />The difference between modest success and massive success is often determined by the non-profit partner<br />Connect the Theme, Sponsor, and Non-Profit<br />Pepsi successfully connects their brand personality with social causes, and is attracting millions of people to their brand without asking them to purchase a single product.<br />
    43. 43. Tips for a Successful Social Media Cause Campaign<br />Energize and Motivate Your Supporters<br />The number of followers, subscribers or fans your campaign has does not represent the number of participants. <br />Target a Well-Defined Audience<br />Campaign organizers who know their audience, who listen to and engage them, will be more successful. <br />Facebook, Twitter, and blog networks must be treated as distinct entities. <br />
    44. 44. Tips for a Successful Social Media Cause Campaign<br />Pay Attention to Timing<br />Social media has its own timetable. Run campaigns for the time needed, and not a day longer. <br />Follow Up<br />Evaluation of successes and failures is vital. This step allows organizers to prepare for the next cause campaign by enhancing what worked and fixing what didn’t. <br />
    45. 45. Thank you for listening!<br />Questions?<br />