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Social Media and Cause Campaigns
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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.

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 Social Media and Cause Campaigns Presentation Transcript

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