This presentation was written by Mary Leschper, Social Media Analyst at the American Petroleum Institute. Mary was invited to present as a breakout speaker for the inaugural Energy Digital Summit in June 2014. She presented on the topics of grassroots marketing and social media.

1. Developing
Grassroots
Campaigns
to
Build
Your
Social
Presence
Mary
Leschper
Social
Media
Analyst
The
American
Petroleum
Ins@tute
June
11,
2014

2. Grassroots
Campaigns
of
the
Past
• Local
• Face-­‐to-­‐Face
or
Door-­‐to-­‐Door
outreach
• Neighbors
• Community
leaders
• Local
influencers
• Friends

3. Grassroots
Campaigns
in
a
Digital
World
• Socially
and
virtually
engaged
• State/na@onal/global
scale
• 24/7
cycle
• Increasingly
mobile
• Short,
Sharp,
Sharable
• Integrated
• Mul@ple
channels

4. Online
Engagement
Path
Energy
Advocacy/Engagement

5. Know
Your
Audience
Influencers
Lawmakers
State/Federal
Agencies
Local
Government
Senators
Congressmen
Environmental
Celebri;es
City
Councils
American
Public
Customers
Land
Owners
Environmental
Workers
Manufacturers
Families
Parents
Concerned
Ci;zens
Business
Owners
Royalty
Owners
Investors
Traders
Board
Members
Investors
Traders
Board
Members

6. Know
How
Your
Audience
Digests
Informa@on
• Increasingly
mobile
• “TwiVer
Genera@on”
• More
and
more,
folks
get
their
news
from
social
channels
• What
channels
are
they
using?
• When
are
they
using?
• Who
are
they
following?
• And
retwee@ng?
• And
sharing?
• And
engaging
with?

7. Reaching
Your
Target
Audience
• Make
them
click
• Images,
videos
play
beVer
in
the
online
and
mobile
world
• Make
the
click
worth
it
• Give
them
a
reason
to
make
the
call
to
ac@on
• Timely
and
@meless
• Play
into
pop
culture
• Personal/Personality

8. Short,
Sharp,
Sharable

10. Pinterest

11. Energy
Challenge
• Missouri
State
Team
• hVp://vimeo.com/92129108

12. Choose
Energy
• Integrated
Approach
• Tweets,
blog
posts,
news
ar@cles,
photos
• Promoted
posts
• Videos
hVps://
www.youtube.com/
watch?
v=bGt7JN15qjs

13. Thanks
for
your
@me
and
aVen@on!
Ques@ons?