Social Media Immersion | 2011.04.16 social media training


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Presentation by Dr. Alan Rosenblatt at the 2011 NCRC Annual Conference held in April 2011.

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  • New source for important intelligence Brand management – organization and individuals Policy discussions -- What people are saying about policy? Who is saying what? Decision-making – Using intelligence to drive decision-making ( e.g. Think Progress, Climate Progress)
  • Social Media Immersion | 2011.04.16 social media training

    1. 1. Here Comes Social Advocacy NCRC April 16, 2011 Alan Rosenblatt, Ph.D. [email_address] Twitter: @ProgressLeague , @CAPAction & @DrDigipol
    2. 2. The way things were <ul><li>Email is a closed communication loop </li></ul><ul><li>Email was the only online channel to reach Congress </li></ul>Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress
    3. 3. The way things are now Congress can’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.
    4. 4. Dimensions of digital communication strategy Social Networks & Social Media (Grassroots & Grasstops) Transactional Websites (Information Exchange, Donations, & Action) Email Lists & Brochure Websites (Broadcast & Narrowcast) Audience Interacts with Each Other Audience Interacts with Campaign, Organization, or Government Audience Interacts with Information All-way Communication Two-way Communication One-way Communication Community Action Information 3-D 2-D 1-D
    5. 5. Sherrington’s dog <ul><li>Sir Charles Sherrington (1904) </li></ul><ul><ul><li>Pressure points </li></ul></ul><ul><ul><li>Stimulus </li></ul></ul><ul><ul><li>Threshold </li></ul></ul><ul><ul><li>Multiple pressure points </li></ul></ul><ul><ul><li>Sub-threshold </li></ul></ul><ul><li>Additive summation </li></ul><ul><ul><li>Whole > Sum of the parts </li></ul></ul>
    6. 6. Social media can reach the grassroots
    7. 7. Social media reaches influencers <ul><li>Traditional influencers </li></ul><ul><ul><li>Press </li></ul></ul><ul><ul><li>Policy Professionals </li></ul></ul><ul><ul><li>Policymakers </li></ul></ul><ul><li>New influencers </li></ul><ul><ul><li>State/issue bloggers, organizers, e-newsletter editors </li></ul></ul><ul><ul><li>Social network influencers </li></ul></ul><ul><li>Influencers extend & enhance your influence (trusted 3 rd party validation) </li></ul>- Across US, Europe, Australia, and Japan. WSJ 10/12/2009
    8. 8. Who do people trust? Among institutions, NGO’s most, but still lower than people
    9. 9. Who do people trust? Experts & Peers
    10. 10. Size isn’t everything
    11. 11. Influence in action: The right followers 10/09 @Katulis tweet from Afghanistan quoted in (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council. 1. 3. 2.
    12. 12. Invest in emerging influencers Stan Spring ’09: Stan received information from CAP via email & web June ’09: Stan joins Twitter July ’09: Stan has 40 followers; starts retweeting @CAPAction Today, Stan over 400 followers & continues to share his influence w/ @CAPAction & other CAP/Action Twitter channels Value to CAP/Action increases
    13. 13. Growing your audience: Social means reciprocal <ul><li>Connect </li></ul><ul><ul><li>Twitter: Follow </li></ul></ul><ul><ul><li>Facebook: Friend/Like </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Twitter: Retweet/Reply </li></ul></ul><ul><ul><li>Facebook: Like/Comment </li></ul></ul><ul><li>Recommend </li></ul><ul><ul><li>Twitter: #FollowFriday (#FF), #ProgressiveTuesday, #Women2Follow, #EcoMonday </li></ul></ul><ul><ul><li>Facebook: Share via Profile/Newsfeed </li></ul></ul>
    14. 14. Organize your social media champions w/ Lists
    15. 15. Growing your Twitter audience: TweetSpinner
    16. 16. Offline recruitment <ul><li>Events </li></ul><ul><li>Direct mail </li></ul><ul><li>Business cards </li></ul><ul><li>Networking </li></ul>
    17. 17. Anatomy of a tweet <ul><li>Hey @ChuckGrassley read our report on repealing #DADT ( & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2 </li></ul><ul><li>Publicly targets Member of Congress </li></ul><ul><li>Trackable link to measure click throughs </li></ul><ul><li>Pushed to hashtag audiences </li></ul><ul><ul><li>Issue specific (#DADT) </li></ul></ul><ul><ul><li>State specific (#IA) </li></ul></ul><ul><ul><li>Ideological group (#p2) </li></ul></ul><ul><li>Alerts watchdogs </li></ul><ul><ul><li>State blogger (@desmoinesdem) </li></ul></ul><ul><ul><li>State issue group (@OneIowa) </li></ul></ul>
    18. 18. Understanding hashtags
    19. 19. Twitter petitions:
    20. 20. Social Advocacy Case Study: ENOUGH
    21. 21. Metrics of success <ul><li>Audience size </li></ul><ul><li>Audience engagement </li></ul><ul><li>Driving traffic to your website & email lists </li></ul>
    22. 22. Measuring audience growth: Twitter
    23. 23. Measuring audience growth: Facebook
    24. 24. Monitoring social media
    25. 25. Measuring influence
    26. 26. Measuring URL referrals
    27. 27. Here Comes Social Advocacy NCRC April 16, 2011 Alan Rosenblatt, Ph.D. [email_address] Twitter: @ProgressLeague , @CAPAction & @DrDigipol