From Grassroots to Grasstops: Social Media for Advocacy and Public Affairs
RYAN COHN Chief Executive Officer
From Grassroots to Grasstops: Social Media for Advocacy and Public Affairs• History of Communication • Social Campaign Model• Growth of the Social Web • Public Affairs Social Media Case Studies• Shift Away from Disruption Marketing • Memeology FL 12 Legislative Study: Public Opinion: 71% gauge public opinion on Facebook 61% gauge public opinion on Twitter 50% gauge public opinion on YouTube Most Convincing Messages: Personal Stories – 79.1% Very Effective Local Impact – 76.7% Very Effective (via Cate Communications, 5/8/12) (via Constitutional Management Foundation, 2011)
History of Communication (Mass vs. Social) Where we are now TV Radio Printing Press
Social Media: By the NumbersFACEBOOK (est. 2004)901 million – Number of monthly active Facebook users in April 2012526 million – Number of daily active Facebook users on average in April 2012100 billion – Estimated number of photos on Facebook by mid-2011TWITTER (est. 2006)225 million – Number of Twitter accounts100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)250 million – Number of tweets per day during October 2011BLOGS39 million – The number of Tumblr blogs at the end of 2011 Years to Reach 50 Million Users:70 million – Total number of WordPress blogs Radio (38 Years) at the end of 2011 TV (13 Years) Internet (4 Years) iPod (3 Years) Facebook added 100 Million in less than 9 months
The Shift Away from Disruption Marketing“Only twenty years ago, our access was bounded by the books we owned, the TV showswe watched, and the books in our library. Today, because of the web, we’re seeing anexponential increase in the amount of information that we have access to.“In a world of too much information, the only way to be successful will be to fit inseamlessly and naturally into people’s lives. You can introduce new content and newideas to people, but it will need to feel natural or it will be ignored at best, infuriating atworst. The best way to do this will be through people’s friends.” - Paul Adams, Product Development at Facebook (ex-architect of Google+)
Social Campaign Model1. Identify Opportunities Research; Monitor current conversation spaces2. Create Remarkable Content “Remarkable” = Content that makes people remark/comment3. Develop Delivery Channels Create a new channel/audience or leverage already existing?4. Manage Conversations Long term necessity; Establish leadership presence
Case Study: SB2442 UF Flagship BillClient: Tampa Bay Seminole ClubCommunity Size: 15,000+ members(predominantly composed of college students atFSU, USF, and UCF) within a weekMessaging: Communication focused on thenegatives of the bill for those involved and gavemembers the tools and information to contacttheir politicians.Results: Campaign led to major media mentions inthe Gainesville Sun, Tallahassee Democrat, FloridaTimes-Union, and Florida Tribune. After significantpressure by group members, the bill wassuccessfully amended to include all necessaryparties.
Case Study: Moms Against CootiesClient: American Chemistry CouncilCommunity Size: 40,000+ members(predominantly composed of women 22-40)Messaging: Communication focuses on child-oriented disinfection and pro-kid imageryResults: Embraced by Mommy Blogger community(70%+ positive sentiment); association membersview as top outlet for combating opposing thoughtamong moms
Case Study: Healthy PoolsClient: Water Quality & Health CouncilCommunity Size: 33,000+ members(predominantly composed of pool owners)Messaging: Communication focuses onpool cleanliness and beautiful pool imageryResults: 35,000+ free pool test stripsordered in 2011; association members viewas top method for building a strongaudience of consumers and influencers
Memeology meme ( /ˈmiˈm MEEM)) - "an idea, behavior or style that spreads from /; person to person within a culture."How to create effective infographics:http://www.epolitics.com/2012/05/07/anatomy-of-an-effective-online-infographic/
BONUS ADVICE Katie Harbath Manager, Public Policy at Facebook http://www.facebook.com/katieharbath 50 People In Politics You Should Follow On Facebook – Huffington Post, 5/7/12• Weve found that photos get 2x the engagement than just posts with text.• Posting between 9PM and 10PM will get you the most engagement.• If you do post text, use no more than 250 characters.
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