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Social Marketing with Social Media by Brent Blackaby


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Social Marketing with Social Media by Brent Blackaby

  1. 1. Online Organizing through Social MediaBrent BlackabyTrilogy InteractiveJanuary 18, 2012IMPORTANT NOTICEThe enclosed material is proprietary to Trilogy Interactive LLC. This material ispresented for the purpose of evaluating services and may not be disclosed in any mannerto anyone other than the addressee and employees or authorized representatives ofclient named here within.
  2. 2. Who is Trilogy?• A leading full-service digital agency for non-profits, political campaigns, and public affairs with strategy, design & development, and technology capabilities• Client portfolio includes five past presidential races, dozens of advocacy organizations, and more than 20 Democratic Senators – U.S. Senators Barbara Boxer, Dick Durbin, Patrick Leahy, Patty Murray, Chuck Schumer, Sheldon Whitehouse, and others – CA Democratic Party, CA Sec. of State Debra Bowen, Rep. Jay Inslee (WA), Rep. Mazie Hirono (HI), and Elizabeth Warren (MA) – Cancer Research Foundation, Community Catalyst, PICO National Network, Cal Alumni Association• We have raised hundreds of millions of dollars and mobilized millions of activists for our clients via email, blogs, Facebook, Twitter, and other new media channels Trilogy Interactive — Proprietary & Confidential
  3. 3. Why Online Organizing through Social Media?• Scalable – 800+ million people on Facebook – 300+ million people on Twitter• Shareable – Most Facebook, Twitter, and YouTube users are primed to share content with friends & relatives – so easy to tap into that ethos for activism• Speedy – Can respond quickly to breaking news and, with “first mover” advantage, get significant attention very quickly… but can’t always predict what will “go viral”
  4. 4. Clear call-to-actionPeople don’t often have a lot of time… so presenting them with a clear, simple, easy ask is preferable to bombarding them with many complex asksIs the goal building your base? Raising money? Building awareness?• Sign my petition!• Share with your friends on Facebook• “Re-tweet this”• Contribute• Upload photos/video
  5. 5. End Big Oil Subsidies – McCaskill, Schumer, Whitehouse Trilogy Interactive — Proprietary & Confidential
  6. 6. End Big Oil Subsidies – McCaskill, Schumer, Whitehouse• 49k+ total signatures on “End Big Oil Subsidies” petition @ Trilogy Interactive — Proprietary & Confidential
  7. 7. Step 1: Launch Email Trilogy Interactive — Proprietary & Confidential
  8. 8. Step 2: Petition Page Trilogy Interactive — Proprietary & Confidential
  9. 9. Sharing on Social Networks• Facebook• Twitter• YouTube• Niche sites Trilogy Interactive — Proprietary & Confidential
  10. 10. Posting to Blogs• Political blogs• News blogs• Niche sites Trilogy Interactive — Proprietary & Confidential
  11. 11. Earned Media• Coordinate media appearances with press staff Trilogy Interactive — Proprietary & Confidential
  12. 12.• Innovative Facebook application that encouraged CA Democratic Party activists to contact likely drop-off voters for GOTV in 2010 midterm election• First, we matched the CDP’s target voter universe to Facebook IDs (24% match rate, ~250,000 IDs)• Then, through the app, CDP activists could identify which of their own friends were in the target universe, and post personal GOTV messages on those specific voters’ Facebook walls• “Friend Out The Vote” app received 22,000 visitors, who in turn sent thousands of GOTV messages to likely drop-off voters on their Facebook walls• Whereas traditional GOTV efforts on Facebook are scattershot with little or no targeting, the CA Dem Party’s “Friend out the Vote” app targeted specific voters and seemed more important and “real” to activists Trilogy Interactive — Proprietary & Confidential
  13. 13. Trilogy Interactive — Proprietary & Confidential
  14. 14. Q&A Brent Blackaby Trilogy Trilogy Interactive — Proprietary & Confidential
  15. 15. APPENDIX
  16. 16. Three Online Myths to Bust1. Email is dead – FALSE! – It’s not sexy, but email is still by far the largest driver of online activity – including fundraising, volunteering & advocacy1. Mastering Facebook and Twitter will instantly vault you to online success – FALSE! – Social networks are increasingly valuable channels, but you shouldn’t base your entire online campaign on them1. Running online ads means you have an online program – FALSE! – Online ads are important to promoting your issue or candidate, but successful online programs require much more ongoing engagement Trilogy Interactive — Proprietary & Confidential
  17. 17. An email success story: Barbara Boxer’s 2005-2010 Online Program Trilogy Interactive — Proprietary & Confidential
  18. 18. Case Study – Sen. Boxer’s email program• Email list grew by more than 1 million members from 2004-2010 – to more than 1.1 million total• The Boxer campaign raised $7.5 million online from grassroots donors for 2010 cycle (plus $2 million more in event/mail contributions processed online) out of $30 million total raised• Boxer “money bomb” raised $600,000 online from 12,000 grassroots donors in a single day – on day of Boxer’s first debate with Carly Fiorina• Boxer’s out-of-cycle organizing from 2005-2008 was critical: – Added 400,000 new members during that period (which fueled half of the 2010 fundraising) – Raised more than $1 million for other candidates during that period – Doubled Boxer’s base of online donors heading into the 2010 cycle• The online campaign never ends: Investing early and often generates further success over time! Trilogy Interactive — Proprietary & Confidential
  19. 19. Case Study – Sen. Boxer’s email program Trilogy Interactive — Proprietary & Confidential
  20. 20. Email: Aspirational Messaging Trilogy Interactive — Proprietary & Confidential
  21. 21. Case Study:Progressives United Trilogy Interactive — Proprietary & Confidential
  22. 22. Message Box Values Issue & Obstacle Goal BioCampaign & Supporters Contrast Issue Call to action Trilogy Interactive — Proprietary & Confidential
  23. 23. Campaign & Values Call to action Supporters Contrast BioThe name protests this winter in Wisconsin The of the group communicates that Progressives United is building its base ofwe are about a tight community ofto workers brought more media attention people Issue who share aandthan anything in decades. supporters specific range of values. rights issues its organizational capacity They showed& Obstacle Issue how powerful progressives The name Progressives United is meant to through Feingold founded Progressives to Russ membership-driven challenges Those values include honor, fairness, United afterand lost his theunited,fourththe draw a contrast with bid name Citizens the corporate-political status quo, including can be whencommunityfor a and term purity, he they are itself. GEs low Where CU is a candefending anti- United. tax bill, legislators As a legislator, corporate-funded in the now, Senate in 2010. sign contracts Right U.S. corporations power of the threat short-term motivational heof Supreme Courts decision grassroots withlosing group, PU is a true in Citizens Astroturf Thetransparency government, and useand the federal positions, and the anti- something. Russ Feingold the had championed civil liberties and clean worker/pro-corporate its unjustified larger United was driven by agenda on Wisconsin money from opposed membership. group just the symptom elections andthose contracts of ato build a Progressives United are lookingbehalf of corruptive then military candidatesRepublicans. can that problem: corporateoffice, who of Iraq. will, for money and actions like the invasion corporate long-term grassroots movement fighting Goal legislate on contracts affecting those influence coming to necessity,our politics by psychological dominate have to be asno intention Feingold result, ourthey win. Right now, corporations when public life. This big and, morefounded Progressivescalling to a aspirational. We are United businessofgrassroots counter for the provide a giving up when you buyis tainting the egalitarian progressives to constant from Target money toothpaste aspirational action, of youcomehealthyistolike democracy America wantfounded teeth, because passing was groups be. just legislation Astroturf corporate front The goallikeProgressives Unitedto institute to roll together elect Citizens codesuse Supreme bought and Conservativesfor that money to as setting ethics United thatinfluenceCourt our a Target can are already he identified justices back corporate over sold, so democratic come their electingup toattacking everything you candidate who stands for our democracy. its our progressives to and sites on candidates who will represent democracy and restore the power of oppose. We have to rein in this corporate hide together and save the fundamentally our progressive and democratic values. ordinary citizens. influence in our politics. American principles of a citizen democracy. united pledge average Americans
  24. 24. Issue & Obstacle Call to action Goal Contrast
  25. 25. Online ads and the engagement ladderVolunteer Email, personal contact, social networks Donor Email, direct mail, phoneSupporter Online ads, website, social networks Voter Trilogy Interactive — Proprietary & Confidential
  26. 26. Why Online Ads?• Americans spend 13 hours a week watching television, and 13 online• A majority of adults went online in 2008 to get involved or get news about politics• One-third forwarded something political to a friend• Two-thirds of young people took political action on a social network• More than half of Americans ages 18-to-64 are online political users• More than half of the internet users in every major age cohort took part in the political process in one way or another during the 2008 campaign Sources: (1) Understanding The Changing Needs Of The US Online Consumer, 2010; (2-6) Pew: The Internets Role in Campaign 2008 Trilogy Interactive — Proprietary & Confidential
  27. 27. Three Types of Online Ads•List Growth / Acquisitions – Judge results by return on investment (ROI) – End goal is to increase net revenue for your campaign•Branding / Persuasion – Judge results by polling improvement and, ultimately, votes gained – End goal is to increase support among targeted groups (e.g. opinion makers) or the general public•Rapid Response – Mix of above two types; can be used for damage control and/or to use news to gain new supporters Trilogy Interactive — Proprietary & Confidential
  28. 28. Online Ads 101 Trilogy Interactive — Proprietary & Confidential
  29. 29. Three Things to Take Away1. Email is very much alive and well! – It is still by far the largest driver of online activity – including fundraising1. Facebook and Twitter are important online tools for communications and organizing, but they’re not the entire toolkit – Social networks are increasingly valuable channels, but you shouldn’t base your entire online campaign on them1. A successful online program involves much more than simply running online ads – Online ads are important to promoting your issue or candidate, but successful online programs require much more ongoing engagement through email, social networks, and good old-fashioned personal contact Trilogy Interactive — Proprietary & Confidential