Grassroots Advocacy  Through Social Networking  Brannan Atkinson, APR, And Nikki Klemmer
Today’s Agenda <ul><li>Where we are with the  Red White and Food  campaign </li></ul><ul><li>How we arrived at this point ...
Where the campaign  is today
RW&F Members
RW&F Facebook Group
RW&F Media Coverage  vs. Our Opponents
RW&F Media Breakdown
How we got here
2007 Survey 2% difference
Campaign Goals <ul><li>Demonstrate consumer support for the change </li></ul><ul><li>Give a voice to people who don’t have...
Messaging Everyone on target Consistency within all communications
 
Calls To Action <ul><li>Become a RW&F member </li></ul><ul><li>Contact your legislators </li></ul><ul><li>Refer your frien...
RW&F Message Map
2008 Web Site
 
2009 Web Site
Engaging audiences  through social media
Media = You
 
 
 
 
Facebook Day
Facebook Day
 
Blogger Outreach
RW&F Blog Day
What worked.  What didn’t.
RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3)  </li></ul><ul><li>4) </li></ul><ul><li>5) </l...
RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3)  </li></ul><ul><li>4) </li></ul><ul><li>5) You...
RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2)  </li></ul><ul><li>3) </li></ul><ul><li>4) Contests – Reward your m...
RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3) Blog – Explore the issue </li></ul><ul><li>4) ...
RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) Twitter – Converse and share timely info </li></ul><ul><li>3) Blog ...
RW&F Social Media Poll <ul><li>1) Facebook – Leverage other people’s networks </li></ul><ul><li>2) Twitter – Converse and ...
Criteria for Evaluating Social Media
Audience <ul><li>Who are you trying to reach? </li></ul><ul><li>Do you know what message will influence them? </li></ul><u...
Commitment <ul><li>Do you have resources to update your website? </li></ul><ul><li>Can you commit the time the tool requir...
Grassroots Advocacy  Through Social Networking  Brannan Atkinson, APR, And Nikki Klemmer
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Red White and Food Social Media Case Study

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Red White and Food is a successful grassroots campaign that has attracted more then 21,000 followers since 2008. This slidecast provides an overview of the campaign and our thoughts on successful social media for grassroots campaigns.

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Red White and Food Social Media Case Study

  1. 1. Grassroots Advocacy Through Social Networking Brannan Atkinson, APR, And Nikki Klemmer
  2. 2. Today’s Agenda <ul><li>Where we are with the Red White and Food campaign </li></ul><ul><li>How we arrived at this point </li></ul><ul><li>How we engaged people through social media </li></ul><ul><li>What worked. What didn’t. </li></ul><ul><li>How to decide whether you should use social media </li></ul>
  3. 3. Where the campaign is today
  4. 4. RW&F Members
  5. 5. RW&F Facebook Group
  6. 6. RW&F Media Coverage vs. Our Opponents
  7. 7. RW&F Media Breakdown
  8. 8. How we got here
  9. 9. 2007 Survey 2% difference
  10. 10. Campaign Goals <ul><li>Demonstrate consumer support for the change </li></ul><ul><li>Give a voice to people who don’t have one </li></ul><ul><li>Inspire calls to action </li></ul>
  11. 11. Messaging Everyone on target Consistency within all communications
  12. 13. Calls To Action <ul><li>Become a RW&F member </li></ul><ul><li>Contact your legislators </li></ul><ul><li>Refer your friends </li></ul><ul><li>Donate to our the Voters PAC </li></ul>
  13. 14. RW&F Message Map
  14. 15. 2008 Web Site
  15. 17. 2009 Web Site
  16. 18. Engaging audiences through social media
  17. 19. Media = You
  18. 24. Facebook Day
  19. 25. Facebook Day
  20. 27. Blogger Outreach
  21. 28. RW&F Blog Day
  22. 29. What worked. What didn’t.
  23. 30. RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3) </li></ul><ul><li>4) </li></ul><ul><li>5) </li></ul>
  24. 31. RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3) </li></ul><ul><li>4) </li></ul><ul><li>5) YouTube – Necessary alternative to print </li></ul>
  25. 32. RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3) </li></ul><ul><li>4) Contests – Reward your most active </li></ul><ul><li>5) YouTube – Necessary alternative to print </li></ul>
  26. 33. RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) </li></ul><ul><li>3) Blog – Explore the issue </li></ul><ul><li>4) Contests – Reward your most active </li></ul><ul><li>5) YouTube – Necessary alternative to print </li></ul>
  27. 34. RW&F Social Media Poll <ul><li>1) </li></ul><ul><li>2) Twitter – Converse and share timely info </li></ul><ul><li>3) Blog – Explore the issue </li></ul><ul><li>4) Contests – Reward your most active </li></ul><ul><li>5) YouTube – Necessary alternative to print </li></ul>
  28. 35. RW&F Social Media Poll <ul><li>1) Facebook – Leverage other people’s networks </li></ul><ul><li>2) Twitter – Converse and share timely info </li></ul><ul><li>3) Blog – Explore the issue </li></ul><ul><li>4) Contests – Reward your most active </li></ul><ul><li>5) YouTube – Necessary alternative to print </li></ul>
  29. 36. Criteria for Evaluating Social Media
  30. 37. Audience <ul><li>Who are you trying to reach? </li></ul><ul><li>Do you know what message will influence them? </li></ul><ul><li>Are they already networked? </li></ul>
  31. 38. Commitment <ul><li>Do you have resources to update your website? </li></ul><ul><li>Can you commit the time the tool requires? </li></ul>
  32. 39. Grassroots Advocacy Through Social Networking Brannan Atkinson, APR, And Nikki Klemmer

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