Engaging Influencers with Twitter in the Age of Obama


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2010.03.18: Engaging Influencers with Twitter in the Age of Obama CRM Association of NL, Arnhem. NL

Twitter can be applied to any communication strategy. It can be used to target specific audiences, as well as the masses.

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Engaging Influencers with Twitter in the Age of Obama

  1. 1. Engaging Influencers with Twitter in the Age of Obama Alan Rosenblatt, Ph.D. [email_address] @CAPAction @DrDigipol
  2. 2. Do you? @BarackObama – 3.4 million followers @WhiteHouse – 1.7 million followers
  3. 3. How can I get as many followers as Obama?
  4. 4. Like this?
  5. 5. Size isn’t everything
  6. 6. Build an audience of influencers
  7. 7. People who influence down (to grassroots)
  8. 8. People who influence peers (to other influencers)
  9. 9. People who influence up (to policymakers)
  10. 10. Make your lists of influencers to recruit “ mmmmm cookies”
  11. 11. Recruit influencers who work in your key issues Energy/Climate Jobs Education LGBT National Security Health Care Faith & Public Policy Work/Life Balance Labor Deficit Race Genocide Housing Transparency
  12. 12. Recruit influencers from key communication channels Press State Bloggers Social Networkers National Bloggers E-Newsletter Editors Policy Professionals Online Organizers Elected Officials Govt Bureaucrats Congressional Staff
  13. 13. Build the relationship <ul><li>Follow them </li></ul><ul><li>Retweet them </li></ul><ul><li>@Reply them </li></ul><ul><li>Add them to Twitter Lists </li></ul><ul><li>Promote them individually and by list </li></ul><ul><li>Send them useful information </li></ul><ul><ul><li>Publicly if they don’t follow you </li></ul></ul><ul><ul><li>Privately if they do </li></ul></ul><ul><ul><li>Via email or other channels if necessary </li></ul></ul>
  14. 14. Our progressive state blogger network
  15. 15. 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
  16. 16. Loyalty program for super-activists
  17. 17. Influence in action: The right followers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (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.
  18. 18. Influence in action: ARRA jobs map
  19. 19. Influence in action: Denial of Hashtag (D’OH)
  20. 20. <ul><li>Twitter coverage of COP15 </li></ul><ul><ul><li>4 CAP experts tweeted from COP15 (Light, Romm, Johnson, and Boggia) </li></ul></ul><ul><ul><li>1 CAP expert tweeted from DC (Wong) </li></ul></ul><ul><ul><li>@CAPAction & @WonkRoom retweets/promotes products </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>148 CAP/Action products promoted </li></ul></ul><ul><ul><li>8,575 views of CAP website products </li></ul></ul><ul><ul><li>1,400 followers added (incl 50+ energy/climate influencers) </li></ul></ul><ul><ul><li>Tweeters added to 198 Twitter Lists </li></ul></ul><ul><ul><li>Retweets audience reach: 100,000 </li></ul></ul>Influence in action: COP15
  21. 21. Engaging Influencers with Twitter in the Age of Obama Questions? Alan Rosenblatt, Ph.D. [email_address] @CAPAction @DrDigipol