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here comes social advocacy (the full monty)


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Long version of my social media training.

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here comes social advocacy (the full monty)

  1. 1. Here Comes Social Advocacy Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress Center for American Progress Action Fund @ProgressLeague @CAPAction ProgressLeague
  2. 2. Dimensions of digital communication strategy 1-D 2-D 3-D Information Action Community One-way Communication Two-way Communication All-way Communication Audience Interacts with Information Audience Interacts with Campaign, Organization, or Government Audience Interacts with Each Other Email Lists & Brochure Websites (Broadcast & Narrowcast) Transactional Websites (Information Exchange, Donations, & Action) Social Networks & Social Media (Grassroots & Grasstops)
  3. 3. 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>
  4. 4. Online advocacy channels <ul><li>Email </li></ul><ul><li>Your website/blog </li></ul><ul><li>Social Networks (Facebook, Twitter, G+, Tumblr etc.) </li></ul><ul><li>Social Media (YouTube, Flickr, Slideshare, etc.) </li></ul><ul><li>Online Ads (Facebook, Google, etc.) </li></ul><ul><li>Mobile </li></ul><ul><li>Video games </li></ul><ul><li>Earned media (Blogs, news sites, etc.) </li></ul>
  5. 5. SOCIAL ADVOCACY? <ul><li>What is… </li></ul>
  6. 6. 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
  7. 7. 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.
  8. 8. ENGAGEMENT <ul><li>It ’s all about… </li></ul>
  9. 9. It ’s true: social media can reach the grassroots
  10. 10. But more importantly: 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>
  11. 11. Who do people trust?
  12. 12. Size isn ’t everything
  13. 13. Engagement is everything
  14. 14. 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.
  15. 15. AUDIENCE <ul><li>Growing your … </li></ul>
  16. 16. Get followers, then deepen your connection <ul><li>Connect – Follow people you want following you </li></ul><ul><ul><li>Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back. </li></ul></ul><ul><li>Engage – Reply to people you want following you </li></ul><ul><ul><li>Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse. </li></ul></ul><ul><li>Recommend – Retweet/#FF followers you want </li></ul><ul><ul><li>Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend). </li></ul></ul><ul><li>Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection. </li></ul><ul><li>Remember, it is about exchanging VALUE </li></ul>
  17. 17. Find influencers to follow – Directories <ul><li>Directories of influential tweeters </li></ul><ul><ul><li> - Progressives </li></ul></ul><ul><ul><li> – Keyword & location </li></ul></ul><ul><ul><li> – Keywords </li></ul></ul><ul><ul><li> – Location </li></ul></ul><ul><ul><li> – Twitter Lists </li></ul></ul><ul><li>Use directories to search for people to follow </li></ul><ul><li>Register on the directories so people find you </li></ul>
  18. 18. Find influencers to follow – Articles <ul><li>Search on Google for “Top Tweeters” for an issue/topic </li></ul><ul><ul><li>Top 100 Int’l Business </li></ul></ul><ul><ul><li>Top 20 UK Politics </li></ul></ul><ul><ul><li>The FP Twitterati 100 </li></ul></ul><ul><ul><li>Top 50 Climate Tweeters </li></ul></ul><ul><ul><li>50 Favorite Immigration Tweeters </li></ul></ul>
  19. 19. Find influencers to follow – Drilling on Twitter <ul><li>Find an issue expert </li></ul><ul><ul><li>Follow who they follow </li></ul></ul><ul><ul><li>Follow their followers </li></ul></ul><ul><ul><li>Follow their lists </li></ul></ul>
  20. 20. Find influencers to follow – Twitter Search <ul><li>Search keyword/hashtag </li></ul><ul><ul><li>Click «Refine Search» </li></ul></ul><ul><ul><li>Refine search terms </li></ul></ul><ul><ul><li>Add hashtags to parameters </li></ul></ul><ul><ul><li>Search by location </li></ul></ul><ul><ul><li>Search by sentiment </li></ul></ul>
  21. 21. Clean your list – Unfollow dead weight <ul><li>Twitter limits </li></ul><ul><ul><li>Until you have 2,000 followers, you can only follow 2,000 </li></ul></ul><ul><ul><li>Beyond that, you can follow 15% more than follow you </li></ul></ul><ul><li>Purge followers to maintain room to grow </li></ul><ul><ul><li>People who don’t follow you back (unless they are interesting) </li></ul></ul><ul><ul><li>People who never retweet others </li></ul></ul><ul><ul><li>People who SPAM, shills, etc. </li></ul></ul>
  22. 22. Find dead weight to unfollow <ul><li> is a tool to find dead weight </li></ul><ul><li>Log in and run report </li></ul><ul><li>Review report and unfollow dead weight </li></ul>
  23. 23. Semi-automate follow/unfollow process <ul><li> finds people to follow & unfollow </li></ul><ul><ul><li>Finds people you follow that don’t follow back </li></ul></ul><ul><ul><li>Finds people to follow </li></ul></ul><ul><ul><ul><li>By keyword/hashtag </li></ul></ul></ul><ul><ul><ul><li>By who they follow </li></ul></ul></ul><ul><ul><ul><li>By who follows them </li></ul></ul></ul><ul><ul><li>You decide who to queue up for auto-follow/unfollow </li></ul></ul><ul><ul><li>Modest monthly fee </li></ul></ul>
  24. 24. Content is King <ul><li>Bottom line: </li></ul><ul><li>If you tweet good content, when people visit your profile, they are likely to follow. </li></ul><ul><li>If you tweet about their favorite topic(s), even more so. </li></ul>
  25. 25. POLICYMAKERS <ul><li>Targeting… </li></ul>
  26. 26. Finding government on social media
  27. 27. Anatomy of a tweet – Targeting a senator <ul><li>. @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>
  28. 28. Twitter petitions:
  29. 29. Obama campaign uses Twitter petitions <ul><li>Candidate Obama uses social advocacy </li></ul><ul><li>Address/ZIP matching to Representative </li></ul><ul><ul><li>If your Rep is Democrat, you get to Tweet @SpeakerBoehner </li></ul></ul>
  30. 30. Targeting by hashtag <ul><li>How often is it used? </li></ul><ul><ul><li>Busy – Large audience, lots of noise </li></ul></ul><ul><ul><li>Moderate – Best hashtag </li></ul></ul><ul><ul><li>Slow – No audience </li></ul></ul><ul><li>How many people are using it? </li></ul><ul><ul><li>Many people – Big public conversation </li></ul></ul><ul><ul><li>1 or 2 people – Private conversation </li></ul></ul><ul><li>What is the ratio of RTs:Tweets? </li></ul><ul><ul><li>Ideal for network effect </li></ul></ul>
  31. 31. SUCCESS <ul><li>Measuring… </li></ul>
  32. 32. Metrics of success <ul><li>Audience engagement </li></ul><ul><ul><li>You want RT, #FF, shares, comments, likes & 1+ </li></ul></ul><ul><li>Audience quality & size </li></ul><ul><ul><li>You want influencers, press & policymakers </li></ul></ul><ul><li>Driving traffic to your website & email lists </li></ul><ul><ul><li>You want clicks & views </li></ul></ul>
  33. 33. Measuring influence
  34. 34. Measuring influence: Twitalyzer dashboard
  35. 35. Measuring URL referrals & reach
  36. 36. Measuring audience growth: Facebook
  37. 37. Measuring audience growth: Twitter
  38. 38. Monitoring social media
  39. 39. Measuring URL clicks
  40. 40. Here Comes Social Advocacy Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress Center for American Progress Action Fund @ProgressLeague @CAPAction