Launching a Social Media Program
Players
 
 
 
 
 
 
Activities
 
 
 
Environment
 
 
 
Ideas
Start Early
Build to scale
Innovate when necessary – do everything else incrementally better  “ Do the cool well – do the boring really well” Measure...
Easy to Find + Easy to Forward Use creative urls + twitter names + same search terms Provide content, text, videos, speech...
Play where your supporters are –  not where you think they are
Channel online enthusiasm into specific, targeted activities that further campaign goals
Integrate online advocacy into every element  of the campaign
Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also ...
Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (cor...
Advocate   Social Personal Create a group Recruit others Host an event Host blog Coalition leader  Create a profile Post p...
Tools
 
 
 
Remember
It is new
Social Media  + Social Marketing For You and Your Organization Marc Ross @ 2ndSix Session 1 Measuring Efforts + Activity
Value in the long tail
It doesn’t take a lot to be in the top
Who is engaging with you? Tastemaker Trendspotter Opinion Leader Expert Ringleader Celebrity
Old Way = measure what you paid for New Way = measure what happened
You can’t manage what you can’t measure
It takes a team effort
DIDM
Result D = Define your goals
I = Identify the metrics that represent those goals
D = Determine the tools + methodology for measuring your metrics
M = Measure
Qualitative
Campaign Engagement + Participation in Relevant Discussions
Quality of the discussions
Loyalty of supporters
Reputation
Amount + Quality  of interactions with supporters
Information + Ideas  your supporters provide and exchange
Quantitative
Number of visitors and/or amount of traffic
Action Items Join email list Create an account Joint text messaging  Follow Twitter Join Fan Page Forward video Share pres...
Amount of time spent on site and/or  with brand
Where are they coming from? City Location Neighborhood Website Social Network WOM
Keywords Search Terms
What are your most popular? Webpages Activities Responses
Trends
Movable Press + Printing Press Telephone Motion Pictures Television
Chief
US Internet Users  ‘ 09 = 231m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
Online Use Next 5 Years Teens = 21% increase
Online Use Next 5 Years Adults = 50% increase
Online Use Next 5 Years Ages 3-11 = 61% increase
2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent ...
Offline Drives Online = Online Drives Offline
Americans spend 8 hours a day looking at and interacting with screens
In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever pe...
Today’s college classroom
Amateur Agile Amped  Voices
Receive real time knowledge  that is actionable
"live connections”
Twitter applications
Location Location  Location
 
 
 
 
Marc A. Ross @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com
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Launching a Social Media Program

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Launching a Social Media Program

  1. 1. Launching a Social Media Program
  2. 2. Players
  3. 9. Activities
  4. 13. Environment
  5. 17. Ideas
  6. 18. Start Early
  7. 19. Build to scale
  8. 20. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well” Measure success + failure
  9. 21. Easy to Find + Easy to Forward Use creative urls + twitter names + same search terms Provide content, text, videos, speeches, photos, call sheets, scripts + how-to guides Encourage UGC
  10. 22. Play where your supporters are – not where you think they are
  11. 23. Channel online enthusiasm into specific, targeted activities that further campaign goals
  12. 24. Integrate online advocacy into every element of the campaign
  13. 25. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
  14. 26. Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Campaigning Instant Messaging + Tweeting Contributing Texting More Proactive
  15. 27. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
  16. 28. Tools
  17. 32. Remember
  18. 33. It is new
  19. 34. Social Media + Social Marketing For You and Your Organization Marc Ross @ 2ndSix Session 1 Measuring Efforts + Activity
  20. 35. Value in the long tail
  21. 36. It doesn’t take a lot to be in the top
  22. 37. Who is engaging with you? Tastemaker Trendspotter Opinion Leader Expert Ringleader Celebrity
  23. 38. Old Way = measure what you paid for New Way = measure what happened
  24. 39. You can’t manage what you can’t measure
  25. 40. It takes a team effort
  26. 41. DIDM
  27. 42. Result D = Define your goals
  28. 43. I = Identify the metrics that represent those goals
  29. 44. D = Determine the tools + methodology for measuring your metrics
  30. 45. M = Measure
  31. 46. Qualitative
  32. 47. Campaign Engagement + Participation in Relevant Discussions
  33. 48. Quality of the discussions
  34. 49. Loyalty of supporters
  35. 50. Reputation
  36. 51. Amount + Quality of interactions with supporters
  37. 52. Information + Ideas your supporters provide and exchange
  38. 53. Quantitative
  39. 54. Number of visitors and/or amount of traffic
  40. 55. Action Items Join email list Create an account Joint text messaging Follow Twitter Join Fan Page Forward video Share presentation
  41. 56. Amount of time spent on site and/or with brand
  42. 57. Where are they coming from? City Location Neighborhood Website Social Network WOM
  43. 58. Keywords Search Terms
  44. 59. What are your most popular? Webpages Activities Responses
  45. 60. Trends
  46. 61. Movable Press + Printing Press Telephone Motion Pictures Television
  47. 62. Chief
  48. 63. US Internet Users ‘ 09 = 231m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
  49. 64. Online Use Next 5 Years Teens = 21% increase
  50. 65. Online Use Next 5 Years Adults = 50% increase
  51. 66. Online Use Next 5 Years Ages 3-11 = 61% increase
  52. 67. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
  53. 68. Offline Drives Online = Online Drives Offline
  54. 69. Americans spend 8 hours a day looking at and interacting with screens
  55. 70. In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
  56. 71. Today’s college classroom
  57. 72. Amateur Agile Amped Voices
  58. 73. Receive real time knowledge that is actionable
  59. 74. "live connections”
  60. 75. Twitter applications
  61. 76. Location Location Location
  62. 81. Marc A. Ross @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com

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