This document provides an overview and introduction to using social media and digital tools for marketing, community engagement, and campaigning. It discusses using blogs, Twitter, and other text and social media platforms to share content, build relationships and followers, and promote causes. The key aspects covered are using these tools to tell your organization's story, engage audiences, and mobilize people around your mission in an authentic way. It also provides tips on personalizing outreach, being present where audiences are online and in locations through tools like Foursquare, and creating a sense of real-time experience for followers through livestreaming and sharing updates. The overall goal discussed is effectively harnessing social media and digital platforms to develop communities and spread your message.

1. Training for [NAME] Fellowship
Marketing Subcommittee
PresenTense Group
http://twitter.com/presentense
Advanced Social Media
and Campaigning

2. • You will be interacting with fellows: Fellows will be turning to
you for coaching and advice and our goal is to have you trained
with tools that you can use to help them.
• You will be marketing the CEP program: You will use these
tools—we hope—to better spread the word about this program
to the community and find supporters, social capital, and great
fellows
• You are an important change agent: You should have these
tools to use for your own causes and missions – and to make
your life easier around projects you care about.
So now: How do we use the tools of internet and social media—and
more importantly a digital age attitude—to engage and mobilize
community members?
This presentation is important to you as a Steering
Committee member for three reasons:

3. Let’s first check off a basic Digital Toolkit:
Your Basic Website:
Your Basic Web Form:
…and social nets, contact management, etc.:
Your Basic Property:

4. Our Core Questions:
• How do our organizations authentically use the social media
space to develop community and stakeholders?
• How do we let others become a part of our story—literally open
space?
• While Facebook, Twitter, Seesmic, and others are important
tools the key to success will always be in the narrative and idea
Question: How do we build an engaged community?
Now for Social Media:
50% of web traffic is moving through the social web

5. **Diagnostic based on the work of Sarah Kass, a Jerusalem based writer ,
PTG board member, and the Director of Strategy and Assessment at the
AVI CHAI Foundation
First, how an organization can think social,
can think community, and can mobilize
people around a vision…..
Ask some questions about
the way the venture thinks
about itself, and the way it
describes itself to the public

6. Is the venture a “What” or “Why?”

7. Service or Membership?

8. Product or Platform?

9. 100,000 or 1000X100

10. Fossil Fuel or Sun?

11. Noun or Verb ?

12. I or We

13. Professional or Amateur?

14. Our first type of media: TEXT

15. What is text good for?
• Get your viewpoint out in the world
• Produce a regular stream on content that is interesting to
your market – i.e. Provide Value
• You can become the defacto expert on the topic.
• Build a core group of like minded people – Social Capital.
• A blog of any type, short and long, is Real Estate – if it's
popular, you can advertise on it, use it to collect addresses,
or use it as a value property for connecting to others.

16. • A webblog is a website that is a
periodically updated with new
content.
• Blog’s are now taking a place
along side the more prolific
short text engines like Twitter
as a place for analysis, for
longer thought pieces, for
pictures, for articles.
• Use the blog to build your story
by offering thought leadership
on your area of expertise, and
more in depth commentary on
current happenings
• Make your blog energetic and
intriguting
Key Text Engines

17. • A short blogging site is a place to
post short—usually under 140
character—posts about current
happenings
• Short blogging sites are becoming
increasingly popular, especially
industry leader Twitter
• More these sites—like Seesmic,
Posterous, and Google Buzz—let
you display pictures and video
• Be active in the space and give
value to your community
• For every post you talk about
yourself you should provide value
eight times (see Tony)

18. Major Text Streaming Engines
Long form
• Wordpress (www.wordpress.com) - easy
• Blogger (www.blogger.com) - Googly
Short form
• Twitter (www.twitter.com) – industry leader
• Tumblr (www.tumblr.com) – Lifestream
• Buzz (in your gmail)—Up and Coming
One-to-Many:
• Ping (www.ping.fm)
• Posterous (www.posterous.com)

19. Posterous: One tool to rule them all, well at least your
social streams

20. Why does social
media work?
It works because
you are so
interesting!

21. Five Rules to Live By When “going social”
1. Be your Brand’s Conscience: don’t do something your brand
won’t do.
2. Don’t sell – share.
3. Show your human side – but not too much.
4. Write well. No slang unless it is a tool.
5. Commit. Remember your audience.
(From Mashable, http://bit.ly/lgVFN)

22. Twitter Rules to Live By
1. Build Relationships by being you: Include your bio, link to
your website, etc.
2. Keep a casual tone and be sure to retweet items useful to
your community and mark using @ and #’s.
3. Make sure your tweets provide some real value. You know
better than we do what is valuable, but here are few
examples to spark ideas:
o Offer Twitter exclusive coupons or deals
o Take people behind the scenes of your venture
o Post pictures from your office, trips, meetings, etc.
o Share sneak peeks of projects or events in development
4. Ask q’s, float ideas, solicit feedback, respond to D’s
5. Post links to articles and sites you think folks would find
interesting—even if they’re not your sites or about your
venture. (From business.twitter.com)

23. Let’s Check out a Few who make their
interesting selves work in public:
• http://twitter.com/corybooker
• http://twitter.com/edalliance
• http://twitter.com/ivankatrump
• http://twitter.com/cocacola
• http://twitter.com/zappos
• http://twitter.com/ujafedny

24. When campaigning: Individualization
• Email and Social Media
o Personalizing your Campaign:
 Not just using a person’s first name but actually
making it relevant to that specific person
 This require significant segmentation
o Using tools like MailChimp, Doorbell, Highrise,
Salesforce CRM with social plugins, google alerts,
xobni, Gist, etc. can help segment and track individuals
and their interests
o Moreover you need to use your conversations to
engage people and bring them into the inside

25. Expressing Transmedia Theory in Email

26. Expressing Transmedia Theory in Email

27. Expressing Transmedia Theory in Email

28. When Campaigning:
Being where folks are
• Geolocation Aware:
o Foursquare most popular application:
Foursquare allows users to “check-in” at
locations that they visit using their
smartphone or SMS which is repeated to
Twitter and Facebook.
o Uses unlock “badges.” User who checks
in the most is crowned “Mayor” of that
location (ie, I should be mayor of Tal
Bagels in Jerusalem). Mayors get major
props – discounts, etc.
o Other applications include Gowalla, Rally,
Whrrl, etc.
• Implications
o Social Media Rewards (tast d light),
Guides (chicago), membership
(starbucks)
o Communicate with those in your house
o Real World – Online Interaction
o User Driven and Challenging
Poster to check in for
social good. Can I
check in to your
organization?
-Partial source to Mashable

29. When campaigning: Lend
Your Brand as a Platform
on Platforms
• Social games and tools are
powerful ways to engage people in
furthering your mission
o Iron Dome is an example of a game
that furthered an idea
• Thing about how Farmville and other social communities might be
engaged to your advantage – where is there room to create games or
point winning opportunities
o Example from Chris Crum:
What they did was offer a special offer inside of Farmville, that would give users free "farm cash" if they became
a fan of Bing on Facebook, which would encourage continued user interaction with Bing. As a result:
- Over 72% of users who clicked on the engagement became fans
- 59,000 people published the story to their news feed
- Over 70,000 clicks were received on secondary feeds
- In 24hours, Bing had over 400,000 new fans to keep
• Generate activity around your mission and the social networks will
further it onward

30. When campaigning: Keeping it Real
• Your community wants to “be there” and experience you
• Use tools in a way that creates a real time feel for your
community
o Qik livestreaming off of your blackberry?
o Livestream cameras at events and programs, and at conferences
from the audience
o Quick Twitter posts from the field from your most exciting people
o Posts to Facebook of videos and pictures
o Constantly narrate action, life, connection, relevance, and energy
• The same point applies: generate activity around your mission
and the social networks will further it onward
• Reach out to meet in Real Life – a fan has 1000 friends? Get
coffee. And Twitter about it.