This document discusses how to integrate new media strategies into political campaigns and organizations. It provides examples of how to use different social media platforms like Facebook, Twitter, blogs and photos/videos to engage supporters around key moments and events. The goal is to meet communities where they are online and use new media to support fundraising, organizing, communications and other offline work. Platforms, messaging and integrating new media into all aspects of a campaign are highlighted as important factors for success.

1. ROOSEVELT ONLINE:
AMPLIFY YOUR IMPACT
IMPACT
@vivaroosevelt
@dantebarry
#lead2012

2. ObJECTIVES
What We’re Talking AboUt
What We’re Talking AboUt
1. How to integrate new media with all areas:
field/organizing; communications; data/technology; and
policy
2. How to utilize and choose tools and resources to
STRATEG
adopt strategy Y
That will inform...
1. How to create shared, motivational action
2. How use action to develop and expand resources
3. How to develop and utilize new media tools to aid your
ACTION
strategic campaign or project.
#lead2012

3. WHAT IS NEW MEDIA?
NAME SOME PLATFORMS
NAME SOME PLATFORMS
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4. INTEGRATED CAMPAIGNS
#WINNING!
#WINNING!
TWO WAYS TO USE
THE INTERNET:
1. Support all other work Fundraising
(field, finance,
communications, Online
fundraising, policy, etc.), Presence
helping them to go to scale
Field / Communicatio
2. Creating new avenues Organizing ns
for organizing by
capitalizing on key
moments #lead2012

5. BUILDING RELATIONSHIPS
WHO ARE MY PEOPLE?
WHO ARE MY PEOPLE?
SIDELINES
SUPPORTERS
STATUS QUO
ACTION
SIDELINES
#lead2012

6. BUILDING THE STORY
ASPIRATIONAL MESSAGING
ASPIRATIONAL MESSAGING
The pyramid demonstrates how your
message for engagement campaigns needs
to appeal to people on many levels in
everything you do, to a press release to a
volunteer ask. #lead2012

7. CRAFTING YOUR MESSAGE
WILL OUR MESSAGE WORK?
WILL OUR MESSAGE WORK?
1. Start with your
project / event RETAIN AND
- Values, experiences, and reasons for REPEAT
launching.
Does our message create an
2. Use your research emotional reaction? Emotional
- Supporter research, self-research (and
opposition) research to inform part’s of Does our message come off as
your narrative that you emphasize most. genuine? Authentic
Will people actually say the most
3. Determine the best important elements of the message
“positioning” for to others? Repeatable
messages
#lead2012

8. WHAT PLATFORM DO I USE?
MEET THE COMMUNITY WHERE THEY ARE
MEET THE COMMUNITY WHERE THEY ARE
Source: Ventureneer
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9. WHAT PLATFORM DO I USE?
MEET THE COMMUNITY WHERE THEY ARE
MEET THE COMMUNITY WHERE THEY ARE
Source:
Pew Research Center, 2012
#lead2012

10. CAPTURE KEY MOMENTS
CASE STUDIES
CASE STUDIES
Holidays & Milestones
MLK Day
Independence Day
President’s Day
Stonewall Riots
Current Events
State of the Union
Inauguration
ACA at Supreme Court
Debt Ceiling
#roosevelt
Roosevelt Activity 7
Roosevelt’s Birthday
Policy Expo
Hyde Park
#lead2012

11. #ROosevelt7
FACEBOOK
FACEBOOK
#lead2012

12. #ROosevelt7
Twitter
Twitter
#lead2012

13. #ROosevelt7
PHOTO and video
PHOTO and video
#lead2012

14. #ROosevelt7
BLOG
BLOG
#lead2012

15. CASE STUDY #2
State of the union 2012, #ROoRxn
State of the union 2012, #ROoRxn
#lead2012

16. CASE STUDY #2
#ROoRxn
#ROoRxn
#lead2012

17. CASE STUDY #2
#ROoRxn
#ROoRxn
#lead2012

18. CASE STUDY #3
CHAPTER LEVEL
CHAPTER LEVEL
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19. CASE STUDY #4
POlicy Expo
POlicy Expo
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20. EXERcise
Let’s put it into practice
Let’s put it into practice
At your table, develop a new media strategy for a
‘key’ moment (i.e., holiday, milestone, current event,
Roo activity).
1. Build a campaign / project message.
2. Identify the community you’re trying to reach /mobilize.
3. Identify what new media platforms you will use to
reach your community and supporters.
4. Set goals for reach; re-tweets; shares; views; reads;
online / offline conversion #lead2012

21. New media tools
WHAT YOU CAN USE FoR FREE!
WHAT YOU CAN USE FoR FREE!
MailChimp LogoMaker.Com
Wordpress Social Networking Sites
Petitions (Change.org; HTML
Act.ly)
Short Code SMS Resources:
Google Analytics NOI Tip of the Day
Tweet Deck
Bit.ly
Twitterholic
Facebook Insights
Visual.ly
Creative Commons
#lead2012