The document discusses the history and growth of social media and its use for advocacy and public affairs. It provides examples of successful social media case studies and outlines a social campaign model. Additionally, it offers advice on creating engaging content through the use of images, short text posts between 9-10pm, and spreading ideas like memes from person to person.

1. RYAN COHN
Chief Executive Officer

2. From Grassroots to Grasstops:
Social Media for Advocacy and Public Affairs
• History of Communication • Social Campaign Model
• Growth of the Social Web • Public Affairs Social Media Case Studies
• Shift Away from Disruption Marketing • Memeology
FL 12 Legislative Study:
Public Opinion:
71% gauge public opinion on Facebook
61% gauge public opinion on Twitter
50% gauge public opinion on YouTube
Most Convincing Messages:
Personal Stories – 79.1% Very Effective
Local Impact – 76.7% Very Effective
(via Cate Communications, 5/8/12)
(via Constitutional Management Foundation, 2011)

3. History of Communication
(Mass vs. Social)
Where we
are now
TV
Radio
Printing
Press

4. (Facebook, May 2007)

5. Social Media: By the Numbers
FACEBOOK (est. 2004)
901 million – Number of monthly active Facebook users in April 2012
526 million – Number of daily active Facebook users on average in April 2012
100 billion – Estimated number of photos on Facebook by mid-2011
TWITTER (est. 2006)
225 million – Number of Twitter accounts
100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)
250 million – Number of tweets per day during October 2011
BLOGS
39 million – The number of Tumblr blogs
at the end of 2011 Years to Reach 50 Million Users:
70 million – Total number of WordPress blogs Radio (38 Years)
at the end of 2011 TV (13 Years)
Internet (4 Years)
iPod (3 Years)
Facebook added 100 Million
in less than 9 months

6. The Shift Away from Disruption Marketing
“Only twenty years ago, our access was bounded by the books we owned, the TV shows
we watched, and the books in our library. Today, because of the web, we’re seeing an
exponential increase in the amount of information that we have access to.
“In a world of too much information, the only way to be successful will be to fit in
seamlessly and naturally into people’s lives. You can introduce new content and new
ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at
worst. The best way to do this will be through people’s friends.”
- Paul Adams, Product Development at Facebook (ex-architect of Google+)

7. Social Campaign Model
1. Identify Opportunities
Research; Monitor current conversation spaces
2. Create Remarkable Content
“Remarkable” = Content that makes people remark/comment
3. Develop Delivery Channels
Create a new channel/audience or leverage already existing?
4. Manage Conversations
Long term necessity;
Establish leadership presence

8. Case Study: SB2442 UF Flagship Bill
Client: Tampa Bay Seminole Club
Community Size: 15,000+ members
(predominantly composed of college students at
FSU, USF, and UCF) within a week
Messaging: Communication focused on the
negatives of the bill for those involved and gave
members the tools and information to contact
their politicians.
Results: Campaign led to major media mentions in
the Gainesville Sun, Tallahassee Democrat, Florida
Times-Union, and Florida Tribune. After significant
pressure by group members, the bill was
successfully amended to include all necessary
parties.

9. Case Study: Moms Against Cooties
Client: American Chemistry Council
Community Size: 40,000+ members
(predominantly composed of women 22-40)
Messaging: Communication focuses on child-
oriented disinfection and pro-kid imagery
Results: Embraced by Mommy Blogger community
(70%+ positive sentiment); association members
view as top outlet for combating opposing thought
among moms

10. Case Study: Moms Against Cooties

11. Case Study: Healthy Pools
Client: Water Quality & Health Council
Community Size: 33,000+ members
(predominantly composed of pool owners)
Messaging: Communication focuses on
pool cleanliness and beautiful pool imagery
Results: 35,000+ free pool test strips
ordered in 2011; association members view
as top method for building a strong
audience of consumers and influencers

12. Case Study: Healthy Pools

13. Case Study: Healthy Pools

14. Memeology
meme ( /ˈmiˈm MEEM)) - "an idea, behavior or style that spreads from
/;
person to person within a culture."
How to create effective infographics:
http://www.epolitics.com/2012/05/07/anatom
y-of-an-effective-online-infographic/

15. BONUS ADVICE
Katie Harbath
Manager, Public Policy at Facebook
http://www.facebook.com/katieharbath
50 People In Politics You Should Follow On
Facebook – Huffington Post, 5/7/12
• We've found that photos get 2x the engagement than just posts with text.
• Posting between 9PM and 10PM will get you the most engagement.
• If you do post text, use no more than 250 characters.

16. LET’S TALK!
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Follow - @RyanCohn on Twitter
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