This document provides guidance on launching a successful social media program for a campaign. It recommends starting early, innovating incrementally, and measuring both success and failure. The document outlines key players and activities, and suggests providing a variety of engaging content and opportunities for supporters to get involved at different levels of commitment. Both qualitative and quantitative metrics are important to measure to understand engagement, participation, reach, and impact. Social media is still new but growing rapidly, especially among teens and young adults, so an online presence is crucial.

1. Launching a Social Media Program

2. Players

9. Activities

13. Environment

17. Ideas

18. Start Early

19. Build to scale

20. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well” Measure success + failure

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

22. Play where your supporters are – not where you think they are

23. Channel online enthusiasm into specific, targeted activities that further campaign goals

24. Integrate online advocacy into every element of the campaign

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”

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

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

28. Tools

32. Remember

33. It is new

34. Social Media + Social Marketing For You and Your Organization Marc Ross @ 2ndSix Session 1 Measuring Efforts + Activity

35. Value in the long tail

36. It doesn’t take a lot to be in the top

37. Who is engaging with you? Tastemaker Trendspotter Opinion Leader Expert Ringleader Celebrity

38. Old Way = measure what you paid for New Way = measure what happened

39. You can’t manage what you can’t measure

40. It takes a team effort

41. DIDM

42. Result D = Define your goals

43. I = Identify the metrics that represent those goals

44. D = Determine the tools + methodology for measuring your metrics

45. M = Measure

46. Qualitative

47. Campaign Engagement + Participation in Relevant Discussions

48. Quality of the discussions

49. Loyalty of supporters

50. Reputation

51. Amount + Quality of interactions with supporters

52. Information + Ideas your supporters provide and exchange

53. Quantitative

54. Number of visitors and/or amount of traffic

55. Action Items Join email list Create an account Joint text messaging Follow Twitter Join Fan Page Forward video Share presentation

56. Amount of time spent on site and/or with brand

57. Where are they coming from? City Location Neighborhood Website Social Network WOM

58. Keywords Search Terms

59. What are your most popular? Webpages Activities Responses

60. Trends

61. Movable Press + Printing Press Telephone Motion Pictures Television

62. Chief

63. US Internet Users ‘ 09 = 231m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m

64. Online Use Next 5 Years Teens = 21% increase

65. Online Use Next 5 Years Adults = 50% increase

66. Online Use Next 5 Years Ages 3-11 = 61% increase

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

68. Offline Drives Online = Online Drives Offline

69. Americans spend 8 hours a day looking at and interacting with screens

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

71. Today’s college classroom

72. Amateur Agile Amped Voices

73. Receive real time knowledge that is actionable

74. "live connections”

75. Twitter applications

76. Location Location Location

81. Marc A. Ross @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com