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OPSEU geotargeting
This document discusses using social media for local campaigns. It outlines traditional campaign tools like media relations, ads, newsletters and doorknocking versus social media campaigning which is two-way, peer-to-peer and allows messages to grow organically. Principles for social media campaigns include owning your own data, listening, transparency, accountability and measurement. The document provides strategies for outbound messaging, voter identification, and crisis response using social media and discusses leveraging social media for messaging, engagement, and reasonable costs. It emphasizes the importance of measurement and having content and response plans ready to launch.
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OPSEU geotargeting
- 1. Using social media for local campaigns Ontario Public Service Employees Union June 11, 2012 Bob LeDrew, principal consultant
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- 3. I didn’t knowwhat Facebook was, and now that I do know what it is, I have to say, it sounds like a huge waste of time.”
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- 5. Traditional campaign tools • Media relations • Ads • Newsletters • Brochures • Doorknocking
- 6. Traditional campaigning • One-way •Top-down • Message control • Command structure • Target audiences defined by sender
- 7. Social media campaigning •Two-way • Peer-to-peer • Messages grow • Adhocracy • Target audiences self-select
- 8. How to use socialmedia
- 9. Principles • Own yourdata whenever possible • Listening • Transparency • Accountability • Set your rules & live by them • Find your leaders & set them free
- 10. Strategy • Goals • Audiences •Tactics • MEASUREMENT
- 12. Outbound Voter Messaging Identification Crisis response
- 13. Outbound Voter Messaging Identification Crisis response
- 15. Social media toucheson: Voter ID Outbound messaging Crisis response
- 16. Messaging • Control ofmessaging • Response and interactivity • Trolling • Separating diversity of opinion from organized campaigns (Astroturfing)
- 17. Leveraging old media •Forwarding • Virality • Sharing, embedding, screengrabbing
- 18. What it offers •Strong messaging • Lead the media • Engagement, virality and reach • Reasonable cost • Unmatched measurement & ability to gauge ROI
- 19. Geographic targeting • Choosinga market / paid media • Self-selection / engagement
- 20. Using paid media •Facebook • Google • LinkedIn • Other ad networks
- 21. Self-selection • Facebook • Blogging/ web • E-mail lists
- 22. Voter ID • Whenpeople engage (like on FB, comment, etc.) they’re ASKING for contact • Use their information (ethically) • Encourage the spread
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- 29. Social media &crisis • Blow up quickly = ADDRESSED quickly. • Avoid the obvious mistakes • Assume unpredictable mistakes • Prepare responses in advance • Empower responders
- 30. More Examples • Ontariodrivers licence changes • Speak out on Copyright • Wisconsin public employees • 2011 Votemobs • Canadians Against Proroguing Parliament
- 31. Measurement • The goaldefines the measure • Views, • shares, • calls to action • Memberships • Surveys
- 32. What has tohappen NOW • Draft messaging • Choose media • Ad images & copy • Calendarize • Prep launch plan
- 33. What has tohappen DURING • Insert content in streams (Youtube, FB, Twitter, etc.) • Track views, comments, forwards, likes, clicks • Continously track ad performance • Response, crisis and otherwise
- 34. Bob LeDrew, principalconsultant 613-869-2148 bob.ledrew@gmail.com http://www.translucid.ca http://twitter.com/bobledrew
- 37. Blogging • A blogis a website • Tagging • SEO • Hosted vs. self-hosted
- 38. Social media newsrelease • Text • Images • Video • Audio • Links
- 39. Twitter • 140 character •The retweet • The hashtag • The “@” and the DM • Platform independent • URL shorteners
- 40. Video • Uses: instruction,inspiration, promotion, entertainment • Think short • Platforms: youtube, vimeo, etc. • Metadata 101 • Tagging
- 41. Social networks • Facebook • Groups • Pages • Events • Google+ • LinkedIn • Location-based networks (4sq, Gowalla)
- 42. URL shorteners • Bit.ly •Tinyurl • T.Co • Ny.tims
- 43. E-advocacy & resourcesharing • File-sharing tools (e.g. Dropbox) • Wikis • Media-sharing tools: • Scribd for documents • Slideshare for slides • Libsyn for audio • Archive.org for anything
- 44. Events and e-mail •Eventbrite, cvent, Facebook • Mailchimp, Constant Contact
- 45. Texting • Fast • Short •Links to Twitter
- 46. Online (PPC) advertising •Not free • Targeted • Strategic • Measurable and controllable Common objections
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- 48. Sites worth visiting TheENGAGE project http://globalgrassroots.wordpress.com/ AVAAZ http://avaaz.org/en/ The Accidental Labour Activist http://www.theaccidentallabouractivist.com/ Social Media For Social Change http://www.sm4sc.com/ http://www.readwriteweb.com/archives/ How to use social media for social change how_to_use_social_media_for_social_change. php http://www.newyorker.com/reporting/ Malcolm Gladwell on social change online 2010/10/04/101004fa_fact_gladwell Media and social change - online course http://mediasocialchange.net/ “Lactivist” Shannon Smith’s site: http://breastfortheweary.com/ Speak Out on Copyright http://www.speakoutoncopyright.ca/ Social Media Case Studies http://www.casestudiesonline.com/