The document discusses a digital organizing strategy for a mayoral campaign in Los Angeles. It begins with introductions of the candidate, Emanuel Pleitez, and his digital team. The strategy aims to build a localized social media presence, create relevant content, and target specific audiences. Key challenges include a lack of name recognition, funding, and evolving team dynamics. Tactics discussed include using social media to drive dialogue, organize supporters, capitalize on the candidate's strengths, and create a competitive online presence. Specific lessons learned are also provided, such as the importance of audience segmentation, content creation processes, and integrating field work with digital efforts.

1. The tech formerly
known as social media.
Pleitez for LA Mayor 2013 digital organizing
Prepared for the
New Leaders Council

2. • Introductions
• Let’s talk about you
• EP’s perspective
• The problem
• Strategy to solve it
• Specifics and learnings
• City-wide race case study
Agenda

3. Introductions

4. • Role in campaign: Candidate and visionary
• Past lives:Tech strategist, management
consultant, financial analyst
• Other areas of expertise: Nonprofit and
leadership development, mentorship,
organizing
• @EmanuelPleitez
Emanuel Pleitez

5. • Role in campaign: Director of Digital
Outreach
• Past lives:Advertising exec, writing coach
• Other areas of expertise: Nonprofit, youth
development, public speaking
• @JuanSVas
JuanVasquez

6. • Role in campaign: Deputy of Digital
Outreach
• Past lives: OFA RFD, Public Allies in Silicon
Valley
• Other areas of expertise:Violence against
women advocacy, German literary studies
• @ZoeKipping
Zoe Kipping

7. • Name
• Twitter handle
• How you’ve used social media for political
reasons?
Your turn

8. What do you want to get
out of this discussion?

9. Let’s dig in...

10. • Build localized presence
• Create relevant content to boost SEO
• Target specific audiences
• Engage people typically not engaged
EP’s Goals for Social

11. • No brand recognition (Name ID)
• Political outsider
• Evolving team dynamics
• Lack of money
Challenges

12. • Drive dialogue
• Organize
• Capitalize on core competencies of
candidate/team (e.g SEO)
• Create competitive presence versus
competitors
Strategy

13. • Top priority
• Original content, disruptive imagery
• Continuous monitoring & posting
• Multiple platforms and social networks
Strategy: Dialogue

14. • Social Ambassadors Program
• Field integrated with digital
• Engaged with negative comments
Strategy: Organizing

15. • Solid search presence across keywords
• Awareness driver
• Strategic content creation
• Opportunity to highlight own content
• Whole team naturally used social media
Strategy: Core Competency

16. • Need balance of sponsored stories
• Promoted posts performed best
• Decide based on CTR, Frequency, Reach
• Update imagery and messaging
• Start with baseline, then segment
• Rapid response based on opposition research
Strategy: Presence

17. Specifics & Learnings

18. • Live-tweeted debates
• Unafraid of disagreements
• High production quality
• #LetEPdebate, #LAMayor, #TeamPleitez,
#LADebate
• Everyone you engage can be a volunteer,
voter, or donor
Tactics

19. Examples

20. Examples

21. • Segment your audiences
• Create and stick to posting calendar
• Steal, pillage, and embed
• Not all platforms are the same
• Develop content creation processes
• Open up content creation to everyone
• Integrate field with digital
Learnings

22. City-wide race

23. • Engage voters face-to-face
• Generate media coverage
• Play on notion of “candidate running the
streets”
• Start strong, finish stronger
Goals

25. • 100 miles in 6 days
• Run/bike combination
• Canoga Park to San Pedro
• Merge field and digital
Execution

26. • 85 run, 40 bike
• 550+ miles by run team
• Media coverage
• Social love
• Team chemistry
Results

27. Discussion and
let’s circle back