Social Media: A New Tool for Government Relations

U.S. Chamber Regional Government Affairs Conference

Chicago, IL — November 12, 2009

who is this guy?

who is this guy?The easy part is the Web site ...

The smart part is the engagement.

Luanne LawrenceVP for University AdvancementOregon State University

what is social media?

There’s No Such Thing as Social Media

There’s Just Media

what is social media?

Social Media Tools

Allow You to Better Connect with Your Network

today’s audience

This is all just a fad.

I don’t have time for this.

I don’t have the budget for this.

I’m scared.

It’s just for kids.

I love this stuff!

pop quiz

What is the one thing you will find at every single

conference you ever attend?

you’ve got mail?

the cocktail reception

Social Media is More Cocktail Reception Than Press Release

which tools should you use?

Where is Your Audience?

Choose the Tool that Fits the Campaign.

let’s focus on …

please don’t forget …

Email is the First and Largest Social Media Tool

the town hall ain’t dead

The New Town Hall

People Gathering, Exchanging Ideas and Getting Active

the town hall ain’t dead

the town hall ain’t dead

How Big is the Town Hall?Hotmail: 375 million active accounts

If Facebook was a country — it would be the 4th largest country on earth.

Yahoo: 280 million active accounts

getting social

How Big is the Town Hall?The number of US online video

viewers will grow to 188 million in 2013, from 144 million in 2009.

eMarketer.comJuly 2009

getting social

People’s use of the mobile phone and the internet is associated with larger

and more diverse discussion networks.

Pew Internet & American Life ProjectNovember 2009

it’s all about trust

77% of online U.S. adults trust ‘emails from people they know’ more than any other media.

Forrester Research, Inc.North American Technographics Media and Marketing Online Survey, 2008

it’s all about trust

The ‘Forward’ and the Status Update

Almost 1/5 of the entire online population publish or read status

updates on sites like Twitter.

key points

Social Media Strategy?

No — Content Strategy

key points

Not Enough Time for Social Media?

Then You’re Not Doing Your Job

key points

Please Kill the ‘E-Newsletter’ …

And the press release, too

(Audience shakes head, jeers)

key points

It’s Not Just About “Eyeballs”

It’s About Engagement … Activists

key points

It’s Not Just About Broadcasting

It’s About Listening

case study #1

The Tweeting Commissioner

case study: the tweeting commissioner

case study: the tweeting commissioner

…about Tony P’s tweet just now. About grand jury subpoenas.  I need to know if this is true? Where is he getting this? Would he go on-cam? Feds or Local?

Email from CBS Producer, 9/17/09, 4:46 p.m.

case study: the tweeting commissioner

This is developing fast.  He got a notice from Deloitte and Touche on this....he is willing to go on camera and discuss all with you. Best best - call him directly at 312-802-1855. Thanks! Curt

Reply to CBS Producer, 9/17/09, 5:04 p.m.

case study: the tweeting commissioner

“Cook County Auditors Drawn into Prosecutors Probe”

CBS 2 Chicago Story, 9/17/09, 5:40 p.m.

“County Commissioner Tony Peraica, a Republican and persistent critic of Democrat Stroger, tells CBS2 News Thursday evening the accounting firm Deloitte Touche revealed its auditors are being asked to testify before a grand jury regarding audits they've performed for Stroger.”

case study #2

The Facebooking Governor Candidate

case study: the facebooking governor candidate

3,00013,000

1,400

10,000

case study: the facebooking governor candidate

case study: the facebooking governor candidate

case study #3

Ax the Software Tax

case study: ax the software tax

case study: ax the software tax

2 Weeks to Stop this Tax

Targeted, Statewide Email List

Compelling Action Messaging

2,500 Emails to Legislators — Defeated Tax

case study #7

U.S. Chamber of Commerce

Institute for Legal Reform

case study #7

case study: u.s. chamber of commerce

“In its first day, about 5,000 individuals contacted Capitol Hill noting their opposition to the budget, according to Bill Miller, senior vice president at the chamber.”

Roll Call“Beware the Chamber”3/23/09

case study: u.s. chamber of commerce

case study: u.s. chamber of commerce

Curt Mercadantewww.MercStrategy.com

@curtmercadantehttp://facebook.com/mercstrategy

curtmerc