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Digital Activism

Digital MediaIncorporating Digital Media into Political Campaigns. The Leadership InstituteDigital Activism

The Leadership InstituteDigital Activism

What is Digital Media?Explain the different social networks you can use: Facebook, Twitter, YouTube, Pinterest, etc.Dont use all of them. Each has a different purpose.Prioritize your time properly across the most important networks. 2The Leadership InstituteDigital Activism

Digital Media - EngagementThe Key to Success in Digital Operations is

ENGAGEMENTExplain the different social networks you can use: Facebook, Twitter, YouTube, Pinterest, etc.Dont use all of them. Each has a different purpose.Prioritize your time properly across the most important networks. 3The Leadership InstituteDigital Activism

Digital Media - Engagement

Ladder of engagement.This is the most important slide in the entire presentation. This is the key to both online and offline engagement. And especially online fundraising. If you dont understand it, then use Google.

The main point is that you need to give people specific calls to action that are a little harder than the last action they completed. You essentially walk them up each rung on the ladder of engagement.4The Leadership InstituteDigital Activism

Digital MediaEngagement is important.BUTYou need a ONLINE NETWORKto Engage withThis is the most important slide in the entire presentation. This is the key to both online and offline engagement. And especially online fundraising. If you dont understand it, then use Google.

The main point is that you need to give people specific calls to action that are a little harder than the last action they completed. You essentially walk them up each rung on the ladder of engagement.5Social networksThe Leadership InstituteDigital Activism

First circle: Those who are connected to you (i.e. people who like your Facebook page or follow you on Twitter)Second circle: Those who arent connected to you but are connected to those in your first circle. Your message reaches this group when those in your first circle share your content (i.e. share a Facebook post, retweet your tweet).Third circle: Those who are not connected to you or your first circle. Goal is to move those in third circle to first and second circle.6

The Leadership InstituteDigital Activism

Social NetworksPOINT TO BE MADE: 37 MILLION FOLLOWERS. (Actually 39M now)

Barack Obama started his 2012 campaign with 98% of American FB users within his first and second circles. He essentially had no third circle.

7The Leadership InstituteDigital Activism

Digital PlatformsWhich platforms to use? (web + social media)Complete information on ALL platformsInfo should be consistent against all platformsConnect the platforms

This is the most important slide in the entire presentation. This is the key to both online and offline engagement. And especially online fundraising. If you dont understand it, then use Google.

The main point is that you need to give people specific calls to action that are a little harder than the last action they completed. You essentially walk them up each rung on the ladder of engagement.8The Leadership InstituteDigital Activism

Facebook TipsSuccessful posts are short and visual.Posts between 100 and 250 characters get about 60% more likes, comments and shares.Photo albums, pictures, and videos get 180%, 120%, and 100% more engagement respectively.

Source: https://www.facebook.com/business/buildThe Leadership InstituteDigital Activism

Facebook TipsMaximize interaction on Facebook.The best way to get people to like or share something is to ask them to like or share it.

Learn best practices at this URL:https://www.facebook.com/business/ The Leadership InstituteDigital Activism

Facebook Engagement Comparisons

This is a snapshot in time on September 7, 2013. At this point in time, the DNC had more engagement than the RNC, despite the fact that the RNC has twice as many likes on Facebook. In other words, dont only focus on the size of the list. 11

The Leadership InstituteDigital Activism

Twitter TipsIn the picture, he has 34M followers.CURRENTLY HAS 41.5M followers

What are some of the reasons for twitter in a political context? More than just political snark.MessagingSharing important contentFollower engagement12The Leadership InstituteDigital Activism

Twitter TipsMaximize interaction on Twitter.The best way to get people to retweet something is to ask them to retweet it.

The Leadership InstituteDigital Activism

Social Media MonitoringTweetDeckHootsuite

Can monitor social media lists in real time.14The Leadership InstituteDigital Activism

Digital MediaDigital Platforms are humming. Now what?LIST DEVELOPMENTBuild, Manage, MobilizeThis is the most important slide in the entire presentation. This is the key to both online and offline engagement. And especially online fundraising. If you dont understand it, then use Google.

The main point is that you need to give people specific calls to action that are a little harder than the last action they completed. You essentially walk them up each rung on the ladder of engagement.15The Leadership InstituteDigital Activism

The Leadership InstituteDigital Activism

Building a ListThe Leadership InstituteDigital Activism

Building a ListList building methods.Offline Methods (canvassing, events)Website Signups.Landing PagesOnline petitions.Online advertising.List rentals and exchanges.

The Leadership InstituteDigital Activism

HERES a GREAT EXAMPLE OF LANDING PAGE TO BUILD EMAIL LIST18The Leadership InstituteDigital Activism

Managing a ListEmail Marketing Platforms.MailChimpConstant ContactCampaign MonitoriContactaWeberYou MUST have an email system to be able to manage list effectively

Build ListsSend email broadcastsNurture sequencesResults of email campaignsAnalytics, split testing and optimization19The Leadership InstituteDigital Activism

Managing a ListYou MUST have an email system to be able to manage list effectively

Build Lists Send email broadcasts Nurture sequences Results of email campaigns Analytics, split testing and optimizationYou MUST have an email system to be able to manage list effectively

Build ListsSend email broadcastsNurture sequencesResults of email campaignsAnalytics, split testing and optimization20

The Leadership InstituteDigital Activism

Mobilizing a listThe Leadership InstituteDigital Activism

Mobilizing a listUse specific calls to action.Share an article on Facebook.Invite people to campaign events.Identify campaign volunteerwSolicit ampaign donationsTurn out your supporters

The Leadership InstituteDigital Activism

Digital Voter ContactCan You Use Digital Media to perform:Voter RegistrationVoter IDVoter PersuasionVoter TurnoutOrganization Building

The Leadership InstituteDigital Activism

Digital GOTVThe Leadership InstituteDigital Activism

Digital Media In ReviewLadder of EngagementBuild Your PlatformsBuild Your ListsUtilize for Voter Contact

The Leadership InstituteDigital Activism

Questions?Digital Media in Political Campaignsdt@groundgamehq.comGroundGameHQ.com/leadership-institute