Launching a Social Media Program
description
Transcript of Launching a Social Media Program
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Launching a Social Media Program
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Players
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Activities
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Environment
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Ideas
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Start Early
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Build to scale
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Innovate when necessary – do everything else incrementally better
“Do the cool well – do the boring really well”
Measure success + failure
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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
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Play where your supporters are – not where you think they are
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Channel online enthusiasm into specific, targeted activities that further campaign goals
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Integrate online advocacy into
every element of the campaign
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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”
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Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingTexting More Proactive
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Advocate Social Personal
Create a groupRecruit othersHost an eventHost blogCoalition leader
Create a profilePost picturesWrite blog postJoin a group
Email / TextVolunteer WalkPhoneDonate
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Tools
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Remember
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It is new
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Social Media +Social Marketing
For You andYour Organization
Marc Ross @ 2ndSixSession 1
MeasuringEfforts + Activity
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Value in the long tail
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It doesn’t take a lot to be in the top
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Who is engaging with you?
TastemakerTrendspotter
Opinion LeaderExpert
RingleaderCelebrity
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Old Way = measure what you paid forNew Way = measure what happened
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You can’t manage what you can’t measure
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It takes a team effort
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DIDM
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Result
D = Define your goals
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I = Identify the metrics that represent those goals
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D = Determine the tools + methodology for measuring your metrics
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M = Measure
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Qualitative
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Campaign Engagement+
Participation in Relevant Discussions
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Quality of the discussions
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Loyalty of supporters
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Reputation
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Amount + Quality of interactions with supporters
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Information + Ideas your supporters provide and exchange
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Quantitative
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Number of visitors and/or amount of traffic
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Action Items
Join email listCreate an account
Joint text messaging Follow TwitterJoin Fan PageForward video
Share presentation
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Amount of timespent on site
and/or with brand
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Where are they coming from?
CityLocationNeighborhoodWebsiteSocial NetworkWOM
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KeywordsSearch Terms
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What are your most popular?
WebpagesActivities
Responses
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Trends
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Movable Press + Printing Press
Telephone
Motion Pictures
Television
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Chief
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US Internet Users ‘09 = 231m
US Social Network Users on Once a Month
‘08 = 79m‘09 = 88m
‘13 = 115m
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Online Use Next 5 YearsAdults = 50% increase
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Online Use Next 5 YearsAges 3-11 = 61% increase
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2008 Online Voter Activity59% Took part in some sort of campaign activity55% Searched for election information44% Sent or received campaign related emails39% Watched online political video37% Visited politically oriented websites or blogs
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Offline Drives Online = Online Drives Offline
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Americans spend 8 hours a day looking at and
interacting with screens
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In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
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Today’s college classroom
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AmateurAgile
Amped Voices
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Receive real time knowledge
that is actionable
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"live connections”
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Twitter applications
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LocationLocation Location
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Marc A. Ross@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.com