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Digital MediaIncorporating Digital Media into
Political Campaigns.
The Leadership Institute Digital Activism
The Leadership Institute Digital Activism
What is Digital Media?
The Leadership Institute Digital Activism
Digital Media - Engagement
The Key to Success in Digital Operations is
ENGAGEMENT
The Leadership Institute Digital Activism
Digital Media - Engagement
Ladder of engagement.
The Leadership Institute Digital Activism
Digital Media
Engagement is important.
BUTYou need a ONLINE NETWORK
to Engage with
Social networks
The Leadership Institute Digital Activism
The Leadership Institute Digital Activism
Social Networks
The Leadership Institute Digital Activism
Digital Platforms
• Which platforms to use? (web + social media)• Complete information on ALL platforms• Info should be consistent against all
platforms• Connect the platforms
The Leadership Institute Digital Activism
Facebook Tips
Successful 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/build
The Leadership Institute Digital Activism
Facebook Tips
Maximize 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 Institute Digital Activism
Facebook Engagement Comparisons
RNC DNC
1275395
622,061
48,654 59,816
Likes Talking About This
The Leadership Institute Digital Activism
Twitter Tips
The Leadership Institute Digital Activism
Twitter Tips
Maximize interaction on Twitter. The best way to get people to retweet
something is to ask them to retweet it.
The Leadership Institute Digital Activism
Social Media Monitoring
TweetDeck Hootsuite
The Leadership Institute Digital Activism
Digital Media
Digital Platforms are humming.
Now what?
LIST DEVELOPMENTBuild, Manage, Mobilize
The Leadership Institute Digital ActivismThe Leadership Institute Digital Activism
Building a List
The Leadership Institute Digital Activism
Building a List
List building methods. Offline Methods (canvassing, events) Website Signups. Landing Pages Online petitions. Online advertising. List rentals and exchanges.
The Leadership Institute Digital Activism
The Leadership Institute Digital Activism
Managing a List
Email Marketing Platforms. MailChimp Constant Contact Campaign Monitor iContact aWeber
The Leadership Institute Digital Activism
Managing a List
You 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 optimization
The Leadership Institute Digital Activism
Mobilizing a list
The Leadership Institute Digital Activism
Mobilizing a list
Use specific calls to action. Share an article on Facebook. Invite people to campaign events. Identify campaign volunteerw Solicit ampaign donations Turn out your supporters
The Leadership Institute Digital Activism
Digital Voter Contact
Can You Use Digital Media to perform:
Voter RegistrationVoter IDVoter PersuasionVoter TurnoutOrganization Building
The Leadership Institute Digital Activism
Digital GOTV
The Leadership Institute Digital Activism
Digital Media – In Review
Ladder of EngagementBuild Your PlatformsBuild Your ListsUtilize for Voter Contact
The Leadership Institute Digital Activism
Questions?
Digital Media in Political Campaigns
[email protected]/leadership-institute
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