Post on 12-Jan-2016
Not Your AverageSocial Media Training
www.healthcare-now.org
May 2, 2015
Conference Wiki!
http://ohioinstitute.wikidot.com• Find the program and presentation materials for this keynote and every workshop being held today.
• Upload your own notes, photos, or video by creating a user account – just like Wikipedia!
• OR email me at ben@healthcare-now.org, and I will upload your notes, photos, or videos for you.
What’s Different AboutThis Social Media Training
1. I am not a social media expert!
What’s Different AboutThis Social Media Training
1. I am not a social media expert!
2. I won’t show you how to use social media today!
Don’t Panic!
1. I am an organizer.
2. Social media = new communication platforms supporting a range of old and new organizing tactics.
3. Cardinal rule of organizing: act strategically, don’t act tactically!
Goals of the Workshop
Learn strengths & weaknesses of online & offline platforms and the tactics they support.
Use tools for assessing the best tactics (online or offline) for achieving your organizing goals.
IF one or more social media platforms offer better tactics for achieving your organizing goals… know where to go to learn how to use the platform, build capacity, and use it!
Goals of the Workshop
Learn strengths & weaknesses of online & offline platforms and the tactics they support.
Use tools for assessing the best tactics (online or offline) for achieving your organizing goals.
IF one or more social media platforms offer better tactics for achieving your organizing goals… know where to go to learn how to use the platform, build capacity, and use it!
Goals of the Workshop
Learn strengths & weaknesses of online & offline platforms and the tactics they support.
Use tools for assessing the best tactics (online or offline) for achieving your organizing goals.
IF one or more social media platforms offer better tactics for achieving your organizing goals… know where to go to learn how to use the platform, build capacity, and use it!
Offline Online Social Media
Social
NetworksMicro
bloggingMedia
SharingMessaging
Apps
Organizing GoalsIn-
person
Phone
Direct Mail
Text/SMS
Web/Blog
Facebook/LinkedIn/Google+
TwitterInstagram/
Vine/YouTube/Pinterest
Snapchat/WhatsApp
Influence a Decision-Maker
Leadership Development
Build Community
Education
Base Building
Coalition Building
Fundraising
What Sets Social Media Apart?
• Lots of social media platforms.
• Social media platforms have shorter life-spans and constantly face new competition.
• They’re all structured differently.• The rules within a platform change
over time.
Text/SMS Cell phone Email Social Media
Twitter0%
10%20%30%40%50%60%70%80%90%
100%
39% 38% 37%
20%
4%
34%
44%
33% 35%
9%
27%18%
29%
45%
86%
A lot A little Not at all
Adult Communication Platforms
(Previous Day, Sept. 2014)
Age 18-29 Communication Platforms
(Used “A lot” the previous day)
Text/SMS Cell phone Email Social Media
Twitter0%
10%20%30%40%50%60%70%80%
68%
50%47%
38%
14%
Teens Use of Social Media Platforms
Platform Reach & Response Rates!
Platform Reach & Response Rates!
7,089 followers134 post reach
=1.89% view rate
6 engagements=
0.08% engagement rate
M+R: Email Open & Action Rates
social@Ogilvy: Facebook View Rates
2015: Twitter to Follow
Direct Mail: Crucial for Fundraising
From thefundraisingauthority.com:
Housefile mailings:5% - 15% response rates
Prospecting mailings:0.5% - 1.5% response rates
Text/SMS
• Highest open rates• Quickest read time • Highest click-through rates• Highest action rates
• Primarily a SMS/Txt Campaign• 200K march in DC, 1,000+ house parties, 1 million advocacy calls
What Platforms ImpactMembers of Congress? (2011)
In-Person Consti
tuent V
isits
Community Represe
ntative
s
Individuali
zed Le
tters
Individuali
zed Email
Town Hall Phone Comment
Phone Calls
Editoria
l Endorse
ment
Lobbyis
t Visi
t
Individual
Fax
Form
Letter
Form
Postcard
Socia
l Media
Site Comment
Form
Fax
0%5%
10%15%20%25%30%35%40%45%50% 46%
36%
20% 19% 17%14%
10% 8% 8%
1% 1% 1% 1% 0%
Offline Online Social Media
Social
NetworksMicro
bloggingMedia
SharingMessaging
Apps
Organizing GoalsIn-
person
Phone
Direct Mail
Text/SMS
Web/Blog
Facebook/LinkedIn/Google+
TwitterInstagram/
Vine/YouTube/Pinterest
Snapchat/WhatsApp
Influence a Decision-Maker
Leadership Development
Build Community
Education
Base Building
Coalition Building
Fundraising
Use Social Media’s Strengths
1. Identify your campaigns that social media can support effectively.
2. Accordingly, choose the platforms where you want to develop capacity and have the time and resources to do so, and develop a plan (see “Resources” page).
3. Develop a plan for moving social media contacts to other platforms (email, phone, SMS, mail) with stronger response rates.
4. Integrate social media actions appropriately into your campaign timelines.
Additional Resources!
http://ohioinstitute.wikidot.com
www.healthcare-now.org