here comes social advocacy (the full monty)
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Transcript of here comes social advocacy (the full monty)
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americanprogress.org
Here Comes Social Advocacy
Alan Rosenblatt, [email protected]
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague
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americanprogress.org
Dimensions of digital communication strategy
1-D 2-D 3-DInformation Action Community
One-way Communication
Two-way Communication
All-way Communication
Audience Interacts with Information
Audience Interacts with Campaign, Organization, or
Government
Audience Interacts with Each Other
Email Lists & Brochure Websites
(Broadcast & Narrowcast)
Transactional Websites (Information Exchange, Donations,
& Action)
Social Networks & Social Media (Grassroots &
Grasstops)
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americanprogress.org
Sherrington’s dog
• Sir Charles Sherrington (1904)• Pressure points• Stimulus• Threshold• Multiple pressure points• Sub-threshold
• Additive summation• Whole > Sum of the parts
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americanprogress.org
Online advocacy channels
• Email• Your website/blog• Social Networks (Facebook, Twitter, G+, Tumblr etc.)• Social Media (YouTube, Flickr, Slideshare, etc.)• Online Ads (Facebook, Google, etc.)• Mobile• Video games• Earned media (Blogs, news sites, etc.)
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americanprogress.org
SOCIAL ADVOCACY?What is…
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americanprogress.org
The way things were
Campaigns email activists (very few forward it)
Congress gets the email (but no
one knows for sure)
Activists send email to
Congress
• Email is a closed communication loop
• Email was the only online channel to reach Congress
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americanprogress.org
The way things are now
Congress can’t ignore because
the world can see!
Campaigns email activists &
promote on social media
Activists send email to Congress & msg via social
media
Activists sent to email/petition page,
twitter petition, Facebook wall, etc.
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americanprogress.org
ENGAGEMENTIt’s all about…
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americanprogress.org
It’s true: social media can reach the grassroots
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americanprogress.org
But more importantly: social media reaches influencers
• Traditional influencers• Press• Policy Professionals• Policymakers
• New influencers• State/issue bloggers, organizers, e-newsletter editors• Social network influencers
• Influencers extend & enhance your influence (trusted 3rd party validation)
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americanprogress.org
Who do people trust?
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americanprogress.org
Size isn’t everything
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americanprogress.org
Engagement is everything
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americanprogress.org
Influence in action: The right followers
10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers).
12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper.
11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council.
1.
3.
2.
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americanprogress.org
AUDIENCEGrowing your…
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americanprogress.org
Get followers, then deepen your connection
1. Connect – Follow people you want following you
1. Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back.
2. Engage – Reply to people you want following you
1. Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse.
3. Recommend – Retweet/#FF followers you want
1. Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend).
4. Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection.
5. Remember, it is about exchanging VALUE
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americanprogress.org
Find influencers to follow – Directories
• Directories of influential tweeters• TweetProgress.us - Progressives• WeFollow.com – Keyword &
location• Tweetbe.at – Keywords• TwitterStates.com – Location• Listorious.com – Twitter Lists
• Use directories to search for people to follow
• Register on the directories so people find you
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americanprogress.org
Find influencers to follow – Articles
• Search on Google for “Top Tweeters” for an issue/topic• Top 100 Int’l Business• Top 20 UK Politics• The FP Twitterati 100• Top 50 Climate Tweeters• 50 Favorite Immigration
Tweeters
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americanprogress.org
Find influencers to follow – Drilling on Twitter
• Find an issue expert• Follow who they follow• Follow their followers• Follow their lists
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americanprogress.org
Find influencers to follow – Twitter Search
• Search keyword/hashtag• Click «Refine Search»• Refine search terms• Add hashtags to parameters• Search by location• Search by sentiment
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americanprogress.org
Clean your list – Unfollow dead weight
• Twitter limits• Until you have 2,000 followers, you can only follow 2,000• Beyond that, you can follow 15% more than follow you
• Purge followers to maintain room to grow• People who don’t follow you back (unless they are
interesting)• People who never retweet others• People who SPAM, shills, etc.
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americanprogress.org
Find dead weight to unfollow
• TwitClearner.com is a tool to find dead weight
• Log in and run report• Review report and unfollow
dead weight
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americanprogress.org
Semi-automate follow/unfollow process
• Tweetspinner.com finds people to follow & unfollow• Finds people you follow that
don’t follow back• Finds people to follow
• By keyword/hashtag
• By who they follow
• By who follows them
• You decide who to queue up for auto-follow/unfollow
• Modest monthly fee
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americanprogress.org
Content is King
Bottom line: •If you tweet good content, when people visit your profile, they are likely to follow. •If you tweet about their favorite topic(s), even more so.
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americanprogress.org
POLICYMAKERSTargeting…
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americanprogress.org
Finding government on social media
GOVSM.com
Facebook.com/Congress
Twitter.com/TheDemocrats/house-democrats
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americanprogress.org
Anatomy of a tweet – Targeting a senator
.@ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2
• Publicly targets Member of Congress• Trackable link to measure click throughs• Pushed to hashtag audiences
• Issue specific (#DADT)• State specific (#IA)• Ideological group (#p2)
•Alerts watchdogs• State blogger (@desmoinesdem)• State issue group (@OneIowa)
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americanprogress.org
Twitter petitions: Act.ly
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americanprogress.org
Obama campaign uses Twitter petitions
• Candidate Obama uses social advocacy
• Address/ZIP matching to Representative • If your Rep is Democrat, you get
to Tweet @SpeakerBoehner
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americanprogress.org
Targeting by hashtag
• How often is it used?• Busy – Large audience, lots of noise• Moderate – Best hashtag• Slow – No audience
• How many people are using it?• Many people – Big public conversation• 1 or 2 people – Private conversation
• What is the ratio of RTs:Tweets?• Ideal for network effect
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americanprogress.org
SUCCESSMeasuring…
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americanprogress.org
Metrics of success
• Audience engagement• You want RT, #FF, shares, comments, likes & 1+
• Audience quality & size• You want influencers, press & policymakers
• Driving traffic to your website & email lists• You want clicks & views
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americanprogress.org
Measuring influence
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Measuring influence: Twitalyzer dashboard
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americanprogress.org
Measuring URL referrals & reach
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Measuring audience growth: Facebook
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Measuring audience growth: Twitter
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americanprogress.org
Monitoring social media
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Measuring URL clicks
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americanprogress.org
Here Comes Social Advocacy
Alan Rosenblatt, [email protected]
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague