Social Media Immersion | 2011.04.16 social media training
-
Upload
national-community-reinvestment-coalition -
Category
Business
-
view
329 -
download
2
description
Transcript of Social Media Immersion | 2011.04.16 social media training
![Page 1: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/1.jpg)
Here Comes Social AdvocacyNCRC
April 16, 2011
Alan Rosenblatt, [email protected]
Twitter: @ProgressLeague, @CAPAction & @DrDigipolProgressleague.org
http://Facebook.com/AmericanProgressActionFacebook.com/DrDigipolYouTube.com/DrDigipolSlideshare.net/DrDigipol
![Page 2: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/2.jpg)
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
![Page 3: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/3.jpg)
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.
![Page 4: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/4.jpg)
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)
![Page 5: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/5.jpg)
Sherrington’s dog
• Sir Charles Sherrington (1904)• Pressure points• Stimulus• Threshold• Multiple pressure points• Sub-threshold
• Additive summation• Whole > Sum of the parts
![Page 6: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/6.jpg)
Social media can reach the grassroots
![Page 7: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/7.jpg)
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)
- Across US, Europe, Australia, and Japan. WSJ 10/12/2009
![Page 8: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/8.jpg)
Who do people trust?Among institutions, NGO’s most, but still lower than people
![Page 9: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/9.jpg)
Who do people trust?Experts & Peers
![Page 10: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/10.jpg)
Size isn’t everything
![Page 11: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/11.jpg)
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.
![Page 12: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/12.jpg)
Invest in emerging influencers
Stan
Spring ’09: Stan received information from CAP via email &
web
June ’09: Stan joins Twitter
July ’09: Stan has 40 followers;
starts retweeting @CAPAction
Today, Stan over 400 followers & continues to share his influence
w/ @CAPAction & other CAP/Action Twitter channels
Value to CAP/Action increases
![Page 13: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/13.jpg)
Growing your audience: Social means reciprocal
• Connect• Twitter: Follow• Facebook: Friend/Like
• Engage• Twitter: Retweet/Reply • Facebook: Like/Comment
• Recommend• Twitter: #FollowFriday (#FF), #ProgressiveTuesday,
#Women2Follow, #EcoMonday• Facebook: Share via Profile/Newsfeed
![Page 14: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/14.jpg)
Organize your social media champions w/ Lists
![Page 15: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/15.jpg)
Growing your Twitter audience: TweetSpinner
![Page 16: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/16.jpg)
Offline recruitment
• Events• Direct mail• Business cards• Networking
![Page 17: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/17.jpg)
Anatomy of a tweet
Hey @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)
![Page 18: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/18.jpg)
Understanding hashtags
![Page 19: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/19.jpg)
Twitter petitions: Act.ly
![Page 20: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/20.jpg)
Social Advocacy Case Study: ENOUGH
![Page 21: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/21.jpg)
Metrics of success
• Audience size• Audience engagement• Driving traffic to your website & email lists
![Page 22: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/22.jpg)
Measuring audience growth: Twitter
![Page 23: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/23.jpg)
Measuring audience growth: Facebook
![Page 24: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/24.jpg)
Monitoring social media
![Page 25: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/25.jpg)
Measuring influence
![Page 26: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/26.jpg)
Measuring URL referrals
![Page 27: Social Media Immersion | 2011.04.16 social media training](https://reader030.fdocuments.us/reader030/viewer/2022013003/54c0ebea4a79592b7a8b45db/html5/thumbnails/27.jpg)
Here Comes Social AdvocacyNCRC
April 16, 2011
Alan Rosenblatt, [email protected]
Twitter: @ProgressLeague, @CAPAction & @DrDigipolProgressleague.org
http://Facebook.com/AmericanProgressActionFacebook.com/DrDigipolYouTube.com/DrDigipolSlideshare.net/DrDigipol