Podcamp Toronto 2010

Telling My Story: Social Media and Union Politics

Glenn McKnightGlobal Catalysts Consulting Services

OverviewBackgound

Campaign Strategy

Campaign Tools

Election Results

What worked

What didn't work

Recommendations

BackgroundUnion politics and Social Media:

Presentation detailing the social media tools and techniques to build candidate awareness for the presidency of one of Canada's largest union of 22,000 members

The tools including video, Slideshare.net, Soundslides, Youtube, Blip.tv, Animoto Local online newspaper, Wordpress and more

Campaign StrategySet the stage as a

local long standing community member

Long history as an auto worker

Establish credibility as a legitimate union member

Campaign Tools

Identify the issuesLeadership

Currency

Relevancy

Economy

Politics

More

Approach

ApproachReach out and touch

the viewer

Short

Comedic

Edgy

Grasp attention

Encourage smart phone viral distribution

ToolsAnimoto, 18 short videos

30 sec free or unlimited video productions

Embed into blog, Facebook and Youtube

Wordpress Site

Slideshare, 5 slideshows

Slideshows Powerpoint and Open Office

Embed into blog, Facebook and Youtube

Youtube and Blip- 18

Short videos

Embed into blog, Facebook

Impact

Show me the moneyGoogle Search ( During election)

Highest ranking for Al Clarke, opponent, CAW, CAW Local 222

Slideshare.net

Five presentations

450 views

Audience size

Blog http://www.222talk.ca Google Analytics N/A

Youtube and Blip

Total over 1,900 hits

YouTube StatsViewership

Elections Results

Election ResultsMembership of 22,000 workers and retirees

working at 22 locations at Oshawa General Motors plant and feeder plants

Analysis

Chris Buckley 70%- 3,532

Al Clarke 30%- 1,143

Less than 21% voter turnout

9 out of 10 voters were retirees

What Worked

What WorkedIntegration of the key messages through all

the conventional media outlets including local newspaper ads and interviews, radio ads and flyers linking to the social media platforms

Setting the foundation for next election

Rapid deployment of content to various platforms over a 21 day period. Idea to implementation

What Didn't Work

Talent PoolCampaign started

too late

Lack of campaign focus and message

No integrated approach

No dedicated volunteer base

Not enough helpLack of talent pool to

disseminate information to thought leaders and influencers

No campaign volunteers to help build community for on Twitter, Facebook of Youtube channel

Not enough timeEntire campaign

lacked a definite brand

Too late in setting up YouTube channel

Slow turnaround time on content

Tools and Links

Technical ToolsSound Editing- Audacity

Video capture-Camtasia Studio 5

Photo editing- Adobe Photoshop CS4

Video editing-Adobe Premier

Storytelling- Soundslides

Sound bytes-Archives.org

Website- Wordpress

Slideshows- Open Office Impress

LinksAnimoto

http://animoto.com/play/ky1QpLR11z8bGuLuKBBBfg

Slidesharehttp://www.slideshare.net/logdon

Bloghttp://www.222talk.ca

Youtube http://www.youtube.com/watch?v=Y44w7vQtaQk

BlipTVhttp://blip.tv/file/3065984

ImagesFailure

http://www.uuuguild.com/ubelong2matt/randompictures/

Clock

http://www.ecolea.de/index.php?eID=tx_cms_showpic&file=uploads%2Fpics%2Flatestarter.jpg&width=500m&height=500&bodyTag=%3Cbody%20bgColor%3D%22%23ffffff%22%3E&wrap=%3Ca%20href%3D%22javascript%3Aclose%28%29%3B%22%3E%20%7C%20%3C%2Fa%3E&md5=96a078b9c182b6ee5a22a423c6105af7

Code for food

http://students.ed.uiuc.edu/dmelone2/EPSY590NET/code_for_food.jpg

Thats All Folks

http://www.pianopig.net/images/taf.jpg

Thank youCopies of Slideshow

at www.slideshare.net

Glenn McKnight

Twitter gmcknight

SKYPE gmcknightHttp://www.globalcatalysts.com