Using Social Media to Launch Your Campaign or

Organization Brand and Message

September 19, 2011

What We're Going to Do Today

• Establishing your brand

• Translating brand into your digital presence

What You're Up Against

•  Each day, US adults absorb: •  34 GB data over 11.8

hours (USCD) •  65% of online adults use

social media (Pew) •  Adults using the internet as

primary news source up 17% between 2009-2010 (Pew)

•  1 in 4 adults accessed most of their 2010 campaign news online (Pew)

•  3-fold increase from 2002

Why START our presentation with branding?

•  Social media isn’t a SOLUTION, it’s a tool that can be deployed strategically in support of a larger organizational or campaign goal.

•  A brilliant social media strategy cannot compensate for a campaign or organization that lacks a strong, memorable brand.

What's a Brand?

**What promises does your brand make?**

Example: Ben & Jerry’s v. Godiva

Must-Haves of a Brand Promise

•  It must respond to a need or problem

•  It must differentiate you from the competition

•  It must be simple to understand o  It must be compact o  It must be easy for

customers to translate into their own words

o  It must be about one thing

•  It must be emotionally powerful

FedEx will get my package there overnight

Volvo will keep my family safe

Obama will change the direction of our country.

What are Messages?

It's the economy, stupid.

Content and Distribution Channels

Your brand is everywhere, and it’s consistent!

Platform: content

Email

TV/Ads

Twitter Search Mobile

PR

Facebook Online ads

YouTube Events Influencers (blogs)

Partner organizations

Baseline: Website

•  Your website houses your content

•  Content’s purpose: o  Who we are (delivering on the promise) o  How you can join us o  What we’re doing and why it’s so crucial o  Who pays the bills

•  Most people won’t come back to your site voluntarily…you need to go out and get them

Use Your Channels for Message Getting to know you •  Search engine visibility •  Presence on major platforms and networks •  Building the relationship

News/Rapid response •  Twitter (esp. for media and influentials) •  Email list •  Know what your opposition is doing online •  Mobilization

Niche marketing, not mass •  Use channels to tailor your message and make it relevant •  Build relationships

SEARCH

Source: Quantcast; http://www.slideshare.net/FredSolop/social-media-and-politics-may-20-2009

Message: Bulk Email

Collect email at every chance you get •  Site •  Events •  All posters, collateral

Google Groups •  Segment, internal

StreamSend, MyEmma, Constant Contact •  Stats, spam filters, segmenting

•  How does your email list bump up against social media?

Mobilizing

Mobilizing/Oppo

•  Google Calendar •  MeetUp •  Facebook •  Upcoming.com •  Office Hours •  Emails!

•  Google Alerts •  Free social media tools •  Compete.com

Running on PEOPLE

It’s all about retail politics! •  Thank you’s, follow ups and celebrations! •  Give people a chance to grow

LIST MAINTENANCE •  Your list is your source of power!

Social Events outside of just electoral work •  People come for the cause and stay for coffee

Social Networks are key •  They save money and time •  Positive use of social pressure – the bandwagon effect.

Source: Tanya Tarr, http://www.slideshare.net/tanyatarr/being-the-change-in-action

Social Networks are not a Silver Bullet

•  Social networks are the interactive visibility tool of the digital age

•  Thousands of followers or “likes” don't directly translate into votes or action

•  Social networks are only one tool at a campaign's disposal

Good Sites

•  epolitics.com •  NTEN.org •  neworganizing.com •  http://personaldemocracy.com/ •  What You Need to Know About Facebook Marketing: http://

bit.ly/ce4qLL •  PDF “Who to Hire”

Finally...

•  Don’t underestimate interns and young staffers

•  But don’t shortchange your web program. It IS worth your personal and loving attention!