Issue Advocacy Using Social & Traditional Media--From Twitter to MSNBC in 24 Hours

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Build a Better User ExperienceNovember 29, 2007

Issue Advocacy Using Social and Traditional MediaFrom Twitter to MSNBC in 24 Hours

March 26, 2009


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About Siteworx, Inc.

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Web Strategy Consulting

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The Changing Face Of User Experience

Original definition: relegated to website or product experience

Changing definition: extends beyond your domain into search, external commentary, and social communities


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Web 2.0 was the rage(I’m sorry what is Web 2.0?)▪ Internal-centric

Now…Give me (I’m sorry what is Twitter?)▪ External-centric


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When planning, go beyond the architecture and experience of the product itself

Think about▪ Building your personal network▪ How you can communicate with them (push/pull)▪ And who is responsible for that communication


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Building Your Network

Good Habits and Patterns▪ View social networks as your business network

Just as you would extend a business card, connect using a network

Connecting with Mom or Dad is nice…but you can do better

At first, evaluate connections to ensure quality(not what you think)


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Associated Communities and Building Your Network

Force yourself to update▪ Personal ridiculousness is fine▪ Don’t assume you can interject impersonal business

solicitations!!!


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Force yourself to listen▪ Simply updating your profile and jumping ship will do

nothing for you▪ Comment on other people’s status when you see fit▪ View related groups▪ Figure out, “What’s being said” (More on this with

Shaun and Twitter Search)


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Set connection goals▪ 10 people (just getting used to it)▪ 20 people (still getting used to it…just connected to my

high school graduating class…wow)▪ 50 people (ok…got the hang of this. Starting to

interject my personal content with business)▪ 100+ (I’ve got something to say and a network I know

and trust to help spread the word)

What can you do with your network?


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Issue Advocacy Using Social (and Traditional) Media –(RT Please #Robos)

StopPoliticalCalls.org

Shaun Dakin: CEO & Founder

3/26/2009


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Agenda

Quickly: The Issue

The Start-Up – From the Old World to the New

Twitter Search: The Most Important Website Since Google?

Case Study: From Twitter to the Main Stream Media in 24 Hours

Everything You Need to Know, Now


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The Issue: Voter Privacy and Political Robocalls

Top form of political communication64% of voters received robocallsIn battleground states 10-15 robocalls a dayImpact:▪ Seniors▪ Stay at home mothers/dads▪ Night shift workers▪ All of us

Testified in US Senate February 28, 2008Op-Ed in the Washington Post on a Voter Privacy Bill of Rights


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The Start-Up – Old World To the New, With Little $

Commenting on EVERY article and blog posting I could find (Google Alerts)Blog Immediate feedback, credibility▪ Results: Print article August 2007, TV interview in

September▪ Feedback on positioning, messaging

Georgetown University Class for researchWebsite developed and launchedPR strategy, press release, pitch lists


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I Started @EndTheRoboCalls By Accident


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Twitter Search – The Most Important Site Since Google?


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Case Study: From Member / Twitter To Maddow (MSNBC) in 24 Hours

The Ground Work Long Hard Slog▪ Educate members to immediately report robocall activity▪ 12 months of media outreach, the traditional way

The Execution:1.Members sent email about robocall in CA2.Monitored Twitter Search to confirm / validate3.Distributed link to interested reporters4.Story in local media by morning and national media by that

same evening


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Email From Member About Robocall


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Twitter Search: The Real Time Conversation, Now


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My Response: 11:31 PM ET


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Blog It: ASAP


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Stupid Is...


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… As Stupid Does


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Email Reporters: Link to blog


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Results Maddow

http://www.youtube.com/watch?v=hUg1C0VLQH4


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So What?

85,000 plus members

Front pages: USA Today, LA Times, SF Chronicle, San Jose Mercury News

Live TV: CNN, MSNBC

Radio: NPR, XM, Fox, CBC, etc..

Bottom Line THE Expert on Robocalls▪ If a reporter wanted to interview someone about

Robocalls, I was the ONLY person in the nation


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For Nothing (Well Not $0, but)

1.5 year effort▪My time, 24/7▪ About $25,000 in family savings

Hard costs▪ ASP Website Content Management System▪ Public Relations Consulting▪ Insurance▪ Accountant


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Tools and Tips


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Don’t Do It

Social Media Takes Time, Lot’s Of It

You Must Be Engaged, Immediately and Authentically

Resource Allocation Decisions – Can’t Be an Intern


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If, You Do It

Listen ▪Who is talking about your (fill in the blank) and where?

Contribute ▪ Comment, post, twitter

Engage ▪ Blog, Twitter, etc…


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Twitter Tools - TweetDeck

What: Visualize multiple searches and create groups


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Twitter Tools - HootSuite

What: Tool to manage multiple Twitter Accounts; schedule Tweets in the future and Get Stats.


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Twitter Tools - HootSuite

What: Tool to manage multiple Twitter Accounts; schedule Tweets in the future and Get Stats.


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Twitter Tools - TweetLater

What: Tool to manage multiple Twitter Accounts and schedule Tweets in the future AND auto follow


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Twitter Tools - Twitterfeed

What: Automatically update your Twitter account with your blog posts.


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Twitterfeed Example


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Tweetizen – Twitter Groups


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I Polled My Followers Monday

For Blackberry users Twitterbery▪ http://www.orangatame.com/products/twitterberry/

TinyTwitter Love twitter and love tweeting from your mobile device? But don't want to get dinged for updates and double dinged for friend updates continually arriving via SMS?▪ http://www.tinytwitter.com/


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I Polled My Followers Monday

For Vista users @BlueAp▪ http://www.thirteen23.com/experiences/desktop/blu/

Another Twitter Desktop App - @Twhirl▪ http://www.twhirl.org/


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SNL

http://thinkdodone.typepad.com/ccd/2008/11/robocall-saturday-night-live-clip-finally.html


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Putting Social Connections in Context

Push (Traditional)Content Management PublicationRSSNewslettersSearch Engine MarketingPodcast or Video Broadcast

▪ Assumes the audience cares enough to interact, come back, or stay with you


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Push (Social)Status UpdateA URL Status UpdateDirect Messaging (Jim, did you see this?)NotesLinksMy GroupsMy Events

▪ Assumes you have a healthy network


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Pull (Traditional)Scan article/blog commentsScan forum stringsAsk your customer service deptReview your analyticsReview your search logs (this is as exciting as it sounds)Solicit audience feedback or contentSearchScan competitors


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Pull (Social)Search the community (Shaun will elaborate)Solicit conversation via StatusScan social network home screens religiously


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Kim The Food ReporterKeeps her publication fresh (Push Traditional)

Takes feedback and requests via “contact me” link (Pull Traditional)

Read her Facebook Newsfeed and saw Giovanni’s Recipe for

Pasta and Fagioli (no this is not a joke) (Pull Social)

Contacted Giovanni and asked to use his recipe for her next topic of publication (Pull Social)

Kim publishes new recipe (Push Traditional)

Kim notifies Giovanni (Push Social)

Kim posts a link via status update (Push Social)

Giovanni posts a link on his blog and status updates (Push Social)


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WHO HAS TIME TO DO THIS???


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Who is Responsible for Communication

First question is are you prepared to mix business and pleasure?

Actually not as time consuming as you’d think

Traditional tools are starting to provide optional social publishing capabilities


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Who is Responsible for Communication

Just give it to Marketing (Not Really)

Not going to go as far as “Everyone” but well…Everyone▪ Start by assigning representatives by major content area to ensure

someone has their ear to the grindstone

Understand how social communication can integrate within your day to day patterns and publications by actively planning for it▪ Share your experiences and learn from one another internally▪ Measure success by looking at your analytics and product trends

over a set time


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Thank you!

Shaun Dakin: [email protected]:

@EndTheRobocalls (Business)@IsCool (Personal)

Phone: 703-201-1146 (no robo calls please)

Web Address: http://www.siteworx.comEmail: [email protected]

Phone: 703-964-1700


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Shaun’s Latest Project - #AskPres

http://www.communitycounts.com/obama


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Twitter Strategy - @AskThePresident


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Case Study: Motrin – From Twitter …

The Ad

The Reaction

The Alternative

What Motrin did:▪Over weekend responded to moms▪ Took down offending ad▪ Suspended the entire campaign


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… To the Mainstream Media


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Who is using Twitter?

Dell – messages about discounts ($1.5 M)

Zappos – CEO Tweets, 435 employees

Comcast – Customer Service

Ford – Social Media Director

JetBlue – Customer Service


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Dell


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Zappos


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Comcast


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Ford


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JetBlue