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Launching a Social Media Program
Players
Activities
Environment
Ideas
Start Early
Build to scale
Innovate when necessary – do everything else incrementally better
“Do the cool well – do the boring really well”
Measure success + failure
Easy to Find + Easy to Forward
Use creative urls + twitter names + same search terms
Provide content, text, videos, speeches, photos, call sheets, scripts + how-to guides
Encourage UGC
Play where your supporters are – not where you think they are
Channel online enthusiasm into specific, targeted activities that further campaign goals
Integrate online advocacy into
every element of the campaign
Steps of Activity
TechPresident notes, “provide opportunities for
the most casual supporters to stay
involved, while also providing more strenuous
opportunities for the smaller core of activists”
Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingTexting More Proactive
Advocate Social Personal
Create a groupRecruit othersHost an eventHost blogCoalition leader
Create a profilePost picturesWrite blog postJoin a group
Email / TextVolunteer WalkPhoneDonate
Tools
Remember
It is new
Social Media +Social Marketing
For You andYour Organization
Marc Ross @ 2ndSixSession 1
MeasuringEfforts + Activity
Value in the long tail
It doesn’t take a lot to be in the top
Who is engaging with you?
TastemakerTrendspotter
Opinion LeaderExpert
RingleaderCelebrity
Old Way = measure what you paid forNew Way = measure what happened
You can’t manage what you can’t measure
It takes a team effort
DIDM
Result
D = Define your goals
I = Identify the metrics that represent those goals
D = Determine the tools + methodology for measuring your metrics
M = Measure
Qualitative
Campaign Engagement+
Participation in Relevant Discussions
Quality of the discussions
Loyalty of supporters
Reputation
Amount + Quality of interactions with supporters
Information + Ideas your supporters provide and exchange
Quantitative
Number of visitors and/or amount of traffic
Action Items
Join email listCreate an account
Joint text messaging Follow TwitterJoin Fan PageForward video
Share presentation
Amount of timespent on site
and/or with brand
Where are they coming from?
CityLocationNeighborhoodWebsiteSocial NetworkWOM
KeywordsSearch Terms
What are your most popular?
WebpagesActivities
Responses
Trends
Movable Press + Printing Press
Telephone
Motion Pictures
Television
Chief
US Internet Users ‘09 = 231m
US Social Network Users on Once a Month
‘08 = 79m‘09 = 88m
‘13 = 115m
Online Use Next 5 YearsAdults = 50% increase
Online Use Next 5 YearsAges 3-11 = 61% increase
2008 Online Voter Activity59% Took part in some sort of campaign activity55% Searched for election information44% Sent or received campaign related emails39% Watched online political video37% Visited politically oriented websites or blogs
Offline Drives Online = Online Drives Offline
Americans spend 8 hours a day looking at and
interacting with screens
In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
Today’s college classroom
AmateurAgile
Amped Voices
Receive real time knowledge
that is actionable
"live connections”
Twitter applications
LocationLocation Location
Marc A. Ross@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.com
