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This presentation walks through the basics of how political campaigns can practically leverage social media for their efforts.
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Social Media for CampaignsBuilding a successful social media strategy
Clay Schossow, New Media Campaigns@newmediaclay
New Media Campaigns
● 12 Person Agency in Carrboro
● Full-service digital agency with a focus on politics
● Clients include local, state, and federal campaigns.
● Worked on more than 100 online campaigns
● Featured in BBC, BusinessWeek, Inc, N&O, and more
Defining Social Media
● Networks of connected individuals who consume, share, and create content
● Vary between fully open and walled gardens
● Some are full ecosystems
● Each has its own set of norms and rules
● 90-9-1 Rule
The Benefit to Campaigns● Engage with constituents and voters
● Interact with media directly and get ahead of stories
● Network effect w/ more ppl talking about campaign
● Have content in a different search network to be discovered and indexed by Google
● Gauge sentiment on issues
Social Media Won't On Its Own...● Replace polling (yet)
● Make a boring campaign exciting
● Fundraise from big donors
● Persuade voters leaning against you
Where to Focus?
● Internet is a Medium of Media with a lot of options
● Campaign style and candidate
● Big Four (the minimum to have): Facebook, Twitter, YouTube, Flickr
● Other options: Tumblr, Foursquare, Instagram, Pinterest, and more
How to Leverage
● Each network has its own style
● Integrate into campaign site
● Customize with campaign brand
● Gather data where possible
● Give some kind of premium to connections
● Each new connection is annuity toward future
Building a Social Media Strategy
● Important to have a strategy
● Know who owns each account - preferably close to candidate
● Certain things play better online than offline
● Guidelines for messaging
● More natural than planned and be prepared to abandon scheduled posts
Using the Big 4
Faceboook
● Images are shared the most
Faceboook
● Custom Tabs to gather data
● Post less frequently than Twitter, unique from website
● Having voters send messages to friends - key innovation in Obama campaign
● Build audience with promoted posts. Ripple effect with other friends wanting to get involved
vs.
● Rapid way to get messages out and engage
● Great way to engage (RTs, Follow Back, etc)
● Not just a stream of donation asks and news releases. Stay on message, but talk about diverse things.
● Amplify message during debates and speeches w/ live tweeting. Hashtag for events.
● Promoted Tweets
YouTube and Flickr
● Big search networks
● Makes media accessible on website w/ integration
● Quality can take a backseat to authenticity
● Pre-Roll Ads with YouTube
One More...
Email - The Original Social Network
● Everyone is connected through Email
● Most effective for fundraising
● No longer a universal best time - all times are fair game and use your own data
● A/B Test Everything! (Amounts, Subjects, etc.)
● "Hey"
How to Use Influence
● Share Petitions for data gathering
● Amplify Message
● Interact with decision influencers
● Organize people for events
● Inject personality into campaign
A Purely Social Campaign - The Four
Conclusion
● Use the networks that fit you
● Have a strategy
● It's not all about you!
● Execute according to each network's rules
● Integrate across online properties
● Use your influence
