The tech formerly known as social media.

Pleitez for LA Mayor 2013 digital organizing

Prepared for theNew Leaders Council

• Introductions

• Let’s talk about you

• EP’s perspective

• The problem

• Strategy to solve it

• Specifics and learnings

• City-wide race case study

Agenda

Introductions

• Role in campaign: Candidate and visionary

• Past lives: Tech strategist, management consultant, financial analyst

• Other areas of expertise: Nonprofit and leadership development, mentorship, organizing

• @EmanuelPleitez

Emanuel Pleitez

• Role in campaign: Director of Digital Outreach

• Past lives: Advertising exec, writing coach

• Other areas of expertise: Nonprofit, youth development, public speaking

• @JuanSVas

Juan Vasquez

• Role in campaign: Deputy of Digital Outreach

• Past lives: OFA RFD, Public Allies in Silicon Valley

• Other areas of expertise: Violence against women advocacy, German literary studies

• @ZoeKipping

Zoe Kipping

• Name

• Twitter handle

• How you’ve used social media for political reasons?

Your turn

What do you want to get out of this discussion?

Let’s dig in...

• Build localized presence

• Create relevant content to boost SEO

• Target specific audiences

• Engage people typically not engaged

EP’s Goals for Social

• No brand recognition (Name ID)

• Political outsider

• Evolving team dynamics

• Lack of money

Challenges

• Drive dialogue

• Organize

• Capitalize on core competencies of candidate/team (e.g SEO)

• Create competitive presence versus competitors

Strategy

• Top priority

• Original content, disruptive imagery

• Continuous monitoring & posting

• Multiple platforms and social networks

Strategy: Dialogue

• Social Ambassadors Program

• Field integrated with digital

• Engaged with negative comments

Strategy: Organizing

• Solid search presence across keywords

• Awareness driver

• Strategic content creation

• Opportunity to highlight own content

• Whole team naturally used social media

Strategy: Core Competency

• Need balance of sponsored stories

• Promoted posts performed best

• Decide based on CTR, Frequency, Reach

• Update imagery and messaging

• Start with baseline, then segment

• Rapid response based on opposition research

Strategy: Presence

Specifics & Learnings

• Live-tweeted debates

• Unafraid of disagreements

• High production quality

• #LetEPdebate, #LAMayor, #TeamPleitez, #LADebate

• Everyone you engage can be a volunteer, voter, or donor

Tactics

Examples

Examples

• Segment your audiences

• Create and stick to posting calendar

• Steal, pillage, and embed

• Not all platforms are the same

• Develop content creation processes

• Open up content creation to everyone

• Integrate field with digital

Learnings

City-wide race

• Engage voters face-to-face

• Generate media coverage

• Play on notion of “candidate running the streets”

• Start strong, finish stronger

Goals

• 100 miles in 6 days

• Run/bike combination

• Canoga Park to San Pedro

• Merge field and digital

Execution

• 85 run, 40 bike

• 550+ miles by run team

• Media coverage

• Social love

• Team chemistry

Results

Discussion andlet’s circle back