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Launching a Social Media EffortMarc Ross @ 2ndSix
Session 3
Presentation
1.Players2.Activities3.Environment4.Ideas5.Trends6.Q&A
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
Bulletin BoardGroups vs. Pages
EventsSearch
Status UpdatesMore Formal
ProfessionalSerious
BusinessOrganizational Profile
GroupsSub-Groups
Status UpdatesEmail Updates
Dedicated Channel(s)Search
TagsShare
Multiple Videos2:30 minutes
Word PressBlogger
Regular CommentaryNews
GraphsPhotos/Video
Real Time WebInstant Web
Rapid ReportingSearch
search.twitter.comMicro-Blog
Target Reporters + InfluentialsDevelop Dialogue
Share This
Easily share contentAnalytics
StumbleUpon.comBrowse InterestsDiscover Content
CommunityTarget Audiences
PhotosCommunity
Search Tags
ShareEdit
Event PlanningEvent InvitationsPayment System
Share
90%
Within three feetof their cell phones 24
hours a day
Read their text messages
AnalysisSpeared Reach
SearchSchedule
Multiple Accounts
#Hashtags
Twitter AlertsSearch
Spread + Amplify ReachUpdate + Manage Multiple
Social Networks + Sites
Marc A. [email protected]@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.comWeb: 2ndSix.com