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A presentation given by Managing Partner Brett Bell of Grassroots Online on April 7, 2014 to an "Advocacy & Government Relations" course at Ryerson University in Toronto, Ontario. The presentation looks at the need to develop an online campaign presence and some general rules on how to develop a successful online engagement effort.
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Social Media
Mobilization
Brett Bell Grassroots Online
April 7, 2014
About grassroots online
What we do: Founded in 2009, Grassroots Online develops and manages online advocacy campaigns for private sector clients, industry associations and non-profits.
Today’s Agenda
Why social media is important in Canada? Advocacy vs Marketing Tackling “The Obama Myth” Challenges & Opportunities 8 Rules For Your Online Campaign
83% of Canadians use the Internet
34.6 hours
Canadians spend a total of
per month online, versus global average of 24.2 hours
Smartphones rule
of Canadians own a smartphone, up 13% from last year.
75%
Social media + politics 39% 43%
of Internet users participate in political or civic activities on social networking sites.
have decided to learn more about a candidate from something they saw on social media.
Facebook News Feed
of Facebook users mostly see news when on Facebook for other reasons.
78%
Like to like
38% of Internet users say that ”liking” something is their preferred political activity online.
Advocacy vs marketing
• A product or service that customers (potentially) want
• Immediate reward • Competitors
• Something the organization needs/wants
• Delayed or indirect reward • Direct opponents or
opposing viewpoints
The Obama myth
“(Obama’s success) wouldn’t have happened if we didn’t have the right message and the right messenger.”
Scott Goodstein, Digital Director 2008 Obama Campaign
Obama Vs Canada
$1 Billion
$22M
300 staff
5-7 staff
200 Digital
50 Technology
50 Analytics
Social
Challenge: Resources
TV
Challenge: Competing for attention
81% 80% 53% 63% 54%
Catch up with friends
Personal content
Entertainment
Shopping
News
OPPORTUNITY: Targeting Audience
Unlike traditional media, you can segment your audiences more effectively, pushing different messages to different audiences.
Communicate emotion.
Opportunity:
OPPORTUNITY: TRACKING PROGRESS
Social media provides the ability to track exactly who saw your message and who took action.
Execution Consumption Sharing Action
Simple rules for mobilizing audiences online
Rule 1: Go Where The Fish Are
Find out where your audience is and go to them. Don’t expect them to come to you.
Rule 2: Self Interest Motivates
Craft a message that appeals to the personal motivations of your audience.
Traffic
Rule 3: USE Emotion
Rule 4: Authenticity IS KEY
Social media is about personal connection. Show the human side of the campaign wherever possible.
Click Here
Rule 5: One Call To Action
Identify what you want your audience to do and make that the sole focus of your content.
Rule 6: Get Contact Information
To be able to continue communicating with your audience, you need to have a way of contacting them.
Enter Your Email Address
Rule 7: Show Social Proof
To build a sense of community and momentum, provide indications that others are participating.
Rule 8: Leave Broadcasting To The News
Where possible, engage with your community rather than speak at them. Give them an active role, not just serve as the audience.
Key takeaways
1. Despite ability to target and segment audiences, still must compete for resources with traditional communications
2. Advocacy is different than marketing, although the tools are similar
3. Understand what motivates your audience and appeal to those motivations
4. Make it easy for them to engage and share 5. Authenticity is key; be more than a press release
Questions?