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Developing Grassroots Campaigns to Build Your Social Presence
Mary Leschper Social Media Analyst
The American Petroleum Ins@tute June 11, 2014
Grassroots Campaigns of the Past • Local • Face-‐to-‐Face or Door-‐to-‐Door outreach • Neighbors • Community leaders • Local influencers • Friends
Grassroots Campaigns in a Digital World
• Socially and virtually engaged • State/na@onal/global scale • 24/7 cycle • Increasingly mobile • Short, Sharp, Sharable • Integrated • Mul@ple channels
Know Your Audience
Influencers Lawmakers
State/Federal Agencies
Local Government Senators
Congressmen
Environmental Celebri;es City Councils
American Public Customers
Land Owners Environmental
Workers
Manufacturers
Families
Parents
Concerned Ci;zens
Business Owners Royalty Owners Investors
Traders
Board Members Investors
Traders
Board Members
Know How Your Audience Digests Informa@on
• Increasingly mobile • “TwiVer Genera@on” • More and more, folks get their news from social
channels • What channels are they using? • When are they using? • Who are they following? • And retwee@ng? • And sharing? • And engaging with?
Reaching Your Target Audience • Make them click • Images, videos play beVer in the online and mobile
world • Make the click worth it • Give them a reason to make the call to ac@on • Timely and @meless • Play into pop culture • Personal/Personality
Choose Energy • Integrated Approach • Tweets, blog posts,
news ar@cles, photos • Promoted posts • Videos
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