campaigning with social media 101
DESCRIPTION
This presentation is a high level summary of how to use social media to run a community based or political campaign. It is designed for people who know very little about social media, but need to gain an understanding of it because of a project they have become involved in.TRANSCRIPT
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YindiWhy do you need to market your campaign ?
There are a lot of powerful, well connected, well resourced groups who are competing for the 10 Terminal site at Middle Head
There are probably other aboriginal based campaigns who want to compete against Bungaree Keeping Place for
• Visibility and influence in the Koori community• Access to government funding• Support and funding from potential sponsors
You need to get more return for the limited time and energy you have available for your campaign
the “WHY” question…
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YindiCampaign Objectives
1. .
2. .
3. .
4. .
5. .
“WHAT” do you want to achieve?
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YindiExamples of Campaign Objectives
o Build stronger alliances and partnerships within the Koori community
o Get potential followers to register to receive more information from you
o Convert interest into more active support e.g.
o Time doing admin work for campaign
o Time phoning people to enlist their support
o Distributing leaflets, etc
o Fundraising to support the campaign
o Become a local trusted source for information about Koori culture, activity, resources etc in the lower north shore
What is social media?
social media = people networking
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Yindi
• People like to communicate
• People like to learn information and new skills
• It is easier to learn from colleagues in a similar trade, profession, industry sector or local community
• Social media leverages the communications advantages of Internet-based technologies to foster people networking
Key facts about people networking or social media
Thanks to the Internet social media is virtually free!!!
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YindiHow do people network?
• High school old boys/girls associations
• University alma mater activities
• Professional associations
• Rotary, Lions, etc
• Commercial and professional conferences
Any common interest group
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YindiOverlapping Networks of People
Local Land Councils,etc, etc.
Localchurches
Local sports clubs;
cricket, baseball, soccer, lawn
bowls, netball, etc
Federal Govt,State Govt,
Local CouncilsLocal service clubs -Rotary, Lions, APEX,
Rostrum, etc
Local community organizations –Youth, retirees,
Chamber of Commerce, etc
Local schools,university
groupsand clubs
Professional groups local, national &
overseas
Arts groups,Aboriginal groups
Localbusinesses
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Yindi
Mapping your people networksin an entity relationship diagram
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Yindi
Multiple social media channels to target multiple niche markets
Use the most appropriate tools to reach each target market
Residents in your local
area
NSW community
Email campaigns + Facebook + Twitter
Other businesseswho may want to partner with you because of your
unique skills
Business clients in a narrow
vertical market
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YindiPulling it all together…
.
Linkedin.com Youtube
Google+
campaigning site for
posting + blogging
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Yindi
Daily monitoring of all social media channels
Blog
A holistic approach to campaigning
with social media
Create corporate Twitter a/c
Create “baits” to get eyeballs to blog sites
...
…
corporate profile
Personal a/c for CEO of your organisation
Multiple links to blog postsBuild a pipeline of blog stories 3-6 months out
Narrowcast each channel to a target market
Multiple social media channels to maximise coverage
Dedicated email a/c solely for campaigning activity
Frequent posts to stimulate interaction
Encourage readers to post comments and generate discussions
Create “baits” to get eyeballs to the
blogs
Create linking opportunities to web site
consistent stories
professional photos
corporate logo, look+feel
What is the most appropriate social media channel for your campaign?
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YindiOngoing activity in a campaigning campaign
Monitor activity at least weekly in all social media channels
Create a pipeline of new blog posts based on feedback from channels
Record the amount of activity in each social media channel
Constantly review/compare performance of each social media channel
If you cannot measure it you cannot manage it!
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YindiDo’s and Dont’s of Campaigning with Social Media
Do check each of your social media channels once or twice daily
Do follow up on each and every “touch” generated by any of your social media channels
Don’t expect an instant return on your time and effort
Don’t get bogged down in Search Engine Optimization (SEO) until you are getting hundreds of hits a week
Don’t try to change more than one aspect of your campain site at a time
Yindi SystemsACN 067 791 404
Spit Junction NSW 2088Australia
m: 0407 940 943int: +61 407 940 943e: [email protected]
Internet Architect
John Young
Yind
i Syste
ms