pa summit 2012
TRANSCRIPT
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Beth BeckerProgressive PST@Spedwybabs
Alan RosenblattCenter for American Progress@DrDigiPol
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Social Media: A definition
• Social: 1. pertaining to, devoted to, or characterized by friendly
companionship or relations: a social club. 2. seeking or enjoying the companionship of others; friendly;
sociable; gregarious.
• Mediathe means of communication, as radio and television,
newspapers, and magazines, that reach or influence people widely
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The way things were: Email Advocacy
Campaigns email activists (very few forward it)
Congress gets the email (but no
one knows for sure)
Activists send email to
Congress
• Email is a closed communication loop
• Email was the only online channel to reach Congress
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The way things are now: Social Advocacy
Congress can’t ignore because
the world can see!
Campaigns email activists &
promote on social media
Activists send email to Congress & msg via social
media
Activists sent to email/petition page,
twitter petition, Facebook wall, etc.
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Questions to Ask YourselfWhat do I want to say?
When do I want to say it?
Who do I want to say it to?
Who do I want my audience to repeat it to?
What areas of interest exist between us & our audience?
Where does my audience live?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goals?
What other pieces are there to this campaign and how can social media complement them?
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Category Number
Worldwide Users 100 million +
% of Users Access via Smartphone 55%
Average # of Tweets/Day 230 million
Estimated % of Passive Users 40%
The Racial Gap 25% users African American, 16% Caucasian
Racial Gap part 2 Largest growth: Latinos at 33% monthly
The Age Gap Largest age group: 18-29 at 18%
Bridging the Age Gap Largest growth: 30-49 at 14% growth
Income Over 50% over %50,000/year
Geographic Location 15% Urban, 10% Rural
% of Internet Users who Admit using Twitter
13%
Know the Twitter Audience in General
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Category Number
Worldwide Users 600 million +
% of Users Access via Smartphone 200 million +
The Age Gap 18-25= 35% of all users
Bridging the Age Gap 50 and older= 12% and rising 58% yearly
% of FB users related to overall web use 72%
Page Post Impressions % 10% of fans see any one update
Profile Post Impressions % 10% of your friends see your status updates
Gender Gap Myth 298 million male- 288 million female
Average time spent on FB/week 7.5 hours
Know the Facebook Audience in General
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Social media reaches influencers
• Traditional influencers• Press• Policy Professionals• Policymakers
• New influencers• State/issue bloggers, organizers, e-newsletter
editors• Social network influencers
• Influencers extend & enhance your influence (trusted 3rd party validation)
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Emerging Social Networks
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Don’t be fooled
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Engagement
Authenticity
Holistic
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Engagement is everything
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Audience
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Engagement
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Get followers, then deepen your connection1. Connect – Follow people you want following you
Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back.
2. Engage – Reply to people you want following youNot everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse.
3. Recommend – Retweet/#FF followers you wantRecommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend).
4. Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection.
5. Remember, it is about exchanging VALUE
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Twitter Lists
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Measuring influence: Twitalyzer dashboard
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Measuring URL referrals & reach
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Measuring audience growth: Facebook
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Shortened & Customized URLs1
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Measuring URL clicks
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