smwnyc 2017 - good / craft & commerce - social action in a post-trump world

Social Action In A Post-Trump WorldHow to use this moment as a catalyst for good

#SMWposttrump or #SMWNYC

● Understand areas of opportunity for progress amidst a hostile

administration and divided political climate

● Gain tips for rapid response on social media amidst challenges like

fake news, online bullying, hate speech, etc

● Discuss how the social feed has fundamentally changed

pre and post election

#SMWposttrump | #SMWNYC

TAKEAWAYS

SPEAKERS

HEATHER HOLDRIDGEDIRECTOR OF DIGITAL STRATEGY,

PLANNED PARENTHOOD FEDERATION OF AMERICA | @PPFA

JENN STURM | @sturmDIRECTOR OF ONLINE ENGAGEMENT,

AMERICAN CIVIL LIBERTIES UNION | @ACLU

DUNCAN MEISEL | @duncanwritesSENIOR GLOBAL DIGITAL CAMPAIGN MANAGER,

350.ORG | @350

STEVE MENDELSOHNINTERIM EXECUTIVE DIRECTOR,

THE TREVOR PROJECT | @TrevorProject

JORDAN RUDEN | @jordandrudenCO-FOUNDER / PRINCIPAL,

CRAFT & COMMERCE | @craftandcom

STACEY LEASCA | @SLeascaDIGITAL DIRECTOR, GOOD | @good

TWEET US!

Have questions you want answered

during this panel?

Tweet @sleasca and hashtag

#SMWposttrump or #SMWNYC

BECAME

#SMWposttrump | #SMWNYC

GOOD

GOOD

#SMWposttrump | #SMWNYC

Live social coverage

Introduced new social outlets

Cross platform storytelling

What if your organization or brand does not want to or cannot enter

the fray?

How do we up our social game?

What if some of your followers are Trump supporters - What does

THAT look like?

Overheard in NPO Hallways

#SMWposttrump | #SMWNYC

The Shifting Marketplace

#SMWposttrump | #SMWNYC

A leading breast and ovarian health non-profit saw a multiyear education campaign with a proven track record see costs increase by more than 100%

An advocacy campaign which has been in market for less than two months saw e-mail acquisition costs drop by 50%

7 Days Post Election - Two Outcomes:

#SMWposttrump | #SMWNYC

Growth since November 9th

● Facebook - 185% ● Twitter - 280%● Instagram - 1400% (!!)

Weekend of January 28th

● 28 million video views on Facebook

● 630,000 mentions of @aclu on Twitter (@realDonaldTrump had @310,000)

● 4th most retweeted tweet

#SMWposttrump | #SMWNYC

#SMWposttrump | #SMWNYC

#SMWposttrump | #SMWNYC

#SMWposttrump | #SMWNYC

#SMWposttrump | #SMWNYC

#SMWposttrump | #SMWNYC

#SMWposttrump | #SMWNYC

Attention is the scarcest resource in today’s digital world

Attention is increasingly concentrated in social / mobile feeds

Social reach is increasingly pay-to-play

#SMWposttrump | #SMWNYC

THREE CRITICAL TRENDS

● Act like a person, not a bot

● Comment and reply as often as you can

● Explore new platforms and find where your audience lives

● Don’t be afraid to engage

● Yes analytics are great, but so are EMOTIONS and GUT INSTINCT

● Leverage paid social to reach not only your fans, but to scale growth and drive

mission delivery

#SMWposttrump | #SMWNYC

ACTIONABLE ADVICE

Tweet @sleasca and hashtag #SMWposttrump or #SMWNYC

HEATHER HOLDRIDGEDIRECTOR OF DIGITAL STRATEGY,

PLANNED PARENTHOOD FEDERATION OF AMERICA | @PPFA

JENN STURM | @sturmDIRECTOR OF ONLINE ENGAGEMENT,

AMERICAN CIVIL LIBERTIES UNION | @ACLU

DUNCAN MEISEL | @duncanwritesSENIOR GLOBAL DIGITAL CAMPAIGN MANAGER,

350.ORG | @350

STEVE MENDELSOHNINTERIM EXECUTIVE DIRECTOR,

THE TREVOR PROJECT | @TrevorProject

JORDAN RUDEN | @jordandrudenCO-FOUNDER / PRINCIPAL,

CRAFT & COMMERCE | @craftandcom

STACEY LEASCA | @sleascaDIGITAL DIRECTOR, GOOD | @good

QUESTIONS