sxsw visual aid deck
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RYAN COHN Vice President of Social/Digital Operations
From Grassroots to Grasstops: Social Media for Advocacy and Public Affairs
• Impact of Social Media on Legislators
• Public Affairs Social Media Case Studies
• Memeology
(via Constitutional Management Foundation, 2011)
(via Cate Communications, 5/8/12)
FL 12 Legislative Study:
Public Opinion:
71% gauge public opinion on Facebook
61% gauge public opinion on Twitter
50% gauge public opinion on YouTube
Most Convincing Messages:
Personal Stories – 79.1% Very Effective
Local Impact – 76.7% Very Effective
Case Study: Moms Against CootiesClient: American Chemistry Council
Community Size: 40,000+ members (predominantly composed of women 22-40)
Messaging: Communication focuses on child-oriented disinfection and pro-kid imagery
Results: Embraced by Mommy Blogger community (70%+ positive sentiment); association members view as top outlet for combating opposing thought among moms
Case Study: Moms Against Cooties
Case Study: Healthy PoolsClient: Water Quality & Health Council
Community Size: 33,000+ members (predominantly composed of pool owners)
Messaging: Communication focuses on pool cleanliness and beautiful pool imagery
Results: 35,000+ free pool test strips ordered in 2011; association members view as top method for building a strong audience of consumers and influencers
Case Study: Healthy Pools
Case Study: Healthy Pools
Case Study: SB2442 UF Flagship BillClient: Tampa Bay Seminole Club
Community Size: 15,000+ members (predominantly composed of college students at FSU, USF, and UCF) within a week
Messaging: Communication focused on the negatives of the bill for those involved and gave members the tools and information to contact their politicians.
Results: Campaign led to major media mentions in the Gainesville Sun, Tallahassee Democrat, Florida Times-Union, and Florida Tribune. After significant pressure by group members, the bill was successfully amended to include all necessary parties.
Memeologymeme ( /ˈmiːm/; MEEM)) - "an idea, behavior or style that spreads from
person to person within a culture."
How to create effective infographics: http://www.epolitics.com/2012/05/07/anatomy-of-an-effective-online-infographic/
BONUS ADVICE
Katie HarbathManager, Public Policy at Facebookhttp://www.facebook.com/katieharbath
50 People In Politics You Should Follow On Facebook – Huffington Post, 5/7/12
• We've found that photos get 2x the engagement than just posts with text.
• Posting between 9PM and 10PM will get you the most engagement.
• If you do post text, use no more than 250 characters.
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