Download - Internet Advocacy Training
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Internet Advocacy
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Overview
1. What qualifies as social media?2. Why use social media?
3. Utilizing social media in advocacy campaigns
4. Internet advocacy case studies
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Social Media ToolsWeb sites Blogs
Social Networking platforms (Facebook, Flickr) Videos (YouTube) Twitter Social bookmarking sites (de.lic.ious, digg, stumbleupon)Wikis Instant messaging/chatting Texting
3rd
party sites (Meetup, Care2) RSSWeb 1.0 (email, list servs, bulletin boards, chat rooms)
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Were primarily going to talk about
Facebook YouTube
Twitter (plus third-party Twitter applications)
Blogging
But if you have questions about other social media tools, please feel free to ask!
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Why Use Social Media?
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You
Target
Targets
Creating New Relationships and / orDeepening Current Relationships Connecting on the Phone
and / or Over Email
Connecting in Person
You Friend
Leveraging Relationships
TAKES MINUTES: Adding Social Media to Your Tool Belt
TAKES DAYS: Operating without Social Media Connecting in Person
Connecting on the Phoneand / or Over Email
From: http://lesliebradshaw.com/?cat=485
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Why Facebook? More than 400 million active users.
People spend over 500 billion minutes per month on Facebook.
More than half of active users return daily.
Canada has the most users outside of the United States, with more than6 million active users.
75% of users are outside of college.
56% of users are over 25. Fastest growing demographic remains 25+.
Second most visited site on the Internet.
Facebook is no longer just for college and high school students peopleof all ages are on Facebook, including public officials!
Note: Facebook is your own personal brand. So keep tabs on your lifethere. (check privacy settings, tagged pictures, etc)
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Why YouTube? YouTube drew 5 Billion U.S. Online Video Views in July 2008.
51% YouTube users visit YouTube weekly or more often, and52 percent of 18-34 year-olds share videos often with friendsand colleagues.
Third most visited site on the Internet. (behind Google andFacebook).
Creating an advocacy video and posting it on YouTube isa great way to motivate people to take action on an issue!
Recruiting new advocates, raising awareness about a specific issue,rallying community members around a problem and prompting them totake a specific action.
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Creating an Advocacy Video Step 1: Know your audience.
Step 2: Finalize Your Messages
List out the most important messages for your audience and put them inorder of importance.
The video should be fora specific purpose, not aboutsomething. Know the action you want your audience to take.
Step 3: Choose Your Messengers Who can tell your story most compellingly for your audience?
Compelling and memorable personal stories are part of most powerfulvideos and stories. An expert interview may give credibility and help
elaborate nuanced legal or policy obligations.
Step 4: Choose Your Audiovisual Content What are the images and audio that can best support your video to
move your audience to action?
From: http://witnesstraining.wordpress.com/
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Advocacy Video Tips
1. The shorter the better.
2. Make your videos search friendly. Use tagsand descriptions properly when uploading toYouTube!
3. Research video-editing. If your videos looklike they were made by a professional they willdo better on YouTube.
4. Promote, promote, promote! To get views,you will have to do marketing of the videoyourself!
From: http://seo.seocompany.ca/youtube-tips/
When brainstorming for
your advocacy video
Do not ask:
What do we have tosayto get people to listen
to us?
Instead, ask:
What do people have tohearto get them to
listen to us?
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3,000,000 number of Tweets/day. (March 2008)
86,078 number of followers of the most active Twitteruser. (@kevinrose)
63% percentage of Twitter users that are male.
105,779,710 - registered users.
300,000 new users per day.
180 million - unique visitors come to the site every month.
55 million tweets per day.
From: http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html
Why ?
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Twitter 101Twitter asks, What are you doing in 140 characters or less.
Tweet: A message posted on Twitter. Must be 140 characters or less.
RT: If you see a tweet worth sharing, you can re-tweet (RT) it. Hashtag: A way to categorize Tweets. A hashtag is a topic with a hash
symbol ("#") at the beginning. Twitter hashtags, such as #KickButts, help
organize information on Twitter. For example, if you search for the hashtag#recipe, you will find hundreds of tweets containing recipes because the
Twitter user identified them as such.
Popular relevant hashtags: #health #smokefree #advocacy.
@username: A response or message to a specific Twitter user. Also knownas a mention.
For instance:Need a fun way to educate your peers about Big Tobacco? Try thisTobacco Underground Gameshow by @BeTheCatalyst:http://slidesha.re/apvczC
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#1: Publish useful tips or facts.
In other words, make sure your tweet has VALUE!
9 Twitter Essentials
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#2: Include a link.
9 Twitter Essentials
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#3: Retweet to acknowledge others.
#4: Say please.The best way to get
someone to RT you is
to ask them to.
9 Twitter Essentials
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#4: Reach out with follow friday (#FF).
#5: Answer other peoples tweets.
9 Twitter Essentials
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#6: Respond when something grabs your attention.
#7: Introduce yourself to new followers.
#8: Ask for help.
#9: Say thank you.
H/T: http://www.socialmediaexaminer.com/12-tips-to-engage-people-on-twitter/
9 Twitter Essentials
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Other Great Twitter Tools Twitpic: Allows you to upload photographs
Twitdoc: Share documents Twellow: Popular twitter directory
Twitsay: Record voice messages for Twitter
Twtpoll: Create online polls for Twitter
Act.ly: Petitions for Twitter
Tweetchat: Great for participating in a TwitterChat
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Act.ly Petitions
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Act.ly Petitions Create a petition targeting a specific Twitter user. (many public
officials and companies are now on Twitter).
Enter the text of your petition. Make it look professional.
You can see who has signed the petition on the side
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Act.ly Petitions
People can sign the petition from the petitions page or by just RTing it whenthey see it in their feed on Twitter.
The petition keeps track of how long it takes for your target to respond.
You can also easilypost the petition to
Facebook
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Act.ly PetitionsIf they respond, it shows their response at the bottom.
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Change.org Letters can be automatically routed to the users elected
federal or state representatives.
Or letters can be automatically sent to a specific target.
Integrated with Facebook and Twitter
Shows the number of Facebook shares and Tweets Easily create widget for the web
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Why ? 71 million blogs on the web.
22% report updating their own personal blog atleast once in the past week.
44% of teens percent report reading a blog atleast once a week.
Blogging is a great way to expand on a Tweet
and provide your followers with moreinformation. You can also import your blog poststo your Facebook fan page note section.
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Blogging Best Practices1. Develop a plan.
2. Remember, blogs take time to grow.
3. Cover a niche or be specific about topic.
4. Reach out to similar bloggers for help or promotion.
5. Update often!
6. Leave comments to get comments.
7. Respond to reader comments.
8. Publicize your blog (technorati, Facebook, blogcatalog, Twitter)
9. Cross-promote. Mention your blog in press releases, link back to it onYoutube, tweet when you have a new blog post, integrate your RSS feedon Facebook, include it in email signatures, etc).
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Dont Empower, Enable!
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A GoodFacebook Update,
Blog Post, Tweet
Shares timely and current news. Tells a story.
Promotes an event or cause. Makes your voice heard.
Shares information.
Motivates others to take action.
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How can you encourage your
fans/followers to take action?
Keep it focused. General requests will only leave your
fans confused. Focus on specific actions like sendingan email, leaving a comment on a Facebook page orcalling members of Congress.
Make it fun. Motivating your busy fans to take action ishard enough having a depressing, end-of-the-worldtheme to it wont help.
Always inject positive vibes into what youre doing sothat they know their actions make a difference.
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Promote your Facebook Page & Twitter
Embed the fan page Like Box and the Twitter stream box onyour website.
Invite your email subscribers to join your fan page and follow
you on Twitter.
Add your Facebook fan page and Twitter urls to your emailsignature.
Create a catchy landing tab with a video that explains exactlya) what your fan page is about, b) who its for and c) why theyshould become members.
Example: http://www.facebook.com/stevespangler
Take photos when you hold events and upload the photos toyour fan page. Encourage fans to tag themselves.
Upload videos and embed on your website.
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Link your Twitter account to your Facebook fan page so that youcan automatically post your Facebook content to Twitter.
Get fans and followers via text messaging.
Facebook: Youll need to get your first 25 fans and secure your username(ww.facebook.com/username). Then, to join your fan page, Facebook users just senda text message to 32665 with the words fan yourusername OR like yourusername
(without the quotes).
Twitter: Ask them to sign up for Twitter by texting START to 40404. Then, have themtext FOLLOW yourusername to 40404 (without the quotes)
Use Print Media. Your Facebook fan page, Twitter username, etc.,should be clearly displayed on all print media, including business cards,letterhead, brochure, print newsletter, magazine ads, and products.
From: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/
Promote your Facebook Page & Twitter
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Remember! Important to engage communities online, but dont utilize every tool just because its on the
web
Theres no formula for finding success online.
Research, research, research!
Get to know the communities youre trying to reach.
Dont be afraid for experiments to fail.
Social media doesnt replace traditional PR and media. It works best when the two work
together.
Social media may be cheap, but it takes time!
Social media should be seamless with traditional PR.
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Examples of Internet AdvocacyCampaigns!
(and how they could be improved)
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Case Study: Cancer No 9Fall 2007
RJ Reynolds launches Camel No. 9 in aneffort to gain a great market share amongwomen.
Full page ads started in January 2007
appearing in the following: InStyle Cosmopolitan Marie Claire
Vogue Elle Glamour Newsweek Lucky
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TFK Responds
Launch national action alert using Camel No. 9.
Start targeting bloggers and mobilizing on outrage.
Follow-up with another alert on April 4, 2007 to samelist.
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It Gets WorseSpring 2007
RJR releases ads next toadvertorial on vintageclothes highlightingvintage clothing shops
around the country. Release 100 version of
cigarettes.
Continue Ladies Nightevents.
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Targeting Vogue TFK decides to target Vogue magazine
because it had the largest share of
readers under 18.
Editor-in-chief, Anna Wintour, is an easytarget.
Launch action alert asking volunteers toe-mail or fax Vogue magazine. Alert takes
life of its own.
Over night, around 4,000 emails/faxes
are sent to Vogue.
Continue targeting bloggers.
Reach out to Facebook and create
groups.
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After 4,500 emails and
4,000 faxes, Vogue finallysent us a response.
We told some reporters
about it and got somegood media coverage.
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Cancer No. 9 Emerges
Female college student in
Oregon starts Myspace profilecalled Cancer No. 9.
Attends Ladies Night events
and sends TFK pictures of bling.
Designs her own series ofcounter-marketing posters anddistributes them before events.
TFK starts working with her.
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Protests to CamelNo. 9 promotionalparties were
planned onFacebook.
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RJR Feels the HeatNovember 27, 2007
R.J. Reynolds spokesperson,announces that RJR will pull allprint advertising on Camel brandsin 2008.
This was a business decision,designed to enhance theeffectiveness and efficiency of our
marketing programs, said JanSmith, a spokeswoman forReynolds.
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Discuss & Brainstorm!
1. What did the Cancer No. 9 campaign dowell?
2. If the Cancer No. 9 campaign washappening today, what additional socialmedia tools could we use? How?
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Case Study: Kelly Clarksons
Concert Kelly Clarksons April 29th concert in Jakarta,
Indonesia, was being sponsored and heavily
promoted by the tobacco company PT Djarumunder the name of its cigarette brand LA Lights.
Television, billboard and online ads for the
concert featured Clarksons image and the LALights logo and even carried health warnings,making clear they are cigarette ads.
Approximately 35% of the Indonesian populationsmokes, and tobacco use kills more than 200,000Indonesians each year. An estimated 78 percentof Indonesian smokers started before the age of19.
TFK R d
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Issued a press release.
Launched http://tobaccofreeidol.com/
We asked people to:
Post on Kelly's Facebook page: Tweet @KellyClarkson about it using the hashtag #tobaccofreeidol
Send an email to Kelly's manager, Narvel Blackstock
Created a Facebook group.
TFK Responds
K ll Cl k F & T b
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Kelly Clarkson Fans & Tobacco
Control Advocates Respond! Fans posted hundreds of messages on Clarksons Facebook fan page urging her to
renounce the sponsorship and sent more than 1,300 e-mails to Clarksonsmanagement.
They also utilized Twitter to send Kelly Clarkson messages urging her to drop thesponsorship.
The public outcry sent a powerful message to all entertainers that they should not beinvolved in marketing tobacco products, which spread death and disease throughout
the world.
Tobacco Control Advocates respond on
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Tobacco Control Advocates respond onFacebook
S !
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Success!
In recent days, Clarkson's Facebook page has been flooded withfans begging her to reject the cigarette sponsorship, saying she is
sending the wrong message to kids about smoking. Anti-tobaccogroups have blasted the singer for using her image to sell productsthat kill 200,000 Indonesians every year.- ABC News
Case Study: #LosetheCig
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Case Study: #LosetheCig
How it all started
2. Gary Ploski (@garyploski)
sent a tweet to @SupercoolAgency that said:
Your superhero issmoking? Thats not really
cool.
3. Supercools social media
strategist, WilliamChamberlain(@chamberlainwill), broughtit up with management.
1. Supercool Creative, a Los
Angeles marketing firm, wasusing a smoking superhero asits logo.
Case Study: #LosetheCig
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Case Study: #LosetheCig4. Supercool Creative said: If Supercool Creative gets 500
tweets telling us the logo is no good well change it onour business cards, letterhead, websites, social networking
sites everything.
5. Gary simply requested that people retweet@supercoolagency #losethecig.
6. Aden Miller(@adincmiller) posted a
notice on GLOBALink,the global tobacco controlnetwork.
Case Study: #LosetheCig
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Case Study: #LosetheCig
140 characters are not enough to explain a campaigns efforts!
Gary and William Chamberlain kicked off the campaign by writing ablog post.
Several other organizations and individuals blogged about it: Free & Clear, Path for the Blue Eye, National LGBT Tobacco
Control Network
Advocates RTd it, including: Scout (@scoutout), Director of the National LGBT Tobacco Control Network
Cristine Delnevo (@lozzola), Director of the Center for Tobacco Surveillanceand Evaluation Research at University of Medicine and Dentistry of New Jersey
Campaign for Tobacco-Free Kids (@tobaccofreekids) Doug Ulman (@livestrongceo), CEO of the Livestrong Foundation
Legacy Youth Activism (@LegacyYouthAct)
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Case Study: #LosetheCigExample Tweets
@lgbttobacco: ACTION ALERT: with 500 RTs, this ad agencyagreed to drop the cig from their logo.
@KickButtsDay: Attn Advocates! Please tweet to@SupercoolAgency & ask them to change their logo LoseTheCig!
@MissHealth: Hey @SupercoolAgency, 6.3+ million kids alivetoday will die from a smoking-related disease. That's not cool.Change the logo & #LosetheCig
@FightforAirNY: Have you joined the #LosetheCig effort?We're trying to get @SupercoolAgency to #LoseTheCig in theirlogo.
Case Study: #LosetheCig
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Case Study: #LosetheCigSuccess!
Reached 500 unique tweets in 10-days.
Lessons Learned: Hashtags are important. Tweet to specific known tobacco control or public health advocates and
ask for their support. Use blogs to support your campaign. Ask Twitter users with a large number of followers to support you. It takes a lot of work.
Gary reached out to about 50 anti-smoking and health-related blogs with asummary of the cause. He kept up the ongoing call to action after the firstweek of ramping up the campaign and made sure to connect with each and
every one of the Twitter users who participated in it, even if it was simply toask them to repost the campaign message a second time.
Ways it could have been improved?
http://www.adinmiller.com/content/lessons-advocacy-campaign-twitter-losethecig-case-study
Results:Case Study: Special Olympics
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March 19
Jay Leno Show
I bowled a 129. Its like it was likeSpecial Olympics, orsomething.- President Obama
March 20
Story explodes
Organic Interest: Media & Blog Stories: 7,000+ Twitter Posts: 10,000+
The president
made an offhandremark makingfun of his ownbowling that wasin no wayintended to
disparage theSpecialOlympics.- Spokesman BillBurton
March 31Special Olympicslaunches social mediacampaign with help from NMS
3.8 million Impressions 55,000 Facebook users
10,000+ Pledges 16,000 video views 100+ blog posts 1,200 Tweets
High-ProfileTwitter Placements: John Mayer Rosalind Wiseman Chicago Tribune Fox5 (lead to on-air)
Today
Conversationcontinues
From: http://lesliebradshaw.com/?cat=485
Case Study: World Water Day
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Tactics Results
Simple, enjoyable content Gave online audience an asset to share
Raised over 400,000 liters of water
25 high-value blog posts 191,489 impressions
MediaSharing
Blogs
SocialNetworks
Twitter
110 targeted Facebook ads Facebook group: 2,100+ members
From: http://lesliebradshaw.com/?cat=485
Tweet your questions to @MissHealthusing the hashtag #CCSocMed
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SAP 2009 / Page 55
g g& if I run out of time, Ill answer them after thissession