new & social media

NEW & SOCIAL MEDIA

The Leadership Institute


Barack Obama won in 2008 due to his social media marketing.

True or False?


False

True or False?


Designing your website:• Your biography. • The position. Running for…• Your issues.• Contribution page.• Integrate with your social networks.• An introductory video. • Disclaimer.• Email, info capture.

Campaign Website

Social Media


Social media is a conversation online.Look who’s talking…

• Your constituents. • Your employees.• Your donors.• Your critics.• Your fans. • Your competition…

And anyone who has internet access and an opinion.

The Social Media Conversation


The conversation is usually not: • Controlled.• Organized.• “On message.”

The conversation is:• Organic.• Complex.• Speaking in a human voice.

Social media is not a strategy or a tactic – it’s simply a channel.

Social Media is powered by...


• Social Networks. • News & Bookmarking.• Blogs.• Microblogging.• Message boards. • Wikis.• Virtual Reality.• Social Gaming.

“Do” in Social Media


• Be informative, useful, or entertaining.• Create a page to promote your campaign.• Post videos and reply to others.• Find new opportunities and voters.• Allow commenting and participate in the conversation.• Encourage a discussion and participate frequently.• Save band width costs on your website by hosting videos on

YouTube or Vimeo.• Explore targeted advertising opportunities.

“Don’t” in Social Media


• Just upload infomercials.• Try a hard sell approach.• Censor comments.• Be afraid to experiment until finding a formula that works.• Spam your fans/friends with frequent private messages – you’ll

scare them away.• Pull down other people’s videos showcasing your product for

copyright infringement.• Make your video longer that it needs to be – keep it concise and

entertaining.


Facebook

• Create a personal profile– Name & DOB– Current City– Favorite quotes, movies, books, and a brief bio

• Request “Friends”• Add status updates, “Like” Pages• Up to 5,000 friends• Upload and tag pictures or yourself and

friends


Facebook Profile


Facebook Profile

• Post frequently– Make sure it’s relevant, not spam

• End posts with a call to action– “Like” this post or share this post if you agree– What are your thoughts on the topic?– Invite your friends to this Page if you agree– Help us in our cause

• Encourage people to have dialogue on your wall and interact with them in return

Using Facebook Effectively


Facebook Posts


Message

Alter the title and description

Objective – get people to like and comment on the post

Facebook Photos


• Upload pictures taken at campaign events– Tag photos– Appropriate?

• Allows you to ask questions of your friends and their friends

• Multiple choice• Can be asked by pages

or personal profiles

Facebook Questions


Facebook Events


• Create a Facebook event for campaign events– Don’t rely on Facebook RSVPs

• For organizations, businesses and public figures

• Pages are managed by admins who have personal Facebook profiles

• Page information and posts are public to everyone

• Anyone can like a page to be connected with it• Create customized tabs

Facebook Pages


Creating a Facebook Page


Facebook Page Tips


• Naming your page– Use the candidate’s name, incase the candidate

runs for a different office in the future– Good example: John Doe– Bad example: John Doe for Dog Catcher

• 25+ Likes – Set your username– Keep it consistent with other networks

• 100 Likes – Locks name of the page

Facebook Insights: Track How You’re Doing


• You can target your ads to a specific audience• Costs associated with Facebook advertising:– CPC: Cost-per-click charges each time your ad is clicked– CPM: Cost-per-impression is the cost of per thousand

impressions

Advertising on Facebook


Target by location

Target by demographics

Target by education and employment

Target by likes and interests

EstimatedReach

Daily budget

Schedule for running the ads

Bid and CPC/CPM option

• How many people click the ad, “like” the page• How much does each click or thousand impressions cost• Stop poor performing ads and adjust bids

Advertising Analytics


• What is Twitter?– A real-time information network– Fastest source of news

• What are tweets?– Posts /updates that are limited to 140 characters– Similar to a Facebook status


• Personal Account– Business v. Personal

• Group Account– Name choices

• Usernames– Maintain consistency

between networks

Setting Up an Account


• Identify important bloggers, media, and local activists– Follow their conversations and interact with them

• It’s not the size of the list that matters, it’s the quality– Don’t just follow people to bait them into following

you– People will follow if you provide interesting

content

How to Approach Twitter


• Designate whether staff or candidate is tweeting

• Create buzz around campaign events, report live on campaign

How to Approach Twitter


• Tweet layout: @username [insert post]• A direct reply to someone referencing an earlier

tweet

• Use to initiate a conversation

Replies


1. Traditional re-tweet– Allows you to comment

2. Automated re-tweet– Streamlines process

3. Modified tweet– Preceded by “MT” rather than “RT”– Use if you modify a tweet, ex: change “two” to “2”

Re-tweets


• Keep your tweets under 120 characters so others can re-tweet your posts

Re-tweets


• # before a topic, ex: #CPAC– Use for promotional reasons/events

• Streamlines the search process • People rally behind creative hashtags

Hashtags


• Use URL shortener to reduce the size of hyperlinks1. goo.gl2. bit.ly3. ow.ly

• Example– Before: http://www.leadershipinstitute.org/training/• 44 characters

– After: http://bit.ly/4szXhz • 20 characters

URL Shortener


Mistaken Tweet Correction Tweet

American Red Cross: We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.

• Don’t delete tweets – retract and correct them– Example: American Red Cross

Twitter Mistakes


– Anthony Weiner (D-NY) – Peter Hoekstra (R-MI)• Breached security: “Just landed in

Baghdad.”

– Joe Miller• Arrogance: “Think I'll do some

house hunting while I'm in DC.”

Use Caution


• Think before you tweet• Remember everything you tweet could end up in the

news

TweetDeck Hootsuite

Twitter Platforms


• The David All Group– Free guide, 22 pages– What makes a good tweet– Conversing on Twitter– Twitter tools– Case studies

http://www.tweetwatchreport.com/twitter-essential-guide/

The Essential Guide to Twitter


YouTube


YouTube


• If statewide or federal campaign, apply for a YouTube politician account– Listed as an official political channel– Better branding opportunities– Longer video uploads

• Video ideas– Online bank of campaign ads– Candidate speaking “on the issues”– Testimonials from supporters– Footage of rallies and campaign events

THANK YOU!


Questions?

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