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