Social media is the only way to effectively reach certain demographics, yet many political candidates and organizations do not effectively use digital channels. This presentation describes why it's important to use the channels and how to get started.
1. The New Political Campaign:
Using Social Networking
Carol A. Spencer
RepublicanCarol@gmail.com
March 24, 2012
2. Why Do We Care?
Newspaper readership is plummeting
• 18 of the 25 largest newspapers circulated fewer copies
in the 1st quarter, 2011.
• Online circulation is increasing.
• 80% of consumers are unwilling to pay for news.
• Newspaper ads and letters to the editor are not
reaching voters.
3. Why Do We Care?
May 2000
• 47% — overall internet population of adults
• 78% — internet population of those in households earning
more than $75,000
• 28% — internet population of those in households earning
less than $30,000
• 61% — internet population of those ages 18-29
• 14% — internet population of those ages 65 and older
February 2012
• 80% — overall internet population of adults
• 98% — internet population of those in households earning
more than $75,000
• 65% — internet population of those in households earning
less than $30,000
• 94% — internet population of those ages 18-29
• 50% — internet population of those ages 65 and older
Source: PewInternet.org,
5. Broadcast Campaigning
One to Many
Push Technologies:
Speeches
Mailings
Rallies
TV & Radio Ads
To actually participate,
you have to go somewhere:
Phone banks
Headquarters
Neighborhood Parties
7. Broadcast Campaigning
• Voters are alienated from the process
• Voters feel disconnected
• Voters are cynical and don’t trust the message
• Voters are not engaged
8. Broadcast Campaigning
The messenger becomes the listener.
The listener becomes the messenger.
Stories are told and shared.
Donors become fundraisers.
Everyone participates. Everyone can play every role.
9. Participatory Campaigning
Use these technologies to:
• Build relationships among supporters
• Create a campaign community
• Engage citizens in the process
• Turn every supporter into a volunteer
• Provide tools for campaigning from any place
at any time
• Share everything to build trust
• Get your message out, unfiltered
10. Using Social Networking
We’ve entered a new era in political
campaigning, government and politics.
Defense Department study on the use of
Social Networking… New Media
“Ignore it at your peril”
12. It’s all about SHARING!
249
Very important tweet!
203
34
50
20
142
421
432
93
97
378
356
260
567
181
Etc.
13. Facebook - FREE
Facebook is a Social Network
• Post your status
• Know what friends are doing
• Share your photos or videos
• Join groups / invite friends to join
• Send private messages (emails)
• Comment on anything
14. Twitter - FREE
Twitter is a micro-blog
• Twitter limit is 140 characters
• Sign up and others “follow” you
• Your tweets or retweet others’ info
• Include links to other information
• Like reading email subject lines
• Send / receive via web or mobile
15. Blogger - FREE
A blog is a journal.
• Blogging tells a story.
• Commenting promotes trust and
communicates openness.
• Blogs can contain photos or videos.
• Blogs can include links to FB or
other sites.
• Readers feel involved, connected
16. YouTube - FREE
Internet is a visual medium. Use it.
• Videos should be no more than
2 – 3 minutes.
• Create your own channel
• Use cheap digital camera to record
• Testimonials
• Your message unfiltered
17. Flickr - FREE
Store and share your photos:
• Upload digital photos
• Tag your photos with people’s
names or event details
• Produce slideshows
• Share your photos via email or
embed in your website
18. Other (Cheap) Tools
• Constant Contact
• Opt-in email communication
• Survey tools
• Wufoo & Paypal
• Create a form; take donations online
20. Campaign Ideas
•
Five calls per person. Prize for xth caller
•
Donor match and connect. Blog about donors
•
Milestone donor prize and blog write-up
•
Video Testimonials with write-up
•
Photos of supporters in campaign t-shirts around town
•
Candidate poses a question for response. Best answer
wins time with candidate
•
Negative campaign watch. Supporters “turn in” negative
comments / stories
Create community. Involve citizens.
Highlight supporters on your blog or website.
Bring people in rather than push the message out.
28. ALL of this is mobile!
•
Facebook
•
Twitter
•
YouTube
•
Flickr
•
Blogger
•
Constant Contact
•
Hootsuite
These companies know mobile is now!
And now…. you do too!
29. The New Political Campaign:
Using Social Networking
Carol A. Spencer
RepublicanCarol@gmail.com
March 24, 2012