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here comes social advocacy (the full monty)

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Alan Rosenblatt
Alan Rosenblatt

Long version of my social media training.

News & PolitikTechnologieBusiness
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Here Comes Social Advocacy Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ ProgressLeague
Dimensions of digital communication strategy 1-D 2-D 3-D Information Action Community One-way Communication Two-way Communication All-way Communication Audience Interacts with Information Audience Interacts with Campaign, Organization, or Government Audience Interacts with Each Other Email Lists & Brochure Websites (Broadcast & Narrowcast) Transactional Websites (Information Exchange, Donations, & Action) Social Networks & Social Media (Grassroots & Grasstops)
Sherrington ’s dog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Online advocacy channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SOCIAL ADVOCACY? ,[object Object]
The way things were ,[object Object],[object Object],Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress
The way things are now Congress can ’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.
ENGAGEMENT ,[object Object]
It ’s true: social media can reach the grassroots
But more importantly: social media reaches influencers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who do people trust?
Size isn ’t everything
Engagement is everything
Influence in action: The right followers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic ’s Ambnder to WH Nat’l Sec. Council. 1. 3. 2.
AUDIENCE ,[object Object]
Get followers, then deepen your connection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Find influencers to follow – Directories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Find influencers to follow – Articles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Find influencers to follow – Drilling on Twitter ,[object Object],[object Object],[object Object],[object Object]
Find influencers to follow – Twitter Search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Clean your list – Unfollow dead weight ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Find dead weight to unfollow ,[object Object],[object Object],[object Object]
Semi-automate follow/unfollow process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content is King ,[object Object],[object Object],[object Object]
POLICYMAKERS ,[object Object]
Finding government on social media GOVSM.com Facebook.com/Congress Twitter.com/TheDemocrats/house-democrats
Anatomy of a tweet – Targeting a senator ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Twitter petitions: Act.ly
Obama campaign uses Twitter petitions ,[object Object],[object Object],[object Object]
Targeting by hashtag ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SUCCESS ,[object Object]
Metrics of success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring influence
Measuring influence: Twitalyzer dashboard
Measuring URL referrals & reach
Measuring audience growth: Facebook
Measuring audience growth: Twitter
Monitoring social media
Measuring URL clicks
Here Comes Social Advocacy Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ProgressLeague

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here comes social advocacy (the full monty)

  • 1. Here Comes Social Advocacy Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ ProgressLeague
  • 2. Dimensions of digital communication strategy 1-D 2-D 3-D Information Action Community One-way Communication Two-way Communication All-way Communication Audience Interacts with Information Audience Interacts with Campaign, Organization, or Government Audience Interacts with Each Other Email Lists & Brochure Websites (Broadcast & Narrowcast) Transactional Websites (Information Exchange, Donations, & Action) Social Networks & Social Media (Grassroots & Grasstops)
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  • 7. The way things are now Congress can ’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.
  • 8.
  • 9. It ’s true: social media can reach the grassroots
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  • 11. Who do people trust?
  • 12. Size isn ’t everything
  • 14. Influence in action: The right followers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic ’s Ambnder to WH Nat’l Sec. Council. 1. 3. 2.
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  • 26. Finding government on social media GOVSM.com Facebook.com/Congress Twitter.com/TheDemocrats/house-democrats
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  • 40. Here Comes Social Advocacy Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ProgressLeague

Hinweis der Redaktion

  1. New source for important intelligence Brand management – organization and individuals Policy discussions -- What people are saying about policy? Who is saying what? Decision-making – Using intelligence to drive decision-making ( e.g. Think Progress, Climate Progress)