what is it, why it matters and how it\'s changing politics.

1. social media 101
WHAT IT IS, WHY IT MATTERS and HOW IT’S CHANGING POLITICS
Sunday, February 28, 2010 1

2. what is social media?
Social media is a blanket term used to describe several online platforms that
utilize the internet to facilitate social interaction through written, visual,
or audible content. Examples include blogs, podcasts, online forums, and social
net working sites, like Facebook, Twitter, MySpace, etc...
- wikipedia
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3. social media fun facts
* Nearly 1 billion videos are viewed on YouTube per/day
* If Facebook were a country it would be the 4th largest
* 50 million Tweets per/day
* 3.8 billion photos on Flickr
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4. - Primary Demographic: 25 - 55
- Average Age: 36
- Total Active Users: 350 million
- Fastest Growing Demographic: 45-55 women
- New Users last month: 5.2 million
Roberts Example
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5. Hyper-growth!
In less than 2 years Facebook has grown by 300 millions users
12/1/09
1/1/08
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6. Hyper-growth!
Facebook is now the 3rd largest site in the world -
bigger than Ebay, Amazon, AOL and Wikipedia
It took cable t.v 10 years to reach 50 million viewers...
and 38 years for radio to reach 50 million listeners
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7. Oregon Facebook Demographics
Area Ages 14 and Up Ages 18 and Up Percentage Ages 35 and Up Percentage
OREGON 1,001,600 917,680 92% 458,320 46%
Greater Portland 675,120 611,920 61% 314,060 32%
Greater Eugene 138,480 129,540 12% 63,503 7%
Greater Salem 299,332 280,990 28% 134,802 13%
Greater Medford 55,344 50,106 5% 28,395 3%
Greater Bend 36,837 33,568 4% 18,290 2%
- 9/17/09, Metropolitan areas include a 50 mile radius
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8. - Primary Demographic: 25 - 40
- Average User Age: 32
- Total Active Users: 70 million
- Fastest Growing Demographic: Businesses
- New Users Last Month: 3.4 million
Lindsay Example
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9. Hyper-growth!
Before Obama’s campaign no one knew what Twitter was -
today there are 50 million tweets per day
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10. - Primary Demographic: 25 - 45
- Average User Age: 33
- Total Active Users: 195 million accounts
- Fastest Growing Demographic: 35-45 men
- New Users Last Month: 1.5 million
Smith Example
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11. It’s All About Creating Viral Videos!
Viral ads can get more
eyeballs than prime time t.v...
For a lot less $$$
Over 20 million views
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12. But I am no Barack Obama!
What Travels Virally?
- Humor
Watch - Anger
- Sentiment
- Creativity
Nearly 7 million views
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13. - Primary Demographic: 35 - 55
- Average User Age: 41
- Total Active Users: 65 million
- Fastest Growing Demographic: Job Seekers
- New Users Last Month: 1.7 million
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14. - Primary Demographic: 15 - 25
- Average User Age: 24
- Total Active Users: 181 million
* Down 16 percent year from November 2008 - losing market share
- Fastest Growing Demographic: Teenagers
- New Users Last Month: - 1.1 million
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15. - Primary Demographic: 35 - 45
- Average User Age: n/a
- Total Active Users: 39 million
- Fastest Growing Demographic: Mothers
- New Users Last Month: n/a
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16. what does 500 facebook
fans really mean?
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17. The average Facebook user has 202 friends
- insidefacebook.com
500 Facebook Fans x 202 = 101,000 people that
are potentially exposed to your message
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18. On the afternoon of July 14th,
comedian Dave Chappelle told five
people about a free show he was
hosting that night at Pioneer
Square. In just a few hours notice,
over 4,000 people showed up due to
personal advertisement on people’s
twitter, facebook and myspace
profiles and pages.
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19. social media & campaigns
CAN IT MAKE A DIFFERENCE?
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20. case study: scott brown
COMPARISON: SCOTT BROWN V. MARTHA COAKLEY
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21. Brown Won the Online War
- 10:1 Advantage in Web Traffic
- 10:1 Advantage in YouTube Video Viewership
- 3:1 Advantage in Twitter Followers
- 4:1 Advantage in Facebook Fans
Election Day Result: Brown 52% - Coakley - 47%
- Time Magazine - 2/9/2010
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22. case study: rep. cameron
Implementing a E-Communications Strategy from A - Z
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23. Step # 1 - Website
- An integrated database driven
website was built from one of 16
ready to launch templates from
Influential Data.
- Rep. Cameron’s highly functional
website becomes the central portal
for content and is fully integrated
into his enewsletter, social
networking channels and telephone
town hall platforms.
- His privately designed website is
now linked from his official
legislative site.
website
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24. Step # 2 - Enewsletter
- Influential Data built an
integrated enewsletter template
that leveraged the look of the
website.
- The template comes with online
viral tools such as ‘tell a friend’
feature and social networking
share buttons, as well as
embedded eSurveys and social
network links.
- His 1st Enewsletter had open
17% open rate and 160 people
answered his eSurvey.
enewsletter
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25. Step # 3 - Email Cross Match
- We took 25,000 individual records
from the voter file in the 19th District
(Cameron’s District) and cross match
the records for emails.
- 5,000 unique emails were produced.
- The email database can be sliced and
diced just like a voter file, allowing
Cameron to target specific
demographics like women, elderly,
geographic regions, and much more
with email communications.
- The possibilities for email micro-
targeting are endless.
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26. Step # 4 - Social Network Cross Match
An average of 65 % of emails have at least 1 social network profile
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27. Step # 5 - Social Network Strategy
- Facebook, Twitter and YouTube accounts were created for Rep. Cameron
- Content posted to his website is subsequently posted to his social networks,
ensuring his message and calls to action are maximized and his friends are engaged
in his activities
- First goal was to get to 500 Facebook friends. He is now there and going for 1,000
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28. Step # 6 - Telephone Town Hall
- Rep. Cameron had almost 1,800 of his
constituents to join his first telephone
January 28, 2010
town hall on Jan. 27th.
Telephone town hall draws 1,800 people
GOP lawmakers use format to talk about taxes, jobs
- Some callers were on the call for just a
By Peter Wong
couple of minutes, others stayed on for
the entire call. The average caller was on
As strong as the message was from the two top Republicans in the Oregon House about taxes and jobs,
what was more significant Wednesday night was the medium.
About 1,800 people listened at some point during an hourlong telephone town hall conducted by Reps.
Kevin Cameron of Salem and Bruce Hanna of Roseburg.
"That's more than all the people at my town halls combined for the past six years," Cameron said
afterward.
for 22 minutes.
"Obviously, you do not have the personal interaction with an individual that I think is critical. But I think
that's far outweighed by the numbers you can reach with your message."
Hanna said the format would prove useful in a far-flung district such as his, which covers parts of two
counties in Southern Oregon. - 10,000 phone numbers in his district
With computer technology, they said, staff members can provide follow-up responses and other
information. were auto-dialed and asked to join the
meeting through a pre-recorded message
Flanked by aides who took the calls in Hanna's Capitol office, Cameron and Hanna answered 16
questions, mostly from people within Cameron's District 19 in South Salem, Aumsville and Turner. About
10,000 received automated calls inviting them in advance, Cameron said, and most of the 1,800 callers
chose this route. A few signed up on Cameron's unofficial Web site.
More than half of the questions were about the two budget-balancing tax measures that voters approved
in a statewide election Tuesday. None of the questioners, or most Republican lawmakers, supported
Measures 66 or 67.
from Rep. Cameron.
In an answer to Jack Federico of Turner, Cameron said he sympathized with opponents.
"But we have to look to the future," Cameron said. "These two tax measures don't solve our problems in
the future."
With just 24 of the 60 seats, Republicans cannot do much in the House without support from Democrats,
- He promoted the telephone town hall
who backed the measures.
Hanna said Republicans would continue to put forth their alternatives for job creation through tax
through his integrated communication
model; social networks, web
incentives — and without specifying it, look to the Nov. 2 general election to win a few more seats. But he
said people have to hear the GOP message.
"We agree with you that this additional tax is a real burden," Hanna said in response to another caller.
"But our goal now is to come up with legislation we can introduce that will help create more jobs."
advertisement, enewsletter promotion,
and newspaper ads to make this happen.
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29. Step # 7 - Evaluation
- All of Rep. Cameron’s new tools came
with sophisticated analytics that:
- Measure web traffic
- Enews open rates and click throughs
- Social networking friend growth
- Interaction levels
- Survey responses
- Telephone town hall attendance
- These tools enable him to continually
refine and improve his strategies
- What areas can he improve?
- What is working?
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30. Cameron’s New Integrated Communications Model
Web Platform
Calls to Action eNewsletter
Telephone
Email Match
Town Hall
eSurvey & Social Network
Data Building Match
Social Media
Strategy
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31. social media takeaways
- Listen and React. Social networks are giant focus groups.
- Be creative and engaging. Today, information is no longer a scare
resource, attention is... How are you going to capture it?
- Test, Refine and Improve. Start small and see what is effective.
- Social media is a TWO way channel. Use it as an avenue for voter
contact just like a phone number, website, or email.
- Be careful. One bad Tweet or Facebook post can cost you.
- Relevant and Topical. Timing is everything.
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32. A Powerful New Coalition of Influence
ORTL
15,000 emails
12,000 social networks
Legislators and OAA
45,000 emails
Campaigns 41,000 social networks
100,000 emails
90,000 social networks
Oregonians In Common Sense
Action for Oregon
60,000 emails 125,000 emails
50,000 social networks 39,000 social networks
Oregonians For
Oregon Family Food & Shelter
Council 20,000 emails
36,000 emails Taxpayer n/a social networks
32,000 social networks
Defense Project
68,000 emails
66,500 social networks
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33. A New Tool to Reinforce Candidates
ORTL
15,000 emails
Legislators and 12,000 social networks
Campaigns OAA
100,000 emails 45,000 emails
n/a social networks 41,000 social networks
Lawn Signs
Phone Calls Endorsements
Oregonians In Common Sense
Action for Oregon
60,000 emails Smith 125,000 emails
for
50,000 social networks Senate 39,000 social networks
Fundraising Town Halls
Calls to Action Oregonians For
Oregon Family Food & Shelter
Council 20,000 emails
36,000 emails Taxpayer n/a social networks
32,000 social networks Defense Project
68,000 emails
66,500 social networks
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34. Resources
- Me (Luke Kintigh)
- Email: luke@commongroundoregon.com
- Twitter: @lukekintigh
- Facebook: facebook.com/luke.kintigh
- Book: Barack Obama’s Social Media Lessons for Business
Authored by Brent Leary * David Bullock
- Book: Yes We Did! Inside Look at How Social Media Built the Obama Brand
Authored by Rahaf Harfroush
- Website: www.insidefacebook.com
- Website: www.epolitics.com
- Website: www.emarketer.com
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