advocacy and organzing institue 2017
TRANSCRIPT
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ELECTRONIC COMMUNICATIONS
HOW TO CONNECT WITH YOUR MEMBERS ELECTRONICALLY
DINICA [email protected]
www.pinterest.com/dinicaw/digitalwww.slideshare.net/dinica
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Learning objectives• Components of communications Social media best practices
Dealing with online "trolls”• Email marketing software• OEA’s website
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AN OVERALL COMMUNICATIONS
PLAN
SOCIAL MEDIA NEEDS TO BE PART OF
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Internal vs. External• Internal▪To the
membership• External▪To the public▪To the opposition▪To the mediaWhat do we say and how do we say it?
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Spreading the internal message• One-on-one
conversations• Meetings –
building, general membership
• Flyers, newsletters• Emails• Social media
Keep members updated on bargaining
Support organizing
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“The organizing drives the communications. Communications
shouldn’t drive anything.”
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Message development• Define the issues• Define the
opposition• Define the
motivations• Encourage member
engagement
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What we mean by “organizing drives communications”Support and promote organizing
activitiesReinforce the message you’re hearing from members Stay disciplined, consistent & focusedShort & direct beats long & vagueUnderstand the audience, and the unintended audience
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Message development best practices• Consistent, clear, short
message• Tailored to the
audience, but mindful of secondary audience (nothing is truly private anymore)
• Use the method that works best for you, but be flexible and open to new ideas
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External communications• Rather than directed at members, it’s directed
toward the Board, parents and students, the larger community, and the media
• If done right, it can sway public opinion
• If done wrong, it can make life more difficult
Avoid the temptation to “Do the Math”
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Some examples…• John Kerry, 2004: “I actually voted
for it before I voted against it.”• George H. W. Bush checking his
watch in town hall debate, 1992• Todd Akin, 2014: “In cases of
legitimate rape…”
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Means of external communications• Press
conferences• Flyers• T-shirts• Buttons• Signs• Social media
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What social media does• Provides a forum for interaction• Helps spread your message• Makes it easy for people to find your
message
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What social media doesn’t do
• Doesn’t create supporters all by itself• Doesn’t replace organizing• Doesn’t replace face-to-face
communication
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SOCIAL MEDIAENGAGING MEMBERS WITH
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• Build support & mobilize supporters up the ladder of engagement from lack of awareness to understanding, agreement, and ultimately leading to activism and advocacy
The ladder of engagement
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Online leads to offline
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Find a social media manager• Social Media Experience
• Photo and Video Editing Ability
• Creative• Good Writing Skills• Knowledgeable• Good at Community
Building/Organizing
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Which social media to use???• FACEBOOK: This one really is a must-
have for everyone; your Facebook Page should be like a second website.
• TWITTER: Information is key; good for users who are sharing a lot of articles, facts, or real-time sharing.
• INSTAGRAM: Good for reaching younger audience and have something visually appealing to share
• PINTEREST: Good for reaching women 35+ if you can take advantage of the DIY niche. Good if you have a robust website.
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• You have evidence that a large segment of your members don’t use Facebook
• You are trying to reach a specific demographic
• You want to convey strictly objective information.
• You have lots of online materials you want to promote.
• You have a volunteer who specializes in another social media channel.
You should probably be on Facebook, unless
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Fill out your profile
information!
Brand you social media• Profile picture: 1000x1000px
Round: Instagram, Pinterest, YouTubeSquare: Facebook, Twitter
• Cover photo: Facebook: 828x315pxTwitter: 1500x500px
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Algorithms• It’s all about the newsfeed &
engagement▪Your post is 40% – 150% more
likely to been seen in their newsfeed than on your page
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#1 tip for all social mediaPost images whenever possible.
Photos can get up to 4X more engagement on Facebook than links
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Photos of members, events, flyers, buttons, signs, etc.
Ways to add images to posts
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Add text to a photo/memes
Ways to add images to posts
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Memjacking – knowyourmeme.com
Ways to add images to posts
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Share high-performing content posted by other organizations.
856 likes765 shares
419 likes470 shares
Ways to add images to posts
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Infographics, charts, statistics
Ways to add images to posts
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Free image-making platforms
• Canva – Correctly sized social media graphics, posters, presentations, flyers, postcards, etc.
• Pikochart – infographics, posters, presentations, reports
• ImgFlip, Memecrunch – memes
• Aviary, PicsArt – photo editing
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Get creative
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Facebook posts that are 80 characters or less receive up to 66% more engagement
And positive content receives 5X more engagement than negative content.
Keep it short and sweet
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Ask in the right way
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75% of the engagement on a post happens in first 5 hoursGeneral advice says post at night and at least once on the weekend in the morning or early afternoon, but check you data!
Timing
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Scheduling platforms• Facebook – native scheduling• HootSuite – 3 social accounts
free• Buffer -1 social account free• TweetDeck – Twitter only
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Include a linkUsing more than two hashtags in a tweet actually decreases the retweet rate (unlike Instagram).
Twitter Tips
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• Skews very young (18-29) and people with at least some college
• Engagement is higher on Instagram than any other social network
Millenials on Instagram
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Pinterest niche
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• Do NOT delete all negative comments. This will bring into question your integrity to not only the complainer, but all your followers.
• DO block users who abuse the site, and remove offensive comments, ones that are too far off-topic, or just trying to use your site to sell a product or service.
Handling negative comments
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From Education Minnesota, Adapted from U.S. Air Force
Protocol for comments
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EMAIL MARKETING
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Advantages of emailIt’s quick.It’s free or low cost.You can communicate more frequently.It’s easy to track.It’s effective. You can make calls to action.It’s easily shareable.It’s personal.
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66% of email is now opened on a mobile device.
SIDE NOTE
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Email platformsKey features:Mobile responsive templates Analytics Number of subscribersMail Chimp: freeVertical Response: freeSend in Blue: freeConstant Contact: $20/month
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Email writing tips• Describe the candy, not the
wrapper.• Get to the point; stop mumbling. • Shorten your sentences. • Resist the passive voice. • Eliminate weasel words. • Get personal.
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Final thoughtsYou get out what you put it.Develop an overall communications strategy and decide how social media will fit in.Set goals.Post at least 3 times a week.Make time to review your results.