launching a social media program

Launching a Social Media Program

Players

Activities

Environment

Ideas

Start Early

Build to scale

Innovate when necessary – do everything else incrementally better

“Do the cool well – do the boring really well”

Measure success + failure

Easy to Find + Easy to Forward

Use creative urls + twitter names + same search terms

Provide content, text, videos, speeches, photos, call sheets, scripts + how-to guides

Encourage UGC

Play where your supporters are – not where you think they are

Channel online enthusiasm into specific, targeted activities that further campaign goals

Integrate online advocacy into

every element of the campaign

Steps of Activity

TechPresident notes, “provide opportunities for

the most casual supporters to stay

involved, while also providing more strenuous

opportunities for the smaller core of activists”

Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingTexting More Proactive

Advocate Social Personal

Create a groupRecruit othersHost an eventHost blogCoalition leader

Create a profilePost picturesWrite blog postJoin a group

Email / TextVolunteer WalkPhoneDonate

Tools

Remember

It is new

Social Media +Social Marketing

For You andYour Organization

Marc Ross @ 2ndSixSession 1

MeasuringEfforts + Activity

Value in the long tail

It doesn’t take a lot to be in the top

Who is engaging with you?

TastemakerTrendspotter

Opinion LeaderExpert

RingleaderCelebrity

Old Way = measure what you paid forNew Way = measure what happened

You can’t manage what you can’t measure

It takes a team effort

DIDM

Result

D = Define your goals

I = Identify the metrics that represent those goals

D = Determine the tools + methodology for measuring your metrics

M = Measure

Qualitative

Campaign Engagement+

Participation in Relevant Discussions

Quality of the discussions

Loyalty of supporters

Reputation

Amount + Quality of interactions with supporters

Information + Ideas your supporters provide and exchange

Quantitative

Number of visitors and/or amount of traffic

Action Items

Join email listCreate an account

Joint text messaging Follow TwitterJoin Fan PageForward video

Share presentation

Amount of timespent on site

and/or with brand

Where are they coming from?

CityLocationNeighborhoodWebsiteSocial NetworkWOM

KeywordsSearch Terms

What are your most popular?

WebpagesActivities

Responses

Trends

Movable Press + Printing Press

Telephone

Motion Pictures

Television

Chief

US Internet Users ‘09 = 231m

US Social Network Users on Once a Month

‘08 = 79m‘09 = 88m

‘13 = 115m

Online Use Next 5 YearsTeens = 21% increase

Online Use Next 5 YearsAdults = 50% increase

Online Use Next 5 YearsAges 3-11 = 61% increase

2008 Online Voter Activity59% Took part in some sort of campaign activity55% Searched for election information44% Sent or received campaign related emails39% Watched online political video37% Visited politically oriented websites or blogs

Offline Drives Online = Online Drives Offline

Americans spend 8 hours a day looking at and

interacting with screens

In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies

Today’s college classroom

AmateurAgile

Amped Voices

Receive real time knowledge

that is actionable

"live connections”

Twitter applications

LocationLocation Location

Marc A. Ross@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.com