engaging influencers with twitter in the age of obama

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(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION Engaging Influencers with Twitter in the Age of Obama Alan Rosenblatt, Ph.D. [email protected] @CAPAction @DrDigipol

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2010.03.18: Engaging Influencers with Twitter in the Age of Obama CRM Association of NL, Arnhem. NL Twitter can be applied to any communication strategy. It can be used to target specific audiences, as well as the masses.

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Page 1: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Engaging Influencers with Twitter in the Age of Obama

Alan Rosenblatt, Ph.D.

[email protected]

@CAPAction

@DrDigipol

Page 2: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Do you?@BarackObama – 3.4 million followers

@WhiteHouse – 1.7 million followers

Page 3: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

How can I get as many followers as Obama?

Page 4: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Like this?

Page 5: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Size isn’t everything

Page 6: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Build an audience of influencers

Page 7: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

People who influence down (to grassroots)

Page 8: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

People who influence peers (to other influencers)

Page 9: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

People who influence up (to policymakers)

Page 10: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Make your lists of influencers to recruit

“mmmmm cookies”

Page 11: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Recruit influencers who work in your key issues

Energy/ClimateJobs

Education

LGBT

National Security

Health Care

Faith & Public Policy

Work/Life Balance

Labor

Deficit

Race

Genocide

HousingTransparency

Page 12: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Recruit influencers from key communication channels

Press

State Bloggers

Social Networkers

National BloggersE-Newsletter Editors

Policy Professionals

Online Organizers

Elected Officials

Govt Bureaucrats

Congressional Staff

Page 13: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Build the relationship

• Follow them

• Retweet them

• @Reply them

• Add them to Twitter Lists

• Promote them individually and by list

• Send them useful information• Publicly if they don’t follow you• Privately if they do• Via email or other channels if necessary

Page 14: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Our progressive state blogger network

Page 15: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Invest in emerging influencers

Stan

Spring ’09: Stan received information from CAP via email &

web

June ’09: Stan joins Twitter

July ’09: Stan has 40 followers;

starts retweeting @CAPAction

Today, Stan over 400 followers & continues to share his influence

w/ @CAPAction & other CAP/Action Twitter channels

Value to CAP/Action increases

Page 16: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Loyalty program for super-activists

Page 17: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

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.

Page 18: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Influence in action: ARRA jobs map

Page 19: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Influence in action: Denial of Hashtag (D’OH)

Page 20: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Influence in action: COP15

• Twitter coverage of COP15• 4 CAP experts tweeted from COP15 (Light, Romm, Johnson, and Boggia)• 1 CAP expert tweeted from DC (Wong)• @CAPAction & @WonkRoom retweets/promotes products

• Results• 148 CAP/Action products promoted• 8,575 views of CAP website products• 1,400 followers added (incl 50+ energy/climate influencers)• Tweeters added to 198 Twitter Lists• Retweets audience reach: 100,000

Page 21: Engaging Influencers with Twitter in the Age of Obama

(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION

Engaging Influencers with Twitter in the Age of Obama

Questions?

Alan Rosenblatt, Ph.D.

[email protected]

@CAPAction

@DrDigipol