New Media for New Media for Campaigns & Campaigns &

AdvocacyAdvocacyNetroots CaliforniaNetroots CaliforniaNovember 6, 2010November 6, 2010

Sarah Granger, PublicEdgeSarah Granger, PublicEdgesarah@publicedge.comsarah@publicedge.com

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Why Use Social Why Use Social Media?Media?

The majority of voters are now going The majority of voters are now going online to research issues, candidates online to research issues, candidates and politics in generaland politics in general

Social media is powerful – just like other Social media is powerful – just like other lists and methods of influence in lists and methods of influence in politics, social media shifts perceptionpolitics, social media shifts perception

Integrating social media into the entire Integrating social media into the entire campaign is keycampaign is key

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First Thing’s FirstFirst Thing’s FirstDefine Overall Campaign/Advocacy Define Overall Campaign/Advocacy GoalsGoals

Define Overall MessageDefine Overall Message

Come Up with a Good Name (check Come Up with a Good Name (check domains also)domains also)

Raise Early FundingRaise Early Funding

Build Trusted Core TeamBuild Trusted Core Team

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Getting Started Getting Started with New Mediawith New Media

Find a trusted techie volunteer/helperFind a trusted techie volunteer/helper

Reserve a domain nameReserve a domain name

Build a placeholder web site (i.e. Wordpress)Build a placeholder web site (i.e. Wordpress)

Create e-mail accounts Create e-mail accounts

(info, candidate, volunteer, fundaising)(info, candidate, volunteer, fundaising)

Aggregate initial contact dataAggregate initial contact data

Build initial e-mail list (in any form – quick & Build initial e-mail list (in any form – quick & dirty)dirty)

Reserve Twitter NameReserve Twitter Name

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Next StepsNext StepsCreate official mass e-mail list (using software Create official mass e-mail list (using software like Constant Contact, Mail Chimp) & hook it to like Constant Contact, Mail Chimp) & hook it to a “database” – even if it’s initially just a a “database” – even if it’s initially just a spreadsheetspreadsheet

Fill out website & blogFill out website & blog

Setup Facebook fan page (vs. group)Setup Facebook fan page (vs. group)

Start following related political organizations Start following related political organizations and media on Twitterand media on Twitter

Make sure any existing social media accounts Make sure any existing social media accounts are in order (esp. for candidates – LinkedIn, FB)are in order (esp. for candidates – LinkedIn, FB)

Write initial post(s) directing everyone to new Write initial post(s) directing everyone to new websitewebsite

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Research/Research/TargetingTargeting

Figure out which online/technology tools Figure out which online/technology tools will be most appropriate per campaign will be most appropriate per campaign (study precinct demographics, i.e. (study precinct demographics, i.e. Facebook is best for ages 25-45, esp. Facebook is best for ages 25-45, esp. reaching women)reaching women)

Candidate & opposition research tools Candidate & opposition research tools like MAPLight.org, Opensecrets.org, like MAPLight.org, Opensecrets.org, Voterwatch.org, Newsmeat.comVoterwatch.org, Newsmeat.com

Pew Internet – online census-like dataPew Internet – online census-like data

Other studies (Forrester, etc. – Other studies (Forrester, etc. – Groundswell)Groundswell)

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Legislative Legislative ResourcesResources

Bill tracking sitesBill tracking sites

http://legislature.ca.gov/port-http://legislature.ca.gov/port-bilinfo.htmlbilinfo.html

http://gov.ca.gov/bills/http://gov.ca.gov/bills/

Legislator websitesLegislator websites

http://www.assembly.ca.gov/http://www.assembly.ca.gov/

http://www.senate.ca.gov/http://www.senate.ca.gov/

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Online Outreach Online Outreach Components & Components &

ProcessProcessOverarching New Media Strategy & Team Leadership Overarching New Media Strategy & Team Leadership (Sr Staff)(Sr Staff)

Online Communications (integrated with overall Online Communications (integrated with overall Comm/Press)Comm/Press)

WebsiteWebsite

DatabaseDatabase

E-mail (*Covered in earlier training)E-mail (*Covered in earlier training)

Blogging & Bloggers (*Covered in earlier training)Blogging & Bloggers (*Covered in earlier training)

Social Media (Facebook, Twitter, LinkedIn, Flickr, Social Media (Facebook, Twitter, LinkedIn, Flickr, YouTube)YouTube)

Stats & ReportsStats & Reports

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Building a Building a Campaign Campaign

Tech/New Media Tech/New Media TeamTeamCoordinator - strategist, organizer, new media Coordinator - strategist, organizer, new media

team leadteam lead

Content - writer/editor for e-mail, web, blog Content - writer/editor for e-mail, web, blog

E-mail - administration & responder(s)E-mail - administration & responder(s)

Database - data entry supportDatabase - data entry support

Web - graphic designer, developersWeb - graphic designer, developers

Netroots - blogger, social networkersNetroots - blogger, social networkers

Back End - ISP/server adminsBack End - ISP/server admins

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Team Team Costs/BudgetingCosts/BudgetingTeam Team Lead/Consultant* - Lead/Consultant* - hourly or by hourly or by projectproject

Content - Content - volunteersvolunteers

Data entry - Data entry - volunteersvolunteers

Database & $$ Database & $$ engine - low cost engine - low cost systemssystems

Designer – consultant Designer – consultant by project (or by project (or volunteer)volunteer)

Web developer or Web developer or dev software - by dev software - by projectproject

Blog/Social Network Blog/Social Network accounts - freeaccounts - free

ISP/server - monthly ISP/server - monthly ratesrates

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Tips for Tight Tips for Tight BudgetsBudgets

Don’t get fancy with the website (pre-Don’t get fancy with the website (pre-packaged is OK, like Wordpress)packaged is OK, like Wordpress)

Use the same designer for website as logoUse the same designer for website as logo

Build social networks on existing sitesBuild social networks on existing sites

Excel is fine for a local race databaseExcel is fine for a local race database

Repurpose, reuse, reinvent copyRepurpose, reuse, reinvent copy

Focus on e-mail, pushing content outFocus on e-mail, pushing content out

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The Value of The Value of VolunteersVolunteers

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Volunteer Usage Volunteer Usage TipsTips

Email responding & data entry can be done Email responding & data entry can be done by people not local - great for friends & by people not local - great for friends & family in other states who want to help out family in other states who want to help out somehowsomehow

Content writer can be same person who Content writer can be same person who writes flyers, other campaign literaturewrites flyers, other campaign literature

Bloggers & social networkers ideally would Bloggers & social networkers ideally would be local so they can be tapped into all be local so they can be tapped into all events and activitiesevents and activities

Always treat volunteers well – they are your Always treat volunteers well – they are your most important resourcemost important resource

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A Word of A Word of Warning!Warning!

Be careful about using friends of Be careful about using friends of friends, the first people you friends, the first people you meet or newbie interns for meet or newbie interns for websites and new media - websites and new media - especially people with only especially people with only corporate experience. It’s not corporate experience. It’s not the same as campaign and the same as campaign and nonprofit site development or nonprofit site development or outreach.outreach.

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Online Online Communications Communications

& Content& ContentContent is content, regardless of platformContent is content, regardless of platform

Segment the content for ease of use, mix it upSegment the content for ease of use, mix it up

Reusable content allows for speedy Reusable content allows for speedy dissemination of information (changing a few dissemination of information (changing a few words here and there for SEO)words here and there for SEO)

Make it “Sticky” - keep people on siteMake it “Sticky” - keep people on site

Personalize - blog updates, friendly “curated Personalize - blog updates, friendly “curated version of yourself”version of yourself”

Use Images - photos, videoUse Images - photos, video

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WebsiteWebsiteDesign consistent with overall themesDesign consistent with overall themes

Emphasize a simple user interfaceEmphasize a simple user interface

Basic site is better than no site at allBasic site is better than no site at all

Take advantage of colorTake advantage of color

Utilize Search Engine Optimization (SEO) Utilize Search Engine Optimization (SEO) tacticstactics

Find ways to stand out from the Find ways to stand out from the oppositionopposition

Integrate social media onto the siteIntegrate social media onto the site

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Important Site Important Site FeaturesFeatures

Candidate or Cause Candidate or Cause – Bio or About– Bio or About

Contribution Contribution MechanismMechanism

Campaign News Campaign News (blog)(blog)

EndorsementsEndorsements

Position StatementPosition Statement

Press PagePress Page

Events/CalendarEvents/Calendar

Voter Registration Voter Registration or Bill Tracking or Bill Tracking TimelineTimeline

Campaign Store Campaign Store (via Café Press, (via Café Press, etc.)etc.)

Volunteer AreaVolunteer Area

Social Media LinksSocial Media Links

Contact InfoContact Info

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Online Volunteer Online Volunteer CenterCenter

Area on website (or could use Ning, Area on website (or could use Ning, wikis, Google Docs, Facebook group for wikis, Google Docs, Facebook group for campaign organizers, or part of Yahoo campaign organizers, or part of Yahoo Group for internal & volunteers)Group for internal & volunteers)

Content: Flyers, Talking Points, Sign-up Content: Flyers, Talking Points, Sign-up sheets, Event management kits, sheets, Event management kits, Widgets & ButtonsWidgets & Buttons

Place to motivate, inspire and keep Place to motivate, inspire and keep people engaged – internal communitypeople engaged – internal community

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Widgets & Widgets & ButtonsButtons

Buttons can be downloaded and used to Buttons can be downloaded and used to promote campaigns on other sites – put promote campaigns on other sites – put a button on your blog that’s a static a button on your blog that’s a static image linking to your favorite image linking to your favorite candidate’s websitecandidate’s website

Widgets are embedded code used on Widgets are embedded code used on sites to show an activity or produce sites to show an activity or produce dynamic content, like a scrolling Twitter dynamic content, like a scrolling Twitter widget from the candidate’s Twitter widget from the candidate’s Twitter feed or a GOTV toolfeed or a GOTV tool

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Database, aka Database, aka Gold MineGold Mine

Options - Spreadsheets, databases, or more Options - Spreadsheets, databases, or more sophisticated online servicessophisticated online services

Tracking/managementTracking/management

Cleaning up dataCleaning up data

Data types - visitors, supporters/users, Data types - visitors, supporters/users, donors, volunteers, data managers (all donors, volunteers, data managers (all integrated with e-mail list)integrated with e-mail list)

Security & data safetySecurity & data safety

List building as an art, ongoing processList building as an art, ongoing process

Purchasing/importing existing voter listsPurchasing/importing existing voter lists

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Remember the Remember the AudienceAudience

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Building an Online Building an Online CommunityCommunity

Utilize social networks - Facebook, Utilize social networks - Facebook, LinkedIn, MySpace, Eons, etc.LinkedIn, MySpace, Eons, etc.

Include visuals – Flickr, Picasa, YouTubeInclude visuals – Flickr, Picasa, YouTube

Utilize onsite blog & participate in related Utilize onsite blog & participate in related blogs (comment, be a guest blogger)blogs (comment, be a guest blogger)

Take advantage of online event services Take advantage of online event services like Evite, MeetUp & YahooGroupslike Evite, MeetUp & YahooGroups

Use wikis for online collaborative Use wikis for online collaborative document developmentdocument development

Have a presence on Twitter (reaches Have a presence on Twitter (reaches media)media)

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Campaign BlogCampaign Blog

Regular account of campaign activitiesRegular account of campaign activities

Syndicated content for subscribersSyndicated content for subscribers

(supporters, media, opposition)(supporters, media, opposition)

Can double as a news areaCan double as a news area

Can be hosted off site for free (linked)Can be hosted off site for free (linked)

Two-way conversation mechanismTwo-way conversation mechanism

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Blogging TipsBlogging TipsCheck out free services - TypePad, Check out free services - TypePad, Blogger, WordPressBlogger, WordPress

Post as often as possiblePost as often as possible

Employ someone (volunteer) to Employ someone (volunteer) to monitor the comments & keep out the monitor the comments & keep out the spammers, trollsspammers, trolls

Keep the content fresh - don’t always Keep the content fresh - don’t always use the same as in e-mailuse the same as in e-mail

Network with other bloggers, Network with other bloggers, maintain good blogrollmaintain good blogroll

• Have fun with it; don’t be afraid to Have fun with it; don’t be afraid to experimentexperiment

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FacebookFacebook• Arguably the easiest, fastest and cheapest Arguably the easiest, fastest and cheapest

way to promote campaigns these daysway to promote campaigns these days

• Many voters are already on Facebook and Many voters are already on Facebook and already activated toward related candidates already activated toward related candidates and causes thereand causes there

• Can be used similarly to a blog – posting Can be used similarly to a blog – posting event information, photos, videos, links to event information, photos, videos, links to articles, endorsement announcements & articles, endorsement announcements & other newsother news

• Also for volunteer & community engagementAlso for volunteer & community engagement

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Facebook PrivacyFacebook Privacy• Under Settings/Privacy Settings, configure your Under Settings/Privacy Settings, configure your

candidate’s personal account to preferred candidate’s personal account to preferred settingssettings

• Select by topic who can see each part of Select by topic who can see each part of his/her personal profiles: just friends, network his/her personal profiles: just friends, network or allor all

• Configure FB fan page settings to publicConfigure FB fan page settings to public

• Determine exactly what gets posted to other Determine exactly what gets posted to other peoples’ news feeds from personal & official peoples’ news feeds from personal & official pagespages

• Limit what 3Limit what 3rdrd party applications can see party applications can see

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Look Who’s Look Who’s Tweeting!Tweeting!

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TwitterTwitter• Micro-blogging, mini-news feed; great way to Micro-blogging, mini-news feed; great way to

connect with media & political organizationsconnect with media & political organizations

• Who’s on Twitter? Arnold Schwarzennegger, Who’s on Twitter? Arnold Schwarzennegger, Gavin Newsom, Oprah, media, bloggers, Gavin Newsom, Oprah, media, bloggers, advocacy organizations and other online advocacy organizations and other online influencersinfluencers

• Twitter is only useful when used to follow Twitter is only useful when used to follow members of the community, media, members of the community, media, government and political stafferss, and when government and political stafferss, and when they start following you and your causethey start following you and your cause

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Using TwitterUsing Twitter• Create an identity/personality for the Create an identity/personality for the

candidatecandidate

• Create an identity for the campaignCreate an identity for the campaign

• Engage with the community & mediaEngage with the community & media

• Become an online influencerBecome an online influencer

• Retweet what is relevant to the community Retweet what is relevant to the community and the votersand the voters

• Be careful to not overdo itBe careful to not overdo it

• Automate and integrate with blog, FacebookAutomate and integrate with blog, Facebook

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Twitter LingoTwitter Lingo• @name = this is how everyone refers to each @name = this is how everyone refers to each

user on Twitter and can be seen in @repliesuser on Twitter and can be seen in @replies

• RT = Retweet, which is essentially someone RT = Retweet, which is essentially someone repeating what someone else tweetedrepeating what someone else tweeted

• DM = Direct Message, i.e. private DM = Direct Message, i.e. private correspondence via Twittercorrespondence via Twitter

• #hashtags = these are used for topic or #hashtags = these are used for topic or event differentiation, like #politics, #CA, event differentiation, like #politics, #CA, #CDP ; great for searching for followers, #CDP ; great for searching for followers, constituents, groups in certain areasconstituents, groups in certain areas

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Twitter ToolsTwitter Tools• Search - search.twitter.com searches for topicsSearch - search.twitter.com searches for topics

• Twitter Lists – differentiates by defined groupingsTwitter Lists – differentiates by defined groupings

• Viewing by thread - Twitterfall.com provides live Viewing by thread - Twitterfall.com provides live streamstream

• Mobile Twitter - Tweetdeck – for desktop, Mobile Twitter - Tweetdeck – for desktop, Blackberry, or iPad use; Twitter (formerly Tweetie) Blackberry, or iPad use; Twitter (formerly Tweetie) for iPhonefor iPhone

• Auto-tweets – Twitterfeed automatically tweets blog Auto-tweets – Twitterfeed automatically tweets blog posts; Hootsuite, Cotweet, Lazyfeed allow posts; Hootsuite, Cotweet, Lazyfeed allow automatingautomating

• Stats – Twitter Analyzer, Tweetstats, Twitalizer Stats – Twitter Analyzer, Tweetstats, Twitalizer

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Sharing Campaign Sharing Campaign ImagesImages

• More people on Flickr (vs. Picasa)More people on Flickr (vs. Picasa)

• Easy to import imagesEasy to import images

• Make sure image names are SEO-Make sure image names are SEO-friendlyfriendly

• Take the time to organize images into Take the time to organize images into foldersfolders

• Make sure website & other accounts Make sure website & other accounts linked to Flickr pagelinked to Flickr page

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A Video is Worth A Video is Worth 1 Million Hits1 Million Hits

• Video – in whatever form – is a killer appVideo – in whatever form – is a killer app

• If your campaign has resources to create a If your campaign has resources to create a catchy, viral video, go for itcatchy, viral video, go for it

• Youtube is most searched site nowYoutube is most searched site now

• Videos of any kind can be hosted, as long as Videos of any kind can be hosted, as long as the size fits requirements of the video site the size fits requirements of the video site where it’s hosted (Youtube has a 15min limit)where it’s hosted (Youtube has a 15min limit)

• Short & sweet gets most viewsShort & sweet gets most views

• Again, make sure video page is linked to Again, make sure video page is linked to website, etc.website, etc.

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When You Have When You Have MoneyMoney

• Web search (Google) adsWeb search (Google) ads

• Facebook adsFacebook ads

• High end web designersHigh end web designers

• Integrated action center and catered Integrated action center and catered social media tools (like social media tools (like mybarackobama.com)mybarackobama.com)

• Mobile outreachMobile outreach

• Mobile appsMobile apps

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Overall Social Overall Social Media StrategyMedia Strategy

• Put your Facebook & Twitter IDs on paper Put your Facebook & Twitter IDs on paper cards & fliers along with the site URLcards & fliers along with the site URL

• Auto-post updates from blog to Facebook & Auto-post updates from blog to Facebook & TwitterTwitter

• Gimmicks work – invite-a-friend, contests, Gimmicks work – invite-a-friend, contests, etc. boost numbersetc. boost numbers

• Reuse content & post at regular intervals – Reuse content & post at regular intervals – “drip irrigation” (Sally Lieber)“drip irrigation” (Sally Lieber)

• Remember to keep it personal, keep it Remember to keep it personal, keep it “social”, be “social”, be authenticauthentic

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Social Media Social Media EtiquetteEtiquette

• Always take an integrated approach – put Always take an integrated approach – put your information in different forms and make your information in different forms and make sure the outreach process runs smoothlysure the outreach process runs smoothly

• If someone puts up a blog post, resends your If someone puts up a blog post, resends your facebook message, retweets your alert, facebook message, retweets your alert, sends e-mail to their network, etc. make sends e-mail to their network, etc. make sure to thank themsure to thank them

• Put anyone who helps you out on a list and Put anyone who helps you out on a list and make sure to keep them informed at each make sure to keep them informed at each phase of the campaignphase of the campaign

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Site Site Metrics/TrackingMetrics/Tracking

Sitemeter, Google Analytics track a wide Sitemeter, Google Analytics track a wide range of metrics (Wordpress, Facebook & range of metrics (Wordpress, Facebook & Twitter have their own):Twitter have their own):

• Overall TrafficOverall Traffic

• Referring pagesReferring pages

• Location of visitors/usersLocation of visitors/users

• Time on siteTime on site

• Pages most visitedPages most visited

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Great 2010 Great 2010 ExamplesExamples

• Website – Jackie Speier Website – Jackie Speier (http://www.jackieforcongress.com/)(http://www.jackieforcongress.com/)

• Twitter Use – Debra Bowen (@dbowen), Twitter Use – Debra Bowen (@dbowen), Gavin Newsom (@gavinnewsom)Gavin Newsom (@gavinnewsom)

• Facebook Page – Betty YeeFacebook Page – Betty Yee

• YouTube – Kamala Harris YouTube – Kamala Harris (kamalaharrisdotorg)(kamalaharrisdotorg)

• Flickr – Barbara Boxer Flickr – Barbara Boxer (http://www.flickr.com/photos/barbaraboxer(http://www.flickr.com/photos/barbaraboxer/)/)

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Common Mistakes Common Mistakes & Pitfalls& Pitfalls

• Building a fancy web site Building a fancy web site (overspending)(overspending)

• Never updating web sites (bad PR)Never updating web sites (bad PR)

• Building a blog and not driving traffic to Building a blog and not driving traffic to it (waste of resources)it (waste of resources)

• Setting up a social networking presence Setting up a social networking presence and not maintaining itand not maintaining it

• Giving out passwords to too many Giving out passwords to too many peoplepeople

• Delaying contact data updating (missing Delaying contact data updating (missing out on key contributors)out on key contributors)

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Other Great Free Other Great Free Online Organizing Online Organizing

ToolsTools• Free conference call services - freeconference.comFree conference call services - freeconference.com

• Large or bulk file transfers – Yousendit.comLarge or bulk file transfers – Yousendit.com

• Long distance calls - SkypeLong distance calls - Skype

• Instant Messaging – via Skype, AIM, YIM, Jabber, Instant Messaging – via Skype, AIM, YIM, Jabber, etc.etc.

• Online polling tools – SurveyMonkey, ZoomerangOnline polling tools – SurveyMonkey, Zoomerang

• Event management tools – Evite, Doodle, Facebook Event management tools – Evite, Doodle, Facebook EventsEvents

• Voter registration tools – see DNC’s Voter registration tools – see DNC’s raiseyourvote.comraiseyourvote.com

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SummarySummary• Using the Internet in campaigns & advocacy is Using the Internet in campaigns & advocacy is

no longer an option; it’s a necessity – embrace no longer an option; it’s a necessity – embrace it or suffer defeatit or suffer defeat

• Technology and new media tools are ample Technology and new media tools are ample and freeand free

• Key is to put the right amount of effort into Key is to put the right amount of effort into online campaigning (vs. too little or too much) online campaigning (vs. too little or too much) and to choose tools wiselyand to choose tools wisely

• Recruiting the right people to manage the Recruiting the right people to manage the technology and train others makes all the technology and train others makes all the differencedifference

• We are still in the infancy of the Internet as We are still in the infancy of the Internet as the dominant media form; there is still much to the dominant media form; there is still much to learnlearn

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VictoryVictory

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ResourcesResources• Progressive Exchange Progressive Exchange

(http://progressiveexchange.org) - website, list, (http://progressiveexchange.org) - website, list, FB group full of resources for progressives FB group full of resources for progressives working onlineworking online

• Blogs United CA - invitation only list for Blogs United CA - invitation only list for California progressive bloggersCalifornia progressive bloggers

• techPresident.com – latest news on major techPresident.com – latest news on major national and state campaigns using the Internetnational and state campaigns using the Internet

• Epolitics.com – online politics tips & toolsEpolitics.com – online politics tips & tools

• New Organizing Institute New Organizing Institute (http://neworganizing.com) - resources for (http://neworganizing.com) - resources for progressive organizers including onlineprogressive organizers including online

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Questions?Questions?Contact: Sarah GrangerContact: Sarah Granger

E-mail: E-mail: sarah@publicedge.comsarah@publicedge.com

Website: www.publicedge.comWebsite: www.publicedge.com

LinkedIn: http://Linkedin.com/in/sairyLinkedIn: http://Linkedin.com/in/sairy

Twitter: http://twitter.com/sairyTwitter: http://twitter.com/sairy

& http://twitter.com/publicedge& http://twitter.com/publicedge

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