red white and food social media case study
DESCRIPTION
Red White and Food is a successful grassroots campaign that has attracted more then 21,000 followers since 2008. This slidecast provides an overview of the campaign and our thoughts on successful social media for grassroots campaigns.TRANSCRIPT
Grassroots Advocacy Through Social
Networking
Brannan Atkinson, APR,And Nikki Klemmer
Today’s Agenda
• Where we are with the Red White and Food campaign
• How we arrived at this point• How we engaged people through
social media• What worked. What didn’t. • How to decide whether you should
use social media
Where the campaign
is today
RW&F Members
0
5,000
10,000
15,000
20,000
25,000
Series1 2,566 2,775 2,925 2,988 3,050 3,112 3,212 3,277 3,384 3,468 3,708 4,571 12,225 18,425 18,925 19,425 20,025 20,125 20,325 20,525
feb 08 mar 08 apr 08 may 08 jun 08 jul 08 aug 08 sep 08 oct 08 nov 08 dec 08 jan 09 feb 09 mar 09 apr 09 may 09 jun 09 jul 09 aug 09 sep 09
RW&F Facebook GroupRed White and Food Facebook Group Membership
0
1,000
2,000
3,000
4,000
5,000
6,000
Members 184 269 322 364 428 500 584 905 2,453 4,711 5,043 5,143 5,243 5,393 5,543 5,668
6/08 7/08 8/08 9/08 10/08 11/08 12/08 1/09 2/09 3/09 4/09 5/09 6/09 7/09 8/09 9/09
RW&F Media Coverage vs. Our Opponents
Positive v. Negative Coverage Trends 2008-Present
0
100
200
300
400
500
600
Jan2008
Feb2008
Mar2008
Apr2008
May2008
Jun2008
Jul2008
Aug2008
Sep2008
Oct2008
Nov2008
Dec2008
Jan2009
Feb2009
Mar2009
Med
ia H
its
Pos Total
Neg total
RW&F Media Breakdown2009 Tone by Media Type
1
9
1
4
4
6
18
2
6
1
21
10
14
10
50
2
5
10
14
16
31
37
82
43
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115
Message Board
Radio
Industry Trade
Wire
Editorial
Letter to Editor
TV
Online Publication
Blog - Media
Blog
Media Hits
Negative
Neutral
Positive
How we got here
2007 2007 SurveySurvey
2%difference
Campaign Goals
• Demonstrate consumer support for the change
• Give a voice to people who don’t have one
• Inspire calls to action
MessagingMessaging
Everyone on target
Consistency within all communications
Calls To Action
• Become a RW&F member• Contact your legislators• Refer your friends• Donate to our the Voters PAC
RW&F Message Map
200
8 W
eb
200
8 W
eb
S
ite
Sit
e
200
9 W
eb
200
9 W
eb
S
ite
Sit
e
Engaging audiences
through social media
Media = Media = YouYou
Facebook DayFacebook Day
Facebook DayFacebook Day
Blogger OutreachBlogger Outreach
RW&F Blog DayRW&F Blog Day
What worked. What didn’t.
RW&F Social Media Poll
1)2)3) 4)5)
RW&F Social Media Poll
1)2)3) 4)5) YouTube – Necessary alternative to
RW&F Social Media Poll
1)2) 3)4) Contests – Reward your most active5) YouTube – Necessary alternative to
RW&F Social Media Poll
1)2)3) Blog – Explore the issue4) Contests – Reward your most active5) YouTube – Necessary alternative to
RW&F Social Media Poll
1)2) Twitter – Converse and share
timely info3) Blog – Explore the issue4) Contests – Reward your most active5) YouTube – Necessary alternative to
RW&F Social Media Poll
1) Facebook – Leverage other people’s networks
2) Twitter – Converse and share timely info
3) Blog – Explore the issue4) Contests – Reward your most active5) YouTube – Necessary alternative to
Criteria for Evaluating Social
Media
Audience
• Who are you trying to reach?• Do you know what message will
influence them?• Are they already networked?
Commitment
• Do you have resources to update your website?
• Can you commit the time the tool requires?
Grassroots Advocacy Through Social
Networking
Brannan Atkinson, APR,And Nikki Klemmer