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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 Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Campaigning Instant Messaging + Tweeting Contributing Texting More Proactive
Advocate   Social Personal Create a group Recruit others Host an event Host blog Coalition leader  Create a profile Post pictures Write blog post Join a group Email / Text Volunteer  Walk Phone Donate
Tools
 
 
 
Remember
It is new
Social Media  + Social Marketing For You and Your Organization Marc Ross @ 2ndSix Session 1 Measuring Efforts + Activity
Value in the long tail
It doesn’t take a lot to be in the top
Who is engaging with you? Tastemaker Trendspotter Opinion Leader Expert Ringleader Celebrity
Old Way = measure what you paid for New 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 list Create an account Joint text messaging  Follow Twitter Join Fan Page Forward video Share presentation
Amount of time spent on site and/or  with brand
Where are they coming from? City Location Neighborhood Website Social Network WOM
Keywords Search Terms
What are your most popular? Webpages Activities 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 Years Teens = 21% increase
Online Use Next 5 Years Adults = 50% increase
Online Use Next 5 Years Ages 3-11 = 61% increase
2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% 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
Amateur Agile Amped  Voices
Receive real time knowledge  that is actionable
"live connections”
Twitter applications
Location Location  Location
 
 
 
 
Marc A. Ross @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com

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Launching a Social Media Program