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Women, Social Media, and political campaigns Yale Women's Campaign School Presentation
1. The Women’s Campaign School at Yale
Social Media and Web For Your Campaign
Morra Aarons-Mele
July 2010
2.
3.
4. What Online is Good For*
• Message
• Money (caveat)
• Mobilizing
• Relationships
*Unless
you
are
Barack
Obama
5.
6. Message
– Niche marketing, not mass
– Getting to know the candidate
• Search engine visibility
• Presence on major platforms and networks
– YouTube
– News/Rapid response
• Twitter
• Email list
• Know what your opposition is doing online
– Media
• Twitter
• Email
9. Message: Bulk Email
• Collect email at every chance you get
– Site
– Events
– All posters, collateral
• Google Groups
– Segment, internal
• StreamSend, MyEmma, Constant Contact
– Stats, spam filters, segmenting
11. Message: Social Media Tools
• Win the search battle!
• Twitter/Facebook
– Connect the two
• YouTube
• Rapid Response
• Blogger relations
• But don’t forget about email!
13. Money
• Free tools
– Act Blue
– PayPal
• Who to hire?
http://personaldemocracy.com/who2hire-
landing-page/who-hire-pdf-political-
technology-guide
• Look beyond your website
– Meet, greet, email, ask
– Events, social networks, widgets, Facebook,
emails, friends
14. Running on PEOPLE
• It’s all about retail politics!
– Thank you’s, follow ups and celebrations!
– Give people a chance to grow
• LIST MAINTENANCE
– Your list is your source of power!
• Social Events outside of just electoral work
– People come for the cause and stay for coffee
• Social Networks are key
– They save money and time
– Positive use of social pressure – the bandwagon effect.
Source:
Tanya
Tarr,
h0p://www.slideshare.net/tanyatarr/
being-‐the-‐change-‐in-‐ac;on
22. • Women sponsor 3 times more bills than
men--more women-friendly policies for
health care, child welfare, domestic
violence, child support, unemployment
benefits and education. (Institute for
Women’s Policy Research)
But we don’t seem to realize it!
23. Factors
Aging
donor
pool
Gen
X:
distracted,
apoli;cal
“Obama”
effect
on
29
and
African
younger*
American
Women
most
likely
to
give:
are
you
asking?
**
*h0p://www.na;onaljournal.com/njmagazine/
cs_20080628_6871.php;
**
The
SheSource
24.
25. Women Want Real Contact
• Women put their time where they’re
invested (e.g., school)
• And where they understand their role and
purpose, can see results
• Step away from pure transactional non
profit communication to a relationship
• Connect through stories
– Story of self, story of us, story of now-
Marshall Ganz
26.
27.
28. Good Sites
• epolitics.com
• NTEN.org
• neworganizing.com
• http://personaldemocracy.com/
• What You Need to Know About Facebook
Marketing: http://bit.ly/ce4qLL
• PDF “Who to Hire”
29. Finally…
• Don’t underestimate interns and young
staffers
• But don’t shortchange your web program.
It IS worth your personal and loving
attention!