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AFT Social Campaign Success

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Explore how AFT, under Kris Havens' leadership, leveraged social media for a successful advocacy campaign in the face of budget cuts and layoffs. Learn the impact of their social media strategies and the importance of integrating online efforts with offline actions.

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AFT Social Campaign Success

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Presentation Transcript

  1. AFT goes social Kris Havens AFT communications director 19 November 2010

  2. Getting our feet wetJanuary 2010: the end of being anti-social

  3. Spring 2010 • Multiple locals facing budget cuts, layoffs and union attacks • 300,000 educators were expected to receive pink slips nationwide • Proposed federal legislation for $23 billion to save education jobs • May 4 was National Teacher Day

  4. A little video from San Francisco

  5. AHA!

  6. A simple button • Affiliates to order • Members to wear on May 4 … we “pushed” their button

  7. Going BIG

  8. Going SUPER social

  9. GREAT results • Facebook ads ran for 2 weeks • 61 million impressions • 13,000 clicks • 10,500 fans • 14,000 signatures on petition • 15,000 letters sent to Congress • 1,250 calls to Congress … and the jobs bill passed!

  10. Thank you! • Print and FB • 23 million impressions • 2,500 clicks • 9,000 letters

  11. But there wasNO TIMEto celebrate

  12. Insert music here

  13. Direct attack • Letter to press • Website: aft.org/NotWaiting • Viral videos • Google text ads

  14. Positive message • TV Commercial • Banner and video online ads • And of course… … another Facebook page … with Facebook ads

  15. But it worked before… • Facebook ads ran for 4 weeks • 94.5 million impressions • 6,400 clicks • 900 fans • No urgency • Big ask

  16. We still had success • Many articles critical of the movie • Hundreds of community organizations voiced their support for teachers • Members are happy to see AFT stand up and push back • Large volume of traffic to our web page • The movie bombed at the box office

  17. It’s just 1 more tool • Social media doesn’t work on it’s own • Must be part of a complete media matrix • And what worked yesterday for that other campaign… … well, you know.

  18. But it’s an awesome tool • Enhance what you are doing online – and offline • Quick, cost effective • Rapid response andinstant gratification • Activate and empower your members • Recruit new supporters

  19. facebook.com/AFTunion facebook.com/PinkHeartsNotPinkSlips facebook.com/AFTeveryday

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