Social Media 101

1. Social Media 101 Overview and Best Practices INTRODUCTION November 22, 2013

2. Introduction • Obama Campaign Lessons from 2008 (Part 1) • Social Media Activism Training Program

3. How do you get people to invest (time, energy, money, etc.) into your organization when they… • Don’t know who you are • Don’t live near you • Have no reason to listen to you • May have more familiar options • May have a negative opinion or perspective of you?

4. How did THIS Guy… • Don’t know who you are (completely unknown) • Don’t live near you (from Chicago) • Have no reason to listen to you (No history) • May have more familiar options (Hillary Clinton, Howard Dean, others…) • May have a negative opinion or perspective of you? (Inexperienced, no record, etc.)

5. Become THIS Guy…

6. HOW??? • Know your GOALS • Build the right STRATEGY Define yourself Define your opposition

7. Knowing your GOALS, building the right STRATEGY, and BRANDING lets you… OUTMANEUVER OUTWIT and ultimately WIN!

8. What the Obama Handlers know… IT’S NOT ABOUT YOU OR YOUR ORGANIZATION!! It’s ALL about your AUDIENCE and their PERCEPTION…

9. WHAT IS YOUR STRATEGY? • What is your Value Proposition? In other words, WHY should anyone care? WHAT DO YOU REPRESENT? Obama chose “Change you can believe in” and transposed that against “Same old Washington. Insider. Same mess different day!” Hip, Cool, Different CHANGE !! More of the SAME

10. IMAGE Problems • How do you define your opposition? This is how your opposition has defined you! What is the CURRENT IMAGE --, how do you change it? They have branded the Tea Party as crazy, racist, backwoods, rednecks.

11. IMAGE Problems The “rich” in Robin Hood was a tax crazed government which had taxed everyone into poverty or slavery. • What image SHOULD you have? Your NEW Image… X The real story was about giving BACK what the government had taken away! Embrace Robin Hood as a mascot

12. IMAGE Problems • What image SHOULD you try to paint of your opposition (media, liberals, etc.)? Their NEW Image… Knowingly repeats liberal lies

13. KEY strategies for success… Integrate the Internet into everything you do. Make the Web the hub of your operations. Be Grass Roots with your Internet activities, think like your target Audience Create and maintain connections, big and small, so your audience becomes part of your mission Brand YOURSELF and brand your OPPOSITION

14. Effective Opposition Branding • You don’t always have to create the image, but get it in front of your audience! • Follow the 40 / 40 / 20 rule (2-2-1) 2 info images, 2 content (with graphics), and 1 text.

15. DO NOT engage in calling your potential audience names… • Instead, understand they have been indoctrinated. NO ONE votes for their own destruction. Take advantage of their “victim” mentality, show how they are VICTIMS of a lying media and liberal establishment. X X

16. Agenda • Why bother with Social Media? • What Do We Mean by ‘Social Media’? • Social Messaging Demographics • Social Media and the Conversion Funnel • Facebook • Twitter • Social Messaging Do’s and Don’t’s • Appendix: Other Social Media Platforms

17. Why bother with Social Media? Engaging in social media can help: • Disseminate information and achievements to your audiences. • Ask stakeholders to take action. • Connect to other organizations. • Build grassroots efforts through local social networks. • Keep advocates up-to-date on local and national progress. • Solicit feedback and ideas from people or organizations in your community.

18. Why bother with Social Media? Social Media is NOT MAGIC--, it provides communication tools. Social media is only one of the tools in your communications toolkit. Used correctly, social media helps expand the reach of your other communications efforts such as: • websites • press materials • newsletters • e-blasts Social media provides another communication channel by distributing your messages in a fast and easily accessible way that allows for viral distribution.

19. What Do We Mean by Social Media? Sources: http://socialmediatoday.com/node/1648356 http://visual.ly/social-media-explained-healthcare

20. Social Messaging DemographicsWho and where is your audience? Sources: Facebook and Twitter: http://pewinternet.org/Reports/2013/Social-media-users/Social-Networking-Site-Users/Demo-portrait.aspx

21. Why bother with Social Media? Social media is a two-way street. Get INVOLVED with the community and conversation. Do more than just “PUSH” information because eventually your audience will tune out. It will take time to learn a new technology, adapt to a new way of communicating and find ways to grow. Making the investment will be well worth the return—a robust online community to engage with and help advance your efforts!

22. Social Media and the Conversion Funnel *SOV = Share of Voice

23. Facebook, Twitter, & Google+ Organic Growth

24. Organic Growth Early efforts should not focus on paid campaigns – unless you have the budget to support it. Early social media efforts will focus on two key dimensions: • REACH (Network, audience, target groups, fans, friends, allies, etc.) • ENGAGEMENT (Interaction, shares, communication, etc.

25. Organic Growth (Reach) Creating an Online ImpactDeveloping an EFFECTIVE Web Presence • SEO • Content Publishing • Social Media Basics • Facebook • Twitter • Google+ Set up your accounts, define your direction, create strategies, and develop content support plans.

26. Organic Growth (Reach) Your Organization: Vision, Values, Mission, Goals LinkedIn Facebook Page Google Plus Blog and/or Website Pinterest Twitter YouTube Creating an Online ImpactDeveloping an EFFECTIVE Web Presence Use a “Hub and Spoke” concept. Your HUB is your Vision, Values, Mission, and Goals. All of your efforts should align with V.V.M.G. Your internet hub should be your main web page with your key content such as a Blog, a Web Site, or a campaign page. The “spokes” are your communication methods such as Facebook, Twitter, Google+, e-mail, in person meetings (events), etc., etc., etc.

27. Organic Growth (Engagement) Build Your NetworkBuilding a Social Media Network • Build your profile • Build an Audience • Communicate • Engage • Build a Network Begin to execute your social media and communication campaign. Work to collaborate with others and dedicate the time and effort to growing your online presence or your “Share of Voice” (SOV).

28. Organic Growth (Engagement) Move From Information to ActionEffective Social Media campaigns take a LOT of work! • Creating the ISSUE messages • Building the social media calendar • Overcoming the Big Media Narrative • Coordination • Rapid response • Community Campaigns • I am the TEA Party • The opposition, the media LIAR, LIAR pants on fire! Engage in coordinated media campaigns. Plan out the strategies, issues, and content that will be promoted. Work to develop a more formally structured approach: Who (target audience), What (Message / Issue), Where (Blog, Facebook, Twitter, etc.), When (Social Campaign Calendar).

29. Facebook Paid and Organic Growth

30. Example: Driving Awareness and Considerationon Facebook (FB) High-SOV Tactics: For key campaigns, activities, and events, invest in FB Homepage placements. Engage in conversations and post links to your content. Content Engagement: Run FB Page Post Ads and Sponsored Stories to engage fans and their friends with compelling content (i.e., video). Work with other groups and “Like” their pages. Reach out to coordinate and collaborate. Fan Acquisition: ALWAYS make the “ask” to “Like” your page, to share your material, etc. Be sure to encourage action whenever possible. Joint other groups and participate in the conversation.

31. Consider Paid Advertising on Facebook Activist Organizations: Quick way to build Reach and develop a Network. Facebook “Acceptance” Any large organization has some “activist” individuals, even when the company itself may not agree. Paying for at least a SMALL amount of advertising helps to avoid being targeted for “objectionable” content removals.

32. Facebook Sponsored Stories vs. Ads Ads (Okay) Sponsored Stories (Best!) • Voice of friend (social sharing context) • Image and copy dependent upon page content and story type • All FB placements • Most efficient FB ad type due to social context/friend endorsement • Voice of brand / company / organization speaking to user • Custom image and ad copy • Not derived from page content • All FB placements • Less efficient performance due to lack of social context

33. Facebook Targeting Capabilities (Paid) • Demographic • Age and gender • Geographic • As granular as zip code (US only) • Interests and passion points • Precise • Topic • Broad categories • Partner categories • Page connection • Include/exclude fans • Target friends of fans

34. Facebook Targeting Capabilities • Advanced • Relationship status • Languages • Education • Workplace • Placement • News Feed (mobile and/or desktop) • All Facebook desktop

35. Facebook Targeting: Custom Audiences • Custom Audiences let marketers find their offline audiences among current Facebook users. • You can now find the exact people you want to reach defined by what you already know (i.e. email addresses, phone numbers or Facebook user IDs). • Identify Segments • Could be activists, prospects, allies, users with similar views, etc. • Find Targets on Facebook (known user targets) • Input an email or phone list representing your segments • List is hashed before being sent to Facebook • System matches the hashes against Facebook’s active users • Custom audience pool is built with everyone that matches your list

36. Facebook Targeting: Custom Audiences • Custom Audiences let marketers find their offline audiences among current Facebook users. • You can now find the exact people you want to reach defined by what you already know (i.e. email addresses, phone numbers or Facebook user IDs). • 3. Reach the exact people you want to talk to with Facebook ads • Can also overlap classic targeting to refine your audience and reach an even more precise group • 4. Create ‘lookalike’ profiles to target based on your initial custom audience lists • Expand reach to relevant users

37. Twitter • Paid campaigns

38. Example: Driving Awareness and Considerationon Twitter High-SOV Tactics: For key campaigns, activities, and events, invest in Promoted Trends Incremental Engagement: Run Promoted Tweets to engage followers and similar users with compelling content (i.e., video) Follower Acquisition Run Promoted Accounts as an efficient, always-on follower acquisition tactic

39. High SOV: Twitter Promoted Trends Own Promoted Tweets at the top of your hashtag’s conversation stream in order to drive and own that conversation Own the top trending topic for 24 hours 5-10x engagement rate increase over Promoted Tweets

40. Twitter Promoted Tweets and Products Promoted Accounts (follower acquisition) Promoted Tweets (engagement) Promoted Trends (high SOV)

41. Twitter Targeting Capabilities • Geographic • As granular as city (US only) • Interests and passion points • Robust list of interest categories and sub-categories • Target users who follow specific handles • Target users by terms they search for in Twitter • Page connection • Include/exclude followers • Target follower lookalikes (based on common interests)

42. Social Media Campaign Do’s and Don’ts • Don’t… • Only “Push at” people, neglecting the on-site experience and attempting to drive users to an external page. • Use generic/broad messaging • Limit your number of creative assets • Incentivize users to like or follow your brand via gimmicks, sweepstakes and promotions, and then leave them no reason to return to your page later Do… • Have a robust content strategy prior to buying paid media • Focus content around on-site user experiences such as apps, brand pages, games, etc. • Make sure your message is aligned with your target audience • Vary content/messaging as much as possible • Build a following for your on-site brand presence by promoting engaging and unique content

43. What’s Next?? • Tools, Templates, and Training on developing • Vision • Values • Mission • Goals • Create an Online Impact • Content Publishing • SEO • Collaboration • Saturation • Build Your Network • Build your profile • Build an Audience • Communicate (Push) • Engage (Collaborate and Share)

44. What’s Next?? • From Information to Action Effective Social Media campaigns take a LOT of work! • Create the Issue Message (template provided) • Build the Social Media Calendar (template provided) • Coordination • Rapid Response • Goals • Branding is IMPORTANT! • Overcoming the Big Media narrative • Local and National Community Campaigns (MUST be consistent until message resonates) • I am the Tea Party • We are Robin Hood (T.E.A. Mascot) • Brand the Opposition (MUST be consistent until message resonates) • Stop Stealing our Future! • WAR on Success – WAR on our Future! • Liar, Liar, Pants on Fire! • Used Car Salesman • ShamWOW!!!!!