Amplifyimpact
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This document discusses how to integrate new media strategies into political campaigns and organizations. It provides examples of how to use different social media platforms like Facebook, Twitter, blogs and photos/videos to engage supporters around key moments and events. The goal is to meet communities where they are online and use new media to support fundraising, organizing, communications and other offline work. Platforms, messaging and integrating new media into all aspects of a campaign are highlighted as important factors for success.
Amplifyimpact
- 1. ROOSEVELT ONLINE: AMPLIFY YOUR IMPACT IMPACT @vivaroosevelt @dantebarry #lead2012
- 2. ObJECTIVES What We’re Talking AboUt What We’re Talking AboUt 1. How to integrate new media with all areas: field/organizing; communications; data/technology; and policy 2. How to utilize and choose tools and resources to STRATEG adopt strategy Y That will inform... 1. How to create shared, motivational action 2. How use action to develop and expand resources 3. How to develop and utilize new media tools to aid your ACTION strategic campaign or project. #lead2012
- 3. WHAT IS NEW MEDIA? NAME SOME PLATFORMS NAME SOME PLATFORMS #lead2012
- 4. INTEGRATED CAMPAIGNS #WINNING! #WINNING! TWO WAYS TO USE THE INTERNET: 1. Support all other work Fundraising (field, finance, communications, Online fundraising, policy, etc.), Presence helping them to go to scale Field / Communicatio 2. Creating new avenues Organizing ns for organizing by capitalizing on key moments #lead2012
- 5. BUILDING RELATIONSHIPS WHO ARE MY PEOPLE? WHO ARE MY PEOPLE? SIDELINES SUPPORTERS STATUS QUO ACTION SIDELINES #lead2012
- 6. BUILDING THE STORY ASPIRATIONAL MESSAGING ASPIRATIONAL MESSAGING The pyramid demonstrates how your message for engagement campaigns needs to appeal to people on many levels in everything you do, to a press release to a volunteer ask. #lead2012
- 7. CRAFTING YOUR MESSAGE WILL OUR MESSAGE WORK? WILL OUR MESSAGE WORK? 1. Start with your project / event RETAIN AND - Values, experiences, and reasons for REPEAT launching. Does our message create an 2. Use your research emotional reaction? Emotional - Supporter research, self-research (and opposition) research to inform part’s of Does our message come off as your narrative that you emphasize most. genuine? Authentic Will people actually say the most 3. Determine the best important elements of the message “positioning” for to others? Repeatable messages #lead2012
- 8. WHAT PLATFORM DO I USE? MEET THE COMMUNITY WHERE THEY ARE MEET THE COMMUNITY WHERE THEY ARE Source: Ventureneer #lead2012
- 9. WHAT PLATFORM DO I USE? MEET THE COMMUNITY WHERE THEY ARE MEET THE COMMUNITY WHERE THEY ARE Source: Pew Research Center, 2012 #lead2012
- 10. CAPTURE KEY MOMENTS CASE STUDIES CASE STUDIES Holidays & Milestones MLK Day Independence Day President’s Day Stonewall Riots Current Events State of the Union Inauguration ACA at Supreme Court Debt Ceiling #roosevelt Roosevelt Activity 7 Roosevelt’s Birthday Policy Expo Hyde Park #lead2012
- 11. #ROosevelt7 FACEBOOK FACEBOOK #lead2012
- 12. #ROosevelt7 Twitter Twitter #lead2012
- 13. #ROosevelt7 PHOTO and video PHOTO and video #lead2012
- 14. #ROosevelt7 BLOG BLOG #lead2012
- 15. CASE STUDY #2 State of the union 2012, #ROoRxn State of the union 2012, #ROoRxn #lead2012
- 16. CASE STUDY #2 #ROoRxn #ROoRxn #lead2012
- 17. CASE STUDY #2 #ROoRxn #ROoRxn #lead2012
- 18. CASE STUDY #3 CHAPTER LEVEL CHAPTER LEVEL #lead2012
- 19. CASE STUDY #4 POlicy Expo POlicy Expo #lead2012
- 20. EXERcise Let’s put it into practice Let’s put it into practice At your table, develop a new media strategy for a ‘key’ moment (i.e., holiday, milestone, current event, Roo activity). 1. Build a campaign / project message. 2. Identify the community you’re trying to reach /mobilize. 3. Identify what new media platforms you will use to reach your community and supporters. 4. Set goals for reach; re-tweets; shares; views; reads; online / offline conversion #lead2012
- 21. New media tools WHAT YOU CAN USE FoR FREE! WHAT YOU CAN USE FoR FREE! MailChimp LogoMaker.Com Wordpress Social Networking Sites Petitions (Change.org; HTML Act.ly) Short Code SMS Resources: Google Analytics NOI Tip of the Day Tweet Deck Bit.ly Twitterholic Facebook Insights Visual.ly Creative Commons #lead2012