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Social Media 101
Social media has changed politics by allowing politicians to directly connect with voters through platforms like Facebook, Twitter, and YouTube. A case study on Scott Brown's campaign for US Senate found he had a large advantage over his opponent Martha Coakley in social media engagement that may have contributed to his unexpected victory. Another case study showed how a representative implemented a comprehensive e-communications strategy utilizing their website, email newsletter, and social media to engage constituents.
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Social Media 101
- 1. social media 101 WHAT IT IS, WHY IT MATTERS and HOW IT’S CHANGING POLITICS Sunday, February 28, 2010 1
- 2. what is socialmedia? Social media is a blanket term used to describe several online platforms that utilize the internet to facilitate social interaction through written, visual, or audible content. Examples include blogs, podcasts, online forums, and social net working sites, like Facebook, Twitter, MySpace, etc... - wikipedia Sunday, February 28, 2010 2
- 3. social media funfacts * Nearly 1 billion videos are viewed on YouTube per/day * If Facebook were a country it would be the 4th largest * 50 million Tweets per/day * 3.8 billion photos on Flickr Sunday, February 28, 2010 3
- 4. - Primary Demographic:25 - 55 - Average Age: 36 - Total Active Users: 350 million - Fastest Growing Demographic: 45-55 women - New Users last month: 5.2 million Roberts Example Sunday, February 28, 2010 4
- 5. Hyper-growth! In less than 2 years Facebook has grown by 300 millions users 12/1/09 1/1/08 Sunday, February 28, 2010 5
- 6. Hyper-growth! Facebook is now the 3rd largest site in the world - bigger than Ebay, Amazon, AOL and Wikipedia It took cable t.v 10 years to reach 50 million viewers... and 38 years for radio to reach 50 million listeners Sunday, February 28, 2010 6
- 7. Oregon Facebook Demographics Area Ages 14 and Up Ages 18 and Up Percentage Ages 35 and Up Percentage OREGON 1,001,600 917,680 92% 458,320 46% Greater Portland 675,120 611,920 61% 314,060 32% Greater Eugene 138,480 129,540 12% 63,503 7% Greater Salem 299,332 280,990 28% 134,802 13% Greater Medford 55,344 50,106 5% 28,395 3% Greater Bend 36,837 33,568 4% 18,290 2% - 9/17/09, Metropolitan areas include a 50 mile radius Sunday, February 28, 2010 7
- 8. - Primary Demographic:25 - 40 - Average User Age: 32 - Total Active Users: 70 million - Fastest Growing Demographic: Businesses - New Users Last Month: 3.4 million Lindsay Example Sunday, February 28, 2010 8
- 9. Hyper-growth! Before Obama’s campaign no one knew what Twitter was - today there are 50 million tweets per day Sunday, February 28, 2010 9
- 10. - Primary Demographic:25 - 45 - Average User Age: 33 - Total Active Users: 195 million accounts - Fastest Growing Demographic: 35-45 men - New Users Last Month: 1.5 million Smith Example Sunday, February 28, 2010 10
- 11. It’s All AboutCreating Viral Videos! Viral ads can get more eyeballs than prime time t.v... For a lot less $$$ Over 20 million views Sunday, February 28, 2010 11
- 12. But I amno Barack Obama! What Travels Virally? - Humor Watch - Anger - Sentiment - Creativity Nearly 7 million views Sunday, February 28, 2010 12
- 13. - Primary Demographic:35 - 55 - Average User Age: 41 - Total Active Users: 65 million - Fastest Growing Demographic: Job Seekers - New Users Last Month: 1.7 million Sunday, February 28, 2010 13
- 14. - Primary Demographic:15 - 25 - Average User Age: 24 - Total Active Users: 181 million * Down 16 percent year from November 2008 - losing market share - Fastest Growing Demographic: Teenagers - New Users Last Month: - 1.1 million Sunday, February 28, 2010 14
- 15. - Primary Demographic:35 - 45 - Average User Age: n/a - Total Active Users: 39 million - Fastest Growing Demographic: Mothers - New Users Last Month: n/a Sunday, February 28, 2010 15
- 16. what does 500facebook fans really mean? Sunday, February 28, 2010 16
- 17. The average Facebookuser has 202 friends - insidefacebook.com 500 Facebook Fans x 202 = 101,000 people that are potentially exposed to your message Sunday, February 28, 2010 17
- 18. On the afternoonof July 14th, comedian Dave Chappelle told five people about a free show he was hosting that night at Pioneer Square. In just a few hours notice, over 4,000 people showed up due to personal advertisement on people’s twitter, facebook and myspace profiles and pages. Sunday, February 28, 2010 18
- 19. social media &campaigns CAN IT MAKE A DIFFERENCE? Sunday, February 28, 2010 19
- 20. case study: scottbrown COMPARISON: SCOTT BROWN V. MARTHA COAKLEY Sunday, February 28, 2010 20
- 21. Brown Won theOnline War - 10:1 Advantage in Web Traffic - 10:1 Advantage in YouTube Video Viewership - 3:1 Advantage in Twitter Followers - 4:1 Advantage in Facebook Fans Election Day Result: Brown 52% - Coakley - 47% - Time Magazine - 2/9/2010 Sunday, February 28, 2010 21
- 22. case study: rep.cameron Implementing a E-Communications Strategy from A - Z Sunday, February 28, 2010 22
- 23. Step # 1- Website - An integrated database driven website was built from one of 16 ready to launch templates from Influential Data. - Rep. Cameron’s highly functional website becomes the central portal for content and is fully integrated into his enewsletter, social networking channels and telephone town hall platforms. - His privately designed website is now linked from his official legislative site. website Sunday, February 28, 2010 23
- 24. Step # 2- Enewsletter - Influential Data built an integrated enewsletter template that leveraged the look of the website. - The template comes with online viral tools such as ‘tell a friend’ feature and social networking share buttons, as well as embedded eSurveys and social network links. - His 1st Enewsletter had open 17% open rate and 160 people answered his eSurvey. enewsletter Sunday, February 28, 2010 24
- 25. Step # 3- Email Cross Match - We took 25,000 individual records from the voter file in the 19th District (Cameron’s District) and cross match the records for emails. - 5,000 unique emails were produced. - The email database can be sliced and diced just like a voter file, allowing Cameron to target specific demographics like women, elderly, geographic regions, and much more with email communications. - The possibilities for email micro- targeting are endless. Sunday, February 28, 2010 25
- 26. Step # 4- Social Network Cross Match An average of 65 % of emails have at least 1 social network profile Sunday, February 28, 2010 26
- 27. Step # 5- Social Network Strategy - Facebook, Twitter and YouTube accounts were created for Rep. Cameron - Content posted to his website is subsequently posted to his social networks, ensuring his message and calls to action are maximized and his friends are engaged in his activities - First goal was to get to 500 Facebook friends. He is now there and going for 1,000 Sunday, February 28, 2010 27
- 28. Step # 6- Telephone Town Hall - Rep. Cameron had almost 1,800 of his constituents to join his first telephone January 28, 2010 town hall on Jan. 27th. Telephone town hall draws 1,800 people GOP lawmakers use format to talk about taxes, jobs - Some callers were on the call for just a By Peter Wong couple of minutes, others stayed on for the entire call. The average caller was on As strong as the message was from the two top Republicans in the Oregon House about taxes and jobs, what was more significant Wednesday night was the medium. About 1,800 people listened at some point during an hourlong telephone town hall conducted by Reps. Kevin Cameron of Salem and Bruce Hanna of Roseburg. "That's more than all the people at my town halls combined for the past six years," Cameron said afterward. for 22 minutes. "Obviously, you do not have the personal interaction with an individual that I think is critical. But I think that's far outweighed by the numbers you can reach with your message." Hanna said the format would prove useful in a far-flung district such as his, which covers parts of two counties in Southern Oregon. - 10,000 phone numbers in his district With computer technology, they said, staff members can provide follow-up responses and other information. were auto-dialed and asked to join the meeting through a pre-recorded message Flanked by aides who took the calls in Hanna's Capitol office, Cameron and Hanna answered 16 questions, mostly from people within Cameron's District 19 in South Salem, Aumsville and Turner. About 10,000 received automated calls inviting them in advance, Cameron said, and most of the 1,800 callers chose this route. A few signed up on Cameron's unofficial Web site. More than half of the questions were about the two budget-balancing tax measures that voters approved in a statewide election Tuesday. None of the questioners, or most Republican lawmakers, supported Measures 66 or 67. from Rep. Cameron. In an answer to Jack Federico of Turner, Cameron said he sympathized with opponents. "But we have to look to the future," Cameron said. "These two tax measures don't solve our problems in the future." With just 24 of the 60 seats, Republicans cannot do much in the House without support from Democrats, - He promoted the telephone town hall who backed the measures. Hanna said Republicans would continue to put forth their alternatives for job creation through tax through his integrated communication model; social networks, web incentives — and without specifying it, look to the Nov. 2 general election to win a few more seats. But he said people have to hear the GOP message. "We agree with you that this additional tax is a real burden," Hanna said in response to another caller. "But our goal now is to come up with legislation we can introduce that will help create more jobs." advertisement, enewsletter promotion, and newspaper ads to make this happen. Sunday, February 28, 2010 28
- 29. Step # 7- Evaluation - All of Rep. Cameron’s new tools came with sophisticated analytics that: - Measure web traffic - Enews open rates and click throughs - Social networking friend growth - Interaction levels - Survey responses - Telephone town hall attendance - These tools enable him to continually refine and improve his strategies - What areas can he improve? - What is working? Sunday, February 28, 2010 29
- 30. Cameron’s New IntegratedCommunications Model Web Platform Calls to Action eNewsletter Telephone Email Match Town Hall eSurvey & Social Network Data Building Match Social Media Strategy Sunday, February 28, 2010 30
- 31. social media takeaways - Listen and React. Social networks are giant focus groups. - Be creative and engaging. Today, information is no longer a scare resource, attention is... How are you going to capture it? - Test, Refine and Improve. Start small and see what is effective. - Social media is a TWO way channel. Use it as an avenue for voter contact just like a phone number, website, or email. - Be careful. One bad Tweet or Facebook post can cost you. - Relevant and Topical. Timing is everything. Sunday, February 28, 2010 31
- 32. A Powerful NewCoalition of Influence ORTL 15,000 emails 12,000 social networks Legislators and OAA 45,000 emails Campaigns 41,000 social networks 100,000 emails 90,000 social networks Oregonians In Common Sense Action for Oregon 60,000 emails 125,000 emails 50,000 social networks 39,000 social networks Oregonians For Oregon Family Food & Shelter Council 20,000 emails 36,000 emails Taxpayer n/a social networks 32,000 social networks Defense Project 68,000 emails 66,500 social networks Sunday, February 28, 2010 32
- 33. A New Toolto Reinforce Candidates ORTL 15,000 emails Legislators and 12,000 social networks Campaigns OAA 100,000 emails 45,000 emails n/a social networks 41,000 social networks Lawn Signs Phone Calls Endorsements Oregonians In Common Sense Action for Oregon 60,000 emails Smith 125,000 emails for 50,000 social networks Senate 39,000 social networks Fundraising Town Halls Calls to Action Oregonians For Oregon Family Food & Shelter Council 20,000 emails 36,000 emails Taxpayer n/a social networks 32,000 social networks Defense Project 68,000 emails 66,500 social networks Sunday, February 28, 2010 33
- 34. Resources - Me (Luke Kintigh) - Email: [email protected] - Twitter: @lukekintigh - Facebook: facebook.com/luke.kintigh - Book: Barack Obama’s Social Media Lessons for Business Authored by Brent Leary * David Bullock - Book: Yes We Did! Inside Look at How Social Media Built the Obama Brand Authored by Rahaf Harfroush - Website: www.insidefacebook.com - Website: www.epolitics.com - Website: www.emarketer.com Sunday, February 28, 2010 34