Social Media Strategy 101

Beth Becker@Spedwybabs

@ProgCongress@IndigoStrats

FB: SpedwybabsPinterest: Beth Becker

PA Progressive SummitMarch 1, 2013Harrisburg, PA

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Pyramid of Social Media Strategy

TargetedEngagement

AuthenticityIntegrationwith entire

organization

QualityContent

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Questions to Ask Yourself

What do I want to say?

When do I want to say it?

Who do I want to say it to?

Who do I want my audience to repeat it to?

What areas of interest exist between us & our audience?

How formal is my relationship with my audience?

Which social media platform is best to accomplish my goal?

What other pieces are there to this effort & how can social media complement them?

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Targeted Engagement

Who do you want to say it to?

GeographicGeographic

Political IdeologyPolitical Ideology

Issues of InterestIssues of Interest

NetworkNetwork

HashtagsHashtags

When do I want to say it?

FacebookFB Self Reports Best Time in general:

9-10 PM ET

Facebook Insights

Twitter

Tweriod.com

No Best Time- Repetition

Who do I want my audience to repeat it to?

Pay attention to what people comment on/retweet

Notice people’s bios

Ask open ended questions and note who responds

What areas of interest do I share with my audience?

Biggest +Building

community; Groups

Influencing the

Influencers

Easiest Targeted

Engagement

Web Traffic Driver

Integration of Blog w/Social

Biggest Demographics

Pretty even gender split,

under 35

18-24, no gender gap

Tech minded young men

(18-25)

Women w/80%

18-34, little gender gab

Types of Content

links, pictures, video get

most traffictext only

links most popular

pictures/video are now

embedded

links, text, pictures, video,

podcasts

pictures and video anything goes

Best Uses

long term conversations, social action,

internal & external

communication

media/blogger outreach; real

time conversation;

trend monitoring

hangouts for small video conferences

web traffic referral,

meme testing

collaborative social media

ie. story gathering

Which social media platform is best to accomplish my goal?

Facebook Groups as Organizing Tools

*Internal Team Communication (secret)

*Group of people with a common interest, cause or work to do

*Group training community- good as a follow up & keep in touch tool

Facebook Groups as Organizing Tools

How formal is my relationship with my audience?

Don’t mistakeformalityfor lack ofpersonality

What other pieces are there to this effort & how can social media complement them?

Offline Online

Doing a townhall Take ?s via Twitter or Facebook

Holding a press conference Do a Blogger Call/Hangout

Door knockingLive Tweet- do a series of Pinterest boards featuring

neighborhoods

Holding a rallyCreate a foursquare location,

Live Tweet, designated #

Doing any kind of advocacy pushCollect stories/pictures etc

via Tumblr

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Twitter Townhalls

• Just like an offline event, except on Twitter

• Possible Panel: – @Moderator– @PolicyExpert– @PolicyMaker

• Format– Panel discussion: 20-30 min– Audience Q&A: 20-30 min– RT question, then answer w/out

@Reply• Use an event hashtag– Promote in advance– Collect audience Qs in advance– Allows easy data collection

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FacebookTownhall

Tumblr

story collectionfor advocacy

Tumblr

memes

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Pinterest Auction

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Pintition

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Denial of Hashtag• Take back the conversation on

Twitter– #Stimulus– #3yearsNoBudget– #Obamacare

• Identify & mobilize against right-wing hashtag campaigns

• Use email, our hashtags & other channels to mobilize your networks– #p2– #ctl (#connecttheleft)– Issue specific hashtags

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RelativelyInexpensive

HighlyTargeted

StealthFacebook Ads

SourceUntraceableCall to Action

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Facebook Pages Outreach

Your Page

Other targeted pages

• Toggle to use Facebook as your page• Post your message on affinity pages• Vary the text of your posts to avoid being suspended for

SPAM

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Custom Avatars/Twibbons

Trends

Increased use as Rapid Response

Trends

Online advertising continues to grow

Trends

Mobile and Tablets continue march to market domination

Trends

Curation or Becoming the expert through generosity

Trends

From Social Media to Social Networking to Social Sharing to Social Shopping

Trends

Cross pollination of platforms

Trends

The game-ification of social media

TrendsEmbedded Action