Twitter 101 for politicians

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Social Media for Business

Social Media for Politics#sroelearn

April 2, 2013Peter Jurisic &Sean Sandhurst

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Agenda

Questions? Yes please.

Who we are

Todays agenda

Presentation will be available on Slide share shortly after noon mountain time

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What is Twitter?

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A Micro-blog platform started 7 years agoPosts are only 140 characters long Embed photos and video500 million usersArguably the most powerful medium today.

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Its not about the Kardashians!!!

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World Health OrganizationIsraeli Defense ForcesNational Hurricane CentreHappy to present Sean Sandhurst

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Twitter Terminology

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RT - retweet MT - modified tweet@socialroe -twitter name# hashtag - subjectBio (160 characters) Avatar imageDM direct messageHandle twitter name

Trending-trending subjectsFavorite-kudosFF follow FridayHT hat tipLists-are lists!Mention-your name is referenced in a tweetOH overheard

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Lists - Curated groups of other Twitter users. Used to tie specific individuals into a group on your Twitter accoun

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Twitter Dos

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Complete your profile (dont use the egg)Be active Post everyday (at least once a day)80% of Twitter users expect a response with 24 hours*Be interesting Think before you tweetBe open and honest Be professionalBe humbleUse your voiceBe polite and courteous

*eMarketer

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Twitter Dos

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Include a #hashtagBecome part of the conversation#bikepaths #cdnpoli #yyc #yvr #nenshiTo add humour #learningasIgo (Learning as I go )Use the correct termsMT, RT, DM, etcInclude photos / videoListen and engageEngage influential followers Followers who have RT and Reply numbers Identify your cheerleaders (advocates) and connect with themIdentify passionate champions

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Twitter Dos

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Have a conversationSet your tone and stick with it! Be socialAsk questions / opinions / feedbackInvolve followers in conversationInvolve follower in your campaign and daily lifeInclude linksDont schedule posts to help manage timeThe political landscape is always shifting

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Twitter Dos

Design a guideline for posting that is suited to your campaign or constituency that shows your personality and connectionsMonday: 7:30 Where are you going to be todayTuesday: 8:30 Your opinion on news eventsWednesday: 12:00 Lunch venue in communityThursday: 4:00 Something personalFriday: 10:00 Local issues

Yes you need to tweet on Saturday and Sunday too.

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How to be a great Tweeter

Leave room for a retweetGive credit-acknowledge good pointsThank peopleCorrect spelling and grammar (within reason)Engage with personal notesReview followers profile for detailsBest practice for tweet character length: 71 -100 as it leaves room for RT comment and @__Address268% more RTs than if 0 - 40 characters84% more RTs than if 41 70 characters15.6% more RTs than if 100+ characters

*QuickSprout quicksprout.com

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Twitter Donts

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Do not fightDo not delete Tweets (they are already out there)Do not over postDo not under postDo not use incorrect terminologyDo not post when: angry, inebriated, emotional or without some thought of what you are posting think before you post!Do not post inappropriate text, photos or videos Note: similar to public life: If there is any chance of something hurting your reputation on being misconstrued dont tweet it. Have you heard what people are saying about you? Have you seen this picture of you? Never, ever, click on these tweets, they will hack your account. http://www.cuancats.nl/rss/your-twitter-account-is-hacked-stop-the-spam.htm

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Follow vs Following

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Dont buy followersDont auto-followUn-follow spammersWatch your ratios :1368 following 972 followersFollow journalistsFollow influencersFollow your competitorsFollow the party leadersFollow community leadersFollow your interests

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Direct Messages & Responding to Tweets

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Only those that are following you and that you follow can exchange direct messagesRespond to all direct messages but dont click on any links that you dont knowTry to respond to as many as possible within 24 hoursSet aside half an hour a dayReference ROE for monitoring and scheduling

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Your conversations are seen and heard

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Take the conversation offlineBe polite and empatheticOffer an opportunity to receive a DM (direct message)Offer a link for more information, email request, FAQ, etc

Do not debate in public forum Be empatheticTry to direct the conversation offlineDo not fight If need-be implement the bury it strategy

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Develop a Plan

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P: PeopleYour voters social activitiesO: ObjectivesWhat are your goals and your campaign objectives?S: StrategyPlan for how relationships with voters will changeT: TechnologyDecide which social technologies to use*Forrester

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Engaging

ResearchListenEngageManageMeasure

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The Power of Social Media

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People are talking about you. Would you like to hear what they are saying?

Meanwhile in Berlin

In Calgary

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The Power of Social Media

Word of MouthHave you heard these? They tell two friends, and so on and so on.If someone has a good experience they will tell 2 friends. If someone has a negative experience they will tell 10 friends.

It used to be Six Degrees of Separation (Kevin Bacon).Now it is Three Degrees (due to social media

How can you help drive your message through social media with your followers followers? (extend your reach)

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The Power of Social Media

Word of MouthSocial Media can spread your message effectively and efficientlyhave your followers spread your message (peer to peer)Have your followers convert others (vote building)

90% of people trust peer recommendation s14% trust advertisingUse peer recommendations to gain supportGet connected and get elected

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How Journalists Use Twitter

To push their stories and gain more exposure to a larger audienceTo incite conversation surrounding a specific topic while trying to remain unbiasedTo troll Twitter for story tips and scoopsTo involve followers and a wider audience - especially through the use of hashtags in the development of a story

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Journalists using Twitter

Jason Markusoff @markusoff (Calgary Herald/PostMedia)Brian Stelter @brianstelter (NY Times)Kevin Carmichael @carmichaelkevin (US journalist)Chantal Hebert @chantalHbert Andrew Coyne @acoyneJay Rosen @jayrosen_NYUAnd so many others

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The Power of Social Media

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Observing or sharing.

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How people share31% share on a Smartphone18% share on a PC

The Power Of Social Media

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Social versus email

GooglePlus Hangout

Vine

Trends

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2012 was the first year that social conversations had more use than emailGeneration Y, Z and Swipe* consider eMail passe In 2009 Boston college stopped issuing email addresses to Freshman 31% of time spent on the internet (in US) is Social and only 16% is email**2010 Sheryl Sandberg (Facebook COO) predicted this11% of teenagers email dailySMS and social networkinghttp://www.youtube.com/watch?v=Gm8NdNy4wOM

**

Email versus Social conversations

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Trends

GooglePlusGooglePlus hangoutIntegrated video conferencing applicationObama uses (with a contest)Ask a question, have a small town hall style video chatVineWhat is it? An integrated video application for Twitter and Facebook (easy to use)6 seconds of video (to follow the 140 character process)

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Trends

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What are people doing?42% are social networking while using another device

Note that the Second screen phenomenom will be a factor in campaigning

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Social TV: 77% of people in front of TV (Live or tapped) have a 2nd device 60% emailing; 44% browsing (Shopping) 42% social networking

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MobileWhat activity

In fours year s mobile use has grown 3X

*Source: eMarketer January 2013

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Facebook TwitterGoogle+ Pinterest LinkedinMale14 41711850Female5759298250Age 0-24141950104 25-341823282615 35-442425112932 45+4433113549Education >Diploma9953 High School108910 College57596137 Bach/Grad24242550HHI0-24,000915102125-49,0003338372250-99,00047374650100,000+111077

US stats who is on social media %

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Thank you. Questions?

info@socialroe.comFacebook Ads 101 for Politicians: A week from today register at socialroe.com

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