Social Media 101

social media 101WHAT IT IS, WHY IT MATTERS and HOW IT’S CHANGING POLITICS

1Sunday, February 28, 2010

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 networking sites, like Facebook, Twitter, MySpace, etc...

- wikipedia

what is social media?

2Sunday, February 28, 2010

* 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

social media fun facts

3Sunday, February 28, 2010

- 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

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Hyper-growth! In less than 2 years Facebook has grown by 300 millions users

1/1/08

12/1/09

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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

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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

Oregon Facebook Demographics

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- 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

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Hyper-growth!

Before Obama’s campaign no one knew what Twitter was - today there are 50 million tweets per day

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- 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

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It’s All About Creating Viral Videos!

Over 20 million views

Viral ads can get more eyeballs than prime time t.v...

For a lot less $$$

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But I am no Barack Obama!

Nearly 7 million views

Watch

What Travels Virally?- Humor - Anger - Sentiment - Creativity

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- 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

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- Primary Demographic: 15 - 25

- Average User Age: 24

- Total Active Users:* Down 16 percent year from November 2008 - losing market share

- Fastest Growing Demographic: Teenagers

- New Users Last Month: - 1.1 million

181 million

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- Primary Demographic: 35 - 45

- Average User Age: n/a

- Total Active Users: 39 million

- Fastest Growing Demographic: Mothers

- New Users Last Month: n/a

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what does 500 facebook fans really mean?

16Sunday, February 28, 2010

500 Facebook Fans x 202 = 101,000 people that are potentially exposed to your message

The average Facebook user has 202 friends- insidefacebook.com

17Sunday, February 28, 2010

On the afternoon of 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.

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social media & campaigns CAN IT MAKE A DIFFERENCE?

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case study: scott brown COMPARISON: SCOTT BROWN V. MARTHA COAKLEY

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- 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

Brown Won the Online War

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Implementing a E-Communications Strategy from A - Z

case study: rep. cameron

22Sunday, February 28, 2010

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

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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

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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.

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Step # 4 - Social Network Cross MatchAn average of 65 % of emails have at least 1 social network profile

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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

27Sunday, February 28, 2010

Step # 6 - Telephone Town Hall

- Rep. Cameron had almost 1,800 of his constituents to join his first telephone town hall on Jan. 27th.

- Some callers were on the call for just a couple of minutes, others stayed on for the entire call. The average caller was on for 22 minutes.

- 10,000 phone numbers in his district were auto-dialed and asked to join the meeting through a pre-recorded message from Rep. Cameron.

- He promoted the telephone town hall through his integrated communication model; social networks, web advertisement, enewsletter promotion, and newspaper ads to make this happen.

Telephone town hall draws 1,800 people

GOP lawmakers use format to talk about taxes, jobs

By Peter Wong

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.

"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.

With computer technology, they said, staff members can provide follow-up responses and other information.

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.

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, who backed the measures.

Hanna said Republicans would continue to put forth their alternatives for job creation through tax 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."

January 28, 2010

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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?

29Sunday, February 28, 2010

Email Match

Social Network Match

Social Media Strategy

eNewsletter

eSurvey & Data Building

Calls to Action

Telephone Town Hall

Web Platform

Cameron’s New Integrated Communications Model

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- 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.

social media takeaways

31Sunday, February 28, 2010

OAA45,000 emails

41,000 social networks

Common Sense for Oregon125,000 emails

39,000 social networks

Oregonians For Food & Shelter

20,000 emailsn/a social networks

Oregon Family Council

36,000 emails32,000 social networks

A Powerful New Coalition of Influence

ORTL15,000 emails

12,000 social networks

Legislators and Campaigns100,000 emails

90,000 social networks

Oregonians In Action

60,000 emails50,000 social networks

Taxpayer Defense Project

68,000 emails66,500 social networks

32Sunday, February 28, 2010

OAA45,000 emails

41,000 social networks

Common Sense for Oregon125,000 emails

39,000 social networks

Oregonians For Food & Shelter

20,000 emailsn/a social networks

Oregon Family Council

36,000 emails32,000 social networks

A New Tool to Reinforce Candidates

ORTL15,000 emails

12,000 social networks

Oregonians In Action

60,000 emails50,000 social networks

Taxpayer Defense Project

68,000 emails66,500 social networks

Smithfor

Senate

Lawn Signs

Calls to Action

Endorsements

Town HallsFundraising

Phone Calls

Legislators and Campaigns100,000 emails

n/a social networks

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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

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