Developing  Grassroots  Campaigns  to  Build  Your  Social  Presence  

Mary  Leschper  Social  Media  Analyst  

The  American  Petroleum  Ins@tute    June  11,  2014  

Grassroots  Campaigns  of  the  Past  •  Local  •  Face-­‐to-­‐Face  or  Door-­‐to-­‐Door  outreach      •  Neighbors  •  Community  leaders    •  Local  influencers  •  Friends  

Grassroots  Campaigns  in  a  Digital  World      

•  Socially  and  virtually  engaged    •  State/na@onal/global  scale      •  24/7  cycle  •  Increasingly  mobile  •  Short,  Sharp,  Sharable  •  Integrated    •  Mul@ple  channels    

 

Online  Engagement  Path  

Energy  Advocacy/Engagement  

Know  Your  Audience  

Influencers  Lawmakers  

State/Federal  Agencies  

Local  Government    Senators  

Congressmen  

Environmental  Celebri;es  City  Councils  

American  Public  Customers  

Land  Owners    Environmental  

Workers  

Manufacturers  

Families  

Parents  

Concerned  Ci;zens  

Business  Owners  Royalty  Owners    Investors  

Traders  

Board  Members  Investors  

Traders  

Board  Members  

Know  How  Your  Audience  Digests  Informa@on  

•  Increasingly  mobile  •  “TwiVer  Genera@on”  •  More  and  more,  folks  get  their  news  from  social  

channels  •  What  channels  are  they  using?    •  When  are  they  using?  •  Who  are  they  following?    •  And  retwee@ng?  •  And  sharing?  •  And  engaging  with?    

Reaching  Your  Target  Audience  •  Make  them  click      •  Images,  videos  play  beVer  in  the  online  and  mobile  

world  •  Make  the  click  worth  it    •  Give  them  a  reason  to  make  the  call  to  ac@on    •  Timely  and  @meless    •  Play  into  pop  culture    •  Personal/Personality    

Short,  Sharp,  Sharable  

Pinterest  

Energy  Challenge  •  Missouri  State  Team    •  hVp://vimeo.com/92129108    

Choose  Energy  •  Integrated  Approach    •  Tweets,  blog  posts,  

news  ar@cles,  photos  •  Promoted  posts  •  Videos  

hVps://www.youtube.com/watch?v=bGt7JN15qjs    

Thanks  for  your  @me  and  aVen@on!      

Ques@ons?