Internet Advocacy Training

8/8/2019 Internet Advocacy Training

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Internet Advocacy


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Overview

1. What qualifies as social media?2. Why use social media?

3. Utilizing social media in advocacy campaigns

4. Internet advocacy case studies


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Social Media ToolsWeb sites Blogs

Social Networking platforms (Facebook, Flickr) Videos (YouTube) Twitter Social bookmarking sites (de.lic.ious, digg, stumbleupon)Wikis Instant messaging/chatting Texting

3rd

party sites (Meetup, Care2) RSSWeb 1.0 (email, list servs, bulletin boards, chat rooms)


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Were primarily going to talk about

Facebook YouTube

Twitter (plus third-party Twitter applications)

Blogging

But if you have questions about other social media tools, please feel free to ask!


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Why Use Social Media?


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You

Target

Targets

Creating New Relationships and / orDeepening Current Relationships Connecting on the Phone

and / or Over Email

Connecting in Person

You Friend

Leveraging Relationships

TAKES MINUTES: Adding Social Media to Your Tool Belt

TAKES DAYS: Operating without Social Media Connecting in Person

Connecting on the Phoneand / or Over Email

From: http://lesliebradshaw.com/?cat=485


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Why Facebook? More than 400 million active users.

People spend over 500 billion minutes per month on Facebook.

More than half of active users return daily.

Canada has the most users outside of the United States, with more than6 million active users.

75% of users are outside of college.

56% of users are over 25. Fastest growing demographic remains 25+.

Second most visited site on the Internet.

Facebook is no longer just for college and high school students peopleof all ages are on Facebook, including public officials!

Note: Facebook is your own personal brand. So keep tabs on your lifethere. (check privacy settings, tagged pictures, etc)


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Why YouTube? YouTube drew 5 Billion U.S. Online Video Views in July 2008.

51% YouTube users visit YouTube weekly or more often, and52 percent of 18-34 year-olds share videos often with friendsand colleagues.

Third most visited site on the Internet. (behind Google andFacebook).

Creating an advocacy video and posting it on YouTube isa great way to motivate people to take action on an issue!

Recruiting new advocates, raising awareness about a specific issue,rallying community members around a problem and prompting them totake a specific action.


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Creating an Advocacy Video Step 1: Know your audience.

Step 2: Finalize Your Messages

List out the most important messages for your audience and put them inorder of importance.

The video should be fora specific purpose, not aboutsomething. Know the action you want your audience to take.

Step 3: Choose Your Messengers Who can tell your story most compellingly for your audience?

Compelling and memorable personal stories are part of most powerfulvideos and stories. An expert interview may give credibility and help

elaborate nuanced legal or policy obligations.

Step 4: Choose Your Audiovisual Content What are the images and audio that can best support your video to

move your audience to action?

From: http://witnesstraining.wordpress.com/


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Advocacy Video Tips

1. The shorter the better.

2. Make your videos search friendly. Use tagsand descriptions properly when uploading toYouTube!

3. Research video-editing. If your videos looklike they were made by a professional they willdo better on YouTube.

4. Promote, promote, promote! To get views,you will have to do marketing of the videoyourself!

From: http://seo.seocompany.ca/youtube-tips/

When brainstorming for

your advocacy video

Do not ask:

What do we have tosayto get people to listen

to us?

Instead, ask:

What do people have tohearto get them to

listen to us?


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3,000,000 number of Tweets/day. (March 2008)

86,078 number of followers of the most active Twitteruser. (@kevinrose)

63% percentage of Twitter users that are male.

105,779,710 - registered users.

300,000 new users per day.

180 million - unique visitors come to the site every month.

55 million tweets per day.

From: http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html

Why ?


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Twitter 101Twitter asks, What are you doing in 140 characters or less.

Tweet: A message posted on Twitter. Must be 140 characters or less.

RT: If you see a tweet worth sharing, you can re-tweet (RT) it. Hashtag: A way to categorize Tweets. A hashtag is a topic with a hash

symbol ("#") at the beginning. Twitter hashtags, such as #KickButts, help

organize information on Twitter. For example, if you search for the hashtag#recipe, you will find hundreds of tweets containing recipes because the

Twitter user identified them as such.

Popular relevant hashtags: #health #smokefree #advocacy.

@username: A response or message to a specific Twitter user. Also knownas a mention.

For instance:Need a fun way to educate your peers about Big Tobacco? Try thisTobacco Underground Gameshow by @BeTheCatalyst:http://slidesha.re/apvczC


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#1: Publish useful tips or facts.

In other words, make sure your tweet has VALUE!

9 Twitter Essentials


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#2: Include a link.



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#3: Retweet to acknowledge others.

#4: Say please.The best way to get

someone to RT you is

to ask them to.



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#4: Reach out with follow friday (#FF).

#5: Answer other peoples tweets.



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#6: Respond when something grabs your attention.

#7: Introduce yourself to new followers.

#8: Ask for help.

#9: Say thank you.

H/T: http://www.socialmediaexaminer.com/12-tips-to-engage-people-on-twitter/



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Other Great Twitter Tools Twitpic: Allows you to upload photographs

Twitdoc: Share documents Twellow: Popular twitter directory

Twitsay: Record voice messages for Twitter

Twtpoll: Create online polls for Twitter

Act.ly: Petitions for Twitter

Tweetchat: Great for participating in a TwitterChat


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Act.ly Petitions


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Act.ly Petitions Create a petition targeting a specific Twitter user. (many public

officials and companies are now on Twitter).

Enter the text of your petition. Make it look professional.

You can see who has signed the petition on the side


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Act.ly Petitions

People can sign the petition from the petitions page or by just RTing it whenthey see it in their feed on Twitter.

The petition keeps track of how long it takes for your target to respond.

You can also easilypost the petition to

Facebook


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Act.ly PetitionsIf they respond, it shows their response at the bottom.


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Change.org Letters can be automatically routed to the users elected

federal or state representatives.

Or letters can be automatically sent to a specific target.

Integrated with Facebook and Twitter

Shows the number of Facebook shares and Tweets Easily create widget for the web


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Why ? 71 million blogs on the web.

22% report updating their own personal blog atleast once in the past week.

44% of teens percent report reading a blog atleast once a week.

Blogging is a great way to expand on a Tweet

and provide your followers with moreinformation. You can also import your blog poststo your Facebook fan page note section.


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Blogging Best Practices1. Develop a plan.

2. Remember, blogs take time to grow.

3. Cover a niche or be specific about topic.

4. Reach out to similar bloggers for help or promotion.

5. Update often!

6. Leave comments to get comments.

7. Respond to reader comments.

8. Publicize your blog (technorati, Facebook, blogcatalog, Twitter)

9. Cross-promote. Mention your blog in press releases, link back to it onYoutube, tweet when you have a new blog post, integrate your RSS feedon Facebook, include it in email signatures, etc).


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Dont Empower, Enable!


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A GoodFacebook Update,

Blog Post, Tweet

Shares timely and current news. Tells a story.

Promotes an event or cause. Makes your voice heard.

Shares information.

Motivates others to take action.


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How can you encourage your

fans/followers to take action?

Keep it focused. General requests will only leave your

fans confused. Focus on specific actions like sendingan email, leaving a comment on a Facebook page orcalling members of Congress.

Make it fun. Motivating your busy fans to take action ishard enough having a depressing, end-of-the-worldtheme to it wont help.

Always inject positive vibes into what youre doing sothat they know their actions make a difference.


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Promote your Facebook Page & Twitter

Embed the fan page Like Box and the Twitter stream box onyour website.

Invite your email subscribers to join your fan page and follow

you on Twitter.

Add your Facebook fan page and Twitter urls to your emailsignature.

Create a catchy landing tab with a video that explains exactlya) what your fan page is about, b) who its for and c) why theyshould become members.

Example: http://www.facebook.com/stevespangler

Take photos when you hold events and upload the photos toyour fan page. Encourage fans to tag themselves.

Upload videos and embed on your website.


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Link your Twitter account to your Facebook fan page so that youcan automatically post your Facebook content to Twitter.

Get fans and followers via text messaging.

Facebook: Youll need to get your first 25 fans and secure your username(ww.facebook.com/username). Then, to join your fan page, Facebook users just senda text message to 32665 with the words fan yourusername OR like yourusername

(without the quotes).

Twitter: Ask them to sign up for Twitter by texting START to 40404. Then, have themtext FOLLOW yourusername to 40404 (without the quotes)

Use Print Media. Your Facebook fan page, Twitter username, etc.,should be clearly displayed on all print media, including business cards,letterhead, brochure, print newsletter, magazine ads, and products.

From: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/

Promote your Facebook Page & Twitter


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Remember! Important to engage communities online, but dont utilize every tool just because its on the

web

Theres no formula for finding success online.

Research, research, research!

Get to know the communities youre trying to reach.

Dont be afraid for experiments to fail.

Social media doesnt replace traditional PR and media. It works best when the two work

together.

Social media may be cheap, but it takes time!

Social media should be seamless with traditional PR.


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Examples of Internet AdvocacyCampaigns!

(and how they could be improved)


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Case Study: Cancer No 9Fall 2007

RJ Reynolds launches Camel No. 9 in aneffort to gain a great market share amongwomen.

Full page ads started in January 2007

appearing in the following: InStyle Cosmopolitan Marie Claire

Vogue Elle Glamour Newsweek Lucky


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TFK Responds

Launch national action alert using Camel No. 9.

Start targeting bloggers and mobilizing on outrage.

Follow-up with another alert on April 4, 2007 to samelist.


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It Gets WorseSpring 2007

RJR releases ads next toadvertorial on vintageclothes highlightingvintage clothing shops

around the country. Release 100 version of

cigarettes.

Continue Ladies Nightevents.


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Targeting Vogue TFK decides to target Vogue magazine

because it had the largest share of

readers under 18.

Editor-in-chief, Anna Wintour, is an easytarget.

Launch action alert asking volunteers toe-mail or fax Vogue magazine. Alert takes

life of its own.

Over night, around 4,000 emails/faxes

are sent to Vogue.

Continue targeting bloggers.

Reach out to Facebook and create

groups.


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After 4,500 emails and

4,000 faxes, Vogue finallysent us a response.

We told some reporters

about it and got somegood media coverage.


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Cancer No. 9 Emerges

Female college student in

Oregon starts Myspace profilecalled Cancer No. 9.

Attends Ladies Night events

and sends TFK pictures of bling.

Designs her own series ofcounter-marketing posters anddistributes them before events.

TFK starts working with her.


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Protests to CamelNo. 9 promotionalparties were

planned onFacebook.


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RJR Feels the HeatNovember 27, 2007

R.J. Reynolds spokesperson,announces that RJR will pull allprint advertising on Camel brandsin 2008.

This was a business decision,designed to enhance theeffectiveness and efficiency of our

marketing programs, said JanSmith, a spokeswoman forReynolds.


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Discuss & Brainstorm!

1. What did the Cancer No. 9 campaign dowell?

2. If the Cancer No. 9 campaign washappening today, what additional socialmedia tools could we use? How?


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Case Study: Kelly Clarksons

Concert Kelly Clarksons April 29th concert in Jakarta,

Indonesia, was being sponsored and heavily

promoted by the tobacco company PT Djarumunder the name of its cigarette brand LA Lights.

Television, billboard and online ads for the

concert featured Clarksons image and the LALights logo and even carried health warnings,making clear they are cigarette ads.

Approximately 35% of the Indonesian populationsmokes, and tobacco use kills more than 200,000Indonesians each year. An estimated 78 percentof Indonesian smokers started before the age of19.

TFK R d


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Issued a press release.

Launched http://tobaccofreeidol.com/

We asked people to:

Post on Kelly's Facebook page: Tweet @KellyClarkson about it using the hashtag #tobaccofreeidol

Send an email to Kelly's manager, Narvel Blackstock

Created a Facebook group.

TFK Responds

K ll Cl k F & T b


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Kelly Clarkson Fans & Tobacco

Control Advocates Respond! Fans posted hundreds of messages on Clarksons Facebook fan page urging her to

renounce the sponsorship and sent more than 1,300 e-mails to Clarksonsmanagement.

They also utilized Twitter to send Kelly Clarkson messages urging her to drop thesponsorship.

The public outcry sent a powerful message to all entertainers that they should not beinvolved in marketing tobacco products, which spread death and disease throughout

the world.

Tobacco Control Advocates respond on


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Tobacco Control Advocates respond onFacebook

S !


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Success!

In recent days, Clarkson's Facebook page has been flooded withfans begging her to reject the cigarette sponsorship, saying she is

sending the wrong message to kids about smoking. Anti-tobaccogroups have blasted the singer for using her image to sell productsthat kill 200,000 Indonesians every year.- ABC News

Case Study: #LosetheCig


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How it all started

2. Gary Ploski (@garyploski)

sent a tweet to @SupercoolAgency that said:

Your superhero issmoking? Thats not really

cool.

3. Supercools social media

strategist, WilliamChamberlain(@chamberlainwill), broughtit up with management.

1. Supercool Creative, a Los

Angeles marketing firm, wasusing a smoking superhero asits logo.



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Case Study: #LosetheCig4. Supercool Creative said: If Supercool Creative gets 500

tweets telling us the logo is no good well change it onour business cards, letterhead, websites, social networking

sites everything.

5. Gary simply requested that people retweet@supercoolagency #losethecig.

6. Aden Miller(@adincmiller) posted a

notice on GLOBALink,the global tobacco controlnetwork.



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140 characters are not enough to explain a campaigns efforts!

Gary and William Chamberlain kicked off the campaign by writing ablog post.

Several other organizations and individuals blogged about it: Free & Clear, Path for the Blue Eye, National LGBT Tobacco

Control Network

Advocates RTd it, including: Scout (@scoutout), Director of the National LGBT Tobacco Control Network

Cristine Delnevo (@lozzola), Director of the Center for Tobacco Surveillanceand Evaluation Research at University of Medicine and Dentistry of New Jersey

Campaign for Tobacco-Free Kids (@tobaccofreekids) Doug Ulman (@livestrongceo), CEO of the Livestrong Foundation

Legacy Youth Activism (@LegacyYouthAct)


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Case Study: #LosetheCigExample Tweets

@lgbttobacco: ACTION ALERT: with 500 RTs, this ad agencyagreed to drop the cig from their logo.

@KickButtsDay: Attn Advocates! Please tweet to@SupercoolAgency & ask them to change their logo LoseTheCig!

@MissHealth: Hey @SupercoolAgency, 6.3+ million kids alivetoday will die from a smoking-related disease. That's not cool.Change the logo & #LosetheCig

@FightforAirNY: Have you joined the #LosetheCig effort?We're trying to get @SupercoolAgency to #LoseTheCig in theirlogo.



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Case Study: #LosetheCigSuccess!

Reached 500 unique tweets in 10-days.

Lessons Learned: Hashtags are important. Tweet to specific known tobacco control or public health advocates and

ask for their support. Use blogs to support your campaign. Ask Twitter users with a large number of followers to support you. It takes a lot of work.

Gary reached out to about 50 anti-smoking and health-related blogs with asummary of the cause. He kept up the ongoing call to action after the firstweek of ramping up the campaign and made sure to connect with each and

every one of the Twitter users who participated in it, even if it was simply toask them to repost the campaign message a second time.

Ways it could have been improved?

http://www.adinmiller.com/content/lessons-advocacy-campaign-twitter-losethecig-case-study

Results:Case Study: Special Olympics


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March 19

Jay Leno Show

I bowled a 129. Its like it was likeSpecial Olympics, orsomething.- President Obama

March 20

Story explodes

Organic Interest: Media & Blog Stories: 7,000+ Twitter Posts: 10,000+

The president

made an offhandremark makingfun of his ownbowling that wasin no wayintended to

disparage theSpecialOlympics.- Spokesman BillBurton

March 31Special Olympicslaunches social mediacampaign with help from NMS

3.8 million Impressions 55,000 Facebook users

10,000+ Pledges 16,000 video views 100+ blog posts 1,200 Tweets

High-ProfileTwitter Placements: John Mayer Rosalind Wiseman Chicago Tribune Fox5 (lead to on-air)

Today

Conversationcontinues


Case Study: World Water Day


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Tactics Results

Simple, enjoyable content Gave online audience an asset to share

Raised over 400,000 liters of water

25 high-value blog posts 191,489 impressions

MediaSharing

Blogs

SocialNetworks

Twitter

110 targeted Facebook ads Facebook group: 2,100+ members


Tweet your questions to @MissHealthusing the hashtag #CCSocMed


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SAP 2009 / Page 55

g g& if I run out of time, Ill answer them after thissession

Internet Advocacy Training

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