RYAN COHN Chief Executive Officer

From Grassroots to Grasstops: Social Media for Advocacy and Public Affairs

• History of Communication

• Growth of the Social Web

• Shift Away from Disruption Marketing

• Social Campaign Model

• Public Affairs Social Media Case Studies

• Memeology

FL 12 Legislative Study:

Public Opinion:

71% gauge public opinion on Facebook

61% gauge public opinion on Twitter

50% gauge public opinion on YouTube

Most Convincing Messages:

Personal Stories – 79.1% Very Effective

Local Impact – 76.7% Very Effective

(via Cate Communications, 5/8/12)

(via Constitutional Management Foundation, 2011)

Where we are now

TV

RadioPrinting

Press

History of Communication(Mass vs. Social)

(Facebook, May 2007)

Years to Reach 50 Million Users:

Radio (38 Years)TV (13 Years)

Internet (4 Years)iPod (3 Years)

Facebook added 100 Millionin less than 9 months

FACEBOOK (est. 2004)901 million – Number of monthly active Facebook users in April 2012526 million – Number of daily active Facebook users on average in April 2012100 billion – Estimated number of photos on Facebook by mid-2011

TWITTER (est. 2006)225 million – Number of Twitter accounts100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)250 million – Number of tweets per day during October 2011

BLOGS39 million – The number of Tumblr blogs

at the end of 201170 million – Total number of WordPress blogs at the end of 2011

Social Media: By the Numbers

The Shift Away from Disruption Marketing

“Only twenty years ago, our access was bounded by the books we owned, the TV shows we watched, and the books in our library. Today, because of the web, we’re seeing an exponential increase in the amount of information that we have access to.

“In a world of too much information, the only way to be successful will be to fit in seamlessly and naturally into people’s lives. You can introduce new content and new ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at worst. The best way to do this will be through people’s friends.”

- Paul Adams, Product Development at Facebook (ex-architect of Google+)

1. Identify OpportunitiesResearch; Monitor current conversation spaces

2. Create Remarkable Content “Remarkable” = Content that makes people remark/comment

3. Develop Delivery Channels Create a new channel/audience or leverage already existing?

4. Manage Conversations Long term necessity; Establish leadership presence

Social Campaign Model

Case Study: SB2442 UF Flagship BillClient: Tampa Bay Seminole Club

Community Size: 15,000+ members (predominantly composed of college students at FSU, USF, and UCF) within a week

Messaging: Communication focused on the negatives of the bill for those involved and gave members the tools and information to contact their politicians.

Results: Campaign led to major media mentions in the Gainesville Sun, Tallahassee Democrat, Florida Times-Union, and Florida Tribune. After significant pressure by group members, the bill was successfully amended to include all necessary parties.

Case Study: Moms Against CootiesClient: American Chemistry Council

Community Size: 40,000+ members (predominantly composed of women 22-40)

Messaging: Communication focuses on child-oriented disinfection and pro-kid imagery

Results: Embraced by Mommy Blogger community (70%+ positive sentiment); association members view as top outlet for combating opposing thought among moms

Case Study: Moms Against Cooties

Case Study: Healthy PoolsClient: Water Quality & Health Council

Community Size: 33,000+ members (predominantly composed of pool owners)

Messaging: Communication focuses on pool cleanliness and beautiful pool imagery

Results: 35,000+ free pool test strips ordered in 2011; association members view as top method for building a strong audience of consumers and influencers

Case Study: Healthy Pools

Case Study: Healthy Pools

Memeologymeme ( /ˈmiːm/; MEEM)) - "an idea, behavior or style that spreads from

person to person within a culture."

How to create effective infographics: http://www.epolitics.com/2012/05/07/anatomy-of-an-effective-online-infographic/

BONUS ADVICE

Katie HarbathManager, Public Policy at Facebookhttp://www.facebook.com/katieharbath

50 People In Politics You Should Follow On Facebook – Huffington Post, 5/7/12

• We've found that photos get 2x the engagement than just posts with text.

• Posting between 9PM and 10PM will get you the most engagement.

• If you do post text, use no more than 250 characters.

LET’S TALK!

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