the tech formerly known as social media. - los angeles new leaders council
TRANSCRIPT
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The tech formerly known as social media.
Pleitez for LA Mayor 2013 digital organizing
Prepared for theNew Leaders Council
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• Introductions
• Let’s talk about you
• EP’s perspective
• The problem
• Strategy to solve it
• Specifics and learnings
• City-wide race case study
Agenda
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Introductions
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• Role in campaign: Candidate and visionary
• Past lives: Tech strategist, management consultant, financial analyst
• Other areas of expertise: Nonprofit and leadership development, mentorship, organizing
• @EmanuelPleitez
Emanuel Pleitez
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• Role in campaign: Director of Digital Outreach
• Past lives: Advertising exec, writing coach
• Other areas of expertise: Nonprofit, youth development, public speaking
• @JuanSVas
Juan Vasquez
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• Role in campaign: Deputy of Digital Outreach
• Past lives: OFA RFD, Public Allies in Silicon Valley
• Other areas of expertise: Violence against women advocacy, German literary studies
• @ZoeKipping
Zoe Kipping
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• Name
• Twitter handle
• How you’ve used social media for political reasons?
Your turn
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What do you want to get out of this discussion?
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Let’s dig in...
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• Build localized presence
• Create relevant content to boost SEO
• Target specific audiences
• Engage people typically not engaged
EP’s Goals for Social
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• No brand recognition (Name ID)
• Political outsider
• Evolving team dynamics
• Lack of money
Challenges
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• Drive dialogue
• Organize
• Capitalize on core competencies of candidate/team (e.g SEO)
• Create competitive presence versus competitors
Strategy
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• Top priority
• Original content, disruptive imagery
• Continuous monitoring & posting
• Multiple platforms and social networks
Strategy: Dialogue
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• Social Ambassadors Program
• Field integrated with digital
• Engaged with negative comments
Strategy: Organizing
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• Solid search presence across keywords
• Awareness driver
• Strategic content creation
• Opportunity to highlight own content
• Whole team naturally used social media
Strategy: Core Competency
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• Need balance of sponsored stories
• Promoted posts performed best
• Decide based on CTR, Frequency, Reach
• Update imagery and messaging
• Start with baseline, then segment
• Rapid response based on opposition research
Strategy: Presence
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Specifics & Learnings
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• Live-tweeted debates
• Unafraid of disagreements
• High production quality
• #LetEPdebate, #LAMayor, #TeamPleitez, #LADebate
• Everyone you engage can be a volunteer, voter, or donor
Tactics
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Examples
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Examples
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• Segment your audiences
• Create and stick to posting calendar
• Steal, pillage, and embed
• Not all platforms are the same
• Develop content creation processes
• Open up content creation to everyone
• Integrate field with digital
Learnings
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City-wide race
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• Engage voters face-to-face
• Generate media coverage
• Play on notion of “candidate running the streets”
• Start strong, finish stronger
Goals
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• 100 miles in 6 days
• Run/bike combination
• Canoga Park to San Pedro
• Merge field and digital
Execution
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• 85 run, 40 bike
• 550+ miles by run team
• Media coverage
• Social love
• Team chemistry
Results
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Discussion andlet’s circle back