twitter 101 for politicians

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#sroelearn socialROE.com 403 617 5277 Social Media for Politics #sroelearn April 2, 2013 Peter Jurisic & Sean Sandhurst

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Page 1: Twitter 101 for politicians

#sroelearnsocialROE.com 403 617 5277

Social Media for Politics

#sroelearn

April 2, 2013

Peter Jurisic &Sean Sandhurst

Page 2: Twitter 101 for politicians

#sroelearnsocialROE.com 403 617 5277

Agenda

• Questions? Yes please.

• Who we are

• Today’s agenda

• Presentation will be available on Slide share shortly after noon mountain time

• Facebook Ads 101 for Politicians: A week from today register at socialroe.com

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What is Twitter?

• A Micro-blog platform started 7 years ago• Posts are only 140 characters long • Embed photos and video• 500 million users• Arguably the most powerful medium today.

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It’s not about the Kardashians!!!

World Health OrganizationIsraeli Defense ForcesNational Hurricane CentreHappy to present Sean Sandhurst

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Twitter Terminology

• RT - retweet • MT - modified tweet• @socialroe -twitter name• # hashtag - subject• Bio (160 characters) • Avatar – image• DM – direct message• Handle – twitter name

• Trending-trending subjects• Favorite-kudos• FF – follow Friday• HT – hat tip• Lists-are lists!• Mention-your name is

referenced in a tweet• OH – overheard

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Twitter –Do’s

• Complete your profile (don’t use the egg)• Be active • Post everyday (at least once a day)• 80% of Twitter users expect a response with 24 hours*

• Be interesting • Think before you tweet

• Be open and honest • Be professional• Be humble• Use your voice• Be polite and courteous

*eMarketer

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Twitter –Do’s• Include a #hashtag• Become part of the conversation

• #bikepaths #cdnpoli #yyc #yvr #nenshi• To add humour

• #learningasIgo (Learning as I go )

• Use the correct terms• MT, RT, DM, etc…

• Include photos / video• Listen and engage• Engage influential followers • Followers who have RT and Reply numbers • Identify your ‘cheerleaders’ (advocates) and connect with them• Identify “passionate champions”

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Twitter –Do’s

• Have a conversation• Set your tone and stick with it!

• Be social• Ask questions / opinions / feedback• Involve followers in conversation• Involve follower in your campaign and daily life• Include links• Don’t schedule posts to help manage time

• The political landscape is always shifting

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Twitter –Do’s

Design a guideline for posting that is suited to your campaign or constituency that shows your personality and connections

– Monday: 7:30 Where are you going to be today– Tuesday: 8:30 Your opinion on news events– Wednesday: 12:00 Lunch venue in community– Thursday: 4:00 Something personal– Friday: 10:00 Local issues

Yes you need to tweet on Saturday and Sunday too.

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How to be a great Tweeter• Leave room for a retweet• Give credit-acknowledge good points• Thank people• Correct spelling and grammar (within reason)• Engage with personal notes

– Review followers’ profile for details• Best practice for tweet character length: 71 -100 as it leaves room

for RT comment and @__Address– 268% more RTs than if 0 - 40 characters– 84% more RTs than if 41 – 70 characters– 15.6% more RTs than if 100+ characters

*QuickSprout quicksprout.com

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Twitter –Don’ts• Do not ‘fight’• Do not delete Tweets (they are already out there)• Do not over post• Do not under post• Do not use incorrect terminology• Do not post when: angry, inebriated, emotional or without some

thought of what you are posting – think before you post!• Do not post inappropriate text, photos or videos • Note: similar to public life: If there is any chance of something

hurting your reputation on being misconstrued don’t tweet it. • Have you heard what people are saying about you? Have you

seen this picture of you? – Never, ever, click on these tweets, they will hack your account.

http://www.cuancats.nl/rss/your-twitter-account-is-hacked-stop-the-spam.htm

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Follow vs Following

Don’t buy followersDon’t auto-followUn-follow spammersWatch your ratios :1368 following 972 followersFollow journalistsFollow influencersFollow your competitorsFollow the party leadersFollow community leadersFollow your interests

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Direct Messages & Responding to Tweets

• Only those that are following you and that you follow can exchange direct messages

• Respond to all direct messages but don’t click on any links that you don’t know

• Try to respond to as many as possible within 24 hours• Set aside half an hour a day• Reference ROE for monitoring and scheduling

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Your conversations are seen and heard

Take the conversation offline• Be polite and empathetic• Offer an opportunity to receive a DM (direct message)• Offer a link for more information, email request, FAQ, etc

• Do not debate in public forum • Be empathetic• Try to direct the conversation offline

• Do not ‘fight’ • If need-be implement the ‘bury it” strategy

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Develop a Plan

P: PeopleYour voters’ social activities

O: ObjectivesWhat are your goals and your campaign objectives?

S: StrategyPlan for how relationships with voters will change

T: TechnologyDecide which social technologies to use

*Forrester

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Engaging

• Research• Listen• Engage• Manage• Measure

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The Power of Social Media

People are talking about you. Would you like to hear what they are saying?

Meanwhile in Berlin

In Calgary

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The Power of Social Media

Word of Mouth– Have you heard these?

• “They tell two friends, and so on and so on.”• “If someone has a good experience they will tell 2 friends. If

someone has a negative experience they will tell 10 friends.”

– It used to be Six Degrees of Separation (Kevin Bacon).• Now it is Three Degrees (due to social media

How can you help drive your message through social media with your followers’ followers? (extend your reach)

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The Power of Social Media

Word of Mouth– Social Media can

• spread your message effectively and efficiently• have your followers spread your message (peer to peer)• Have your followers convert others (vote building)

– 90% of people trust peer recommendation s• 14% trust advertising• Use peer recommendations to gain support• Get connected and get elected

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How Journalists Use Twitter

To push their stories and gain more exposure to a larger audience

To incite conversation surrounding a specific topic while trying to remain unbiased

To troll Twitter for story tips and scoops To involve followers and a wider audience - especially through

the use of hashtags – in the development of a story

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Journalists using Twitter

Jason Markusoff @markusoff (Calgary Herald/PostMedia) Brian Stelter @brianstelter (NY Times) Kevin Carmichael @carmichaelkevin (US journalist) Chantal Hebert @chantalHbert Andrew Coyne @acoyne Jay Rosen @jayrosen_NYU And so many others…………

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The Power of Social Media

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How people share• 31% share on a Smartphone• 18% share on a PC

The Power Of Social Media

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• Social versus email

• GooglePlus Hangout

• Vine

Trends

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• 2012 was the first year that social conversations had more use than email• Generation Y, Z and Swipe* consider eMail passe • In 2009 Boston college stopped issuing email addresses to

Freshman • 31% of time spent on the internet (in US) is Social and only 16% is

email**• 2010 Sheryl Sandberg (Facebook COO) predicted this

• 11% of teenagers email daily• SMS and social networking• http://www.youtube.com/watch?v=Gm8NdNy4wOM

**

Email versus Social conversations

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Trends

• GooglePlus• GooglePlus hangout

• Integrated video conferencing application• Obama uses (with a contest)• Ask a question, have a small town hall style video chat

• Vine• What is it?

• An integrated video application for Twitter and Facebook (easy to use)• 6 seconds of video (to follow the 140 character process)

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Trends

• What are people doing?• 42% are social networking while using another device

Note that the “Second screen phenomenom will be a factor in campaigning

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• Mobile• What activity

In fours year s mobile use has grown 3X

*Source: eMarketer January 2013

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Facebook Twitter Google+ Pinterest Linkedin

Male 14 41 71 18 50Female 57 59 29 82 50Age 0-24 14 19 50 10 4 25-34 18 23 28 26 15 35-44 24 25 11 29 32 45+ 44 33 11 35 49Education >Diploma 9 9 5 3 High School 10 8 9 10 College 57 59 61 37 Bach/Grad 24 24 25 50HHI0-24,000 9 15 10 2125-49,000 33 38 37 2250-99,000 47 37 46 50100,000+ 11 10 7 7

US stats – who is on social media %

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Thank you.

Questions?

[email protected] Ads 101 for Politicians: A week from today register at

socialroe.com