women, social media, and political campaigns yale women's campaign school presentation
TRANSCRIPT
The Women’s Campaign School at Yale Social Media and Web For Your Campaign
Morra Aarons-Mele July 2010
What Online is Good For*
• Message • Money (caveat) • Mobilizing • Relationships
*Unless you are Barack Obama
Message – Niche marketing, not mass – Getting to know the candidate
• Search engine visibility • Presence on major platforms and networks
– YouTube – News/Rapid response
• Twitter • Email list • Know what your opposition is doing online
– Media • Twitter • Email
Baseline: Website
Message: Bulk Email
• Collect email at every chance you get – Site – Events – All posters, collateral
• Google Groups – Segment, internal
• StreamSend, MyEmma, Constant Contact – Stats, spam filters, segmenting
SEARCH
Message: Social Media Tools
• Win the search battle! • Twitter/Facebook
– Connect the two • YouTube • Rapid Response • Blogger relations • But don’t forget about email!
Source: Quantcast; h0p://www.slideshare.net/FredSolop/social-‐media-‐and-‐poli;cs-‐may-‐20-‐2009
Money • Free tools
– Act Blue – PayPal
• Who to hire? http://personaldemocracy.com/who2hire-landing-page/who-hire-pdf-political-technology-guide
• Look beyond your website – Meet, greet, email, ask – Events, social networks, widgets, Facebook,
emails, friends
• It’s all about retail politics! – Thank you’s, follow ups and celebrations! – Give people a chance to grow
• LIST MAINTENANCE – Your list is your source of power!
• Social Events outside of just electoral work – People come for the cause and stay for coffee
• Social Networks are key – They save money and time – Positive use of social pressure – the bandwagon effect.
Running on PEOPLE
Source: Tanya Tarr, h0p://www.slideshare.net/tanyatarr/being-‐the-‐change-‐in-‐ac;on
Mobilizing
Mobilizing
• Google Calendar • MeetUp • Facebook • Upcoming.com • Office Hours • Emails!
h0p://www.slideshare.net/ElisaCamahortPage/blogher-‐goes-‐to-‐washington
• Women sponsor 3 times more bills than men--more women-friendly policies for health care, child welfare, domestic violence, child support, unemployment benefits and education. (Institute for Women’s Policy Research)
But we don’t seem to realize it!
Factors
*h0p://www.na;onaljournal.com/njmagazine/cs_20080628_6871.php; ** The SheSource
Gen X: distracted, apoli;cal
“Obama” effect on 29 and younger*
Aging donor pool
African American Women most likely to give: are you asking? **
Women Want Real Contact
• Women put their time where they’re invested (e.g., school)
• And where they understand their role and purpose, can see results
• Step away from pure transactional non profit communication to a relationship
• Connect through stories – Story of self, story of us, story of now-
Marshall Ganz
Good Sites
• epolitics.com • NTEN.org • neworganizing.com • http://personaldemocracy.com/ • What You Need to Know About Facebook
Marketing: http://bit.ly/ce4qLL • PDF “Who to Hire”
Finally…
• Don’t underestimate interns and young staffers
• But don’t shortchange your web program. It IS worth your personal and loving attention!