CACV Quarterly Meeting June 9, 2016

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1 Social Media Advocacy & Public Affairs CACV Quarterly Meeting June 9, 2016

2 Overview Why Social Matters Social Media 101 Social 2.0 Tools CACV: Moving the Conversation

3 Why Social Matters

4 Why Social Matters Ubiquitous: 73% of U.S. adults on Internet use social networking sites; Highly Engaged Users: 23% of Facebook users check the site 5x or more daily; Primary News Source: Significant increase in number of users who use social media as primary news source; 43% of users say they learn more about political or social issues because of something they saw online; Advocacy Launchpad: 28% of people who use social media for personal reasons support a health-related cause. Facebook users 2.5x more likely to attend a political event or rally; Outsize Political Influence: In Senate races, the candidate with more Facebook friends than opponent won 81% of the time; 57% of Facebook users are more likely to persuade a friend or coworker to vote;

5 Why Social Matters - Trends Facebook Still #1: Approximately 3x the users of all other sites combined; Unique User Bases Evolving: Facebook is considered entry level/gateway; each site has unique user base: Facebook: Looks like the Internet, only slightly younger; Twitter: Young, ethnically diverse (particularly African-American audiences); Instagram: See Twitter; Pinterest: Women; LinkedIn: Middle-Aged Professionals; Phone, & Text Still Critical: For people born before 1980, the phone, and text are the preferred form of communication and should remain key component of any public affairs campaign; Increase in Images and Video, Particularly to Reach Millennials: Facebook still best way to reach millennials, but Instagram and Snapchat next highest; Paid Promotion Increasingly Important: Social networks limiting organic reach of posts more organizations paying to promote content.

6 Why Social Matters Advantages & Disadvantages Advantages Live, Immediate, Fast Open Source, Inherently Inclusive Equal Voice Go Beyond Your Usual Network More Ways to Distribute and Amplify Messages Measurable and Observable Social media can also present potential pitfalls, including: Overwhelming Speed Mistakes are Public and Easier to Make Everything is Recorded Competing Voices Can Sound like Noise Everything Can Be Amplified

Why Social Matters Digital Advocacy Digital Advocacy: The use of digital technology to contact, inform, and mobilize a group of concerned people around an issue or cause.

7 Why Social Matters Digital Advocacy Digital Advocacy: The use of digital technology to contact, inform, and mobilize a group of concerned people around an issue or cause. Advocacy Paradigm Shift Obama 08 Amplification/Pull-Through/ Influence Growing Influence Over Elected Officials Resource-Effective Unique User Bases and Demographic Tracking Allow Hyper-Targeting

8 Social Media 101

9 Social Media 1.0 Recap Branded Organizational Accounts /eNewsletter/Blogs Facebook & Twitter Highlighting Member Activity Encouraging Members to Join Finding the Conversation

Social Media 101 - Facebook Digital face of an organization or movement Access to largest online network of Americans Mobilize allies, colleagues,

10 Social Media Facebook Digital face of an organization or movement Access to largest online network of Americans Mobilize allies, colleagues, patients and policymakers Amplify earned media, events and other efforts Ability to tag influential policymakers, reporters and other organizations

Social Media 101 - Facebook More than just a way to connect with friends and family Groups, pages and causes connect with people around the world Pictures/graphic content Post on

11 Social Media Facebook More than just a way to connect with friends and family Groups, pages and causes connect with people around the world Pictures/graphic content Post on legislator and reporter/media outlet walls Hashtags exist but are less important than on Twitter Character limit, but you ll never reach it Build your voice by: replying, sharing, liking

Social Media 101 - Twitter Live, instant and public communication

Amplify earned media, events and other efforts Ability to

12 Social Media Twitter Live, instant and public communication Distribute multiple kinds of content to a wide range of audiences Amplify earned media, events and other efforts Ability to tag/communicate directly with influential policymakers, journalists and other organizations

Social Media 101 - Twitter Millions of tweets every day 140 character limit Pictures (count as characters but help your tweet) Tweet

13 Social Media Twitter Millions of tweets every day 140 character limit Pictures (count as characters but help your tweet) Tweet at lawmakers & media ( mention ) Use relevant hashtags Follow accounts & lists Build your voice by: replying, retweeting, favoriting

14 Anatomy of a Tweet Organizational Handle Relevant Hashtag Profile Picture Mentions Image Reply Retweet Like

Social Media 101 - LinkedIn Social network aimed at professionals 106 million monthly

content and advertising Shift to more content-heavy, mobilefriendly platform to keep

15 Social Media LinkedIn Social network aimed at professionals 106 million monthly active users Gives voice to companies/individuals through long-form posts, general content and advertising Shift to more content-heavy, mobilefriendly platform to keep people around and coming back Precise ad targeting can reach specific industries, job titles or companies

16 Social Media 2.0 Tools Infographics/Shareables/GIFs Videos/Testimonials Digital Town Hall/Google Hangout Twitter Chat/Storify Thunderclap/Twibbon Digital Grassroots/Take-Action Paid Digital Advertising

Infographics/Shareables/GIFs Graphic representation

higher for content with visuals; Help explain

Infographics tools include: Piktochart, Visual.

17 Infographics/Shareables/GIFs Graphic representation of data or information; Engagement significantly higher for content with visuals; Help explain complex issues despite restricted space; Infographics tools include: Piktochart, Visual.ly, Infogr.am, Photoshop Quote graphics tools include: Quozio, Recite, PowerPoint

written text; Expand the audience for advocates/testimonials; Numerous free & low

18 Videos/Testimonials Storytelling tool put a human face on complex policy issues; Useful education tool - information retained by viewers is significantly higher than written text; Expand the audience for advocates/testimonials; Numerous free & low cost tools: Hyperlapse Instagram App, YouTube editor, imovie, Animoto, Vine, Google Hangout;

Digital Town Hall/Google Hangout Broadcast panel discussions, hold meetings, interview experts, conduct webinars; Memorialize conversations and

19 Digital Town Hall/Google Hangout Broadcast panel discussions, hold meetings, interview experts, conduct webinars; Memorialize conversations and repurpose with external audiences; Video automatically loaded to your YouTube page and can be shared on websites, through , & social media;

Twitter Chat/Storify Public online conversation agreed-upon topic, agreedupon time; Invite participants and use dedicated hashtag that participants can follow; Storify is a content

20 Twitter Chat/Storify Public online conversation agreed-upon topic, agreedupon time; Invite participants and use dedicated hashtag that participants can follow; Storify is a content curation service used to pull together content and add appropriate context; Storify effective for recapping Twitter chats & events and pulling them through with external audiences;

Thunderclap/Twibbon Social movement tools used to amplify causes,

a message on social media all at the same time an online flash mob.

determined before launching the campaign; Well-executed

social media campaign; Twibbon allows users to overlay an image

21 Thunderclap/Twibbon Social movement tools used to amplify causes, milestones or events; Thunderclap allows people to pledge to send a message on social media all at the same time an online flash mob. Messages can be sent via Facebook, Twitter, and Tumblr at a time determined before launching the campaign; Well-executed Thunderclap campaigns can exponentially increase the reach of your social media campaign; Twibbon allows users to overlay an image with their personal social media profile pictures and publically support a cause.

Digital Grassroots/Take-Action Tools A Take Action center can highlight access policy issues and direct users to contact officials at the local, state, or federal level with your organization s

22 Digital Grassroots/Take-Action Tools A Take Action center can highlight access policy issues and direct users to contact officials at the local, state, or federal level with your organization s messaging points; Tools for Take Action centers can easily be added to your organization s website & allow you to track & measure advocacy campaigns Examples of services include: CQ Engage, CapWiz, VoterVoice

Digital Advertising Audience hard to grow organically & organic reach declining; Highly targeted outreach with distinct messages; High level of control

23 Digital Advertising Audience hard to grow organically & organic reach declining; Highly targeted outreach with distinct messages; High level of control and low barriers to entry; YouTube (Pre-roll/In-Stream, Display, Overlay In-Video) Twitter (new Twitter cards) Google Adwords Facebook Ads & Boosting Posts

24 Digital Advertising

25 CACV: Moving the Cancer Conversation Forward

26 CACV Cancer Plan Rollout 2014 Va. Organization Unveils 5-Year Cancer Plan

Grow Your Presence/Following Listen first; Identify conversations/influencers; Soft-launch accounts; Begin posting regularly; Announce new platforms to members/database; Cross-promote via existing

27 Grow Your Presence/Following Listen first; Identify conversations/influencers; Soft-launch accounts; Begin posting regularly; Announce new platforms to members/database; Cross-promote via existing platforms; Make it easy for people to follow through links/buttons; Add accounts to signature; Tweet at influencers or individual users; Engage in two-way conversations; Ask third-party partners to like/follow; Paid advertising/follower acquisition;

Maximizing Your Resources Everything is content; Retweet/share content from allied third parties; Identify social media champions; Ask your followers to RT, share, etc.

28 Maximizing Your Resources Everything is content; Retweet/share content from allied third parties; Identify social media champions; Ask your followers to RT, share, etc. Schedule posts in advance (via Hootsuite or Tweetdeck); Find existing resources (e.g., legislative lists); Create and Subscribe to Twitter lists; Make sharing your content as easy as possible for your membership (e.g., send s that include draft tweets, a shortened URL, relevant hashtags, etc.); Save Key Hashtags; Google Nonprofits;

Moving Forward/Social Best Practices Build CACV network/ surround sound Grow high-value followers; Pull each piece of content through; Engage policymakers with calls to action; Thank supportive

29 Moving Forward/Social Best Practices Build CACV network/ surround sound Grow high-value followers; Pull each piece of content through; Engage policymakers with calls to action; Thank supportive policymakers; Leverage calendar milestones; Use graphics to create more dynamic content; Live-tweet/blog events, curate activity and repurpose with additional audiences; Incorporate a digital aspect to a traditional advocacy event (lobby day, press conference, annual meeting, etc.); supporters with simple digital calls-t0- action;

30 Questions?

Social Media Training. Presented by Edelman April 2017

Social Media Training. Presented by Edelman April 2017 Social Media Training Presented by Edelman April 2017 Agenda Introduction to Social Media Platform Overview Facebook Twitter LinkedIn Community Management Tools and Resources Q&A Introduction to Social