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IMPORTANT NOTICEThe enclosed material is proprietary to Trilogy Interactive LLC. This material is presented for the purpose of evaluating services and may not be disclosed in any manner to anyone other than the addressee and employees or authorized representatives of client named here within.
Online Organizing through Social Media
Brent BlackabyTrilogy Interactive
January 18, 2012
Who is Trilogy?• A leading full-service digital agency for non-profits, political campaigns,
and public affairs with strategy, design & development, and technology capabilities
• Client portfolio includes five past presidential races, dozens of advocacy organizations, and more than 20 Democratic Senators – U.S. Senators Barbara Boxer, Dick Durbin, Patrick Leahy, Patty Murray, Chuck
Schumer, Sheldon Whitehouse, and others– CA Democratic Party, CA Sec. of State Debra Bowen, Rep. Jay Inslee (WA), Rep.
Mazie Hirono (HI), and Elizabeth Warren (MA)– Cancer Research Foundation, Community Catalyst, PICO National Network, Cal
Alumni Association
• We have raised hundreds of millions of dollars and mobilized millions of activists for our clients via email, blogs, Facebook, Twitter, and other new media channels
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Why Online Organizing through Social Media?
• Scalable– 800+ million people on Facebook– 300+ million people on Twitter
• Shareable– Most Facebook, Twitter, and YouTube users are
primed to share content with friends & relatives – so easy to tap into that ethos for activism
• Speedy– Can respond quickly to breaking news and, with “first
mover” advantage, get significant attention very quickly… but can’t always predict what will “go viral”
Clear call-to-action
People don’t often have a lot of time… so presenting them with a clear, simple, easy ask is preferable to bombarding them with many complex asks
Is the goal building your base? Raising money? Building awareness?
• Sign my petition!• Share with your friends on Facebook• “Re-tweet this”• Contribute• Upload photos/video
End Big Oil Subsidies – McCaskill, Schumer,
Whitehouse
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End Big Oil Subsidies – McCaskill, Schumer,
Whitehouse
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•49k+ total signatures on “End Big Oil Subsidies” petition
@
Step 1: Launch Email
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Step 2: Petition Page
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• YouTube
• Niche sites
Sharing on Social Networks
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Posting to Blogs• Political blogs
• News blogs
• Niche sites
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Earned Media• Coordinate media appearances with press staff
EndBigOilSubsidies.comEndBigOilSubsidies.com
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FriendOutTheVote.com
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• Innovative Facebook application that encouraged CA Democratic Party activists to contact likely drop-off voters for GOTV in 2010 midterm election
• First, we matched the CDP’s target voter universe to Facebook IDs (24% match rate, ~250,000 IDs)
• Then, through the app, CDP activists could identify which of their own friends were in the target universe, and post personal GOTV messages on those specific voters’ Facebook walls
• “Friend Out The Vote” app received 22,000 visitors, who in turn sent thousands of GOTV messages to likely drop-off voters on their Facebook walls
• Whereas traditional GOTV efforts on Facebook are scattershot with little or no targeting, the CA Dem Party’s “Friend out the Vote” app targeted specific voters and seemed more important and “real” to activists
FriendOutTheVote.com
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Q & A
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Brent BlackabyTrilogy Interactive
APPENDIX
Three Online Myths to Bust1. Email is dead – FALSE!– It’s not sexy, but email is still by far the largest driver of online
activity – including fundraising, volunteering & advocacy
2. Mastering Facebook and Twitter will instantly vault you to online success – FALSE! – Social networks are increasingly valuable channels, but you
shouldn’t base your entire online campaign on them
3. Running online ads means you have an online program – FALSE!– Online ads are important to promoting your issue or candidate,
but successful online programs require much more ongoing engagement
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An email success story: Barbara Boxer’s 2005-2010 Online Program
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Case Study – Sen. Boxer’s email program
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• Email list grew by more than 1 million members from 2004-2010 – to more than 1.1 million total
• The Boxer campaign raised $7.5 million online from grassroots donors for 2010 cycle (plus $2 million more in event/mail contributions processed online) out of $30 million total raised
• Boxer “money bomb” raised $600,000 online from 12,000 grassroots donors in a single day – on day of Boxer’s first debate with Carly Fiorina
• Boxer’s out-of-cycle organizing from 2005-2008 was critical:– Added 400,000 new members during that period (which fueled half of
the 2010 fundraising)– Raised more than $1 million for other candidates during that period– Doubled Boxer’s base of online donors heading into the 2010 cycle
• The online campaign never ends: Investing early and often generates further success over time!
Case Study – Sen. Boxer’s email program
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Email: Aspirational Messaging
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Case Study:Progressives United
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Values
Issue & Obstacle
Goal
Bio
Campaign & Supporters
Contrast
Issue
Call to action
Message Box
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corruptivefighting
no intention of giving upcome together
democratichide
unitedpledge
average Americans
Values
The name of the group communicates that we are about a tight community of people who share a specific range
of values. Those values include honor, fairness, purity, and
community itself.
Values
The name of the group communicates that we are about a tight community of people who share a specific range
of values. Those values include honor, fairness, purity, and
community itself.
Issue & Obstacle
The Supreme Court's decision in Citizens United was just the symptom of a larger problem: corporate money
and corporate influence coming to dominate our politics and, as a result,
our public life. This big business money is tainting the egalitarian
democracy America was founded to be. Conservatives are already bought and sold, so it's up to progressives to
come together and save the fundamentally American principles of
a citizen democracy.
Issue & Obstacle
The Supreme Court's decision in Citizens United was just the symptom of a larger problem: corporate money
and corporate influence coming to dominate our politics and, as a result,
our public life. This big business money is tainting the egalitarian
democracy America was founded to be. Conservatives are already bought and sold, so it's up to progressives to
come together and save the fundamentally American principles of
a citizen democracy.
Goal
The goal of Progressives United is to roll back corporate influence over our democracy and restore the power of
ordinary citizens.
Goal
The goal of Progressives United is to roll back corporate influence over our democracy and restore the power of
ordinary citizens.
Bio
Russ Feingold founded Progressives United after he lost his bid for a fourth term in the U.S. Senate in 2010. As a
legislator, he had championed civil liberties and clean elections and
opposed unjustified military actions like the invasion of Iraq.
Feingold founded Progressives United to provide a grassroots counter for the Astroturf corporate front groups like Citizens United that he identified as setting their sites on our attacking
our democracy.
Bio
Russ Feingold founded Progressives United after he lost his bid for a fourth term in the U.S. Senate in 2010. As a
legislator, he had championed civil liberties and clean elections and
opposed unjustified military actions like the invasion of Iraq.
Feingold founded Progressives United to provide a grassroots counter for the Astroturf corporate front groups like Citizens United that he identified as setting their sites on our attacking
our democracy.
Campaign & Supporters
Progressives United is building its base of supporters and its
organizational capacity through membership-driven challenges to the
corporate-political status quo, including GE's low tax bill, legislators
defending anti-transparency positions, and the anti-worker/pro-
corporate agenda of Wisconsin Republicans.
Campaign & Supporters
Progressives United is building its base of supporters and its
organizational capacity through membership-driven challenges to the
corporate-political status quo, including GE's low tax bill, legislators
defending anti-transparency positions, and the anti-worker/pro-
corporate agenda of Wisconsin Republicans.
Contrast
The name Progressives United is meant to draw a contrast with the
name Citizens United. Where CU is a corporate-funded Astroturf group, PU is a true grassroots group driven by
its membership.
Contrast
The name Progressives United is meant to draw a contrast with the
name Citizens United. Where CU is a corporate-funded Astroturf group, PU is a true grassroots group driven by
its membership.
Issue
Right now, corporations can sign contracts with the federal
government, and use the money from those contracts on behalf of
candidates for office, who can then legislate on contracts affecting those corporations when they win. Right
now, when you buy toothpaste from Target because you just want healthy teeth, Target can use that money to
elect a candidate who stands for everything you oppose. We have to rein in this corporate influence in our
politics.
Issue
Right now, corporations can sign contracts with the federal
government, and use the money from those contracts on behalf of
candidates for office, who can then legislate on contracts affecting those corporations when they win. Right
now, when you buy toothpaste from Target because you just want healthy teeth, Target can use that money to
elect a candidate who stands for everything you oppose. We have to rein in this corporate influence in our
politics.
Call to action
The protests this winter in Wisconsin brought more media attention to
workers rights issues than anything in decades. They showed how powerful progressives can be when they are
united, and the short-term motivational power of the threat of
losing something. Russ Feingold and Progressives United are looking to
build a long-term grassroots movement that will, by psychological
necessity, have to be more aspirational. We are calling
progressives to constant aspirational action, like passing legislation to
institute ethics codes for Supreme Court justices and electing candidates
who will represent our progressive and democratic values.
Call to action
The protests this winter in Wisconsin brought more media attention to
workers rights issues than anything in decades. They showed how powerful progressives can be when they are
united, and the short-term motivational power of the threat of
losing something. Russ Feingold and Progressives United are looking to
build a long-term grassroots movement that will, by psychological
necessity, have to be more aspirational. We are calling
progressives to constant aspirational action, like passing legislation to
institute ethics codes for Supreme Court justices and electing candidates
who will represent our progressive and democratic values.
Issue & ObstacleIssue & Obstacle
ContrastContrast
Call to actionCall to action
GoalGoal
Online ads and the Online ads and the engagement ladderengagement ladder
Voter
Supporter
Donor
Volunteer
Online ads, website, social networks
Email, direct mail, phone
Email, personal contact, social networks
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Why Online Ads?
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• Americans spend 13 hours a week watching television, and 13 online
• A majority of adults went online in 2008 to get involved or get news about politics
• One-third forwarded something political to a friend• Two-thirds of young people took political action on a
social network• More than half of Americans ages 18-to-64 are online
political users• More than half of the internet users in every major
age cohort took part in the political process in one way or another during the 2008 campaignSources: (1) Understanding The Changing Needs Of The US Online Consumer, 2010; (2-6) Pew: The Internet's Role in Campaign 2008
Three Types of Online Ads
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• List Growth / Acquisitions– Judge results by return on investment (ROI)– End goal is to increase net revenue for your
campaign• Branding / Persuasion– Judge results by polling improvement and,
ultimately, votes gained– End goal is to increase support among targeted
groups (e.g. opinion makers) or the general public• Rapid Response– Mix of above two types; can be used for damage
control and/or to use news to gain new supporters
Online Ads 101
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Three Things to Take Away1. Email is very much alive and well!
– It is still by far the largest driver of online activity – including fundraising
2. Facebook and Twitter are important online tools for communications and organizing, but they’re not the entire toolkit– Social networks are increasingly valuable channels, but you shouldn’t
base your entire online campaign on them
3. A successful online program involves much more than simply running online ads– Online ads are important to promoting your issue or candidate, but
successful online programs require much more ongoing engagement through email, social networks, and good old-fashioned personal contact
Trilogy Interactive — Proprietary & Confidential