Making Social Media Work for Advocacy

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1 Making Social Media Work for Advocacy

2 Introductions and capabilities Christian Clymer Twitter: Facebook: PhRMA Christian.Clymer PhRMAPress

3 Did You Know? Congressional Analytics Facts Members of Congress are 20% more likely to share links via Twitter than press releases. 28% of links shared on Twitter link to non.gov sites Members of Congress link to Social Networks like Facebook and YouTube more than any other kind of site. Member of Congress influence Staffer Influence Staffer influence Member of Congress Influence 98/100 Of the most influential Members of Congress have YouTube accounts 83.6% Of all Members of Congress have YouTube accounts 2X Democrats are twice as likely to be influential on healthcare issues as Republicans 100% Of top congressional healthcare influencers talked about Medicare Part D, more than any other key healthcare topic. Company Confidential and Proprietary Internal Use Only Draft Not to Be Implemented without Legal and Regulatory Review and Approval Page 3

4 How We Are Evolving 1.0 MODEL 2.0 MODEL Assumptions Drive Strategy Difficult to Measure Focus is Share of Voice Message/Content Pushing Based on Volume Limited Reach (one to one) Relevance Ill-Defined Act on Threats Chases Opportunities Analytics Drive Strategy Fully Measurable Share of Conversation 20-40x Message/Content Sharing Based on Influence Broad Reach (syndication) Relevance Unique to Individual Forecast Threats Originates Opportunities Contents are proprietary and confidential.

5 Becoming More Efficient Thousands of key phrases. Millions of webpages. 57+ Metrics. Hundreds of Outlets. 50 Top Influencers. Know exact order of importance Know by channel and sub-topic Does anyone read this?

6 What Makes Someone an Influencer? Questions Behind the Meme Methodology How easy are they to find using search? How often do they refer to PhRMA and core topics? What percentage of the outlet s reach can be attributed to this influencer? How many times is this influencer referenced in Google News? How widely is their work read, discussed and syndicated? How engaged is their audience? What percentage of their outlet s content is devoted to PhRMA s priority topics? Contents are proprietary and confidential. 6

7 Best Practice: Blogging The Catalyst creates an open policy forum Conversational approach focuses on core policy issues (e.g. Part D) Diverse mix of contributors and content creates a newswire for PhRMA and its allies Integration of social channels and sharing functionality ensures syndication of content Specific topics can be dialed up or down depending on organization s priorities; simple opportunities to issue calls to action Contents are proprietary and confidential. 7

8 How You Can Apply It Build a Blog Methodically Quality over Quantity: Don t feel the need to generate too much too quickly (quality trumps quantity - always) Keywords: Know what works and what doesn t; Google Insights a good test Curate, Curate, Curate: The Web has a content saturation problem, which provides an opportunity for new publishers content curation works to your advantage Personalize: Make the blog personal individual voices, not the organization as a whole preaching to the masses Make a Point to Share the Mic: Guest bloggers play a critical role and add credibility as a publisher (also help syndicate content broadly) Create a Newswire: View the blog as a newswire and community forum from the outset; build a communications strategy around engaging your audience Contents are proprietary and confidential. 8

9 Best Practice: Twitter The Red Cross Mixes Tips, Replies and Smart Targeting 2.3K Tweets, 750k+ followers Daily updates with useful tips, kits, checklists, etc. Red Cross staff regularly engage with followers and shine a spotlight on relevant Qs Smart use of hashtags to cut through disaster noise Great example of learning from past mistakes February 2011 rogue Tweet regarding Dogfish Head Beer leads to instant criticism Red Cross disarms critics with transparency and humor Contents are proprietary and confidential. 9

10 How You Can Apply It Become a Reliable Resource Ask Whether It s Useful: Red Cross prioritizes tips, statistics, content sharing and 1x1 engagement Quality over Quantity: Similar to blogging, quality trumps quantity (especially as it applies to retweeting) Balance Following and Followers : Rule of thumb is always to stay within of one another; otherwise it might send the wrong message Personalize and common hashtags: Extend your reach and empower your strongest ambassadors (employees) to help tell your story Have Conversations: Twitter isn t a one-way street; the opportunities to engage leading influencers are vast Contents are proprietary and confidential. 10

11 Best Practice: Facebook Advocacy Consumer Energy Association Aligns Simple Messaging with Avenues for Engagement and Advocacy Create a highly-actionable experience: mix Stating Organization Mission: Improving customer understanding of nation s energy security and related issues Integrating Calls to Action Throughout: Curating compelling content and encouraging community members to like and share High-Impact Data Points: Leveraging stats and facts that align with the organization s mission (America could end its reliance on Middle Eastern oil by 2035 ) Utilizing Videos: Frequent 1x1 interviews and animated videos designed to be shared across FB Take Action App: Development of a simple app that allows community members to take specific actions Mix of Organic and Smart Ads: Campaign leverages organic/analytical and smart FB paid strategies. Contents are proprietary and confidential. 11

12 How You Can Apply It Encourage Direct Action Like, Recommend and Share : Three opportunities to build a community within Facebook; never be afraid to encourage community members to take direct action Join the Conversation: Facebook allows for conversations that can be socialized across individual networks Visualize: As the noise level increases, compelling photos, infographics and videos will have far more impact Prioritize Sharable Content: Always ask whether content will be shared or syndicated before posting Contents are proprietary and confidential. 12

13 Best Practice: YouTube ACS Combines Marketing, Mobilization and Recruitment; Mayo Taps Into Power of Personal American Cancer Society Sponsor of Birthdays campaign integrated with recruitment for Making Strides walk (sign up in YouTube videos) Short sign-up videos provide a broader purpose/call to action Mix of formal and casual Mayo Clinic Humanizes treatment stories and provides embedded links to learn more Multi-lingual broadens Mayo reach Atrium Piano video has generated more than 8M views; combination of personal and humorous Sign up for making strides campaign Contents are proprietary and confidential. 13

14 How You Can Apply It Embrace Visual Content Create a Branded YouTube Channel: It s easy, relatively inexpensive and provides a central hub for videos When In Doubt, Take a Camera: Events, speeches and advocacy meetings all provide opportunities to capture video of allies and influencers (become a digital nomad) Informal Wins the Day: Mayo is a perfect example; a common misperception is that videos need to be produced by a PR or advertising agency (not the case) Embed Calls to Action and Syndicate: Utilize advocacy functionality and socialize across your blog, Facebook, Twitter and other core channels Contents are proprietary and confidential. 14

15 What Video Content Drives Engagement? Moving beyond Corporate Responsibility to Develop an Approachable Brand Voice and Position of Trusted Information Source Novartis: Top 50 Most Engaging Videos Disease State Info Disease State Info 37% 67% Global Health/Disease 15% 22% Science/Innovation 8% 14% Global Health/Technology 4% 18% Science/Innovation Pet Medical Care 2% 0% Financial 2% 4% % Posts Employee Care 2% 4% % Engagement 0% 20% 40% 60% *Total Engagement = sum of Favorites + Views + Comments + Aggregate Rating (Avg. Rating * Total Ratings) Contents are proprietary and confidential.

16 Best Practice: Community Building Candidates Have No Choice But to Embrace Latest Platforms Both campaigns recognize importance of a multi-channel approach to community building Obama/Biden Dashboard platform enables location-based organizing (goal is to empower supporters at the local level) Romney/Ryan MyMitt provides simple avenues for participation/measurement Consistent action-centric messaging Contents are proprietary and confidential. 16

17 Best Practice: Community Building Patients Finding One Another and Collaborating Location-based platforms enabling local collaboration (search cancer survivors) Social network built around common interest/challenge Every experience is personal; Dear Cancer petition provides opportunity for survivors to tell their story Integration of social channels with highly personal and emotional experience Contents are proprietary and confidential.

18 How You Can Apply It Give Advocates a Reason to Come Back Inspire and Retain: Regardless of channel, focus on inspiring advocates to take a targeted action or join a broader cause; provide buy-in upfront Provide Organizing Tips and Tools: Become a guidepost for how advocates can make a difference; empower them to serve as leaders and maintain regular contact Dabble in Location-Based Platforms: While still in their infancy (e.g. Foursquare and Highlight), it s clear that location-based platforms will define digital advocacy in the next 3-5 years; best to dabble in them now Integrate Traditional with Social: Continue to utilize mobilization and community-building strategies that have proven effective for years; adding a social layer simply enhances your reach and impact Contents are proprietary and confidential. 18

19 Discussion

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