Social Media Lessons from the. Adrienne Royer Director of Development and Communications Girls Incorporated of Chattanooga February 2, 2009

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1 Social Media Lessons from the 08 Election Adrienne Royer Director of Development and Communications Girls Incorporated of Chattanooga February 2, 2009

2 What is social media? Social media consists of electronic or web-based media that is interactive, changes in real time and can be used by multiple people across many different devices. Also known as new media, Web 2.0, emerging technologies Examples are Wikipedia, Facebook, Twitter, iphone, MySpace, blogs, YouTube

3 Generations Online Pew, Generations Online in 2009

4 More Adults Online Majority of users on social networks are between % of people ages are active online. Biggest overall increase by age. Boomers and older primarily . Gen X & Y use the web for socialization and relaxation in addition to work. Gen X most likely to use online banking.

5 Social Networking: Not Just for Kids or Bored College Students Adults with profiles on social networks have quadrupled since % to 35% Adults over 35 are the fastest growing segment on Facebook 7% of adults on social networks are 75+

6 Who Uses Social Networks 75% of adults % of use social networks (first generation to use socnets has exited college and in workforce) 30% of have a profile 19% of have a profile 10% of have a profile 7% of 65+ have a profile

7 What are people doing on social networks 6% of social networks users are on LinkedIn 72% are on Facebook or MySpace (professional and private use) 89% use social networks to keep up with friends 83% of people have profiles on multiple sites 60% of adult social network users restrict access to profiles to only friends

8 What drive social media use? Broadband access drives social media use more than any other factor. speed=increased use.

9 Traditional/Broadcast Model

10 The New Reality

11 Social media is about building relationships not selling a brand or product.

12 Goal: Build a Community Social media allows organizations to build meaningful relationships with existing communities or create new communities. Impossible to predict the multiplier effect or end result. Electrical Engineering Environmental Engineering Chemical Engineering Civil Engineering Chattanooga Engineers Club

13 2008 by the Numbers Pew found that 59% of all voters took part in some campaign activity online 44% sent or received campaign-related s 39% watched online political videos 37% visited politically-oriented websites or blogs Pew, Post-Election Voter Engagement

14 Since the Election 62% of Obama voters expected to be asked to support the policies of the new administration 46% of Obama voters and 33% of McCain voters expect to hear directly from their candidate or party leaders during % of online Obama supporters expect ongoing online communication with administration (MyBarackObama.com turned into Organizing for America two weeks ago).

15 Lessons from If you don t join the world of social media, you risk becoming obsolete. AFP/Getty Images

16 Lessons from Social media enhances but does not replace traditional news media. Example: Newspapers and blogging have become symbiotic. Social media presents additional ways to reach people.

17 Obama by the Numbers 13 million addresses (a.k.a. The List) 6 million cell phone numbers 3 million online donors. 1 in 3 on list contributed to the campaign Obama raised half a billion online. Average gift was $80 Average donor gave more than once. 3 million donors made 6.5 donations online 6 million donations were in increments of $100 or less. Via

18 Obama Online/Offline Traditional/Offline Get Out the Vote Phone banking Media appearances Door-to-door Rallies Fundraisers Direct mail Yard signs Bumper stickers Obama gear New/Online Web site MyBarackObama.com (a.k.a. MyBO) Facebook: - 3,170,590 friends - 88 apps iphone: app for change YouTube Twitter: 133,346 followers

19 Lessons from Build a community vs. selling a candidate

20 Lessons from Get your presence out there or someone will beat you to it.

21 McCain allowed the Obama campaign to set the message. While Obama was on the offensive, McCain was constantly defending or reacting.

22 Lessons from Empower people. Don t order them or tell them what to think. Think Bottom-up. Not top-down. Our job isn t to run in here and tell you how it s going to be. This is your campaign. Not our campaign. -Adam Ukman, Obama organizer, Rolling Stone

23 Lessons from 08 App for Change Obama empowered people to take ownership of his campaign. They were part of a movement rather than an electoral race or warm bodies. McCain ran a very traditional, militaristic campaign that was topdown. Volunteers were ordered to complete tasks invented by the campaign. Obama s volunteers were empowered to develop creative solutions.

24 Lessons from Use a story to promote your cause/brand.

25 Lessons from Be genuine. Let people know that there is a real person behind the profile, or web site. first

26 Lessons from Be transparent. Ex) Obama vs. McCain in online giving McCain fully disclosed all giving, including gifts smaller than $200. Obama did not disclose gifts under $200. Contributions from foreigners, repeat donors (whose gifts totaled more than $2,000) and fraudulent gifts were discovered.

27 Lessons from Don t be afraid to try new things Ex) Obama was the first to launch a Facebook app and an iphone app.

28 Lessons from But realize that mistakes will happen. Ex) Biden s announcement via text.

29 How YOU can use social media Set up a Facebook page for the Chattanooga Engineers Club Add a blog to your web site and post stories about new developments in the field, relevant stories or chapter updates Create individual LinkedIn or Facebook profiles Set up a YouTube account and post videos of speakers Record speakers and create podcasts

30 Adrienne Royer Questions? Blog Twitter:

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