HOW TO USE THE TOOLS FOR OUTREACH/PUTTING THE TOOLS TO WORK
Slide One/Two
Online Outreach Overall - Go to your audience o Each tool has its own uses and demographic . Social Media Short form Trends younger Do not treat all as the same - Content supports outreach o Clear, topical and targeted o Tailor your copy to your audience - Clear connections back o Link back to your other tools and website o Create unique landing pages (microsites) - Integrated o Use email to link to FB/Twitter/YouTube/website and vice versa o Reinforce each other o Online/Offline integration as well - NOT ALL OUTREACH IS TARGETED o Mix and match specific targeting with broad brush messaging - If you build it, sometimes they will come o Some will come to you without you having to reach out to them o “Drive by” traffic o So keep your platforms, easy to find, easy to navigate, and informational for all - Test the waters o Websites and social media give you a means to test a message, listen to the public, and can give you a heads up and warning sign on impending issues you may face o If your strategy is not working, move on to the next o Don’t go all in (especially when it’s money) o Across platforms o Buying engagement doesn’t make your message popular o Be authentic
Slide Three
- Use Facebook Pages, not Profiles or Groups o Pages have features that allow you to reach your audience better - Grow audience by
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o Aggressively promoting . Personal friends . Local officials and organizations . Bloggers/journalists . Hype via your email and website o Integrating . With your other existing mediums o Facebook advertising . But be careful, purchased supporters aren’t always authentic, nor do they always add to the conversation
Slide Four
- Content o NOT DISPLAYED: What is a “like” “share” and “comment”? o Between 100-250 characters . 60% more engagement than posts greater than 250 characters o Update no more than 2 times a day, no more than 7 times a week . Don’t over do it, posting too often makes Facebook treat your page as spam and you won’t appear on other timelines as frequently . Pages that post more than 7 times a week see a 25% decrease in interaction rates . Analyze historical performance and identify when fans engage the most o Relevant, seasonal and timely . Recognizing holidays and current events gets more responses o Ask questions to engage your audience . By asking a question you will generate comments . Ask the question at the end o Use images and links in status updates . Images get the best results . Links do best if there is a thumbnail and a call to action . Video gets the lowest response rate o Call for engagement either on an issue or on your posts . ASK for “likes” and “shares” – these will help promote your posts . Asking for likes and comments increases engagement by up to 3 times . Do so early o Get involved in the discussions in the comments . Always stick to the topic even if the comments veer off o Timing . Weekends are surprisingly engaging . Wednesdays are bad
Slide Five
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- Sign up o Like with website, have a handle that makes sense (like @jasonkenney) - Jargon o Tweet: An individual message sent on Twitter
o Avatar: Your Twitter profile picture o Follow: In order to see the tweets of other people without having to search for them, Follow them
o Hashtag: A tag on individual tweets with a search term o Retweet: Forwarding another user’s tweet to your timeline
Slide Six
- What to Tweet? o 140 characters – aim for less than 100 . Allows for easier retweeting . Microblogging o Offer value . Unique thought . Unique links . Reshare what you enjoy . AUTHENTIC VOICE o Adding links will increase your chance of retweets o Use images when possible o Tweet 4 times per day or less to increase engagement o ENGAGEMENT o Ask for “retweets” by spelling out the word . Spelling out retweet saw rates 23x higher than average . Saying RT saw rates at 10x higher than average compared to those that didn’t ask at all o Use hashtags wisely . One or two increases engagement by 21 percent . More than two decreases engagement by 17 percent o Timing . During the day is the most engaging for Twitter while evening is best for Facebook . Between 1 and 3 pm is the “sweet spot”, Monday to Thursday . Use Tweriod (http://www.tweriod.com/) or Hootsuite’s autoscheduler . MONITOR CONVERSATION to ensure no glitches o Build a following . Follow staff, fans, bloggers, journlists, etc.
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. ENGAGE! - Don’t let it die o Remember, “Content is King”. Keep it fresh and up to date.
Slide Seven
- Empower your staff!
Slide Eight
Instagram - Instagram: http://instagram.com . Mobile application . Allows you to apply lo-fi filters to give your really expensive smart phone’s pictures that really cheap look . Gives an artistic filter to images without requiring knowledge of photo editing software . Easily shared across social networks . Don’t over do it – not all people get that the filter is artistic, in some cases it looks like a bad picture, in others you’re just overdoing the filters. Have fun, but don’t over do it.
Slide Eight
Other
- Pinterest: http://pinterest.com o Very visual heavy o Image sharing site o Easy sharing o Can link back to your content - Tumblr: http://tumblr.com o Micro-blogging platform o Easy to share assorted media o Easy to reshare - Foursquare: http://foursquare.com o It’s a location check in service and something Facebook has integrated o It’s on the decline o Allows you to share your location with your friends o Uses: announce upcoming events using the “what’s nearby” features, have your supporters check in to show turnout, etc - Kickstarter: http://kickstarter.com o A way to crowdsource projects o Reward fans and backers at different levels of support o Creates a vested interest by the community o Easy to share socially and spread among like minded fans
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- QRCodes o You’ve probably seen them, will probably have someone try and sell you them, but be careful o No one uses them o It’s not integrated into any phone by default o Jury is still out but people are trying o But it’s a cheap way to look expensive
Slide Ten
Putting It To Work
- Log what you do o Talk about what you’re doing o Find the audience. If they’re using relevant hashtags or conversations then engage and expand. - Go “Behind The Scenes” with social media o Give fans and followers a look at the inner workings of a show or exhibit o Museum – show things arriving, the set up of a presentation or display, etc o Performance – show rehearsals, costuming, preparation, backstage during and after a show - Museum Scavenger hunts o Have participants follow clues to specific works of art in the museum’s collection - Make characters real o Create Facebook or Twitter profiles for characters in a play o Interact with fans in the character’s voice - Chats and Q&A with fans o Use Twitter to do live chats with cast and crew or curators - Curate your community o As a museum you have a unique place to curate what’s around you o Engage the public to help curate events, structures, their communities and build digital crowdsourced archives - Crowdsource projects o Theater groups and buildings have been funded using services like Kickstarter o Two Richmond examples: . Full Circle Theater Project Full Circle Theatre Project's mission is to further theatre education by giving recent high school alumni an opportunity to become more self-sufficient in every aspect of the theatre; production, performance, and management. We are committed to providing opportunities for members of the Richmond theatre community in performance, production, and management. Each summer, a show produced by recent high school graduates will highlight the role of young people in the
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theatre. Full Circle Theatre Project is not an entity of SPARC operations. Raised $3,125 of it’s $2,500 goal in 60 days, 43 backers, $500 was the largest contribution Pledge of $10 got something as simple as a shoutout (7 backers) $25 credit in the playbill (6 backers) $50 or $100 an autographed playbill (15 backers) . The Coalition Theater Help create a permanent home for live comedy shows and classes in Downtown RVA. In this new space, we'll be able to expand our show offerings, including regular weekend shows, and we'll be able to offer more classes, more often. With this new theater & training center, we can really establish a home for live comedy shows and classes right here in the Arts District of Downtown Richmond. Raised $27,196 of their $25,000 goal in 60 days from 307 backers $10 pledge got a ticket to any regular show $25 was two show tickets, a button and a sticker $100 was largest backed at 60 backers, nameplate on the back of a chair, two tickets, t-shirt, button, shoutout, etc.
MEASURING AND MONITORING - Always be evaluating and learning o If your strategy is not working, move on to the next o Don’t go all in (especially when it’s money) o Across platforms o Buying engagement doesn’t make your message popular o Be authentic
- Facebook Insight: access via your Facebook page o Get Facebook metrics of engagement by post and overall as well as increase of likes, etc.
- TweetReach: http://tweetreach.com o See how far your twitter messaging is going o For example, I have 1,775 followers but my tweets have reached 23,173 accounts thanks to retweets and shares within my network
- What are other people saying? o Google Alerts: http://google.com/alerts . You can create Google alerts for keywords or names . Fishes all of what Google finds: Search, news, blogs, etc
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. Emails you on whatever schedule you set o Social Mention: http://socialmention.com . Offers real time search results of mentions across Twitter and within Facebook o Twitter Search: http://search.twitter.com . Search for keywords, usernames and hashtags and even save the search for easy finding within your Twitter login o Hootsuite: http://hootsuite.com . Online so you can access it anywhere . Create custom columns for searches . Associate with your Twitter AND Facebook account and pages . Send updates to multiple accounts at once . SCHEDULE updates during your optimum times . Built in URL shortener (but still recommend Bit.ly)
- Bit.ly: http://bit.ly o A URL shortener o Since Twitter has 140 character limitation, Bit.ly takes a long link and makes it tiny o It also then tracks clicks to that link when it redirects visitors o Goo.gl is a similar service
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