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Advocacy Communications: Spreading the Word Jamie Kleinsorge, MS Vice President and Director of Health Innovation - The Mission Center L3C Associate -

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Presentation on theme: "Advocacy Communications: Spreading the Word Jamie Kleinsorge, MS Vice President and Director of Health Innovation - The Mission Center L3C Associate -"— Presentation transcript:

1 Advocacy Communications: Spreading the Word Jamie Kleinsorge, MS Vice President and Director of Health Innovation - The Mission Center L3C Associate - Institute for People, Place, and Possibility (IP3) Communications and Membership Coordinator - Nonprofit Missouri

2 Change rarely comes from force of logical argument alone or from the presentation of irrefutable evidence in support of the changes required.” – Association for Progressive Communications

3 Harnessing the Power of the Internet Long Term Engagement Strategies & Short Term Campaigns Picture Credit: The Guardian

4 Traditional Advocacy Communication Tools Newspaper Radio Television/News Outlets Letter Campaigns Petitions Demonstrations/Rallies Town Halls Pamphlets/Fact Sheets Group Presentations Traditional Advocacy Audiences General Public Policymakers – at all levels Government officials/administrators/publi c servants Private Sector leaders Journalists/Media Aligned Agencies and Stakeholders

5 Social Media Reaches Almost All Audiences Today

6 Tools to Help Identify and Monitor Your Issue Google Alerts TrackBill MO House/ Senate Website

7 Relationship, Power, and Partnership Mapping

8 The All Powerful E-Newsletter Use your relationship map to inform your newsletter distribution Include an E-newsletter sign up on your website Get email endorsements from your partners Mobile optimization is key! Scheduling – it’s important.

9 Social Media – The Revolving Frontier Twitter Facebook LinkedIn Instagram YouTube Pinterest Google+ Etc.

10 Turn To Your Neighbor and Ask…….. #1 What social media platforms do you use daily? Weekly? Monthly? Never? Why? #2 Can you think of an advertisement or advocacy campaign that really stood out to you? Why?

11 Integrating Social Media Advocacy Into Your Organizational Culture Creating a daily routine for multiple people in the organization Diverse voices Checks and balances Provide internal social media training and certification Create an internal social media hub to use as a testing ground Create message maps Create easy-to-copy fact sheets with clear headers and bulleted lists Be timely and responsive Utilize tools like Hootsuite to make the job easier

12 FACEBOOK “SHARE” is the new “LIKE” Cyclical/reciprocal messaging Partners wanted Just say “NO” to Facebook ads Conversation and engagement are key – don’t be afraid Always use links, photos, and videos, when possible “If social media companies were countries, preceded by China and India, Facebook would be the world’s third most populous country with over 1.15 billion users.” 18-29 year olds have an 89% usage rate. 30-49 year olds have a 72% usage rate. 50-60 year olds have a 60% usage rate. 23% of Facebook users check their account at least 5 times a day.

13 TWITTER Policy chats, advocacy chats, “tweet” chats with a special guest Make these regularly scheduled programming – i.e. every 3 rd Thursday at 12PM Thunderclaps Hashtag and @mention Campaigns Thank you’s and retweets Take a few thank you pictures with your staff to have on hand and ready to use Memes

14 Anyone can make a video! No really, you can do it! Do you have a smartphone? Yes NoNo Do you know someone with a smartphone? Yes Can you or someone you know talk or write? Yes You can make a video!!

15 WE LOVE AVOCADOS! #1. I support avocados because….. #2. Avocados are good for me/you/our community…… #3. You too can show your support for avocados by…….

16 Other Video Tools Vine – what can you do in 6 seconds? Whiteboard videos Videoscribe Note Card Confessional Montaj

17 Other Social Media Outlets LinkedIn Google+ Instagram

18 Maps, Data, and Infographics

19 https://developers.google.com/chart/ http://www.easel.ly/ http://piktochart.com/ https://infogr.am/ http://visual.ly/ http://icharts.net/

20 What’s Working? Tools for Evaluation and Analytics Google Analytics Kiss Metrics Twitter Metrics Facebook Metrics Constant Contact MailChimp Etc.

21 FINAL THOUGHTS Don’t be scared to try something new Loss of control over messaging Dealing with negative comments Addressing personal vs. organizational voice (employee trust) Making senior staff too accessible Perception of wasted time Put good policies in place – be professional, kind, authentic. Keep the good of the organization at the forefront of the messaging. Remember you can’t always undo it.


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