1. Not Your Average Social Media Training www.healthcare-now.org May 2, 2015

2. Conference Wiki! http://ohioinstitute.wikidot.com Find the program and presentation materials for this keynote and every workshop being held today. Upload your own notes, photos, or video by creating a user account – just like Wikipedia! OR email me at ben@healthcare-now.org, and I will upload your notes, photos, or videos for you.ben@healthcare-now.org

3. What’s Different About This Social Media Training 1.I am not a social media expert!

4. What’s Different About This Social Media Training 1.I am not a social media expert! 2.I won’t show you how to use social media today!

5. Don’t Panic! 1.I am an organizer. 2.Social media = new communication platforms supporting a range of old and new organizing tactics. 3.Cardinal rule of organizing: act strategically, don’t act tactically!

6. Goals of the Workshop Learn strengths & weaknesses of online & offline platforms and the tactics they support. Use tools for assessing the best tactics (online or offline) for achieving your organizing goals. IF one or more social media platforms offer better tactics for achieving your organizing goals… know where to go to learn how to use the platform, build capacity, and use it!

7. Goals of the Workshop Learn strengths & weaknesses of online & offline platforms and the tactics they support. Use tools for assessing the best tactics (online or offline) for achieving your organizing goals. IF one or more social media platforms offer better tactics for achieving your organizing goals… know where to go to learn how to use the platform, build capacity, and use it!

8. Goals of the Workshop Learn strengths & weaknesses of online & offline platforms and the tactics they support. Use tools for assessing the best tactics (online or offline) for achieving your organizing goals. IF one or more social media platforms offer better tactics for achieving your organizing goals… know where to go to learn how to use the platform, build capacity, and use it!

9. OfflineOnlineSocial Media Social Networks Micro blogging Media Sharing Messaging Apps Organizing Goals In-person Phone Direct Mail Text/SMS Web/Blog Email Facebook/ LinkedIn/ Google+ Twitter Instagram/ Vine/ YouTube/ Pinterest Snapchat/ WhatsApp Influence a Decision-Maker Leadership Development Build Community Education Base Building Coalition Building Fundraising

10. What Sets Social Media Apart? Lots of social media platforms. Social media platforms have shorter life-spans and constantly face new competition. They’re all structured differently. The rules within a platform change over time.

11. Adult Communication Platforms (Previous Day, Sept. 2014)

12. Age 18-29 Communication Platforms (Used “A lot” the previous day)

13. Teens Use of Social Media Platforms

14. Platform Reach & Response Rates!

15. 7,089 followers 134 post reach = 1.89% view rate 6 engagements = 0.08% engagement rate

16. M+R: Email Open & Action Rates

17. social@Ogilvy: Facebook View Rates

18. 2015: Twitter to Follow

19. Direct Mail: Crucial for Fundraising From thefundraisingauthority.com: Housefile mailings: 5% - 15% response rates Prospecting mailings: 0.5% - 1.5% response rates

20. Text/SMS Highest open rates Quickest read time Highest click- through rates Highest action rates Primarily a SMS/Txt Campaign 200K march in DC, 1,000+ house parties, 1 million advocacy calls

21. What Platforms Impact Members of Congress? (2011)

22. OfflineOnlineSocial Media Social Networks Micro blogging Media Sharing Messaging Apps Organizing Goals In-person Phone Direct Mail Text/SMS Web/Blog Email Facebook/ LinkedIn/ Google+ Twitter Instagram/ Vine/ YouTube/ Pinterest Snapchat/ WhatsApp Influence a Decision-Maker Leadership Development Build Community Education Base Building Coalition Building Fundraising

23. Use Social Media’s Strengths 1.Identify your campaigns that social media can support effectively. 2.Accordingly, choose the platforms where you want to develop capacity and have the time and resources to do so, and develop a plan (see “Resources” page). 3.Develop a plan for moving social media contacts to other platforms (email, phone, SMS, mail) with stronger response rates. 4.Integrate social media actions appropriately into your campaign timelines.

24. Additional Resources! http://ohioinstitute.wikidot.com www.healthcare-now.org