Communicating Effectively in Your Riding

1. Communicating Effectively in Your Riding Harnessing the Potential of Social Media

2. Introduction • Why We’re Liberals • Our Stories • Lessons Learned • Social Media for Your FLA 2

3. Introduction I became a member of the Liberal Party because my small, individual efforts are amplified when carried out in concert with other similarly minded citizens. • Why I’m a Liberal • My Story • Lessons Learned 3

4. Introduction • Where was I a year ago? • Using Twitter sparingly • Using Facebook socially • Learning Wordpress • Vaguely familiar with Photoshop • Politically interested, not involved 4

5. Introduction • Why I’m a Liberal • My Story • Lessons Learned 5

6. Introduction • Highlights from 2011/12: • 4th on Twitter out of 1524 candidates federally in 2011 • @ABoldNewRed featured in MediaMiser social media study, written about by Susan Delacourt • 600 tweet weekend at Biennial 6

7. Introduction • Where am I today? • Using Twitter professionally for OLP • Admin of countless Facebook pages • Use Wordpress + other platforms daily • Designing with Photoshop at work • Living a 24/7 political lifestyle 7

8. Introduction • Social Media accounts I manage: • Ontario Liberal Party • Liberal Party of Canada (Ontario) • LPC President Mike Crawley • Liberals in Action • LPC Social Media help group • Federal/Provincial Associations 8

9. Introduction • What I’ve learned: • ANYONE can do social media • You don’t need to be tech-savvy • You don’t need to be young • You don’t need a comms background • You don’t need prior knowledge … you just have to be willing to learn 9

10. Introduction Why should you use social media and what do you need to know? 10

11. Introduction • Why should you use social media? • Irreversible cultural change • 83% of Canadians on Facebook • Engage Ontarians on their terms • Be part of the conversation about our Party 11

12. Introduction 5 rules of social media: • Don’t over-promote • Encourage engagement • Stay interesting and significant • Watch for meaningful feedback • Be relentless about improvement 12

13. Introduction We have one aim in messaging: We want our target audience to see our values as their values and identify as Liberals. 13

14. Introduction 2 questions to ask yourself: • Will what I’m communicating encourage local members to get involved, stay involved, or become more involved with the Liberal Party? • Will what I’m communicating encourage members of my community to support the Liberal Party and vote for our candidate in the next election? 14

15. Introduction • Start with a plan. Before you begin, figure out: • What is your message? • Who is your target? • What tools will you use? • Who will do what? • What do you want to achieve and by when? • Are you prepared? 15

16. Introduction Your Message What are the issues that resonate locally with targeted audiences? 16

17. Introduction Who is your target audience? • LPC(O) Members • Donors • General Public 17

18. Introduction What tools will you use? • Website • Twitter • Facebook • Letters to the editor • News releases 18

19. Introduction Why that tool? • Different targets, different media • Choose what works best with your target audience and your message 19

20. Introduction Who will do what? • Who is writing? • Who will post on social media? • Who will be spokesperson? 20

21. Introduction Create a FLA Comms Team • Create opportunity for involvement • Split up the workload • Use the full talent of your members • Get a second set of eyes on work 21

22. Introduction Set Realistic Goals and Timelines • Set goals that allow you to see results • Choose deadlines you can reasonably meet 22

23. Introduction Are you prepared? • Do the groundwork • Clip and save articles • File Party emails • Develop lists of key people 23

24. Introduction Know your opponents: • What they’re saying and to who • Track their positions on the issues • Save clippings about their comments • Set up a Google alert for them • Challenge their message 24

25. Introduction Include a call to action: • Volunteer • Join • Donate 25

26. Introduction Leveraging relationships: • Make a Facebook event • Sharing photos • Organize a TweetUp • Get creative 26

27. Conclusion Thank You