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Developing Grassroots Campaigns to Build Your Social Presence - Mary Leschper [Energy Digital Summit 2014]

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Energy Digital Summit
Energy Digital Summit

This presentation was written by Mary Leschper, Social Media Analyst at the American Petroleum Institute. Mary was invited to present as a breakout speaker for the inaugural Energy Digital Summit in June 2014. She presented on the topics of grassroots marketing and social media.

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Developing  Grassroots  Campaigns  to   Build  Your  Social  Presence   Mary  Leschper   Social  Media  Analyst   The  American  Petroleum  Ins@tute     June  11,  2014  
Grassroots  Campaigns  of  the  Past   •  Local   •  Face-­‐to-­‐Face  or  Door-­‐to-­‐Door  outreach       •  Neighbors   •  Community  leaders     •  Local  influencers   •  Friends  
Grassroots  Campaigns  in  a  Digital   World       •  Socially  and  virtually  engaged     •  State/na@onal/global  scale       •  24/7  cycle   •  Increasingly  mobile   •  Short,  Sharp,  Sharable   •  Integrated     •  Mul@ple  channels      
Online  Engagement  Path   Energy  Advocacy/Engagement  
Know  Your  Audience   Influencers   Lawmakers   State/Federal  Agencies   Local  Government     Senators   Congressmen   Environmental   Celebri;es  City  Councils   American  Public   Customers   Land  Owners    Environmental   Workers   Manufacturers   Families   Parents   Concerned  Ci;zens   Business  Owners   Royalty  Owners    Investors   Traders   Board  Members   Investors   Traders   Board  Members  
Know  How  Your  Audience  Digests   Informa@on   •  Increasingly  mobile   •  “TwiVer  Genera@on”   •  More  and  more,  folks  get  their  news  from  social   channels   •  What  channels  are  they  using?     •  When  are  they  using?   •  Who  are  they  following?     •  And  retwee@ng?   •  And  sharing?   •  And  engaging  with?    
Reaching  Your  Target  Audience   •  Make  them  click       •  Images,  videos  play  beVer  in  the  online  and  mobile   world   •  Make  the  click  worth  it     •  Give  them  a  reason  to  make  the  call  to  ac@on     •  Timely  and  @meless     •  Play  into  pop  culture     •  Personal/Personality    
Short,  Sharp,  Sharable  
Developing Grassroots Campaigns to Build Your Social Presence - Mary Leschper [Energy Digital Summit 2014]
Pinterest  
Energy  Challenge   •  Missouri  State  Team     •  hVp://vimeo.com/92129108    
Choose  Energy   •  Integrated  Approach     •  Tweets,  blog  posts,   news  ar@cles,  photos   •  Promoted  posts   •  Videos   hVps:// www.youtube.com/ watch? v=bGt7JN15qjs    
Thanks  for  your  @me  and  aVen@on!       Ques@ons?    

More Related Content

Developing Grassroots Campaigns to Build Your Social Presence - Mary Leschper [Energy Digital Summit 2014]

  • 1. Developing  Grassroots  Campaigns  to   Build  Your  Social  Presence   Mary  Leschper   Social  Media  Analyst   The  American  Petroleum  Ins@tute     June  11,  2014  
  • 2. Grassroots  Campaigns  of  the  Past   •  Local   •  Face-­‐to-­‐Face  or  Door-­‐to-­‐Door  outreach       •  Neighbors   •  Community  leaders     •  Local  influencers   •  Friends  
  • 3. Grassroots  Campaigns  in  a  Digital   World       •  Socially  and  virtually  engaged     •  State/na@onal/global  scale       •  24/7  cycle   •  Increasingly  mobile   •  Short,  Sharp,  Sharable   •  Integrated     •  Mul@ple  channels      
  • 4. Online  Engagement  Path   Energy  Advocacy/Engagement  
  • 5. Know  Your  Audience   Influencers   Lawmakers   State/Federal  Agencies   Local  Government     Senators   Congressmen   Environmental   Celebri;es  City  Councils   American  Public   Customers   Land  Owners    Environmental   Workers   Manufacturers   Families   Parents   Concerned  Ci;zens   Business  Owners   Royalty  Owners    Investors   Traders   Board  Members   Investors   Traders   Board  Members  
  • 6. Know  How  Your  Audience  Digests   Informa@on   •  Increasingly  mobile   •  “TwiVer  Genera@on”   •  More  and  more,  folks  get  their  news  from  social   channels   •  What  channels  are  they  using?     •  When  are  they  using?   •  Who  are  they  following?     •  And  retwee@ng?   •  And  sharing?   •  And  engaging  with?    
  • 7. Reaching  Your  Target  Audience   •  Make  them  click       •  Images,  videos  play  beVer  in  the  online  and  mobile   world   •  Make  the  click  worth  it     •  Give  them  a  reason  to  make  the  call  to  ac@on     •  Timely  and  @meless     •  Play  into  pop  culture     •  Personal/Personality    
  • 11. Energy  Challenge   •  Missouri  State  Team     •  hVp://vimeo.com/92129108    
  • 12. Choose  Energy   •  Integrated  Approach     •  Tweets,  blog  posts,   news  ar@cles,  photos   •  Promoted  posts   •  Videos   hVps:// www.youtube.com/ watch? v=bGt7JN15qjs    
  • 13. Thanks  for  your  @me  and  aVen@on!       Ques@ons?