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noi12.co/OnyC98

noi12.co/OnyC98. Online Advertising. Trainer: Asher Huey, AFT Facilitated By: Hope Wood, NOI. Introductions. NOI O n Demand Me & You Norms. FOLLOWING THE LAW. Elections.neworganizing.com. FOLLOWING THE LAW. www.afj.org. Agenda. Case Study Basic Intro Strategic Ads Campaign

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noi12.co/OnyC98

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  1. noi12.co/OnyC98

  2. Online Advertising Trainer: Asher Huey, AFT Facilitated By: Hope Wood, NOI

  3. Introductions NOI On Demand Me & You Norms

  4. FOLLOWING THE LAW Elections.neworganizing.com

  5. FOLLOWING THE LAW www.afj.org

  6. Agenda Case Study Basic Intro Strategic Ads Campaign Elements Of A Good Ad Examples

  7. Your Trainer Asher Huey - @asherhuey

  8. Case Study

  9. Case Study Dump Trump • Where: Facebook • Who: Pepsi Employees • 5,000 on Facebook • Why: Pressure Upper Management To Take Action

  10. Dump Trump – Case Study

  11. Dump Trump – Case Study Dump Trump Metrics • Impressions: 125,627 • CPM: $0.27 • Total Spent: $33.56

  12. Basic Ads

  13. Where Do We Run Ads? • Google • Facebook • Blogs • Twitter • Yahoo

  14. Things To Know • CPC – Cost per click, how much you pay per click • CPM – Cost per thousand impressions, how much you pay per thousand impressions • CTR – Click through rate, the rate at which people click your ad • CPA- Cost per Acquisition • Targeting - Selecting who sees your ad

  15. Google Ads - Search

  16. Google Ads - Display

  17. Google – Search V. Display

  18. Google Ads

  19. Facebook • Targeting based on self identification • External URL’s • 90 Characters - 1 Image • Pages • Sponsored Stories • Page Posts

  20. Facebook

  21. Strategic Ads Campaign

  22. Strategic Ads Campaign Online Ads As An Organizing Tool • Ads do not exist in a vacuum. They must work with the overarching narrative and further the goals of the campaign • Ads should drive to pages that will allow you to capture your supporters

  23. Strategic Ads Campaign Questions To Ask Before Running An Ad Why Are We Running This? What Are Our Goals? Who Do We Want To Target? Where Do We Want To Run It? Is There Any Added Benefit To Running This Ad?

  24. Strategic Ads Campaign • Coordinating The Campaign • Can You Run Your Ad In Conjunction With A TV Ad? • Can You Run Your Ad In Coordination With A Major Event or Endorsement?

  25. Strategic Ads Campaign Know Your Campaign Schedule • Make sure your ads run at the correct times • Make sure you support event schedule • Apply same to opposition

  26. Why Would We Run Ads? • Grow Your FacebookPresence • Call People To Action • Sign A Petition • Attend An Event • Contact A Politician • Build Your Organization’s Brand or Capacity • Generate Support for A Position or a Cause

  27. Elements Of A Good Ad

  28. Elements Of A Good Ad What Makes A Good Ad? • Clear Message • Clear Defined Graphics (If Applicable) • Defined Targeting • Cost Effective • Furthering Campaign Goals

  29. Considerations When Creating A Campaign Budget • Don’t plan a campaign you can’t afford • Be sure to space your budget to last the campaign

  30. Considerations When Creating A Campaign Targeting • Too broad V. Too Narrow • Finding the right audience

  31. Examples

  32. Ad Fail

  33. Ad Fail

  34. Win!

  35. Win Or Fail?

  36. Be Creative

  37. Be Creative

  38. Star Trek Ads

  39. How To

  40. How To Make An Ad • Go to ads.facebook.com • Go to ads.google.com • Accounts are free and they walk you through creating it.

  41. Questions?

  42. Evaluation

  43. What’s next: NEXT WEEK Voter Registration Week - August 27-31 Voter Registration Strategy and Legal Issues - Mon, Aug 27, 2012 at 1 PM EDT - Explain the need for voter registration - both from a nonpartisan civic engagement/emerging majority perspective, and a base-building/good data perspective - and outline some of the legal issues people should be aware of. Voter Registration Data - Tue, Aug 28, 2012 at 1 PM EDT - Review strategies how to capture and use data from voter registration drives. Voter Registration Planning and Recruitment - Wed, Aug 29, 2012 at 1 PM EDT - Discuss selecting the right voter registration sites, planning a staging location, recruiting constituents to be registered, communicating with the press, and recruiting volunteers. Voter Registration Message and Online Tools - Thu, Aug 30, 2012 at 1 PM EDT - Covers effective messaging for getting people to register, and online tools to help with registration. Social Media - Fri, Aug 31, 2012 at 1 PM EDT The basics of using social media (especially Facebook and Twitter) effectively to supplement existing campaign programs.

  44. Interdependent Leadership (aka the Snowflake Model) How can I support NOI On Demand? https://act.neworganizing.com/donate/NOD_Donate_08-2012/ Interdependent Leadership

  45. www.neworganizing.com/toolbox

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