“Let’s Get Social”

Using Emerging Media for Grassroots, PACs, and Public Affairs
April 29, 2009

 Mike Panetta, Vice Pres., Public Affairs and Emerging Media, Grassroots Enterprise  Brad Smith, Manager, Public Affairs Member Communities, American Chemical Society  Jason Siegel, Managing Director of Creative Services, Qorvis Communications  Ashley Bailey, Counsel, Crowell & Moring  Mike Jacobs, Partner, Crowell & Moring

So How Many of You?
 Are on Facebook?  Are on Twitter?  Write or Comment on Blogs?  Upload video?  Share items on Social Networks

What is Social Media and Networking?
 Social Networking has always existed even before computers  Internet now makes it easy to connect with a larger number of people and share more information than ever before  Not just gossip at the water cooler any more - it’s rich media: video, audio, web links, and posts being spread among connected individuals  Content really goes viral when it starts jumping from “node” to “node” within a social network

Part of a Larger Shift in Media Consumption
Limited Choices:  Fundamental shift in the power of communication and the flow of information  Used to be very concentrated in a few media companies  Creation of media was something that required trained professionals and millions of dollars in equipment and resources  The power of creation & distribution of information is the real power of social media – especially as it related to political practitioners

New Media = Infinite Choices

Media Landscape is Fragmented


106 million in 1983

16.3 million in 2009

We only have so much time…

Source: StateoftheMedia.org, Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media Research

Lack of Trust Makes Word of Mouth Key
 People no longer place a great deal of trust in institutions or the media  According to a recent poll, less than 20% believe “all or most” news reports
(Source: Sacred Heart University)

 Only 26% have a high degree of trust in the government (Source: Gallop)  Word of mouth is a key factor in the spread of trusted information - 66% of people believe what other consumers have posted online (Source: Nielsen)

They are only tools…use them well
 The theme and message of your campaign are critical to your efforts – the tools only amplify them  New media requires new ways of thinking – it’s no longer just a top-down command and control structure  Solicit authentic content – real stories from real people are compelling  Don’t force people to come to your web site – let content live where people are already going  Integration is key

Why should people care about your content?

Next Speaker

American Chemical Society

Social Media for Public Affairs
Women in Government Relations--April 2009

The vision: Improving people’s lives through the transforming power of chemistry
Founded in 1876 and chartered by the US Congress in 1937, the ACS is the world’s largest scientific society. The ACS is at the forefront of the evolving worldwide chemical enterprise and is the premier professional home for more than 154,000 chemists, chemical engineers and related professionals around the globe.

American Chemical Society

ACS operates on a local, national and global scale
Locally The ACS has 189 local sections throughout the United States. These sections host meetings and provide services in various geographical locations across the country. • • • • Members get to connect with other chemists and chemical engineers in their local geographic area Members can participate in programs to help enhance their professional development Members can promote a better understanding of chemistry to their local communities Members can attend regional scientific meetings hosted by local sections

American Chemical Society

There are currently 34 technical divisions within the ACS, ranging from food and agriculture to industrial engineering chemistry. All of which help members to:

Keep up with the latest developments in their areas of expertise and across interdisciplinary boundaries Network with colleagues Contribute to the advancements and recognition of their scientific discipline

• •

American Chemical Society

Twice a year the ACS sponsors national meetings. These include five days of symposia, tutorials, career services and poster sessions that cover every aspect of chemistry, chemical engineering and related sciences.

Salt Lake City, 2009

American Chemical Society


The ACS has more than 21,000 international members representing more than 100 countries.

American Chemical Society

Real support for real-world initiatives

ACS Green Chemistry Institute® promotes the implementation of green chemistry and engineering principles.

ACS Scholars Program provides gifted underrepresented minority undergraduates with scholarship and mentoring support in the chemical sciences.

Project SEED offers bright, economically disadvantaged high school students a summer opportunity to conduct chemical laboratory research.

American Chemical Society

Real support for real-world initiatives
Teacher Training provides professional development for science teachers so that they foster scientific curiosity in our nation’s youth. Petroleum Research Fund supports fundamental research and has, for the last 50 years, launched the careers of countless young scientists, 19 of whom are now Nobel laureates.

American Chemical Society

Where is Public Affairs?
• Professional Chemists and Chemical Engineers do not join the American Chemical Society for public affairs. • They join the society for our meetings and publications.

• My job is to engage, motivate, and activate this audience
American Chemical Society

ACS Tools for Engaging, Motivating, and Activating
• Tools have to be tailored to fit the communication needs of our audience. – Traditional Tools--Have a role!!! • Face-to-face interaction • Newsletter • General web content

American Chemical Society

ACS Tools for Engaging, Motivating, and Activating
• Tools have to be tailored to fit the communication needs of our audience. – Social media • Act4chemistry.org blog • Twitter • Facebook • Delicious • In House Forums (ACS Network)
American Chemical Society

Social Media Tools
• Act4chemistry.org homepage/blog

American Chemical Society

Social Media Tools
• Twitter

American Chemical Society

Social Media Tools
• Facebook

American Chemical Society

Social Media Tools
• Facebook

American Chemical Society

Social Media Tools
• Delicious

American Chemical Society

Social Media Tools

• In House Forums (ACS Network)

American Chemical Society

Social Media Tools
– Some other tools • Yammer • Plaxo and LinkedIn • You Tube/U Stream • Second Life

American Chemical Society

ACS members are becoming more engaged, active, and motivated.
•Participation in ACS broad based grassroots network grew by 19 percent last year to more than 16,500 participants •ACS key contact program grew by 25 percent last year •In 2008 had the most face-to-face meetings with legislators ever •ACS members sent most letters to Congress than ever before
American Chemical SocietySociety American Chemical 30


Members & Global Partners


External Audience

American Chemical Society

•Key Victories (since May 2008) •Increase funding for science research in FY 08 supplemental appropriations bill •Passage of green chemistry legislation in House •Large increases in science research in FY 09 appropriations •Significant increases for science in American Recovery and Reinvestment Act.
American Chemical SocietySociety American Chemical 32

• Don’t expect the same social engagement that is seen on popular blogs like talkingpointsmemo, dailykos, Hot Air, etc.
– Folks will comment, but you may have to pull some teeth, force the conversation, or raise an controversial topic

• Don’t be afraid to experiment
– Some social media tools may not work for your organization

• Social media engagement is not a 9 to 5 job
– Volunteers engage after hours

• No longer have 100% control of your message

American Chemical Society

Thank You
Brad Smith Manager, Public Affairs Member Communities American Chemical Society 1155 16th Street, N.W. Washington, DC 20036

Ph: 1-800-227-5558 ext. 4479 b_smith@acs.org
American Chemical Society

Emerging Media Communications


Growth of Smart Phone in U.S.

2009 iPhone Sales Estimates
29 Million Devices

Web App vs. Native App
Acceleramoter GPS Vibration Photos Contacts Offline Storage Camera

Technology Platforms

Leveraging Mobile in Grassroots
Access content ubiquitously Take action faster Build stronger relationships Get instant feedback Increase member value Create a stronger more vibrant community

Popular Capabilities
Custom News Feeds with Configurable Actions to Take Per News Story
• Comment where this was published • Forward this to a colleague • Discuss on message boards

• Forward them to your contacts • Discuss on message boards

Legislation Feeds with Configurable Actions to Take
• • • • Alert me of changes to this bill Forward this to a friend Discuss on message boards Send a letter to Congress

Popular Capabilities
Events • Events near you • Event calendar • Invite people to an event • Create an event Polling • Send instant polls to the membership Donations • Raise money for your PAC • Mobile commerce

Popular Capabilities
Function that would allow users to be patched through to a member’s office or to record a voicemail that can be delivered at a time of your choosing. Distribute mobile experience via desktop widget Legislative tracking Analytics dashboard based on audience activity

Popular Capabilities
Video channel: Leverage YouTube channel to create a user generated video mobile channel

Message Board: Mobile message board that creates community (NING ports to mobile in a very friendly fashion) Enhance mobile experience with some tools like GPS enhanced Zagat.com and other City Guide content

“App of the Week”

Designed and Deployed in 90 Days “Top 100 Download App” 400,000+ Downloads in Q1



Search Engine Optimization
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.

Online Reputation Management
Online Reputation Management (ORM), closely monitors relevant online content. This includes professional journalism outlets, generated by traditional news and media giants; as well as user-created and user-generated blogs, ratings, reviews, and comments.

Search Strategy

Search Engine Optimization

Multiplicity of conversation

Backlinks and Link Building
Backlinks are links that are directed towards your website (a.k.a. “Inbound links”) Get Out There
 Forums / Social Networks  Contact friendly partners for link-sharing strategies and proper link-kit usage

Evaluate the number of QUALITY inbound links
 Must have related content on their pages

 http://www.backlinkwatch.com/index.php

Keyword Tools
https://adwords.google.com/select/KeywordToolExternal http://webconfs.com/keyword-density-checker.php http://www.webuildpages.com/seo-tools/keyworddensity/index.php www.wordze.com http://raven-seo-tools.com
 Sign-up for free

Over Optimization
• Avoid “keyword-stuffing” • Recommended keyword density is 3% - 7% • If it sounds awkward, it is.
 “Bots” read pages like humans read pages

• Focus on the top 30 search results only

Tap Into Social Media
Build A Community of Audiences Cross Linking Use Authentic Content Vertical Focused Leverage Video - YouTube

Domain Strategy
Setup multiple domains and web properties Dominant paid search positioning Align domains with popular key phrases

Thank You

Emerging Technologies & Political Initiatives Compliance Risks for Corporations and Associations
Prepared by Ashley N. Bailey Crowell & Moring (202) 624-2732

Risks for Corporations

Prohibition on Corporate Political Activity

Corporate contributions and expenditures to candidates, political parties, and committees in connection with elections to any political office are prohibited. Corporate facilitation of political

Application to Internet
• Website solicitations for contributions to the PAC or suggested contributions to a candidate or political party must be accessible only by the restricted class (i.e., password protected). AO 2006-03; 2000-07. Merely commending employees for their participation constitutes a solicitation. • Electronic signatures permitted for

Application to Internet
• Teleconferences featuring candidates, confined to restricted class, assumed to be permissible candidate appearances. AO 2007-14. Likely could be analogized to candidate appearances on web-based applications. • May a corporation provide links to candidate web pages if links are included in websites accessible on by the restricted class? Proceed with caution. No FEC opinions directly on point. • Political activity on the internet by persons in their individual capacity is not highly regulated (e.g., personal pages on social

Risks for 501(c) Organizations
Lobbying-Related Issues • Communications to “covered” officials via electronic methods may constitute lobbying and subject an organization to Lobbying Disclosure Act requirements. • 501(c)(3) organizations – lobbying may not constitute a “substantial part” of the organization’s activities.

Risks for 501(c) Organizations
Campaign-Related Issues

• May a 501(c)(3) link to a candidate’s website? Depends upon context, furtherance of exempt purpose, representation of other candidates, directness of linkage to political content. Organization must continually monitor linked content. • May 501(c)(3) organizations host candidate appearances in chat rooms? Depends on whether other candidates are given an equal opportunity, the organization expresses no support or opposition, and no fundraising is conducted.

Copyright and Other Traps
Michael Jacobs Crowell & Moring LLP

Basic Principles of U.S. Copyright Law
• What’s Covered?
• “Creative” Works • Expression, not facts • Must be “fixed in a tangible medium of expression” • Arises automatically

• Who Owns It?
• The “author” • The author’s employer • The party commissioning a “work made for hire” • The freelancer • Not the owner of the object itself


Copyright Infringement
• Infringement
– – – – No “innocent infringers” Internet isn’t free Sanctions favor owners Civil and criminal liability

• Contributory Infringement
– Knowingly induce, cause, or materially contribute to infringement by another

DMCA Safe Harbor
• DMCA Safe Harbor rules immunize website owners from infringement conditioned on:
• Lacking knowledge of the infringement • Designating an agent to receive notices • Implementing a takedown policy

• Does not apply to Users

Fair Use Defense?
• A defense to infringement only • Not a Rule – a Balancing Test • Designed to promote “Transformative” creation of new works • The Factors: – Purpose and character of the use – Nature of the work used – Amount and substantiality of portion used – Effect on market for original • No “Free Pass” for Non-Profit or Educational Entities or Uses

Free to View or Free to Use?
• The Internet is not “Free” • Implied license?
– to view, not to download or use

• Express license? -- check Copyright Policy
– YouTube: “Content on the Website is provided . . . for your information and personal use only and may not be used, copied, reproduced, distributed, transmitted, broadcast, displayed, sold, licensed, or otherwise exploited for any other purposes whatsoever without the prior written consent of the respective owners.” Wikipedia: “Content can be copied, modified, and redistributed so long as the new version grants the same freedoms to others and acknowledges the authors of the Wikipedia article used.”

Contractual Obligations
• MySpace User Agreement:
– The MySpace Services are for the personal use of Members and may be used for promotional purposes as well, but direct commercial endeavors may only be used if they are specifically endorsed or authorized by MySpace. – You are solely responsible for the Content that you post on or through any of the MySpace Services, and any material or information that you transmit to other Members and for your interactions with other Users. – Prohibited Content includes . . . content that, in the sole discretion of MySpace . . . violates the privacy rights, publicity rights, copyrights, trademark rights, contract rights or any other rights of any person.

Contractual Obligations
• Facebook User Agreement:
– You understand that . . . the Service and the Site are available for your personal, noncommercial use only. – You represent, warrant and agree that no materials of any kind submitted through your account or otherwise posted, transmitted, or shared by you on or through the Service will violate or infringe upon the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary rights; or contain libelous, defamatory or otherwise unlawful material

Water cooler gossip is now high tech . . . but
• Defamation is the publication of a false statement about another that causes harm to reputation. • Users may be directly liable for information they post on any social networking or blog site.

Other Issues
• All real world laws apply to the virtual world. • If you wouldn’t want it published to the NY Times, don’t post it on your social networking site.