Public policy is mainstream now, and audience engagement has changed in a fundamental way. Engage today.

1. PUBLIC POLICY
ENGAGEMENT IS
MAINSTREAM
JEB ORY, PHONE2ACTION @JEBORY
COURTNEY SIELOFF, BURSON-MARSTELLER @CKSIELOFF

2. Harold Burson
sharing a cocktail with
Walter Cronkite,
NewYork City, 1969
HISTORY LESSON
HISTORY LESSON

3. HISTORY LESSON
MEDIA INTERACTION
Daily life:
How do you
consume media?

4. Who’s on Facebook? Who’s on Twitter?

5. 75%Three-quarters of offices interviewed said
between one to 30 posts on an issue were
enough to get their attention
Nearly two-thirds of the senior managers and
social media managers surveyed think Facebook
is a somewhat important or very important tool
for understanding constituents’ views and
opinions.
64%

6. 68%Of Facebook traffic comes from mobile
65%Of email opens are on a mobile device
Are you serving mobile users a desktop experience?
Mobile users are DEMANDING easy-to-use experiences
– whether it’s an advocacy alert form or a donation
form…
In 2015, organizations missed out on $2 billion in
donations because of non-mobile friendly payment
forms.
CONCLUSION: Streamlining the user experience/call-
to-action is critical for mobile, tablet and desktop users.
USER EXPERIENCE
MOBILE ENGAGEMENT

7. 74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2009 2010 2011 2012 2013 2014 2015
(proj)
SMARTPHONE GROWTH
Data from Pew Internet 2014 and Edison Research 2014
Of American adults use social
media
83%Of American adults send text
messages

8. PUBLIC POLICY IS MAINSTREAM

9. Ron Wyden D-OR

10. Hillary Clinton
5.89M Followers
Bernie Sanders
1.9M Followers
WHO HAS MORE
TWITTER FOLLOWERS?
OR

11. Donald Trump
7.49M Followers
Ted Cruz
1.03M Followers
John Kasich
276K Followers
WHO HAS MORE FOLLOWERS?

12. INTEGRATED APPROACH TO
OUTREACH

13. CORE PRINCIPLES
the future
of content
delivery
more than
just a
message
integrated
storytelling
Be part of the always-on, connected
conversation
Sparks a conversation that’s interesting
enough to grab attention and compelling
enough to share
Earned. Paid. Creative. Messaging. Social.

14. LISTENING TO SOLVE
What do you need?
What are the business objectives?
What assets do you have?
What are the challenges?
What do you actually need?
LISTENING

15. CASE STUDY: LYFT + COALITION
CASE STUDY
RESULTS:
ü Bill 1: Defeated
ü Bill 2: Favorable
compromise

16. BRAND STORY

17. EMOTIONALTIES
• Patriotic
• Facts
• The hero
• Love
• Revenge
• justice
STORYPLOTS
• Voyage + return
• The quest
• American
dream
• Comedy
• Rebirth
• Tragedy
• Overcoming
obstacles
STORYTELLING
STORY CONCEPTS
BRAND STORY
USETHE DATATO
DIRECTYOUR STORY
BE GRANDIOSE,
CREATIVE, BOLD
STORYTELLING IS
CONNECTING

18. John Lewis D-GA

19. John Dingell (D-MI)
John Dingell is 88, but he has
better Twitter game than most
youngsters. He racked up media
attention for his dismissal of the
Kardashians

20. CHANNEL PLACEMENT

21. WHERE DOESYOUR AUDIENCE CONSUME MEDIA?
CHANNEL PLACEMENT
Barktoberfest draws
thousands

22. AUDIENCE ENGAGEMENT

23. BUILDING DIGITAL RELATIONSHIPS
There’s no “set it and forget it”
in relationship-building.The
most successful influencer/
advocate programs come from
steady conversation and
engagement rather than purely
transactional calls-to-action.
Activity and affinity are earned
through steady nurturing.
AUDIENCE ENGAGEMENT

24. AUDIENCE ENGAGEMENT
INFLUENCERS
AUDIENCE ENGAGEMENT
A PERSON OR
PROPRETYTHAT
CREATES INFLUENTIAL
CONVERSATIONS
WITHINTHEIR
NETWORKSTHAT
IMPACT BEHAVIORS OR
PURCHASING
DECISIONS
Profile
Define the social conversations we want to be
involved in by collecting data on audiences
Identify
Score candidates and identify those who will
resonate across verticals and audience
Onboard
Personal outreach, develop incentives, build
trust through mutually beneficial partnership
Engage
Develop activations and ways to involve influencers in
planning initiatives through constant touch points
Measure/
Optimize
Track all results and constantly update
candidate pool and outreach strategy

25. AUDIENCE ENGAGEMENT
BRAND
AMBASSADORS
AUDIENCE ENGAGEMENT
LEVERAGING INFLUENTIAL
CONSUMERS AS BRAND
AMBASSADORS
PROVIDING PRODUCTS
AND RICH CONTENT
Ø SINCE 2011, HORMEL FOODS EXTENDED FAMILY BLOGGER PROGRAM (HFEF) HAS
ACTIVATED BLOGGERS FOR SIX-MONTH PERIODS TO SHOWCASE HORMEL FOODS
PRODUCTS.
Ø IN 2014,THE PROGRAM HAS ADAPTED TO BLOGGERS’ INCREASED PAYMENT
EXPECTATIONS WITH A MORE ROBUST INCENTIVE PACKAGE: IN ADDITION TO
PRODUCTS AND AN OPPORTUNITY TO WIN A $5,000 GRAND PRIZE, BLOGGERS EARN
COUPONS AND GIFT CARDS THROUGH STRATEGIC GIVEAWAYS.
Ø THE PROGRAM HAS ALSO ADOPTED MORE ADVANCED SOCIAL MEDIA
COMPONENTS, INCLUDING AN APP AND A TAB ON THE HORMEL FOODS RECIPES
FACEBOOK PAGE,TO BETTER ENGAGE BLOGGERS AND THEIR READERS.
DELIVERING
• More than 1,000 posts and nearly 21.9 million impressions since 2011
• Nearly 3,300 links to Hormel Foods websites and social media pages since 2011
• Continued improvement:
• From the fifth to the sixth iteration of the program, impressions increased by 30
percent.The seventh iteration is now underway with 5.2 million impressions, and is on
track to be the strongest yet
• Overall increase in blogger post frequency, quality of coverage, and follower
engagement (as measured in comments) on Hormel Foods-related posts

26. ENGAGE: CONSTANT COMMUNICATION
Weekly
• Highlighting top social content you want the influencers to share, across your content themes
• Highlight opportunities for influencers to speak up about the brand to detractors and trolls
Monthly
• Check-in calls or knowledge share sessions amongst influencers
• Guest blog and content creation opportunities
• Direct calls to action around campaign launches and announcements
Continuously make the influencers feel valued
• Solicit program and honest product feedback; treat them like part of the team
• Engage outside of campaign-specific activations
• Provide them with exclusive access to events and content
• Foster conversation between champions and other online community members
USER EXPERIENCE

27. https://www.youtube.com/watch?v=SswzbFOVbsY

28. REAL TIME RESULT

29. REAL TIME RESULTS
USING
TECHNOLOGY
Text CHIA
to
52886

30. Co-­‐Founder
and
CEO
Phone2Ac3on
Jeb@phone2ac3on.com
202.417.8154
Washington,
D.C.
JEB
ORY
Jeb, co-founder and CEO, is responsible for strategy and sales.
Jeb, who has been featured or quoted in the NewYork Times, Forbes Small
Business, the Chicago Tribune, Politico, and Campaigns in Elections, is a thought-
leader in the civic technology industry. He’s on the selection board for Stanford
University’s Social Impact Grants, an advisory member of Designing Chicago, and
an alumnus of IMI Plc’s graduate development program. Jeb’s work has spanned
three countries, including Singapore, Shanghai, and the United States, where he led
a business unit at DCI Marketing, now a Marmon company and subsidiary of
Berkshire Hathaway.
Ory, who has a B.A. in International Relations from Stanford University and an
MBA from Chicago Booth, has cofounded three technology companies. He lives
in DC with his wife, Lea and daughter, Sybil.

31. Director,
Digital
Strategy
Burson-­‐Marsteller
Courtney.sieloff@bm.com
202.530.4613
Washington,
D.C.
COURTNEY
SIELOFF
Courtney
Sieloff
is
a
Director
for
Burson
Marsteller.
She
has
nearly
fiCeen
years
of
experience
in
public
affairs
and
communicaIons,
specializing
in
strategic
planning,
poliIcal
and
legislaIve
campaigns,
influencer
engagement,
and
digital
communicaIons.
Courtney
is
currently
leading
campaigns
for
an
NFL
team,
a
branded
statewide
energy
reducIon
campaign,
and
for
corporate
clients.
She
previously
led
the
communicaIons
campaign
for
Fix
the
Debt,
Growth
Energy,
and
for
a
number
of
advocacy
associaIons.
Prior
to
joining
Burson-­‐Marsteller,
Courtney
was
senior
vice
president
at
RevoluIon
Messaging,
a
poliIcal
mobile
communicaIons
and
social
media-­‐consulIng
firm,
where
her
clients
included
campaigns
and
nonprofit
organizaIons,
as
well
as
federal
candidates
for
office
and
large
issue-­‐based
organizaIons.
Previously,
she
was
the
ExecuIve
Director
for
the
V3
Campaign,
a
project
of
DC
Central
Kitchen.
Courtney
worked
for
The
Harbour
Group,
a
bouIque
public
affairs/public
relaIons
firm.
She
has
worked
with
the
Natural
Products
AssociaIon
and
for
Harrah’s
Entertainment
Inc.,
acIng
as
the
PoliIcal
AcIon
Commi^ee
Manager.
Courtney
has
also
worked
as
a
field
director
for
10
states
for
the
NaIonal
AssociaIon
of
Le^er
Carriers
(AFL-­‐CIO).
She
has
worked
on
a
number
of
candidate
and
issue
campaigns.
Courtney
holds
an
M.A.
in
Women's
Studies
and
Public
Policy
from
The
George
Washington
University,
and
a
B.A
in
PoliIcal
Science
from
the
University
of
Wisconsin
–
Madison.
She
lives
in
Washington
DC
with
her
husband,
two
kids,
and
dog
Juno.

32. QUESTIONS