Fulfilling Objectives

1. Exposure. Expose and elevate #MakeRoom across 350 cities in the US and Canada at local levels where word of mouth happens.
2. Local advocacy. Develop localized networks of advocates for #MakeRoom. The advocates are given media amplification from The Breaking News Network’s (“BNN”) 350 local city feeds.
3. Local partnerships. Develop partnerships with local nonprofits, civic groups, performing arts organizations and individuals committed to affordable housing, and share the values of the #MakeRoom campaign.

Real time #MakeRoom Monitoring

Tweetdeck

We use Tweetdeck to continuously monitor multiple Twitter accounts associated with the campaign: local housing authorities, @MakeRoomUSA followers, @MakeRoomUSA following, housing advocates, and advocates that #MakeRoom submits to us.

We build massive social media campaigns across multiple local accounts and respond in real time. For example, when we identify a local tweet made by a tracked account, we can easily RT the tweet through the BNN City feed.

Retweeting engages new advocates and reinforces existing advocates to supporting #MakeRoom.

Twitter Feed Monitor @MakeRoomLive

We create a non-public Twitter account called @MakeRoomLive that is used to record retweets done across BNN Networks on behalf of #MakeRoom using the Tweetdeck configuration above.

#MakeRoom management team all have access to @makeroomlive via Twitter. Simply follow it and we’ll provide access.

National Exposure

Hootsuite

We use the social media feed distribution tool Hootsuite to distribute tweets and Facebook posts across 270+ US cities at once. The “blast” effect is demonstrate on Topsy.com, a Twitter analytics tool.

The effect is similar to massive Retweet systems like Thunderclap andHeadtalker. From: How BNN Funding is Cracking the Code on Crowdfunding Marketing

What makes your system more efficient than Thunderclap?

The difference is with Thunderclap, you need to wait a few weeks and badger others to register to participate in the campaign. And badgering others is simply using up social capital. No matter what people say, it’s best to save your social capital for better things. The BNN can unleash a campaign instantly with a social reach of over 600,000, more than the average Thunderclap without expending any personal social capital. And it can do it daily if needed.

Our reach for every “blast” has expanded to 900,000 since the article appeared nine months ago.

BNN Networks never uses systems to collect irrelevant followers. According to Twitter analytics, 60%+ of followers in each of 400 cities are local.

In addition, we use Hootsuite to “blast” across the BNN’s 300+ Facebook pages

Local Engagement is more important than exposure

We caution that blasts only get the #MakeRoom message exposed. The key feature of our Command Center is developing local engagement with existing and potential partners.

Automated Amplification

BNN Networks’ media amplification program

BNN Networks engages #MakeRoom partners and advocates, national and local, by authorizing them for the BNN media amplification program. The methodology is simple, advocates add the hashtag #MakeRoom or other specified hashtags like #housing to their tweets, just as they might normally do. The tweet is automatically retweeted across our various news networks, and also posted on the city website, the local Facebook and G+ news pages. For example, when @HUDSoutheast tweets with the hashtag #housing, BNN’s Miami feed: @breakingnewsmia retweets the tweet to the Miami reader base.

BNN authorizes individual Twitter accounts for local amplification for specific hashtags. If the hashtag is not included, the city feed will not amplify the message.

Dlvr.it

We use the syndication tool dlvr.it to amplify (retweet) authorized Twitter accounts. For example, @DC_Housing is authorized for amplification across BNN Networks’ Twitter feeds @breakingdc_news, @CHNGDC and @RENEWSDC, as well as the Facebook feed for Breaking DC News.

The amplification is set up by filtering the tweet for specific hashtags #makeroom, #housing or #DC.

Engaging Local Partners for #MakeRoom

Affordable housing advocates

The objectives in engaging housing authorities and affordable housing advocates nationwide are 1) to make them aware of the #MakeRoom campaign, 2) to get them interested in supporting #MakeRoom, and 3) finally, to develop local partnerships with #MakeRoom.

It’s all about reciprocity of social capital. BNN targets potential partners and advocates, and get them on board using the following method:

1. Identify partner

2. Send potential partner a tweet showing your love

3. Partner responds. @mhclouisville tests the hashtag #fairhousing to see if it really works (and it does, @louisville_buzz, @CHNGLouisville and @RENewsLouis all RT the tweet). Then a “Thank you”. Good will established! Next step is to dialogue and gauge interest in participating in #MakeRoom.

#MakeRoom Advocate Database

Google Drive

Using Google Drive, BNN Networks has developed a database of #MakeRoom partners and advocates based on the Twitter accounts of five different groups:

• Housing authorities
• @makeroomusa following
• @mkeroomusa followers
• Housing advocates (i.e., local affordable housing nonprofits and community leaders)
• Housing delegates (for the lack of a better description, all those submitted to BNN Networks by #MakeRoom. This list can be augmented any time)

Extending advocacy beyond housing

BNN can add more advocates beyond the affordable housing space.

1. Affordable housing advocates, both national foundations and local on-the-ground agencies
2. Civic agencies and nonprofits dealing with homeless and poverty
3. Performers and celebrities
4. Performing arts organizations
5. Community leaders
6. Real estate organizations
7. Community broadcasters who can livestream local concerts via Meerkat and Periscope. (BNN Networks is developing a livestream news network)
8. Community foundations