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Bringing Community Organizing Into Online Social Media Campaigns - Askanase, Sample Ward, Boothe



Principles of community organizing, including traditional campaign mapping, inform and lay the groundwork for successful social media campaigns and strategy. This presentation covers the basic ...

Principles of community organizing, including traditional campaign mapping, inform and lay the groundwork for successful social media campaigns and strategy. This presentation covers the basic principles of community organizing that are necessary for a successful online campaign, how to map out online campaigns, and offers examples of three nonprofit online campaigns that used these principles.

This presentation was prepared collaboratively by Debra Askanase @askdebra, Ivan Boothe @rootwork, and Amy Sample Ward @amyrsward for the 2010 Nonprofit Technology Conference, and will be presented at a session on April 9, 2010.



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  • movement-building means beyond a single organization   strategy includes power analysis, selecting appropriate targets, evaluation of actions   accountability and go where the people are both include listening
  • No hero worship!
  • http://www.chicagotribune.com/services/newspaper/eedition/chi-jena_blog_web19,0,4238459.story
  • Shanelle Matthews: http://transcripts.cnn.com/TRANSCRIPTS/0709/20/acd.01.html http://www.thedemocraticstrategist.org/strategist/2007/09/jena_and_the_internet.php
  • http://www.colorofchange.org/jena/main.html   http://www.sfgate.com/cgi-bin/article.cgi?file=/c/a/2007/09/22/MNEISAVOE.DTL
  • http://adage.com/bigtent/post?article_id=120817

Bringing Community Organizing Into Online Social Media Campaigns - Askanase, Sample Ward, Boothe Bringing Community Organizing Into Online Social Media Campaigns - Askanase, Sample Ward, Boothe Presentation Transcript

  • Bringing Community Organizing Into Online Campaigns Session Designers: Debra Askanase, @askdebra Ivan Boothe, @rootwork Amy Sample Ward, @amyrsward
  • Session Agenda • Introductions • Community Organizing: An Overview (10 min) • Principles of Community Organizing (10 min) • Campaign Mapping Checklist (10 min) • Bringing It All Together: Analysis of Online Campaigns (15 min) • Breakout Sessions: Plan Your Online Campaign (30 min) • Report Backs & Campaign Feedback (10 min)
  • About the Presenters Ivan: organizing for the long term Debra: strategic means building use of social community in Amy: help the media is the short term community to help community itself organizing
  • Need Your Help: We are looking for your advocacy campaign ideas to put into action - today!
  • Community Organizing is... The concept that individuals affected by an issue have more power to create change by coming together than by acting individually. Community organizing empowers ourselves, creates long-term change, and changes the balance of power.
  • http://www.flickr.com/photos/21789669@N00/3207907157/
  • Powered by organization(s) to create change ...or by the grassroots efforts of individuals
  • Organization-Based Organizing
  • Grassroots-Powered Organizing
  • Principles of Organizing movement-building strategy (power analysis) community accountability go where the people are leadership development
  • 1. Organizing for a Movement (it’s long-term) www.flickr.com/photos/vtveen/2737555893/
  • 2. Strategic Organizing
  • 3. Accountability www.flickr.com/photos/wheatfields/1614979200/
  • 4. Social Networks for Change go where your people are! xkcd.com/256
  • 5. Cultivate New Leaders Find voices. Amplify them.
  • Campaign Mapping 10,000 ft
  • Campaign Mapping From 10,000 feet, there's nothing blocking your view to identify your SMART goals: • Specific • Measurable • Attainable • Realistic • Time-specific Key Question: what are we going to do?
  • Campaign Mapping 1,000 ft
  • Campaign Mapping Using the 10,000 foot perspective, it's now easy to identify and map your: • Decision makers • Influencers • Partners & Allies • Supporters • Community Key Question: Who is involved?
  • Campaign Mapping 100 ft
  • Campaign Mapping Now that we know all the players, we can map the corresponding: • Messages • Platforms • Timeline • Evaluation Key Question: what are we saying and when?
  • Campaign Mapping 10 ft
  • Campaign Mapping We are getting really close now and can start looking at the nitty-gritty: • Expected obstacles • Engagement plans • Leadership development • Identifying first steps Key Question: what are we missing?
  • Campaign Mapping 1 ft
  • Campaign Mapping On the ground and running! Now that you're going, in real-time you can: • Relinquish control • Recognize and empower active contributors • Create collaborations • Measure impact • Say thanks Key Question: how do we do even better?
  • Case Studies
  • Free the Jena Six Movement-Building "There is no single leader. There is no agreed schedule. Organizers aren't even certain where everyone is supposed to gather ... the only thing that is known for sure is that thousands of protesters are boarding buses at churches, colleges and community centers across the country this week, headed for this tiny dot on the map of central Louisiana." —Chicago Tribune
  • Free the Jena Six Where the people are: Self-organizing silence on mainstream blogs... 500 Facebook groups 1,600 YouTube videos
  • Free the Jena Six ColorOfChange.org: Adding strategy
  • Free the Jena Six The hip-hop community: Amplifying voices
  • Free the Jena Six www.flickr.com/photos/martinez- nesporova/1416931832/in/pool-freethejena6/
  • I Believe In Open
  • I Believe In Open Strategy
  • I Believe In Open Community Accountability
  • I Believe In Open Go Where the People Are these leaders formed the FB Group
  • I Believe In Open Go Where The People Are
  • I Believe In Open Movement Building
  • I Believe In Open Movement Building 2010 ChangeCamp Planning 100 ChangeCamps across Canada I Believe In Open: next election cycle Launch an "ideas campaign" (vote for top 5 ideas to make government transparent)
  • I Believe In Open Leadership Development Government: Community: All NDP leaders 380 voter signups signed up and took the lead 290 FB Group members ChangeCamp movement: 38 MP Pledges 9 towns, 100s of community organizers across Canada
  • Tweetsgiving Movement Building
  • Tweetsgiving Strategy
  • Tweetsgiving Community Accountability
  • Tweetsgiving Go Where the People Are
  • Tweetsgiving Leadership Development
  • Who's Ready to Share? http://www.flickr.com/photos/33914386@N08/3230910546/
  • Breakout Sessions: Planning Your Online Campaign http://www.flickr.com/photos/53326337 @N00/3942558779/
  • Report Backs and Feedback http://www.flickr.com/photos/51487460@N00/144670634/
  • References Free the Jenna 6: http://en.wikipedia.org/wiki/Jena_Six http://www.thedemocraticstrategist.org/strategist/200 7/09/jena_and_the_internet.php http://adage.com/bigtent/post?article_id=120817 I Believe In Open: http://ibelieveinopen.ca/ http://visiblegovernment.ca/index http://wiki.changecamp.ca/index.php?title=&bc=4 http://changecamp.ca/about/ http://civicaccess.ca/wiki/ Tweetsgiving: http://epicchange.org http://tweetsgiving.epicchange.org/
  • Thank You! Debra Askanase, Social Strategy Director Community Organizer 2.0 www.communityorganizer20.com debra@communityorganizer20.com; @askdebra Ivan Boothe, Creative Director Rootwork.org www.rootwork.org ivan@rootwork.org; @rootwork Amy Sample Ward, Global Community Development Manager NetSquared www.netsquared.org; www.amysampleward.org amy@amysampleward.org; @amyrsward