Digital Activism Strategy Mary Joyce | Oslo, Norway | October, 2011 Images: Ushahidi, Pro Publica Technorati, The Guardian
5 Strategic Decisions of Digital Activism Message Audience Action GoalWhat will motivate The people (targets What needs to What the the audience to and allies) that need happen for the organization take the action to take that action organization to wants to achieve its goal achieve Speciﬁc Measurable Achievable Realistic Timely
5 Strategic Decisions of Digital Activism Media choices come at the end. They can only be made after all other elements of the communications Media strategy are in place.The most effective Message medium for transmitting the message to the Audience audience Action Goal
Types of AudiencesYou inﬂuence Target Sometimes you can Audience inﬂuence the target directly e nc ue inﬂ inﬂ ue nc e Sometimes you need to mobilize Ally allies to help you. Audience
How to Make Media Choices Attention Access Best Media ChoiceEmail? Tweet? TV Spot? In-Person Meeting? Poster?
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.