Igniting Your Online Community: From Slacktivism to Activism / Boyd Neil, H+K Strategies

Organizing Better with the Social Web My Charity Connects 2012 Boyd Neil National Practice Leader Social Media + Digital Communications

22012 eNonproﬁt Benchmark Study h7p://www.e-‐benchmarksstudy.com/

. . . And what of it? 5!  Social web now integral to non-profit and social organizing!  Twitter has taken over as a conversation and connection tool especially internationally!  But . . . a tendency to think in terms of traditional success measures (additions to email lists etc.)!  Moving from connection to engagement and action is the challenge . . . Organizing online is a core competency for non- profits and advocacy groups

How we do it: 1.  Understand social dynamics 2.  Draw from historic and current organizing principles6

7Dr. Giorgos ChelioEs (gchelioEs@nus.edu.sg) CommunicaEons and New Media, NaEonal University of Singapore

Online organizing doesn’t changehow people make decisions toparticipate – or not1.  Personal approach best for recruitment2.  Knowing that “someone like me” is on social platform (trust)3.  Personal invitations/direct support help people get started4.  Understand needs, then help meet those needs encourages participation and ongoing involvementNeighbourhood Forums: (from an evaluaEon of E-‐Democracy.org Inclusive Social Media project)

Social parEcipaEon conEnuum Connec&on Engagement Inﬂuence Ac&on 9

What social web acEvism can do Create Educate Organize Courage to Act Act 10

Organizing Principles Organizing principles1.  Contain anger | find ideological balance2.  Make action choices straightforward, obvious and easy3.  Connect everywhere4.  Use social tools to organize groups (We used to call them ‘cells’)5.  Give people offline connection and action opportunities6.  Identify local network leaders . . . And empower to self-organize7.  Personalize the relationship8.  Facilitate peer-to-peer opportunities9.  Provide incentives for offline action10.  Create content that rocks11.  Celebrate successes12.  Manage organizing like a political campaign

Organizing Principles Organizing principles1.  Contain anger | find ideological balance

Two reasons this doesn’t work: 1.  Moves away from core organizing message 2.  SubsEtutes anger for argument 13

Organizing Principles Organizing principles2.  Make action choices straightforward, obvious and easy

Four reasons this works 1.  Oﬀers calls to acEon + peEEons 2.  Educates on what it means to engage 3.  Urges you to imagine something diﬀerent 4.  Makes it easy 15

And this works too . . . For the same reasons

Organizing Principles Organizing principles3.  Connect everywhere

Three reasons this works: 1.  Displays and repeats evidence of mulEple pla]orms 2.  Uses visual pla]orms 3.  Has mulEple points of access for connecEon

Organizing Principles Organizing principles4.  Use social tools to organize groups (We used to call them ‘cells’)

Organizing Principles Organizing principles5.  Give people offline connection and action opportunities

‘App’ It22

Organizing Principles Organizing principles6.  Identify local network leaders . . . And empower to self-organize

Three reasons this doesn’t work: 1.  No place to idenEfy yourself as willing to lead an acEon 2.  No infrastructure for self-‐ organizaEon of groups 3.  Doesn’t educate within the context of organizing But this does . . . 24

Organizing Principles Organizing principles7.  Personalize the relationship

Organizing Principles Organizing principles8.  Facilitate peer-to-peer opportunities

Three reasons this works: 1.  Begins from your own story 2.  Makes starEng your own peer-‐ peer campaign straigh]orward 3.  Deﬁnes progress

Organizing Principles Organizing principles9.  Provide incentives for offline action

Site offers:1.  Game-style ranking2.  Personal invitations to events3.  Special training/ education opportunities 30

Organizing Principles Organizing principles10.  Create content that rocks

We can learn a lot about creating great content from 32 internet memes . . . They operate in affinity spaces and are characterized byDr. Giorgos ChelioEs (gchelioEs@nus.edu.sg) CommunicaEons and New Media, NaEonal University of Singapore

TACTICAL TOOLKITS AND GUIDES Drawing by Numbers 10 TacEcs Message in-‐a-‐box Mobiles in-‐a-‐box Security in-‐a-‐box Info-‐design guide Maps for advocacy Online advocacy guide ONO ﬁlms Digital Survival Guide 33

Numbers with ‘narraEves’

Good Data Visualization 35!  Have a storytelling !  Context is critical disposition in data –  Give us the ‘so what’ assembly !  Create the story from!  Less data, more story the data . . .don’t jam (but collect it all) the data into a story!  Focus on opportunity !  Highlight actionable not data pimping data

Organizing Principles Organizing principles12.  Manage organizing like a poliEcal campaign

THE H+K ADVOCACY PANEL Features + Dynamic CRM + Mass Mailer + Event Management + Fundraising + Advocacy & Petitions + Share / Tell-‐a-‐friend + Legislative Outreach + Social Networking + Canvassing + File Uploader + API

Boyd Neil | @boydneil | 416.413.4626 | www.boydneil.com 39

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Igniting Your Online Community: From Slacktivism to Activism / Boyd Neil, H+K Strategies

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Igniting Your Online Community: From Slacktivism to Activism / Boyd Neil, H+K Strategies Presentation Transcript