0
Organizing Better with the Social             Web                      My Charity Connects 2012                      Boyd ...
22012	  eNonprofit	  Benchmark	  Study	  h7p://www.e-­‐benchmarksstudy.com/	  	  
32012	  eNonprofit	  Benchmark	  Study	  h7p://www.e-­‐benchmarksstudy.com/	  	  
42012	  eNonprofit	  Benchmark	  Study	  h7p://www.e-­‐benchmarksstudy.com/	  	  
. . . And what of it?                                                        5!    Social web now integral to non-profit a...
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	  Sing...
Online organizing doesn’t changehow people make decisions toparticipate – or not1.  Personal approach best for    recruitm...
Social	  parEcipaEon	  conEnuum	  Connec&on	     Engagement	     Influence	     Ac&on	                                     ...
What	  social	  web	  acEvism	  can	  do	                                 Create	  Educate	     Organize	     Courage	  to...
Organizing Principles         Organizing                       principles1.     Contain anger | find ideological balance2....
Organizing Principles         Organizing                      principles1.    Contain anger | find ideological balance
Two	  reasons	  this	  doesn’t	  work:	  	  1.  Moves	  away	  from	  core	         organizing	  message	  2.  SubsEtutes	...
Organizing Principles         Organizing                    principles2.    Make action choices straightforward, obvious a...
Four	  reasons	  this	  works	  	  1.  Offers	  calls	  to	  acEon	  +	  peEEons	  2.  Educates	  on	  what	  it	  means	  ...
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	  visua...
Organizing Principles         Organizing                      principles4.    Use social tools to organize groups (We used...
20
Organizing Principles         Organizing                     principles5.    Give people offline connection and action opp...
‘App’ It22
Organizing Principles         Organizing                      principles6.    Identify local network leaders . . . And emp...
Three	  reasons	  this	  doesn’t	  work:	  	  1.  No	  place	  to	  idenEfy	  yourself	  as	       willing	  to	  lead	  a...
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-­‐  ...
Organizing Principles         Organizing                       principles9.    Provide incentives for offline action
Site offers:1.  Game-style ranking2.  Personal invitations to    events3.  Special training/    education opportunities   ...
Organizing Principles         Organizing                principles10.    Create content that rocks
We can learn a lot about creating great content from                             32       internet memes . . . They operat...
TACTICAL	  TOOLKITS	  AND	  GUIDES                   	       Drawing	  by	  Numbers                	               10	  Ta...
Numbers	  with	  ‘narraEves’                             	  
Good Data Visualization                                      35!    Have a storytelling     !    Context is critical     d...
36
Organizing Principles	                        Organizing	   principles12.  Manage	  organizing	  like	  a	  poliEcal	  cam...
THE	  H+K	  ADVOCACY	  PANEL	                                        Features	                                        +	  ...
Boyd Neil | @boydneil | 416.413.4626 | www.boydneil.com                                                          39
Igniting Your Online Community:  From Slacktivism to Activism / Boyd Neil, H+K Strategies
Upcoming SlideShare
Loading in...5
×

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

1,014

Published on

Slacktivism describes online activism that requires little effort and CAN, without marshalling the right strategies, fail to create real social change. Examples of slacktivism include “liking” a cause on Facebook or retweeting an online petition. While these actions are simple and require little involvement, in the hands of a good organizer they do have the potential to make a difference. In this session, we’ll explore how to move your online community from the slactivism to activism.

Takeaways
- Learn why slacktivism is an important step in engaging people more deeply in a cause
- Gain insight on how to amplify the impact of your campaigns by bringing newfound slacktivists to the next level of engagement
- 11 organizing principles to inspire your online community

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,014
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. Organizing Better with the Social Web My Charity Connects 2012 Boyd Neil National Practice Leader Social Media + Digital Communications
  2. 2. 22012  eNonprofit  Benchmark  Study  h7p://www.e-­‐benchmarksstudy.com/    
  3. 3. 32012  eNonprofit  Benchmark  Study  h7p://www.e-­‐benchmarksstudy.com/    
  4. 4. 42012  eNonprofit  Benchmark  Study  h7p://www.e-­‐benchmarksstudy.com/    
  5. 5. . . . 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
  6. 6. How we do it: 1.  Understand social dynamics 2.  Draw from historic and current organizing principles6
  7. 7. 7Dr.  Giorgos  ChelioEs  (gchelioEs@nus.edu.sg)  CommunicaEons  and  New  Media,  NaEonal  University  of  Singapore  
  8. 8. 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)    
  9. 9. Social  parEcipaEon  conEnuum  Connec&on   Engagement   Influence   Ac&on   9  
  10. 10. What  social  web  acEvism  can  do   Create  Educate   Organize   Courage  to   Act   Act   10  
  11. 11. 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
  12. 12. Organizing Principles Organizing principles1.  Contain anger | find ideological balance
  13. 13. Two  reasons  this  doesn’t  work:    1.  Moves  away  from  core   organizing  message  2.  SubsEtutes  anger  for  argument   13
  14. 14. Organizing Principles Organizing principles2.  Make action choices straightforward, obvious and easy
  15. 15. 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
  16. 16. And  this  works  too  .  .  .  For  the  same  reasons  
  17. 17. Organizing Principles Organizing principles3.  Connect everywhere
  18. 18. 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  
  19. 19. Organizing Principles Organizing principles4.  Use social tools to organize groups (We used to call them ‘cells’)
  20. 20. 20
  21. 21. Organizing Principles Organizing principles5.  Give people offline connection and action opportunities
  22. 22. ‘App’ It22
  23. 23. Organizing Principles Organizing principles6.  Identify local network leaders . . . And empower to self-organize
  24. 24. 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
  25. 25. Organizing Principles Organizing principles7.  Personalize the relationship
  26. 26. Organizing Principles Organizing principles8.  Facilitate peer-to-peer opportunities
  27. 27. Three  reasons  this  works:    1.  Begins  from  your  own  story  2.  Makes  starEng  your  own  peer-­‐ peer  campaign  straigh]orward  3.  Defines  progress    
  28. 28. Organizing Principles Organizing principles9.  Provide incentives for offline action
  29. 29. Site offers:1.  Game-style ranking2.  Personal invitations to events3.  Special training/ education opportunities 30
  30. 30. Organizing Principles Organizing principles10.  Create content that rocks
  31. 31. 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  
  32. 32. 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
  33. 33. Numbers  with  ‘narraEves’  
  34. 34. 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
  35. 35. 36
  36. 36. Organizing Principles   Organizing   principles12.  Manage  organizing  like  a  poliEcal  campaign  
  37. 37. 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  
  38. 38. Boyd Neil | @boydneil | 416.413.4626 | www.boydneil.com 39
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×