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

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

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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 ...

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

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

    • 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/    
    • 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 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’)
    • 20
    • 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
    • 36
    • 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