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Using social media for nonprofit campaigns, activist organizing & social change (March 2013, PDXTech4Good.org)
 

Using social media for nonprofit campaigns, activist organizing & social change (March 2013, PDXTech4Good.org)

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In this presentation, Ivan Boothe of Rootwork.org talks about integrating social media into your nonprofit/social change work, including using things like Facebook, Twitter, Pinterest, Google Plus and ...

In this presentation, Ivan Boothe of Rootwork.org talks about integrating social media into your nonprofit/social change work, including using things like Facebook, Twitter, Pinterest, Google Plus and more.

Download the list of resources mentioned in this presentation:
http://rootwork.org/sites/default/files/pdxt4g-2013-03-resources.pdf

Ivan touches on strategies for managing your social media work, aligning it with your "offline" campaigns (be they advocacy or fundraising), and the differences between messaging and engaging. He highlights some organizations that are succeeding, and some reasons for their success. He take a closer look at what is sometimes called "slacktivism" and how to invest in social media as an effective tool rather than meaningless metrics.

And he points toward growing movements of organizations, using social media to catalyze grassroots power around a cause, building power not only of the individual organization but of the activists pushing for social change.

Reposted from http://www.slideshare.net/rootwork/pdxt4g-201303-17382641

ABOUT IVAN

Ivan Boothe is the creative director of Rootwork.org and a co-organizer of PDXTech4Good. He works as a freelance Drupal developer and online organizer, and is the online communications associate for the Fellowship of Reconciliation. He's active in the Nonprofit Technology Network and NetSquared communities (both sponsors of PDXTech4Good) and has presented in the past at the Nonprofit Technology Conference, U.S. Social Forum, New Organizing Institute and the Gandhi-King Conference. In addition to his technical work, he sits on the board of the Peace and Justice Studies Association and is a semi-professional handbell musician.

View Ivan's other presentations on Slideshare:
http://www.slideshare.net/rootwork

Follow Ivan on Twitter:
https://twitter.com/rootwork

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A recording from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. More information: PDXTech4Good.org

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    Using social media for nonprofit campaigns, activist organizing & social change (March 2013, PDXTech4Good.org) Using social media for nonprofit campaigns, activist organizing & social change (March 2013, PDXTech4Good.org) Presentation Transcript

    • Using social media for nonprofit campaigns, activist organizing & social change PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Who is this guy? PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • • Drupal front-end development (freelance)• social media consulting for nonprofits & community groups• tech & social change organizer in Philadelphia• community organizer theory & practice PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Where do we start? PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Strategy! PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Online and offline feed each other PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Establish strategic goals Image by Paula Naugle, Flickr Creative Commons flickr.com/photos/plnaugle/8334714234/ PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Low barrier to entry PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • NO BUSY WORK! PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Be clear about your theory of change Image by Ian Barbour, Flickr Creative Commons flickr.com/photos/barbourians/5658641145/ PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • “line of sight”How taking this action gets us closer to our long-term goals PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Online Organizing PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Find your people and go where they are PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • They might NOT be where YOU are PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Social divisions don’t disappear online“ Middle/upper class, college-bound teens… are all on or switching to Facebook. Marginalized teens, teens from poorer or less educated backgrounds, subculturally-identified teens…continue to be drawn to MySpace. Class division has emerged and it is playing out in the aesthetics, the kinds of advertising, and the policy decisions being made.” —danah boyd, June 24, 2007 “Viewing American class divisions through Facebook and MySpace” PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Engage your supporters PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Mobilizing “Join us at our event.” PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Organizing“Become a part of a movement.” PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Network mapping• decision makers (who has control?)• influencers (who has their ear?)• partners (who’s working on this already?)• allies (who could be working on this, if asked?)• community members (who’s affected by this?)• supporters (who’s on our side?) PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Organize for a movement (it’s long-term) Image by Vtveen, Flickr Creative Commons flickr.com/photos/vtveen/2737555893/
    • Cultivating Leaders PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • local leader action leader action participantHave a ladder of joinerengagement ready PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • find the network connectorsamong your supporters PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Don’t just connect people to youConnect people to each other PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • People self-organizing?silence on mainstream blogs...500 Facebook groups1,600 YouTube videos PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Add strategy PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Social media tactics PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Amplify voices Every organization and group has stories. Storytelling is human.Storytelling makes the plain more interesting. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Picture a World Without GenocideSTAND / Genocide Intervention Network PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • It’s about them, not you PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Tell people what you’re doing(with their money) PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • “Share” the love Facebook: Tag other pages or people, in updates Twitter: Retweeting Tumblr/Pinterest: Reposting PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Encourage those participating Image by Poverty Initiative, Flickr Creative Commons flickr.com/photos/povertyinitiative PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Become a trusted source PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Image by Welena Studios facebook.com/weleniastudios PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Promote similar groups (at a distance, if need be) PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Your Voice PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Social media is not a billboard. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Pictures get shared. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Fencesfor Fido PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Videos get shared even more PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Remember the “social” part of your content Instead of “Register now for our awards ceremony on Dec. 6 at the rec center” PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Behind the scenes “Picking up Sherry Smith,our keynote speaker. She’s one inspiringwoman!”Questions: “What do you want Sherry Smith toaddress in her keynote?”Personal and heartfelt: “Just wait until youhear about the winning organizations. So proudto be a part of this community!” PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Measure what you’re doing CREATING CHANGE 2011 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up facebook.com/rootwork
    • PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • The easy things to measure are the least importantNot important: friends, followersMore important: likes, shares, retweetsMost important: pepole speaking in their own voice,action-taking PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Share the measurements! Be sure to report back to your supporters what’s working, results of campaigns, etc. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
    • Stay in touch! ivan@rootwork.org @rootwork on Twitter www.rootwork.org PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb