0
Using social media      for nonprofit campaigns,         activist organizing           & social change                    ...
Who is this guy?                           PDXTech4Good — March 2013          Rootwork.org                                ...
• Drupal front-end development (freelance)• social media consulting for nonprofits &  community groups• tech & social chang...
Where do we start?                           PDXTech4Good — March 2013          Rootwork.org                              ...
Strategy!                           PDXTech4Good — March 2013          Rootwork.org                                       ...
Online and offline feed each other                            PDXTech4Good — March 2013          Rootwork.org             ...
PDXTech4Good — March 2013          Rootwork.org                                                          twitter.com/rootw...
Establish                                         strategic                                         goals                 ...
Low barrier to entry                           PDXTech4Good — March 2013          Rootwork.org                            ...
NO BUSY WORK!                           PDXTech4Good — March 2013          Rootwork.org                                   ...
Be clear about your theory of change                                                  Image by Ian Barbour, Flickr Creativ...
“line of sight”How taking this action gets us closer to our   long-term goals                           PDXTech4Good — Mar...
Online Organizing                           PDXTech4Good — March 2013          Rootwork.org                               ...
Find your people and       go where they are                           PDXTech4Good — March 2013          Rootwork.org    ...
They might NOT be where YOU are                           PDXTech4Good — March 2013          Rootwork.org                 ...
Social divisions don’t disappear online“ Middle/upper class, college-bound teens…  are all on or switching to Facebook.  M...
Engage your supporters                           PDXTech4Good — March 2013          Rootwork.org                          ...
Mobilizing                           “Join us at our event.”                           PDXTech4Good — March 2013          ...
Organizing“Become a part of a movement.”                            PDXTech4Good — March 2013          Rootwork.org       ...
Network mapping• decision makers (who has control?)• influencers (who has their ear?)• partners (who’s working on this alre...
Organize for a movement    (it’s long-term)                       Image by Vtveen, Flickr Creative Commons                ...
Cultivating Leaders                           PDXTech4Good — March 2013          Rootwork.org                             ...
local leader                                                       action leader                                          ...
find the  network connectorsamong your supporters                           PDXTech4Good — March 2013          Rootwork.or...
Don’t just connect people to youConnect people to each other                            PDXTech4Good — March 2013         ...
People self-organizing?silence on mainstream blogs...500 Facebook groups1,600 YouTube videos                              ...
Add strategy                           PDXTech4Good — March 2013          Rootwork.org                                    ...
Social media tactics                           PDXTech4Good — March 2013          Rootwork.org                            ...
Amplify voices  Every organization and group has stories.                    Storytelling is human.Storytelling makes the ...
Picture a World Without GenocideSTAND / Genocide Intervention Network                           PDXTech4Good — March 2013 ...
It’s about them, not you                           PDXTech4Good — March 2013          Rootwork.org                        ...
Tell people what   you’re doing(with their money)                             PDXTech4Good — March 2013          Rootwork....
“Share” the love        Facebook: Tag other pages or        people, in updates        Twitter: Retweeting        Tumblr/Pi...
Encourage those             participating                                                  Image by Poverty Initiative, Fl...
Become a trusted source                           PDXTech4Good — March 2013          Rootwork.org                         ...
Image by Welena Studios                                                  facebook.com/weleniastudios                      ...
Promote                               similar groups                                    (at a distance, if                ...
Your Voice                           PDXTech4Good — March 2013          Rootwork.org                                      ...
Social media is not a         billboard.                           PDXTech4Good — March 2013          Rootwork.org        ...
Pictures                                            get shared.                            PDXTech4Good — March 2013      ...
Fencesfor Fido                             PDXTech4Good — March 2013          Rootwork.org                                ...
Videos get shared even more                           PDXTech4Good — March 2013          Rootwork.org                     ...
Remember the “social” part of your content Instead of “Register now for our awards  ceremony on Dec. 6 at the rec center” ...
Behind the scenes “Picking up Sherry Smith,our keynote speaker. She’s one inspiringwoman!”Questions: “What do you want She...
Measure         what you’re doing                              CREATING CHANGE 2011         Rootwork.org                  ...
PDXTech4Good — March 2013          Rootwork.org                                                          twitter.com/rootw...
The easy things to measure   are the least importantNot important: friends, followersMore important: likes, shares, retwee...
Share the             measurements! Be sure to report back to your supporters what’s working, results of campaigns, etc.  ...
Stay in touch!                   ivan@rootwork.org                  @rootwork on Twitter                   www.rootwork.or...
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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 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

---

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

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

  1. 1. 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
  2. 2. Who is this guy? PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  3. 3. • 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
  4. 4. Where do we start? PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  5. 5. Strategy! PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  6. 6. 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
  7. 7. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  8. 8. 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
  9. 9. Low barrier to entry PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  10. 10. NO BUSY WORK! PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  11. 11. 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
  12. 12. “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
  13. 13. Online Organizing PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Engage your supporters PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. Organize for a movement (it’s long-term) Image by Vtveen, Flickr Creative Commons flickr.com/photos/vtveen/2737555893/
  22. 22. Cultivating Leaders PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Add strategy PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  28. 28. Social media tactics PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. “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
  34. 34. 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
  35. 35. Become a trusted source PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  36. 36. 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
  37. 37. 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
  38. 38. Your Voice PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  39. 39. 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
  40. 40. Pictures get shared. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  41. 41. Fencesfor Fido PDXTech4Good — March 2013 Rootwork.org twitter.com/rootwork Powering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. Measure what you’re doing CREATING CHANGE 2011 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up facebook.com/rootwork
  46. 46. PDXTech4Good — March 2013 Rootwork.org twitter.com/rootworkPowering grassroots networks from the bottom up slideshare.net/rootwork gplus.to/ivanb
  47. 47. 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
  48. 48. 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
  49. 49. 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
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