Digital                     Advocacy          Mobilizing Your Audience in                          a Connected World#winte...
A bit about me…#wintersummit2012             @shaw_tim
A bit about me…#wintersummit2012             @shaw_tim
Take out your phones               And tweet away!#wintersummit2012                 @shaw_tim
Today we’ll talk about               Digital Advocacy#wintersummit2012                  @shaw_tim
Technology changes#wintersummit2012        @shaw_tim
Technology changes                    #egypt#wintersummit2012             @shaw_tim
Technology changes                    #syria#wintersummit2012             @shaw_tim
Technology changes                    #occupy#wintersummit2012              @shaw_tim
The revolution is     being tweeted.#wintersummit2012     @shaw_tim
People adapt#wintersummit2012                  @shaw_tim
People adapt       They find the technology"        that suits their need…#wintersummit2012                  @shaw_tim
People adapt               …or they modify "               the technology"                      #wintersummit2012         ...
Organizations adapt#wintersummit2012          @shaw_tim
#wintersummit2012   @shaw_tim
The new grassroots#wintersummit2012         @shaw_tim
And closer to home#wintersummit2012         @shaw_tim
Technology      The platform for creating             answers…#wintersummit2012                @shaw_tim
Technology     …but not the answer itself.#wintersummit2012                @shaw_tim
A powerful thing…          So how do you use it?#wintersummit2012              @shaw_tim
What is digital advocacy?                    Focused#wintersummit2012              @shaw_tim
What is digital advocacy?                    Informing#wintersummit2012                @shaw_tim
What is digital advocacy?           Community building#wintersummit2012                @shaw_tim
Why use social media?#wintersummit2012        @shaw_tim
Why use social media?              #1 online activity#wintersummit2012                   @shaw_tim
Ogilvy	  PR	  Worldwide	  &	  Centre	  for	  Social	  Impact	  Communica<ons	     #wintersummit2012                       ...
Why use social media?                    Communities#wintersummit2012                  @shaw_tim
Why use social media?                    Trust#wintersummit2012            @shaw_tim
Why use social media?                    Immediacy #wintersummit2012                  @shaw_tim
The slacktivist                       #wintersummit2012                 @shaw_tim
The slacktivist            They’re not all bad.#wintersummit2012                   @shaw_tim
The slacktivist               More supportive                than they seem#wintersummit2012                  @shaw_tim
It actually makes sense Different levels of engagement#wintersummit2012          @shaw_tim
Levels of participation          1. What’s a face book?#wintersummit2012               @shaw_tim
Levels of participation                    2. Spectator#wintersummit2012                   @shaw_tim
Levels of participation                    3. Joiner#wintersummit2012                @shaw_tim
Levels of participation                    4. Collector#wintersummit2012                   @shaw_tim
Levels of participation                    5. Critic#wintersummit2012                @shaw_tim
Levels of participation                    6. Creator#wintersummit2012                 @shaw_tim
Levels of participation                The slacktivist?#wintersummit2012                   @shaw_tim
Levels of participation               Where do we fit?#wintersummit2012                 @shaw_tim
The slacktivist                Isn’t only online#wintersummit2012                    @shaw_tim
Inform | Involve | Inspire#wintersummit2012       @shaw_tim
Inform | Involve | Inspire#wintersummit2012       @shaw_tim
Set the right goals#wintersummit2012                @shaw_tim
Know why    you’re here	       Really know.#wintersummit2012     @shaw_tim
Find your audience#wintersummit2012          @shaw_tim
Know who               You need to reach          Find your audience#wintersummit2012          @shaw_tim
What’s happening                          Right now?#wintersummit2012              @shaw_tim
Now, listen carefully#wintersummit2012            @shaw_tim
h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg	    #wintersummit2012                                        ...
Now, listen carefully                    For…#wintersummit2012            @shaw_tim
Now, listen carefully                    To people…#wintersummit2012                 @shaw_tim
Plan your attack                Well, really just"                 have a plan…#wintersummit2012                    @shaw_...
How do you want to engage?#wintersummit2012          @shaw_tim
Establish your voice#wintersummit2012           @shaw_tim
Establish your character#wintersummit2012        @shaw_tim
Establish your tone#wintersummit2012           @shaw_tim
Establish your language#wintersummit2012       @shaw_tim
Establish your purpose#wintersummit2012       @shaw_tim
Build the infrastructure#wintersummit2012         @shaw_tim
Inform | Involve | Inspire                    2.0#wintersummit2012          @shaw_tim
h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/	         What is your message#wintersummit2012 ...
How do you participate#wintersummit2012       @shaw_tim
Inform | Involve | Inspire#wintersummit2012       @shaw_tim
The story            Be a person like me#wintersummit2012                  @shaw_tim
Tell great stories#wintersummit2012                 @shaw_tim
I had to know "      and understand my own      story before I could listen"        and help other people "              w...
There’s always more to the story#wintersummit2012              @shaw_tim
Make it meaningful#wintersummit2012              @shaw_tim
Make it believable#wintersummit2012               @shaw_tim
Inspire change                    No big deal.#wintersummit2012                   @shaw_tim
Keep your audience       On the edge of their seats#wintersummit2012              @shaw_tim
Everyone is doing it                Sharing, that is#wintersummit2012                   @shaw_tim
Don’t fall into silos#wintersummit2012                  @shaw_tim
Make the ask#wintersummit2012                  @shaw_tim
Ask for something                    And be specific#wintersummit2012                     @shaw_tim
Make it simple#wintersummit2012               @shaw_tim
Know where to go#wintersummit2012             @shaw_tim
Pay attention. Be flexible.#wintersummit2012         @shaw_tim
Pay attention. Be flexible.                    Monitor#wintersummit2012              @shaw_tim
Pay attention. Be flexible.                    Evaluate#wintersummit2012               @shaw_tim
Pay attention. Be flexible.                    Assess#wintersummit2012             @shaw_tim
Pay attention. Be flexible.                    Adapt#wintersummit2012            @shaw_tim
See, it’s simple                    Right#wintersummit2012                 @shaw_tim
A few more rules#wintersummit2012              @shaw_tim
Be honest#wintersummit2012               @shaw_tim
Be transparent#wintersummit2012              @shaw_tim
Be generous#wintersummit2012                 @shaw_tim
Share#wintersummit2012           @shaw_tim
Be supportive#wintersummit2012              @shaw_tim
Be responsive#wintersummit2012              @shaw_tim
Be collaborative#wintersummit2012               @shaw_tim
Listen!#wintersummit2012             @shaw_tim
Provide value#wintersummit2012               @shaw_tim
Advocate. Don’t lobby.#wintersummit2012          @shaw_tim
Invest time#wintersummit2012                 @shaw_tim
Give a damn.#wintersummit2012                  @shaw_tim
Different forms             Of digital advocacy#wintersummit2012                   @shaw_tim
Creating a home base                Using blogs to "              inform & mobilize "                  members#wintersummi...
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
Directed them to resources#wintersummit2012        @shaw_tim
Educated & Encouraged#wintersummit2012        @shaw_tim
We also went low tech#wintersummit2012            @shaw_tim
And it worked#wintersummit2012                   @shaw_tim
Another example#wintersummit2012               @shaw_tim
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
How the heck?#wintersummit2012               @shaw_tim
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
Constant storytelling#wintersummit2012                 @shaw_tim
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
#wintersummit2012   @shaw_tim
And they are active IRL#wintersummit2012            @shaw_tim
Why did you show us this#wintersummit2012          @shaw_tim
They’re a great case study#wintersummit2012         @shaw_tim
They know                    Their audience#wintersummit2012                     @shaw_tim
They know                    Their objective#wintersummit2012                      @shaw_tim
They know                How to be social#wintersummit2012                   @shaw_tim
They know               How to make "             participation easy#wintersummit2012                  @shaw_tim
Wow…That’s about it                Any questions?#wintersummit2012                 @shaw_tim
Thanks!                           Tim Shaw                         tim@amplifi.ca                         416-738-0395     ...
Digital Advocacy: Mobilizing your audience in a connected world
Digital Advocacy: Mobilizing your audience in a connected world
Digital Advocacy: Mobilizing your audience in a connected world
Digital Advocacy: Mobilizing your audience in a connected world
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What is digital advocacy and how do you use it to mobilize advocates and activists. Presented at the Canadian Society of Association Executives Trillium Chapter Winter Summit in January 2012.

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Digital Advocacy: Mobilizing your audience in a connected world

  1. 1. Digital Advocacy Mobilizing Your Audience in a Connected World#wintersummit2012 @shaw_tim
  2. 2. A bit about me…#wintersummit2012 @shaw_tim
  3. 3. A bit about me…#wintersummit2012 @shaw_tim
  4. 4. Take out your phones And tweet away!#wintersummit2012 @shaw_tim
  5. 5. Today we’ll talk about Digital Advocacy#wintersummit2012 @shaw_tim
  6. 6. Technology changes#wintersummit2012 @shaw_tim
  7. 7. Technology changes #egypt#wintersummit2012 @shaw_tim
  8. 8. Technology changes #syria#wintersummit2012 @shaw_tim
  9. 9. Technology changes #occupy#wintersummit2012 @shaw_tim
  10. 10. The revolution is being tweeted.#wintersummit2012 @shaw_tim
  11. 11. People adapt#wintersummit2012 @shaw_tim
  12. 12. People adapt They find the technology" that suits their need…#wintersummit2012 @shaw_tim
  13. 13. People adapt …or they modify " the technology" #wintersummit2012 @shaw_tim
  14. 14. Organizations adapt#wintersummit2012 @shaw_tim
  15. 15. #wintersummit2012 @shaw_tim
  16. 16. The new grassroots#wintersummit2012 @shaw_tim
  17. 17. And closer to home#wintersummit2012 @shaw_tim
  18. 18. Technology The platform for creating answers…#wintersummit2012 @shaw_tim
  19. 19. Technology …but not the answer itself.#wintersummit2012 @shaw_tim
  20. 20. A powerful thing… So how do you use it?#wintersummit2012 @shaw_tim
  21. 21. What is digital advocacy? Focused#wintersummit2012 @shaw_tim
  22. 22. What is digital advocacy? Informing#wintersummit2012 @shaw_tim
  23. 23. What is digital advocacy? Community building#wintersummit2012 @shaw_tim
  24. 24. Why use social media?#wintersummit2012 @shaw_tim
  25. 25. Why use social media? #1 online activity#wintersummit2012 @shaw_tim
  26. 26. Ogilvy  PR  Worldwide  &  Centre  for  Social  Impact  Communica<ons   #wintersummit2012 @shaw_tim
  27. 27. Why use social media? Communities#wintersummit2012 @shaw_tim
  28. 28. Why use social media? Trust#wintersummit2012 @shaw_tim
  29. 29. Why use social media? Immediacy #wintersummit2012 @shaw_tim
  30. 30. The slacktivist #wintersummit2012 @shaw_tim
  31. 31. The slacktivist They’re not all bad.#wintersummit2012 @shaw_tim
  32. 32. The slacktivist More supportive than they seem#wintersummit2012 @shaw_tim
  33. 33. It actually makes sense Different levels of engagement#wintersummit2012 @shaw_tim
  34. 34. Levels of participation 1. What’s a face book?#wintersummit2012 @shaw_tim
  35. 35. Levels of participation 2. Spectator#wintersummit2012 @shaw_tim
  36. 36. Levels of participation 3. Joiner#wintersummit2012 @shaw_tim
  37. 37. Levels of participation 4. Collector#wintersummit2012 @shaw_tim
  38. 38. Levels of participation 5. Critic#wintersummit2012 @shaw_tim
  39. 39. Levels of participation 6. Creator#wintersummit2012 @shaw_tim
  40. 40. Levels of participation The slacktivist?#wintersummit2012 @shaw_tim
  41. 41. Levels of participation Where do we fit?#wintersummit2012 @shaw_tim
  42. 42. The slacktivist Isn’t only online#wintersummit2012 @shaw_tim
  43. 43. Inform | Involve | Inspire#wintersummit2012 @shaw_tim
  44. 44. Inform | Involve | Inspire#wintersummit2012 @shaw_tim
  45. 45. Set the right goals#wintersummit2012 @shaw_tim
  46. 46. Know why you’re here   Really know.#wintersummit2012 @shaw_tim
  47. 47. Find your audience#wintersummit2012 @shaw_tim
  48. 48. Know who You need to reach Find your audience#wintersummit2012 @shaw_tim
  49. 49. What’s happening Right now?#wintersummit2012 @shaw_tim
  50. 50. Now, listen carefully#wintersummit2012 @shaw_tim
  51. 51. h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg   #wintersummit2012 @shaw_tim
  52. 52. Now, listen carefully For…#wintersummit2012 @shaw_tim
  53. 53. Now, listen carefully To people…#wintersummit2012 @shaw_tim
  54. 54. Plan your attack Well, really just" have a plan…#wintersummit2012 @shaw_tim
  55. 55. How do you want to engage?#wintersummit2012 @shaw_tim
  56. 56. Establish your voice#wintersummit2012 @shaw_tim
  57. 57. Establish your character#wintersummit2012 @shaw_tim
  58. 58. Establish your tone#wintersummit2012 @shaw_tim
  59. 59. Establish your language#wintersummit2012 @shaw_tim
  60. 60. Establish your purpose#wintersummit2012 @shaw_tim
  61. 61. Build the infrastructure#wintersummit2012 @shaw_tim
  62. 62. Inform | Involve | Inspire 2.0#wintersummit2012 @shaw_tim
  63. 63. h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/   What is your message#wintersummit2012 @shaw_tim
  64. 64. How do you participate#wintersummit2012 @shaw_tim
  65. 65. Inform | Involve | Inspire#wintersummit2012 @shaw_tim
  66. 66. The story Be a person like me#wintersummit2012 @shaw_tim
  67. 67. Tell great stories#wintersummit2012 @shaw_tim
  68. 68. I had to know " and understand my own story before I could listen" and help other people " with theirs. – Barack Obama  #wintersummit2012 @shaw_tim
  69. 69. There’s always more to the story#wintersummit2012 @shaw_tim
  70. 70. Make it meaningful#wintersummit2012 @shaw_tim
  71. 71. Make it believable#wintersummit2012 @shaw_tim
  72. 72. Inspire change No big deal.#wintersummit2012 @shaw_tim
  73. 73. Keep your audience On the edge of their seats#wintersummit2012 @shaw_tim
  74. 74. Everyone is doing it Sharing, that is#wintersummit2012 @shaw_tim
  75. 75. Don’t fall into silos#wintersummit2012 @shaw_tim
  76. 76. Make the ask#wintersummit2012 @shaw_tim
  77. 77. Ask for something And be specific#wintersummit2012 @shaw_tim
  78. 78. Make it simple#wintersummit2012 @shaw_tim
  79. 79. Know where to go#wintersummit2012 @shaw_tim
  80. 80. Pay attention. Be flexible.#wintersummit2012 @shaw_tim
  81. 81. Pay attention. Be flexible. Monitor#wintersummit2012 @shaw_tim
  82. 82. Pay attention. Be flexible. Evaluate#wintersummit2012 @shaw_tim
  83. 83. Pay attention. Be flexible. Assess#wintersummit2012 @shaw_tim
  84. 84. Pay attention. Be flexible. Adapt#wintersummit2012 @shaw_tim
  85. 85. See, it’s simple Right#wintersummit2012 @shaw_tim
  86. 86. A few more rules#wintersummit2012 @shaw_tim
  87. 87. Be honest#wintersummit2012 @shaw_tim
  88. 88. Be transparent#wintersummit2012 @shaw_tim
  89. 89. Be generous#wintersummit2012 @shaw_tim
  90. 90. Share#wintersummit2012 @shaw_tim
  91. 91. Be supportive#wintersummit2012 @shaw_tim
  92. 92. Be responsive#wintersummit2012 @shaw_tim
  93. 93. Be collaborative#wintersummit2012 @shaw_tim
  94. 94. Listen!#wintersummit2012 @shaw_tim
  95. 95. Provide value#wintersummit2012 @shaw_tim
  96. 96. Advocate. Don’t lobby.#wintersummit2012 @shaw_tim
  97. 97. Invest time#wintersummit2012 @shaw_tim
  98. 98. Give a damn.#wintersummit2012 @shaw_tim
  99. 99. Different forms Of digital advocacy#wintersummit2012 @shaw_tim
  100. 100. Creating a home base Using blogs to " inform & mobilize " members#wintersummit2012 @shaw_tim
  101. 101. #wintersummit2012 @shaw_tim
  102. 102. #wintersummit2012 @shaw_tim
  103. 103. Directed them to resources#wintersummit2012 @shaw_tim
  104. 104. Educated & Encouraged#wintersummit2012 @shaw_tim
  105. 105. We also went low tech#wintersummit2012 @shaw_tim
  106. 106. And it worked#wintersummit2012 @shaw_tim
  107. 107. Another example#wintersummit2012 @shaw_tim
  108. 108. #wintersummit2012 @shaw_tim
  109. 109. #wintersummit2012 @shaw_tim
  110. 110. How the heck?#wintersummit2012 @shaw_tim
  111. 111. #wintersummit2012 @shaw_tim
  112. 112. #wintersummit2012 @shaw_tim
  113. 113. #wintersummit2012 @shaw_tim
  114. 114. #wintersummit2012 @shaw_tim
  115. 115. Constant storytelling#wintersummit2012 @shaw_tim
  116. 116. #wintersummit2012 @shaw_tim
  117. 117. #wintersummit2012 @shaw_tim
  118. 118. #wintersummit2012 @shaw_tim
  119. 119. And they are active IRL#wintersummit2012 @shaw_tim
  120. 120. Why did you show us this#wintersummit2012 @shaw_tim
  121. 121. They’re a great case study#wintersummit2012 @shaw_tim
  122. 122. They know Their audience#wintersummit2012 @shaw_tim
  123. 123. They know Their objective#wintersummit2012 @shaw_tim
  124. 124. They know How to be social#wintersummit2012 @shaw_tim
  125. 125. They know How to make " participation easy#wintersummit2012 @shaw_tim
  126. 126. Wow…That’s about it Any questions?#wintersummit2012 @shaw_tim
  127. 127. Thanks! Tim Shaw tim@amplifi.ca 416-738-0395 @shaw_tim Linkedin.com/in/tmshaw www.amplifi.ca#wintersummit2012 @shaw_tim
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