Guerilla Campgains I Insurgent Basic (Ujafed)


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The basics of community building and campaign launching.

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  • How do we combine our story and our knowledge of basic tools in order to effectively fundraise online. First, let’s talk about what we really mean when we say fundraise online.
  • Guerilla Campgains I Insurgent Basic (Ujafed)

    1. 1. Guerilla Web 1 Guerilla Campaigns I: Insurgent Basics Aharon Horwitz PresenTense Group Wiener Educational Seminars UJA Federation New York
    2. 2. Axiom: The Web Has Power <ul><li>Obama and McCain </li></ul><ul><li>Nefesh B’nefesh </li></ul><ul><li>“ Gold” Challenge </li></ul><ul><li>JNF </li></ul>How does your organization extract value from the web?
    3. 3. People Invest in Value <ul><li>Community builds you </li></ul><ul><ul><li>Pool: Weak ties </li></ul></ul><ul><ul><li>Hub: Strong but temporary </li></ul></ul><ul><ul><li>Network: Strong </li></ul></ul><ul><li>Organizing Framework v. Organization </li></ul><ul><li>Digital tools provide for “elegant organization” </li></ul>
    4. 4. Principles Principles for Finding Your Community <ul><ul><ul><li> Build network by giving and gathering--emails, friends, lists </li></ul></ul></ul><ul><ul><ul><li>Be Transparent and Authentic </li></ul></ul></ul><ul><ul><ul><li>Ignore fences in building alliances </li></ul></ul></ul><ul><ul><ul><li> Broadcast your mission constantly: wherever possible use pictures and video </li></ul></ul></ul><ul><ul><ul><li>Build opportunities for involvement and leveraging networks </li></ul></ul></ul><ul><ul><ul><ul><li>Viral Parties </li></ul></ul></ul></ul><ul><ul><ul><li>Engage through competition </li></ul></ul></ul><ul><ul><ul><li>Market to your EMPLOYEES </li></ul></ul></ul>
    5. 5. Obama Community Building Principles <ul><li>Mission we can believe in/Quest we can be in </li></ul><ul><li>Access points for interaction in all sorts of YOU specific ways </li></ul><ul><li>All the angles: Pool, Hub, Network </li></ul><ul><li>Tools to the people: others propel message, content, and activism </li></ul><ul><li>Community organizing testing and evaluation </li></ul><ul><li>Funding and mission oriented programs are the same </li></ul>
    6. 6. Obama Community Building Obama Case Study: Tools to the People
    7. 7. Obama Email Analysis
    8. 8. Obama Email Analysis
    9. 9. Obama Email Analysis
    10. 10. Social Networks <ul><li>“ Social Network” is a way of referring to people and the connections between them. </li></ul><ul><li>Looked at from outside, people form a network – a densely interconnected graph. </li></ul>
    11. 11. The Difference is the Speed <ul><li>Social networks are nothing new – what's new is how easy it is for a message to travel along them. </li></ul><ul><li>The speed of message transmission along the social network is dropping with each new technology – Spoken language, Printing press, phone, email, cell phone, Instant message, SMS, etc. </li></ul><ul><li>The speed of invention of new technology is itself increasing - we can expect nearly frictionless communication. </li></ul><ul><li>This makes good ideas really contagious. </li></ul>
    12. 12. Going Viral <ul><li>The goal of any Internet advertising campaign or product is to “Go Viral” - to catch on in such a way that the number of people it reaches grows exponentially. </li></ul>
    13. 13. Going Viral : The Core Ingredient <ul><li>Provide Value </li></ul><ul><li>I will only put my name and network on the line if I believe the people I send your message to will value it. </li></ul><ul><li>Massive reach depends on value and trust . </li></ul>
    14. 14. Going Viral : The Technical Aspects <ul><li>Make it easy for someone to pass the message on. </li></ul><ul><li>Make it easy for the recipient to perceive the value of the message. Grease the wheels. </li></ul><ul><li>Provide every way possible for a person to </li></ul><ul><ul><li>put it on their webpage, </li></ul></ul><ul><ul><li>integrate it into their existing networks </li></ul></ul><ul><ul><li>send it through email. </li></ul></ul><ul><li>If users generate content, make sure the path from viewing content of others to creating content of their own is as easy as possible. </li></ul>
    15. 15. Closing the Loop : An Exercise <ul><li>A large Jewish organization focused on building leadership designed a web application that lets users create their own map of the Jewish world – arranging mug shots of major players on a set of concentric circles, showing who they feel the important players are. </li></ul><ul><li>The way they set it up, a user goes to a website to 'play'. If they want to recommend it to a friend, they can send the friend a link to that website. </li></ul><ul><li>Why did they do this? How could they have done it better? </li></ul>
    16. 16. Word of Mouth Automatic <ul><li>Word of mouth has always been the most effective marketing channel. </li></ul><ul><li>Why? Trust. </li></ul><ul><li>Social networks show you what the people you trust are doing, what they support, and who they trust. </li></ul><ul><li>Word of mouth – automatic and authentic. </li></ul>
    17. 17. Word of Mouth Automatic: Example <ul><li>PresenTense creates an open event on Facebook for their Thursday night panel discussion. </li></ul><ul><li>Ariel, Aharon, and Eliezer all invite a few hundred of their closest friends. </li></ul><ul><li>People who are attending RSVP in the positive. </li></ul><ul><li>Both people who were invited and people who were not explicitly invited are informed of the event if more than a couple of their friends RSVP that they are coming. </li></ul>