Ben Rigby, Co-Executive Director MobileVoter.org Jacob Colker, Grassroots Field Consultant

What is Web 2.0?

A Phenomenon Tectonic shifts in economy, society, and technology, recognized by everyone.

The Potential Supplement existing tactics Create categorically new ways to recruit, engage, mobilize, and empower young people Change the world

Supplement existing tactics

Create categorically new ways to recruit, engage, mobilize, and empower young people

Change the world

Tendencies Jump In Blind (do everything) Do Nothing Do It 1.0

Know your tools Know your people

Blogs Social Networking & Lots of Examples Web Photo & Video Wikis Maps Virtual Worlds Games Mobile Phones Talk Overview

Blogs

Social Networking & Lots of Examples

Web Photo & Video

Wikis

Maps

Virtual Worlds

Games

Mobile Phones

Blogs Tell your story Offer participation in a community Report alternative news Harness super supporters Create a sounding board Frame & promote your story

Tell your story

Offer participation in a community

Report alternative news

Harness super supporters

Create a sounding board

Frame & promote your story

Blogs Reporting Alternative News

Social Networks Recruit supporters Promote your story Raise money Build a new network to engage an existing community

Recruit supporters

Promote your story

Raise money

Build a new network to engage an existing community

Social Networks Targeting: Alexa data Demographics of people that use a particular site (market segments) Keyword searches in the network / Adwords Statistics / Insights

Targeting:

Alexa data

Demographics of people that use a particular site (market segments)

Keyword searches in the network / Adwords

Statistics / Insights

Social Networks Evaluating: Embed custom links to gain metrics Ease of communicating with friends Ability to “brand” the page Demographics of people that use a particular site

Evaluating:

Embed custom links to gain metrics

Ease of communicating with friends

Ability to “brand” the page

Demographics of people that use a particular site

Social Networks Viral: Not guaranteed, steps you can take to maximize potential. Links in every email Links on website Engaging conversations and comment posts

Viral: Not guaranteed, steps you can

take to maximize potential.

Links in every email

Links on website

Engaging conversations and comment posts

Social Networks

Social Networks http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=293503589 Recruiting Supporters

TARGETING & MARKET SEGMENTATION _____________________ Niche Networks

TARGETING & MARKET SEGMENTATION _____________________ Country & Region

TARGETING & MARKET SEGMENTATION _____________________ Use whatever data you can find, and approaching it from an academic research perspective.

ABILITY TO “BRAND”

ABILITY TO COMMUNICATE WITH FRIENDS

PROBLEM: LOSS OF CONTROL

Web Photo & Video Scrutinize opponents Respond to news Report news Energize & focus supporters Mobilize supporters Have a conversation

Scrutinize opponents

Respond to news

Report news

Energize & focus supporters

Mobilize supporters

Have a conversation

Web Photo & Video http://www.youtube.com/watch?v=Rww0P0Uae5E BAD !

Web Photo & Video http://www.communitycounts.us/townhall/miller/ GOOD !

Wikis Capture enthusiasm Create a community resource Conduct advocacy Extend organizational capabilities Enhance an existing service

Capture enthusiasm

Create a community resource

Conduct advocacy

Extend organizational capabilities

Enhance an existing service

Wikis AbbotsGreed.com

Maps Direct to community services Visualize hard-to-decipher data Tell your story Recruit supporters Focus collective action Connect people

Direct to community services

Visualize hard-to-decipher data

Tell your story

Recruit supporters

Focus collective action

Connect people

Maps connecting communities

Virtual Worlds Outreach & giveaways Earn media recognition… Connect offline groups Organize meetups Sell virtual objects Pledge drives Educate experientially

Outreach & giveaways

Earn media recognition…

Connect offline groups

Organize meetups

Sell virtual objects

Pledge drives

Educate experientially

Virtual Worlds Meetup at Nonprofit Commons

Games Alternate Reality Games Casual games Games that generate data Game mechanics everywhere

Alternate Reality Games

Casual games

Games that generate data

Game mechanics everywhere

Games Generating valuable datasets

Mobile Phones Recruit supporters Conduct petitions Conduct on-demand advocacy Coordinate protesters Mobilize Fundraise Do citizen journalism On-demand volunteerism

Recruit supporters

Conduct petitions

Conduct on-demand advocacy

Coordinate protesters

Mobilize

Fundraise

Do citizen journalism

On-demand volunteerism

Mobile Phones Mobilizing Supporters

Mobile Phones On-demand Volunteerism

Trends Leading to Success Understand how young people use their technologies Dedicate resources Focus on people vs. technology Embrace the Web 2.0 ethos

Understand how young people use their technologies

Dedicate resources

Focus on people vs. technology

Embrace the Web 2.0 ethos