Welcome.
Road	  map	  •  Digital	  strategy	  •  Engagement	  and	  campaign	  tac2cs	  •  Data	  and	  itera2ve	  campaigns	  
How do we WIN bigger?
Everyone’s a campaigner
NGO-LED! PEOPLE-LED!Networks allow people to increasingly leadefforts for change. Change-making is shifting from
Why does this matter for campaigning?more empoweredsupporters bigger winsmore moneyretention
•  Real	  work,	  real	  impact	  •  Story	  •  Data	  •  Itera2ve	  
Real	  work,	  real	  impact	  	  People powered campaigns can onlysucceed with strategic contributions byindividuals, act...
100,000	  people	  
Mobilise	  people	  to	  pressure	  directly	  on	  consumer	  brands/buyers	  of	  XXXX	  to	  cancel	  contracts	  with	...
Story	  Our supporters are the heroes of our campaigns,embarking on journeys to truly impact issues overtime.We play a str...
winning	  the	  story	  wars	  .com	  
It’s time to stop telling storiesand start inspiring stories.
5 levels of engagement
Online: observers and followers"!Channels: websites, socialmedia, online news…"may be on email list, but inactive"Followin...
Online: endorsing Greenpeace"!Channels: websites, socialmedia, email, mobile"Action: sharing with friends,taking simple on...
Online: contributing!Channels: email, social media,mobiles"Action: regular online action,contributing their creativetalent...
Online: owning!Channels: email, social media,mobiles, blogs, forums"Action: the line betweenonline and offline begins toblu...
Targeted	  “superac2vists”	  People	  whohad	  done	  3	  or	  more	  online	  ac2ons	  -­‐	  emailed	  3755	  	  •  About...
44	  
Online: leading!Channels: email, social media,mobiles, meetings, coaching –indistinguishable from offlineprogramme"Action: ...
Trained NVDA volunteers in theUK led efforts to turn offemergency fuel switches andtake the handles with them,effectively ...
observing & following"endorsing"contributring"owning"leading"
Monitoring and analyzingonline conversation"to seize opportunities,adapt campaigns inrealtime and damage"limitation"
Data	  We use all available data to make ourcampaigns smarter and to build betterrelationships with supporters, activists,...
62	  Inside the Secret World of the DataCrunchers Who Helped Obama WinOptimizing supporter anddonor engagement"
What	  works:	  Message	  is	  clear,	  simple,	  and	  something	  everyone	  can	  understand.	  Illustra2on	  is	  preX...
What	  works	  Problem,	  outraged	  are	  easily	  conveyed.	  Solu2on	  was	  in	  the	  cap2on	  for	  this	  one,	  li...
What	  works:	  Cute	  and	  funny.	  
What	  works:	  Good	  news:	  The	  aXached	  cap2on	  related	  to	  a	  record	  in	  solar	  energy	  in	  Germany.	  
What	  works:	  Local	  content.	  
What	  works:	  Cheese	  and	  	  inspira2onal	  quotes.	  
What	  works:	  Outrage	  and	  solu2ons.	  
Itera9ve	  We (aim) to run our campaigns at the speed ofthe internet -- responsive to real world eventsas they occur, and ...
•  Work fast•  Minimize waste•  Expose ideas to realpeople early and often•  Test hypothesis•  Iterate in response tofeedb...
You can only change theconversationif you’re part of it.
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
Social Mobilization webinar slides
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Social Mobilization webinar slides

  1. 1. Welcome.
  2. 2. Road  map  •  Digital  strategy  •  Engagement  and  campaign  tac2cs  •  Data  and  itera2ve  campaigns  
  3. 3. How do we WIN bigger?
  4. 4. Everyone’s a campaigner
  5. 5. NGO-LED! PEOPLE-LED!Networks allow people to increasingly leadefforts for change. Change-making is shifting from
  6. 6. Why does this matter for campaigning?more empoweredsupporters bigger winsmore moneyretention
  7. 7. •  Real  work,  real  impact  •  Story  •  Data  •  Itera2ve  
  8. 8. Real  work,  real  impact    People powered campaigns can onlysucceed with strategic contributions byindividuals, activists, and volunteers --online and offline -- that shift the balanceof power in our favor.These campaigns would literally beimpossible to win with staff efforts alone.
  9. 9. 100,000  people  
  10. 10. Mobilise  people  to  pressure  directly  on  consumer  brands/buyers  of  XXXX  to  cancel  contracts  with  XXXXX    Engage  people  globally  to  create  consumer  demand  for  a  sustainable  supply  of  XXXX  across  XXXX  sectors    Build  base  of  supporters  in  XXXXX  through  consumer  work  that  can  be  translated  into  poli2cal  pressure  before/during/aEer  the  XXXXX  elec2on    Solidify  commitment  from  consumer  companies  that  already  have  policies  for  sustainable  sources  through  posi2ve  public  exposure  and  supporter  messages  of  encouragement    Create  100,000  leads  for  fundraising  and  generate  X%  conversion  rate  to  dona2ons  from  online  ac2on  par2cipants      
  11. 11. Story  Our supporters are the heroes of our campaigns,embarking on journeys to truly impact issues overtime.We play a strategic role in defining challenges andpresenting clear theories of change, but the storyof our campaigns is ultimately created and told byour supporters -- through the words, pictures,videos, and actions that they share with theirnetworks and the world to influence targets andgrow campaigns.
  12. 12. winning  the  story  wars  .com  
  13. 13. It’s time to stop telling storiesand start inspiring stories.
  14. 14. 5 levels of engagement
  15. 15. Online: observers and followers"!Channels: websites, socialmedia, online news…"may be on email list, but inactive"Following: rich orentertaining"content, their friends, thenews cycle"!
  16. 16. Online: endorsing Greenpeace"!Channels: websites, socialmedia, email, mobile"Action: sharing with friends,taking simple online action,publicly supportingGreenpeace on sites or withauthorties"!
  17. 17. Online: contributing!Channels: email, social media,mobiles"Action: regular online action,contributing their creativetalents, ideas and content onyour site and social media!
  18. 18. Online: owning!Channels: email, social media,mobiles, blogs, forums"Action: the line betweenonline and offline begins toblur – joining events, creatingcontent and being part of acommunity!
  19. 19. Targeted  “superac2vists”  People  whohad  done  3  or  more  online  ac2ons  -­‐  emailed  3755    •  About  500  completed  the  ask  plus  local  groups  •  773  supermarket  visits  logged  •  109  reports  •  New  products  found  •  New  stores  on  our  target  list            
  20. 20. 44  
  21. 21. Online: leading!Channels: email, social media,mobiles, meetings, coaching –indistinguishable from offlineprogramme"Action: supporters arecomfortable using online toolsfor organising andcampaigning on their own!
  22. 22. Trained NVDA volunteers in theUK led efforts to turn offemergency fuel switches andtake the handles with them,effectively closing BP stations. “I know some of our volunteerleaders better than I knowpeople working in the UKoffice.”– Richard Martin, GPUK
  23. 23. observing & following"endorsing"contributring"owning"leading"
  24. 24. Monitoring and analyzingonline conversation"to seize opportunities,adapt campaigns inrealtime and damage"limitation"
  25. 25. Data  We use all available data to make ourcampaigns smarter and to build betterrelationships with supporters, activists, andnew audiences.We analyse data in order to understand thebest points of entry and trends for an online/public dialogue, to engage with supportersbased on their complete histories andinfluence, to test our hypotheses, and toevaluate our performance.
  26. 26. 62  Inside the Secret World of the DataCrunchers Who Helped Obama WinOptimizing supporter anddonor engagement"
  27. 27. What  works:  Message  is  clear,  simple,  and  something  everyone  can  understand.  Illustra2on  is  preXy.  
  28. 28. What  works  Problem,  outraged  are  easily  conveyed.  Solu2on  was  in  the  cap2on  for  this  one,  linking  to  an  ac2on  page.  
  29. 29. What  works:  Cute  and  funny.  
  30. 30. What  works:  Good  news:  The  aXached  cap2on  related  to  a  record  in  solar  energy  in  Germany.  
  31. 31. What  works:  Local  content.  
  32. 32. What  works:  Cheese  and    inspira2onal  quotes.  
  33. 33. What  works:  Outrage  and  solu2ons.  
  34. 34. Itera9ve  We (aim) to run our campaigns at the speed ofthe internet -- responsive to real world eventsas they occur, and adapting to changing timesto meet people where they’re at.To do this, we embrace nimble, lightweight,and low-friction structures and processes toenable talented staff to seize opportunities asthey arise (and more quickly than our targets),supported by responsive, accountablemanagement.
  35. 35. •  Work fast•  Minimize waste•  Expose ideas to realpeople early and often•  Test hypothesis•  Iterate in response tofeedback•  Scale successes
  36. 36. You can only change theconversationif you’re part of it.
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