Online On Ground5.08

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  • Online On Ground5.08

    1. 1. ONLINE TO ON THE GROUND
    2. 7. Why? <ul><li>More, more, more! Scalability. </li></ul><ul><li>Metrics </li></ul><ul><li>Momentum/Movement Building </li></ul><ul><li>Identify and Cultivate New Leaders </li></ul><ul><li>Raise Organizational Profile </li></ul><ul><li>Engaged members are loyal/donate </li></ul>
    3. 8. <ul><li>Grassroots Pressure </li></ul>
    4. 9. <ul><li>Media/PR </li></ul>Need Pic
    5. 10. <ul><li>Creative Content </li></ul>
    6. 11. <ul><li>Fundraising </li></ul>
    7. 12. <ul><li>Research & Reconnaissance </li></ul>
    8. 13. How?
    9. 21. Materials: <ul><li>Web Copy </li></ul><ul><li>Auto-Confirm Emails </li></ul><ul><li>Toolkits </li></ul><ul><li>FAQ </li></ul><ul><li>Host Guide </li></ul><ul><li>Flyers or Hand Outs </li></ul><ul><li>Phonebanking Raps </li></ul>
    10. 22. Mommy Meetups & Stroller Marches Moms and Kids Making Calls for the Climate Project HotSeat House Parties
    11. 23. Follow Up! A lot!
    12. 24. Pitfalls <ul><li>Not giving yourself enough time </li></ul><ul><li>Not emailing enough </li></ul><ul><li>Too many asks - too complicated </li></ul><ul><li>Not adapting and learning on the way </li></ul><ul><li>Not testing your technology tools </li></ul><ul><li>Not having on-hand tech support </li></ul><ul><li>Fetishizing tactics </li></ul>
    13. 26. Using Online Social Networks
    14. 27. Edwards Campaign <ul><li>OSNs are a top referral to their campaign website </li></ul><ul><li>The highest referring sites to contribution </li></ul><ul><li>pages are OSNs </li></ul><ul><li>Visitors from OSNs spend roughly 2x more time on </li></ul><ul><li>the site than any other visitors </li></ul><ul><li>The conversion rate (to contributors) for visitors </li></ul><ul><li>from OSNs is nearly 3x that of other visitors </li></ul>
    15. 28. <ul><li>Meaningful - Tells a Story </li></ul><ul><li>Do-It-Yourself Aesthetic/Accessible </li></ul><ul><li>Culturally specific </li></ul><ul><li>Appeals to the Person/Emotion </li></ul>Video Content: Video Promotion: <ul><li>- Clonable: Embed Code Whenever </li></ul><ul><li>Possible (website, other OSNs, Blogs, etc.) </li></ul><ul><li>Send Bloggers, E-Action Takers, </li></ul><ul><li>Newsletter Subscribers, etc. to Video! </li></ul>
    16. 29. <ul><li>-Boost Visibility </li></ul><ul><li>Boost Search Engine Rankings </li></ul><ul><li>Drive Traffic to Main Site </li></ul><ul><li>Recruit People </li></ul><ul><li>Identify & Cultivate Potential Leaders </li></ul><ul><li>Grassroots Pressure </li></ul>What: How: -Make Everything Clonable -Take Advantage of HTML/CSS -Shut Up & Listen! -Be a Community Member -Feed Lots of Exciting Content
    17. 30. What: <ul><li>- Identify & Cultivate Potential Leaders </li></ul><ul><li>- Boost Visibility </li></ul><ul><li>Cultivate one on one relationships with Superactivists </li></ul><ul><li>Drive Traffic to Main Site </li></ul><ul><li>Boost Search Engine Rankings </li></ul>How: <ul><li>Make a Facebook Page </li></ul><ul><li>Message & Recruit Facebook Leaders (Group Admins., Top Cause Recruiters, Facebook SuperActivists, etc.) </li></ul><ul><ul><li>Peer Pressure System: Surround Your Targets </li></ul></ul><ul><li>Mix Up Actions ( messaging, friending, etc .) to avoid spam filters & split up the work </li></ul><ul><li>Think before using a Facebook Group </li></ul><ul><li>Optimize News Feed Hits </li></ul>

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