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Online PR: Political Advocacy on the Web

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  • 1. Online PR: Political Advocacy on the Web
  • 2.
    • Presentation
    • Players
    • Activities
    • Environment
    • Numbers
    • Action
    • Tools
    • Trends
    • Examples
  • 3. Players
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  • 16. Activities
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  • 22.  
  • 23.  
  • 24. Environment
  • 25.  
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  • 29.  
  • 30. Digital Advocacy
  • 31. Result Content
  • 32. Conversation
  • 33. Community
  • 34. Citizens
  • 35. Chaotic
  • 36. Captivating
  • 37. Connections
  • 38. Confrontation
  • 39. Copy
  • 40. Collaborating
  • 41. Chief
  • 42. Contributions
  • 43. Champion
  • 44. Numbers
  • 45. US Internet Users ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
  • 46. Online Use Next 5 Years Teens = 21% increase
  • 47. Online Use Next 5 Years Adults = 50% increase
  • 48. Online Use Next 5 Years Ages 3-11 = 61% increase
  • 49. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
  • 50. Action
  • 51. Offline Drives Online = Online Drives Offline
  • 52. Participation Engagement
  • 53. Integration Addition Accumulation
  • 54. Communicate Communicate Communicate Reinforce the Message
  • 55. Maximize Content Event Audience Opportunity
  • 56. Learn Search Hear Discover Understand Fail
  • 57. Ideas
  • 58. Start Early
  • 59. Build to scale
  • 60. Measure success + failure
  • 61. Easy to Find + Easy to Forward
  • 62. Play where your supporters are – not where you think they are
  • 63. Channel online enthusiasm into specific, targeted activities that further campaign goals
  • 64. Integrate online advocacy into every element of the campaign
  • 65. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
  • 66. Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Campaigning Instant Messaging + Tweeting Contributing Running More Proactive
  • 67. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
  • 68. Tools
  • 69.  
  • 70.  
  • 71.  
  • 72. Start Here Secure Name Secure Themes Think Creative
  • 73. Bulletin Board Groups vs. Pages Events Search Status Updates More Formal
  • 74. Professional Serious Business Organization Profile Groups Sub-Groups Status Updates
  • 75. Dedicated Channel(s) Search Tags Share Multiple Videos 2:30 minutes
  • 76. Word Press Blogger Regular Commentary News Graphs Photos/Video
  • 77. Real Time Web Instant Web Rapid Reporting Search search.twitter.com Micro-Blog Target Reporters + Influentials Develop Dialogue
  • 78. Share This Easily share content Analytics
  • 79. StumbleUpon.com Browse Interests Discover Content Community Target Audiences
  • 80. Photos Community Search Tags Share Edit
  • 81. Event Planning Event Invitations Event Attendance Payment System Share
  • 82. 90% Within three feet of their cell phones 24 hours a day Read their text messages
  • 83. Analysis Speared Reach Search Schedule Multiple Accounts
  • 84. # Hashtags Twitter Alerts Search
  • 85. Spread + Amplify Reach Update + Manage Multiple Social Networks + Sites
  • 86. Trends
  • 87. Americans spend 8 hours a day looking at and interacting with screens
  • 88. In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
  • 89. Today’s college classroom
  • 90.  
  • 91. Movable Press + Printing Press Telephone Motion Pictures Television
  • 92. "In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you look at their site, their online videos, their online ads, everything they did, it wasn't about 'me, myself and I.' It was about 'we' and 'us.’” Mindy Finn, Republican political operative
  • 93. Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, "Ms. Smith, thanks for your $50 donation four years ago--and for attending the Joneses' party on the environment. Care to call voters in Ohio to help reelect President Obama? Oh, and your neighbor Mrs. Jensen couldn't get to the polls in 2008. Think you could give her a lift on Election Day?“ MIT Technology Review
  • 94. Amateur Amped voices Receive real time knowledge that is actionable More Social = Less Email “ Live Connections” Location = where you go is more valuable than what you search Twitter applications Mashups Cameras + Video everywhere
  • 95. Examples
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  • 113. Marc A. Ross [email_address] @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com Web: 2ndsix.com