Online PR: Political Advocacy on the Web
<ul><li>Presentation </li></ul><ul><li>Players </li></ul><ul><li>Activities </li></ul><ul><li>Environment </li></ul><ul><l...
Players
 
 
 
 
 
 
 
 
 
 
 
 
Activities
 
 
 
 
 
 
 
Environment
 
 
 
 
 
Digital Advocacy
Result Content
Conversation
Community
Citizens
Chaotic
Captivating
Connections
Confrontation
Copy
Collaborating
Chief
Contributions
Champion
Numbers
US Internet Users  ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
Online Use Next 5 Years Teens = 21% increase
Online Use Next 5 Years Adults = 50% increase
Online Use Next 5 Years Ages 3-11 = 61% increase
2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent ...
Action
Offline Drives Online = Online Drives Offline
Participation  Engagement
Integration Addition Accumulation
Communicate Communicate Communicate Reinforce the Message
Maximize  Content Event  Audience Opportunity
Learn  Search Hear Discover Understand Fail
Ideas
Start Early
Build to scale
Measure success + failure
Easy to Find + Easy to Forward
Play where your supporters are –  not where you think they are
Channel online enthusiasm into specific, targeted activities that further campaign goals
Integrate online advocacy into every element  of the campaign
Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also ...
Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (cor...
Advocate   Social Personal Create a group Recruit others Host an event Host blog Coalition leader  Create a profile Post p...
Tools
 
 
 
Start Here Secure Name Secure Themes Think Creative
Bulletin Board Groups vs. Pages Events Search Status Updates More Formal
Professional Serious Business Organization Profile Groups Sub-Groups Status Updates
Dedicated Channel(s) Search  Tags Share Multiple Videos 2:30 minutes
Word Press Blogger Regular Commentary News Graphs Photos/Video
Real Time Web Instant Web Rapid Reporting Search search.twitter.com Micro-Blog Target Reporters + Influentials Develop Dia...
Share This Easily share content Analytics
StumbleUpon.com Browse Interests Discover Content Community Target Audiences
Photos Community Search  Tags Share Edit
Event Planning Event Invitations Event Attendance Payment System Share
90% Within three feet of their cell phones 24 hours a day Read their text messages
Analysis Speared Reach Search Schedule Multiple Accounts
# Hashtags Twitter Alerts Search
Spread + Amplify Reach Update + Manage Multiple Social Networks + Sites
Trends
Americans spend 8 hours a day looking at and interacting with screens
In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever pe...
Today’s college classroom
 
Movable Press + Printing Press Telephone Motion Pictures Television
&quot;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 ...
Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, &quot;Ms. Smith, thanks f...
Amateur Amped voices Receive real time knowledge that is actionable More Social = Less Email “ Live Connections” Location ...
Examples
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Marc A. Ross [email_address] @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com Web: 2ndsix.com
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Online PR: Political Advocacy on the Web

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Online PR: Political Advocacy on the Web

  1. 1. Online PR: Political Advocacy on the Web
  2. 2. <ul><li>Presentation </li></ul><ul><li>Players </li></ul><ul><li>Activities </li></ul><ul><li>Environment </li></ul><ul><li>Numbers </li></ul><ul><li>Action </li></ul><ul><li>Tools </li></ul><ul><li>Trends </li></ul><ul><li>Examples </li></ul>
  3. 3. Players
  4. 16. Activities
  5. 24. Environment
  6. 30. Digital Advocacy
  7. 31. Result Content
  8. 32. Conversation
  9. 33. Community
  10. 34. Citizens
  11. 35. Chaotic
  12. 36. Captivating
  13. 37. Connections
  14. 38. Confrontation
  15. 39. Copy
  16. 40. Collaborating
  17. 41. Chief
  18. 42. Contributions
  19. 43. Champion
  20. 44. Numbers
  21. 45. US Internet Users ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
  22. 46. Online Use Next 5 Years Teens = 21% increase
  23. 47. Online Use Next 5 Years Adults = 50% increase
  24. 48. Online Use Next 5 Years Ages 3-11 = 61% increase
  25. 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
  26. 50. Action
  27. 51. Offline Drives Online = Online Drives Offline
  28. 52. Participation Engagement
  29. 53. Integration Addition Accumulation
  30. 54. Communicate Communicate Communicate Reinforce the Message
  31. 55. Maximize Content Event Audience Opportunity
  32. 56. Learn Search Hear Discover Understand Fail
  33. 57. Ideas
  34. 58. Start Early
  35. 59. Build to scale
  36. 60. Measure success + failure
  37. 61. Easy to Find + Easy to Forward
  38. 62. Play where your supporters are – not where you think they are
  39. 63. Channel online enthusiasm into specific, targeted activities that further campaign goals
  40. 64. Integrate online advocacy into every element of the campaign
  41. 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”
  42. 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
  43. 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
  44. 68. Tools
  45. 72. Start Here Secure Name Secure Themes Think Creative
  46. 73. Bulletin Board Groups vs. Pages Events Search Status Updates More Formal
  47. 74. Professional Serious Business Organization Profile Groups Sub-Groups Status Updates
  48. 75. Dedicated Channel(s) Search Tags Share Multiple Videos 2:30 minutes
  49. 76. Word Press Blogger Regular Commentary News Graphs Photos/Video
  50. 77. Real Time Web Instant Web Rapid Reporting Search search.twitter.com Micro-Blog Target Reporters + Influentials Develop Dialogue
  51. 78. Share This Easily share content Analytics
  52. 79. StumbleUpon.com Browse Interests Discover Content Community Target Audiences
  53. 80. Photos Community Search Tags Share Edit
  54. 81. Event Planning Event Invitations Event Attendance Payment System Share
  55. 82. 90% Within three feet of their cell phones 24 hours a day Read their text messages
  56. 83. Analysis Speared Reach Search Schedule Multiple Accounts
  57. 84. # Hashtags Twitter Alerts Search
  58. 85. Spread + Amplify Reach Update + Manage Multiple Social Networks + Sites
  59. 86. Trends
  60. 87. Americans spend 8 hours a day looking at and interacting with screens
  61. 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
  62. 89. Today’s college classroom
  63. 91. Movable Press + Printing Press Telephone Motion Pictures Television
  64. 92. &quot;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
  65. 93. Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, &quot;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
  66. 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
  67. 95. Examples
  68. 113. Marc A. Ross [email_address] @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com Web: 2ndsix.com
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