Social Media Tools for Successful Advocacy

BUILDING THE MOVEMENTSOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACYNick Westergaard | September 2011 photo via colindunn / Flickr

Brand-Driven Insights atNickWestergaard.com @NickWestergaard

photo via swanksalot & Steve Rhodes / Flickr

Campaign Context

$50 millionraised during the Dean campaign— average donation size $80

50¢of every dollar Dean raised during Q32003 came from online donations

YEAAAA-GHHHHH!

About 4 years later ...

$500 MILLIONraised online from 3 million donors— most less than $100

35Konline groups formed

400Kblogs posted

1,800videos posted to YouTube withover 50 million views

6 millionFacebook supporters– most popular FB page

97% OF NON-PROFITS USE SOCIAL MEDIASource: Dartmouth Center for Market Research

Look at lessons learnedMessage MattersCommunity OrganizingOnline + OfflinePlay to StrengthsSocial as SpinDonationsSecret Weapon

Get ideas you can steal (I have!)

1 MESSAGE MATTERS

“Since you’rethe one’s selling thesoap, I thought you’dlike to see the bar.”

“THE REALITY OF THE NEW MEDIA WORLD ......is that if your brand does ... it can become irrelevant.not have a belief, if it does It can be ignored, or evennot have a soul and does become a focal point fornot correctly architect its online contempt.”messages everywhere ittouches consumers ... – Lee Clow

AIDAAttention | Interest | Desire | Action

AISAAttention | Issue | Solution | Advocacy

ATTENTION

ATTENTION = STORIES

ISSUE DIAGNOSE THE PAIN

SOLUTION =DEMONSTRATE GAIN

It is less costlyto interveneearlier ratherthan laterThe average cost toincarcerate someone in Iowa is$31,517 per year where as theaverage cost of mentoringsomeone in the Children ofPromise programs is just$1,133 per year. Preventioncan reduce our tax burden.

ADVOCACY =

WRITE A LETTER DONATE NOW ACTION! GET INVOLVEDOLUNTEER TODATTEND AN EVEN

BRAND DRIVEN COMMUNITY STRONGSOCIAL YOUR TRADITIONALMEDIA ISSUE MEDIA BRAND

2 COMMUNITY ORGANIZINGphoto via Pat Scullion / Flickr

YOURWEBSITE photo via JimmyWayne / Flickr

photo via xcode / Flickr

photo via wili_hybrid / Flickr

photo via lumierefl / Flickr

WEBSITE / BLOG

SOCIAL ‘MAP’BRAND/MESSAGE BUILDING CONTENT HUB- Building the brand- Aggregating newsSUPPORTER ENGAGEMENT & ORGANIZATION- Share news stories- Invite to events- Share YouTube contentBRANDING- Building the brand- Video coverage of news eventsSUPPORTER ENGAGEMENT/MEDIA SPIN- Breaking news; real-time conversations- Live coverage of campaign media events- Interface with news media- Share YouTube content

3 ONLINE + OFFLINE

“I don’t think broad change is likely to happen exclusively online”photo via michael muccioli / Flickr

photo via gracerodriguez / Flickr

photo via Sterling College / Flickr

OFFLINE > ONLINE OVER A MILLION VIEWS

4 PLAY TO STRENGTHSphoto via Orin Zebest / Flickr

JACOBY FOR HOUSE

JACOBY FOR HOUSE +

AMPLIFY PERSONALCONNECTIONS

5 SPIN CONNECT ONLINE& OFFLINE ENGAGEMENT photo via colon+right.bracket / Flickr

21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonlineCouncilor Susan Mims is asking @bergus @ghenniganwhat solutions Mondos group We need to make sure weactually has ... Limiting keg sales he are noting qualitativesays (Mims: Im not sure you can do comments vs quantitativethat) data. We cant let anecdotal info cloud Someone in audience facts. just asked, "If bar owners care - are any others here?" No one responded. Actions @meghannkay Thanks for speak louder than your support! words.Just saw a Mondo closing statement: "21 is an easy fix."@21MakesSense ad on OK. Good. Lets keep it in place.CNN! Awesome! 7 days! RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!

DON’T BROADCAST

6 photo via HowardLake / Flickr

ORGANIZATIONS THAT USE ONLINE TOOLS RAISE 6x AS MUCHSource: Social Media Today Study

ACTION!

CONTENT photo via madame.furie / Flickr

13.5 MILLIONemail database — the secret weapon

Re-capMessage MattersCommunity OrganizingOnline + OfflinePlay to StrengthsSocial as SpinDonationsSecret Weapon

WHAT’S NEXT? photo via Geoff Livingston / Flickr

LOOK-OUT FOR NEW IDEAS photo via eshipul / Flickr

FINALLYphoto via Ricky Justus / Flickr

THANK YOUQUESTIONS?Nick Westergaard.com@NickWestergaard photo via colindunn / Flickr

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Social Media Tools for Successful Advocacy

by Nick Westergaard

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