BUILDING THE MOVEMENTSOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACYNick Westergaard | September 2011                          ...
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 W...
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 ...
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 whe...
ADVOCACY =
WRITE A LETTER DONATE NOW  ACTION! GET INVOLVEDOLUNTEER TODATTEND AN EVEN
BRAND                     DRIVEN                     COMMUNITY         STRONGSOCIAL   YOUR     TRADITIONALMEDIA         IS...
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- S...
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                        @...
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
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
Social Media Tools for Successful Advocacy
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Social Media Tools for Successful Advocacy

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Originally presented at the Social Media Integration Conference in Atlanta, Nick Westergaard outlines six lessons learned about social media use in advocacy campaigns ranging from politics to public initiatives and issues. Learn more at NickWestergaard.com

Published in: Business, Sports
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  • Hello, Nick! I'm giving a talk to my school today, on "Social Media, Advocacy, and Action." I hope you don't mind if I direct the audience to this Slideshare deck of yours as well. Our context in the Philippines is different, but I'm pretty sure the advocates in the audience will pick up some very useful tips here. Thanks!
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  • Thanks Mack! There was so much to see at #SMIATL. There was a lotta stuff I missed. Thanks for the complement on the deck. As noted before, I think we are like-minded in our slide process. Presentation Zen all the way!
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  • Fabulous deck, Nick! I really hated to miss your #SMIATL session but after now seeing the slides, even moreso! You really did a nice job with this!
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Social Media Tools for Successful Advocacy

  1. 1. BUILDING THE MOVEMENTSOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACYNick Westergaard | September 2011 photo via colindunn / Flickr
  2. 2. Brand-Driven Insights atNickWestergaard.com @NickWestergaard
  3. 3. photo via swanksalot & Steve Rhodes / Flickr
  4. 4. Campaign Context
  5. 5. $50 millionraised during the Dean campaign— average donation size $80
  6. 6. 50¢of every dollar Dean raised during Q32003 came from online donations
  7. 7. YEAAAA-GHHHHH!
  8. 8. About 4 years later ...
  9. 9. $500 MILLIONraised online from 3 million donors— most less than $100
  10. 10. 35Konline groups formed
  11. 11. 400Kblogs posted
  12. 12. 1,800videos posted to YouTube withover 50 million views
  13. 13. 6 millionFacebook supporters– most popular FB page
  14. 14. 97% OF NON-PROFITS USE SOCIAL MEDIASource: Dartmouth Center for Market Research
  15. 15. Look at lessons learnedMessage MattersCommunity OrganizingOnline + OfflinePlay to StrengthsSocial as SpinDonationsSecret Weapon
  16. 16. Get ideas you can steal (I have!)
  17. 17. 1 MESSAGE MATTERS
  18. 18. “Since you’rethe one’s selling thesoap, I thought you’dlike to see the bar.”
  19. 19. “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
  20. 20. AIDAAttention | Interest | Desire | Action
  21. 21. AISAAttention | Issue | Solution | Advocacy
  22. 22. ATTENTION
  23. 23. ATTENTION = STORIES
  24. 24. ISSUE DIAGNOSE THE PAIN
  25. 25. SOLUTION =DEMONSTRATE GAIN
  26. 26. 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.
  27. 27. ADVOCACY =
  28. 28. WRITE A LETTER DONATE NOW ACTION! GET INVOLVEDOLUNTEER TODATTEND AN EVEN
  29. 29. BRAND DRIVEN COMMUNITY STRONGSOCIAL YOUR TRADITIONALMEDIA ISSUE MEDIA BRAND
  30. 30. 2 COMMUNITY ORGANIZINGphoto via Pat Scullion / Flickr
  31. 31. YOURWEBSITE photo via JimmyWayne / Flickr
  32. 32. photo via xcode / Flickr
  33. 33. photo via wili_hybrid / Flickr
  34. 34. photo via lumierefl / Flickr
  35. 35. WEBSITE / BLOG
  36. 36. 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
  37. 37. 3 ONLINE + OFFLINE
  38. 38. “I don’t think broad change is likely to happen exclusively online”photo via michael muccioli / Flickr
  39. 39. photo via gracerodriguez / Flickr
  40. 40. photo via Sterling College / Flickr
  41. 41. OFFLINE > ONLINE OVER A MILLION VIEWS
  42. 42. 4 PLAY TO STRENGTHSphoto via Orin Zebest / Flickr
  43. 43. JACOBY FOR HOUSE
  44. 44. JACOBY FOR HOUSE +
  45. 45. AMPLIFY PERSONALCONNECTIONS
  46. 46. 5 SPIN CONNECT ONLINE& OFFLINE ENGAGEMENT photo via colon+right.bracket / Flickr
  47. 47. 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!
  48. 48. DON’T BROADCAST
  49. 49. 6 photo via HowardLake / Flickr
  50. 50. ORGANIZATIONS THAT USE ONLINE TOOLS RAISE 6x AS MUCHSource: Social Media Today Study
  51. 51. ACTION!
  52. 52. CONTENT photo via madame.furie / Flickr
  53. 53. ?
  54. 54. 13.5 MILLIONemail database — the secret weapon
  55. 55. Re-capMessage MattersCommunity OrganizingOnline + OfflinePlay to StrengthsSocial as SpinDonationsSecret Weapon
  56. 56. WHAT’S NEXT? photo via Geoff Livingston / Flickr
  57. 57. LOOK-OUT FOR NEW IDEAS photo via eshipul / Flickr
  58. 58. FINALLYphoto via Ricky Justus / Flickr
  59. 59. THANK YOUQUESTIONS?Nick Westergaard.com@NickWestergaard photo via colindunn / Flickr
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