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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 …

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

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