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
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Social Media Tools for Successful Advocacy
- 1. BUILDING THE MOVEMENT SOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACY Nick Westergaard | September 2011 photo via colindunn / Flickr
- 2. Brand-Driven Insights at NickWestergaard.com @NickWestergaard
- 3. photo via swanksalot & Steve Rhodes / Flickr
- 6. $50 million raised during the Dean campaign — average donation size $80
- 7. 50¢ of every dollar Dean raised during Q3 2003 came from online donations
- 10. About 4 years later ...
- 12. $500 MILLION raised online from 3 million donors — most less than $100
- 15. 1,800 videos posted to YouTube with over 50 million views
- 16. 6 million Facebook supporters – most popular FB page
- 18. 97% OF NON-PROFITS USE SOCIAL MEDIA Source: Dartmouth Center for Market Research
- 19. Look at lessons learned Message Matters Community Organizing Online + Offline Play to Strengths Social as Spin Donations Secret Weapon
- 20. Get ideas you can steal (I have!)
- 21. 1 MESSAGE MATTERS
- 22. “Since you’re the one’s selling the soap, I thought you’d like to see the bar.”
- 23. “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 even not have a soul and does become a focal point for not correctly architect its online contempt.” messages everywhere it touches consumers ... – Lee Clow
- 24. AIDA Attention | Interest | Desire | Action
- 25. AISA Attention | Issue | Solution | Advocacy
- 26. ATTENTION
- 27. ATTENTION = STORIES
- 28. ISSUE DIAGNOSE THE PAIN
- 31. It is less costly to intervene earlier rather than later The average cost to incarcerate someone in Iowa is $31,517 per year where as the average cost of mentoring someone in the Children of Promise programs is just $1,133 per year. Prevention can reduce our tax burden.
- 32. ADVOCACY =
- 33. WRITE A LETTER DONATE NOW ACTION! GET INVOLVED OLUNTEER TODA TTEND AN EVEN
- 34. BRAND DRIVEN COMMUNITY STRONG SOCIAL YOUR TRADITIONAL MEDIA ISSUE MEDIA BRAND
- 35. 2 COMMUNITY ORGANIZING photo via Pat Scullion / Flickr
- 36. YOUR WEBSITE photo via JimmyWayne / Flickr
- 37. photo via xcode / Flickr
- 38. photo via wili_hybrid / Flickr
- 39. photo via lumierefl / Flickr
- 40. WEBSITE / BLOG
- 41. SOCIAL ‘MAP’ BRAND/MESSAGE BUILDING CONTENT HUB - Building the brand - Aggregating news SUPPORTER ENGAGEMENT & ORGANIZATION - Share news stories - Invite to events - Share YouTube content BRANDING - Building the brand - Video coverage of news events SUPPORTER ENGAGEMENT/MEDIA SPIN - Breaking news; real-time conversations - Live coverage of campaign media events - Interface with news media - Share YouTube content
- 42. 3 ONLINE + OFFLINE
- 43. “I don’t think broad change is likely to happen exclusively online” photo via michael muccioli / Flickr
- 44. photo via gracerodriguez / Flickr
- 45. photo via Sterling College / Flickr
- 52. OFFLINE > ONLINE OVER A MILLION VIEWS
- 53. 4 PLAY TO STRENGTHS photo via Orin Zebest / Flickr
- 54. JACOBY FOR HOUSE
- 55. JACOBY FOR HOUSE +
- 59. 5 SPIN CONNECT ONLINE & OFFLINE ENGAGEMENT photo via colon+right.bracket / Flickr
- 60. 21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonline Councilor Susan Mims is asking @bergus @ghennigan what solutions Mondo's group We need to make sure we actually has ... Limiting keg sales he are noting qualitative says (Mims: I'm not sure you can do comments vs quantitative that) data. We can't 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. Let's keep it in place. CNN! Awesome! 7 days! RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!
- 61. DON’T BROADCAST
- 63. 6 photo via HowardLake / Flickr
- 64. ORGANIZATIONS THAT USE ONLINE TOOLS RAISE 6x AS MUCH Source: Social Media Today Study
- 67. ACTION!
- 68. CONTENT photo via madame.furie / Flickr
- 69. ?
- 70. 13.5 MILLION email database — the secret weapon
- 74. Re-cap Message Matters Community Organizing Online + Offline Play to Strengths Social as Spin Donations Secret Weapon
- 75. WHAT’S NEXT? photo via Geoff Livingston / Flickr
- 76. LOOK-OUT FOR NEW IDEAS photo via eshipul / Flickr
- 77. FINALLY photo via Ricky Justus / Flickr
- 78. THANK YOU QUESTIONS? Nick Westergaard.com @NickWestergaard photo via colindunn / Flickr