Monitor. Engage. Organize.
  Online organizing with social media

           Presented by Phillip Smith
         www.commu...
Key objectives

• become familiar with the layout and uses of
  some of the most popular internet tools for
  storytelling...
Campaigns ... let’s look at a few
         examples
B4B photo
•   The Billionaires for Bush campaign was strategic online and offline campaign to
    counter the mainstream media’s mes...
B4B photo
Signs
Merchandise
Radio Ads
Play radio ad!
How did it all begin...?
Play the video!
21
Rinse. Wash. Repeat.
• Lessons from the Billionaires:
  – Strong brand: the URL contains the message
  – Campaign is built...
Rinse. Wash. Repeat.
• Lessons from the Billionaires:
  –   Strong brand: contains the message
  –   Campaign is built aro...
Rinse. Wash. Repeat. Win.
• Now add:
  – Tangible win opportunities
  – Long-term campaign plan
  – Integration with offli...
Web hub
E-mail template
Activist blogs
Play the damn PSA!
Ladder of engagement
Capturing the moment

• Live video from the action
• Several e-mail blasts that day
• 1000s of calls to Kimberly-Clark hea...
Kleercut outcomes year one:

•   1000 new activists/month for 20 straight months
•   Over 150,000 messages sent to K-C
•  ...
And... (drum roll please!)
47
48
So... let’s look at how social
 media can support online
          organizing




                            49
But first...

• Security (be aware of the risks; make choices)



• Think about what communication channels to
  use when ...
51
52
53
54
55
56
57
58
59
Petitions
(or, in other words,
 growing your list)




                       60
61
62
63
How to find your community...




                         64
65
66
67
68
69
How to monitor your impact...




                          70
72
73
How about a quick Q&A?




                     74
Tools we’re going to look at...


•   Twitter
•   Hoot Suite
•   Facebook / Facebook Page / Facebook Ads
•   YouTube / Tub...
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Monitor. Engage. Organize.
Upcoming SlideShare
Loading in …5
×

Monitor. Engage. Organize.

435 views
380 views

Published on

Workshop with PSAC Ontario leaders on April 16th, 2010.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
435
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Monitor. Engage. Organize.

  1. 1. Monitor. Engage. Organize. Online organizing with social media Presented by Phillip Smith www.communitybandwidth.ca www.phillipadsmith.com facebook.com/phillipadsmith twitter.com/phillipadsmith http://www.linkedin.com/in/phillipadsmith
  2. 2. Key objectives • become familiar with the layout and uses of some of the most popular internet tools for storytelling and organizing • discuss how to choose the right Internet tools for campaigns and communications • get some hands-on experience with Internet organizing tools
  3. 3. Campaigns ... let’s look at a few examples
  4. 4. B4B photo
  5. 5. • The Billionaires for Bush campaign was strategic online and offline campaign to counter the mainstream media’s message about Bush in the 2004 US election. Using satire, street theatre, and online networks, it became incredibly successful in attracting major media attention, non-traditional activists, and funding. • The campaign goal was to highlight, unspin, and reframe the economic issues that effect voters' lives. To help the progressive movement set the agenda by attracting voter attention to critical local and national political campaigns. Armed with tuxedos, evening gowns, hard political facts and a humorous spin, the Billionaires re-engaged those citizens outside of the process and re-ignited those that were within it. 6
  6. 6. B4B photo
  7. 7. Signs
  8. 8. Merchandise
  9. 9. Radio Ads
  10. 10. Play radio ad!
  11. 11. How did it all begin...?
  12. 12. Play the video!
  13. 13. 21
  14. 14. Rinse. Wash. Repeat. • Lessons from the Billionaires: – Strong brand: the URL contains the message – Campaign is built around participation – Creative approach to catch people’s attention
  15. 15. Rinse. Wash. Repeat. • Lessons from the Billionaires: – Strong brand: contains the message – Campaign is built around participation – Creative approach to catch people’s attention – And... Netroots to grassroots
  16. 16. Rinse. Wash. Repeat. Win. • Now add: – Tangible win opportunities – Long-term campaign plan – Integration with offline campaign
  17. 17. Web hub
  18. 18. E-mail template
  19. 19. Activist blogs
  20. 20. Play the damn PSA!
  21. 21. Ladder of engagement
  22. 22. Capturing the moment • Live video from the action • Several e-mail blasts that day • 1000s of calls to Kimberly-Clark headquarters (tied up phone for hours) • Sense of urgency, sense of the importance of participation
  23. 23. Kleercut outcomes year one: • 1000 new activists/month for 20 straight months • Over 150,000 messages sent to K-C • Nation Days of Action (media attention) • Ads placed in the New York Times • Shareholder resolution introduced • Negotiation with key K-C clients
  24. 24. And... (drum roll please!)
  25. 25. 47
  26. 26. 48
  27. 27. So... let’s look at how social media can support online organizing 49
  28. 28. But first... • Security (be aware of the risks; make choices) • Think about what communication channels to use when (e-mail vs. social network vs. phone)
  29. 29. 51
  30. 30. 52
  31. 31. 53
  32. 32. 54
  33. 33. 55
  34. 34. 56
  35. 35. 57
  36. 36. 58
  37. 37. 59
  38. 38. Petitions (or, in other words, growing your list) 60
  39. 39. 61
  40. 40. 62
  41. 41. 63
  42. 42. How to find your community... 64
  43. 43. 65
  44. 44. 66
  45. 45. 67
  46. 46. 68
  47. 47. 69
  48. 48. How to monitor your impact... 70
  49. 49. 72
  50. 50. 73
  51. 51. How about a quick Q&A? 74
  52. 52. Tools we’re going to look at... • Twitter • Hoot Suite • Facebook / Facebook Page / Facebook Ads • YouTube / Tube Mogul • Netvibes / iGoogle • ... any others that are on your mind?

×