DEVELOPING AN ONLINE CAMPAIGN
New Organizing Institute
Webinar | 22 Apr 09
Michael Silberman
Partner, Co-Founder

www.echoditto.com

www.echoditto.com

Tradition
(C) 2007 EchoDitto Inc.
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Online Strategy

So, right now you can...
Easily update your website / blog (CMS)
Collect, manage email addresses (eCRM)
Send bulk email
Create online “actions” via toolset
Share content via third party social media
But now you’re ready to...
Bring all the pieces together
Be more strategic with your online resources
Begin campaigning
Sustain online engagement
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1B gallons toxic coal sludge spilled
Photo coypright Antrim Caskey
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Step 1your moment
Choose
Is it timely? Relevant?
Connection to larger campaign narrative?
What’s your lens on it?
Can it survive telephone game? (Is it WOM-ready?)
Content rich? Photos, video, stories?
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Step 2 your ask
Create
Only one (sorry)
You have 3 secs: What’s the “crisitunity”!?
Is your theory of change legit? Real world impact?
Goals and timeline: What’s needed – by when? –
for maximum impact?
Goals: Now what’s your public goal? Milestones?
Pick one: Quality or Quantity?
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Steptoss it up online
Just
3
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Step 4 and Promo
Outreach
Your Own Email list(s), blog, website, video, [phones]
Assets Social media: twitter, FB, YT, etc
Traditional PR activities
Earned Media
Outreach to bloggers & online in uencers
Targeted Search, Blog Ads, [Co-Reg]
Paid Media
If large budget, explore: Display ads
Email swaps, content (blog), links
Partnerships
Start with allies; think of their their needs/wants
Research followed by outreach to related
Grassroots
online groups/discussions/communities
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Step 5the numbers
Watch
Email open, action, conversion rates
Website metrics -- any choke points?
Paid media (online ads) conversion
User feedback -- the good and the bad
IMPT: track metrics that map to your overall
objectives; it’s too easy to get sidetracked with
in nite online metrics
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Finally...
Follow-up
Communicate progress (photos, video)
individual action –> collective action –> progress
Follow-up with action takers: personal, targeted
Next action? eg. TAF, contribute (but keep it real)
Introduce other channels (twitter, blog, etc)
What’s next? Connect to broader narrative,
mission.
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Recap
1 Seize your moment
2 De ne your ask
3 Setup the online action, copy, assets
4 Outreach and promotion
5 Watch the numbers, metrics
6 Close the loop, follow up
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Also out....
Check
Our best practices and how-to guides:
www.echoditto.com/insights
The next NOI Webinars, of course!
www.neworganizing.com
Progressive Exchange email list:
www.progressiveexchange.org
CONTACT
Michael@echoditto.com
1.202.285.9455 x111
silbatron [twitter] www.echoditto.com