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tutorial for engagement in the movement campaign for equatorial guinea

tutorial for engagement in the movement campaign for equatorial guinea

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  • 10 lessons from the campaign
  • Needed to provide a variety of ways to get involved based on their level of engagement: to provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists. As a supporter moves up the ladder, each rung requires more commitment, creates more value, and will tend to hold fewer people. All campaign supporters, from the $100k bundler to the $20 donor, were challenged – not just to give money, but to go door to door and to personalize the Obama campaign story for themselves.The Obama campaign gave prospective supporters a menu of options: 1) personal - social network, text, make donation; 2) social - post a comment, create profile on MyBarackObama.com, create a group; 3) advocate - To drive interest in the group, you may post pictures, write blog posts or create a video declaring your support, which you could post to YouTube, host an offline event, ask supporters to donate money, register to vote, canvass or phone bank.
  • While 60% of adults in the U.S. belong to a social network. If you want to reach them, you have to know where they are and connect with them there. As Obama adviser Scott Goodstein said: “Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama.” Obama had profiles on more than 15 social networks, including Facebook and MySpace. But he also was the first presidential candidate to have profiles on AsianAve.com, MiGente.com and BlackPlanet.com, influential social networks for the Asian, Hispanic and African American communities. Obama was not on every social network: leveraged these platforms to direct people to MyBO.com, where the campaign had a greater ability to channel people to the specific activities and causes. Also very important to note that MyBarackObama.com served as the hub for electoral activities, with spokes that reached to an array of platforms. All of the platforms drove people back to the Web site, where the campaign could better coordinate and direct their activities to achieve the campaign’s specific goals - engage the people, empower the voices, raise the money and get the boots on the ground.
  • There is a social network for every distinct social niche and umbrella networks that span all interests. Facebook has 130 million members; MySpace has 110 million; LinkedIn is approaching 50 million. Users have invested time, energy and social capital into developing their profiles and engaging other people on their network(s) of choice. If you build opportunities for people to participate in communities they already belong to, they are more likely to engage.The Obama campaign leveraged these existing platforms to maximize the social velocity of its outreach efforts. For example, the campaign had three million Facebook friends. Supporters used the tools that they were familiar with in Facebook. More than 900,000 people joined the “One Million Strong for Obama” group on Facebook. There were Facebook groups for Obama for almost every college in America. The campaign leveraged participation on these existing networks to reinforce messages across platforms.
  • Ninety percent of Americans are within three feet of their cell phones 24 hours a day. People still read more than 90 percent of their text messages, while legions of e-mails sit unopened in inboxes. reach supporters directly anywhere they are, any time of the day. much more cost effective way to mobilize voters. A 2006 study by the New Voters Project found that text-message reminders helped increase turnout by four percent at a cost of only $1.56 per vote, much cheaper than the cost of door-to-door canvassing or phone banking, at a cost of $20 to $30 per vote. used major announcements to drive people to the mobile platform, such as Obama’s choice of Senator Joe Biden as his running mate, Nielsen Mobile has quantified as the largest mobile marketing event in the U.S. to date. They sustained interest through five to 20 targeted messages each month. For instance, supporters could text questions about polling places and receive quick responses from the campaign. More than 30,000 people signed up from within Denver’s Mile High Stadium while waiting to hear Obama’s acceptance speech during the Democratic National Convention. iPhone application gave people up-to-date campaign information and organized their contacts to highlight phone numbers for people in key battleground states.
  • In February 2007, Obama met with Netscape founder and Facebook board member Marc Andreessen to learn how social media could power the campaign. The campaign spent more than $2 million in 2007 on hardware and software that would serve as the foundationcontinued to look for ways to innovate. They used a “crawl, walk, run” approach, integrating new (and improved) social media elements into the campaign.few early missteps, including the initial rollout of the mobile campaign featuring ringtones that were widely derided, and an embarrassing public spat with Joe Anthony over MySpace pageOvercome miscues by giving their supporters more and better opportunities to create their own social pulpits than any campaign had ever given before.

Transcript

  • 1. A global manifestOfor Equatorial Guinea
    www.sosmalabo.org
  • 2. A global convergence: what for?
    The majority of the people in Equatorial Guinea are extremely poor. Corruption is said to be endemic in all sectors of society. They live in despair under the cruel, oppressing and corrupt dictatorial regime. Their basic universal human rights are frontally violated.
    The network SOS Malabo is a global manifest of support and solidarity to these people using the tools and resources of the new Web (2.0)
    It is a call to mobilization to those who have the responsibility and duty to protect the universal human rights:
    All the people of Guinea who are victims of the oppression and injustices.
    The international global community who has to join forces with urgency!
    People feel fragile, scared and impotent before the unfair conditions they live
    SOS Malabo Web platform calls for a convergence of all people willing to contribute to set these people free. Everyone, where he is, no matter what he does, is called to act as “reporters” on behalf of our brothers and sisters in Equatorial Guinea!!
  • 3. We are living theinformationsociety
    Visibility, awareness, mobilization, collaboration for the people of Equatorial Guinea using social media
    Democratic reforms are attached to the potentials of Information and Communication Technologies
    We are not living only in the age of globalisation, but also in the age of information society.
     
  • 4. Thenew agenda for democraticreform
    New ideas are brought to the agenda for democratic reform: increased use of information technologyin democratic processes is expected to increase transparency and pluralism, and thus to contribute to the overall democratisation of societies.
    There will be no blind face!
  • 5. Empoweringpeoplethruinformation
    The Internet is no longertheWorldwide Web ofComputers, butthe World Wide Web ofPeople!
    The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Malcolm Gladwell, the Tipping Point
    5
  • 6. TV
    RADIO
    MAGAZINE
    NEWSPAPER
    communication haschanged...
    BEFORE: MASS COMMUNICATION
    PUBLIC
    CONTENT PRODUCTION
    NOW: SOCIAL MEDIA
    Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.
    Rupert Murdoch, Global Media Entrepreneur
    NETWORK
    6
  • 7. “Individual commitment to a group effort –
    that is what makes a team work, a company work, a society work, a civilization work.”
    Vince Lombard
  • 8. Collaboration challenge: to enable a dispersed team to coordinate its actions to achieve a shared goal.
    Photo Credit: http://www.flickr.com/photos/wheatfields/116810137
  • 9. TOOL; The Internet = power to the people
  • 10. Using social media tools of the Web 2.0
    Social Media describes the technologies and practices in the Internet that people use to communicate, inform, integrate and collaborate.
    Social media may use different ways of communication such as texts, videos, images.
    These Web sites usually use technologies as blogs, message board, podcasts, wikis allowing the users to interact with a friendly and pleasing interface.
    10
  • 11. Web 2.0 is about people
    But in truth, social software isn’t really about the tools.
    It’s about what the tools let users do.
    JakobNielsen, Usability Guru
    THE THING
    INTEGRATION
    BROADBAND MOBILITY
    Web 2.0
    WEB SERVICES
    TRUE
    MULTIMEDIA
    GEO-SPATIALITY
  • 12.
  • 13. You | theusersare the central node!
    Online social network are organized around some central nodes .
    They grow through the principle of «preferencial attachment»:
    The more a node has connexions, the more chance it has to add new connections
  • 14.
  • 15. 15
    You are themissing link!
    “Creating a vibrant community is all about creating a critical mass of good minds and spurring them to spark off each other.” Barry Liberty]John Spector
    “The value of a group-forming network
    Increasesexponentially...
    Its implications are profound.”
  • 16. exploit ing new technological opportunities…
    “Life has taught us that love does not consist in gazing at each other, but in looking outward together in the same direction” Antoine De Ste-Exupery
  • 17. A virtual headquarter
    The SOS Malabo Web platformserves as a virtual headquarters for the campaign and its supporters, becoming a comprehensive portal for resources, tools and exchange.
    Our goals is to weave technology and the Internet into the fabric
    of the Movement.
    We will be harnessing the power of public engagement to influence the conversation across various spheres of cross-influence.
    We believe that the campaign can grow exponentially if online advocacy is elevated to the its highest levels and integrated into all elements of the Movement
  • 18. tactics for our Social Media Campaign
    We are starting 1+1, then laddering support through tiers of engagement
    Empowering super users
    Going where the people are
    Using tools people are familiar with
    Mobilizing supporters through mobile
    Building the operation to scale
  • 19. Laddering Support Through Tiers of Engagement
    Recruit others to donate Create a groupHost an event
    Advocate
    Post pictures/videos
    Write a blog post
    Join a group
    Social
    Create a profile
    Post a comment Make a donation
    Sign up for e-mail/SMS
    Friend on social networks
    Personal
    The network provides a variety of ways for you to be involved in it based on your level of engagement. Just start in the first stair and then go up as you wish
  • 20. Empoweringsuper-users
     In addition to providing tiers of engagement for the broader mass of supporters, the Movement´s campaign support s to its most committed users.
    These connectors will receive tools to activate others.
    They also can organize their own networks of supporters
    If you are a “super-user” get in touch with us for getting instructions and materials.
    The campaign CANNOT generate much content on its own.. The most trusted source of information is consistently “a person like myself
  • 21. Going Where People Are
    Most people do not belong to more than one social network. To reach them, we must know where they are and connect with them there.
    While you interact with people using your social media network (Facebook, Twitter, Linked-in etc ), make sure that you keep a constant connection with SOS Malabo.org
    The SOS Malabo Web site serves as the hub for the campaign activities, with spokes that reaches to an array of platforms, all of which drive conversation back to the Web site in order to engage the people and empower the voices.
  • 22. Using Tools People Are Familiar With
    These days, there is a social network for every distinct social niche. There are also hundreds of tools available.
    Make sure you use simple tools that people are familiar with.
    Ourgoal is to communicatedirectlyandefficiently.
    Participation reinforces messages across platforms and creates as many touch points as possible
  • 23. Mobilizing Supporters Through Mobile
    Text messaging and the mobile Web offers an opportunity to reach supporters directly
    anywhere they are,
    any time of the day.
    Mobilize othersupportersusingyourmobiledevices.
    With text messaging and mobile web, we can reach supporters anywhere they are, any time
  • 24. Building the Online Operation to Scale
    Crawling, walking, running, then flying to reach our goal!
  • 25. http://sosmalabo.tumblr.com/
    http://twubs.com/obiang
    Metaphorically, the SOS Malabo network Hub is the mainland where the interactions among the communities take place. Their social medias around it are islands. The tools are stored in open trunks.
    https://twitter.com/#!/sosmalabo
    http://sosmalabo.amplify.com/
    http://sosmalabo.posterous.com/
    http://www.facebook.com/sosmalabo#!/
    25
  • 26. “ The largest enemy of change and leadership isn't a “no”. It's a “not yet“…Change almost never fails because it's too early. It almost always fails because it's too late.” SethGodin
    WE CAN NO LONGER WAIT FOR REPLY!