These Boots are Made for Organizing, Not Just Facebooking

These Boots are Made for Organizing, not just Facebooking
#11NTCboots
Ted Fickes
Shayna Englin
Apollo Gonzales

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So What’s the Problem
The amount of online noise directed at decision makers makes it hard for them to listen. Congress isn’t convinced you’re for real.

Communicating is not organizing. We can talk to more people than ever.
But are we changing policy? Are we building sustainable movements?
http://www.cmfweb.org/index.php?option=com_content&task=view&id=253

The Bar is Low
One click to take action, like us.
One click to leave – though most don’t physically leave as much as just stop giving attention.
Limbo Dance, BarbadosPhotographicPrint

Social Media
For many organizations right now this is where it’s at
Facebook:
500 million users. 200 million on mobile. 50% of users log in on any given day.
150 million US users
Your staff, leadership and board likely want you to “do more” with Facebook.
http://www.facebook.com/press/info.php?statistics

Resources going into social media growing
Are these resources impacting policy and program?

Social Network Investment and Measurement - examples

The state of Social
A lot of noise
A lot of potential – it would seem
Resources being invested with unclear goals and return
Need to build and foster networks to change policy and support organizations
Is it at all sustainable?

Boots on the Ground – some proposals
Social network members can move into and up
Engagement pyramid
Organized Chaos
or
Organizing Chaos

Engagement Model – Define One

Engagement Models : Needs/similarities
Organizing leadership – what are the opportunities for leadership
Engagement pathways – where do people plug in and move up
Networks/Nodes – distribute leadership
Common Narrative

Engagement Models : Options/Alternatives

Lay social networks over (or under) engagement models
Engage and connect
Don’t sit back – drive interest and participation
Respond and personally interact
Ask questions
Most interested and engaged will rise up
Surveys and list building to gather information and participation
Offline events

Lay social networks over (or under) engagement models
Data and metrics
Be deliberate about tying together social network profiles, email records and other data.
Identify other activities and interest of user.
Frequent commenters, likers, retweeters.
Track, reward and promote.
Every action should have a metric. What is the qualitative result you seek to make happen.

Examples

Building Program : Inside Job
Why do social media?
GOOD: Evidence 5% Facebook connections will take an additional action needed for the campaign and this will move them up the engagement ladder.
BAD: Lots of people are there and we want more of them.

Building Program : Inside Job
The people
Grounded in campaign planning and implementation.
Ability to distribute social media and campaign skills and support.
Data and number crunching.
Support from leaders and front-line program staff to help interact and respond in timely and accurate way.

Building Program : Engagement model
You need one – what is it for your organization and needs
Identify how people fit into the model and work towards it in three or six month increments.
If captains in field – identify how many, who they might be, what they need to do.
Someone inside that is ultimately responsible for helping and resourcing leaders.

Building Program : Tools/Tactics
Offline events/meetups that build engagement over time.
What to track and report on weekly? Identify three things and report on that to team or all staff.
Data collection and analysis. Be ruthless in measuring and learning.

Thanks and let us know what you think
Shayna Englin
shayna@englin.net
@sbenglin
Apollo Gonzales
agonzales@nrdc.org
@apollogonzales
Ted Fickes
tfickes@gmail.com
@hayduke
#evaluation
TEXT
Text #11NTCboots to 69866.
ONLINE
Use #11NTCboots at
http://nten.org/ntc/eval
Session Evaluations
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These Boots are Made for Organizing, Not Just Facebooking

by Ted Fickes on Mar 01, 2011

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These Boots are Made for Organizing, Not Just Facebooking Presentation Transcript