Using Online Tools for Effective Organizing


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Social media and online advocacy tactics are receiving a lot of buzz, and for good reason. But, it is crucial in our work to restore the Great Lakes that we move beyond the buzz to identify the right tactics to meet campaign goals. Come find out about best practices for online mobilizing, learn about useful online tools, identify online tactics that will support your work, and see how technology is being used by conference participants like you to magnify the impact of the 7th Annual Great Lakes Restoration Conference.
Presentation by Jennifer Janssen, Senior Online Advocacy and Outreach Coordinator at the National Wildlife Federation.

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Using Online Tools for Effective Organizing

  1. 1. Using Online Tools for Effective Organizing Friday, October 149:00-10:20 a.m.Woodward Ballroom C<br />Jennifer Janssen National Wildlife FederationOnline Advocacy and Outreach Senior Coordinator<br />
  2. 2. Using Online Tools for Effective Organizing<br />Moving beyond the buzz<br />
  3. 3. What is Online Organizing?<br />Image:<br />
  4. 4. What is Social Media?<br /><br />
  5. 5. Why I Love Online Organizing<br />Reach<br />Engagement<br />Action<br />
  6. 6. Developing Online StrategyBest Practices<br />Goal driven<br />Audience-centered<br />Focused<br />Long-term<br /><br />
  7. 7. Start With a Numeric Online Goal<br />Cultivation<br />Recruitment<br />Petition volume<br />Public comments<br />Phone calls<br />LTEs<br />Event RSVPs<br />Fundraising<br />Image: Flickr / Nathan Forget<br />
  8. 8. Navigate the Hype <br />Use the right tools for the job<br />People, not tools achieve campaign goals<br /><br />
  9. 9. Know Your Audience <br />Do research <br />Use messaging that is compelling—to your supporters<br />Collect data <br />
  10. 10. Know your audience – National Wildlife Federation Example<br />
  11. 11. Think long-term<br />Ladder of engagement<br />Timing<br />Balance asks with cultivation<br />Investment<br />
  12. 12.  Online Tools & Tactics <br />Research<br />Cultivate<br />Activate<br />Market & Distribute<br />
  13. 13. Audience Research Tools & Tactics<br /> Survey<br /><br /><br />Google forms<br />Behavioral Data<br /> Email a/b tests<br /> Web stats<br />Listening <br />Google alerts/reader<br />Addictomatic<br />Search.twitter<br />
  14. 14. Cultivation Tools & Tactics<br />Home base<br />Website<br />Blog<br />Online community site<br />Offer “products”<br />Information<br />Access <br />Make a difference<br />Audience-centric<br />Interactive<br />Layered cake<br />Keep it fresh <br />Multi-channel marketing<br />Web, emails, e-newsletter, social media, web ads, mobile, etc<br />
  15. 15. Activation Tools & Tactics<br />Online petition<br />Call page<br />LTE page or alert<br />Event page or social site<br />Donation page<br />Target’s page<br />
  16. 16.  Online Petitions<br />Free<br /><br />Care2<br /><br />Cost<br />Convio<br />Salsa<br />Care2<br /><br />
  17. 17. Marketing or DistributionTools & Tactics<br /> Email blast<br />Action alert, e-news, invite<br />Convio, Salsa, etc.<br />BCCing<br />Listserves<br />Your webpage and blog<br />Features on your webpages<br />Social networking sites<br />Facebook, Twitter, etc.<br />Mobile<br />Mobile Commons<br />Web Ads <br />Google, Facebook<br />
  18. 18. Timing in Legislative Campaigns<br />Bill Movement<br />eNews story, blog post, social media<br />Final Vote<br />Phone bank<br />Post-Vote Accountability<br />Actionalert in email blast, social media<br />Post-Vote (without accountability)<br />eNewsstory, blog post<br />No Bill<br />eNewssStory, blog post, social media<br />Public Comment Period<br />Action alert<br />
  19. 19. Great Lakes Restoration ConferenceMarketing and Distribution <br />Live streaming<br />Live blogging<br />Images, interviews, responses, tweets<br />Targeting decision-makers<br />Expanded access<br />Crowd sourcing<br />#healthylakes<br />Email content<br />
  20. 20. Develop an Online Plan<br /> 1 Campaign or organizational goal<br />+ 1 Online goal<br />+ 1 Audience<br />+ Realistic capacity<br />+ 1-3 online tactics & tools<br />= A strong plan.<br />Create a plan, share with your group, & report back.<br /><br />
  21. 21. Spread the word!<br /> Wireless: <br />Choose “Woodward Prefunction” and use passwordHOW11<br /> <br />Conference website:<br /> <br />Email us photos, comments, tweets or video & we will post online:<br /> <br />On Twitter? Use the hashtag:#healthylakes<br />