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Digital Activism Strategy: The Case of OccupyWishList.org

Presents a Goal > Assets > Actions framework for digital activism strategy while using the Occupy Wish List website as an example.

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Digital Activism Strategy: The Case of OccupyWishList.org

  1. DIGITAL ACTIVISM STRATEGY THE CASE OF OCCUPYWISHLIST.ORG Mary Joyce | Columbia University | October 2011 Note: presentation based on public information, I have not spoken directly with MoveOn or #OWS
  2. 3 STRATEGIC DECISIONS Goal What theorganization wants to achieve
  3. 3 STRATEGIC DECISIONS Goal What theorganization wants to achieve •an older organization •did not start #OWS but shares goals •hopes to support #OWS and benefit itself
  4. 3 STRATEGIC DECISIONS1. support #OWS2. benefit MoveOn Goal What theorganization wants to achieve
  5. 3 STRATEGIC DECISIONS1. support #OWS2. benefit MoveOn Assets Goal What the What assets can theorganization organization work wants to with to help it achieve achieve its goal?
  6. 3 STRATEGIC DECISIONS External Internal Allies Resources Review Human and Material Assets
  7. 3 STRATEGIC DECISIONS External Internal Allies Resources#OWS supporters coders #OWS occupiers developers MoveOn supporters social media presence Review Human and Material Assets
  8. 3 STRATEGIC DECISIONS1. support #OWS 1. sympathizers (donors)2. benefit MoveOn 2. occupiers (recipients) 3. coders Goal Assets What the What assets can theorganization organization work wants to with to help it achieve achieve its goal?
  9. 3 STRATEGIC DECISIONS1. support #OWS 1. sympathizers (donors)2. benefit MoveOn 2. occupiers (recipients) 3. coders Goal Assets Action What theorganization What assets can How can the wants to the organization organization best achieve work with to help use its assets to it achieve its goal? achieve its goal? Specific Measurable Achievable Realistic Timely
  10. 3 STRATEGIC DECISIONS Time/ Resources Ally Org’s Media Media Attention Access Best Media Action
  11. 3 STRATEGIC DECISIONS Resources coders and developers Twitter Attention Access sites,Twitter, FB
  12. 3 STRATEGIC DECISIONS Resources coders and developers Twitter Attention Access sites,Twitter, FBAction: Build custom site to crowdsource supplies for #OWS and collect email addresses, promote on Twitter
  13. 3 STRATEGIC DECISIONS1. support #OWS 1. sympathizers (donors) Occupy Wish List2. benefit MoveOn 2.occupiers (recipients) website 3. coders Goal Assets Action What the What assets can theorganization How can the organization work organization use wants to with to help it achieve its assets to achieve its goal? achieve its goal?
  14. 3 STRATEGIC DECISIONS1. support #OWS 1. sympathizers (donors) Occupy Wish List2. benefit MoveOn 2.occupiers (recipients) website 3. coders Goal Assets Action Implement What the What assets can theorganization How can the organization work organization use wants to with to help it achieve its assets to achieve its goal? achieve its goal?
  15. IMPLEMENTATION BUILDING THE SITE
  16. IMPLEMENTATION BUILDING THE SITE
  17. IMPLEMENTATION CONTACTING ALLIES
  18. THE BACKLASHKNOW YOUR ALLIES
  19. THE BACKLASH KNOW YOUR ALLIESHTTP://WWW.RITHOLTZ.COM/BLOG/2011/10/MOVE-ON-TRIES-TO-CO-OPT-THE-PROTESTS/
  20. EVALUATION IS OCCUPY WISH LIST A SUCCESS?only 5 new items,2 new donors,and 2 new occupysites added all day(Oct. 26)
  21. STRATEGIC LESSONS Goal Assets Action1. MoveOn had a clear strategic process (matching goal to digital action).2. Their implementation (site construction and promotion) was strong.3. They just didn’t understand their allies well enough. They forgot the fierceindependence of #OWS.4.This misjudgment was a critical blow to their digital activism tactic.

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