DIGITAL ACTIVISM STRATEGY  THE CASE OF OCCUPYWISHLIST.ORG Mary Joyce | Columbia University | October 2011   Note: presenta...
3 STRATEGIC DECISIONS   Goal What theorganization wants to  achieve
3 STRATEGIC DECISIONS   Goal What theorganization wants to  achieve               •an older organization               •di...
3 STRATEGIC DECISIONS1. support #OWS2. benefit MoveOn   Goal What theorganization wants to  achieve
3 STRATEGIC DECISIONS1. support #OWS2. benefit MoveOn                       Assets   Goal What the                   What a...
3 STRATEGIC DECISIONS External                      Internal  Allies                   Resources           Review Human an...
3 STRATEGIC DECISIONS  External                       Internal    Allies                       Resources#OWS supporters   ...
3 STRATEGIC DECISIONS1. support #OWS    1. sympathizers (donors)2. benefit MoveOn   2. occupiers (recipients)              ...
3 STRATEGIC DECISIONS1. support #OWS    1. sympathizers (donors)2. benefit MoveOn   2. occupiers (recipients)              ...
3 STRATEGIC DECISIONS            Time/          Resources      Ally            Org’s    Media             Media   Attentio...
3 STRATEGIC DECISIONS                Resources              coders and developers    Twitter   Attention                  ...
3 STRATEGIC DECISIONS                              Resources                            coders and developers             ...
3 STRATEGIC DECISIONS1. support #OWS    1. sympathizers (donors)                                              Occupy Wish ...
3 STRATEGIC DECISIONS1. support #OWS    1. sympathizers (donors)                                              Occupy Wish ...
IMPLEMENTATION  BUILDING THE SITE
IMPLEMENTATION  BUILDING THE SITE
IMPLEMENTATION CONTACTING ALLIES
THE BACKLASHKNOW YOUR ALLIES
THE BACKLASH                                                        KNOW YOUR ALLIESHTTP://WWW.RITHOLTZ.COM/BLOG/2011/10/M...
EVALUATION                      IS OCCUPY WISH LIST A SUCCESS?only 5 new items,2 new donors,and 2 new occupysites added al...
STRATEGIC LESSONS     Goal                      Assets                          Action1. MoveOn had a clear strategic proc...
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Digital Activism Strategy: The Case of OccupyWishList.org

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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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