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Digital Activism Strategy Mary Joyce | Oslo, Norway | October, 2011                                   Images: Ushahidi, Pr...
5 Strategic Decisions of Digital Activism   Message                Audience                Action               GoalWhat w...
5 Strategic Decisions of Digital Activism                                    Media choices come at the end.               ...
Types of AudiencesYou                                                   influence           Target                         ...
How to Make Media Choices         Attention               Access                 Best Media ChoiceEmail? Tweet? TV Spot? I...
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Digital Activism Strategy

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The 5 decisions of digital activism strategy, plus audience types and diagram of media decisions.

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Digital Activism Strategy

  1. 1. Digital Activism Strategy Mary Joyce | Oslo, Norway | October, 2011 Images: Ushahidi, Pro Publica Technorati, The Guardian
  2. 2. 5 Strategic Decisions of Digital Activism Message Audience Action GoalWhat will motivate The people (targets What needs to What the the audience to and allies) that need happen for the organization take the action to take that action organization to wants to achieve its goal achieve Specific Measurable Achievable Realistic Timely
  3. 3. 5 Strategic Decisions of Digital Activism Media choices come at the end. They can only be made after all other elements of the communications Media strategy are in place.The most effective Message medium for transmitting the message to the Audience audience Action Goal
  4. 4. Types of AudiencesYou influence Target Sometimes you can Audience influence the target directly e nc ue infl infl ue nc e Sometimes you need to mobilize Ally allies to help you. Audience
  5. 5. How to Make Media Choices Attention Access Best Media ChoiceEmail? Tweet? TV Spot? In-Person Meeting? Poster?

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