1.
Hybrid Civil Society
How New and Historic Networks
Collaborate for Change
Mary Joyce
YMCA Leadership Symposium
Claremont, CA | April 4, 2013
image source: ionetheurbandaily

2.
Let’s start with a story.
image source: WCHBNewsDetroit http://fora.tv/2013/03/05/Star_Jones_Talks_Justice_with_Trayvon_Martins_Mother video: 30-1:37

3.
image source:source: Change.org
image ionetheurbandaily

4.
The Facts

5.
February 26, 2012
George Zimmerman kills Trayvon Martin.
image source: logarchism.com

6.
February 27, 2012
George Zimmerman is
released without charge.
image source: sanfordpd.com

7.
A Tale of Two Campaigns

8.
Campaign 1
The Historic Network

9.
Benjamin Crump
Civil Rights Attorney
image source: NPR

10.
“They phoned the Rev. Al Sharpton almost instantly, and organized marches
with local civil-rights activists.”
- The Miami Herald
image source: trbimg.com, nyoobserver

11.
March 5, 2012
A local lawyer brought in publicist Ryan Julison to get the story in front of the media.
- Reuters
image source: trbimg.com, nyoobserver.com, Orlando Sentinel

12.
March 8, 2012
First press conference by Trayvon’s parents
image source: Orlando Sentinel

13.
March 8, 2012
CBS This Morning airs segment on Trayvon.
image source: CBS

14.
March 12, 2012
“Sanford Police Chief Billy Lee said there is no
evidence to dispute...George Zimmerman's
assertion that he shot 17-year-old Trayvon
Martin out of self-defense.”
- ABC News
image source: mintpress.net

15.
March 13, 2012
NAACP sends public letter to Department of Justice
image source: NAACP

16.
March 23, 2012
POTUS
http://www.hlntv.com/video/2012/03/23/president-barack-obama-talks-trayvon-martin

17.
What happened during these two weeks?
“no evidence
to dispute...
self-defense”

18.
Despite the CBS segment, media didn’t really picked up the story until the 3rd week
of March.
- Pews Center for Excellence in Journalism
Trayon Martin Shooting: Media Penetration
What kept the story alive
during the 2nd week of March?
image source: Center for Excellence in Journalism

19.
Campaign 2
The New Network

20.
March 8, 2012
Kevin heard about the case on the Howard University email listserv.
image source: Change.org

21.
March 8, 2012
He started a Change.org petition.
image source: Orlando Sentinel

22.
“It gave the growing number of people searching Google for ‘Trayvon Martin’ a place
to go, an action to take.”
- Matt Stempeck, Center for Civic Media

23.
March 19, 2012
Three bloggers hear about the petition and decide to host a Million Hoodie
March to encourage signatures. They announced the march on YouTube.
image source: https://www.youtube.com/watch?v=JPDNic9mbC0

24.
March 20, 2012
Other online progressive networks amplified the video and the event.
image source: DailyKos

25.
A Facebook event page makes the details accessible and shareable.
image source: Facebook

26.
March 21, 2012
Turnout was impressive.
image source: Flickr/Time Schreier

27.
On that day, the petition did reach 1 million signatures.

28.
Twitter - particularly celebrities with lots of followers - were also important in
keeping the story alive that week. Change.org did active outreach.
- Matt Stempeck, Center for Civic Media
image source: Matt Stempeck

29.
As a point of comparison...
March 8, 2013
CBS This Morning reached 2.56 million viewers with their Trayvon segment.
March 20, 2013
MC Hammer reached 2.6 million followers when he tweeted about Trayvon.
image source: CBS, Twitter

30.
April 11, 2012
George Zimmerman is arrested.
image source: NPR

31.
Lessons

32.
We are living in a time
where civil society has a
hybrid form.

33.
On one side
Historic networks based on longterm
relationships and powered by
formal nonprofits.
On the other
Short-lived networks created by strangers
and powered by social media.

34.
Historic networks need to
learn how to engage the
power of new ones.

35.
They need to listen and adopt
effective innovations.
April 1
March 24
March 21 March 26

36.
They need to listen and adopt
effective innovations.

37.
The Trayvon Martin
campaign is a case study in
listening and adaptation.

38.
Trayvon’s parents began with traditional media and offline civil rights networks.
Hoodie symbol
came from the
digital campaign.
Great campaigns
are hybrid.
...so did the petition.
... but it was more successful because
the offline campaign adopted it.
image source: ionetheurbandaily image source: Change.org

39.
Adaptation is necessary
because historic networks are
no longer in control.

40.
People will not ask
permission to join
your cause.

41.
People will not ask
permission to join
your cause.
And you’ll be lucky that
they didn’t.

42.
You will not only need
to create coalitions
with other nonprofits

43.
You will also need to
engage with
passionate individuals.

44.
The first step is to listen.
These are great tools for
mass listening.

45.
You have more allies than
you realize.

46.
You have more allies than
you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall

47.
You have more allies than
you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall

48.
You have more allies than
you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall

49.
You are as powerful as the
network you inspire.

50.
Q&A

51.
Activity 1
The Story of the Keys

52.
Activity 1
The Story of the Keys
My new network:
1. friend in San Francisco
2. monks in Santa Barbara
3. FedEx
4. Internet (FedEx website)

53.
Activity 1
The Story of the Keys
My new network:
1. friend in San Francisco
2. monks in Santa Barbara
3. FedEx
4. Internet (FedEx website)
What was your lost keys moment?
What were your networks?

54.
Activity 2
Y Networks
Identify 1-3 new networks that might help your
work at the Y.

55.
Activity 3
Listening to Y Networks
How can you listen to these networks?

56.
Thank You
Mary Joyce
mjoyce@uw.edu
@mary_joyce