2. CC Summit, 2015-10-16
• Diffuse interest countering a concentrated
• Sorry to break it to you folks, but copyright policy
is not, by default, very interesting to mere
• The irrational arguments against sensible policy
can feel very strong
– Starving artists!
– That's stealing!
3. CC Summit, 2015-10-16
Theory of change
“I am increasingly convinced that the
difference between effective and ineffective
people is their skill at developing a theory of
change.” –Aaron Swartz
Move backwards from the outcome you
want, not forwards from what you know
4. CC Summit, 2015-10-16
Not always explicit, but it can help!
Will “awareness” drive policymakers to
make better decisions?
Can public pressure convince a platform to
implement better policies?
Will a well-placed message or anecdote
reframe the debate?
5. CC Summit, 2015-10-16
OR do we really need something less
glamorous, but just as important? Is it just
about making sure the right people hear
the right thing at the right time?
Not every campaign has to be a blow-out
7. CC Summit, 2015-10-16
We don't collect more data than necessary
or use “tricks,” so our absolute numbers
may be lower
BUT we can really embrace the sharing
ethos, and our campaign messages spread
further than we could push it
8. CC Summit, 2015-10-16
What did we need from our
Deploy attractive web pages quickly that
explain issues and urge users to action
Contacting legislators, signing a petition,
picking up the phone, tweeting a
Control as much of the stack as possible,
after SOPA headaches
9. CC Summit, 2015-10-16
*an aside on tweeting
Often lumped in with “clicktivism,” but
let's talk theory of change!
Lawmakers still frequently check their
own Twitter accounts, and a few well-
placed tweets matter
It comes up in hearings! It's wild!
16. CC Summit, 2015-10-16
What about social media?
Awareness-raising and messaging efforts
are totally valid and can be exciting
Where do we do these? Follow Sutton's
Law, and go to the platforms people use
But prepare to invest time. It takes effort
to meet people where they are.
17. CC Summit, 2015-10-16
Images, images, images. Current trend is
Look at how SOPA coverage unfolded!
Think about theory of change. Right now,
you can ask yourself the Snowden
18. CC Summit, 2015-10-16
Really, can't overstate the importance of
knowing the platform. This is a cost of
You should be able to tell a story of who
will be taking part
19. CC Summit, 2015-10-16
EFF basically does not use hashtags.
Why? Well, for one thing, they make your
But also, you lose control of the arena.
And, they don't provide much value to the
people you're trying to convince
23. CC Summit, 2015-10-16
Other messaging guidelines
Think about the words you're using
– Can we avoid “intellectual property”?
– Do you mean copyright “protection”? Or do you mean
Verbs. Gotta love verbs. Especially action
First few characters before people stop
24. CC Summit, 2015-10-16
Big room discussion
Let's talk about campaigns or strategies or
tactics that you've led, worked on,
participated in, or just observed. Local and
regional are a big plus!
What worked, and what didn't?
What software or tech would have helped
you? How can we get that to you?