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Mobilize your cause: 12 steps to a successful cause campaign

JD Lasica
JD Lasica

First part of the Mobilize Your Cause Bootcamp, held at CUNY as part of Personal Democracy Forum 2010. This presentation covers: - 12 steps to mobilize your cause - some instructive cause campaigns, including charity:water, Tweet for a Cure, 93 Dollar Club, and the Greenpeace campaign against Nestle.

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Mobilize Your Cause!
   B   O   O   T   C   A   M    P

               Focus: Cause Campaigns
               Personal Democracy Forum




               JD Lasica	 	 	 	 	 	 	
               Founder, Socialbrite.org
               jd@socialbrite.org	
               June 2, 2010
Relax!

                                                     Creative Commons photo
                                                     on Flickr: “relaxation, the
                                                     maldivian way” by
                                                     notsogoodphotography




                 http://bit.ly/mobilize
  (all sites in this talk have been tagged for later retrieval)
Today’s hashtag




                                   Creative Commons
                                   photo on Flickr
                                   by Prakhar



    Tweet this talk! Hashtag: #pdf10
Handouts! Be happy!
It’s the ecosystem, stupid!
77% US adults are frequent social media users.*
Almost 1 million blog posts created per day; over 346 million
people globally read blogs
6 of top 10 websites in US are social sites (YouTube, Facebook,
Wikipedia, MySpace, Blogger, Craigslist)
Twitter: 120 million registered users; 300,000 new users a day;
180 million unique visitors a month
Flickr: 35 million people have posted &                       tagged
3 billion-plus photos
Wikipedia: 10 million users have contributed
YouTube: 2 billion videos streamed per day
Whenever someone opens a computer, 60% of time it’s for social
reasons
                                               *Nielsen Online, spring 2010
Facebook: Freaky growth
    Closing in on a half billion members
Ad

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Mobilize your cause: 12 steps to a successful cause campaign

  • 1. Mobilize Your Cause! B O O T C A M P Focus: Cause Campaigns Personal Democracy Forum JD Lasica Founder, Socialbrite.org jd@socialbrite.org June 2, 2010
  • 2. Relax! Creative Commons photo on Flickr: “relaxation, the maldivian way” by notsogoodphotography http://bit.ly/mobilize (all sites in this talk have been tagged for later retrieval)
  • 3. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this talk! Hashtag: #pdf10
  • 5. It’s the ecosystem, stupid! 77% US adults are frequent social media users.* Almost 1 million blog posts created per day; over 346 million people globally read blogs 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, MySpace, Blogger, Craigslist) Twitter: 120 million registered users; 300,000 new users a day; 180 million unique visitors a month Flickr: 35 million people have posted & tagged 3 billion-plus photos Wikipedia: 10 million users have contributed YouTube: 2 billion videos streamed per day Whenever someone opens a computer, 60% of time it’s for social reasons *Nielsen Online, spring 2010
  • 6. Facebook: Freaky growth Closing in on a half billion members
  • 7. Cultural norms of social media It’s not about the technology, it’s about connecting people. Premium on sharing Transparency Conversation expected Mistrust of traditional authority figures & marketers Instead: trust in peers, people like ourselves — even strangers Trust is easily gained and easily lost. Credit/attribution given Collaboration
  • 8. Types of cause campaigns 1. Raise awareness for your cause, build your organization’s authority 2. Grow a mailing/newsletter list 3. Sign up new members 4. Raise funds 5. Sign petitions or invite supporters to write letters 6. Find new volunteers or advocates 7. Attract new Twitter followers or Facebook “likers” 8. Enlist people to attend an event or What else? pledge to take an action 9. Ask people to create content on your behalf
  • 9. Dream cause campaigns charity:water supporters raised $250,000 through Twestival. Red Cross’s Text Haiti campaign raised $32 million. Oxfam UK received $50,000 via link in YouTube video posted day after Haiti quake. Visible Children Scholarship Program: 700 kids in Uganda receiving scholarships & mentoring.
  • 10. Care2 (if you have $$) Effective advocacy campaigns Matt Shepard Act Protecting Oregon’s Starbucks helps Ethiopian to prevent hate crimes forests coffee farmers
  • 11. 12 steps to mobilize your cause 1. First, listen and observe. Engage before the Ask. 2. Set clear goals & define metrics to measure 3. Define a clear theme 4. Frame it with a personal story 5. Create a simple call to action 6. Be transparent, create a conversation hub for participants 7. Give your campaign social love handles 8. Consider a mobile component 9. Identify & enlist evangelists 10. Create ongoing mini-actions & provide updates 11. Use immediacy: Headlines & deadlines 12. Measure results, reconnect, refine, refresh
  • 12. 1. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your cause. Choose from Google Reader, Feedly (left) or Netvibes, supplemented by a Twitter monitoring service. See your handout! How to set up a Monitoring Dashboard
  • 13. 2. Set goals, map metrics Goals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Increase comments on blog avg. # comments/post Increase website visibility increase in traffic or linkback #s Increase positive mentions mentions in social networks of brand or campaign Have visitors stick around stick rate Increase virality of content # of shares Get people to take action # of petition signatures Attend an event # of registrants, year over year
  • 14. 3. Define a clear theme Boil down your cause to a strong, single sentence Share Our Strength: End childhood hunger in America ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need Hope Blooms: Get kids adopted
  • 15. 4. Tell a personal story Use videos or photos for maximum impact invisiblepeople.tv
  • 16. 5. Create a call to action Inspire people to act with clear, motivating steps
  • 17. 6. Create conversation hub Where will you engage with supporters? Your blog Community site (WiseEarth) Facebook Social hub (Change.org) Twitter Contest site (Giving Challenge)
  • 18. 7. Social love handles Turbo-charge your campaign with plug-ins, widgets
  • 19. 8. Consider mobile GoodGuide.com: Users can use iPhone app to see if a product is healthy, environmentally friendly & socially responsible. This American Life: Facebook widget & text to give
  • 20. 9. Enlist evangelists Use your listening post to identify high-value influencers in your subject area Establish a rapport and only then reach out Scope out Twitter Lists that intersect with your cause Connect with other social media influencers through their blogs and other venues
  • 21. 10. Create mini-actions America’s Giving Challenge: Daily winners
  • 22. 11. Use immediacy Headlines & deadlines: Play off the news & use a hard stop date
  • 23. 12. Measure, refine, refresh Measure results, follow up, recalibrate, relaunch http://dashboard.imamuseum.org/
  • 24. Campaigns with impact Cause It’s My Birthday: Microsite Equality California: Wedding registry SMA: Tweet for a Cure 93 Dollar Club: Facebook charity:water: Website, blog, Twitter, video updates, Google Earth Ric O’Barry, “The Cove” Greenpeace & Nestlé We’ll discuss other campaigns in Tools session
  • 25. CASE STUDY Cause it’s my birthday $19,000 for malaria nets in rural Ghana
  • 26. CASE STUDY No on 8 Wedding Registry 1,700 couples raised $1 million+ for Equality California
  • 27. CASE STUDY Spinal Muscular Atrophy Slide show on Photobucket
  • 28. CASE STUDY Tweet for a Cure 2,000 people have tweeted reaching 1.6 million followers http://gwendolynstrongfoundation.org/twitter
  • 29. CASE STUDY 93 Dollar Club Grassroots serendipity: $83,000+ to fight hunger
  • 30. CASE STUDY charity:water & Twestival http://www.charitywater.org/projects/map/
  • 31. CASE STUDY Greenpeace & Nestlé Nestlé’s Facebook Page, March 17, 2010
  • 32. CASE STUDY Greenpeace & Nestlé Nestlé Killer microsite
  • 33. CASE STUDY Greenpeace & Nestlé Boycott Nestlé pages on Facebook
  • 34. CASE STUDY Greenpeace & Nestlé Greenpeace bought Google AdWords like “chocolate”
  • 35. CASE STUDY Greenpeace & Nestlé Nestlé partners with Forest Trust
  • 36. Following up JD Lasica, Socialbrite.org email: jd@socialbrite.org Twitter: @jdlasica Katrin Verclas, MobileActive.org email: katrin@mobileactive.org Twitter: @katrinskaya Resources at bit.ly/mobilize Bookmarks at delicious.com/socialmediacamp/mobilize