Moving People to Action. Presented by Jesse Luna at the Center for Nonprofit Management's Social Media Day at Antioch University on March 19, 2012. @Jesseluna on Twitter, www.socialactionweb.com.

1. Moving People to Action
March 19, 2012
Center for Nonprofit Management
Social Media Day LA
Jesse Luna, SEIU Local 721 Communications Specialist
@jesseluna on Twitter * socialactionweb.com
www.seiu721.org * www.facebook.com/seiu721 * http://twitter.com/seiu721

2. In the Past Year
(Mass Media View)
• Occupy Wall Street
#OWS
• Facebook Dominance
• Social Good through
Social Media
• KONY2012

3. What Does It Mean to
Move People to Action?
Offline Online
tactics + tactics

4. Enhancing with Social Media
Offline tactics Online tactics
• One-on-ones • Email
• Letters • Petitions
• Phone calls • Websites
• Flyers • Texting
• Canvassing • Blogs
• Letters to the
Editor • Social media sites
• Press – Facebook
release/media – Twitter
outreach – YouTube
• Online document
sharing
• Online chats

5. Moving People to Action
To move people to action,
online activities should all
focus on list growth.

6. ABC
• Focus on the ABC
Always Be Collecting
• Personal email addresses
• Metrics (including A/B testing)
• Cell phone numbers
• Permission to email & text

7. Case Study: Keeping Libraries Public
Goal: Supporting
public services in
our community
• Public libraries
• Our LA Zoo

8. Offline & Online
Offline Tactics Online Tactics
• Sacramento rally • Microsite
• One-on-ones
• Flyers • Petition
• “Privatization • Online flyers
Beast” (eats • Facebook
libraries)
• Informational • Twitter
meetings • Online video
• Media outreach

9. Microsite
Petition
5,000+
Signatures
List of
Supporters
YouTube video shares the story
(350,000+ views)

10. Flyers Online
• Scribd.com
• Allows for easy
sharing on
Facebook and
other social
networking sites

11. Online Video
• YouTube video on Microsite
• Sharing video community
events and City Council
meetings
• Individual videos of the
Privatization Beast on the
loose
Blogs Magazine sites
Twitter Facebook

12. Moving People to Action
What mass media thinks we do What our funders think we do online
What Mass Media
thinks we do
What we think we do What we really do

13. Thank you!
• Questions?
• One more thing…

14. Download this Presentation Now
1. Scan this QR code
• Go to http://slidesha.re/smday-action