Online PR: Political Advocacy on the Web

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Online PR: Political Advocacy on the Web

  1. Online PR: Political Advocacy on the Web
  2. <ul><li>Presentation </li></ul><ul><li>Players </li></ul><ul><li>Activities </li></ul><ul><li>Environment </li></ul><ul><li>Numbers </li></ul><ul><li>Action </li></ul><ul><li>Tools </li></ul><ul><li>Trends </li></ul><ul><li>Examples </li></ul>
  3. Players
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  16. Activities
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  24. Environment
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  30. Digital Advocacy
  31. Result Content
  32. Conversation
  33. Community
  34. Citizens
  35. Chaotic
  36. Captivating
  37. Connections
  38. Confrontation
  39. Copy
  40. Collaborating
  41. Chief
  42. Contributions
  43. Champion
  44. Numbers
  45. US Internet Users ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
  46. Online Use Next 5 Years Teens = 21% increase
  47. Online Use Next 5 Years Adults = 50% increase
  48. Online Use Next 5 Years Ages 3-11 = 61% increase
  49. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
  50. Action
  51. Offline Drives Online = Online Drives Offline
  52. Participation Engagement
  53. Integration Addition Accumulation
  54. Communicate Communicate Communicate Reinforce the Message
  55. Maximize Content Event Audience Opportunity
  56. Learn Search Hear Discover Understand Fail
  57. Ideas
  58. Start Early
  59. Build to scale
  60. Measure success + failure
  61. Easy to Find + Easy to Forward
  62. Play where your supporters are – not where you think they are
  63. Channel online enthusiasm into specific, targeted activities that further campaign goals
  64. Integrate online advocacy into every element of the campaign
  65. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
  66. Group Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Campaigning Instant Messaging + Tweeting Contributing Running More Proactive
  67. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
  68. Tools
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  72. Start Here Secure Name Secure Themes Think Creative
  73. Bulletin Board Groups vs. Pages Events Search Status Updates More Formal
  74. Professional Serious Business Organization Profile Groups Sub-Groups Status Updates
  75. Dedicated Channel(s) Search Tags Share Multiple Videos 2:30 minutes
  76. Word Press Blogger Regular Commentary News Graphs Photos/Video
  77. Real Time Web Instant Web Rapid Reporting Search search.twitter.com Micro-Blog Target Reporters + Influentials Develop Dialogue
  78. Share This Easily share content Analytics
  79. StumbleUpon.com Browse Interests Discover Content Community Target Audiences
  80. Photos Community Search Tags Share Edit
  81. Event Planning Event Invitations Event Attendance Payment System Share
  82. 90% Within three feet of their cell phones 24 hours a day Read their text messages
  83. Analysis Speared Reach Search Schedule Multiple Accounts
  84. # Hashtags Twitter Alerts Search
  85. Spread + Amplify Reach Update + Manage Multiple Social Networks + Sites
  86. Trends
  87. Americans spend 8 hours a day looking at and interacting with screens
  88. In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
  89. Today’s college classroom
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  91. Movable Press + Printing Press Telephone Motion Pictures Television
  92. &quot;In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you look at their site, their online videos, their online ads, everything they did, it wasn't about 'me, myself and I.' It was about 'we' and 'us.’” Mindy Finn, Republican political operative
  93. Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, &quot;Ms. Smith, thanks for your $50 donation four years ago--and for attending the Joneses' party on the environment. Care to call voters in Ohio to help reelect President Obama? Oh, and your neighbor Mrs. Jensen couldn't get to the polls in 2008. Think you could give her a lift on Election Day?“ MIT Technology Review
  94. Amateur Amped voices Receive real time knowledge that is actionable More Social = Less Email “ Live Connections” Location = where you go is more valuable than what you search Twitter applications Mashups Cameras + Video everywhere
  95. Examples
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  113. Marc A. Ross [email_address] @marcaross @microadvocacy +1 (703) 598-3242 Blog: advocacytwopointzero.com Web: 2ndsix.com

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