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New Media Track - Part 1

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Part 1 of the New Media Track at the Immigrant National Convention in Montgomery, Alabama.

December 16, 2011

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New Media Track - Part 1

  1. 1. New Media Track December 16 & 17, 2011 Nicole Cairns & Allie CarterReform Immigration FOR America online team
  2. 2. Welcome to theNew Media Track!
  3. 3. Meet your trainers!Nicole Cairns Garlin GilchristOnline Director, Reform Immigration FOR America National Campaign Director, MoveOn.orgContact: ncairns@communitychange.org Contact: garlin@garlin.orgAllie Carter Nathan RyanNew Media Associate, Reform Immigration Online Advocacy Manager, Illinois Coalition for FOR America Immigrant and Refugee RightsContact: acarter@communitychange.org Contact: nryan@icirr.org 2011 Immigrant National Convention
  4. 4. Why Are We Here Today?PURPOSE:- Train and review tools, best practices and case studies of new media to reinforce the connection between online and offline organizing and how it relates to our issue-based and electoral work.OUTCOMES:- Develop campaign planning skills and begin to brainstorm ideas for issue-based and electoral online organizing campaigns together.- Start building relationships with online organizers from other states/organizations for future collaboration.PROCESS:- 4 trainers, 3 sessions, 2 breakouts.
  5. 5. What to expect from today’s trackWhat this session is: What this session isn’t:• Overview of online • Social media training organizing tools, including RI4A lists on email and SMS • Discussion on building lists• Exploring issue-based and electoral online organizing • Planning your localized campaigns issue-based or electoral campaigns• Devising scenario-based strategies for online organizing 2011 Immigrant National Convention
  6. 6. OverviewOver the next three sessions, we’ll answer thefollowing questions: 1. What do online organizing campaigns look like? 2. How do you plan an issue-based online campaign? 3. How do you support election-based strategies with an online campaign?
  7. 7. Themes-What tools are available for onlineorganizing and how to best use those tools-Tying online tactics into traditionalorganizing tactics-Lifting up local narratives of injustice on alarger scale
  8. 8. WHAT IS ONLINE ORGANIZING?
  9. 9. The basics:Online organizing is online communication, outreach, and mobilization that allows individuals to take part in your work, as a complement to traditional organizing.
  10. 10. Who’s Online?From the Care2 blog, October 2011 –Facebook:o 143 million monthly US userso 55% female, 45% maleo 27% under 18, 42% 18-34, 20% 35-49, 12% 50+o 75% Caucasian, 13% African American, 5% Asian, 6% Hispanic, 1% OtherTwitter:o 5th most popular site in the USo 55% female, 45% maleo 18% under 18, 45% 18-34, 24% 35-49, 14% 50+o 69% Caucasian, 16% African American, 3% Asian, 11% Hispanic, 1% OtherYouTube:o 145 million monthly US userso 50% female, 50% maleo 26% under 18, 36% 18-34, 22% 35-49, 16% 50+o 65% Caucasian, 13% African American, 7% Asian, 14% Hispanic, 1% Other
  11. 11. Why should you do online organizing?Reach large, new audiences Affordable, but not easy• Find your audiences where • Most online campaigns only they are. cost staff time. Majority of• Reach new audiences when tools are free or low-cost to campaigns go viral and/or get use and maintain. heavily shared/earned media. • Online duties shouldn’t• Provide safe spaces for your automatically be handed off to audience to interact with you and others in the same an intern or low-ranking staff situation. member.• Communicate instantly with • Should be cultivated within people interested in your larger organizational strategies cause and/or need your help. and goals, communications. 2011 Immigrant National Convention
  12. 12. Where have we seen successful online organizing?The It Gets Bettercampaign.-Started as a video onYouTube by nationalcolumnist Dan Savage.-Responses fromPresidentObama, StephenColbert, thousandsothers.-More than 3 millionviews on YouTubepage, model for Google’snational TV campaign. 2011 Immigrant National Convention
  13. 13. Where have we seen successful online organizing?The 2009 Iranelection protests.-Protests broke out in Tehran;government blocked internetaccess to limitcommunications betweenactivists.-Activists used their phonesand documented the protests,communicate with each otherthrough Twitter and YouTube.-People around the worldfollowed #iranelection onTwitter to get real-timeupdates and photos/video.-Frequently billed as the“Twitter Revolution”. 2011 Immigrant National Convention
  14. 14. Where have we seen successful online organizing?Occupy Wall Street andother protests acrossthe US.-Originated in a blog post onAdbusters’ website in July 2011.-Started as a mini-sit in on WallStreet. Protests have occurred inevery state, in dozens ofcountries, and on 6 continents.-Real-time tweeting, videocapturing, and photosharing havepropelled the movement andinspired others to join.-Support campaigns likehttp://westandwiththe99percent.tumblr.com/ have popped up. 2011 Immigrant National Convention
  15. 15. Why were these campaigns successful? 2011 Immigrant National Convention
  16. 16. Why these campaigns were successful:• Used technology to • Using online tools allow capitalize on a key people to document moment in time. actions, add commentary, and tell• Compelling their stories. content, dispersed across multiple • Campaigns are channels spread authentic, original, and messages quickly. creative. 2011 Immigrant National Convention
  17. 17. WHAT TOOLS SHOULD YOU USEFOR ONLINE ORGANIZING?
  18. 18. Social Media 2011 Immigrant National Convention
  19. 19. FacebookUse Facebook for sharing dynamic content with your followers. Facebook allows youto post photos and videos, link to other organizations, and communicate with peopleinstantly. When the DHS announcement was made in August, we used our Facebookpage as a forum to let people from our online community to ask questions about thedetails of the change. 2011 Immigrant National Convention
  20. 20. TwitterConnect with people talking about the issues youre interested in andrespond to them instantly. 2011 Immigrant National Convention
  21. 21. YouTubeDocument actions, testimonials from your community, and promote on socialmedia channels. If you have a smart phone, you can upload videos instantly.Other flipcams or hand-held cameras make it easy to export videos and uploadthem quickly. 2011 Immigrant National Convention
  22. 22. Email CommunicationsWhat can email communicationsdo for your campaign?-Drive people to yourwebsite, social media channels.-Communicate with whole listwith one foul swoop-Use targeting to segment yourmessages (city, legislative district)Other e-mail tools:-Petitions-Letters to the Editor-Click to Call-Donations 2011 Immigrant National Convention
  23. 23. SMS (text messaging)CommunicationsWhat SMS can do for you:-Educate list on important issues in yourarea-Build crowds for events-Drive calls to legislators, electedofficials, and other targetsWho’s on the RI4A list?-87,667 English speaking subscribers-91,109 Spanish speaking subscribersWhat you have access to:-Email and SMS lists built by RI4A andFIRM groups throughout 2010-Messaging cities or states about issuesyou’re working on-Printouts of lists for cold-calling, otherorganizing workWhat you don’t have access to:-Uploading lists into outside databases-Sending national alerts about local issues 2011 Immigrant National Convention
  24. 24. Accessing the RI4A ListFIRM members have access to use the RI4A SMS list to drive calls, build crowds, reruitvolunteers and communicate with members in their communities/states. RI4A staffare working on a system to share names and can talk about FIRM members outside ofthe training. Non-FIRM members can work with RI4A to promote messages to the“lists” (events, actions). 2011 Immigrant National Convention
  25. 25. Mini Case Study:RI4A working in Alabama- Came to Alabama to help out in October - Worked with organizers, national and ACIJ - Promotion of text number at radio stations - Produced fliers/posters for the Coalition- Our working with organizers on the ground and helping ACIJ build an online organizing plan and social media presences. Trained staff on how to use and maintain online work. - June 2011: 689 subscribers - October 2011: ~1,000 subscribers - Today: 2,321 and growing- People now receive alerts catered to their community and how they can learn more about their rights and help repeal HB56. 2011 Immigrant National Convention
  26. 26. What can/can’t these tools do?CAN CAN’T- Message large quantities of - Replace actual organizers people interested in our and face-to-face meetings cause(s) at once with community members- Creatively engage supporters in new ways and let community members interact with one another- Connect local stories to national figures/media 2011 Immigrant National Convention
  27. 27. If you’d like to talk more about accessing the RI4A list and how the listcan benefit your organization…Contact Nicole Cairns at ncairns@communitychange.org or Allie Carter atacarter@communitychange.org. 2011 Immigrant National Convention
  28. 28. CASE STUDIES OFONLINE ORGANIZING
  29. 29. KEY TAKEAWAYS
  30. 30. Key Takeaways• Sharing our stories through online/offline can result in huge outcomes: policy changes, ousting elected officials• Online tools should compliment offline organizing strategies and campaigns• Online organizing has permeated our culture and become a significant method for organizing for progressive action.• Usage of online organizing can bring people together in new communities to share their stories, connect, and build power together
  31. 31. HAVE A QUESTION?
  32. 32. Thanks for coming to the session!Have questions? Contact us!Nicole Cairns, Online Director, RI4A – ncairns@communitychange.orgAllie Carter, New Media Associate, RI4A – acarter@communitychange.orgGarlin Gilchrist, II, National Campaign Director, MoveOn.org – garlin@garlin.orgNathan Ryan, Online Advocacy Manager, ICIRR – nryan@icirr.org 2011 Immigrant National Convention

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