New Media Track - Part 2


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Part 2 of the New Media Track at the Immigrant National Convention in Montgomery, Alabama.

December 16, 2011

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New Media Track - Part 2

  1. 1. New Media Track December 16 & 17, 2011 Nicole Cairns & Allie CarterReform Immigration FOR America online team
  2. 2. New Media for AdvocacyWe have learned the components of an online campaign – now we willdiscuss what online campaigns look like in action.1. Basics of online organizing2. Creating a narrative and determining content3. Online and offline actions4. Targeting5. Reporting back and fundraising6. Break for questions7. Case study: Illinois Coalition for Immigrant and Refugee Rights8. Breakout exercise: creating a one-month calendar9. Report back and closing questions
  3. 3. Basics of Online OrganizingOnline organizing is onlinecommunication, outreach, andmobilization that allows individuals totake part in your work, as a complementto traditional organizing.- This includes recruiting, building up, turning out,and fundraisingOnline organizing has advantages:- dynamic- targeted- nimble- meeting people where they are
  4. 4. Creating a NarrativeWhat’s the story you want to tell?• Your communications should be guided by an overarching theme,goal, or message• Leave open moments for campaign moments to fit in to your arc asyour campaign progresses• Control your story – or someone else willDifferent channels will be best for differentcomponents of an overall story• What are the best ways to communicate on Twitter, Facebook, email,SMS alerts, YouTube, blog?
  5. 5. Content Analysis: What Goes In, What Comes OutFrom A List Apart:All of your content should be written and distributed withattention to your audience. Some pieces of content to keep inmind:- Press releases- Legal documents or white papers- Fundraising reports- PSAs, videos, and multimedia- Stories from individuals- Region- or state-specific information
  6. 6. Typesof Online Asks Donate Join a strategy conference call Crowdsource: a video, logo, slogan, design RSVP for an event Write a letter to the editor Write a blog post Make a call with a script Submit your story or photo Change your profile picture Leave a comment on a news article Take an online quiz Share with friends Download a document Sign an online petition Join us on Facebook or Twitter Sign up for emails
  7. 7. Connecting Online/OfflineConnecting with community Research local voices on Twitter,leaders blogsTurning out supporters for a Create Facebook event, asktown hall others to invite friendsDay of calls to a representative Ask followers to post as their status (or tweet bomb)Producing a radio ad Source stories from online outreach through crosspostingRecruiting school campus Target emails, Facebook posts tocoordinators young members 2011 Immigrant National Convention
  8. 8. Reaching Key Audiences with Targeting Targeting ensures that you can reach key audiences quickly, or test without reaching out to your entire membership - location, age, language, donation history, action history, length of time as a member, specific interests, or other qualifiers Example = RI4A house parties -Through SMS targeting, we organized 1,009 house parties in 45 states and Puerto Rico to join the call
  9. 9. Closing the Loop• Owning your victories• Acknowledging your defeats• Reporting back- For your members: inspiration and measured proof of effect- For your team: record of online campaign work for later reference, metrics and lessons- For grant proposals: demonstrate robust, creative online work
  10. 10. Online Fundraising: A Quick NoteSuccessful fundraising is honest,creative, and meaningful.- Clarity will make donors trusting- Creative asks will bring in new donors- Donors and potential donors need to feelsincerely feel engaged and appreciated
  11. 11. Case study: ICIRR’s campaign for the Illinois DREAM Act 2011 Immigrant National Convention
  12. 12. YOUTH 2011 Immigrant National Convention
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  19. 19. Social Media Communications Outside of Organizational Control 2011 Immigrant National Convention
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  22. 22. Breakout Exercise: IntegratingOnline and Offline Organizing Using the information on various new media tools, planning a narrative, defining your targets, and getting members more and more involved with your work, you will create a one month calendar around a rally at the state capitol: - Recruit volunteer organizers and rally attendees - Create necessary materials (signs, flyers, logos, Facebook profile pictures, etc.) - Record and document the work before, during and after the event - Determine a ladder of engagement to keep attendees involved with the organization after the event - Use moments of success as ways to fundraise - Anything and everything else! 2011 Immigrant National Convention
  23. 23. 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, – garlin@garlin.orgNathan Ryan, Online Advocacy Manager, ICIRR – 2011 Immigrant National Convention