Using Story and Narrative to Engage    People And Create Change     Judith Freeman     New Organizing Institute
Story, Structure, Strategy Series • Intro Judith and New Organizing Institute • Intro to new media • Overview of engagemen...
New Organizing Institute         www.neworganizing.com
Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story ...
History of Online Organizing       1999                      2004          20071995             2003                   200...
What is “New Media”?                 Conversational  Broadcast
“Top Down”
“Peer to Peer” -or- “Many to Many”
Peer to peer or Networks with Structure
The Changing Media EcosystemMessageor Video                       Credit: Larry Huynh, Blackrock Associates
The Changing Media EcosystemMessageor Video           Online Media                          • Email supporters            ...
The Changing Media Ecosystem                                                                                      Media   ...
Pause for Questions • Please write any questions you have into the box on   the right-hand side of the webinar tool.
Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story ...
Engagement Organizing• Building power through campaigns• Aspirational Narrative• Empower and engage as many people as poss...
Build Power through Campaigns
Story and Narrative Arc
Story Overview• Public Narrative - Story of Self, Us, and Now• Using new media to tell the story and engage• Telling the s...
Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story ...
CREATING SHARED STORY:STORY OF SELF, US & NOWIf I am not for myself, who will be for me?When I am only for myself, what am...
CHALLENGES & VALUES     What do we want to change in the world?     What values motivate us as a community?What images mak...
STORY OF US & NOWAsk Us to Make a Strategic Choice   What are we asking people to do?What choice do people need to make to...
HOPEFUL OUTCOME    What will be different if we make change?   How do we know we can make that change?       Where does ou...
Follow Up• Tell people how things are going with the campaign• This is a campaign, keep them informed about the  ultimate ...
Pause for Questions • Please write any questions you have into the box on   the right-hand side of the webinar tool.
Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story ...
Example of Online Engagement with Story               www.boldprogressives.org
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Questions?New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing
Public Option Case Study
Public Option Case Study
Public Option Case Study
Public Option Case Study
Public Option Case Study
Public Option Case Study
Public Option Case Study
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Public Option Case Study

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  • NY Times – Students Created Online Organizing – in response to Moveon.org – Techies in silicon valley, moveon from Lewinski scandal. Eventually created petition site. Dean for America – The Bat – His campaign brought political online org, Kerry Campaign Redstate – 2004 – Conservative Blog Facebook – 2004 Youtube Step it up – Students from Middlebury and a prof wanted to create an online movement for climate change. Huge list, lots of offline work Obama Campaign  OFA Rebublican loss  Rebuild the party
  • How many people have gone to a newspaper? How many of your Gatekeeper for message.
  • New media doesn’t change the gatekeepers, but it gives us a way around the gatekeeper, so that the new media ecosystem is composed of both traditional media and “conversational” media outlets Joe Wilson and Rob Miller
  • Greatest power comes from gatekeepers AND new media folks
  • Now lets brainstorm with our story of now. What are some of the urgent challenges facing the immigrant community?
  • But we cant just leave it with the challenges. That would be paralysizing. As leaders, we need to be able to move people to action and what moves people to action? EMOTION. We need to tap into the emotion so that hope can conquer fear. We need to be able to paint a hopeful vision- one that we invite others to join in making possible. Close your eyes- imagine immigration reform has passed. (10 seconds) open your eyes. What did you see?
  • Public Option Case Study

    1. 1. Using Story and Narrative to Engage People And Create Change Judith Freeman New Organizing Institute
    2. 2. Story, Structure, Strategy Series • Intro Judith and New Organizing Institute • Intro to new media • Overview of engagement organizing • Story • Public Option Campaign Example
    3. 3. New Organizing Institute www.neworganizing.com
    4. 4. Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story • Public Option Campaign Example
    5. 5. History of Online Organizing 1999 2004 20071995 2003 2005 2008 Dean for America
    6. 6. What is “New Media”? Conversational Broadcast
    7. 7. “Top Down”
    8. 8. “Peer to Peer” -or- “Many to Many”
    9. 9. Peer to peer or Networks with Structure
    10. 10. The Changing Media EcosystemMessageor Video Credit: Larry Huynh, Blackrock Associates
    11. 11. The Changing Media EcosystemMessageor Video Online Media • Email supporters • Blog outreach • Live-blogging • Online Google ads • Social networking Credit: Larry Huynh, Blackrock Associates
    12. 12. The Changing Media Ecosystem Media increases coverage Allies email theirMessage Pow ownor Video supporters er Online Media – Video, Blogs Blogs build • Email supporters more buzz & deepen • Blog outreach story • Live-blogging • Online Google ads • Social networking Credit: Larry Huynh, Blackrock Associates
    13. 13. Pause for Questions • Please write any questions you have into the box on the right-hand side of the webinar tool.
    14. 14. Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story • Public Option Campaign Example
    15. 15. Engagement Organizing• Building power through campaigns• Aspirational Narrative• Empower and engage as many people as possible• Respecting people as full people• Focusing on winning• Assembling all available tools and trusting leaders to use them well• Ongoing learning and coaching• All groups of people already have the leadership capacity they need or can develop it through the practice of organizing
    16. 16. Build Power through Campaigns
    17. 17. Story and Narrative Arc
    18. 18. Story Overview• Public Narrative - Story of Self, Us, and Now• Using new media to tell the story and engage• Telling the story of the campaign• Following up with your supporters
    19. 19. Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story • Public Option Campaign Example
    20. 20. CREATING SHARED STORY:STORY OF SELF, US & NOWIf I am not for myself, who will be for me?When I am only for myself, what am I?If not now, when? —Rabbi Hillel, 1st century Jerusalem sage
    21. 21. CHALLENGES & VALUES What do we want to change in the world? What values motivate us as a community?What images make those challenges and values real?
    22. 22. STORY OF US & NOWAsk Us to Make a Strategic Choice What are we asking people to do?What choice do people need to make to achieve our outcomes? “WILL YOU JOIN ME?”
    23. 23. HOPEFUL OUTCOME What will be different if we make change? How do we know we can make that change? Where does our hope come from?
    24. 24. Follow Up• Tell people how things are going with the campaign• This is a campaign, keep them informed about the ultimate goal and about the organizing
    25. 25. Pause for Questions • Please write any questions you have into the box on the right-hand side of the webinar tool.
    26. 26. Story, Structure, Strategy Series • Intro Judith and NOI • Intro to new media • Overview of engagement organizing • Story • Public Option Campaign Example
    27. 27. Example of Online Engagement with Story www.boldprogressives.org
    28. 28. Example of Online Engagement Strategy
    29. 29. Example of Online Engagement Strategy
    30. 30. Example of Online Engagement Strategy
    31. 31. Example of Online Engagement Strategy
    32. 32. Example of Online Engagement Strategy
    33. 33. Example of Online Engagement Strategy
    34. 34. Example of Online Engagement Strategy
    35. 35. Example of Online Engagement Strategy
    36. 36. Questions?New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing

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