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
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 engagement organizing • Story • Public Option Campaign Example
The Changing Media EcosystemMessageor Video Credit: Larry Huynh, Blackrock Associates
The Changing Media EcosystemMessageor Video Online Media • Email supporters • Blog outreach • Live-blogging • Online Google ads • Social networking Credit: Larry Huynh, Blackrock Associates
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
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 • Public Option Campaign Example
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