1.
BUILDING THE MOVEMENTSOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACYNick Westergaard | September 2011 photo via colindunn / Flickr

2.
Brand-Driven Insights atNickWestergaard.com @NickWestergaard

3.
photo via swanksalot & Steve Rhodes / Flickr

4.
Campaign Context

5.
$50 millionraised during the Dean campaign— average donation size $80

6.
50¢of every dollar Dean raised during Q32003 came from online donations

7.
YEAAAA-GHHHHH!

8.
About 4 years later ...

9.
$500 MILLIONraised online from 3 million donors— most less than $100

10.
35Konline groups formed

11.
400Kblogs posted

12.
1,800videos posted to YouTube withover 50 million views

13.
6 millionFacebook supporters– most popular FB page

14.
97% OF NON-PROFITS USE SOCIAL MEDIASource: Dartmouth Center for Market Research

15.
Look at lessons learnedMessage MattersCommunity OrganizingOnline + OfflinePlay to StrengthsSocial as SpinDonationsSecret Weapon

16.
Get ideas you can steal (I have!)

17.
1 MESSAGE MATTERS

18.
“Since you’rethe one’s selling thesoap, I thought you’dlike to see the bar.”

19.
“THE REALITY OF THE NEW MEDIA WORLD ......is that if your brand does ... it can become irrelevant.not have a belief, if it does It can be ignored, or evennot have a soul and does become a focal point fornot correctly architect its online contempt.”messages everywhere ittouches consumers ... – Lee Clow

20.
AIDAAttention | Interest | Desire | Action

21.
AISAAttention | Issue | Solution | Advocacy

22.
ATTENTION

23.
ATTENTION = STORIES

24.
ISSUE DIAGNOSE THE PAIN

25.
SOLUTION =DEMONSTRATE GAIN

26.
It is less costlyto interveneearlier ratherthan laterThe average cost toincarcerate someone in Iowa is$31,517 per year where as theaverage cost of mentoringsomeone in the Children ofPromise programs is just$1,133 per year. Preventioncan reduce our tax burden.

27.
ADVOCACY =

28.
WRITE A LETTER DONATE NOW ACTION! GET INVOLVEDOLUNTEER TODATTEND AN EVEN

29.
BRAND DRIVEN COMMUNITY STRONGSOCIAL YOUR TRADITIONALMEDIA ISSUE MEDIA BRAND

30.
2 COMMUNITY ORGANIZINGphoto via Pat Scullion / Flickr

31.
YOURWEBSITE photo via JimmyWayne / Flickr

32.
photo via xcode / Flickr

33.
photo via wili_hybrid / Flickr

34.
photo via lumierefl / Flickr

35.
WEBSITE / BLOG

36.
SOCIAL ‘MAP’BRAND/MESSAGE BUILDING CONTENT HUB- Building the brand- Aggregating newsSUPPORTER ENGAGEMENT & ORGANIZATION- Share news stories- Invite to events- Share YouTube contentBRANDING- Building the brand- Video coverage of news eventsSUPPORTER ENGAGEMENT/MEDIA SPIN- Breaking news; real-time conversations- Live coverage of campaign media events- Interface with news media- Share YouTube content

37.
3 ONLINE + OFFLINE

38.
“I don’t think broad change is likely to happen exclusively online”photo via michael muccioli / Flickr

39.
photo via gracerodriguez / Flickr

40.
photo via Sterling College / Flickr

41.
OFFLINE > ONLINE OVER A MILLION VIEWS

42.
4 PLAY TO STRENGTHSphoto via Orin Zebest / Flickr

43.
JACOBY FOR HOUSE

44.
JACOBY FOR HOUSE +

45.
AMPLIFY PERSONALCONNECTIONS

46.
5 SPIN CONNECT ONLINE& OFFLINE ENGAGEMENT photo via colon+right.bracket / Flickr

47.
21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonlineCouncilor Susan Mims is asking @bergus @ghenniganwhat solutions Mondos group We need to make sure weactually has ... Limiting keg sales he are noting qualitativesays (Mims: Im not sure you can do comments vs quantitativethat) data. We cant let anecdotal info cloud Someone in audience facts. just asked, "If bar owners care - are any others here?" No one responded. Actions @meghannkay Thanks for speak louder than your support! words.Just saw a Mondo closing statement: "21 is an easy fix."@21MakesSense ad on OK. Good. Lets keep it in place.CNN! Awesome! 7 days! RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!

48.
DON’T BROADCAST

49.
6 photo via HowardLake / Flickr

50.
ORGANIZATIONS THAT USE ONLINE TOOLS RAISE 6x AS MUCHSource: Social Media Today Study

51.
ACTION!

52.
CONTENT photo via madame.furie / Flickr

53.
?

54.
13.5 MILLIONemail database — the secret weapon

55.
Re-capMessage MattersCommunity OrganizingOnline + OfflinePlay to StrengthsSocial as SpinDonationsSecret Weapon

56.
WHAT’S NEXT? photo via Geoff Livingston / Flickr

57.
LOOK-OUT FOR NEW IDEAS photo via eshipul / Flickr

58.
FINALLYphoto via Ricky Justus / Flickr

59.
THANK YOUQUESTIONS?Nick Westergaard.com@NickWestergaard photo via colindunn / Flickr