Successfully reported this slideshow.
Your SlideShare is downloading. ×

Social Media Tools for Successful Advocacy

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
Vine Social Spotlight
Vine Social Spotlight
Loading in …3
×

Check these out next

1 of 78 Ad

Social Media Tools for Successful Advocacy

Download to read offline

Originally presented at the Social Media Integration Conference in Atlanta, Nick Westergaard outlines six lessons learned about social media use in advocacy campaigns ranging from politics to public initiatives and issues. Learn more at NickWestergaard.com

Originally presented at the Social Media Integration Conference in Atlanta, Nick Westergaard outlines six lessons learned about social media use in advocacy campaigns ranging from politics to public initiatives and issues. Learn more at NickWestergaard.com

Advertisement
Advertisement

More Related Content

Slideshows for you (20)

Viewers also liked (20)

Advertisement

Similar to Social Media Tools for Successful Advocacy (20)

More from Nick Westergaard (17)

Advertisement

Recently uploaded (20)

Social Media Tools for Successful Advocacy

  1. 1. BUILDING THE MOVEMENT SOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACY Nick Westergaard | September 2011 photo via colindunn / Flickr
  2. 2. Brand-Driven Insights at NickWestergaard.com @NickWestergaard
  3. 3. photo via swanksalot & Steve Rhodes / Flickr
  4. 4. Campaign Context
  5. 5. $50 million raised during the Dean campaign — average donation size $80
  6. 6. 50¢ of every dollar Dean raised during Q3 2003 came from online donations
  7. 7. YEAAAA-GHHHHH!
  8. 8. About 4 years later ...
  9. 9. $500 MILLION raised online from 3 million donors — most less than $100
  10. 10. 35K online groups formed
  11. 11. 400K blogs posted
  12. 12. 1,800 videos posted to YouTube with over 50 million views
  13. 13. 6 million Facebook supporters – most popular FB page
  14. 14. 97% OF NON-PROFITS USE SOCIAL MEDIA Source: Dartmouth Center for Market Research
  15. 15. Look at lessons learned Message Matters Community Organizing Online + Offline Play to Strengths Social as Spin Donations Secret Weapon
  16. 16. Get ideas you can steal (I have!)
  17. 17. 1 MESSAGE MATTERS
  18. 18. “Since you’re the one’s selling the soap, I thought you’d like to see the bar.”
  19. 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 even not have a soul and does become a focal point for not correctly architect its online contempt.” messages everywhere it touches consumers ... – Lee Clow
  20. 20. AIDA Attention | Interest | Desire | Action
  21. 21. AISA Attention | Issue | Solution | Advocacy
  22. 22. ATTENTION
  23. 23. ATTENTION = STORIES
  24. 24. ISSUE DIAGNOSE THE PAIN
  25. 25. SOLUTION = DEMONSTRATE GAIN
  26. 26. It is less costly to intervene earlier rather than later The average cost to incarcerate someone in Iowa is $31,517 per year where as the average cost of mentoring someone in the Children of Promise programs is just $1,133 per year. Prevention can reduce our tax burden.
  27. 27. ADVOCACY =
  28. 28. WRITE A LETTER DONATE NOW ACTION! GET INVOLVED OLUNTEER TODA TTEND AN EVEN
  29. 29. BRAND DRIVEN COMMUNITY STRONG SOCIAL YOUR TRADITIONAL MEDIA ISSUE MEDIA BRAND
  30. 30. 2 COMMUNITY ORGANIZING photo via Pat Scullion / Flickr
  31. 31. YOUR WEBSITE photo via JimmyWayne / Flickr
  32. 32. photo via xcode / Flickr
  33. 33. photo via wili_hybrid / Flickr
  34. 34. photo via lumierefl / Flickr
  35. 35. WEBSITE / BLOG
  36. 36. SOCIAL ‘MAP’ BRAND/MESSAGE BUILDING CONTENT HUB - Building the brand - Aggregating news SUPPORTER ENGAGEMENT & ORGANIZATION - Share news stories - Invite to events - Share YouTube content BRANDING - Building the brand - Video coverage of news events SUPPORTER ENGAGEMENT/MEDIA SPIN - Breaking news; real-time conversations - Live coverage of campaign media events - Interface with news media - Share YouTube content
  37. 37. 3 ONLINE + OFFLINE
  38. 38. “I don’t think broad change is likely to happen exclusively online” photo via michael muccioli / Flickr
  39. 39. photo via gracerodriguez / Flickr
  40. 40. photo via Sterling College / Flickr
  41. 41. OFFLINE > ONLINE OVER A MILLION VIEWS
  42. 42. 4 PLAY TO STRENGTHS photo via Orin Zebest / Flickr
  43. 43. JACOBY FOR HOUSE
  44. 44. JACOBY FOR HOUSE +
  45. 45. AMPLIFY PERSONAL CONNECTIONS
  46. 46. 5 SPIN CONNECT ONLINE & OFFLINE ENGAGEMENT photo via colon+right.bracket / Flickr
  47. 47. 21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonline Councilor Susan Mims is asking @bergus @ghennigan what solutions Mondo's group We need to make sure we actually has ... Limiting keg sales he are noting qualitative says (Mims: I'm not sure you can do comments vs quantitative that) data. We can't 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. Let's keep it in place. CNN! Awesome! 7 days! RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!
  48. 48. DON’T BROADCAST
  49. 49. 6 photo via HowardLake / Flickr
  50. 50. ORGANIZATIONS THAT USE ONLINE TOOLS RAISE 6x AS MUCH Source: Social Media Today Study
  51. 51. ACTION!
  52. 52. CONTENT photo via madame.furie / Flickr
  53. 53. ?
  54. 54. 13.5 MILLION email database — the secret weapon
  55. 55. Re-cap Message Matters Community Organizing Online + Offline Play to Strengths Social as Spin Donations Secret Weapon
  56. 56. WHAT’S NEXT? photo via Geoff Livingston / Flickr
  57. 57. LOOK-OUT FOR NEW IDEAS photo via eshipul / Flickr
  58. 58. FINALLY photo via Ricky Justus / Flickr
  59. 59. THANK YOU QUESTIONS? Nick Westergaard.com @NickWestergaard photo via colindunn / Flickr

×