1.
BUILDING THE MOVEMENT
SOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACY
Nick Westergaard | September 2011
photo via colindunn / Flickr

2.
Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard

3.
photo via swanksalot & Steve Rhodes / Flickr

4.
Campaign Context

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

6.
50¢
of every dollar Dean raised during Q3
2003 came from online donations

7.
YEAAAA-GHHHHH!

8.
About 4 years later ...

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

10.
35K
online groups formed

11.
400K
blogs posted

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

13.
6 million
Facebook supporters
– most popular FB page

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

15.
Look at lessons learned
Message Matters
Community Organizing
Online + Offline
Play to Strengths
Social as Spin
Donations
Secret Weapon

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

17.
1 MESSAGE MATTERS

18.
“Since you’re
the one’s selling the
soap, I thought you’d
like 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 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.
AIDA
Attention | Interest | Desire | Action

21.
AISA
Attention | Issue | Solution | Advocacy

22.
ATTENTION

23.
ATTENTION = STORIES

24.
ISSUE
DIAGNOSE
THE PAIN

25.
SOLUTION =
DEMONSTRATE GAIN

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.
ADVOCACY =

28.
WRITE A LETTER
DONATE NOW
ACTION!
GET INVOLVED
OLUNTEER TODA
TTEND AN EVEN

29.
BRAND
DRIVEN
COMMUNITY
STRONG
SOCIAL YOUR TRADITIONAL
MEDIA
ISSUE MEDIA
BRAND

30.
2 COMMUNITY
ORGANIZING
photo via Pat Scullion / Flickr

31.
YOUR
WEBSITE
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 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.
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 STRENGTHS
photo via Orin Zebest / Flickr

43.
JACOBY FOR HOUSE

44.
JACOBY FOR HOUSE
+

45.
AMPLIFY PERSONAL
CONNECTIONS

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

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.
DON’T BROADCAST

49.
6 photo via HowardLake / Flickr

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

51.
ACTION!

52.
CONTENT
photo via madame.furie / Flickr

53.
?

54.
13.5 MILLION
email database — the secret weapon

55.
Re-cap
Message Matters
Community Organizing
Online + Offline
Play to Strengths
Social as Spin
Donations
Secret Weapon

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

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

58.
FINALLY
photo via Ricky Justus / Flickr

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