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E-Advocacy 2.0
- 1. E-Advocacy 2.0 MikeDean Tipping Point Strategies
- 2. Agenda for TodayWhy e-Advocacy? Key Principles of Success Anatomy of an e-Advocacy campaign Q & A
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- 4. Why e-Advocacy? Source: Pew Internet & American Life Project People go to the Internet to get information Harder to reach people through traditional means More interactive Supporters can get involved anytime, anyplace Proven to work
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- 7. Integrate e-Advocacy with:Traditional grassroots Member communication Media outreach Fundraising This ensures that the message is reinforced Avoid competing messages Can’t Exist in a Silo
- 8. Creating Buy-in Improvesthe speed and efficiency that your information gets to supporters Your messages will spread to a wider audience Saves time and money Advocates expect it You can evaluate and target impact
- 9. Be Interactive andEmpowering Create Engagement Pathways Integrate! Integrate! Integrate! Create Community Provide a Service Key Principles of Success
- 10. 1. Website 2.E-mail 3. Advocacy Activities 4. Testing 1…2…3… 5. Segmentation 6. Use Multiple Mediums 7. Develop Evangelists 8. Micro-Organzing Anatomy of an e-Advocacy Campaign
- 11. Step 1 -Website
- 12. Step 2 –E-mail
- 13. Step 3 –Advocacy Activities
- 14. 3. Test Step4 – Testing 1…2…3…
- 15. Targeted messages Createmanageable chunks Step 5 – Segmentation
- 16. Step 6 –Multiple Mediums
- 17. Step 6 –Multiple Mediums YouTube Obama 14,548,809.05 hours; McCain 488,093.01 hours
- 18. Step 6 –Multiple Mediums YouTube
- 19. Step 6 –Multiple Mediums Tools Give supporters the tools to organize themselves – "In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.“ Used Social Networks to create conversations
- 20. Step 6 –Multiple Mediums MyBO
- 21. Step 6 –Multiple Mediums Training
- 22. Step 6 –Multiple Mediums Reward
- 23. Step 6 –Multiple Mediums Tax Calculator
- 24. Step 6 –Multiple Mediums Text Messaging Used different mediums to reach different audiences Text messaging is a very democratic medium because of the low cost of cell phones
- 25. A new onlinepolitical elite is emerging as 23% of campaign internet users, or 14 million people, became online political activists. 8% of campaign internet users posted their own political commentary to a newsgroup, website or blog. 13% forwarded or posted someone else’s political commentary. 1% created political audio or video recordings. 8% forwarded or posted someone else’s political audio or video recordings. Step 7 – Develop Evangelists Source: Pew Internet & American Life Project
- 26. Step 7 –Develop Evangelists
- 27. Recruit them Splitthem apart from you regular list Communicate on a regular basis Engage them – survey them, ask for feedback Develop tools for them to use Include key messages Tips on organizing List of potential activities Elevate them Develop a relationship Step 7 – Develop Evangelists
- 28. Ask for feedbackregularly Incorporate their feedback Make it easy to participate Be able to act quickly and jump on issues as they develop Integrate, integrate, integrate Give up the control and empower supporters Personalize and customize communication Step 7 – Develop Evangelists
- 29. Step 8 –Micro-Organizing
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- 31. Lessons Learned Havea balanced approach Technology makes it much easier Quality vs. Quantity Use a theme to build excitement and support Provide “Inside Information” Engage supporters year-round The more you put in the more you will get out
- 32. The Age ofCollaboration In tight economic times we are going to be forced to share resources We don’t know everything Think Open Source Nonprofits and Government
- 33. More Information Visit– www.TippingPointStrategies.org [email_address]