The document discusses using social media and online organizing for campaigns. It provides examples of successful campaigns like Billionaires for Bush that used creative tactics. The document outlines lessons learned like having a strong brand, participation-based campaigns, and creative approaches. It also discusses tools for online organizing like petitions, finding communities on social media, and monitoring impact. Overall it focuses on how to strategically use social media and the internet to engage people and organize campaigns.

1. Monitor. Engage. Organize.
Online organizing with social media
Presented by Phillip Smith
www.communitybandwidth.ca
www.phillipadsmith.com
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2. Key objectives
• become familiar with the layout and uses of
some of the most popular internet tools for
storytelling and organizing
• discuss how to choose the right Internet tools
for campaigns and communications
• get some hands-on experience with Internet
organizing tools

4. Campaigns ... let’s look at a few
examples

5. B4B photo

6. • The Billionaires for Bush campaign was strategic online and offline campaign to
counter the mainstream media’s message about Bush in the 2004 US election.
Using satire, street theatre, and online networks, it became incredibly successful
in attracting major media attention, non-traditional activists, and funding.
• The campaign goal was to highlight, unspin, and reframe the economic issues
that effect voters' lives. To help the progressive movement set the agenda by
attracting voter attention to critical local and national political campaigns.
Armed with tuxedos, evening gowns, hard political facts and a humorous spin,
the Billionaires re-engaged those citizens outside of the process and re-ignited
those that were within it.
6

7. B4B photo

11. Signs

12. Merchandise

13. Radio Ads

14. Play radio ad!

16. How did it all begin...?

18. Play the video!

21. 21

23. Rinse. Wash. Repeat.
• Lessons from the Billionaires:
– Strong brand: the URL contains the message
– Campaign is built around participation
– Creative approach to catch people’s attention

28. Rinse. Wash. Repeat.
• Lessons from the Billionaires:
– Strong brand: contains the message
– Campaign is built around participation
– Creative approach to catch people’s attention
– And... Netroots to grassroots

29. Rinse. Wash. Repeat. Win.
• Now add:
– Tangible win opportunities
– Long-term campaign plan
– Integration with offline campaign

34. Web hub

35. E-mail template

36. Activist blogs

37. Play the damn PSA!

38. Ladder of engagement

44. Capturing the moment
• Live video from the action
• Several e-mail blasts that day
• 1000s of calls to Kimberly-Clark headquarters
(tied up phone for hours)
• Sense of urgency, sense of the importance of
participation

45. Kleercut outcomes year one:
• 1000 new activists/month for 20 straight months
• Over 150,000 messages sent to K-C
• Nation Days of Action (media attention)
• Ads placed in the New York Times
• Shareholder resolution introduced
• Negotiation with key K-C clients

46. And... (drum roll please!)

47. 47

48. 48

49. So... let’s look at how social
media can support online
organizing
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50. But first...
• Security (be aware of the risks; make choices)
• Think about what communication channels to
use when (e-mail vs. social network vs. phone)

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54. 54

55. 55

56. 56

57. 57

58. 58

59. 59

60. Petitions
(or, in other words,
growing your list)
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61. 61

62. 62

63. 63

64. How to find your community...
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67. 67

68. 68

69. 69

70. How to monitor your impact...
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74. How about a quick Q&A?
74

75. Tools we’re going to look at...
• Twitter
• Hoot Suite
• Facebook / Facebook Page / Facebook Ads
• YouTube / Tube Mogul
• Netvibes / iGoogle
• ... any others that are on your mind?