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BUILDING THE MOVEMENT
SOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACY

Nick Westergaard | September 2011

                                      photo via colindunn / Flickr
Brand-Driven Insights at




NickWestergaard.com
     @NickWestergaard
photo via swanksalot & Steve Rhodes / Flickr
Campaign Context
$50                    million
raised during the Dean campaign
— average donation size $80
50¢
of every dollar Dean raised during Q3
2003 came from online donations
YEAAAA-GHHHHH!
About 4 years later ...
$500                           MILLION
raised online from 3 million donors
— most less than $100
35K
online groups formed
400K
blogs posted
1,800
videos posted to YouTube with
over 50 million views
6 million
Facebook supporters
– most popular FB page
97%     OF NON-PROFITS
        USE SOCIAL MEDIA




Source: Dartmouth Center for Market Research
Look at lessons learned
Message Matters
Community Organizing
Online + Offline
Play to Strengths
Social as Spin
Donations
Secret Weapon
Get ideas you can steal
        (I have!)
1   MESSAGE MATTERS
“Since you’re
the one’s selling the
soap, I thought you’d
like to see the bar.”
“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
AIDA
Attention | Interest | Desire | Action
AISA
Attention | Issue | Solution | Advocacy
ATTENTION
ATTENTION   = STORIES
ISSUE




        DIAGNOSE
         THE PAIN
SOLUTION =
DEMONSTRATE GAIN
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.
ADVOCACY =
WRITE A LETTER
 DONATE NOW
  ACTION!
 GET INVOLVED
OLUNTEER TODA
TTEND AN EVEN
BRAND
                     DRIVEN
                     COMMUNITY

         STRONG


SOCIAL   YOUR     TRADITIONAL
MEDIA
         ISSUE       MEDIA




         BRAND
2                        COMMUNITY
                                  ORGANIZING




photo via Pat Scullion / Flickr
YOUR
WEBSITE




          photo via JimmyWayne / Flickr
photo via xcode / Flickr
photo via wili_hybrid / Flickr
photo via lumierefl / Flickr
WEBSITE / BLOG
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
3   ONLINE + OFFLINE
“I don’t think broad change is
     likely to happen exclusively online”




photo via michael muccioli / Flickr
photo via gracerodriguez / Flickr
photo via Sterling College / Flickr
OFFLINE > ONLINE



             OVER A
             MILLION
              VIEWS
4              PLAY TO STRENGTHS




photo via Orin Zebest / Flickr
JACOBY FOR HOUSE
JACOBY FOR HOUSE



   +
AMPLIFY PERSONAL
CONNECTIONS
5   SPIN
      CONNECT ONLINE




& OFFLINE ENGAGEMENT
                photo via colon+right.bracket / Flickr
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!
DON’T BROADCAST
6   photo via HowardLake / Flickr
ORGANIZATIONS
      THAT USE ONLINE
        TOOLS RAISE




           6x    AS MUCH


Source: Social Media Today Study
ACTION!
CONTENT



          photo via madame.furie / Flickr
?
13.5                     MILLION
email database — the secret weapon
Re-cap
Message Matters
Community Organizing
Online + Offline
Play to Strengths
Social as Spin
Donations
Secret Weapon
WHAT’S NEXT?




      photo via Geoff Livingston / Flickr
LOOK-OUT FOR NEW IDEAS




                  photo via eshipul / Flickr
FINALLY




photo via Ricky Justus / Flickr
THANK YOU
QUESTIONS?
Nick Westergaard.com
@NickWestergaard

                       photo via colindunn / Flickr

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