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These Boots are Made for Organizing, not just Facebooking #11NTCboots  Ted Fickes Shayna Englin Apollo Gonzales
Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day!  TEXT Text #11NTCboots to 69866. ONLINE Use #11NTCboots at  http://nten.org/ntc/eval Session Evaluations  Powered By:
5 QUESTIONSto organize usonline organizers And maybe even some of you that aren’t organizers.
To change policy by mobilizing lots of individuals’ political power… right? 1. What are we doing all of thisfacebooking / tweeting /foursquaring / emailingfor?
So What’s the Problem? NOISE SIGNAL
NOISE to advocacy targets
NOISE to would-be advocates
Are we building lists or power? 2. Are we building lists or movements?
Yes… we mean meatspace. 3. What if we thought about social networks and not just social media?
We’d need to plug into engagement models… and have engagement opportunities. 4. What if we were leaders in the nonprofit tech space/in our organizations to connect tech to meatspace?
Intensity of Engagement Number of People
Building Program : Inside Job Why do it? People inside the organization need good reasons for it to work. Hopes:                  we will engage the public Rationalizations:  it is where the people are Strategy:               we will learn something GOOD: Evidence 5% Facebook connections will take an additional action needed for the campaign and this will move them up the engagement ladder. BAD: Lots of people are there and we want more of them.
We’d need to plug into engagement models… and have engagement opportunities. 5. What kinds of things should we be doing? What should we be advocating for?
Engagement Models : Needs/similarities  Organizing leadership – what are the opportunities for leadership Engagement pathways – where do people plug in and move up Networks/Nodes – distribute leadership Common Narrative
Building Program : Inside Job The people Grounded in campaign planning and implementation. Ability to distribute social media and campaign skills and support. Data and number crunching. Support from leaders and front-line program staff to help interact and respond in timely and accurate way.
Building Program : Engagement model You need one – what is it for your organization and needs Identify how people fit into the model and work towards it in three or six month increments.  If captains in field – identify how many, who they might be, what they need to do.  Someone inside that is ultimately responsible for helping and resourcing leaders.
Building Program : Tools/Tactics Offline events/meetups that build engagement over time.  What to track and report on weekly? Identify three things and report on that to team or all staff.  Data collection and analysis. Be ruthless in measuring and learning.
Engagement Models : Options/Alternatives
Lay social networks over (or under) engagement models Engage and connect Drive interest and participation  Respond and interact – Make it personal Ask questions Most interested and engaged will rise up Surveys and list building to gather information and participation Offline events
Lay social networks over (or under) engagement models Data and metrics Be deliberate – tie together network profiles, email and other data.  Identify other activities and interests of user. Frequent commenters, likers, retweeters. Track, reward and promote. Every action should have a metric. What is the qualitative result you seek to make happen.

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These Boots are Made for Organizing, Not Just Facebooking

  • 1. These Boots are Made for Organizing, not just Facebooking #11NTCboots Ted Fickes Shayna Englin Apollo Gonzales
  • 2. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT Text #11NTCboots to 69866. ONLINE Use #11NTCboots at http://nten.org/ntc/eval Session Evaluations Powered By:
  • 3. 5 QUESTIONSto organize usonline organizers And maybe even some of you that aren’t organizers.
  • 4. To change policy by mobilizing lots of individuals’ political power… right? 1. What are we doing all of thisfacebooking / tweeting /foursquaring / emailingfor?
  • 5. So What’s the Problem? NOISE SIGNAL
  • 7. NOISE to would-be advocates
  • 8. Are we building lists or power? 2. Are we building lists or movements?
  • 9. Yes… we mean meatspace. 3. What if we thought about social networks and not just social media?
  • 10.
  • 11. We’d need to plug into engagement models… and have engagement opportunities. 4. What if we were leaders in the nonprofit tech space/in our organizations to connect tech to meatspace?
  • 12. Intensity of Engagement Number of People
  • 13. Building Program : Inside Job Why do it? People inside the organization need good reasons for it to work. Hopes: we will engage the public Rationalizations: it is where the people are Strategy: we will learn something GOOD: Evidence 5% Facebook connections will take an additional action needed for the campaign and this will move them up the engagement ladder. BAD: Lots of people are there and we want more of them.
  • 14. We’d need to plug into engagement models… and have engagement opportunities. 5. What kinds of things should we be doing? What should we be advocating for?
  • 15. Engagement Models : Needs/similarities Organizing leadership – what are the opportunities for leadership Engagement pathways – where do people plug in and move up Networks/Nodes – distribute leadership Common Narrative
  • 16. Building Program : Inside Job The people Grounded in campaign planning and implementation. Ability to distribute social media and campaign skills and support. Data and number crunching. Support from leaders and front-line program staff to help interact and respond in timely and accurate way.
  • 17. Building Program : Engagement model You need one – what is it for your organization and needs Identify how people fit into the model and work towards it in three or six month increments. If captains in field – identify how many, who they might be, what they need to do. Someone inside that is ultimately responsible for helping and resourcing leaders.
  • 18. Building Program : Tools/Tactics Offline events/meetups that build engagement over time. What to track and report on weekly? Identify three things and report on that to team or all staff. Data collection and analysis. Be ruthless in measuring and learning.
  • 19. Engagement Models : Options/Alternatives
  • 20. Lay social networks over (or under) engagement models Engage and connect Drive interest and participation Respond and interact – Make it personal Ask questions Most interested and engaged will rise up Surveys and list building to gather information and participation Offline events
  • 21. Lay social networks over (or under) engagement models Data and metrics Be deliberate – tie together network profiles, email and other data. Identify other activities and interests of user. Frequent commenters, likers, retweeters. Track, reward and promote. Every action should have a metric. What is the qualitative result you seek to make happen.

Editor's Notes

  1. Chart from report presented early 2010 – reflects data gathered late 2009. Would say that more than this is going into social media and most groups aren’t really measuring full investment.
  2. Poll the audience. Get some examples of how much time/money/staff going in and what sorts of measurements being used to assess that
  3. Introduce role of engagement pyramid –
  4. Talk about various models/options