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Shoe Leather, Meet Mouse.
A Not-Totally-Official Comparing of
Two Forms of Organizing
Getting Started
• Starting a Microsite
• Starting a Facebook Page
• Building A List
• FaceBook or Tumblr graphic
share
• C...
Engagement
• Google Hangout
• Petition
• Frequent visitors/clickers
• Email blast
• Sample Tweets
• Google Analytics and M...
That Whole Monitoring Progress
Thing
Action
• Meme
• TeleTownhall
• Patch-Thru Calls
• Snatching Email Addresses
• Contact Form
• Facebook Group
• Profile Pict...
Why Going Viral Can Mean
Nothing
“SWOT’ thinking is still needed in Electronic
Creative Content Should Have Intention, Pur...
The Future? Integration of the
Two
The future is integration and why
– Technology continues, costs going down, smartphone ...
Shoe Leather, Meet Mouse: Community vs Electronic Organizing
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Shoe Leather, Meet Mouse: Community vs Electronic Organizing

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Often, as someone who has done both community organizing work and digital work, I find myself often trying to cross-walk those worlds or translate terms and practices from one to the other. This is an attempt to capture those off-hand conversations. The more you understand the other, the more you realize that the future is fusing the best of their tools and tactics.

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Shoe Leather, Meet Mouse: Community vs Electronic Organizing

  1. 1. Shoe Leather, Meet Mouse. A Not-Totally-Official Comparing of Two Forms of Organizing
  2. 2. Getting Started • Starting a Microsite • Starting a Facebook Page • Building A List • FaceBook or Tumblr graphic share • Clicks • Opening a campaign office • Opening a meeting room • Building A List • Flyer distribution in employee break room or at grocery store • Answered Door Knocks
  3. 3. Engagement • Google Hangout • Petition • Frequent visitors/clickers • Email blast • Sample Tweets • Google Analytics and Mass Mail Analytics • A One-on-One • Petition • Your 1s and 2s • Here’s the Rap • Here's the Talking Points • That Giant Thermometer Made of Butcher Paper and Other Accountability Charts
  4. 4. That Whole Monitoring Progress Thing
  5. 5. Action • Meme • TeleTownhall • Patch-Thru Calls • Snatching Email Addresses • Contact Form • Facebook Group • Profile Picture Art • Make Your Twitter 100 • Premade Protest Sign • Townhall Meeting • Canvassing • Dumpster Diving • Signing A Pledge • Organizing Committee • Wearing A “I Support” Button • External Allies/Phone Tree
  6. 6. Why Going Viral Can Mean Nothing “SWOT’ thinking is still needed in Electronic Creative Content Should Have Intention, Purpose and Audience, Not Just Creative and Clever (Grassroots Lobbying Story) Find The Leverage Points, Know Your Target(s) (75 emails to Elected Story)
  7. 7. The Future? Integration of the Two The future is integration and why – Technology continues, costs going down, smartphone use by all, etc – Electronic organizing-oriented groups like MoveOn and Ultraviolet are integrating shoe leather models – Means Field Directors/Organizers and Comms Directors/Digital Media Gurus have to work in tandem, rethink their “boxes”

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