The basics of community building and campaign launching.
1. Guerilla Web 1 Guerilla Campaigns I: Insurgent Basics Aharon Horwitz PresenTense Group Wiener Educational Seminars UJA Federation New York
2. Axiom: The Web Has Power
Obama and McCain
How does your organization extract value from the web?
3. People Invest in Value
Community builds you
Pool: Weak ties
Hub: Strong but temporary
Organizing Framework v. Organization
Digital tools provide for elegant organization
4. Principles Principles for Finding Your Community
Build network by giving and gathering--emails, friends, lists
Be Transparent and Authentic
Ignore fences in building alliances
Broadcast your mission constantly: wherever possible use pictures and video
Build opportunities for involvement and leveraging networks
Engage through competition
Market to your EMPLOYEES
5. Obama Community Building Principles
Mission we can believe in/Quest we can be in
Access points for interaction in all sorts of YOU specific ways
All the angles: Pool, Hub, Network
Tools to the people: others propel message, content, and activism
Community organizing testing and evaluation
Funding and mission oriented programs are the same
6. Obama Community Building Obama Case Study: Tools to the People
7. Obama Email Analysis
8. Obama Email Analysis
9. Obama Email Analysis
10. Social Networks
Social Network is a way of referring to people and the connections between them.
Looked at from outside, people form a network a densely interconnected graph.
11. The Difference is the Speed
Social networks are nothing new what's new is how easy it is for a message to travel along them.
The speed of message transmission along the social network is dropping with each new technology Spoken language, Printing press, phone, email, cell phone, Instant message, SMS, etc.
The speed of invention of new technology is itself increasing - we can expect nearly frictionless communication.
This makes good ideas really contagious.
12. Going Viral
The goal of any Internet advertising campaign or product is to Go Viral - to catch on in such a way that the number of people it reaches grows exponentially.
13. Going Viral : The Core Ingredient
I will only put my name and network on the line if I believe the people I send your message to will value it.
Massive reach depends on value and trust .
14. Going Viral : The Technical Aspects
Make it easy for someone to pass the message on.
Make it easy for the recipient to perceive the value of the message. Grease the wheels.
Provide every way possible for a person to
put it on their webpage,
integrate it into their existing networks
send it through email.
If users generate content, make sure the path from viewing content of others to creating content of their own is as easy as possible.
15. Closing the Loop : An Exercise
A large Jewish organization focused on building leadership designed a web application that lets users create their own map of the Jewish world arranging mug shots of major players on a set of concentric circles, showing who they feel the important players are.
The way they set it up, a user goes to a website to 'play'. If they want to recommend it to a friend, they can send the friend a link to that website.
Why did they do this? How could they have done it better?
16. Word of Mouth Automatic
Word of mouth has always been the most effective marketing channel.
Social networks show you what the people you trust are doing, what they support, and who they trust.
Word of mouth automatic and authentic.
17. Word of Mouth Automatic: Example
PresenTense creates an open event on Facebook for their Thursday night panel discussion.
Ariel, Aharon, and Eliezer all invite a few hundred of their closest friends.
People who are attending RSVP in the positive.
Both people who were invited and people who were not explicitly invited are informed of the event if more than a couple of their friends RSVP that they are coming.