Guerilla Campgains I Insurgent Basic (Ujafed)

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The basics of community building and campaign launching.


<ul><li> 1. Guerilla Web 1 Guerilla Campaigns I: Insurgent Basics Aharon Horwitz PresenTense Group Wiener Educational Seminars UJA Federation New York </li> <li> 2. Axiom: The Web Has Power <ul><li>Obama and McCain </li></ul><ul><li>Nefesh Bnefesh </li></ul><ul><li> Gold Challenge </li></ul><ul><li>JNF </li></ul>How does your organization extract value from the web? </li> <li> 3. People Invest in Value <ul><li>Community builds you </li></ul><ul><li><ul><li>Pool: Weak ties </li></ul></li></ul><ul><li><ul><li>Hub: Strong but temporary </li></ul></li></ul><ul><li><ul><li>Network: Strong </li></ul></li></ul><ul><li>Organizing Framework v. Organization </li></ul><ul><li>Digital tools provide for elegant organization </li></ul></li> <li> 4. Principles Principles for Finding Your Community <ul><li><ul><li><ul><li> Build network by giving and gathering--emails, friends, lists </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Be Transparent and Authentic </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Ignore fences in building alliances </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li> Broadcast your mission constantly: wherever possible use pictures and video </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Build opportunities for involvement and leveraging networks </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li><ul><li>Viral Parties </li></ul></li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Engage through competition </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Market to your EMPLOYEES </li></ul></li></ul></li></ul></li> <li> 5. Obama Community Building Principles <ul><li>Mission we can believe in/Quest we can be in </li></ul><ul><li>Access points for interaction in all sorts of YOU specific ways </li></ul><ul><li>All the angles: Pool, Hub, Network </li></ul><ul><li>Tools to the people: others propel message, content, and activism </li></ul><ul><li>Community organizing testing and evaluation </li></ul><ul><li>Funding and mission oriented programs are the same </li></ul></li> <li> 6. Obama Community Building Obama Case Study: Tools to the People </li> <li> 7. Obama Email Analysis </li> <li> 8. Obama Email Analysis </li> <li> 9. Obama Email Analysis </li> <li> 10. Social Networks <ul><li> Social Network is a way of referring to people and the connections between them. </li></ul><ul><li>Looked at from outside, people form a network a densely interconnected graph. </li></ul></li> <li> 11. The Difference is the Speed <ul><li>Social networks are nothing new what's new is how easy it is for a message to travel along them. </li></ul><ul><li>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. </li></ul><ul><li>The speed of invention of new technology is itself increasing - we can expect nearly frictionless communication. </li></ul><ul><li>This makes good ideas really contagious. </li></ul></li> <li> 12. Going Viral <ul><li>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. </li></ul></li> <li> 13. Going Viral : The Core Ingredient <ul><li>Provide Value </li></ul><ul><li>I will only put my name and network on the line if I believe the people I send your message to will value it. </li></ul><ul><li>Massive reach depends on value and trust . </li></ul></li> <li> 14. Going Viral : The Technical Aspects <ul><li>Make it easy for someone to pass the message on. </li></ul><ul><li>Make it easy for the recipient to perceive the value of the message. Grease the wheels. </li></ul><ul><li>Provide every way possible for a person to </li></ul><ul><li><ul><li>put it on their webpage, </li></ul></li></ul><ul><li><ul><li>integrate it into their existing networks </li></ul></li></ul><ul><li><ul><li>send it through email. </li></ul></li></ul><ul><li>If users generate content, make sure the path from viewing content of others to creating content of their own is as easy as possible. </li></ul></li> <li> 15. Closing the Loop : An Exercise <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Why did they do this? How could they have done it better? </li></ul></li> <li> 16. Word of Mouth Automatic <ul><li>Word of mouth has always been the most effective marketing channel. </li></ul><ul><li>Why? Trust. </li></ul><ul><li>Social networks show you what the people you trust are doing, what they support, and who they trust. </li></ul><ul><li>Word of mouth automatic and authentic. </li></ul></li> <li> 17. Word of Mouth Automatic: Example <ul><li>PresenTense creates an open event on Facebook for their Thursday night panel discussion. </li></ul><ul><li>Ariel, Aharon, and Eliezer all invite a few hundred of their closest friends. </li></ul><ul><li>People who are attending RSVP in the positive. </li></ul><ul><li>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. </li></ul></li> </ul>