Download pdf - #1uDigital Training: Online to Offline

7/28/2019 #1uDigital Training: Online to Offline

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WELCOME!

Well get started in a few minutes.In the meantime,

dont forget to tweet using #1uDigital!


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Online to Offline Organizing

**Thats the worst possible name for this presentation.


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#1u is the hashtag for anything union related on

Twitter.

WHATS #1U?


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Presenter:

Jess Livoti-Morales

Senior Digital Strategist

AFL-CIO


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Introduce the concept of integrated organizing and the

three pillars

Detail an ideal integrated campaign

Demonstrate how to make decisions on an integrated

campaign

OBJECTIVE


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Integrated organizing

Three pillars

How to run an integrated campaign

Choose your own campaign adventure

AGENDA


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Integrated Organizing

There is no such thing as online organizing.

There is only organizing.

There is no such thing as offline organizing.


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Youre like this

Political/CampaignsMedia/

Comms


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Or perhaps

Political/

Campaigns Media/

Comms

Members/

Organizing


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Or this

Media/

Comms

Political/

Campaigns


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Or maybe even this

Political/

Campaigns

Media/

Comms

Digital

Strategy

Members/

Organizing


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You need to be like this:

Political/Campaigns

Media/

Comms

Digital

Strategy

Members/

Organizing


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Maybe you feel like this:


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Three Pillars

STORY COMMUNITY ACTION


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Stages of Leadership

Anger

Hope

Action


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Tell your story

Generate emotion through narrative

Lift up solutions to the problem

Create the story of us


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Build your community

Create shared experience

Motivate with intention

Have fun!


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Create action

Train and grow leaders

Meaningful action

WIN


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An Integrated Campaign


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Field/campaigns/political/organizing team

defines campaign goals* sets field plan**

defines scope of campaign budget*** determines who will execute campaign****

*Digital will do this for the digital piece**And this***Also this****Yep, this too!

Step 1: Set your goals


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Scalable national/state day(s) of action?

High-bar national/state day(s) of action?

Ongoing actions

Step 2: Define your actions


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Digital works WITH your field plan, NOT separately

Digital cannot be a substitute for actual on-the-ground

engagement

Digital and Comms collaborate

Step 3: Plug in digital


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Calls made

Doors knocked

Cards collected

Volunteers recruited

Shift signups

House parties

Voter Contacts

Step 4: Track progress

Calls made

RSVPs/hosts

Names acquired

Unique visits (website)

Action rate (email)

Social media engagement

Field Metrics Digital Metrics


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What you usually do, now with more digital:

Digital data collection (optional)

SMS Signup

Ask people to follow you on Twitter and like you on Facebook Get peoples email

Take pictures and video

Livetweet an event

Have speakers/leaders made call ask

Step 5: Integrate actions


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Report back to your supporters, both online and on the ground

Online: blog, social, email, video

On-the-ground: updates at meetings, pictures, phone calls, thank you

cards

Report back to the media, through blogs and press

Step 6: Report back


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Make it online and on the ground

Make them complimentary (or the same!)

This is not a crop you can let lie fallow.

Step 7: Make another ask


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You [may] have to change.


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Think strategically

Have an equal seat at the table

Make decisions within their purview

Share information

Collaborate with others

Engage in rapid response Evaluate, evaluate, evaluate

Integrated Organizers:


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Learn to speak the language of the people you are working

with:

Its not the Twitters.

It is pronounced meem.

Its not a website, its a microsite or page.

You cant just do anything on the internetor in the field.

A note about terminology:


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Photo Credit: Workers Defense Project

Choose your own adventure!


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Make Oreo the nations official snack food

Our campaign:


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A: Pass legislation to get

Congress to name Oreo the

official cookie?

Lets define our goals:

B: Get President Obama to

pass an executive order

recognizing it as the official

cookie?


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Lets decide our actions:

1: Hold X house parties to consume X cookies in all 50

states

2: Deliver X number of cookies to X key Congressional

targets

3: Generate X calls to X key Congressional targets


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Plug in digital:

1: Email supporters a weekly newsletter about our campaign

2: Share pro-Oreo articles on social media

3: Make a microsite about why Oreo is an awesome cookie.

4: Place pro-Oreo online ads on political news sites.


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Those are all bad.

None of those are integrated into the field campaign strategy.


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Those are just mediocre:

None of them get at our goal:

Deliver X number of cookies to X key Congressional targets


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Plug in digital, for real:

1: Ask supporters to buy Oreo cookies well deliver to

Congress by signing their name on petition

2: Ask supporters to sign up for pro-Oreo lobby day

webinars

3: Ask supporters to turn out for pro-Oreo rally outside

Congressional offices


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Integrate actions

Do everything you would normally do, but add: Digital data collection (optional)

SMS Signup

Ask people to follow you on Twitter and like you on Facebook

Get peoples email

Take pictures and video

Livetweet an event

Collect stories digitally


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Report back:

1: Send a newsletter to labor leaders about the success of our

actions

2: Send out a press release to local media about the success

of our actions

3: Use blogs and social media to tell the story of our actions


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Whats next?

1: Ask them to work on a campaign to get Lays to be the

official chip

2: Ask them to recruit a friend to buy cookies on your

petition

3: Ask them to share the campaign with their friends on

Facebook


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QUESTIONS?