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These are the slides from the presentation that Ben Rigby and Jacob Colker gave in the Craigslist Bootcamp session today called "Mobilizing Generation 2.0" - how to use the web to engage young people in civic life, nonprofits, and politics.
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Ben Rigby, Co-Executive Director MobileVoter.orgJacob Colker, Grassroots Field Consultant
What is Web 2.0?
A Phenomenon
Tectonic shifts in economy, society, and technology,
recognized by everyone.
The Potential
1. Supplement existing tactics
2. Create categorically new ways to recruit,
engage, mobilize, and empower young
people
3. Change the world
Tendencies
Jump In Blind(do everything)
Do Nothing Do It 1.0
Know your tools
Know your people
1. Blogs
2. Social Networking & Lots of Examples
3. Web Photo & Video
4. Wikis
5. Maps
6. Virtual Worlds
7. Games
8. Mobile Phones
Talk Overview
Blogs
1. Tell your story
2. Offer participation in a community
3. Report alternative news
4. Harness super supporters
5. Create a sounding board
6. Frame & promote your story
Blogs Reporting Alternative News
Social Networks
1. Recruit supporters
2. Promote your story
3. Raise money
4. Build a new network to engage an
existing community
Social Networks
Targeting:
1. Alexa data
2. Demographics of people that use a
particular site (market segments)
3. Keyword searches in the network /
Adwords
4. Statistics / Insights
Social Networks
Evaluating:
1. Embed custom links to gain metrics
2. Ease of communicating with friends
3. Ability to “brand” the page
4. Demographics of people that use a
particular site
Social Networks
Viral: Not guaranteed, steps you can
take to maximize potential.
1. Links in every email
2. Links on website
3. Engaging conversations and comment
posts
Social Networks
Social Networkshttp://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=293503589
Recruiting Supporters
TARGETING & MARKET SEGMENTATION_____________________
Niche Networks
TARGETING & MARKET SEGMENTATION_____________________
Country & Region
TARGETING & MARKET SEGMENTATION_____________________
Use whatever data you can find, and approaching it from an academic
research perspective.
ABILITY TO “BRAND”
ABILITY TO COMMUNICATEWITH FRIENDS
PROBLEM: LOSS OF CONTROL
Web Photo & Video
1. Scrutinize opponents
2. Respond to news
3. Report news
4. Energize & focus supporters
5. Mobilize supporters
6. Have a conversation
Web Photo & Videohttp://www.youtube.com/watch?v=Rww0P0Uae5E
BAD!
Web Photo & Videohttp://www.communitycounts.us/townhall/miller/
GOOD!
Wikis
1. Capture enthusiasm
2. Create a community resource
3. Conduct advocacy
4. Extend organizational capabilities
5. Enhance an existing service
Wikis AbbotsGreed.com
Maps
1. Direct to community services
2. Visualize hard-to-decipher data
3. Tell your story
4. Recruit supporters
5. Focus collective action
6. Connect people
Maps connecting communities
Virtual Worlds
1. Outreach & giveaways
2. Earn media recognition…
3. Connect offline groups
4. Organize meetups
5. Sell virtual objects
6. Pledge drives
7. Educate experientially
Virtual Worlds Meetup at Nonprofit Commons
Games
1. Alternate Reality Games
2. Casual games
3. Games that generate data
4. Game mechanics everywhere
Games Generating valuable datasets
Mobile Phones
1. Recruit supporters
2. Conduct petitions
3. Conduct on-demand advocacy
4. Coordinate protesters
5. Mobilize
6. Fundraise
7. Do citizen journalism
8. On-demand volunteerism
Mobile Phones Mobilizing Supporters
Mobile PhonesOn-demand Volunteerism
Trends Leading to Success
1. Understand how young people use their
technologies
2. Dedicate resources
3. Focus on people vs. technology
4. Embrace the Web 2.0 ethos
