Monitor. Engage. Organize.Online organizing with social media

Presented by Phillip Smithwww.communitybandwidth.ca

www.phillipadsmith.comfacebook.com/phillipadsmith

twitter.com/phillipadsmithhttp://www.linkedin.com/in/phillipadsmith

Key objectives

• become familiar with the layout and uses of some of the most popular internet tools for storytelling and organizing

• discuss how to choose the right Internet tools for campaigns and communications

• get some hands-on experience with Internet organizing tools

Campaigns ... let’s look at a few examples

B4B photo

• The Billionaires for Bush campaign was strategic online and offline campaign to counter the mainstream media’s message about Bush in the 2004 US election. Using satire, street theatre, and online networks, it became incredibly successful in attracting major media attention, non-traditional activists, and funding.

• The campaign goal was to highlight, unspin, and reframe the economic issues that effect voters' lives. To help the progressive movement set the agenda by attracting voter attention to critical local and national political campaigns. Armed with tuxedos, evening gowns, hard political facts and a humorous spin, the Billionaires re-engaged those citizens outside of the process and re-ignited those that were within it.

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B4B photo

Signs

Merchandise

Radio Ads

Play radio ad!

How did it all begin...?

Play the video!

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Rinse. Wash. Repeat.• Lessons from the Billionaires:

– Strong brand: the URL contains the message– Campaign is built around participation– Creative approach to catch people’s attention

Rinse. Wash. Repeat.• Lessons from the Billionaires:

– Strong brand: contains the message– Campaign is built around participation– Creative approach to catch people’s attention– And... Netroots to grassroots

Rinse. Wash. Repeat. Win.

• Now add:– Tangible win opportunities– Long-term campaign plan– Integration with offline campaign

Web hub

E-mail template

Activist blogs

Play the damn PSA!

Ladder of engagement

• Live video from the action• Several e-mail blasts that day• 1000s of calls to Kimberly-Clark headquarters

(tied up phone for hours)• Sense of urgency, sense of the importance of

participation

Capturing the moment

Kleercut outcomes year one:

• 1000 new activists/month for 20 straight months• Over 150,000 messages sent to K-C• Nation Days of Action (media attention)• Ads placed in the New York Times• Shareholder resolution introduced• Negotiation with key K-C clients

And... (drum roll please!)

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So... let’s look at how social media can support online

organizing

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But first...

• Security (be aware of the risks; make choices)

• Think about what communication channels to use when (e-mail vs. social network vs. phone)

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Petitions (or, in other words, growing your list)

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How to find your community...

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How to monitor your impact...

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How about a quick Q&A?

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Tools we’re going to look at...

• Twitter• Hoot Suite• Facebook / Facebook Page / Facebook Ads• YouTube / Tube Mogul• Netvibes / iGoogle• ... any others that are on your mind?