Women Who Tech: Building Social Movements

www.WomenWhoTech.com

Principles of Social Media ROI

MODERATOR:

Roz Lemieux

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PANALISTS:

Beth Kanter and Lauren Vargas,

www.womenwhotech.com

Using Technology & Social Media To Build Social Justice Movements

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PANALISTS:

Amy Sample WardApril PedersenClaire Diaz-OrtizMichael Silberman

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A little housekeeping:

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Today’s Panel

Amy Sample WardNTEN@amyrsward

April PedersenSalsa Labs@aprilinaction

Michael SilbermanGreenpeace@silbatron

Claire Diaz-OrtizTwitter@claired


Next up:






How Big Is Yours?How 665,000 People SavedMediterranean Fisheries

GREENPEACE CAMPAIGNCASE STUDY



1. Create strong campaign story to work across channels, mediums, audiences


2. Give everyone a fish! Mobile app (game?) encourages engagement, growth, action.

‘I learned how big mine is. Click here to learn how big yours is.”


Sex sells. And saves fish.But views didn’t convert to action.

3. Build media, momentum with edgy video.


4. Consistent, informed pressure on legislators: monitor fish markets

2,000+ citizens calling Ministry put undersized fish issue on agenda.

Web page inviting people to send a fax.


5. Rest, monitor progress, remind.


Success!

500,000+ informed citizens taking action


MORE!Read complete case studyWatch campaigners discuss

http://act.gp/HBIYcase


NGO-LED PEOPLE-LED

New technologies allow people to increasingly lead efforts for change.

Change-making is shifting from


Why does this matter for Greenpeace?

more empowered supporters bigger wins

more moneyretention


17 Mill


BEFORE“Greenpeace won.”

AFTER“I won with Greenpeace.”


Innovations in people-powered campaigning and digital mobilisation from around the world.

Signup for dispatches:MobilisationLab.org

Join campaigners from 350.org, ActionAid, Oxfam, Red Cross, Save the Children and otherleading organisations.

@MobilisationLab


Next up:






#Functionality




#Transparency




#Connection




Next up:






Know Your “Theory of Change” Know Your “Theory of Change”

& Tell a Story& Tell a Story

www.WomenWhoTech.com33

Create a Call to ActionCreate a Call to Action

& Organize a Base of Support& Organize a Base of Support


Build Relationships through Build Relationships through

EngagementEngagement


Know your SupportersKnow your Supporters

& Empower Them& Empower Them


Target & Amplify your MessageTarget & Amplify your Message


Reward your SupportersReward your Supporters


Measure your ProgressMeasure your Progress


Iterate, Hone, ExperimentIterate, Hone, Experiment

& Repeat& Repeat


Questions?



