Using Online Tools for Effective Organizing

Friday, October 149:00-10:20 a.m.

Woodward Ballroom C

Jennifer Janssen National Wildlife Federation

Online Advocacy and Outreach Senior Coordinator

Using Online Tools for Effective Organizing

Moving beyond the buzz

What is Online Organizing?

Image: http://www.clevearguelles.com/wp-content/uploads/2010/09/vote_online.gif

What is Social Media?

http://www.mobilitypr.com/blog/wp-content/uploads/2011/06/social-media_day.jpg

Why I Love Online Organizing

• Reach• Engagement• Action

Developing Online StrategyBest Practices

• Goal driven• Audience-centered• Focused• Long-term

http://www.you-can-teach-writing.com/writing-objectives.html

Start With a Numeric Online Goal• Cultivation• Recruitment• Petition volume• Public comments• Phone calls• LTEs• Event RSVPs• Fundraising

Image: Flickr / Nathan Forget

Navigate the Hype • Use the right tools for the job• People, not tools achieve campaign goals

http://www.anewmorning.com/2009/01/30/how-to-create-your-own-flash-website-online/

Know Your Audience

• Do research • Use messaging

that is compelling—to your supporters

• Collect data

Know your audience – National Wildlife Federation Example

Think long-term• Ladder of engagement• Timing• Balance asks with

cultivation• Investment

Online Tools & Tactics

• Research• Cultivate• Activate• Market & Distribute

Audience Research Tools & Tactics

• Survey– Surveymonkey.com– Polldaddy.com– Google forms

• Behavioral Data– Email a/b tests– Web stats

• Listening – Google alerts/reader– Addictomatic – Search.twitter

Cultivation Tools & Tactics• Home base

– Website– Blog– Online community site

• Offer “products”– Information– Access – Make a difference

• Audience-centric– Interactive– Layered cake– Keep it fresh

• Multi-channel marketing– Web, emails, e-newsletter, social media, web ads, mobile, etc

Activation Tools & Tactics

• Online petition• Call page• LTE page or alert• Event page or

social site• Donation page• Target’s page

Online Petitions

• Free– Change.org– Care2– Act.ly

• Cost– Convio– Salsa– Care2– Change.org

Marketing or DistributionTools & Tactics

• Email blast– Action alert, e-news, invite– Convio, Salsa, etc.– BCCing– Listserves

• Your webpage and blog– Features on your webpages

• Social networking sites– Facebook, Twitter, etc.

• Mobile– Mobile Commons

• Web Ads– Google, Facebook

Timing in Legislative Campaigns• Bill Movement

– eNews story, blog post, social media

• Final Vote– Phone bank

• Post-Vote Accountability– Action alert in email blast, social media

• Post-Vote (without accountability)– eNews story, blog post

• No Bill– eNewssStory, blog post, social media

• Public Comment Period– Action alert

Great Lakes Restoration ConferenceMarketing and Distribution

• Live streaming• Live blogging– Images, interviews, responses, tweets

• Targeting decision-makers• Expanded access• Crowd sourcing– #healthylakes– Email content to

healthylakes@gmail.com

Develop an Online Plan

1 Campaign or organizational goal+ 1 Online goal+ 1 Audience+ Realistic capacity+ 1-3 online tactics & tools= A strong plan.

Create a plan, share with your group, & report back.

http://www.mamakatslosinit.com/2011/08/writing-prompts-82/

Spread the word! Wireless:

Choose “Woodward Prefunction” and use passwordHOW11

Conference website: Conference.healthylakes.org

Email us photos, comments, tweets or video & we will post online: healthylakes@gmail.com

On Twitter? Use the hashtag: #healthylakes