new media track - part 2
DESCRIPTION
Part 2 of the New Media Track at the Immigrant National Convention in Montgomery, Alabama.December 16, 2011TRANSCRIPT
New Media TrackDecember 16 & 17, 2011
Nicole Cairns & Allie CarterReform Immigration FOR America online team
New Media for AdvocacyWe have learned the components of an online campaign – now we will discuss what online campaigns look like in action.
1. Basics of online organizing2. Creating a narrative and determining content3. Online and offline actions4. Targeting 5. Reporting back and fundraising6. Break for questions7. Case study: Illinois Coalition for Immigrant and Refugee Rights8. Breakout exercise: creating a one-month calendar9. Report back and closing questions
Basics of Online Organizing
Online organizing is onlinecommunication, outreach, andmobilization that allows individuals totake part in your work, as a complementto traditional organizing.- This includes recruiting, building up, turning out, and fundraising
Online organizing has advantages: - dynamic - targeted- nimble- meeting people where they are
Creating a Narrative
What’s the story you want to tell?• Your communications should be guided by an overarching theme, goal, or message• Leave open moments for campaign moments to fit in to your arc as your campaign progresses• Control your story – or someone else will
Different channels will be best for different components of an overall story• What are the best ways to communicate on Twitter, Facebook, email, SMS alerts, YouTube, blog?
Content Analysis: What Goes In, What Comes Out
From A List Apart:
All of your content should be written and distributed with attention to your audience. Some pieces of content to keep in mind:- Press releases- Legal documents or white papers- Fundraising reports- PSAs, videos, and multimedia- Stories from individuals- Region- or state-specific information
Types of Online Asks
Sign up for emailsJoin us on Facebook or Twitter
Sign an online petitionDownload a document
Share with friendsTake an online quiz
Leave a comment on a news articleChange your profile picture
Submit your story or photoMake a call with a script
Write a blog postWrite a letter to the editor
RSVP for an eventCrowdsource: a video, logo, slogan, design
Join a strategy conference callDonate
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Connecting Online/OfflineConnecting with community leaders
Turning out supporters for a town hall
Day of calls to a representative
Producing a radio ad
Recruiting school campus coordinators
Research local voices on Twitter, blogs
Create Facebook event, ask others to invite friends
Ask followers to post as their status (or tweet bomb)
Source stories from online outreach through crossposting
Target emails, Facebook posts to young members
Reaching Key Audiences with Targeting
Targeting ensures that you can reach key audiences quickly, or test without reaching out to your entire membership- location, age, language, donation history, action history, length of time as a member, specific interests, or other qualifiers
Example = RI4A house parties-Through SMS targeting, we organized 1,009 house parties in 45 states and Puerto Rico to join the call
Closing the Loop
• Owning your victories• Acknowledging your defeats• Reporting back- For your members: inspiration and measured proof of effect - For your team: record of online campaign work for later
reference, metrics and lessons- For grant proposals: demonstrate robust, creative online work
Online Fundraising: A Quick Note
Successful fundraising is honest, creative, and meaningful.- Clarity will make donors trusting- Creative asks will bring in new donors- Donors and potential donors need to feel sincerely feel engaged and appreciated
2011 Immigrant National Convention
Case study: ICIRR’s campaign for the Illinois DREAM Act
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YOUTH
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VS
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Social Media Communications Outside of Organizational Control
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www.icirr.org/illinoisdream
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Breakout Exercise: Integrating Online and Offline Organizing
Using the information on various new media tools, planning a narrative, defining your targets, and getting members more and more involved with your work, you will create a one month calendar around a rally at the state capitol:- Recruit volunteer organizers and rally attendees- Create necessary materials (signs, flyers, logos, Facebook
profile pictures, etc.)- Record and document the work before, during and after
the event- Determine a ladder of engagement to keep attendees
involved with the organization after the event- Use moments of success as ways to fundraise- Anything and everything else!
2011 Immigrant National Convention
Nicole Cairns, Online Director, RI4A – [email protected] Carter, New Media Associate, RI4A – [email protected] Gilchrist, II, National Campaign Director, MoveOn.org – [email protected] Ryan, Online Advocacy Manager, ICIRR – [email protected]
Thanks for coming to the session!Have questions? Contact us!