using online tools for effective organizing
DESCRIPTION
Social media and online advocacy tactics are receiving a lot of buzz, and for good reason. But, it is crucial in our work to restore the Great Lakes that we move beyond the buzz to identify the right tactics to meet campaign goals. Come find out about best practices for online mobilizing, learn about useful online tools, identify online tactics that will support your work, and see how technology is being used by conference participants like you to magnify the impact of the 7th Annual Great Lakes Restoration Conference. Presentation by Jennifer Janssen, Senior Online Advocacy and Outreach Coordinator at the National Wildlife Federation.TRANSCRIPT
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
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: [email protected]
On Twitter? Use the hashtag: #healthylakes