using online tools for effective organizing

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Using Online Tools for Effective Organizing Friday, October 14 9:00-10:20 a.m. Woodward Ballroom C Jennifer Janssen National Wildlife Federation Online Advocacy and Outreach Senior Coordinator

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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.

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Page 1: Using Online Tools for Effective Organizing

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

Page 2: Using Online Tools for Effective Organizing

Using Online Tools for Effective Organizing

Moving beyond the buzz

Page 3: Using Online Tools for Effective Organizing

What is Online Organizing?

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

Page 4: Using Online Tools for Effective Organizing

What is Social Media?

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

Page 5: Using Online Tools for Effective Organizing

Why I Love Online Organizing

• Reach• Engagement• Action

Page 6: Using Online Tools for Effective Organizing

Developing Online StrategyBest Practices

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

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

Page 7: Using Online Tools for Effective Organizing

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

Image: Flickr / Nathan Forget

Page 8: Using Online Tools for Effective Organizing

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/

Page 9: Using Online Tools for Effective Organizing

Know Your Audience

• Do research • Use messaging

that is compelling—to your supporters

• Collect data

Page 10: Using Online Tools for Effective Organizing

Know your audience – National Wildlife Federation Example

Page 11: Using Online Tools for Effective Organizing

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

cultivation• Investment

Page 12: Using Online Tools for Effective Organizing

Online Tools & Tactics

• Research• Cultivate• Activate• Market & Distribute

Page 13: Using Online Tools for Effective Organizing

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

Page 14: Using Online Tools for Effective Organizing

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

Page 15: Using Online Tools for Effective Organizing

Activation Tools & Tactics

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

social site• Donation page• Target’s page

Page 16: Using Online Tools for Effective Organizing

Online Petitions

• Free– Change.org– Care2– Act.ly

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

Page 17: Using Online Tools for Effective Organizing

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

Page 18: Using Online Tools for Effective Organizing

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

Page 19: Using Online Tools for Effective Organizing

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

[email protected]

Page 20: Using Online Tools for Effective Organizing

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/

Page 21: Using Online Tools for Effective Organizing

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