digital advocacy: mobilizing your audience in a connected world

@shaw_tim#wintersummit2012

Digital Advocacy

@shaw_tim#wintersummit2012

Mobilizing Your Audience in a Connected World

@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012

A bit about me…

Take out your phones

And tweet away!

Today we’ll talk about

Digital Advocacy

Technology changes

#egypt

Technology changes

#syria

Technology changes

#occupy

The revolution is being tweeted.

People adapt

They find the technology�that suits their need…

People adapt

…or they modify �the technology�

Organizations adapt

The new grassroots

And closer to home

Technology

The platform for creating answers…

Technology

…but not the answer itself.

A powerful thing…

So how do you use it?

What is digital advocacy?

Focused

Informing

Community building

Why use social media?

#1 online activity

Ogilvy PR Worldwide & Centre for Social Impact Communica<ons

Communities

Immediacy

The slacktivist

They’re not all bad.

The slacktivist

More supportive than they seem

It actually makes sense

Different levels of engagement

Levels of participation

1. What’s a face book?

2. Spectator

3. Joiner

4. Collector

5. Critic

6. Creator

The slacktivist?

Where do we fit?

The slacktivist

Isn’t only online

Inform | Involve | Inspire

Set the right goals

Know why

Really know. you’re here

Find your audience

Know who You need to reach

What’s happening Right now?

Now, listen carefully

h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg

For…

To people…

Plan your attack

Well, really just�have a plan…

How do you want to engage?

Establish your voice

Establish your character

Establish your tone

Establish your language

Establish your purpose

Build the infrastructure

What is your message

h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/

How do you participate

The story

Be a person like me

Tell great stories

I had to know �and understand my own story before I could listen�

and help other people �with theirs.

– Barack Obama

There’s always more to the story

Make it meaningful

Make it believable

Inspire change

No big deal.

Keep your audience

On the edge of their seats

Everyone is doing it

Sharing, that is

Don’t fall into silos

Make the ask

Ask for something

And be specific

Make it simple

Know where to go

Pay attention. Be flexible.

Monitor

Evaluate

Assess

See, it’s simple

A few more rules

Be honest

Be transparent

Be generous

Be supportive

Be responsive

Be collaborative

Listen!

Provide value

Advocate. Don’t lobby.

Invest time

Give a damn.

Different forms

Of digital advocacy

Creating a home base

Using blogs to �inform & mobilize �

members

Directed them to resources

Educated & Encouraged

We also went low tech

And it worked

Another example

How the heck?

Constant storytelling

And they are active IRL

Why did you show us this

They’re a great case study

They know

Their audience

They know

Their objective

They know

How to be social

They know

How to make �participation easy

Wow…That’s about it

Any questions?

Thanks!

Tim Shaw tim@amplifi.ca 416-738-0395

@shaw_tim Linkedin.com/in/tmshaw

www.amplifi.ca

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