digital advocacy: mobilizing your audience in a connected world
DESCRIPTION
What is digital advocacy and how do you use it to mobilize advocates and activists. Presented at the Canadian Society of Association Executives Trillium Chapter Winter Summit in January 2012.TRANSCRIPT
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Digital Advocacy
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Mobilizing Your Audience in a Connected World
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A bit about me…
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A bit about me…
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Take out your phones
And tweet away!
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Today we’ll talk about
Digital Advocacy
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Technology changes
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Technology changes
#egypt
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Technology changes
#syria
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Technology changes
#occupy
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The revolution is being tweeted.
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People adapt
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People adapt
They find the technology�that suits their need…
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People adapt
…or they modify �the technology�
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Organizations adapt
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The new grassroots
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And closer to home
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Technology
The platform for creating answers…
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Technology
…but not the answer itself.
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A powerful thing…
So how do you use it?
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What is digital advocacy?
Focused
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What is digital advocacy?
Informing
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What is digital advocacy?
Community building
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Why use social media?
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Why use social media?
#1 online activity
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Ogilvy PR Worldwide & Centre for Social Impact Communica<ons
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Why use social media?
Communities
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Why use social media?
Trust
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Why use social media?
Immediacy
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The slacktivist
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The slacktivist
They’re not all bad.
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The slacktivist
More supportive than they seem
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It actually makes sense
Different levels of engagement
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Levels of participation
1. What’s a face book?
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Levels of participation
2. Spectator
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Levels of participation
3. Joiner
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Levels of participation
4. Collector
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Levels of participation
5. Critic
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Levels of participation
6. Creator
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Levels of participation
The slacktivist?
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Levels of participation
Where do we fit?
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The slacktivist
Isn’t only online
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Inform | Involve | Inspire
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Inform | Involve | Inspire
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Set the right goals
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Know why
Really know. you’re here
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Find your audience
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Find your audience
Know who You need to reach
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What’s happening Right now?
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Now, listen carefully
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h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg
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Now, listen carefully
For…
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Now, listen carefully
To people…
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Plan your attack
Well, really just�have a plan…
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How do you want to engage?
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Establish your voice
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Establish your character
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Establish your tone
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Establish your language
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Establish your purpose
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Build the infrastructure
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Inform | Involve | Inspire
2.0
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What is your message
h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/
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How do you participate
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Inform | Involve | Inspire
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The story
Be a person like me
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Tell great stories
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I had to know �and understand my own story before I could listen�
and help other people �with theirs.
– Barack Obama
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There’s always more to the story
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Make it meaningful
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Make it believable
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Inspire change
No big deal.
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Keep your audience
On the edge of their seats
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Everyone is doing it
Sharing, that is
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Don’t fall into silos
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Make the ask
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Ask for something
And be specific
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Make it simple
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Know where to go
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Pay attention. Be flexible.
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Pay attention. Be flexible.
Monitor
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Pay attention. Be flexible.
Evaluate
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Pay attention. Be flexible.
Assess
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Pay attention. Be flexible.
Adapt
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See, it’s simple
Right
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A few more rules
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Be honest
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Be transparent
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Be generous
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Share
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Be supportive
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Be responsive
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Be collaborative
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Listen!
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Provide value
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Advocate. Don’t lobby.
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Invest time
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Give a damn.
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Different forms
Of digital advocacy
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Creating a home base
Using blogs to �inform & mobilize �
members
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Directed them to resources
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Educated & Encouraged
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We also went low tech
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And it worked
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Another example
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How the heck?
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Constant storytelling
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And they are active IRL
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Why did you show us this
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They’re a great case study
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They know
Their audience
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They know
Their objective
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They know
How to be social
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They know
How to make �participation easy
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Wow…That’s about it
Any questions?
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Thanks!
Tim Shaw [email protected] 416-738-0395
@shaw_tim Linkedin.com/in/tmshaw
www.amplifi.ca