social mobilization
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Social mobilization
Rafael Rubio
[email protected]: +34 91 57 57 755 20
[email protected]: +34 91 57 57 755
Social mobilization
“¡Ok! Have convinced me. Now, get out there and put pressure on my”
President Franklin D. Roosevelt
Social mobilization
“Ten people who speak make more noise than ten thousand silent”
Napoleon Bonaparte
Public Opinion and Sensibilization
Social mobilization
Conventional Mobilization
Unconventional
Mobilization
Mass access to ICT through internet has changed the social mobilization processes.
Social mobilization
New volunteerLess faithful
More demandingPunctual
collaborationsIndividualistic
VOLATILITY
Social mobilization
Doing something in support of an
issue or cause that requires minimal personal effort.
Term coined by Dwight Ozard
and Fred Clark in 1995
SLACKER
Social mobilization : Unconventional
Slacktivist can build
awareness of an issue overnight.
Social Media
allow us to learn about more issues
than ever before
Send a tweet=
attend a sit-in
But it can achieve the
goal another way by
spreading the
awareness of the issue
Social mobilization : Unconventional
The whole worldcan sign an online
petition
New anti-corruption
laws are now in the works
How many
signatures can a single person with a
petition get?
Social mobilization : Unconventional
Red Cross raised $20 million in 5 days after the
Haiti earthquake through text
message donations. 10,000 texts per second.
The 59% of people say
that the internet has had a major impact on the ability
to get individuals together to make social
change
The Slacktivist have probabilities of: Be propitious to solicit donations. Be volunteer and be part of an event. Encourage others to sign a petition or contacting with a
politician.
Social mobilization : Unconventional
The 85% of Twitter users are
group participan
ts
The 80% and the 59% of
internet users participate in
groups, compared
with 56% of non-internet
users.
During the SOPA
blackout, 3,9 million
SOPA-related
tweets were sent out
Social mobilization : Unconventional
Put a magnetic ribbon in your car
Participated in a short-
term boycott.
Turned off your power for an hour
You are wearing an awareness
bracelet
Donated through text
message
Bought a product
because they will donate a
portion of proceeds to
charity.
Social mobilization : Unconventional
ACTIONS
Massive mobilizati
on
Impact Mobilizati
on
1 2
Effect Motivator
Bandwagon effect
Social Support
Media attention
Objectives
Difficulty: Spectacularity
Social mobilization : Unconventional
Unconventional Mobilization
FOAM EFFECT
Fame:
Clarity Creation Objective Success
Greater mobilizatio
n
Social Media and social impact
In simplicity
ADVANTAGES
DISADVANTAGES
Social mobilization : Unconventional
Social mobilization : Conventional
Conventional Mobilization
Time Continuit
y
No a single action
implicationinstitutions and people
interests
Social mobilization : Conventional
Broad social base
Motivated
Informed
SOCIAL COMPROMISE
Combine exigency through
clear tasks, concrete
and useful.
TRANSMIT THE MESSAGE IN CIRCLES OF TRUST. Very effective.
Volunteers indispensable.
Social mobilization : Conventional
Planning a campaign:
More than 200 non-violent activitiesGraphic contentStart with hits for useless they areDo not forget side effectsSeize / find excuses: Visibility, BBDD,
Leaders.Explain the failures: Exploit the successes
Social mobilization : Conventional
ACTORS
Part of the teamTreatment: trust and transparencyInformed with priorityFormationMobilizersPROTAGONIST
Trabajadores socios donantes voluntarios habituales colaboradores ocasionales ciberactivistas simpatizantes interesados público general…
Only a few:
[email protected]: +34 91 57 57 755
Social mobilization
Effect grassroot: feeling thermometer, leaders location, volunteer coordination, information
distribution, quick answers.
Social mobilization : Conventional
Social networksCollaborative working groups
NewsletterMailing List and SMS
BlogsPetitions and Surveys
Personal impact calculatorsVideos
Individual Stories
TOOL
S
[email protected]: +34 91 57 57 755
[email protected]: +34 91 57 57 755
Organize actuation
Keep people informed
Raise funds
Personal relation,
massive and personalized
1. Define the goal
2. Identify the recipients
3. Centers the message
4. Define the media
5. Creates the web
6. Promote Yourself
7. Keep updated page
8. Reports the successes
9. Appreciates the support
10. Communicate the results
O
nlin
e
cam
paig
nCampaign Execution:Steps:
Social mobilization : Conventional
Social Networks
Social Action Machine
Identity
involveactors
through tools
KnowledgeContact
Motivation
Actors + tools + Plan
Social mobilization : Conventional
Depends on timeOf the simplicity of the message:
The more simpler the message, more easier to bet on social mobilization.
Suspect if you are firstRevises the existing
WE ARE THE FIRST
Social mobilization : Conventional
Having a great plan, a plan, a tactic and procedures.
Take the initiative, avoid being reactive.
“I must hurry. I’m their leader and they have left” (New Yorker)
PLANIFICATION
STRATEGY
ORGANIZATION
Social mobilization : ConventionalEngagement Pyramid
Social mobilization : Conventional
TRANSPARENCY
1. Run away from conspiracies.2. Avoid Interposed Groups : Nothing is hidden that will not be rebelled3. clear identity4. Social base: Power citizen and institutional .
TRANSPARENCY
Social mobilization : Conventional
IDENTITYAllows social networks:
Define themFeeling proud of being behind
Share stories
THAT IS TO BE PART OF HISTORY!
IDENTITY
Tlf: +34 91 57 57 755
Social mobilization : ConventionalPyramid of compromise / community
management
Connection
SOMETHING ABOUT TO [email protected]
Tlf: +34 91 57 57 755
Working on BBDD
Exploit events or excuses to create
community
Search "influentials"
1. Bases, personal networks, affected
2. Stick with friends
3. General public4. Active
Participation in active platforms
Build on groups or build groups
Social mobilization : ConventionalPyramid of
compromise
Conversation
PERSONALIZATION
Society of care: SHOWCare society demands
information sexier than ever.
Easy and attractive become Speaker: Communication causes reaction . Amplification.
The symbolic and graph eat the conceptual.
Is achieved media attention.
In relation to the conversation, the contents serving:
Social mobilization : ConventionalPyramid of
compromise
ACTION
-Making life easier with applications-Maximizing activity of volunteers-Cooperation, healthy competition. Goals and achievements-Abundance of materials and SGC (Self Generated Content)
Campaign 1 to 1
People capable of reacting
Motivations different from
the usual
Involving different
actors but not all at once
INFLUENCE COMPROMISE
Social mobilization : ConventionalPyramid of
compromiseFinally :
Community growsand the level of
compromise
Acquires its
own life
Act differently than desired
Risk
The new communication, bets on Personal Communications
Two levels:Organization /
volunteersVolunteers / legislators
(Public Opinion)
5% de la población
They want to be players (Listen)
Social mobilization : Conventional
Excess tools
The secret
Integrated into a platform
Define use
Result: Machine of policy action
Create social
networks is
matter of time
Facilitate talk
about us
Coherence,
Constancy and
stability
Integration and
coordination of their
parts
Taking people
seriously
Participate in the
conversation with them.
Conclusions
1
4 5
2 3
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