Ben Rigby, Co-Executive Director MobileVoter.orgJacob Colker, Grassroots Field Consultant

What is Web 2.0?

A Phenomenon

Tectonic shifts in economy, society, and technology,

recognized by everyone.

The Potential

1. Supplement existing tactics

2. Create categorically new ways to recruit,

engage, mobilize, and empower young

people

3. Change the world

Tendencies

Jump In Blind(do everything)

Do Nothing Do It 1.0

Know your tools

Know your people

1. Blogs

2. Social Networking & Lots of Examples

3. Web Photo & Video

4. Wikis

5. Maps

6. Virtual Worlds

7. Games

8. Mobile Phones

Talk Overview

Blogs

1. Tell your story

2. Offer participation in a community

3. Report alternative news

4. Harness super supporters

5. Create a sounding board

6. Frame & promote your story

Blogs Reporting Alternative News

Social Networks

1. Recruit supporters

2. Promote your story

3. Raise money

4. Build a new network to engage an

existing community

Social Networks

Targeting:

1. Alexa data

2. Demographics of people that use a

particular site (market segments)

3. Keyword searches in the network /

Adwords

4. Statistics / Insights

Social Networks

Evaluating:

1. Embed custom links to gain metrics

2. Ease of communicating with friends

3. Ability to “brand” the page

4. Demographics of people that use a

particular site

Social Networks

Viral: Not guaranteed, steps you can

take to maximize potential.

1. Links in every email

2. Links on website

3. Engaging conversations and comment

posts

Social Networks

Social Networkshttp://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=293503589

Recruiting Supporters

TARGETING & MARKET SEGMENTATION_____________________

Niche Networks

TARGETING & MARKET SEGMENTATION_____________________

Country & Region

TARGETING & MARKET SEGMENTATION_____________________

Use whatever data you can find, and approaching it from an academic

research perspective.

ABILITY TO “BRAND”

ABILITY TO COMMUNICATEWITH FRIENDS

PROBLEM: LOSS OF CONTROL

Web Photo & Video

1. Scrutinize opponents

2. Respond to news

3. Report news

4. Energize & focus supporters

5. Mobilize supporters

6. Have a conversation

Web Photo & Videohttp://www.youtube.com/watch?v=Rww0P0Uae5E

BAD!

Web Photo & Videohttp://www.communitycounts.us/townhall/miller/

GOOD!

Wikis

1. Capture enthusiasm

2. Create a community resource

3. Conduct advocacy

4. Extend organizational capabilities

5. Enhance an existing service

Wikis AbbotsGreed.com

Maps

1. Direct to community services

2. Visualize hard-to-decipher data

3. Tell your story

4. Recruit supporters

5. Focus collective action

6. Connect people

Maps connecting communities

Virtual Worlds

1. Outreach & giveaways

2. Earn media recognition…

3. Connect offline groups

4. Organize meetups

5. Sell virtual objects

6. Pledge drives

7. Educate experientially

Virtual Worlds Meetup at Nonprofit Commons

Games

1. Alternate Reality Games

2. Casual games

3. Games that generate data

4. Game mechanics everywhere

Games Generating valuable datasets

Mobile Phones

1. Recruit supporters

2. Conduct petitions

3. Conduct on-demand advocacy

4. Coordinate protesters

5. Mobilize

6. Fundraise

7. Do citizen journalism

8. On-demand volunteerism

Mobile Phones Mobilizing Supporters

Mobile PhonesOn-demand Volunteerism

Trends Leading to Success

1. Understand how young people use their

technologies

2. Dedicate resources

3. Focus on people vs. technology

4. Embrace the Web 2.0 ethos