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Social mobilization Rafael Rubio
| Date post: | 17-Jul-2015 |
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Social mobilization
Rafael Rubio
Tlf: +34 91 57 57 755 [email protected]
Tlf: +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 volunteer
Less faithful
More demanding
Punctual
collaborations
Individualistic
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
users are
group
participants
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
mobilization
Impact
Mobilization
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
mobilization
Social Media and social
impact
In simplicity
ADVANTAGES
DISADVANTAGES
Social mobilization : Unconventional
Social mobilization : Conventional
Conventional Mobilization
Time
Continuity
No a single
action
implication
institutions
and peopleinterests
Social mobilization : Conventional
Broad social
base
MotivatedInformed
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 activities
Graphic content
Start with hits for useless they are
Do not forget side effects
Seize / find excuses: Visibility, BBDD, Leaders.
Explain the failures: Exploit the successes
Social mobilization : Conventional
ACTORS
Part of the team
Treatment: trust and
transparency
Informed with priority
Formation
Mobilizers
PROTAGONIST
Trabajadores socios donantes
voluntarios habituales colaboradores
ocasionales ciberactivistas
simpatizantes interesados público
general…
Only a few:
Tlf: +34 91 57 57 755
Social mobilization
Effect grassroot: feeling thermometer, leaders location,
volunteer coordination, information distribution, quick
answers.
Social mobilization : Conventional
Social networks
Collaborative working groups
Newsletter
Mailing List and SMS
Blogs
Petitions and Surveys
Personal impact calculators
Videos
Individual Stories
Tlf: +34 91 57 57 755
Tlf: +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
Online c
am
paig
nCampaign Execution:
Steps:
Social mobilization : Conventional
Social Networks
Social Action Machine
Identity
involve
actors
through tools
Knowledge
Contact
Motivation
Actors + tools + Plan
Social mobilization : Conventional
Depends on time
Of the simplicity of the message: The
more simpler the message, more easier to
bet on social mobilization.
Suspect if you are first
Revises the existing
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)
Social mobilization : ConventionalEngagement Pyramid
Social mobilization : Conventional
1. Run away from conspiracies.
2. Avoid Interposed Groups : Nothing is hidden that
will not be rebelled
3. clear identity
4. Social base: Power citizen and institutional .
Social mobilization : Conventional
Allows social networks:
Define them
Feeling proud of being behind
Share stories
THAT IS TO BE PART OF HISTORY!
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 public
4. Active
Participation in
active platforms
Build on groups or
build groups
Social mobilization : ConventionalPyramid of compromise
Conversation
PERSONALIZATION
Society of care: SHOW
Care 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 : Conventional
Pyramid 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 compromise
Finally :
Community grows
and the level of
compromise
Acquires
its own
life
Act
differentl
y than
desired
Risk
The new communication, bets on
Personal Communications
Two levels:
Organization / volunteers
Volunteers / 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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