Date post: | 16-Jan-2015 |
Category: |
Technology |
Upload: | healthy-lakes-healthy-lives |
View: | 784 times |
Download: | 0 times |
Using Online Tools for Effective Organizing
Friday, October 149:00-10:20 a.m.
Woodward Ballroom C
Jennifer Janssen National Wildlife Federation
Online Advocacy and Outreach Senior Coordinator
Using Online Tools for Effective Organizing
Moving beyond the buzz
What is Online Organizing?
Image: http://www.clevearguelles.com/wp-content/uploads/2010/09/vote_online.gif
What is Social Media?
http://www.mobilitypr.com/blog/wp-content/uploads/2011/06/social-media_day.jpg
Why I Love Online Organizing
• Reach• Engagement• Action
Developing Online StrategyBest Practices
• Goal driven• Audience-centered• Focused• Long-term
http://www.you-can-teach-writing.com/writing-objectives.html
Start With a Numeric Online Goal• Cultivation• Recruitment• Petition volume• Public comments• Phone calls• LTEs• Event RSVPs• Fundraising
Image: Flickr / Nathan Forget
Navigate the Hype • Use the right tools for the job• People, not tools achieve campaign goals
http://www.anewmorning.com/2009/01/30/how-to-create-your-own-flash-website-online/
Know Your Audience
• Do research • Use messaging
that is compelling—to your supporters
• Collect data
Know your audience – National Wildlife Federation Example
Think long-term• Ladder of engagement• Timing• Balance asks with
cultivation• Investment
Online Tools & Tactics
• Research• Cultivate• Activate• Market & Distribute
Audience Research Tools & Tactics
• Survey– Surveymonkey.com– Polldaddy.com– Google forms
• Behavioral Data– Email a/b tests– Web stats
• Listening – Google alerts/reader– Addictomatic – Search.twitter
Cultivation Tools & Tactics• Home base
– Website– Blog– Online community site
• Offer “products”– Information– Access – Make a difference
• Audience-centric– Interactive– Layered cake– Keep it fresh
• Multi-channel marketing– Web, emails, e-newsletter, social media, web ads, mobile, etc
Activation Tools & Tactics
• Online petition• Call page• LTE page or alert• Event page or
social site• Donation page• Target’s page
Online Petitions
• Free– Change.org– Care2– Act.ly
• Cost– Convio– Salsa– Care2– Change.org
Marketing or DistributionTools & Tactics
• Email blast– Action alert, e-news, invite– Convio, Salsa, etc.– BCCing– Listserves
• Your webpage and blog– Features on your webpages
• Social networking sites– Facebook, Twitter, etc.
• Mobile– Mobile Commons
• Web Ads– Google, Facebook
Timing in Legislative Campaigns• Bill Movement
– eNews story, blog post, social media
• Final Vote– Phone bank
• Post-Vote Accountability– Action alert in email blast, social media
• Post-Vote (without accountability)– eNews story, blog post
• No Bill– eNewssStory, blog post, social media
• Public Comment Period– Action alert
Great Lakes Restoration ConferenceMarketing and Distribution
• Live streaming• Live blogging– Images, interviews, responses, tweets
• Targeting decision-makers• Expanded access• Crowd sourcing– #healthylakes– Email content to
Develop an Online Plan
1 Campaign or organizational goal+ 1 Online goal+ 1 Audience+ Realistic capacity+ 1-3 online tactics & tools= A strong plan.
Create a plan, share with your group, & report back.
http://www.mamakatslosinit.com/2011/08/writing-prompts-82/
Spread the word! Wireless:
Choose “Woodward Prefunction” and use passwordHOW11
Conference website: Conference.healthylakes.org
Email us photos, comments, tweets or video & we will post online: [email protected]
On Twitter? Use the hashtag: #healthylakes