bringing community organizing into online social media campaigns - askanase, sample ward, boothe
DESCRIPTION
Principles of community organizing, including traditional campaign mapping, inform and lay the groundwork for successful social media campaigns and strategy. This presentation covers the basic principles of community organizing that are necessary for a successful online campaign, how to map out online campaigns, and offers examples of three nonprofit online campaigns that used these principles.This presentation was prepared collaboratively by Debra Askanase @askdebra, Ivan Boothe @rootwork, and Amy Sample Ward @amyrsward for the 2010 Nonprofit Technology Conference, and will be presented at a session on April 9, 2010.TRANSCRIPT
Bringing Community Organizing Into Online Campaigns
Session Designers:
Debra Askanase, @askdebraIvan Boothe, @rootwork
Amy Sample Ward, @amyrsward
Session Agenda• Introductions• Community Organizing: An Overview (10 min)• Principles of Community Organizing (10 min)• Campaign Mapping Checklist (10 min)• Bringing It All Together: Analysis of Online
Campaigns (15 min)• Breakout Sessions: Plan Your Online Campaign (30
min)• Report Backs & Campaign Feedback (10 min)
About the Presenters
Debra: strategic use of social
media is community organizing
Amy: help the community to help
itself
Ivan: organizing for the long term means building community in the short term
Need Your Help:
We are looking for your advocacy campaign ideas to put into action -
today!
Community Organizing is...
The concept that individuals affected by an issue have more power to create change by coming together than by acting individually.
Community organizing empowers ourselves, creates long-term change, and changes the balance of power.
http://www.flickr.com/photos/21789669@N00/3207907157/
Powered by organization(s) to
create change
...or by the grassroots efforts of
individuals
Organization-Based Organizing
Grassroots-Powered Organizing
Principles of Organizing
movement-building
strategy (power analysis)
community accountability
go where the people are
leadership development
1. Organizing for a Movement
(it’s long-term)
www.flickr.com/photos/vtveen/2737555893/
2. Strategic Organizing
3. Accountabilitywww.flickr.com/photos/wheatfields/1614979200/
4. Social Networks for Change
go where your
people are!
xkcd.com/256
5. Cultivate New Leaders
Find voices. Amplify them.
Campaign Mapping
10,000 ft
Campaign Mapping
From 10,000 feet, there's nothing blocking your view to identify your SMART goals: • Specific• Measurable• Attainable• Realistic• Time-specific
Key Question: what are we going to do?
Campaign Mapping
1,000 ft
Campaign Mapping
Using the 10,000 foot perspective, it's now easy to identify and map your: • Decision makers• Influencers• Partners & Allies• Supporters• Community
Key Question: Who is involved?
Campaign Mapping
100 ft
Campaign Mapping
Now that we know all the players, we can map the corresponding: • Messages• Platforms• Timeline• Evaluation
Key Question: what are we saying and when?
Campaign Mapping
10 ft
Campaign Mapping
We are getting really close now and can start looking at the nitty-gritty: • Expected obstacles• Engagement plans• Leadership development• Identifying first steps
Key Question: what are we missing?
Campaign Mapping
1 ft
Campaign Mapping
On the ground and running! Now that you're going, in real-time you can: • Relinquish control • Recognize and empower active contributors• Create collaborations• Measure impact• Say thanks
Key Question: how do we do even better?
Case Studies
Free the Jena Six Movement-Building
"There is no single leader. There is no agreed schedule. Organizers aren't even certain where everyone is supposed to gather ... the only thing that is known for sure is that thousands of protesters are boarding buses at churches, colleges and community centers across the country this week, headed for this tiny dot on the map of central Louisiana."
—Chicago Tribune
Free the Jena Six Where the people are: Self-organizing
silence on mainstream blogs...500 Facebook groups1,600 YouTube videos
Free the Jena Six ColorOfChange.org: Adding strategy
Free the Jena Six The hip-hop community: Amplifying voices
Free the Jena Six
www.flickr.com/photos/martinez-nesporova/1416931832/in/pool-freethejena6/
I Believe In Open
I Believe In OpenStrategy
I Believe In OpenCommunity Accountability
I Believe In OpenGo Where the People Are
these leaders formed the FB Group
I Believe In OpenGo Where The People Are
I Believe In OpenMovement Building
2010 ChangeCampPlanning 100 ChangeCamps across Canada
I Believe In Open: next election cycle Launch an "ideas campaign"
(vote for top 5 ideas to make government transparent)
I Believe In OpenMovement Building
I Believe In OpenLeadership Development
Government: All NDP leaders signed up and took the lead
38 MP Pledges
Community:380 voter signups 290 FB Group membersChangeCamp movement: 9 towns, 100s of community organizers across Canada
TweetsgivingMovement Building
TweetsgivingStrategy
TweetsgivingCommunity Accountability
TweetsgivingGo Where the People Are
TweetsgivingLeadership Development
Who's Ready to Share?
http://www.flickr.com/photos/33914386@N08/3230910546/
Breakout Sessions: Planning Your Online Campaign
http://www.flickr.com/photos/53326337@N00/3942558779/
Report Backs and Feedback
http://www.flickr.com/photos/51487460@N00/144670634/
References
Tweetsgiving:http://epicchange.orghttp://tweetsgiving.epicchange.org/
I Believe In Open:http://ibelieveinopen.ca/http://visiblegovernment.ca/indexhttp://wiki.changecamp.ca/index.php?title=&bc=4http://changecamp.ca/about/http://civicaccess.ca/wiki/
Free the Jenna 6:http://en.wikipedia.org/wiki/Jena_Sixhttp://www.thedemocraticstrategist.org/strategist/2007/09/jena_and_the_internet.phphttp://adage.com/bigtent/post?article_id=120817
Thank You!Debra Askanase, Social Strategy Director Community Organizer 2.0 www.communityorganizer20.com [email protected]; @askdebra
Amy Sample Ward, Global Community Development ManagerNetSquaredwww.netsquared.org; [email protected]; @amyrsward
Ivan Boothe, Creative DirectorRootwork.org
[email protected]; @rootwork