digital strategy for practical advocacy
DESCRIPTION
Slides from an October, 2013 webinar covering the essentials of creating an online strategy for politics and advocacy. Theme: choosing the tools and tactics based on your particular goals and capabilities. Topics include social media, online advertising, email marketing, online fundraising, blogger/influencer outreach, content marketing, and more.TRANSCRIPT
Crafting a Digital Strategy for Practical Political Advocacy
Tactics without strategy is the noise before defeat - Sun Tzu
Conference audio: call 805.309.5900Enter ID: 590-814-35
Colin Delany
Former political staffer (Texas)
Founder/editor Epolitics.com
Online communications consultant
Political advocate
What I Do
Communications strategy planning, including social media, email campaigns, online fundraising, influencer outreach & more
Audits of organization websites, social media properties, email campaigns & online fundraising
Technology planning & project management
Planning and implementation for specific online comms projects & advocacy campaigns
Training on digital advocacy & politics topics, including email campaigns, Facebook, Twitter, communicating with Congress, fundraising & more
The Essentials
What IS online advocacy?
The Essentials
What does effective online advocacy look like?
Examples
Rules of thumb: -- relationships -- content
The Essentials
Where online advocacy fits in a communications strategy
Amplifier Force-multiplier Key aspect: integration
Key resource involved: time
The Essentials
Typical structure of an online advocacy campaign:
Online hub (website, Fb page)
Ongoing communications with supporters (email, social media, SMS)
Outreach (recruiting, influencing the conversation)
The Essentials
Typical Goals:
Long-term agenda-setting
Short-term policy opportunity/threat
Recruiting
Supporter mobilization (ex: voter turnout)
The Tools
Choosing the right tools:
Rule #1: Base the tools you choose on your goals and capabilities
The Tools
The secret tool: databases
The Tools Website (persuasion/recruiting hub)
Petitions (outreach, recruiting, engagement)
Email (sustained contact/mobilization)
CRM (enables email, sometimes social media)
Social media (persuasion/recruiting outreach + sustained contact/mobilization)
Advertising (persuasion/recruiting outreach)
Direct contact (blogger/influencer outreach)
Strategy
Creating an online strategy in a fast-moving political/policy environment
Identify pressure points
Identify channels
Identify resources
Strategy
More rules of thumb:
Leverage existing narrative/conversations (media outreach, hashtags, memes, infographics)
Integrate your communications – be relentless in your messaging
Keep up the pressure – keep your advocates busy
StrategyGood content matters!
Strategy
Relationships matter!
Direct outreach
CRM/email
Social media
Strategy
Managing supporters
Regular contact (but don't overdo it)
Ladder of engagement
Tiered actions
Super-volunteers
Strategy
What's next in digital advocacy?
What's next for your organization?
Thank You
Colin Delany
Epolitics.com
@epolitics
+1 202 422 4682