Digital Advocacy: Mobilizing your audience in a connected world

@shaw_tim#wintersummit2012

Digital Advocacy

@shaw_tim#wintersummit2012

Mobilizing Your Audience in a Connected World

@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012

A bit about me…


Take out your phones

And tweet away!


Today we’ll talk about

Digital Advocacy


Technology changes


Technology changes

#egypt


Technology changes

#syria


Technology changes

#occupy


The revolution is being tweeted.


People adapt


People adapt

They find the technology�that suits their need…


People adapt

…or they modify �the technology�


Organizations adapt


The new grassroots


And closer to home


Technology

The platform for creating answers…


Technology

…but not the answer itself.


A powerful thing…

So how do you use it?


What is digital advocacy?

Focused



Informing



Community building


Why use social media?



#1 online activity


Ogilvy PR Worldwide & Centre for Social Impact Communica<ons



Communities



Trust



Immediacy


The slacktivist


The slacktivist

They’re not all bad.


The slacktivist

More supportive than they seem


It actually makes sense

Different levels of engagement


Levels of participation

1. What’s a face book?



2. Spectator



3. Joiner



4. Collector



5. Critic



6. Creator



The slacktivist?



Where do we fit?


The slacktivist

Isn’t only online


Inform | Involve | Inspire


Set the right goals


Know why

Really know. you’re here


Find your audience


Find your audience

Know who You need to reach


What’s happening Right now?


Now, listen carefully


h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg



For…



To people…


Plan your attack

Well, really just�have a plan…


How do you want to engage?


Establish your voice


Establish your character


Establish your tone


Establish your language


Establish your purpose


Build the infrastructure



2.0


What is your message

h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/


How do you participate


The story

Be a person like me


Tell great stories


I had to know �and understand my own story before I could listen�

and help other people �with theirs.

– Barack Obama


There’s always more to the story


Make it meaningful


Make it believable


Inspire change

No big deal.


Keep your audience

On the edge of their seats


Everyone is doing it

Sharing, that is


Don’t fall into silos


Make the ask


Ask for something

And be specific


Make it simple


Know where to go


Pay attention. Be flexible.



Monitor



Evaluate



Assess



Adapt


See, it’s simple

Right


A few more rules


Be honest


Be transparent


Be generous


Share


Be supportive


Be responsive


Be collaborative


Listen!


Provide value


Advocate. Don’t lobby.


Invest time


Give a damn.


Different forms

Of digital advocacy


Creating a home base

Using blogs to �inform & mobilize �

members


Directed them to resources


Educated & Encouraged


We also went low tech


And it worked


Another example


How the heck?


Constant storytelling


And they are active IRL


Why did you show us this


They’re a great case study


They know

Their audience


They know

Their objective


They know

How to be social


They know

How to make �participation easy


Wow…That’s about it

Any questions?


Thanks!

Tim Shaw [email protected] 416-738-0395

@shaw_tim Linkedin.com/in/tmshaw

www.amplifi.ca

Digital Advocacy: Mobilizing your audience in a connected world

Documents

Transcript of Digital Advocacy: Mobilizing your audience in a connected world