Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by...
-
Upload
noreen-matthews -
Category
Documents
-
view
215 -
download
2
Transcript of Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by...
![Page 1: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/1.jpg)
Online Advocacy
Listening Online Listening Online to Inform to Inform
CampaignsCampaigns
These training materials have been prepared by Aspiration & Fabriders.
![Page 2: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/2.jpg)
www.aspirationtech.org/training
Who is Aspiration?Who is Aspiration?
Aspiration helps nonprofits and Aspiration helps nonprofits and foundations use software tools more foundations use software tools more effectively and sustainably.effectively and sustainably.
We serve as We serve as ally, coach, strategist, ally, coach, strategist, mentor mentor andand facilitator facilitator to those trying to to those trying to make more impactful use of information make more impactful use of information technology in their social change efforts.technology in their social change efforts.
www.aspirationtech.org/serviceswww.aspirationtech.org/services
![Page 3: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/3.jpg)
www.aspirationtech.org/training
AgendaAgenda
What is a listening online?What is a listening online?
How can it be useful for your How can it be useful for your organization?organization?
What tools can help?What tools can help?
How can it inform your messaging?How can it inform your messaging?
![Page 4: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/4.jpg)
www.aspirationtech.org/training
First ThingsFirst Things
This training is envisioned as a This training is envisioned as a dialoguedialogue
Please ask questions early and oftenPlease ask questions early and often
It will only be as valuable for you as It will only be as valuable for you as you make it!you make it!
![Page 5: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/5.jpg)
www.aspirationtech.org/training
Four ProcessesFour ProcessesAudience Audience AssessmentAssessment
Message Message CalendarCalendarTracking & Tracking &
MetricsMetrics
Publishing Publishing MatrixMatrix
![Page 6: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/6.jpg)
www.aspirationtech.org/training
What is Social Media What is Social Media Today?Today?
Conversations Conversations with people onlinewith people online
Social media
Made for people, Made for people, not organizationsnot organizations
It's not going to work perfectly
Not your virtual Not your virtual megaphonemegaphone
![Page 7: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/7.jpg)
www.aspirationtech.org/training
Basics of ListeningBasics of Listening
Why do I need tools to listen online?Why do I need tools to listen online?To be notified when keywords of interest are mentioned on the internet
![Page 8: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/8.jpg)
www.aspirationtech.org/training
Benefits to ListeningBenefits to Listening
How is it valuable?How is it valuable?Be part of the conversation
Save $$$
Less guessing
![Page 9: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/9.jpg)
www.aspirationtech.org/training
Engage in Online Engage in Online ConversationsConversations
![Page 10: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/10.jpg)
www.aspirationtech.org/training
Your Online Listening Your Online Listening GardenGarden
![Page 11: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/11.jpg)
www.aspirationtech.org/training
Who are your Who are your stakeholders?stakeholders?
Allies are people you want to mobilize Allies are people you want to mobilize AND supportAND support
Neutral Parties are people you want to Neutral Parties are people you want to educateeducate
Opponents are people you want to Opponents are people you want to countercounter
![Page 12: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/12.jpg)
www.aspirationtech.org/training
In a listening contextIn a listening context
Allies, listen for opportunities to Allies, listen for opportunities to amplifyamplify their key messages in through their key messages in through your own social media network (what your own social media network (what goes around comes around)goes around comes around)
Neutral Parties, how are they viewing Neutral Parties, how are they viewing your issue? What is your issue? What is relevantrelevant to them? to them?
Opponents, how do theyOpponents, how do they frame frame your your issue? What is their lens?issue? What is their lens?
![Page 13: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/13.jpg)
www.aspirationtech.org/training
ActivityActivity
Who are your:Who are your:Allies
Neutral Parties
Opponents
![Page 14: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/14.jpg)
www.aspirationtech.org/training
How to searchHow to search
Identify Keywords to search with Identify Keywords to search with I.E, sex worker vs prostitute
Using Google Advanced SearchUsing Google Advanced Searchhttp://www.google.com/advanced_search
![Page 15: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/15.jpg)
www.aspirationtech.org/training
What to look for:What to look for:Names of:Names of:
organization(s) involved
key leader(s) of the campaign
an Executive Director or CEO
any spokespeople for or against the issue
campaigns, propositions, or programs that you support
Any events or Any events or protests that you’ve protests that you’ve been a part ofbeen a part of
Any #hashtags Any #hashtags you’ve created or you’ve created or used frequently to used frequently to contribute to online contribute to online dialogue about your dialogue about your causecause
![Page 16: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/16.jpg)
www.aspirationtech.org/training
Activity:Activity:
What are Your Search Terms?What are Your Search Terms?
![Page 17: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/17.jpg)
www.aspirationtech.org/training
Campaign Listening Campaign Listening TemplateTemplate
![Page 18: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/18.jpg)
www.aspirationtech.org/training
Detective WorkDetective WorkSo if you have identified new stakeholders, you’ll So if you have identified new stakeholders, you’ll want to do more detective work about where want to do more detective work about where they are online, and again look to see:they are online, and again look to see:
Do they have a Twitter feed?
Are they a Facebook user?
Do they use blogs or online forums?
It’s also helpful to think about who influences It’s also helpful to think about who influences your stakeholders and who they follow online.your stakeholders and who they follow online.
Where do they get their news and information from?
Whose information are they sharing?
What #hashtags are they using and responding to?
![Page 19: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/19.jpg)
www.aspirationtech.org/training
Online Listening Online Listening DashboardsDashboards
Check ONE place for notifications about when keywords of interest are mentioned on the keywords of interest are mentioned on the internetinternet
![Page 20: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/20.jpg)
www.aspirationtech.org/training
Building a Listening Building a Listening DashboardDashboard
What do I need to know to build a What do I need to know to build a Dashboard?Dashboard?
What are RSS Feeds
How to find RSS feeds
Choosing a RSS Reader
![Page 21: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/21.jpg)
www.aspirationtech.org/training
RSSRSS
RSS: Really Simple SyndicationRSS: Really Simple SyndicationWeb page content is “syndicated” or broadcast out using RSS
RSS “feeds” allow people to see when RSS “feeds” allow people to see when there is new content on a web page by there is new content on a web page by “subscribing”“subscribing”
e.g. blog posts
![Page 23: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/23.jpg)
www.aspirationtech.org/training
Find & Click the RSS IconFind & Click the RSS Icon
![Page 25: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/25.jpg)
www.aspirationtech.org/training
RSS from Online RSS from Online SearchesSearches
So RSS can monitor social media So RSS can monitor social media searches for you and update when searches for you and update when someone mentions something you care someone mentions something you care about:about:
Keywords from your Listening Matrix Organization name, Exec. Dir. name, Relevant issue keywords, Important people, Propositions, etc.
![Page 26: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/26.jpg)
www.aspirationtech.org/training
New Content FeedsNew Content Feeds
Search for a person or keyword, then Search for a person or keyword, then subscribe to the feed of the search subscribe to the feed of the search results pageresults page
Google Alerts
![Page 27: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/27.jpg)
www.aspirationtech.org/training
New Content FeedsNew Content Feeds
Google Alerts to RSS FeedGoogle Alerts to RSS Feed
![Page 28: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/28.jpg)
www.aspirationtech.org/training
Copy the feed URL Copy the feed URL
paste it into dashboardpaste it into dashboard
New Content FeedsNew Content Feeds
Add RSS Feed to DashboardAdd RSS Feed to Dashboard
![Page 29: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/29.jpg)
www.aspirationtech.org/training
Other SearchesOther Searchesfor New Content Feedsfor New Content Feeds
Google Blog SearchGoogle Blog Searchgoogle.com/blogsearch
Bing SearchBing Search“&format=rss” to the end of the URL
Message/Discussion BoardsMessage/Discussion BoardsBoardReader.com
Digital Photos - FlickrDigital Photos - Flickrhttp://flickr.com/photos/tags/searchterm
![Page 30: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/30.jpg)
www.aspirationtech.org/training
Online Listening Online Listening DashboardsDashboards
www.sparkwi.sewww.sparkwi.se
![Page 31: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/31.jpg)
www.aspirationtech.org/training
Other Online Listening Other Online Listening DashboardsDashboards
Check ONE place for notifications Check ONE place for notifications about when keywords of interest are about when keywords of interest are mentioned on the internetmentioned on the internet
Netvibes
Storify
![Page 32: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/32.jpg)
www.aspirationtech.org/training
Twitter ListeningTwitter Listening
www.commun.itwww.commun.it
![Page 33: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/33.jpg)
www.aspirationtech.org/training
Other Twitter ListeningOther Twitter Listening
Stand-alone tools that connect with Stand-alone tools that connect with your Twitter accountyour Twitter account
Hootsuite
Topsy
Followerwonk
Tweetlevel
Twopcharts
Special Thanks to Susan Tenby (@suzboop) Special Thanks to Susan Tenby (@suzboop) & Upwell (@upwell) for sharing useful tools.& Upwell (@upwell) for sharing useful tools.
![Page 34: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/34.jpg)
www.aspirationtech.org/training
Tools to ListenTools to Listen
New Content Feeds (RSS)New Content Feeds (RSS)Google Alerts
Online Listening DashboardsOnline Listening DashboardsSparkwi.se
Twitter ListeningTwitter ListeningCommun.it
![Page 35: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/35.jpg)
www.aspirationtech.org/training
Building Listening Building Listening Into your ProcessInto your Process
Listen OnlineListen Online
Identify OpportunitiesIdentify Opportunities
WHAT? What topics are people talking about along with your
issue? What are people saying about your organization? Your
people? Your issue? What vocabulary are people using? How does it differ?
WHO? Who is talking about your issue? Who is connecting with you?
THEN...THEN...
![Page 36: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/36.jpg)
www.aspirationtech.org/training
Building Listening Building Listening Into your ProcessInto your Process
Incorporate into your MessagingIncorporate into your MessagingPain, Passion, Fun, Fame
Track the ImpactTrack the Impact
Practice & ImprovePractice & Improve
BIG THANK YOU to Upwell for sharing BIG THANK YOU to Upwell for sharing their Big Listening Campaign Lifecycletheir Big Listening Campaign Lifecycle
![Page 37: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/37.jpg)
www.aspirationtech.org/training
Thank You!Thank You!
Questions?Questions?
Comments?Comments?
![Page 38: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/38.jpg)
Use, Modify & Attribute
www.aspirationtech.org/attribwww.aspirationtech.org/attributeute
Aspiration distributes these materials under a Creative Commons Attribution-ShareAlike license.
We encourage re-use, modification, and re-distribution in any situation where they may be useful.
We love to hear about how you are improving and remixing what we've done.
Questions? Email us [email protected]
![Page 39: Online Advocacy Listening Online to Inform Campaigns These training materials have been prepared by Aspiration & Fabriders.](https://reader035.fdocuments.in/reader035/viewer/2022070413/5697bfc21a28abf838ca4faa/html5/thumbnails/39.jpg)
Contact Us
aspirationtech.org/training/aspirationtech.org/training/supportsupport
[email protected]@aspirationtech.org
+1-415-839-6456+1-415-839-6456