Climate advocacy emails content analysis ICA 2015 San Juan PR
Online PR: Political Advocacy on the Web
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Online PR: Political Advocacy on the
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Transcript of Online PR: Political Advocacy on the Web
Online PR: Political Advocacy on the Web
Presentation
1.Players2.Activities3.Environment4.Numbers5.Action6.Tools7.Trends8.Examples
Players
Activities
Environment
Digital Advocacy
Result
Content
Conversation
Community
Citizens
Chaotic
Captivating
Connections
Confrontation
Copy
Collaborating
Chief
Contributions
Champion
Numbers
US Internet Users ‘09 = 220m
US Social Network Users on Once a Month
‘08 = 79m‘09 = 88m
‘13 = 115m
Online Use Next 5 YearsAdults = 50% increase
Online Use Next 5 YearsAges 3-11 = 61% increase
2008 Online Voter Activity59% Took part in some sort of campaign activity55% Searched for election information44% Sent or received campaign related emails39% Watched online political video37% Visited politically oriented websites or blogs
Action
Offline Drives Online = Online Drives Offline
Ideas
Start Early
Build to scale
Measure success + failure
Easy to Find + Easy to Forward
Play where your supporters are – not where you think they are
Channel online enthusiasm into specific, targeted activities that further campaign goals
Integrate online advocacy into
every element of the campaign
Steps of Activity
TechPresident notes, “provide opportunities for
the most casual supporters to stay
involved, while also providing more strenuous
opportunities for the smaller core of activists”
Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingRunning More Proactive
Advocate Social Personal
Create a groupRecruit othersHost an eventHost blogCoalition leader
Create a profilePost picturesWrite blog postJoin a group
Email / TextVolunteer WalkPhoneDonate
Tools
Bulletin BoardGroups vs. Pages
EventsSearch
Status UpdatesMore Formal
ProfessionalSerious
BusinessOrganization Profile
GroupsSub-Groups
Status Updates
Dedicated Channel(s)Search
TagsShare
Multiple Videos2:30 minutes
Word PressBlogger
Regular CommentaryNews
GraphsPhotos/Video
Real Time WebInstant Web
Rapid ReportingSearch
search.twitter.comMicro-Blog
Target Reporters + InfluentialsDevelop Dialogue
Share This
Easily share contentAnalytics
StumbleUpon.comBrowse InterestsDiscover Content
CommunityTarget Audiences
PhotosCommunity
Search Tags
ShareEdit
Event PlanningEvent InvitationsEvent AttendancePayment System
Share
90%
Within three feetof their cell phones 24
hours a day
Read their text messages
AnalysisSpeared Reach
SearchSchedule
Multiple Accounts
#Hashtags
Twitter AlertsSearch
Spread + Amplify ReachUpdate + Manage Multiple
Social Networks + Sites
Trends
Americans spend 8 hours a day looking at and
interacting with screens
In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen – email will be forwarded to whatever personal email account a student specifies
Today’s college classroom
Movable Press + Printing Press
Telephone
Motion Pictures
Television
"In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you look at their site, their online videos, their online ads, everything they
did, it wasn't about 'me, myself and I.' It was about 'we' and 'us.’”
Mindy Finn, Republican political operative
Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, "Ms. Smith, thanks for your $50 donation four years ago--and for attending the Joneses' party on the environment. Care to call voters in Ohio to help reelect President Obama? Oh, and your neighbor Mrs. Jensen couldn't get to the polls in 2008. Think you could give her a lift on Election Day?“
MIT Technology Review
Amateur Amped voices
Receive real time knowledge that is actionable
More Social = Less Email
“Live Connections”
Location = where you go is more valuable than what you search
Twitter applications
Mashups
Cameras + Video everywhere
Examples
Marc A. [email protected]@marcaross@microadvocacy+1 (703) 598-3242Blog: advocacytwopointzero.comWeb: 2ndsix.com
