BUILDING THE MOVEMENT SOCIAL MEDIA TOOLS FOR SUCCESSFUL ADVOCACY

Nick Westergaard | September 2011

photo via colindunn / Flickr

NickWestergaard.com

Brand-Driven Insights at

@NickWestergaard

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Campaign Context

$50 millionraised during the Dean campaign— average donation size $80

50¢of every dollar Dean raised during Q3 2003 came from online donations

YEAAAA-GHHHHH!

About 4 years later ...

$500MILLION raised online from 3 million donors — most less than $100

35K online groups formed

400K blogs posted

1,800 videos posted to YouTube with over 50 million views

6 million Facebook supporters – most popular FB page

97%OF NON-PROFITS

USE SOCIAL MEDIA

Source: Dartmouth Center for Market Research

Look at lessons learned

Message MattersCommunity Organizing

Online + OfflinePlay to Strengths

Social as SpinDonations

Secret Weapon

Get ideas you can steal(I have!)

MESSAGE MATTERS1

“Since you’re the one’s selling the soap, I thought you’d like to see the bar.”

...is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers ...

... it can become irrelevant. It can be ignored, or even

become a focal point for online contempt.”

– Lee Clow

“THE REALITY OF THE NEW MEDIA WORLD ...

A I D AAttention | Interest | Desire | Action

A I S AAttention | Issue | Solution | Advocacy

ATTENTION

ATTENTION = STORIES

ISSUE

DIAGNOSETHE PAIN

SOLUTION = DEMONSTRATE GAIN

It is less costly to intervene earlier rather than laterThe average cost to incarcerate someone in Iowa is $31,517 per year where as the average cost of mentoring someone in the Children of Promise programs is just $1,133 per year. Prevention can reduce our tax burden.

ADVOCACY =

WRITE A LETTERDONATE NOWGET INVOLVED

VOLUNTEER TODAYATTEND AN EVENT

ACTION!

STRONG

BRAND

BRANDDRIVENCOMMUNITY

YOUR ISSUE

SOCIAL MEDIA

TRADITIONAL MEDIA

COMMUNITY ORGANIZING

photo via Pat Scullion / Flickr

2

YOUR WEBSITE

photo via JimmyWayne / Flickr

photo via xcode / Flickr

photo via wili_hybrid / Flickr

photo via lumierefl / Flickr

WEBSITE / BLOG

SOCIAL ‘MAP’

SUPPORTER ENGAGEMENT & ORGANIZATION- Share news stories- Invite to events- Share YouTube content

SUPPORTER ENGAGEMENT/MEDIA SPIN- Breaking news; real-time conversations- Live coverage of campaign media events- Interface with news media- Share YouTube content

BRAND/MESSAGE BUILDING CONTENT HUB- Building the brand- Aggregating news

BRANDING- Building the brand- Video coverage of news events

ONLINE + OFFLINE3

photo via michael muccioli / Flickr

“I don’t think broad change is likely to happen exclusively online”

photo via gracerodriguez / Flickr

photo via Sterling College / Flickr

OFFLINE > ONLINE

OVER A MILLION

VIEWS

photo via Orin Zebest / Flickr

PLAY TO STRENGTHS4

JACOBY FOR HOUSE

JACOBY FOR HOUSE

+

AMPLIFY PERSONAL CONNECTIONS

CONNECT ONLINE

& OFFLINE ENGAGEMENTphoto via colon+right.bracket / Flickr

SPIN5

RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!

21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonline

Councilor Susan Mims is asking what solutions Mondo's group actually has ... Limiting keg sales he says (Mims: I'm not sure you can do that)

Mondo closing statement: "21 is an easy fix." OK. Good. Let's keep it in place.

Someone in audience just asked, "If bar owners care - are any others here?" No one responded. Actions speak louder than words.

@bergus @ghennigan We need to make sure we are noting qualitative comments vs quantitative data. We can't let anecdotal info cloud facts.

@meghannkay Thanks for your support!

Just saw a @21MakesSense ad on CNN! Awesome! 7 days!

DON’T BROADCAST

photo via HowardLake / Flickr

6

ORGANIZATIONS THAT USE ONLINE

TOOLS RAISE

6xAS MUCH

Source: Social Media Today Study

ACTION!

CONTENT

photo via madame.furie / Flickr

THE SECRET

?

13.5 MILLION email database — the secret weapon

Re-capMessage MattersCommunity Organizing

Online + OfflinePlay to Strengths

Social as SpinDonations

Secret Weapon

WHAT’S NEXT?

photo via Geoff Livingston / Flickr

LOOK-OUT FOR NEW IDEAS

photo via eshipul / Flickr

FINALLY

photo via Ricky Justus / Flickr

THANK YOUQUESTIONS?

Nick Westergaard.com @NickWestergaard

photo via colindunn / Flickr