Embed Size (px)
Citation preview
Digital Advocacy Mobilizing your audience in a connected world
Tim Shaw (@shaw_tim) Nov. 2 2016
Tim Shaw Leader, Online Engagement
Amplifi
Let’s talk about… • What is digital advocacy • Your digital advocacy strategy: Inform | Involve |
Inspire • Identifying and finding your audience • Effective storytelling for engagement
• Perfecting the ‘ask’ • The right tools – what’s out there that you can use to
recruit and retain volunteers
(technology changes)
Receiving and sharing information
How organizations communicate with audiences
Changes what organizations can
achieve!
People adapt
They find the technology�that suits their need
People adapt
People adapt
h"ps://www.buzzfeed.com/annehelenpetersen/heres-‐what-‐its-‐like-‐at-‐the-‐north-‐dakota-‐pipeline-‐protest-‐in?utm_term=.iwAEm9OmL#.umpzQleQ4
Organizations adapt
The NEW grassroots
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?
Advocacy vs. Activism
Advocacy vs. Activism
Strategic
Advocacy vs. Activism
Tactical
What is digital advocacy?
Focused
What is digital advocacy?
Informing
What is digital advocacy?
Community building
Why use social media?
3 4 6
vs
2 4 2
Hours online per month
8 3 %…of Canadians use the internet
7 5 %
…of Canadians own a smartphone
59% 30%
25% 18%
Have a Facebook account Are on LinkedIn
Are on Twitter Are on Instagram
Where do people get their news?
Why use social media?
#1 online activity
Ogilvy PR Worldwide & Centre for Social Impact CommunicaPons
Online social networking sites, like Facebook…
increase the visibility of social causes and issues.
Online social networking sites, like Facebook…
increase the visibility of social causes and issues.
“Ogilvy PR Worldwide & Centre for Social Impact CommunicaPons
I feel like I can help get the word out about a social issue or cause.
Why use social media?
Communities
Why use social media?
Trust
Why use social media?
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?
Levels of participation
2. Spectator
Levels of participation
3. Joiner
Levels of participation
4. Collector
Levels of participation
5. Critic
Levels of participation
6. Creator
Levels of participation
The slacktivist?
The slacktivist
Isn’t only online
Levels of participation
Where do we fit?
Inform | Involve | Inspire
Inform | Involve | Inspire
Let’s work Together!
https://www.surveymonkey.com/r/ECVOworkshop
? Where are we now?
? Who is in control?
? Who is crushing it?
Setting the right goals
Know why
Really know. you’re here
? Let’s set your goals
Theory of change
Image: Sidney Harris
Goal
What needs to change
Strategies
Tactics/Tools
? What needs to change
Find your audience
Find your audience
Know who You need to reach
You! Decision Maker!
Influencers!
You! 2
4
6
8
10 Decisive decision making power/influence
Active participant in decision making
Power to have major influence on decision making
Taken into account
Barely on radar
Audience Analysis
Stakeholder Group
Audience Analysis
Key Characteristics
Audience Analysis
Current Level of Understanding
Audience Analysis
Desired Behaviour
Audience Analysis
Tactics & Timing
Audience Analysis
Responsibility
Audience Analysis
Conversation Tone
Why focus on audience?
What’s happening Right now?
Now, listen carefully
h"p://farm5.staPc.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg
Now, listen carefully
For…
Now, listen carefully
To people…
? Who is your audience?
What we know so far
What we know so far
1. Why we’re here
What we know so far
1. Why we’re here 2. What needs to change
What we know so far
1. Why we’re here 2. What needs to change 3. Who we need to reach
What we know so far
1. Why we’re here 2. What needs to change 3. Who we need to reach 4. Where they are
Strategies How do we make change happen?
Remember this?
Fill in the
void
Where we are now
Where we need to
be
Example
Every young person in Canada has access to the resources and conversations where they live, work and play to ensure their positive mental well-being.
Goal
Example
• Schools and youth-‐serving organizaPons aware, educated and commi"ed to supporPng young people and their mental wellness
• Groundswell of support for youth mental health across Canada.
Strategies
Example Strategies
• Cross-Canada tour of town halls to gather info, raise awareness and build support for youth mental wellness.
• Build social media community of young people and youth-serving adults to support youth mental wellness.
• Crowdfunding: • fundhope.ca • Spark social media community • Generate support and funding for youth-focused projects
? What are your strategies?
Build the infrastructure
Inform | Involve | Inspire
2.0
What is your message
h"p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/
Developing key messages
1. Identify messaging needs
Developing key messages
1. Identify messaging needs 2. Verify target audiences
Developing key messages
1. Identify messaging needs 2. Verify target audiences 3. Be strategic
Developing key messages
1. Identify messaging needs 2. Verify target audiences 3. Be strategic 4. Establish credibility
? Set your key messages
Inform | Involve | Inspire
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
Contagious stories
Big ideas
Contagious stories
Selfless
Don’t fall into silos
? What is your story?
Make the ask
Ask for something
And be specific
Make it simple
Know where to go
Give them what they want
Make it personal
? What is the ask?
Keywords
Keywords
1. List topics
Keywords
2. Fill in buckets with potential keywords
Keywords
3. Short-tail & Long-tail keywords
Keywords
4. Research related terms
Keywords
5. Research what competitors are doing
Keywords
6. Narrow your list
Time Management
Making it all fit
Time Management
Using the right tools Social Media
Time Management
Using the right tools The Rest
Technology Tools &
It’s easy:
1. Share the right messages 2. With the right people 3. In the right format
What will work for you?
Go where the fish are
“Tim, that’s not an answer.”
Get creative
Get creative
? What platforms will you use?
Just a few more things…
Pay attention. Be flexible.
Pay attention. Be flexible.
Monitor
Pay attention. Be flexible.
Evaluate
Pay attention. Be flexible.
Assess
Pay attention. Be flexible.
Adapt
