These Boots are Made for Organizing, not just Facebooking #11NTCboots

Ted FickesShayna EnglinApollo Gonzales

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5 QUESTIONSto organize us

online organizers

And maybe even some of you that aren’t organizers.

To change policy by mobilizing lots of individuals’ political power… right?

1. What are we doing all of thisfacebooking / tweeting

/foursquaring / emailingfor?

So What’s the Problem?

SIGNAL NOISE

NOISE to advocacy targets

NOISE to would-be advocates

Are we building lists or power?

2. Are we building lists or movements?

Yes… we mean meatspace.

3. What if we thought about social networks and not just

social media?

We’d need to plug into engagement models…and have engagement opportunities.

4. What if we were leaders in the nonprofit tech space/in our organizations to connect tech to

meatspace?

Inte

nsity

of E

ngag

emen

t

Number of People

Building Program : Inside Job

GOOD: Evidence 5% Facebook connections will take an additional action needed for the campaign and this will move them up the engagement ladder.

BAD: Lots of people are there and we want more of them.

Why do it? People inside the organization need good reasons for it to work.

Hopes: we will engage the publicRationalizations: it is where the people areStrategy: we will learn something

We’d need to plug into engagement models…and have engagement opportunities.

5. What kinds of things should we be doing? What should we

be advocating for?

Engagement Models : Needs/similarities

Organizing leadership – what are the opportunities for leadership

Engagement pathways – where do people plug in and move up

Networks/Nodes – distribute leadership

Common Narrative

Building Program : Inside Job

Grounded in campaign planning and implementation.

Ability to distribute social media and campaign skills and support.

Data and number crunching.

Support from leaders and front-line program staff to help interact and respond in timely and accurate way.

The people

Building Program : Engagement model

Identify how people fit into the model and work towards it in three or six month increments.

If captains in field – identify how many, who they might be, what they need to do.

Someone inside that is ultimately responsible for helping and resourcing leaders.

You need one – what is it for your organization and needs

Building Program : Tools/Tactics

Offline events/meetups that build engagement over time.

What to track and report on weekly? Identify three things and report on that to team or all staff.

Data collection and analysis. Be ruthless in measuring and learning.

Engagement Models : Options/Alternatives

Lay social networks over (or under) engagement models

Engage and connect

Drive interest and participation

Respond and interact – Make it personal

Ask questions

Most interested and engaged will rise up

Surveys and list building to gather information and participation

Offline events

Lay social networks over (or under) engagement models

Data and metrics

Be deliberate – tie together network profiles, email and other data.

Identify other activities and interests of user.

Frequent commenters, likers, retweeters.

Track, reward and promote.

Every action should have a metric. What is the qualitative result you seek to make happen.