digital advocacy: mobilizing your audience in a connected world
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@shaw_tim#wintersummit2012
Digital Advocacy
@shaw_tim#wintersummit2012
Mobilizing Your Audience in a Connected World
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
A bit about me…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
A bit about me…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Take out your phones
And tweet away!
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Today we’ll talk about
Digital Advocacy
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Technology changes
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Technology changes
#egypt
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Technology changes
#syria
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Technology changes
#occupy
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The revolution is being tweeted.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
People adapt
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
People adapt
They find the technology�that suits their need…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
People adapt
…or they modify �the technology�
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Organizations adapt
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The new grassroots
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
And closer to home
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Technology
The platform for creating answers…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Technology
…but not the answer itself.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
A powerful thing…
So how do you use it?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
What is digital advocacy?
Focused
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
What is digital advocacy?
Informing
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
What is digital advocacy?
Community building
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Why use social media?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Why use social media?
#1 online activity
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Ogilvy PR Worldwide & Centre for Social Impact Communica<ons
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Why use social media?
Communities
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Why use social media?
Trust
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Why use social media?
Immediacy
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The slacktivist
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The slacktivist
They’re not all bad.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The slacktivist
More supportive than they seem
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
It actually makes sense
Different levels of engagement
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
1. What’s a face book?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
2. Spectator
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
3. Joiner
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
4. Collector
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
5. Critic
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
6. Creator
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
The slacktivist?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Levels of participation
Where do we fit?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The slacktivist
Isn’t only online
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Inform | Involve | Inspire
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Inform | Involve | Inspire
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Set the right goals
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Know why
Really know. you’re here
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Find your audience
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Find your audience
Know who You need to reach
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
What’s happening Right now?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Now, listen carefully
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Now, listen carefully
For…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Now, listen carefully
To people…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Plan your attack
Well, really just�have a plan…
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
How do you want to engage?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Establish your voice
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Establish your character
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Establish your tone
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Establish your language
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Establish your purpose
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Build the infrastructure
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Inform | Involve | Inspire
2.0
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What is your message
h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/
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How do you participate
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Inform | Involve | Inspire
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
The story
Be a person like me
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Tell great stories
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
I had to know �and understand my own story before I could listen�
and help other people �with theirs.
– Barack Obama
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There’s always more to the story
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Make it meaningful
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Make it believable
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Inspire change
No big deal.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Keep your audience
On the edge of their seats
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Everyone is doing it
Sharing, that is
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Don’t fall into silos
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Make the ask
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Ask for something
And be specific
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Make it simple
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Know where to go
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Pay attention. Be flexible.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Pay attention. Be flexible.
Monitor
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Pay attention. Be flexible.
Evaluate
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Pay attention. Be flexible.
Assess
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Pay attention. Be flexible.
Adapt
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See, it’s simple
Right
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
A few more rules
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Be honest
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Be transparent
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Be generous
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Share
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Be supportive
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Be responsive
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Be collaborative
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Listen!
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Provide value
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Advocate. Don’t lobby.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Invest time
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Give a damn.
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Different forms
Of digital advocacy
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Creating a home base
Using blogs to �inform & mobilize �
members
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@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Directed them to resources
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Educated & Encouraged
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We also went low tech
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And it worked
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Another example
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@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
How the heck?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Constant storytelling
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
And they are active IRL
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Why did you show us this
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
They’re a great case study
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
They know
Their audience
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
They know
Their objective
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
They know
How to be social
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
They know
How to make �participation easy
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Wow…That’s about it
Any questions?
@shaw_tim#wintersummit2012 @shaw_tim#wintersummit2012
Thanks!
Tim Shaw tim@amplifi.ca 416-738-0395
@shaw_tim Linkedin.com/in/tmshaw
www.amplifi.ca
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