scott shumaker leaflets text messages

Acoustic Communication

Components of Conversation

Immediate discussion in real-time

Requires skill in interpretation (body language)

Oppo t nit to pi ot theOpportunity to pivot the topic

The Benefits of One-on-One

Captive audience!

Emotional investmentEmotional investment

Time to mobilise

Modifying assumptionsModifying assumptions • Our members don’t spend time on the internet!Our members don t spend time on the internet!

• Very few members have computers!

• No one will give us their email addresses!• No one will give us their email addresses!

• Who has time to do online actions?

• How can we communicate effectively• How can we communicate effectively

without being there?

2003 – 20062003 – 2006• Developing an active audience outside traditional union members and Developing an active audience outside traditional union members and allies

• Tailor-made online actions

• Aggressive database (re)construction

• Cleanup, cleanup, cleanupp, p, p

• Training for locals and member activists

2006 – 2008

• BLOGOSPHERE

• FACEBOOK

• TWITTER

• TEXT MESSAGING

OBAMA CAMPAIGN• OBAMA CAMPAIGN

• Get with the times

• Advanced training for communicators• Advanced training for communicators

• Open up global possibilities

E b d lli• Engage brand-new allies

• Adapt effective models

• ‘Old thinking’

• Sheer size• Sheer size

• Fast moving campaigns

I t t d di l• Interrupted dialogue

• Falling out of favour

• Institutional organisation

• ½ million email addresses that affirmatively opt in (not bought)

• Gathering cadre of activists on healthcare immigration• Gathering cadre of activists on healthcare, immigration, Employee Free Choice Act, social justice issues

• Utilisation of new media post-Free ChoiceUtilisation of new media post Free Choice

• Entire department devoted to new media

• Cooperation with campaigns• Cooperation with campaigns(organisers, communicators)