digital media in building trades organizing

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DIGITAL MEDIA IN ORGANIZING: THE IBEW EXPERIENCE The Building Trades Academy April 8, 2014 IBEW Media Department Lucas Oswalt – Communications Specialist Erin Sutherland – Videographer/Editor Alex Hogan – Communications Specialist

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Basic communication skills for Building Trades organizers

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Page 1: Digital Media in Building Trades Organizing

DIGITAL MEDIA IN ORGANIZING: THE IBEW EXPERIENCE

The Building Trades Academy April 8, 2014

IBEW Media Department

Lucas Oswalt – Communications Specialist

Erin Sutherland – Videographer/Editor

Alex Hogan – Communications Specialist

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GOALS

• Describe how different digital tools can help you achieve your organizing goals

• Design a draft digital media plan in response to a real world scenario

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How many of you are on at least one social network?

Do you follow or engage any union or pro-labor social networks?

Have you ever used social media to help your organizing?

What do you hope to get out of this class?

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THE IBEW MEDIA DEPARTMENT: WHAT WE DO

• The Electrical Worker• IBEW.org• Video Production• Social Media: Facebook, Twitter, Pinterest • Media Relations • Training • Archives

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VISUAL CONTENT PRODUCTION

• Messages from President Hill (1)

• National Commercials (1, 2, 3)• Video stories • Internal videos (Educational,

COE)• Portraits, stock images• Memes

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Memes

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DIGITAL MEDIA

• Facebook: 47,229 likes, average reach of 266,000

• YouTube: 381,000 lifetime views • Twitter : 15K followers • LinkedIn 4,907 followers, content

seen by approximately 6,500 users

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Why Do We Do All This?What Are Our Goals?

• Engage and educate our membership

• Build a positive brand for the IBEW and the labor movement

• Mobilize members and allies to achieve our organizing/legislative goals

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• to sign contractor XYZ • To get 50 new contacts in Anytown,

MD • To ensure passage of prevailing

wage bill at the City Council• Win contract for new condo

development

Drafting a Digital Organizing Plan

1. Define Your Goals

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Drafting a Digital Organizing Plan

2. Who is your audience?

• General Contractor • City Council• Non-union workers at company

XYZ• Your members

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Drafting a Digital Organizing Plan

3. What content will you need?

• Blog posts/flyers • Videos • Sample tweets/Facebook posts• Photos

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Drafting a Digital Organizing Plan

Developing Content

• Your International• AFL-CIO, IBEW• EPI, Think Progress, We Party

Patriots • Local press• Google

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Drafting a Digital Organizing Plan

4. What tools do you need?

• Facebook• Twitter• Web page• YouTube channel

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Drafting a Digital Organizing Plan

4. Bring it together.

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VIDEO: Neutex Lighting – Houston, TX

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WEB-BASED ORGANIZING

Why Go Online?

Getting Leads

Best Practice Checklist – 7 Steps

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Why Go Online for Organizing?

Having an online presence allows for a

• quick• concise• easy

way to spread your message to a much wider audience.

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A site is NOT the end-all, be-all of a campaign…

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Getting Leads

On average, most union websites convert one percent of all visitors into organizing leads.

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Getting Leads

When workers visit your website, you have only a split second to get their attention.

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Getting Leads

So how can we get and keep their attention and interest?

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Best Practice Checklist, No. 1

Do you have a “hero shot?”

• A hero shot = ideal potential member

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Like this…

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… and this.

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Impressive…

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Most impressive!

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Best Practice Checklist, No. 1

Our new broadcasting site has some great examples of “hero shots”, too.

www.ibewbroadcasting.com

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Best Practice Checklist, No. 1

Why you need a hero shot:

• It shows prospective members at a glance that they are in the right place and that this is the union for them.

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If you were organizing nuclear plant workers, which photo would you pick to be dominant on your page?

A) B)

C) D)

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Best Practice Checklist, No. 2

Do you have a clear and direct headline/slogan near the top of the page?

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Best Practice Checklist, No. 2

• “IBEW: More than 100 years of servicing Nevada

• “Learn about organizing”• “The union movement can help you!”Straightforward and consise, buuuuuut…

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Best Practice Checklist, No. 2

Better!

• “Are you a retail worker who is tired of putting up with a bad manager?

• “Learn more about boosting your career in the electrical trade.”

• “We’re energy professionals. We deserve a voice.”

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Best Practice Checklist, No. 2

The role of the headline/slogan:

• It isn’t just to describe your page…

• It’s to get people to read the first sentence of your website copy.

This campaign has gotten it right.

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Best Practice Checklist, No. 3

Does your site demonstrate credibility?

• Workers are making a big decision about calling you to form a union. They might feel scared or unsure about what will happen next.

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Best Practice Checklist, No. 3

Keys to success:

• Recent posts, updates and clear evidence that someone is actively maintaining the page are essential.

Great example of a DIY website.

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Bottom line: Stay current.

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Don’t you want to hear from this guy? I do.

Best Practice Checklist, No. 4

Does your page have testimonials?

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Easy, peasy.

Best Practice Checklist, No. 4

A little goes a long way…

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Here’s a grabber. This woman lays it all out in 11 seconds.

Best Practice Checklist, No. 4

Video testimonials:

• In the 21st century video has gone from a rare sighting to a primary way many people share and connect.

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Best Practice Checklist, No. 5

Does your site have case studies/data-driven info?

• Comcast: “They deliberately tried to trick us”

• Sears: “I can now work with a little more security”

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Best Practice Checklist, No. 5

Two approaches:

• Emotional triggers

• Analysis/rationality

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• Good = having one or the other.

• Better = having both.

Best Practice Checklist, No. 5

Emotion + reason = better messaging

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Best Practice Checklist, No. 6

Are you asking people to “JOIN” or “ORGANIZE?”

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Best Practice Checklist, No. 6

Union staff use terms like:

• “Organizing a union”• “Membership Development Department”• “Organizing drives”• “International Rep”• “ROC”• Etc…

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Best Practice Checklist, No. 7

What happens if someone contacts you online after hours?

• The majority of visits to “join” pages occur during the weekend of after 5 p.m. on weekdays.

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Best Practice Checklist, No. 7

A solution: e-mail auto reply

• The best thing to send is valuable information, not just pleasantries.

• What could you send them?

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Hi, Thanks for your interest in the IBEW. I look forward to talking with you about how you can help make your workplace better for you, your co-workers and your families. Did you know the IBEW is at the forefront of green technologies – especially solar? Check out this dynamic video of our members in action. Our office reopens at 8 a.m. Monday, and I will give you a call then. Thanks again, and I look forward to speaking with you. -Joe Joseph Strummer, IBEW 999 [email protected], 202-485-5555

Best Practice Checklist, No. 7

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www.wordpress.com

IBEW activists have used this with great success:

 Organize Sitel Asheville

The St. Louis Powercast

Excellent Free Website Resources

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Also… 

www.weebly.com

Excellent Free Website Resources

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The Takeaway

• Persuasion

• Start the conversation

• Know your audience

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VIDEO: Duvall County Public Schools

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SOCIAL MEDIA FOR ORGANIZING

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Three Tips on Using Facebook 1. Engaging with members, allies and the public (Be your own media!)

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Three Tips on Using Facebook

Different types of Facebook pages:

• Locals, councils, etc.

• Organizing pages

• Campaign pages

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Post frequently – and make it engaging

Quality content

Tell your members

Three Tips on Using Facebook

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Three Tips on Using Facebook

2. Put Pressure on a Company

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Three Tips on Using Facebook

3. Facebook Ads

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Ad Goals

• Post Engagement

• Clicks to External Website

• Facebook Page Likes

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This ad targets 300 users: who live in the United States

who live within 50 miles of Wilkes-Barre, PA

between the ages of 18 and 60 inclusive

who like electrician apprentice, journeyman electricians, electrical construction, foreman, electrician, journeyman wireman

Page 63: Digital Media in Building Trades Organizing

Ad Goals

• Experiment with different ad copy

• Close up face photos get good responses

• Microtarget

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Ad Goals

www.facebook.com/advertising

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Ad Goals

• Targeted by keyword, location

• Can appear on Google searches and on websites

• Pay per click

• www.google.com/adwords/how-it-works

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Tips for Twitter

• Use hashtags (#verigreedy, #lu #ibew)• Live tweet events• Follow people you want following you –

press, elected officials, allies• Press releases• Get allies on board (sample tweets)• Use the tools – hootsuite.com,

TweetDeck.com

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Email

The average Facebook post is viewed by 16% of fans

An average IBEW email is viewed by 40% of recipients

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Some Email Tips

• Get a CRM – and use the tools (www.salsalabs.com)

• Petitions • A/B testing• Don’t spam• Share news/content• Short and sweet

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Text Messaging

Text IUPAT to 48728• On Thurs. Mar 27 child care

providers are headed to Springfield to stand up for timely pay & CCAP! Call the MRC at 866-933-7348 to save your seat on the bus

• Don't forget--membership meeting TODAY! 3/20, Prentice conf room L, 6:30am-9am, 11am-1:30pm, and 2:30pm-6pm. Be there to win on wages, safe staffing, and more.

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Text Messaging

SMS Program $$$$

• Revolution Messaging, Mobile Commons, AT&T Messaging Toolkit

Free SMS

• WhatsApp, Gmail chat, Apple iMessage

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VIDEO: Green Organizing – San Diego, CA

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VISUAL MESSAGING

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Why Visuals are Important

• Creates a memorable impact• Draws attention• Doesn’t just tell, but shows

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Opportunities for Visuals

Rally/local union events

Organizing campaigns

For Print/Web publications

Bargaining updates

Showcase projects

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Technology Makes it Easy

• iPhones/smartphones

• Affordable video/still cameras

• Social Media publishing – Facebook, Flickr, Instagram, YouTube, Vimeo

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Photo Tips

• Good light• Focus, focus, focus!• Look for action • Get close• Context• Quality v. quantity

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Do this:

NOT this:

EXAMPLES

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GROUP SHOTS

Do this:

NOT this:

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ACTION

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QUALITY v. QUANTITY

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Video Tips

• Use a tripod/hold still

• Good light

• Look for action

• Quick soundbites

• Short, simple

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Say NO to Vertical Video

• News organizations cannot use this footage

• Poor quality, very unprofessional• Verizon picket line – Westchester County

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Good Use of Mobile Video

• Exposé style video

• Basic quality, but highly effective• Verizon sends untrained workers into the

field

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Send a Message to Members

• Simple, yet effective

• Keep membership up-to-date• IBEW Local 37's Business Manager Updat

e

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IBEW MEDIA DEPARTMENT

[email protected]

(202) 728-6057

@ibew

facebook.com/IBEWFB