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A recording from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. View other presentations: https://www.slideshare.net/PDXTech4Good Download the list of resources mentioned in this presentation: http://rootwork.org/sites/default/files/pdxt4g-2013-03-resources.pdf In this presentation, I talk about integrating social media into your nonprofit/social change work, including using things like Facebook, Twitter, Pinterest, Google Plus and more. I touch on strategies for managing your social media work, aligning it with your "offline" campaigns (be they advocacy or fundraising), and the differences between messaging and engaging. I highlight some organizations that are succeeding, and some reasons for their success. I take a closer look at what is sometimes called "slacktivism" and how to invest in social media as an effective tool rather than meaningless metrics. And I point toward growing movements of organizations, using social media to catalyze grassroots power around a cause, building power not only of the individual organization but of the activists pushing for social change. ABOUT ME Ivan Boothe is the creative director of Rootwork.org and a co-organizer of PDXTech4Good. He works as a freelance Drupal developer and online organizer, and is the online communications associate for the Fellowship of Reconciliation. He's active in the Nonprofit Technology Network and NetSquared communities (both sponsors of PDXTech4Good) and has presented in the past at the Nonprofit Technology Conference, U.S. Social Forum, New Organizing Institute and the Gandhi-King Conference. In addition to his technical work, he sits on the board of the Peace and Justice Studies Association and is a semi-professional handbell musician. View Ivan's other presentations on Slideshare: http://www.slideshare.net/rootwork Follow Ivan on Twitter: https://twitter.com/rootwork
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Using social mediafor nonprofit campaigns,
activist organizing& social change
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Who is this guy?
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
• Drupal front-end development (freelance)
• social media consulting for nonprofits & community groups
• tech & social change organizer in Philadelphia
• community organizer theory & practice
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Where do we start?
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Strategy!
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Online and offline feed each other
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Establish strategic goals
Image by Paula Naugle, Flickr Creative Commonsflickr.com/photos/plnaugle/8334714234/
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Low barrier to entry
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
NO BUSY WORK!
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Be clear about yourtheory of change
Image by Ian Barbour, Flickr Creative Commonsflickr.com/photos/barbourians/5658641145/
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
How taking this action gets us closer to our
long-term goals
“line of sight”
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Online Organizing
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Find your people and go where they are
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
They might NOT be where YOU are
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Social divisions don’t disappear onlineMiddle/upper class, college-bound teens…are all on or switching to Facebook. Marginalized teens, teens from poorer or less educated backgrounds, subculturally-identified teens…continue to be drawn to MySpace. Class division has emerged and it is playing out in the aesthetics, the kinds of advertising, and the policy decisions being made.”
—danah boyd, June 24, 2007“Viewing American class divisions through Facebook and MySpace”
“
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Engage your supporters
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Mobilizing .
“Join us at our event.”
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
“Become a part of a movement.”
Organizing
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Network mapping• decision makers (who has control?)• influencers (who has their ear?)• partners (who’s working on this already?)• allies (who could be working on this, if asked?)• community members (who’s affected by this?)• supporters (who’s on our side?)
Organize for a movement
(it’s long-term)
Image by Vtveen, Flickr Creative Commonsflickr.com/photos/vtveen/2737555893/
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Cultivating Leaders
Rootwork.org
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PDXTech4Good — March 2013
Have a ladder of engagement ready
local leader
action leader
action participant
joiner
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
find thenetwork connectors
among your supporters
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Don’t just connect people to you
Connect people to each other
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
People self-organizing?silence on mainstream blogs...500 Facebook groups1,600 YouTube videos
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Add strategy
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Social media tactics
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Amplify voicesEvery organization and group has stories.
Storytelling is human.
Storytelling makes the plain more interesting.
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Picture a World Without GenocideSTAND / Genocide Intervention Network
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
It’s about them, not you
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PDXTech4Good — March 2013
Tell people what you’re doing
(with their money)
Rootwork.org
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PDXTech4Good — March 2013
“Share” the loveFacebook: Tag other pages or people, in updates
Twitter: Retweeting
Tumblr/Pinterest: Reposting
Rootwork.org
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PDXTech4Good — March 2013
Encourage those participating
Image by Poverty Initiative, Flickr Creative Commonsflickr.com/photos/povertyinitiative
Rootwork.org
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PDXTech4Good — March 2013
Become a trusted source
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PDXTech4Good — March 2013
Image by Welena Studiosfacebook.com/weleniastudios
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Promote similar groups
(at a distance, if need be)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Your Voice
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Social media is not a billboard.
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Pictures
get shared.
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Fences for Fido
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Videos get shared even more
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Remember the “social” part of your content
Instead of “Register now for our awards ceremony on Dec. 6 at the rec center”
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Behind the scenes “Picking up Sherry Smith, our keynote speaker. She’s one inspiring woman!”
Questions: “What do you want Sherry Smith to address in her keynote?”
Personal and heartfelt: “Just wait until you hear about the winning organizations. So proud to be a part of this community!”
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkfacebook.com/rootwork
CREATING CHANGE 2011
Measurewhat you’re doing
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
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PDXTech4Good — March 2013
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
The easy things to measure are the least important
Not important: friends, followersMore important: likes, shares, retweetsMost important: pepole speaking in their own voice, action-taking
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Share the measurements!
Be sure to report back to your supporters what’s working, results of campaigns, etc.
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
PDXTech4Good — March 2013
Stay in touch!ivan@rootwork.org
@rootwork on Twitterwww.rootwork.org
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