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8/12/2019 #1uDigital Training: Why Digital?
http://slidepdf.com/reader/full/1udigital-training-why-digital 1/37
Welcome
@JessLivMo
We’ll get started momentarily.
Say hello if you’re on Twitter by using, #1udigital!
8/12/2019 #1uDigital Training: Why Digital?
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Getting Buy-In:
@JessLivMo
How Your Organization
Joins the Digital Conversation
8/12/2019 #1uDigital Training: Why Digital?
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Presenter :
Hi, I’m @ JessLivMo!
Senior Digital Strategist, Digital Strategies
AFL-CIO
8/12/2019 #1uDigital Training: Why Digital?
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• Understand what digital organizing is, the basics of how it
works, and how to being to integrate it into your work.
OBJECTIVE
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What is Digital?
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Digital Tools
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Why Should I Care?
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Why Invest in Digital?
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What about you?
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This isn’t a fad
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If Facebook was a union…
Source: Facebook
12M 158M
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People want to connect
Source: Pew Internet: Civic Engagment in the Digital Age
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Building to scale
=
8/12/2019 #1uDigital Training: Why Digital?
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Building to scale
~2M Impressions (Nov 3-
6, 2012)
• 131, 345 found gas
• 94, 416 mold info
• 36, 096 on unemployment
•28, 352 GOTV reminder
• 321, 432 views through cross posts
from other blogs
8/12/2019 #1uDigital Training: Why Digital?
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Building to scale
500,000 views of graphic
6,000 shares on FB
4000 faxes to state reps
600 calls to Congress
150 new SMS #s
1400 new emails
8/12/2019 #1uDigital Training: Why Digital?
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Your turn!
&
8/12/2019 #1uDigital Training: Why Digital?
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Your turn!
A. Say nothing
B. Write a press release and push it around
C. Post a tweet on your Twitter account/post on your Facebook page
D. Respond to as many as posts as possible with the facts
8/12/2019 #1uDigital Training: Why Digital?
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BEFORE you act, ask yourself:
• What is the key message you need to convey about your job?
• Who is the right audience for this message?
• Based on what you know about your audience, what is the right
platform to get your message out?
• How are you asking your audience to fight back?
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Alright, I’m convinced.
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We tell our story
By sending out a press release that lands in a pile of press releases
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We tell our story
Online storytelling
• Grassroots
• Narrative driven
• In the moment• Worker-led
• Shareable
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Organizing, not messaging
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Not a replacement
Digital isn’t a
replacement for any
traditional organizing– itsupplements and
amplifies all the great
work you’re already doingon the ground.
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• Worksite flyers
•Meeting turnout
• Attend rallies
• Recruit volunteers
Plug digital into your work
• Add an SMS shortcode
•Invite people on Facebook
• Livetweet a rally
• Add them to an email list
(and actually email them!)
Things you already do +Digital
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Time is needed
This work takes
long term
investment. It can’t
be done in an hour.
It’s not magic.
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How to talk about Digital
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Take me to your leader
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Take me to your leader
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Okay, but does it work?
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Measure your impact
• How many actions are being taken?
• How much growth are you experiencing?
• How much time are people spending on your site?• Did your target respond?
• How many people are starting conversations with you?
• How much money did you raise?
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No vanity metrics
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If you build it…
…they will not come
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You’re a special snowflake
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(Hopefully something…)
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