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Back in the day…
Millions of people
And 100s of new tools
To connect, share information and change the world!
Q: But who do you pay attention to and how?
A: It depends on you and your audiences.
Today’s agenda
• What is online advocacy?• So what and who cares?• Online doesn’t mean social.• How do you do it?• Tools you can use.• Communicating online.• Getting started.• Things to remember
What is online advocacy?
The active support of an idea or cause; especially the act of pleading or arguing for something – online.
For example
So what and who cares?
So what and who cares?
• It’s inexpensive.• It’s fast.• It’s global.• It can help you reach new and younger
advocates.• It can enable your best advocates to
advocate for you.• It’s measurable.• It’s where your audiences are!
Who’s online anyway?
Less than $30,000/yr – 60%$30,000 - $49,999 – 80%$50,000 - $74,999 – 94%$75,000 – 95%Less than HS – 50%High School – 69%Some College – 88%College + - 94%
Men - 81Women - 77White, Non-Hispanic – 79Black, Non-Hispanic – 67Hispanic (English-speaking) – 8418 – 29 – 92%30 – 49 – 87%50 – 64 – 79%65+ - 42%
What are they doing?Send or read e-mail - 89%Use a search engine to find information –
88%Look for information online about a service
or product you are thinking of buying* - 81%
Check the weather – 76%Look for health/medical info~ - 75%Buy a product - 75%Get news – 72%Go online just for fun or to pass the time –
72%Watch a video on a video-sharing site like
YouTube or Google Video – 62%Read someone else’s online journal or
blog^* - 32%
Rate a product, service or person using an online rating system – 31%
Share something online that you created yourself – 30%
Listen to a live or recorded radio broadcast online, such as a newscast, sporting event, or radio show – 29%
Categorize or tag online content like a photo, news story or blog post – 28%
Post comments to an online news group, website, blog or photo site – 26%
Chat in a chat room or in an online discussion – 22%
Make a donation to a charity online – 19%
Download a podcast so you can listen to it or view it later* - 19%
Use Twitter or other status-update service – 19%
Don’t forget about email and search
Send or read e-mail - 89%Use a search engine to find information – 88%
These are the top-ranked online activities.
Source: Pew Internet & American Life Project
Online doesn’t necessarily mean social
What Is Social Media?Social media are Internet-based tools to share information, learn and connect with others. But social media are SOCIAL i.e. they enable user-generated content and feedback.
Examples include, blogs, Facebook, MySpace, YouTube, Flickr and Twitter.
Different from mass media
Mass media• FREE (sort of)• Easy to cut, paste and share• Social• More democratic
Social media• Expensive• Hard to distribute• One-way• Inaccessible to most
Social media is mainstream!75% of Internet users participate in some form of social media, up from 56 percent in 2007.
Source: Forrester
Social media is mainstream!• 46% of online American adults 18 and older use
a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005. Source: Pew Internet and American Life Project
• SNS users have gone from being classic early adopters – male, highly educated, young to middle-aged, urban to every man and woman – with a continued skew towards youth, as diverse, if not more than the internet-using population. Source: Pew Internet and American Life Project
Holy cow! Look at the top 14 sites on the Internet
1. Google2. Facebook3. Yahoo4. YouTube5. Windows Live6. Wikipedia7. Blogger8. Baidu9. MSN10. Yahoo11. QQ.com12. MySpace13. Google India14. Twitter
Source: Alexa.com 11.12.09
What this means for you
How do you do it?
Strategy first.
Tools second.
Before diving in, do your homework.
Profile your audience
• Who are your stakeholders?• Where do they “live” online?• How do they interact with the social web?• Who are your key influencers?• How often do they visit our your website?• What do they do when they get there?• How else are you currently communicate with
them?
Surveys, Social Technographics and Social Data Appends
Not all constituents are created equal.
Who loves you baby?
Your Organization
• What’s your communications capacity?• Is communicating/doing advocacy in
someone’s job description?• Do you have a marketing/communications
plan and strategy?• What do you want our stakeholders to do –
act, donate, share/spread news?
Your Organization
• Is your organization online?• Do you have a website? Is it updated
regularly?• Do you have a newsletter?• Do you have an email newsletter?• How often do you sent it out?• How does your organization handle the
adoption of new technology?
Tools you can use
WebsiteEmailPetition sitesBlogsRSSVideoTwitterSocial networking sites
Websites
• Your website should still be the hub of all your communication activities.
• Make it easy for people engage with you and keep your content fresh.
• However, also make it easy for them to repurpose your content.
• Remember, you have 1 minute to WOW!
Example
Example
Email• Your email list is one of
your most valuable assets.
• Keep it clean and build it.• Buy a commercial email
services platform. Do not use Outlook for blast emails.
• Put an email sign up on every page of your website.
Obama for America
• It's interesting to note that the 20 social networking sites and the campaign's own online community (MyBo), which powered OFA did not yield a high return on investment in terms of fundraising.
• "From a fundraising perspective, external social networks are not a good use of time. No one has ever really cracked that code." - Stephen Geer, Director of Email and Online Fundraising, Obama for America
• Instead, "The real drivers were old school. They were email. And they were web." - David Plouffe, Campaign Manager, Obama for America
Example
Petition sites
Sites like Care2 and Change.org can help you grow your list and find more people who are favorable to your cause.
Example
Example
Blogs – Use them to• Put a real face on your organization.
• Enable you to communicate quickly
• Get found in Search.
• Build, organize and share content – educate.
• Control the discourse.
• Get PR.
Example
Example
Video – Use it to
Show vs. tell your story
Remember: YouTube is the 4th most trafficked site On the Net!
Twitter – Use it to
See who is talking about your issue right now.
Respond and connect.
Enable people to follow an event, issue or conversation in real time via hash tags.
Use your twitter feed to drive traffic to your website, blog, petitions.
Example
Social Networking Sites – Use them to
Build an audience, i.e. find new stakeholders.
Increase brand awareness.
Ask your supporters to support you.
A caveat: Unless you have their email addresses your fans don’t really belong to you.
Example
More on social networks…borrow vs. build.
Don’t forget to syndicate your content.
“If you don’t like the news…go out and make some of your own.”
- Wes “Scoop” Nisker
Example
Getting started
Getting Started• Clean up your website!
• Get your email marketing going!
• Set up Google Alert and start listening to what people are already saying about you online.
• Do a Google blog search on key terms. Search Technorati and Alltop to find the influential bloggers in your industry.
• Follow other nonprofits on Twitter to see what they are talking about.
Getting Started• Start a personal Facebook page so you can get a feel for the
medium.
• Follow other nonprofits on Twitter to see what they are talking about.
• Start a personal Facebook page so you can get a feel for the medium.
Learn from the best
• http://www.epolitics.com/onlinepolitics101.pdf
• www.moveon.org• http://afine2.wordpress.com/• http://www.nten.org/• http://www.netsquared.org/• http://sethgodin.typepad.com/• http://www.frogloop.com/
