1. ROOSEVELT
ONLINE:
AMPLIFY YOUR IMPACT
@dantebarry Pipeline
Summit
2. OBJECTIVES
What We’re Talking About
STRATEGY ACTION
1) How to integrate new media 1) How to create shared,
with all areas (field, motivational action
communications, data/tech,
policy) 2) How to use action to develop
Informs and expand resources
2) How to utilize and choose tools
and resources to adopt strategy 3) How to develop and utilize new
media tools to aid your strategic
campaign or project
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3. WHAT IS NEW MEDIA?
NAME SOME PLATFORMS
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4. INTEGRATED CAMPAIGNS
#WINNING!
2 WAYS TO USE THE INTERNET:
1. Support all other
Fundraisin
work helping them to g
go to scale
Online
2. Creating new Presence
avenues for
organizing by
capitalizing on key Field / Communicatio
Organizing ns
moments
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5. BUILDING RELATIONSHIPS
WHO ARE MY PEOPLE?
SIDELINES
SUPPORTERS
STATUS QUO
ACTION
SIDELINES
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6. BUILDING THE STORY
ASPIRATIONAL MESSAGING
The pyramid demonstrates how your
message for engagement campaigns
need to appeal to people on many levels
in everything you do, to a press release
to a volunteer ask.
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7. CRAFTING YOUR MESSAGE
WILL OUR MESSAGE WORK?
1) Start with your project
or event RETAIN AND REPEAT
Values, experiences, and reasons for
launching. Does our message create an
emotional reaction? Emotional
2) Use your research
Supporter research, self-research (and Does our message come off as
opposition) research to inform part’s of genuine? Authentic
your narrative that you emphasize most.
Will people actually say the most
3) Determine the best important elements of the
message to others? Repeatable
“positioning” for
messages
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8. WHAT PLATFORM DO I USE?
MEET THE COMMUNITY WHERE THEY ARE
Source:
Ventureneer
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9. WHAT PLATFORM DO I USE?
MEET THE COMMUNITY WHERE THEY ARE
Source:
Pew Research Center, 2012
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10. CAPTURE KEY MOMENTS
CASE STUDIES
Holidays &
Milestones
MLK Day
Independence Day
President’s Day
Stonewall Riots
Current Events
State of the Union
Inauguration
ACA at Supreme Court
Debt Ceiling
Roosevelt Activity #roosevelt
Roosevelt’s Birthday
Policy Expo 7
Leadership Summit
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17. EXERCISE
LET’S PUT IT INTO PRACTICE
Develop a new media strategy for a ‘key’ moment
(i.e., holiday, milestone, current event, Roo activity)
1. Build a campaign / project message.
2. Identify the community you’re trying to reach /
mobilize.
3. Identify what new media platforms you will use to
reach your community and supporters.
4. Set goals for reach; re-tweets; shares; views; reads;
and / or online/offline conversation
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18. NEW MEDIA TOOLS
AVAILABLE RESOURCES
MailChimp
Social Networking Sites
Petitions (Change.org; Act.ly)
HTML
Short Code SMS
Google Analytics
Tweet Deck Resources:
Bit.ly NOI Tip of the Day
Twitterholic
Flickr Creative Commons
Twitterholic
Facebook Insights
Visual.ly
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