1. Monitor. Engage. Organize.
Online organizing with social media
Presented by Phillip Smith
www.communitybandwidth.ca
www.phillipadsmith.com
facebook.com/phillipadsmith
twitter.com/phillipadsmith
http://www.linkedin.com/in/phillipadsmith
2. Key objectives
• become familiar with the layout and uses of
some of the most popular internet tools for
storytelling and organizing
• discuss how to choose the right Internet tools
for campaigns and communications
• get some hands-on experience with Internet
organizing tools
6. • The Billionaires for Bush campaign was strategic online and offline campaign to
counter the mainstream media’s message about Bush in the 2004 US election.
Using satire, street theatre, and online networks, it became incredibly successful
in attracting major media attention, non-traditional activists, and funding.
• The campaign goal was to highlight, unspin, and reframe the economic issues
that effect voters' lives. To help the progressive movement set the agenda by
attracting voter attention to critical local and national political campaigns.
Armed with tuxedos, evening gowns, hard political facts and a humorous spin,
the Billionaires re-engaged those citizens outside of the process and re-ignited
those that were within it.
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23. Rinse. Wash. Repeat.
• Lessons from the Billionaires:
– Strong brand: the URL contains the message
– Campaign is built around participation
– Creative approach to catch people’s attention
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28. Rinse. Wash. Repeat.
• Lessons from the Billionaires:
– Strong brand: contains the message
– Campaign is built around participation
– Creative approach to catch people’s attention
– And... Netroots to grassroots
29. Rinse. Wash. Repeat. Win.
• Now add:
– Tangible win opportunities
– Long-term campaign plan
– Integration with offline campaign
44. Capturing the moment
• Live video from the action
• Several e-mail blasts that day
• 1000s of calls to Kimberly-Clark headquarters
(tied up phone for hours)
• Sense of urgency, sense of the importance of
participation
45. Kleercut outcomes year one:
• 1000 new activists/month for 20 straight months
• Over 150,000 messages sent to K-C
• Nation Days of Action (media attention)
• Ads placed in the New York Times
• Shareholder resolution introduced
• Negotiation with key K-C clients
49. So... let’s look at how social
media can support online
organizing
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50. But first...
• Security (be aware of the risks; make choices)
• Think about what communication channels to
use when (e-mail vs. social network vs. phone)