Digital Media in Building Trades Organizing
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Basic communication skills for Building Trades organizers
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Digital Media in Building Trades Organizing
- 1. DIGITAL MEDIA IN ORGANIZING: THE IBEW EXPERIENCE The Building Trades Academy April 8, 2014 IBEW Media Department Lucas Oswalt – Communications Specialist Erin Sutherland – Videographer/Editor Alex Hogan – Communications Specialist
- 2. GOALS • Describe how different digital tools can help you achieve your organizing goals • Design a draft digital media plan in response to a real world scenario
- 3. How many of you are on at least one social network? Do you follow or engage any union or pro-labor social networks? Have you ever used social media to help your organizing? What do you hope to get out of this class?
- 4. THE IBEW MEDIA DEPARTMENT: WHAT WE DO • The Electrical Worker • IBEW.org • Video Production • Social Media: Facebook, Twitter, Pinterest • Media Relations • Training • Archives
- 5. CONTENT PRODUCTION • Breaking news • Interesting features • Commentary/Op-eds • Email blasts • Press releases
- 6. VISUAL CONTENT PRODUCTION • Messages from President Hill (1) • National Commercials (1, 2, 3) • Video stories • Internal videos (Educational, COE) • Portraits, stock images • Memes
- 7. Memes
- 8. DIGITAL MEDIA • Facebook: 47,229 likes, average reach of 266,000 • YouTube: 381,000 lifetime views • Twitter : 15K followers • LinkedIn 4,907 followers, content seen by approximately 6,500 users
- 9. Why Do We Do All This? What Are Our Goals? • Engage and educate our membership • Build a positive brand for the IBEW and the labor movement • Mobilize members and allies to achieve our organizing/legislative goals
- 10. Drafting a Digital Organizing Plan 1. Define Your Goals • to sign contractor XYZ • To get 50 new contacts in Anytown, MD • To ensure passage of prevailing wage bill at the City Council • Win contract for new condo development
- 11. Drafting a Digital Organizing Plan 2. Who is your audience? • General Contractor • City Council • Non-union workers at company XYZ • Your members
- 12. Drafting a Digital Organizing Plan 3. What content will you need? • Blog posts/flyers • Videos • Sample tweets/Facebook posts • Photos
- 13. Drafting a Digital Organizing Plan Content Types • Who We Are • Fact Sheet • Breaking News • Testimonials • Petition/Call to Action
- 14. Drafting a Digital Organizing Plan Developing Content • Your International • AFL-CIO, IBEW • EPI, Think Progress, We Party Patriots • Local press • Google
- 15. Drafting a Digital Organizing Plan 4. What tools do you need? • Facebook • Twitter • Web page • YouTube channel
- 16. Drafting a Digital Organizing Plan 4. Bring it together.
- 17. VIDEO: Neutex Lighting – Houston, TX
- 18. WEB-BASED ORGANIZING Why Go Online? Getting Leads Best Practice Checklist – 7 Steps
- 19. Why Go Online for Organizing? Having an online presence allows for a • quick • concise • easy way to spread your message to a much wider audience.
- 20. A site is NOT the end-all, be-all of a campaign…
- 21. Getting Leads On average, most union websites convert one percent of all visitors into organizing leads.
- 22. Getting Leads When workers visit your website, you have only a split second to get their attention.
- 23. Getting Leads So how can we get and keep their attention and interest?
- 24. Best Practice Checklist, No. 1 Do you have a “hero shot?” • A hero shot = ideal potential member
- 25. Like this…
- 26. … and this.
- 27. Impressive…
- 28. Most impressive!
- 29. Best Practice Checklist, No. 1 Our new broadcasting site has some great examples of “hero shots”, too. www.ibewbroadcasting.com
- 30. Best Practice Checklist, No. 1 Why you need a hero shot: • It shows prospective members at a glance that they are in the right place and that this is the union for them.
- 31. If you were organizing nuclear plant workers, which photo would you pick to be dominant on your page? A) B) C) D)
- 32. Best Practice Checklist, No. 2 Do you have a clear and direct headline/slogan near the top of the page?
- 33. Best Practice Checklist, No. 2 • “IBEW: More than 100 years of servicing Nevada • “Learn about organizing” • “The union movement can help you!” Straightforward and consise, buuuuuut…
- 34. Best Practice Checklist, No. 2 Better! • “Are you a retail worker who is tired of putting up with a bad manager? • “Learn more about boosting your career in the electrical trade.” • “We’re energy professionals. We deserve a voice.”
- 35. Best Practice Checklist, No. 2 The role of the headline/slogan: • It isn’t just to describe your page… • It’s to get people to read the first sentence of your website copy. This campaign has gotten it right.
- 36. Best Practice Checklist, No. 3 Does your site demonstrate credibility? • Workers are making a big decision about calling you to form a union. They might feel scared or unsure about what will happen next.
- 37. Best Practice Checklist, No. 3 Keys to success: • Recent posts, updates and clear evidence that someone is actively maintaining the page are essential. Great example of a DIY website.
- 38. Bottom line: Stay current.
- 39. Best Practice Checklist, No. 4 Does your page have testimonials? Don’t you want to hear from this guy? I do.
- 40. Best Practice Checklist, No. 4 A little goes a long way… Easy, peasy.
- 41. Best Practice Checklist, No. 4 Here’s a grabber. This woman lays it all out in 11 seconds. Video testimonials: • In the 21st century video has gone from a rare sighting to a primary way many people share and connect.
- 42. Best Practice Checklist, No. 5 Does your site have case studies/ data-driven info? • Comcast: “They deliberately tried to trick us” • Sears: “I can now work with a little more security”
- 43. Best Practice Checklist, No. 5 Two approaches: • Emotional triggers • Analysis/rationality
- 44. Best Practice Checklist, No. 5 Emotion + reason = better messaging • Good = having one or the other. • Better = having both.
- 45. Best Practice Checklist, No. 6 Are you asking people to “JOIN” or “ORGANIZE?”
- 46. Best Practice Checklist, No. 6 Union staff use terms like: • “Organizing a union” • “Membership Development Department” • “Organizing drives” • “International Rep” • “ROC” • Etc…
- 47. Best Practice Checklist, No. 7 What happens if someone contacts you online after hours? • The majority of visits to “join” pages occur during the weekend of after 5 p.m. on weekdays.
- 48. Best Practice Checklist, No. 7 A solution: e-mail auto reply • The best thing to send is valuable information, not just pleasantries. • What could you send them?
- 49. Best Practice Checklist, No. 7 Hi, Thanks for your interest in the IBEW. I look forward to talking with you about how you can help make your workplace better for you, your co-workers and your families. Did you know the IBEW is at the forefront of green technologies – especially solar? Check out this dynamic video of our members in action. Our office reopens at 8 a.m. Monday, and I will give you a call then. Thanks again, and I look forward to speaking with you. -Joe Joseph Strummer, IBEW 999 Organizer jr@IBEW999.com, 202-485-5555
- 50. Excellent Free Website Resources www.wordpress.com IBEW activists have used this with great success: Organize Sitel Asheville The St. Louis Powercast
- 51. Excellent Free Website Resources Also… www.weebly.com
- 52. The Takeaway • Persuasion • Start the conversation • Know your audience
- 53. VIDEO: Duvall County Public Schools
- 54. SOCIAL MEDIA FOR ORGANIZING
- 55. Three Tips on Using Facebook 1. Engaging with members, allies and the public (Be your own media!)
- 56. Three Tips on Using Facebook Different types of Facebook pages: • Locals, councils, etc. • Organizing pages • Campaign pages
- 57. Three Tips on Using Facebook Post frequently – and make it engaging Quality content Tell your members
- 58. Three Tips on Using Facebook 2. Put Pressure on a Company
- 59. Three Tips on Using Facebook 3. Facebook Ads
- 60. Ad Goals • Post Engagement • Clicks to External Website • Facebook Page Likes
- 62. This ad targets 300 users: who live in the United States who live within 50 miles of Wilkes-Barre, PA between the ages of 18 and 60 inclusive who like electrician apprentice, journeyman electricians, electrical construction, foreman, electrician, journeyman wireman
- 63. Ad Goals • Experiment with different ad copy • Close up face photos get good responses • Microtarget
- 66. Ad Goals • Targeted by keyword, location • Can appear on Google searches and on websites • Pay per click • www.google.com/adwords/how-it-works
- 67. Tips for Twitter • Use hashtags (#verigreedy, #lu #ibew) • Live tweet events • Follow people you want following you – press, elected officials, allies • Press releases • Get allies on board (sample tweets) • Use the tools – hootsuite.com, TweetDeck.com
- 70. The average Facebook post is viewed by 16% of fans Emai l An average IBEW email is viewed by 40% of recipients
- 71. Some Email Tips • Get a CRM – and use the tools (www.salsalabs.com) • Petitions • A/B testing • Don’t spam • Share news/content • Short and sweet
- 72. Text Messaging Text IUPAT to 48728 • On Thurs. Mar 27 child care providers are headed to Springfield to stand up for timely pay & CCAP! Call the MRC at 866- 933-7348 to save your seat on the bus • Don't forget--membership meeting TODAY! 3/20, Prentice conf room L, 6:30am-9am, 11am-1:30pm, and 2:30pm-6pm. Be there to win on wages, safe staffing, and more.
- 73. Text Messaging SMS Program $$$$ • Revolution Messaging, Mobile Commons, AT&T Messaging Toolkit Free SMS • WhatsApp, Gmail chat, Apple iMessage
- 74. VIDEO: Green Organizing – San Diego, CA
- 75. VISUAL MESSAGING
- 76. Why Visuals are Important • Creates a memorable impact • Draws attention • Doesn’t just tell, but shows
- 77. Opportunities for Visuals Rally/local union events Organizing campaigns For Print/Web publications Bargaining updates Showcase projects
- 78. Technology Makes it Easy • iPhones/smartphones • Affordable video/still cameras • Social Media publishing – Facebook, Flickr, Instagram, YouTube, Vimeo
- 79. Photo Tips • Good light • Focus, focus, focus! • Look for action • Get close • Context • Quality v. quantity
- 80. EXAMPLES Do this: NOT this:
- 81. GROUP SHOTS Do this: NOT this:
- 82. ACTION
- 84. Video Tips • Use a tripod/hold still • Good light • Look for action • Quick soundbites • Short, simple
- 85. Say NO to Vertical Video • News organizations cannot use this footage • Poor quality, very unprofessional • Verizon picket line – Westchester County
- 86. Good Use of Mobile Video • Exposé style video • Basic quality, but highly effective • Verizon sends untrained workers into the field
- 87. Send a Message to Members • Simple, yet effective • Keep membership up-to-date • IBEW Local 37's Business Manager Update
- 88. IBEW MEDIA DEPARTMENT media@ibew.org (202) 728-6057 @ibew facebook.com/IBEWFB
Notas do Editor
- Most of our time is devoted to content production/b/c without quality content, social media is an empty container.
- Commercials: 1. Manufacturing; 2. Dad; 3. Sandy Videos will be shown throughout the afternoon.
- Commercials: 1. Manufacturing; 2. Dad; 3. Sandy Video stories: 1. Neutex; 2. Jax Schools
- One part of my job is to track all this stuff, which is very easy and vital for social media
- Goals are key. For smaller campaigns we have more focused goals Metrics. Now what does this have to do with you? You don’t have to have a professional staff to use digital organizing in your campaigns. You need commitment, some basic resources and most over a plan.
- Because you start doing this, you need a plan. First place is your goal
- Often you will have multiple audiecnes and will need to tailor message and tool to reach the,
- What content will work to move your goals? You don’t have to be a professional to have a good content. Just share important news, interesting facts, share the passion you feel for the movement.
- What content will work to move your goals? You don’t have to be a professional to have a good content. Just share important news, interesting facts, share the passion you feel for the movement.
- What content will work to move your goals? You don’t have to be a professional to have a good content. Just share important news, interesting facts, share the passion you feel for the movement.
- So how will you get out the content?
- Here we want to share some real-world stuff you can do with digital media
- Web sites and social media (like Facebook) are great tie-ins to “shoe leather” campaigns, and can sometimes even work better if you are organizing a group of employees in far flung areas.
- …but it is a way to generate contacts, inform, educate and show how the building trades– and the union movement – can benefit workers and their families.
- So if 500 people visit your site, you will get about 5 calls. There are ways to improve this ratio … Let’s see how.
- It doesn’t matter how persuasive your Web site copy is if potential members aren’t reading the first paragraph.
- One way is to use elements of a “Best Practice Checklist” developed by communicators and strategists in the labor movement. Jason Mann and Alex White.
- A picture of your ideal prospective member appearing as he or she would on the job.
- “International Brotherhood of Electrical Workers” might seem broad to someone who isn’t sure of the union based on its name … but if they see someone who looks generally like them, they will stay on the page to learn more…. This is especially important if the classification of workers you are trying to organize isn’t in the union’s name (ex: call center workers, telecom, USW and professors, etc.).
- Not totally on-topic, a little vague, doesn’t connect immediately with the folks you are trying to reach.
- If you did a campaign to organize workers at Acme power plant, where safety is an issue, what could you put up top? “Good jobs, safe jobs – unite at acme power.” “Standing together for safe jobs.” something like that….
- Think of it as an appetizer, a great guitar riff, or anything else that is designed to: reel people in, keep them wanting more
- If your site is out of date, says copyright 2008, no posts for a while, etc … you won’t look credible.
- Also, even if you do keep it up for a while and get leads, it’s important to keep doing this so people won’t think that you’ve abandoned the site or campaign. It’s like a garden … takes upkeep and pruning…
- Your site will have more cred with your prospective members if you have real people commenting on how the union has made their lives better.
- Even a photo with some clear text can help convince a visitor that this is someone like them – and that the IBEW is where they belong.
- With a little tech savvy, you can embed video on your own page that allows more of a “you-are-there” experience for someone making up his or her mind about calling you. Like a hero shot, you want someone who is representative of you, your workforce, your potential members.
- You could prepare a story on: organizing victories, progress on contracts, before and after stories of organized units, and much, much more. Both ran in the Electrical worker, on www.ibew.org and on IBEW national campaign sites.These venues can be good sources for fresh, free content that you can use in your own campaigns. AFL-CIO blog, other sites
- Some people have emotional triggers – a hero shot, a snappy headline, or a welcome message is convincing. Some people are more analytical and rational. They want to cut through the emotion and get to the meat of it. Numbers, statistics and figures matter.
- Comcast – shows the lengths the company was going to go to – showed also that with a union, you can stand up for your rights … “victory” story Sears – shows emotional aspects of job security, but also includes data like amount of wage increase, popularity of the ratification, etc. again, numbers, statistics, etc.
- Language matters.
- DROP THE JARGON. Workers – your prospective members – use terms like: “Starting a union” … “Forming a union” … “Having a voice on the job” … “Standing up for their rights” … Talk their talk, don’t sound “official” … sound down to earth, otherwise, you risk sounding like a third party.
- This means that the same time workers are most interested in joining the IBEW can be the same time you are usually away from the office or not available by phone.
- Top 10 reasons to join … Video of IBEW members in action … Recent news story about organizing win … Feature about members giving back to the community. Anything else?
- PERSUASION: The only reason for you to have a site is to persuade people to fill out an online form, request a meeting/call you, or get info. START THE CONVERSATION: The website does not exist for itself – it’s a conversation starter, an ice breaker. KNOW YOUR AUDIENCE. The key is to know your audience. You are the expert on talking to them about their issues, concerns, aspirations, fears and goals. Have your finger on the pulse of what’s important to them.
- Companies don’t like when people air their dirty laundry. They react when you start busting them online.
- Facebook ads are great because they allow to you microtarget workers by where they work, by location etc. Do a go through. Now with construction it’s a little different b/c your not neccearily targeted just one employer. Jeremy Should you have Facebook organizing pages? It your call, but in many cases it is better to have your ad go to a Web site.
- Forget the first one
- Jeremey did four different versions. You don’t know what is going to resonate. Don’t scare people. Direct by occupation, locations.
- Twitter isn’t so much about mining for contracts, largeley b/c there aren’t as many people on it, though that is changing. Live tweet events. If there is a hearing, a rally a public event. Set up a live tweeting session and create a hashtag. Don’t wait for the media to cover it, cover it yourself. Let people know. If you are a know organizer, be the person tweeting.
- Email: still the best way to communicate, secrecy. Lot higher than most politicians because we aren’t asking for money
- Petitions
- Text Messaging is something we don’t do. Meetings, rallies, calling, What’s App is pretty much a group chat app – I wouldn’t say it is an SMS system. It allows users with various type of mobile devices to have a streamlined group chat – unlike iMessage that only works on apple products (most smartphones can get group chat, but the features don’t work across all platforms). You can broadcast a message, but it will only go to people who have your number in their contact list so it may work for smaller groups if everyone commits to buying the app.