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New Media for Advocacy in Albania

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Slides for a two day training on new media for advocacy with CSOs in Tirana, Albania - May 2010.

Publicada em: Tecnologia
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New Media for Advocacy in Albania

  1. 1. MCCA – Leveraging New Media for Advocacy Results<br />May 5-6, 2010<br />Teresa Crawford<br />
  2. 2. Who am I?<br />Director of the Sustainable Leadership Initiative – Partners for Democratic Change<br />30 countries, countless issues<br />The Advocacy Project and IPKO Board member<br />Mother, wife, sister, daughter, friend<br />Corinne<br />Henry<br />NGO world since 1998<br />Strategic Technology Consultant since 2003<br />
  3. 3. Why Are We Here?<br />Intro to Web 2.0 tools for collaboration and mobilization<br />Technology/NGO landscape in Albania<br />Outreach and constituent mobilization <br />Developing a new media strategy<br />
  4. 4. Burning Questions<br />In what way and to what extent can social media influence public opinion?<br />What are the most efficient and effective means of communication in advocacy projects?<br />How to engage new supporters and outreach to new partners using modern means of communication?<br />Are there examples of good practice in CSOs use of technology for advocacy?<br />
  5. 5. What is Social Media?<br />
  6. 6. Social media is ... a way of using the Internet to instantly collaborate, share information, and have a conversation about ideas or causes we care about. (Beth Kanter)<br />
  7. 7. What are we talking about… <br />Web 2.0 is the business revolution…caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects that get better the more people who use them - "harnessing collective intelligence." (Tim O'Reilly) <br />
  8. 8. http://www.flickr.com/photos/9119028@N05/591163479/<br />
  9. 9. Web 2.0 Features<br />peer participation<br />amplification<br />freedom to manipulate and "remix" content<br />combine online applications (mashups)<br />free categorisation (tagging)<br />conversation<br />rich online applications<br />
  10. 10. Web 1.0 – You Find Information<br />http://www.flickr.com/photos/lumaxart/2136948367/in/set-72157603549757387/<br />
  11. 11. Web 2.0 – Information Finds You<br />http://www.flickr.com/photos/lumaxart/2137729430/in/set-72157603549757387/<br />http://www.flickr.com/photos/somewhatfrank/217318020/<br />
  12. 12. What is all the fuss about? <br />Reduces barriers to participation<br />Replaces management with coordination<br />Network rather than hierarchy<br />Information is independent of context<br />Conversations rather than broadcasting content<br />User-driven<br />
  13. 13. Where does advocacy fit in?<br />Effective advocacy relies on effective networks.<br />More and more ways to tell your story to more and more people<br />Strength in numbers<br />Strength in diversity<br />Shared workload and resources<br />Cohesion and solidarity<br />Trust and reciprocity<br />An open attitude<br />Shared values<br />
  14. 14. Why do we use social media?<br />Listening<br />Engaging<br />Social Content Creation<br />Generating Buzz<br />Building Community & Social Networking<br />
  15. 15. Tools for Collaboration, Outreach and Mobilization <br />
  16. 16. Listening<br />RSS<br />Twitter<br />Radian<br />Know what is being said online about your issue, organization, programs.<br />What key words will you use?<br />
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  19. 19. Engagement<br />Blog commenting<br />SMS/microblogging service<br />Guest blogging<br />You can engage by answering questions, offering help and commenting. <br />What can you contribute to a conversation?<br />
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  22. 22. Social Content Creation<br />Wikis<br />Googledocs<br />Flickr<br />Youtube<br />Content is any material that can help drive a conversation – video, audio, images, data.<br />What content do you already have that you can share?<br />
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  29. 29. Generating Buzz<br />Facebook causes<br />Digg<br />Where are your supporters already interacting?<br />Why will people want to talk about your or your message<br />
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  32. 32. Community Building & Social Networking<br />Facebook groups<br />Ning<br />Linkedin<br />Create a place where people can interact with you and each other.<br />Where are they already interacting?<br />
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  36. 36. Facebooke-mailKushbën çfarë?BloggingSMS<br />
  37. 37. Facebook<br />Figurapublikeaktive ne FB<br />AndisHarasani<br />Erion Brace<br />ErionVeliaj<br />GertiBogdani<br />AltinHazizaj<br />
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  40. 40. LibriiFytyrave ???Facebook<br />Qellimi I perdorimitte FB<br /><ul><li>Informimi I publikut virtual ,
  41. 41. Krijimi I Ilidhjevetereja
  42. 42. Terheqvemendjen e njekontigjentiteri
  43. 43. Inkurajon per tevepruar</li></ul>Cilieshtetargeti I tyre<br />- Anetaret e listes se tyre, politikanetetjere<br />Cilatmjeteperdorin per keteqellim?<br />- Mesazhet private ne grup, njoftimet, taggteshumepersonavetenjeartikull, statusisimjetpercjelles I njemezazhi.<br />A pofunksiononsa me siper ?<br />- dukeshemqefaqet e disapolitikanevejaneshuemtrevizituradhetekomenturara, komente e gjeneojneedhe debate ne niveletetjere. (tv, gazetaetj)<br />
  44. 44. Blogging <br />Qellimi I perdorimit<br />- diskutim, sjell ne fokustematenxehta<br />- Opinoineteshumellojshmembisecilen, debate, replikaperballjeidesh , bindjesh<br />Targeti (qytetarevirtuale, politikane, aktiviste)<br />
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  48. 48. SMS<br />NDI 2007 monitorimiizgjedhjeve live dheraportimi ne kohereale me SMS ne 1250 qendravotimi<br />Mjaftmonitorrimi I zgjedhjeve 2005 dhe 2009 “Resultatet Live”<br />Praktika e re e K-bashkiakut, Kryetarja e Parlamentit ,dheKryeministrit per SMS dhetelefonatateregjistruaratekqytataret<br />Listat e emaileve<br />
  49. 49. Shembujteperdorimit me te mire teteknologjise<br />Mjaft = fushatendergjegjesimimediatik<br /><ul><li>video, postera, dokumentareteshkurter</li></ul>Rrijta = koordinimperfekt I informimit, ndergjegjesimit, nxitjes per veprimdhekoordinimlevizjesh.<br />www.mjaft.org (perditesimrigoroz)<br />SMS per cdoaktivitet, email listat e ndarasipart target-grupeve<br />Publikimi ne www.youtube.orgivideoveteprotestavedhe me shume<br />
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  51. 51. MJAFT ne Facebook, video, SMS, e-mail, <br />Informimin e publikutmbinismat e veta, problemet, zgjidhjen<br /><ul><li>Nxitja e qytetareve per veprim</li></ul>Targeti<br /><ul><li>Qytetretetegjithemoshave, backgroundeve, nxenes, studente, nepunes civil, sektoriprivatetj</li></ul>Mjetet e perdorura<br /><ul><li>SMS, e-mail, FB,
  52. 52. Lista e vullnetreve, e ndare ne student , nxenesteshkollavetemesme, teachers, young professionals, media people, international community, civil society list.</li></ul>What is effective about what they are doing?<br /><ul><li>SMS (shumeteefektshme, arrijnedirekettekqytateridhejapinndjesine e njekontaktidirekt,
  53. 53. Email eshtemjetinformacioni me I thelledhe I detajuardheiruajtshem.</li></li></ul><li>Keqperdorimiiteknologjise<br />Faqetepamabjtura, blogjetevjetertengo-ve<br /><ul><li>www.unepunoj.com
  54. 54. www.keshillirionor.org</li></ul>-1000 ngoteregjistruara<br />-30 website tedeklaaruarteregjistruar, prejtecilavepunojnevetempak.<br />
  55. 55. Tools for Your Toolbox – Wordpress and Facebook<br />
  56. 56. Engaging: Blog step by step w/ Wordpress<br />Visit www.wordpress.com<br />Click “Sign Up Now” link<br />Create an account<br />Select your title<br />Check your email to activate<br />Log in<br />
  57. 57. Customizing Wordpress<br />Pick your template<br />Create your first post<br />Check out a recent blogsite - http://partnersbrasil.wordpress.com/<br />Comment<br />Customize<br />
  58. 58. Wordpress.tv<br />Signing up - http://wordpress.tv/2009/01/05/signing-up-with-wordpresscom/<br />Themes - http://wordpress.tv/2009/01/14/previewing-and-activating-themes-2/<br />Widgets - http://wordpress.tv/2009/07/24/wpcom-widgets/<br />Pages - http://wordpress.tv/2009/01/14/adding-an-about-me-or-any-other-static-page/<br />Posts - http://wordpress.tv/2009/01/15/writing-and-publishing-a-post/<br />
  59. 59. Social Networking: Step by step w/ Facebook<br />Create a Facebook user account<br />Log in<br />Click on Ads & Pages (left side navigation bar)<br />Click “Create Page” (top green button)<br />Create & customize a profile page for your organization<br />Difference between pages, community, groups, causes<br />Check out – www.facebook.com/facebookpages<br />
  60. 60. Don’t Push the River…It Flows by Itself<br />http://www.flickr.com/photos/zarkodrincic/1468561850<br />
  61. 61. 5 Things You Can Do Tonight<br />
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  67. 67. Social Media Game<br />
  68. 68. Break into groups of five<br />Read your scenario<br />Each group determines who they are trying to engage and why<br />Have a budget of 10 points – choose your methods<br />Develop a plan and present back<br />Gaming Directions<br />
  69. 69. Leadership Taxonomy<br />There are more leadership roles than you usually find in just one organisation:<br />Visionaries who raise the view of the possible<br />Strategists who chart the vision and achieve what's attainable<br />Statespersons who elevate the cause in the minds of both the public and decision-makers<br />Experts who wield knowledge to back up the movement's positions<br />Outside Sparkplugs who goad and energize, fiercely holding those in power to account<br />Inside Advocates who understand how to turn power structures and established rules and procedures to advantage<br />Strategic Communicators who deploy the rhetoric to intensify and direct public passion toward the movement's objectives<br />Movement Builders who generate optimism and good will, infecting others with dedication to the common good<br />Generalists who anchor a movement, grounded in years of experience<br />Historians who uphold a movement's memory, collecting and conveying its stories<br />Cultural Activists who pair movements with powerful cultural forces<br />