labourtech advocacy-0510

Online AdvocacyPlease answer on the two stickies

provided:Sticky 1:“If I get one thing out of this session, I would like it to be....”

Sticky 2: Your name, organization and URL of any online campaigns you would like to share

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Cassie Barker

Online Coordinator

Eric Squair

Online Campaign CoordinatorWeb Manager

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Where do you stand?

Online advocacy campaigns

change everything.

There’s nothing new here - it’s all been done

before.

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Where do you stand?

Our organizations can currently run effective online

campaigns.

We need to change the way we work

and think to really do this effectively.

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Where do you stand?

We need to just jump into online advocacy campaigns and experiment.

Online advocacy campaigns need to be planned, budgeted, staffed and strategized from the very start.

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

The Agenda today:

Online Campaigns, Our Vision of Change, Break (10 minutes)Effective Online Communications,The Pyramid of EngagementOrganizational Challenges

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Some definitions

(Online) Campaign

Social Networks

Strategy

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

How Online Campaigns Change Everything (And How They’re Nothing New)

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Harness enhanced social networks to spread messages faster and more widely.

How Online Campaigns Change Everything (And How They’re Nothing New)

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

They are open and adoptable.

How Online Campaigns Change Everything (And How They’re Nothing New)

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

React faster to take advantage of high information / enthusiasm ratios.

How Online Campaigns Change Everything (And How They’re Nothing New)

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Puts the scale (and potentially the reach) of broadcast media in the hands of citizens.

How Online Campaigns Change Everything (And How They’re Nothing New)

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

our vision of change

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Our Purpose: what change do we want to see/lead in the world?

why do we exist?

why are we doing this work?

Our Vision of Change

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Power: What does the labour movement do really well?

what are we known for?

what are our successes?

Our Vision of Change

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Our Vision of Change

our role: how we fit in into the larger change movement/ecosystem

identity: how we see the world - who we are, our politics, our frameworks

power: how we contribute, how we frame the issues

strengths: what we do well, our successes, our capacity

brand: how we are seen - our voice, our imagery, our stories

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Fitness test: 1) Us: does this campaign fit our brand/image, our mission? 

2) Issue: where does our advocacy/campaign fit in the larger strategic change plan/vision?

Our Vision of Change

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Needs: How do online campaigns address our vision/needs?The effort and expense needed for effective online campaigns requires organizational - if not sectoral - mobilization

Alignment/Support: how is this (or could it become) an organizational, if not sectoral, priority?

what does our organization/sector need to make this change happen?

Success: what can realistically expect from this campaign, given the time, resources, timelines we have?

Our Vision of Change

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

"If we (labour) could do one campaign in the next

year, what would it be?"

Our Vision of Change

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Effective Online Communications

why it's the same: we still frame issues, messaging, storyboards, etc. 

why it's different: new standards for ideas, concepts - HIPPOmeasurable results you can't hide from criticism and opposition - using them to strengthen our messages

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Who cares?

Audience: how does this issue/campaign connect to people's life, emotions, needs?

Scope: is this a membership vs. labour vs. public priority?

Target: who holds the power, what are their pressure points, and whose voice/presence will be needed?

Framing: what values are we speaking to in our messaging? how do we evoke stories, myths, imagery, history? 

Effective Online Communications

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Effective Online Communications

Power Mapping the Priority Issue

Issue: what's our desired outcome? Decision-makers: who has the power to change this? Levers: what are their pressure points?Agents: who are our audience? allies? foes?Source: are we the best messenger for this issue? what's our personality/brand?

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

leading

owning

endorsing

contributing

following

observing

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Online Advocacy 0.5

The Engagement Pyramid

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Online Advocacy 1.0

The Engagement Pyramid

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Online Advocacy 1.5

The Engagement Pyramid

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

Online Advocacy 2.0

The Engagement Pyramid

Online Advocacy

cassie.barker@gmail.com | eric@squair.ca

How do we need to change?