Mass access to the internet has changed social mobilization processes, allowing both conventional and unconventional forms of mobilization. Conventional mobilization relies on continuity, involvement of institutions and interests over time, while unconventional mobilization focuses on single impactful actions. Both forms have advantages and disadvantages, but integrating tools like social networks into a coordinated platform can create an effective social action machine for defining goals, involving actors, and keeping people informed and engaged in supporting issues.

1. Social mobilization
Rafael Rubio

2. Social mobilization
“¡Ok! Have convinced me. Now, get out
there and put pressure on my”
President Franklin D. Roosevelt
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20

3. Social mobilization

4. Public Opinion and Sensibilization
“Ten people who speak make more noise than
ten thousand silent”
Napoleon Bonaparte

5. Social mobilization
Mass access to ICT through internet has
changed the social mobilization processes.
Conventional
Mobilization
Unconventional
Mobilization

6. Social mobilization
New volunteer
Less faithful
More demanding
Punctual
collaborations
Individualistic
VOLATILITY

7. Social mobilization
SLACKER
Doing something
in support of an
issue or cause that
requires minimal
personal effort.
Term coined by
Dwight Ozard
and Fred Clark
in 1995

8. Social mobilization : Unconventional
Send a
tweet=
attend a
sit-in
Social Media
allow us to
learn about
more issues
than ever
before
But it can
achieve the
goal another
way by
spreading the
awareness of
the issue
Slacktivist
can build
awareness of
an issue
overnight.

9. Social mobilization : Unconventional
How many
signatures
can a single
person with
a petition
get?
The whole
worldcan
sign an
online
petition
New anticorruption
laws are now in
the works

10. Social mobilization : Unconventional
The Slacktivist have probabilities of: Be propitious to solicit
donations. Be volunteer and be part of an event. Encourage others to
sign a petition or contacting with a politician.
The 59% of
people say
that the
internet has
had a major
impact on the
ability to get
individuals
together to
make social
change
Red Cross raised
$20 million in 5
days after the
Haiti earthquake
through text
message
donations. 10,000
texts per second.

11. Social mobilization : Unconventional
The 85% of
Twitter
users are
group
participants
The 80% and the
59% of internet
users participate
in groups,
compared with
56% of noninternet users.
During the
SOPA blackout,
3,9 million
SOPA-related
tweets were
sent out

12. Social mobilization : Unconventional
Participated
in a shortterm boycott.
Turned off
your power
for an hour
Bought a
product
because they
will donate a
portion of
proceeds to
charity.
You are
wearing an
awareness
bracelet
Put a
magnetic
ribbon in
your car
Donated
through text
message

13. Social mobilization : Unconventional
Difficulty:
Spectacularity
ACTIONS
1
2
Massive
mobilization
Impact
Mobilization
Objectives
Media
attention
Social
Support
Bandwagon
effect
Effect
Motivator

14. Social mobilization : Unconventional
ADVANTAGES
Unconventional Mobilization
Clarity
Creation
Social
Greater
mobilization
DISADVANTAGES
Objective
Media and social
impact
Fame:
FOAM EFFECT
Success
In simplicity

15. Social mobilization : Unconventional

16. Social mobilization : Conventional
Conventional Mobilization
Time
Continuity
No a single
action
implication
institutions
and people
interests

17. Social mobilization : Conventional
SOCIAL COMPROMISE
Informed
Combine exigency
through
clear tasks, concrete
and useful.
Broad social
base
Motivated
TRANSMIT THE MESSAGE IN CIRCLES OF
TRUST. Very effective. Volunteers
indispensable.

18. Social mobilization : Conventional
Planning a campaign:
More than 200 non-violent activities
Graphic content
Start with hits for useless they are
Do not forget side effects
Seize / find excuses: Visibility, BBDD, Leaders.
Explain the failures: Exploit the successes

19. Social mobilization : Conventional
Trabajadores socios donantes
ACTORS
voluntarios habituales colaboradores
ocasionales ciberactivistas
simpatizantes interesados público
general…
Only a few:
Part of the team
Treatment: trust and
transparency
Informed with priority
Formation
Mobilizers
PROTAGONIST

20. Social mobilization
Effect grassroot: feeling thermometer, leaders location,
volunteer coordination, information distribution, quick
answers.
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21. Social mobilization : Conventional
Social networks
Collaborative working groups
Newsletter
Mailing List and SMS
Blogs
Petitions and Surveys
Personal impact calculators
Videos
Individual Stories

22. Campaign Execution:
Steps:
Define the goal
2.
Identify the recipients
3.
4.
Define the media
5.
Creates the web
6.
Promote Yourself
7.
Keep updated page
8.
Reports the successes
Personal
relation, massive
and personalized
Centers the message
9.
Online campaign
1.
Appreciates the support
10. Communicate the results
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Organize
actuation
Keep people
informed
Raise funds

23. Social mobilization : Conventional
Actors + tools + Plan
Social Networks
Social Action Machine
involve
actors
through tools
Identity
Knowledge
Contact
Motivation

24. Social mobilization : Conventional
Depends on time
Of the simplicity of the message: The
more simpler the message, more easier to
bet on social mobilization.
Suspect if you are first
Revises the existing

25. Social mobilization : Conventional
Having a great plan, a plan, a
tactic and procedures.
Take the initiative, avoid being
reactive.
“I must hurry. I’m their leader and
they have left” (New Yorker)

26. Social mobilization : Conventional
Engagement Pyramid

27. Social mobilization : Conventional
1. Run away from conspiracies.
2. Avoid Interposed Groups : Nothing is hidden that
will not be rebelled
3. clear identity
4. Social base: Power citizen and institutional .

28. Social mobilization : Conventional
Allows social networks:
Define them
Feeling proud of being behind
Share stories
THAT IS TO BE PART OF HISTORY!
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29. Social mobilization : Conventional
Pyramid of compromise / community management
Connection
Working on
BBDD
Search
"influentials"
Exploit events or
excuses to create
community
Build on groups or
build groups
SOMETHING ABOUT TO TALK!
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1. Bases, personal
networks,
affected
2. Stick with
friends
3. General public
4. Active
Participation in
active platforms

30. Social mobilization : Conventional
Pyramid of compromise
In relation to the conversation, the contents
serving:
Conversation
PERSONALIZATION
Society of care: SHOW
Care society demands
information sexier than ever.
Easy and attractive become
Speaker: Communication causes
reaction . Amplification.
The symbolic and graph eat the
conceptual.
Is achieved media attention.

31. Social mobilization : Conventional
Pyramid of compromise
-Making life easier with applications
-Maximizing activity of volunteers
-Cooperation, healthy competition.
ACTION
Goals and achievements
-Abundance of materials and SGC (Self
Generated Content) Campaign 1 to 1
Involving
different actors
but not all at
once
People capable of
reacting
Motivations
different from
the usual

32. Social mobilization : Conventional
Pyramid of compromise
Finally :
INFLUENCE
Community grows
and the level of
compromise
COMPROMISE
Acquires
its own
life
The new communication, bets on
Personal Communications
Risk
Act
differentl
y than
desired
They want to be
players (Listen)
5% de la
población
Two levels:
Organization / volunteers
Volunteers / legislators
(Public Opinion)

33. Social mobilization : Conventional
Excess tools
Define use
Result: Machine of
policy action
The secret
Integrated into a
platform

34. Conclusions
1
3
2
Create
social
networks
is matter
of time
Coherence,
Constancy
and
stability
6
5
4
Facilitate
talk about
us
Integration
and
coordination
of their
parts
Taking
people
seriously
Participate in
the
conversation
with them.

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