What is digital advocacy and how do you use it to mobilize advocates and activists. Presented at the Canadian Society of Association Executives Trillium Chapter Winter Summit in January 2012.

1. Digital
Advocacy
Mobilizing Your Audience in
a Connected World
#wintersummit2012 @shaw_tim

2. A bit about me…
#wintersummit2012 @shaw_tim

3. A bit about me…
#wintersummit2012 @shaw_tim

4. Take out your phones
And tweet away!
#wintersummit2012 @shaw_tim

5. Today we’ll talk about
Digital Advocacy
#wintersummit2012 @shaw_tim

6. Technology changes
#wintersummit2012 @shaw_tim

7. Technology changes
#egypt
#wintersummit2012 @shaw_tim

8. Technology changes
#syria
#wintersummit2012 @shaw_tim

9. Technology changes
#occupy
#wintersummit2012 @shaw_tim

10. The revolution is
being tweeted.
#wintersummit2012 @shaw_tim

11. People adapt
#wintersummit2012 @shaw_tim

12. People adapt
They find the technology"
that suits their need…
#wintersummit2012 @shaw_tim

13. People adapt
…or they modify "
the technology"
#wintersummit2012 @shaw_tim

14. Organizations adapt
#wintersummit2012 @shaw_tim

15. #wintersummit2012 @shaw_tim

16. The new grassroots
#wintersummit2012 @shaw_tim

20. And closer to home
#wintersummit2012 @shaw_tim

22. Technology
The platform for creating
answers…
#wintersummit2012 @shaw_tim

23. Technology
…but not the answer itself.
#wintersummit2012 @shaw_tim

24. A powerful thing…
So how do you use it?
#wintersummit2012 @shaw_tim

25. What is digital advocacy?
Focused
#wintersummit2012 @shaw_tim

26. What is digital advocacy?
Informing
#wintersummit2012 @shaw_tim

27. What is digital advocacy?
Community building
#wintersummit2012 @shaw_tim

28. Why use social media?
#wintersummit2012 @shaw_tim

29. Why use social media?
#1 online activity
#wintersummit2012 @shaw_tim

30. Ogilvy
PR
Worldwide
&
Centre
for
Social
Impact
Communica<ons
#wintersummit2012 @shaw_tim

31. Why use social media?
Communities
#wintersummit2012 @shaw_tim

32. Why use social media?
Trust
#wintersummit2012 @shaw_tim

33. Why use social media?
Immediacy
#wintersummit2012 @shaw_tim

34. The slacktivist
#wintersummit2012 @shaw_tim

35. The slacktivist
They’re not all bad.
#wintersummit2012 @shaw_tim

36. The slacktivist
More supportive
than they seem
#wintersummit2012 @shaw_tim

37. It actually makes sense
Different levels of engagement
#wintersummit2012 @shaw_tim

38. Levels of participation
1. What’s a face book?
#wintersummit2012 @shaw_tim

39. Levels of participation
2. Spectator
#wintersummit2012 @shaw_tim

40. Levels of participation
3. Joiner
#wintersummit2012 @shaw_tim

41. Levels of participation
4. Collector
#wintersummit2012 @shaw_tim

42. Levels of participation
5. Critic
#wintersummit2012 @shaw_tim

43. Levels of participation
6. Creator
#wintersummit2012 @shaw_tim

44. Levels of participation
The slacktivist?
#wintersummit2012 @shaw_tim

45. Levels of participation
Where do we fit?
#wintersummit2012 @shaw_tim

46. The slacktivist
Isn’t only online
#wintersummit2012 @shaw_tim

47. Inform | Involve | Inspire
#wintersummit2012 @shaw_tim

48. Inform | Involve | Inspire
#wintersummit2012 @shaw_tim

49. Set the right goals
#wintersummit2012 @shaw_tim

50. Know why
you’re here
Really know.
#wintersummit2012 @shaw_tim

51. Find your audience
#wintersummit2012 @shaw_tim

52. Know who
You need to reach
Find your audience
#wintersummit2012 @shaw_tim

53. What’s happening
Right now?
#wintersummit2012 @shaw_tim

54. Now, listen carefully
#wintersummit2012 @shaw_tim

55. h?p://farm5.sta<c.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg
#wintersummit2012 @shaw_tim

56. Now, listen carefully
For…
#wintersummit2012 @shaw_tim

57. Now, listen carefully
To people…
#wintersummit2012 @shaw_tim

58. Plan your attack
Well, really just"
have a plan…
#wintersummit2012 @shaw_tim

59. How do you want to engage?
#wintersummit2012 @shaw_tim

60. Establish your voice
#wintersummit2012 @shaw_tim

61. Establish your character
#wintersummit2012 @shaw_tim

62. Establish your tone
#wintersummit2012 @shaw_tim

63. Establish your language
#wintersummit2012 @shaw_tim

64. Establish your purpose
#wintersummit2012 @shaw_tim

65. Build the infrastructure
#wintersummit2012 @shaw_tim

66. Inform | Involve | Inspire
2.0
#wintersummit2012 @shaw_tim

67. h?p://www.flickr.com/photos/isabellewong/2978822643/sizes/l/in/photostream/
What is your message
#wintersummit2012 @shaw_tim

68. How do you participate
#wintersummit2012 @shaw_tim

69. Inform | Involve | Inspire
#wintersummit2012 @shaw_tim

70. The story
Be a person like me
#wintersummit2012 @shaw_tim

71. Tell great stories
#wintersummit2012 @shaw_tim

72. I had to know "
and understand my own
story before I could listen"
and help other people "
with theirs.
– Barack Obama
#wintersummit2012 @shaw_tim

73. There’s always more to the story
#wintersummit2012 @shaw_tim

74. Make it meaningful
#wintersummit2012 @shaw_tim

75. Make it believable
#wintersummit2012 @shaw_tim

76. Inspire change
No big deal.
#wintersummit2012 @shaw_tim

77. Keep your audience
On the edge of their seats
#wintersummit2012 @shaw_tim

78. Everyone is doing it
Sharing, that is
#wintersummit2012 @shaw_tim

79. Don’t fall into silos
#wintersummit2012 @shaw_tim

80. Make the ask
#wintersummit2012 @shaw_tim

81. Ask for something
And be specific
#wintersummit2012 @shaw_tim

82. Make it simple
#wintersummit2012 @shaw_tim

83. Know where to go
#wintersummit2012 @shaw_tim

84. Pay attention. Be flexible.
#wintersummit2012 @shaw_tim

85. Pay attention. Be flexible.
Monitor
#wintersummit2012 @shaw_tim

86. Pay attention. Be flexible.
Evaluate
#wintersummit2012 @shaw_tim

87. Pay attention. Be flexible.
Assess
#wintersummit2012 @shaw_tim

88. Pay attention. Be flexible.
Adapt
#wintersummit2012 @shaw_tim

89. See, it’s simple
Right
#wintersummit2012 @shaw_tim

90. A few more rules
#wintersummit2012 @shaw_tim

91. Be honest
#wintersummit2012 @shaw_tim

92. Be transparent
#wintersummit2012 @shaw_tim

93. Be generous
#wintersummit2012 @shaw_tim

94. Share
#wintersummit2012 @shaw_tim

95. Be supportive
#wintersummit2012 @shaw_tim

96. Be responsive
#wintersummit2012 @shaw_tim

97. Be collaborative
#wintersummit2012 @shaw_tim

98. Listen!
#wintersummit2012 @shaw_tim

99. Provide value
#wintersummit2012 @shaw_tim

100. Advocate. Don’t lobby.
#wintersummit2012 @shaw_tim

101. Invest time
#wintersummit2012 @shaw_tim

102. Give a damn.
#wintersummit2012 @shaw_tim

103. Different forms
Of digital advocacy
#wintersummit2012 @shaw_tim

104. Creating a home base
Using blogs to "
inform & mobilize "
members
#wintersummit2012 @shaw_tim

105. #wintersummit2012 @shaw_tim

106. #wintersummit2012 @shaw_tim

107. Directed them to resources
#wintersummit2012 @shaw_tim

108. Educated & Encouraged
#wintersummit2012 @shaw_tim

109. We also went low tech
#wintersummit2012 @shaw_tim

110. And it worked
#wintersummit2012 @shaw_tim

111. Another example
#wintersummit2012 @shaw_tim

112. #wintersummit2012 @shaw_tim

113. #wintersummit2012 @shaw_tim

114. How the heck?
#wintersummit2012 @shaw_tim

115. #wintersummit2012 @shaw_tim

116. #wintersummit2012 @shaw_tim

117. #wintersummit2012 @shaw_tim

118. #wintersummit2012 @shaw_tim

119. Constant storytelling
#wintersummit2012 @shaw_tim

120. #wintersummit2012 @shaw_tim

121. #wintersummit2012 @shaw_tim

122. #wintersummit2012 @shaw_tim

123. And they are active IRL
#wintersummit2012 @shaw_tim

124. Why did you show us this
#wintersummit2012 @shaw_tim

125. They’re a great case study
#wintersummit2012 @shaw_tim

126. They know
Their audience
#wintersummit2012 @shaw_tim

127. They know
Their objective
#wintersummit2012 @shaw_tim

128. They know
How to be social
#wintersummit2012 @shaw_tim

129. They know
How to make "
participation easy
#wintersummit2012 @shaw_tim

130. Wow…That’s about it
Any questions?
#wintersummit2012 @shaw_tim

131. Thanks!
Tim Shaw
tim@amplifi.ca
416-738-0395
@shaw_tim
Linkedin.com/in/tmshaw
www.amplifi.ca
#wintersummit2012 @shaw_tim