How do you use social media to inform, involve and inspire your audience in a connected world? This workshop was delivered for members of the Edmonton Chamber of Voluntary Organizations.

1. Digital Advocacy
Mobilizing your audience in a connected world
Tim Shaw (@shaw_tim)
Nov. 2 2016

2. Tim Shaw
Leader, Online Engagement
Amplifi

3. Let’s talk about…
• What is digital advocacy
• Your digital advocacy strategy: Inform | Involve |
Inspire
• Identifying and finding your audience
• Effective storytelling for engagement
• Perfecting the ‘ask’
• The right tools – what’s out there that you can use to
recruit and retain volunteers

4. (technology changes)

5. Receiving
and sharing
information

6. How organizations
communicate with
audiences

7. Changes what
organizations can
achieve!

9. People adapt

10. They find the technology!
that suits their need
People adapt

11. People adapt
h"ps://www.buzzfeed.com/annehelenpetersen/heres-­‐what-­‐its-­‐like-­‐at-­‐the-­‐north-­‐dakota-­‐pipeline-­‐protest-­‐in?utm_term=.iwAEm9OmL#.umpzQleQ

12. Organizations adapt

14. The NEW
grassroots

15. Technology
The platform for creating
answers…

16. Technology
…but not the answer itself.

17. A powerful thing…
So how do you use it?

18. What is
Digital Advocacy?

19. Advocacy vs. Activism

20. Advocacy vs. Activism
Strategic

21. Advocacy vs. Activism
Tactical

22. What is digital advocacy?
Focused

23. What is digital advocacy?
Informing

24. What is digital advocacy?
Community building

25. Why use social media?

26. 346vs
242
Hours
online
per
month

27. 83%
…of
Canadians
use the
internet

28. 75%
…of
Canadians
own a
smartphone

29. 59% 30%
25% 18%
Have a Facebook account Are on LinkedIn
Are on Twitter Are on Instagram

30. Where do
people get
their news?

31. Why use social media?
#1 online activity

32. Ogilvy
PR
Worldwide
&
Centre
for
Social
Impact
CommunicaPons
Online social networking sites, like
Facebook…
increase the
visibility of social
causes and issues.

33. Online social networking sites, like Facebook…
increase the
visibility of social
causes and issues.
Ogilvy
PR
Worldwide
&
Centre
for
Social
Impact
CommunicaPons
I feel like I can help get
the word out about a
social issue or cause.

34. Why use social media?
Communities

35. Why use social media?
Trust

36. Why use social media?
Immediacy

37. The slacktivist

38. The slacktivist
They’re not all bad.

39. The slacktivist
More supportive
than they seem

40. It actually makes sense
Different levels of engagement

41. Levels of participation
1. What’s a face book?

42. Levels of participation
2. Spectator

43. Levels of participation
3. Joiner

44. Levels of participation
4. Collector

45. Levels of participation
5. Critic

46. Levels of participation
6. Creator

47. Levels of participation
The slacktivist?

48. The slacktivist
Isn’t only online

49. Levels of participation
Where do we fit?

50. Inform | Involve | Inspire

51. Inform | Involve | Inspire

52. Let’s work
Together!
https://www.surveymonkey.com/r/ECVOworkshop

53. ?Where are
we now?

54. ?Who is in
control?

55. ?Who is
crushing it?

56. Setting the right goals

57. Know why
Really know.
you’re here

58. ?Let’s set
your goals

59. Theory of change

60. Image:
Sidney
Harris

61. Goal
What needs to change
Strategies
Tactics/Tools

62. ?What needs
to change

63. Find your audience

64. Find your audience
Know who
You need to reach

65. You! Decision
Maker!
Influencers!

66. 2
4
6
8
10 Decisive decision making power/
influence
Active participant in decision
making
Power to have major influence
on decision making
Taken into account
Barely on radar

67. Audience Analysis
Stakeholder Group

68. Audience Analysis
Key Characteristics

69. Audience Analysis
Current Level of Understanding

70. Audience Analysis
Desired Behaviour

71. Audience Analysis
Tactics & Timing

72. Audience Analysis
Responsibility

73. Audience Analysis
Conversation Tone

74. Why focus on
audience?

75. What’s happening
Right now?

76. Now, listen carefully

77. h"p://farm5.staPc.flickr.com/4005/4328455047_fa7c4d7f0c_b.jpg

78. Now, listen carefully
For…

79. Now, listen carefully
To people…

80. ?Who is your
audience?

81. What we
know so far

82. What we
know so far
1. Why we’re here

83. What we
know so far
1. Why we’re here
2. What needs to change

84. What we
know so far
1. Why we’re here
2. What needs to change
3. Who we need to reach

85. What we
know so far
1. Why we’re here
2. What needs to change
3. Who we need to reach
4. Where they are

86. Strategies
How do we make change happen?

87. Remember
this?

88. Fill in
the
void
Where
we are
now
Where we
need to
be

89. Example
Every young person in Canada has
access to the resources and
conversations where they live, work and
play to ensure their positive mental
well-being.
Goal

90. Example
• Schools
and
youth-­‐serving
organizaPons
aware,
educated
and
commi"ed
to
supporPng
young
people
and
their
mental
wellness
• Groundswell
of
support
for
youth
mental
health
across
Canada.
Strategies

91. Example
Strategies
• Cross-Canada tour of town halls to gather info, raise awareness
and build support for youth mental wellness.
• Build social media community of young people and youth-
serving adults to support youth mental wellness.
• Crowdfunding:
• fundhope.ca
• Spark social media community
• Generate support and funding for youth-focused projects

92. ?What are your
strategies?

93. Build the infrastructure

94. Inform | Involve | Inspire
2.0

95. What is your message
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96. Developing key messages
1. Identify messaging needs

97. Developing key messages
1. Identify messaging needs
2. Verify target audiences

98. Developing key messages
1. Identify messaging needs
2. Verify target audiences
3. Be strategic

99. Developing key messages
1. Identify messaging needs
2. Verify target audiences
3. Be strategic
4. Establish credibility

100. ?Set your key
messages

101. Inform | Involve | Inspire

102. The story
Be a person like me

103. Tell great stories

104. I had to know !
and understand my own
story before I could listen!
and help other people !
with theirs.
– Barack Obama

105. There’s always more to the story

106. Make it meaningful

107. Make it believable

108. Inspire change
No big deal.

109. Keep your audience
On the edge of their seats

110. Everyone is doing it
Sharing, that is

111. Contagious stories
Big ideas

112. Contagious stories
Selfless

113. Don’t fall into silos

114. ?What is your
story?

115. Make the ask

116. Ask for something
And be specific

117. Make it simple

118. Know where to go

119. Give them what they want
Make it personal

120. ?What is the
ask?

121. Keywords

122. Keywords
1. List topics

123. Keywords
2. Fill in buckets with potential
keywords

124. Keywords
3. Short-tail & Long-tail
keywords

125. Keywords
4. Research related terms

126. Keywords
5. Research what competitors
are doing

127. Keywords
6. Narrow your list

128. Time Management
Making it all fit

129. Time Management
Using the right tools
Social Media

130. Time Management
Using the right tools
The Rest

131. Technology
Tools&

132. It’s easy:
1. Share the right messages
2. With the right people
3. In the right format

133. What will
work for you?
Go where the fish are

134. “Tim, that’s not
an answer.”

135. Get creative

136. Get creative

137. ?What
platforms
will you use?

138. Just a few
more things…

139. Pay attention. Be flexible.

140. Pay attention. Be flexible.
Monitor

141. Pay attention. Be flexible.
Evaluate

142. Pay attention. Be flexible.
Assess

143. Pay attention. Be flexible.
Adapt

144. Thanks!
Tim Shaw (@shaw_tim)
tim@amplifi.ca
587.998.0395