These slides were used in the Lift Conference workshop in Geneva, Switzerland #ITSMYWORLD, where we discussed some of Mexico's and Latin America's top social media enabled grassroots movements, and some of the lessons learned from them.
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#ITSMYWORLD: Mobilizing Citizens through Social Media
1. Mobilizing
citizens through
social media
Success (and failure) stories that can save you lots of time
and pain.
#ITSMY W
ORLD
viernes 2 de marzo de 12
3. @OndoreBlue
#Ciudadania20
• NGO’s in Latin America have managed to
overcome serious obstacles by using ICTs in
their day to day doings
• Walking hand in hand with digital activists from
the region have helped us understand te power
of turning social capital into concrete actions
viernes 2 de marzo de 12
4. @OndoreBlue
“made up of social
obligations ('connections'),
which is convertible, in
certain conditions, into
economic capital and may be
institutionalized in the form
of a title of nobility”.
-Bordieu, 1986
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5. @OndoreBlue
“A resource that actors
derive from specific social
structures and then use to
pursue their interests; it is
created by changes in the
relationship among actors”
-Baker, 1990
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6. @OndoreBlue
“an individual's personal
network and elite
institutional affiliations”
-Belliveau, O’Reilly,
Wade, 1996
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7. @OndoreBlue
“the process by which social
actors create and mobilize
their network connections
within and between
organizations to gain access
to other social actors'
resources”
-Knoke, 1999
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8. @OndoreBlue
#Reality
C heck
viernes 2 de marzo de 12
9. @OndoreBlue
“The amount of personal
wealth you garner through
participation, engagement,
contributions, and paying it
forward as measured by
reputation and authority. In
a few words, the net value of
your personal brand”
-Brian Solís, 2010
viernes 2 de marzo de 12
10. @OndoreBlue
Social capital has to do with
the power within social
networks to unite like-minded
people and build brindges
between those with different
mindsets, using reciprocity
norms.
viernes 2 de marzo de 12
11. @OndoreBlue
Social capital
• Recognition
• Trust
• Reciprocity
• Popularity
• Relationships
• Authority
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12. @OndoreBlue
success depends not
only on the quality
of the information
and interaction we
deliver but also on it
being taken into
ACTION
viernes 2 de marzo de 12
14. @OndoreBlue
IFE
Medios
#Cui dem
o selVoto #LosQ ue
remosViv
os
IFE
Medios
SP
#CasoAB
C
#MtyFo ll
ow
SP
viernes 2 de marzo de 12
15. @OndoreBlue
"Politicians and decision makers didn’t
know if we were millions and josé
saramago’s prophecy would come true
(in one of his novels he portrayed an
entire town that decided not to vote),
or if we were just madmen. They didn’t
know how many people were with us.
That lack of knowledge in the
beginning was definitely an incentive
for their to accept our leadership and
listen".
-Alberto Serdán (#votonulo)
viernes 2 de marzo de 12
16. @OndoreBlue
"No real institutional change will come
from a RT, or by the fact of you having
40k followers and suddenly start
sending information. Change comes when
politicians open participation channels to
civil society, to formal activists that are
chasing legislators all day, lobbying
initiatives and trying to come up with the
human and monetary resources to
generate actions that lead to change".
-Genaro Lozano (ITAM)
viernes 2 de marzo de 12
17. @OndoreBlue
#ACTA has generated so many
followers that politicians use it to
self-promote. On march 15, 2011 right
wing senator and presidential hopeful
Santiago Creel, positioned himself
against the agreement and won
approval by the twitterati.
viernes 2 de marzo de 12
18. #Interne @OndoreBlue
RT
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oe :)
ic
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ex
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# RT
#ACTA
:)
#VotoNul
o
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ro allStreet
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So :)
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el sa
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er xi
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soABC
# #SOPA
RT
:)
viernes 2 de marzo de 12
29. @OndoreBlue
The power of
ONE
• Galvanizing experiences
• Take activism out of screens and into the streets
• 1 + 1= 1
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30. @OndoreBlue
1. Define your
movement
• Where do you want to go?
• What do you want to accomplish?
• Who do you want to catch?
• Why are you doing it?
viernes 2 de marzo de 12
31. @OndoreBlue
2. Create your
network
• It doesn’t matter where they
are
• Define meeting points
• Choose your tools wisely
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32. @OndoreBlue
3. Create a
community
• Content: Stories that
educate, inspire, inform and
• Collaboration: Establish
cocreation mechanisms so
connect. people can share and edit
group efforts.
• Context: How do people
want to interact and what
tools they prefer.
• Conectivity: What is in it for
those who are connected?
• Continuity: Constant effort
throughout time for health
and productivity.
viernes 2 de marzo de 12
36. @OndoreBlue
dimension amounts
to the quantity and
quality of yielded
social capital and
its ability to
transform and
generate action.
viernes 2 de marzo de 12
37. @OndoreBlue
#FollowMe
• Collective actions generate social capital
• The more social capital within a community, the more trust
and shared purpose it has, resulting in a stronger ties (a
more powerful network)
• Individuals within the network tend to get involved in other
civic actions, generating more positive citizenship
dinamics and facilitating the creation of political interactions
• A strong network of active citizens that trust your
leadership and participate in a positive way= Political
capital
viernes 2 de marzo de 12
38. @OndoreBlue
Motive and
Alignment of the
crowd is KEY.
viernes 2 de marzo de 12
39. @OndoreBlue
cc: Ankit
Sharma
viernes 2 de marzo de 12
41. @OndoreBlue
Most of the KPI
measures available
for crowdsourcing,
are related to
expressing the size of
a crowd based
phenomena. But what
about conversations?
viernes 2 de marzo de 12
42. @OndoreBlue
Although size is definitely a
key aspect when using ICTs
as a tool for social change,
the diversity of the users,
the content created and the
final use of that content is
fundamental to determine
the health of your “swarm”.
viernes 2 de marzo de 12
43. @OndoreBlue
Accomplishing
goal vs. growth
• Leaders
• Ambassadors
• Mavens
• Pundits
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44. @OndoreBlue
Key issues
• Popularity is both a result and a generator of
Diversity. Too much diversity could make a
movement lose its synergy.
• Determining openess (its it niche or massive?)
can give you a better outlook on real size.
• Rythm and redundancy are crucial factors
when determining your social media
communication plan. Key messages are very
important.
viernes 2 de marzo de 12
45. @OndoreBlue
#ItsMyWorld
• The only real borderline is language and it can
be solved.
• There is no such thing as private and public
spheres. They have merged.
• Lobbying is now at your fingertips.
viernes 2 de marzo de 12
46. @OndoreBlue
Talk to me
@EvaSander
esander@ondore.com
viernes 2 de marzo de 12