#1uDigital Training: Online to Offline
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Transcript of #1uDigital Training: Online to Offline
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WELCOME!
Well get started in a few minutes.In the meantime,
dont forget to tweet using #1uDigital!
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Online to Offline Organizing
**Thats the worst possible name for this presentation.
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#1u is the hashtag for anything union related on
Twitter.
WHATS #1U?
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Presenter:
Jess Livoti-Morales
Senior Digital Strategist
AFL-CIO
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Introduce the concept of integrated organizing and the
three pillars
Detail an ideal integrated campaign
Demonstrate how to make decisions on an integrated
campaign
OBJECTIVE
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Integrated organizing
Three pillars
How to run an integrated campaign
Choose your own campaign adventure
AGENDA
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Integrated Organizing
There is no such thing as online organizing.
There is only organizing.
There is no such thing as offline organizing.
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Youre like this
Political/CampaignsMedia/
Comms
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Or perhaps
Political/
Campaigns Media/
Comms
Members/
Organizing
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Or this
Media/
Comms
Political/
Campaigns
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Or maybe even this
Political/
Campaigns
Media/
Comms
Digital
Strategy
Members/
Organizing
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You need to be like this:
Political/Campaigns
Media/
Comms
Digital
Strategy
Members/
Organizing
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Maybe you feel like this:
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Three Pillars
STORY COMMUNITY ACTION
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Stages of Leadership
Anger
Hope
Action
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Tell your story
Generate emotion through narrative
Lift up solutions to the problem
Create the story of us
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Build your community
Create shared experience
Motivate with intention
Have fun!
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Create action
Train and grow leaders
Meaningful action
WIN
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An Integrated Campaign
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Field/campaigns/political/organizing team
defines campaign goals* sets field plan**
defines scope of campaign budget*** determines who will execute campaign****
*Digital will do this for the digital piece**And this***Also this****Yep, this too!
Step 1: Set your goals
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Scalable national/state day(s) of action?
High-bar national/state day(s) of action?
Ongoing actions
Step 2: Define your actions
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Digital works WITH your field plan, NOT separately
Digital cannot be a substitute for actual on-the-ground
engagement
Digital and Comms collaborate
Step 3: Plug in digital
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Calls made
Doors knocked
Cards collected
Volunteers recruited
Shift signups
House parties
Voter Contacts
Step 4: Track progress
Calls made
RSVPs/hosts
Names acquired
Unique visits (website)
Action rate (email)
Social media engagement
Field Metrics Digital Metrics
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What you usually do, now with more digital:
Digital data collection (optional)
SMS Signup
Ask people to follow you on Twitter and like you on Facebook Get peoples email
Take pictures and video
Livetweet an event
Have speakers/leaders made call ask
Step 5: Integrate actions
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Report back to your supporters, both online and on the ground
Online: blog, social, email, video
On-the-ground: updates at meetings, pictures, phone calls, thank you
cards
Report back to the media, through blogs and press
Step 6: Report back
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Make it online and on the ground
Make them complimentary (or the same!)
This is not a crop you can let lie fallow.
Step 7: Make another ask
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You [may] have to change.
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Think strategically
Have an equal seat at the table
Make decisions within their purview
Share information
Collaborate with others
Engage in rapid response Evaluate, evaluate, evaluate
Integrated Organizers:
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Learn to speak the language of the people you are working
with:
Its not the Twitters.
It is pronounced meem.
Its not a website, its a microsite or page.
You cant just do anything on the internetor in the field.
A note about terminology:
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Photo Credit: Workers Defense Project
Choose your own adventure!
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Make Oreo the nations official snack food
Our campaign:
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A: Pass legislation to get
Congress to name Oreo the
official cookie?
Lets define our goals:
B: Get President Obama to
pass an executive order
recognizing it as the official
cookie?
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Lets decide our actions:
1: Hold X house parties to consume X cookies in all 50
states
2: Deliver X number of cookies to X key Congressional
targets
3: Generate X calls to X key Congressional targets
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Plug in digital:
1: Email supporters a weekly newsletter about our campaign
2: Share pro-Oreo articles on social media
3: Make a microsite about why Oreo is an awesome cookie.
4: Place pro-Oreo online ads on political news sites.
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Those are all bad.
None of those are integrated into the field campaign strategy.
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Those are just mediocre:
None of them get at our goal:
Deliver X number of cookies to X key Congressional targets
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Plug in digital, for real:
1: Ask supporters to buy Oreo cookies well deliver to
Congress by signing their name on petition
2: Ask supporters to sign up for pro-Oreo lobby day
webinars
3: Ask supporters to turn out for pro-Oreo rally outside
Congressional offices
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Integrate actions
Do everything you would normally do, but add: Digital data collection (optional)
SMS Signup
Ask people to follow you on Twitter and like you on Facebook
Get peoples email
Take pictures and video
Livetweet an event
Collect stories digitally
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Report back:
1: Send a newsletter to labor leaders about the success of our
actions
2: Send out a press release to local media about the success
of our actions
3: Use blogs and social media to tell the story of our actions
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Whats next?
1: Ask them to work on a campaign to get Lays to be the
official chip
2: Ask them to recruit a friend to buy cookies on your
petition
3: Ask them to share the campaign with their friends on
Facebook
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QUESTIONS?