Digital Activism Strategy: The Case of OccupyWishList.org
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DIGITAL ACTIVISM STRATEGY THE CASE OF OCCUPYWISHLIST.ORG Mary Joyce | Columbia University | October 2011 Note: presentation based on public information, I have not spoken directly with MoveOn or #OWS
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Presents a Goal > Assets > Actions framework for digital activism strategy while using the Occupy Wish List website as an example.
Transcript of Digital Activism Strategy: The Case of OccupyWishList.org
DIGITAL ACTIVISM STRATEGYTHE CASE OF OCCUPYWISHLIST.ORG
Mary Joyce | Columbia University | October 2011
Note: presentation based on public information, I have not spoken directly with MoveOn or #OWS
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
•an older organization •did not start #OWS but shares goals•hopes to support #OWS and benefit itself
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
1. support #OWS 2. benefit MoveOn
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
1. support #OWS 2. benefit MoveOn
Assets
What assets can the organization work
with to help it achieve its goal?
3 STRATEGIC DECISIONS
ResourcesAllies
Review Human and Material Assets
InternalExternal
3 STRATEGIC DECISIONS
ResourcesAllies
MoveOn supporters
#OWS supporters#OWS occupiers
codersdevelopers
social media presence
Review Human and Material Assets
InternalExternal
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
1. support #OWS 2. benefit MoveOn
Assets
1. sympathizers (donors)2. occupiers (recipients)3. coders
What assets can the organization work
with to help it achieve its goal?
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
1. support #OWS 2. benefit MoveOn
Assets
1. sympathizers (donors)2. occupiers (recipients)3. coders
Action
SpecificMeasurableAchievableRealisticTimely
How can the organization best use its assets to achieve its goal?
What assets can the organization
work with to help it achieve its goal?
3 STRATEGIC DECISIONS
Org’sMediaAccess
AllyMedia
Attention
Time/ Resources
Best Media Action
3 STRATEGIC DECISIONS
AccessAttention
Resources
coders and developers
sites, Twitter, FB
3 STRATEGIC DECISIONS
coders and developers
Action: Build custom site to crowdsource supplies for #OWS and collect email addresses, promote on Twitter
sites, Twitter, FB
Resources
Attention Access
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
1. support #OWS 2. benefit MoveOn
Assets
1. sympathizers (donors)2.occupiers (recipients)3. coders
Action
Occupy Wish List website
What assets can the organization work
with to help it achieve its goal?
How can the organization use
its assets to achieve its goal?
3 STRATEGIC DECISIONS
What the organization
wants to achieve
Goal
1. support #OWS 2. benefit MoveOn
Assets
1. sympathizers (donors)2.occupiers (recipients)3. coders
Action
Occupy Wish List website
Implement
What assets can the organization work
with to help it achieve its goal?
How can the organization use
its assets to achieve its goal?
IMPLEMENTATIONBUILDING THE SITE
IMPLEMENTATIONBUILDING THE SITE
IMPLEMENTATIONCONTACTING ALLIES
THE BACKLASHKNOW YOUR ALLIES
THE BACKLASHKNOW YOUR ALLIES
HTTP://WWW.RITHOLTZ.COM/BLOG/2011/10/MOVE-ON-TRIES-TO-CO-OPT-THE-PROTESTS/
EVALUATIONIS OCCUPY WISH LIST A SUCCESS?
only 5 new items, 2 new donors, and 2 new occupy sites added all day (Oct. 26)
STRATEGIC LESSONS
Goal ActionAssets
1. MoveOn had a clear strategic process (matching goal to digital action).
2. Their implementation (site construction and promotion) was strong.
3. They just didn’t understand their allies well enough. They forgot the fierce independence of #OWS.
4.This misjudgment was a critical blow to their digital activism tactic.
