This document discusses using social networks and online engagement to build movements and power for advocacy organizations. It asks questions about whether organizations are building lists or movements through their social media activities. It advocates connecting online engagement to offline actions and opportunities. It also discusses the need for engagement models that plug people into leadership opportunities and pathways to increase their involvement over time through both online and offline tactics.

1. These Boots are Made for Organizing, not just Facebooking #11NTCboots Ted Fickes Shayna Englin Apollo Gonzales

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3. 5 QUESTIONSto organize usonline organizers And maybe even some of you that aren’t organizers.

4. To change policy by mobilizing lots of individuals’ political power… right? 1. What are we doing all of thisfacebooking / tweeting /foursquaring / emailingfor?

5. So What’s the Problem? NOISE SIGNAL

6. NOISE to advocacy targets

7. NOISE to would-be advocates

8. Are we building lists or power? 2. Are we building lists or movements?

9. Yes… we mean meatspace. 3. What if we thought about social networks and not just social media?

11. We’d need to plug into engagement models… and have engagement opportunities. 4. What if we were leaders in the nonprofit tech space/in our organizations to connect tech to meatspace?

12. Intensity of Engagement Number of People

13. Building Program : Inside Job Why do it? People inside the organization need good reasons for it to work. Hopes: we will engage the public Rationalizations: it is where the people are Strategy: we will learn something GOOD: Evidence 5% Facebook connections will take an additional action needed for the campaign and this will move them up the engagement ladder. BAD: Lots of people are there and we want more of them.

14. We’d need to plug into engagement models… and have engagement opportunities. 5. What kinds of things should we be doing? What should we be advocating for?

15. Engagement Models : Needs/similarities Organizing leadership – what are the opportunities for leadership Engagement pathways – where do people plug in and move up Networks/Nodes – distribute leadership Common Narrative

16. Building Program : Inside Job The people Grounded in campaign planning and implementation. Ability to distribute social media and campaign skills and support. Data and number crunching. Support from leaders and front-line program staff to help interact and respond in timely and accurate way.

17. Building Program : Engagement model You need one – what is it for your organization and needs Identify how people fit into the model and work towards it in three or six month increments. If captains in field – identify how many, who they might be, what they need to do. Someone inside that is ultimately responsible for helping and resourcing leaders.

18. Building Program : Tools/Tactics Offline events/meetups that build engagement over time. What to track and report on weekly? Identify three things and report on that to team or all staff. Data collection and analysis. Be ruthless in measuring and learning.

19. Engagement Models : Options/Alternatives

20. Lay social networks over (or under) engagement models Engage and connect Drive interest and participation Respond and interact – Make it personal Ask questions Most interested and engaged will rise up Surveys and list building to gather information and participation Offline events

21. Lay social networks over (or under) engagement models Data and metrics Be deliberate – tie together network profiles, email and other data. Identify other activities and interests of user. Frequent commenters, likers, retweeters. Track, reward and promote. Every action should have a metric. What is the qualitative result you seek to make happen.