#ITSMYWORLD: Mobilizing Citizens through Social Media

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

$ $
$
@OndoreBlue
$ $

$
$ $ $ $

$ $
$

$
$ $ $
$
$ $
$
$ $ $
$
$ $
$ $
$

$
$

$ $ $ $

@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


@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


@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


@OndoreBlue

“an individual's personal
network and elite
institutional affiliations”
-Belliveau, O’Reilly,
Wade, 1996


@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


@OndoreBlue

#Reality
C heck


@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


@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.


@OndoreBlue

Social capital
• Recognition

• Trust

• Reciprocity

• Popularity

• Relationships

• Authority


@OndoreBlue

success depends not
only on the quality
of the information
and interaction we
deliver but also on it
being taken into
ACTION


@OndoreBlue


@OndoreBlue

IFE
Medios

#Cui dem
o selVoto #LosQ ue
remosViv
os
IFE
Medios

SP

#CasoAB
C
#MtyFo ll
ow
SP


@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)


@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)


@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.


#Interne @OndoreBlue

RT
tNece
sario ay
oG
ni
RT

#Anonymous o AML
#
im OVE
X tr
:)

xM a
m
T # #Super vía
TW
# az
nP
oe :)
ic
RT

ex
RT

M
# RT
#ACTA
:)

#VotoNul
o
le #OccupyW
ro allStreet
yP ón
So :)
ci
# ec #LeyDoring
el sa

:)
e zo
#
R
la Ro
o co

RT
er xi
c Me

RT
#
CaCa
# :)
soABC
# #SOPA
RT
:)


@OndoreBlue

History in the making


ELECTORAL @OndoreBlue

MONITORING


@OndoreBlue

Disaster relief


@OndoreBlue

Human rights


@OndoreBlue

Offline Promotion


@OndoreBlue

#MexicoRosa


@OndoreBlue

Before Twitter
and Facebook


@OndoreBlue

#FAIL


@OndoreBlue

The power of
ONE

• Galvanizing experiences
• Take activism out of screens and into the streets

• 1 + 1= 1


@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?


@OndoreBlue

2. Create your
network

• It doesn’t matter where they
are

• Define meeting points

• Choose your tools wisely


@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.

@OndoreBlue

Crowd-based
phenomena
depends on
dimension


@OndoreBlue

dimension amounts
to the quantity and
quality of yielded
social capital and
its ability to
transform and
generate action.

@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


@OndoreBlue

Motive and
Alignment of the
crowd is KEY.


@OndoreBlue

cc: Ankit
Sharma


@OndoreBlue

Most of the KPI
measures available
for crowdsourcing,
are related to
expressing the size of
a crowd based
phenomena. But what
about conversations?


@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”.


@OndoreBlue

Accomplishing
goal vs. growth

• Leaders
• Ambassadors
• Mavens
• Pundits


@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.

@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.


@OndoreBlue

Talk to me
@EvaSander
esander@ondore.com


#ITSMYWORLD: Mobilizing Citizens through Social Media

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (10)

Recently uploaded

Recently uploaded (20)

#ITSMYWORLD: Mobilizing Citizens through Social Media