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#1udigital Training: Online To Offline
#1udigital Training: Online To Offline
WHATS #1U?
#1u is the hashtag for anything union related on Twitter.
Presenter:
Jess Livoti-Morales
Senior Digital Strategist AFL-CIO
OBJECTIVE
Introduce the concept of integrated organizing and the three pillars Detail an ideal integrated campaign Demonstrate how to make decisions on an integrated campaign
AGENDA
Integrated organizing Three pillars How to run an integrated campaign Choose your own campaign adventure
Integrated Organizing
There is no such thing as offline organizing.
Political/Campaigns
Media/ Comms
Or perhaps
Political/ Campaigns
Members/ Organizing
Media/ Comms
Or this
Media/ Comms
Political/ Campaigns
Media/ Comms
Members/ Organizing
Digital Strategy
Three Pillars
STORY COMMUNITY ACTION
Stages of Leadership
Action
Hope
Anger
Create action
Train and grow leaders
Meaningful action WIN
An Integrated Campaign
*Digital will do this for the digital piece **And this ***Also this ****Yep, this too!
Calls made Doors knocked Cards collected Volunteers recruited Shift signups House parties Voter Contacts
Calls made RSVPs/hosts Names acquired Unique visits (website) Action rate (email) Social media engagement
Integrated Organizers:
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
Our campaign:
Make Oreo the nations official snack food
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.
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
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
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
QUESTIONS?