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World Wide WUSCConnecting and Conversing
in an ICT-Driven WorldNovember 14, 2009
Education Changes the World
Note Addition:Notes like this have been added since the original presentation at the 2009 WUSC AGA. They are all in red and explain some of the slides in more detail.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
www.youtube.com/wusceumc
www.twitter.com/worlduniservice
www.facebook.com/wusc.ca
www.slideshare.net/WUSC
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• Why Social Media?
• Fewer website visitors= fewer new subscribers= fewer new activists & members
• How do we engage new people?
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
Note Addition:These two graphics show the idea of a “Ladder of Engagement”. In other words, the way you can move someone from being just and “interested bystander” to someone who is a regular donor or champion of your cause. The more engaged the closer they are to the top of the ladder or the center of the curling circle.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
Why Social Media?
- Changing internet habits
Ladder of Engagement
- Easy first steps- Show the ladder & Invite to step higher- Offer multiple ways to climb- Active contact, support & encouragement
Note Addition:An example of an easy first step to engage is getting someone to change their Facebook status or profile picture. You can then move from there to get people to take more concrete action.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• Put the ‘Social’ in ‘Social Media’
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• Put the ‘Social’ in ‘Social Media’: adopt a conversational tone.
• You are not an “organization”:
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• Put the ‘Social’ in ‘Social Media’: adopt a conversational tone.
• You are not an “organization”: you are a group of people doing things that inspire you, and reaching out to others to make a difference in the world.
• Tell people a true story:
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• Put the ‘Social’ in ‘Social Media’: adopt a conversational tone.
• You are not an “organization”: you are a group of people doing things that inspire you, and reaching out to others to make a difference in the world.
• Tell people a true story: about how the action you are asking them to take will bring about a change they want to see.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• I AM SORRY.
1. June 2008: PM Harper apologizes to First Nations for residential schools.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• I AM SORRY.
1. June 2008: PM Harper apologizes to First Nations for residential schools.
2. Simple ask: change Facebook status to “I am sorry.”
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• I AM SORRY.
1. June 2008: PM Harper apologizes to First Nations for residential schools.
2. Simple ask: change Facebook status to “I am sorry.”
3. But also opportunity to do more, because people realize more needs to be done! Contact the PM around pending legislation to narrow the gap in living standards between First Nations and the rest of Canada.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• THE HIGHEST IMPACT INITIATIVES INTEGRATE BOTH ONLINE AND OFFLINE STRATEGIES
Savvy campaigns recognize the value of marrying both online and offline strategies.
Technology and new media allow us to tap into the ‘new’ grassroots (community development 2.0) while traditional offline tactics mobilize supporters on the ground.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• THREE KEYS TO INTEGRATING ON- AND OFFLINE STRATEGIES
1) Let the master plan drive decision-making about tactics, and not vice versa.
2) Ensure each strategy consistently references the other.
3) Generate waves of momentum.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• WHY WAS THE OBAMA CAMPAIGN SO EFFECTIVE?
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• WHY WAS THE OBAMA CAMPAIGN SO EFFECTIVE?
BECAUSE IT EMPLOYED THESE THREE KEYS.
Every last detail of every sub-strategy – from facebook updates to infamous kitchen table meetings – was designed to serve the ultimate goal: elect Obama.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• WHY WAS THE OBAMA CAMPAIGN SO EFFECTIVE?
BECAUSE IT EMPLOYED THESE THREE KEYS.
Internet, email, social networking not used as ends in themselves, but as an effective means.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• WHY WAS THE OBAMA CAMPAIGN SO EFFECTIVE?
BECAUSE IT EMPLOYED THESE THREE KEYS.
Consistent branding and messaging across all levels of the campaign made Obama foot soldiers feel a part of the internet campaign and online activists feel a vital part of live events.
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• WHY WAS THE OBAMA CAMPAIGN SO EFFECTIVE? BECAUSE IT EMPLOYED THESE THREE KEYS.
Used tech and new media to make issues personal and relevant to people and giving them ownership of the campaign – then used offline opportunities to develop and strengthen those relationships.
Each success on each level was conveyed to and celebrated at all levels: when an online fundraising target was smashed, door canvassers sold the victory; when a primary or poll put Obama on top, internet campaigners ran with it.
Note Addition:You can imagine many of the WUSC Local Committee campaigns using this same offline – online engagement strategy. We are already very good at doing offline events. Now it is time to harness some tools online at the same time!
Education Changes the World
World Wide WUSCConnecting and Conversing in an ICT-Driven World
• Mark Leclair (WUSC): mleclair@wusc.ca
• Eric Squair eric@squair.ca
• Pam Kapoor wordsmith@pamkapoor.ca
• George Irish irishg@shakethepillars.com
If you have any questions regarding this presentation please contact Mark Leclair (ICT for Development Officer at WUSC in Ottawa). You are free to link to this presentation and send it to your friends, family and co-workers but please keep the contact info of the presenters on the presentation (below).
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