What does direct action look like online
Session #1: Online Campaigning
· What is success? Tactical and outcome. Need to define!
· What bombed?
· Integrating online and offline
· Effective targeting
· Motivating people to get involved
· Online campaigning
· The “mushy middle”
· The ladder of engagement
· Find your “super activists”
· Online to offline conversion tactics – need a super activist
· You NEED more staff to do effective grassroots; every day people need a lot of hand holding; RAN has lessened grassroots bc of this.
· Use to bring people in, raise awareness and interest.
· Lack of connection between bringing online and offline.
· Need to take the time to connect with people on their interest level.
· The tool is NOT the answer, just a platform.
II. Theory of Change (not just online, offline campaigning as well)
· Where is the leverage point?
· How can you use the aggregated voice to hit the pressure points?
· Use online campaigning to supplement the theory of change. It can be part of a longer term plan.
· The officials
· Trading partners
· Sponsors (think Red Bull in Bahrain)
· Market leverage
· Supply chain analysis
· Petitions to be “shared” via media
· Online is good to expose and blow up an issue. Can raise the profile of the issue.
· Partnering with Change.org
· Social Media Day of Action
· Target social media accounts
· Need to find a weak leverage point and exploit
· Photo petition
· New Organizing Institute
· Aspiration: e-capacity building program
· E-advocacy (group)