Welcome!

@JessLivMo
#1udigital!
Getting Buy-In:
@JessLivMo
How Your Organization
Joins the Digital Conversation
Presenter:
JessLivMo!
Senior Digital Strategist,
Digital Strategies
AFL-CIO
Understand what digital organizing is,
the basics of how it works, and how to
being to integrate it into your work.
OBJECTIVE
What is digital?
Why should I care about it?
How do I integrate it into my work?

How can I measure my impact?

AGENDA
What is Digital?
Digital
Media are the tools we use to communicate.
Digital is anything to do with computers.
Ergo, digital media is communicating with
computers.
But you need interaction and community
formation.
Digital Tools
Why Should I Care?
Why Invest in Digital?
What about you?
Source: Facebook
12M
158M
People want to connect
Source: Pew Internet: Civic Engagment in the Digital Age
Building to scale
=
Building to scale
~2M Impressions
(Nov 3-6, 2012)
131, 345 found gas
94, 416 mold info
36, 096 on
unemployment
28, 352 GOTV reminder
321, 432 views through
cross posts from other
blogs
Building to scale
500,000 views of graphic
6,000 shares on FB
4000 faxes to state reps
600 calls to Congress
150 new SMS #s
1400 new emails
Your turn!
&
Your turn!
A.Say nothing
B.Write a press release and push it around
C.Post a tweet on your Twitter account/ post on
your Facebook page
D.Respond to as many as posts as possible with
the facts
BEFORE you act, ask yourself:
What is the key message you need to convey
about your job?
Who is the right audience for this message?
Based on what you know about your
audience, what is the right platform to get
your message out?
How are you asking your audience to fight
back?
We tell our story
By sending out a press release that lands in a pile of press releases
We tell our story
Online storytelling
Grassroots
Narrative
driven
In the
moment
Worker-led
Shareable
Organizing, not messaging
Not a replacement
replacement for
any traditional
organizing it
supplements and
amplifies all the
already doing on
the ground.
Worksite flyers
Meeting turnout
Attend rallies
Recruit
volunteers
Plug digital into your work
Add an SMS
shortcode
Invite people on
Facebook
Livetweet a rally
Add them to an
email list (and
actually email
them!)
Things you already do +Digital
Time is needed
This work
takes long
term
investment. It
in an hour.
How to talk about Digital
Take me to your leader
Take me to your leader
Okay, but does it work?
Measure your impact
How many actions are being taken?
How much growth are you
experiencing?
How much time are people spending
on your site?
Did your target respond?
How many people are starting
conversations with you?
How much money did you raise?
No vanity metrics
QUESTIONS?
Find me on Twitter: @jesslivmo