Scott Shumaker Leaflets Text Messages
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This document discusses the evolution of communication strategies from 2003 to 2008. It outlines how assumptions that members don't use the internet or technology needed to be modified. From 2003 to 2006 the focus was on developing an online audience outside of traditional members and engaging in tailored online actions. From 2006 to 2008, emphasis was placed on embracing new technologies like blogs, Facebook, Twitter, and text messaging as well as learning from models like the Obama campaign. The result was over half a million email opt-ins, an activist base focused on issues, and a department devoted to new media cooperation with campaigns.
Scott Shumaker Leaflets Text Messages
- 3. Components of Conversation Immediate discussion in real-time Requires skill in interpretation (body language) Opportunity Oppo t nit to pi ot the pivot topic
- 4. The Benefits of One-on-One Captive audience! Emotional investment Time to mobilise
- 5. Modifying assumptions Our members dont spend time on the internet! don t Very few members have computers! No one will give us their email addresses! Who has time to do online actions? How can we communicate effectively without being there?
- 6. 2003 2006 Developing an active audience outside traditional union members and allies Tailor-made online actions Aggressive database (re)construction Cleanup, cleanup, cleanup p, p, p Training for locals and member activists
- 7. 2006 2008 BLOGOSPHERE FACEBOOK TWITTER TEXT MESSAGING OBAMA CAMPAIGN
- 8. Get with the times Advanced training for communicators Open up global possibilities E Engage brand-new allies b d lli Adapt effective models
- 9. Old thinking Sheer size Fast moving campaigns I t Interrupted di l t d dialogue Falling out of favour Institutional organisation
- 10. 遜 million email addresses that affirmatively opt in (not bought) Gathering cadre of activists on healthcare, immigration healthcare immigration, Employee Free Choice Act, social justice issues Utilisation of new media post-Free Choice post Free Entire department devoted to new media Cooperation with campaigns (organisers, communicators)