4. The Awful Truth
● Mexican cartels are responsible for 90% of
the illicit drugs consumed in the US
● The american drug consumer is the major
force driving such activities
● 60,000 deaths over a six-year
war on drugs in Mexico
● Drug consumption in the US is still among
the highest in the world
5. Social Activism
Enter Love Thy Neighbor Mexico
A non-political organization educating
teenagers about the consequences of illicit
demand of drugs coming from Mexico.
7. Strategies
● Social Media as the major driving force,
especially Facebook
● Education curriculum
● Private and Institutional funding, not public
● Reliance on interns
● No political stance, not against drugs, not
pro-immigration
8. Achievements
● An active and engaged Facebook audience,
reaching +20k fans
● Established credibility in several schools,
reaching over 1,000 students
● Video production strategy, focusing on
appealing content for the target audience
10. Current Challenges
● A lack of funding forced the organization to
shift their strategy
● Results achieved so far have not been as
expected
● Audience engagement has not produced
expected virality, in particular with the video
11. Broader Questions
● Will an active and engaged community,
aware of the social consequences of illicit
drug demand, make any difference?
● Will drug users, currently buying from the
black market, care about using "conflict-free"
drugs?
● Will conflict-drug awareness help solve the
big challenge? Will the demand decrease?
14. Dear Mexico...
Goal: Create a positive association with
Mexican People
Objectives: Engagement, Collaboration,
Exposure
Method: Using an online collaboration platform,
users will be asked to write/draw/film one
reason to love & hate Mexico
Proposed name: "Dear Mexico, I love/hate
your..."
15. Core Mechanic
● Show Staff Picks or suggestions at the
beginning
● Allow collaboration and shareability across
social channels (Facebook, Twitter,
Stumbleupon, Pinterest, Google+, Tumblr,
Linkedin, email newsletter)
● Once the piece is submitted, you can see
the results
● Keep track of submissions
16. Risks and Threats
● In-house development is very expensive
● Hate comments
● Too many submissions
● Out of context or nonsense posts
● Misunderstanding of goal
● Nuanced message
17. Proposed solutions
● Staff/Social curation of content
● Use your social network ID
● Keep content funny, yet thoughtful
● Interesting design
● Motivational or inspirational?
● Avoid Online Survey feel
● Require useful input
20. Content Marketing strategy
Goal: Show the knowledgeable and caring side
of LTNM, thus creating empathy
Objectives: Empathy, Engagement,
Collaboration
Method: Write about the aspects surrounding
the organization as well as the social issues
Mechanic: Topic ideas can be extended
indefinitely if the editorial line is slightly blurred.
In other words, an interested, approachable,
friendly voice is good for engagement
21. Here are some topics
● Are drugs evil? Drugs and me, my family,
etc.
● How can education in the US improve?
● Successful Mexicans in the US and
viceversa
● What is LTNM working on right now?
● Ways for better activism
● Ask for art submissions
● Interview the relatives of a deceased
● Exchange ideas about building a
collaborative project
22. Risks and Threats
● Blogging can be tired
● Needs fresh ideas and (almost) daily posting
● Content strategy is more long-term,
generating engagement over time
● Website may need a revamp in SEO,
especially in the calls to action
24. Mix Alternatives and Kickstart!
Goal: Take the organization to the next level of
awareness
Objectives: Awareness, Engagement,
Collaboration, Additional Funding
Method: An integrated crowdsourcing strategy,
making use of the previous ideas
Core Mechanic: Crowdfunding strategy to start
sales of a product: Bracelets, Tee's,
Sunglasses, Jewelry, Postcards,Candles, etc.
25. Risks and Threats
● Development of a product can take months
● New costs may arise
● Intellectual property and copyright issues
● Needs to improve visibility and PR
● Execution may be harder, as it has to rely on
the available workforce
26. Proposed solutions
● Joint-venture with one partner
(Westwardleaning?)
● Venture with several partners, currently
selling products (fab.com)
● There are integral online stores (shopify.
com)
● Crowdsourcing activities takes away some of
the burden, gets the word out (kickstarter.
com)
● Proposed solution can take advantage of
online advocacy tools: nationbuilder.com,
29. Turning Volunteers into Advocates
Goal: Produce local content that grows local
audiences
Objectives: Engagement, Collaboration,
Exposure, Funding
Method: Grassroots-style campaigning, Social
leaders will help push localized content, thus
creating awareness and advocacy
Proposed Name: Good Neighbors
30. Core Mechanic
● Start a volunteer sheet form, looking for
online activists
● Users become leaders in their respective
communities, they are responsible for the
content, but must follow guidelines
● Use a platform such as NationBuilder.com or
SalsaLabs.org
● Two stages in execution: 1) Build an activists
fan base, empowering a few; 2) Apply for a
2nd round of funding, with a stronger fan
support
31. Risks and Threats
● Activism can take many shapes, and thus
the message becomes disorganized
● Chaos and disorder
● Misunderstanding of goals
● Managing complexity
32. Proposed solutions
● Become the party host
● Low-cost from online collaboration tools
allow for managing
● Use advocates social network ID
● Gamification, turning specific actions into
badges
● Activism can be easily tracked using online
tools
● There is an audience, it just needs
organization
33. The Answer to the Big Question is...
The call-to-action should aim for:
● The website should be their home
● LTNM is only the host
● Give them resources
● Ask them to join!
● Ask them to act!!
● Ask them to ask others!!!
50 (very) useful low-cost resources here:
http://www.crowdsourcing.org/document/50-fun-useful-and-totally-random-
resources-for-nonprofits/10939
