Slides for a two day training on new media for advocacy with CSOs in Tirana, Albania - May 2010.

1. MCCA – Leveraging New Media for Advocacy Results May 5-6, 2010 Teresa Crawford

2. Who am I? Director of the Sustainable Leadership Initiative – Partners for Democratic Change 30 countries, countless issues The Advocacy Project and IPKO Board member Mother, wife, sister, daughter, friend Corinne Henry NGO world since 1998 Strategic Technology Consultant since 2003

3. Why Are We Here? Intro to Web 2.0 tools for collaboration and mobilization Technology/NGO landscape in Albania Outreach and constituent mobilization Developing a new media strategy

4. Burning Questions In what way and to what extent can social media influence public opinion? What are the most efficient and effective means of communication in advocacy projects? How to engage new supporters and outreach to new partners using modern means of communication? Are there examples of good practice in CSOs use of technology for advocacy?

5. What is Social Media?

6. Social media is ... a way of using the Internet to instantly collaborate, share information, and have a conversation about ideas or causes we care about. (Beth Kanter)

7. What are we talking about… Web 2.0 is the business revolution…caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects that get better the more people who use them - "harnessing collective intelligence." (Tim O'Reilly)

8. http://www.flickr.com/photos/9119028@N05/591163479/

9. Web 2.0 Features peer participation amplification freedom to manipulate and "remix" content combine online applications (mashups) free categorisation (tagging) conversation rich online applications

10. Web 1.0 – You Find Information http://www.flickr.com/photos/lumaxart/2136948367/in/set-72157603549757387/

11. Web 2.0 – Information Finds You http://www.flickr.com/photos/lumaxart/2137729430/in/set-72157603549757387/ http://www.flickr.com/photos/somewhatfrank/217318020/

12. What is all the fuss about? Reduces barriers to participation Replaces management with coordination Network rather than hierarchy Information is independent of context Conversations rather than broadcasting content User-driven

13. Where does advocacy fit in? Effective advocacy relies on effective networks. More and more ways to tell your story to more and more people Strength in numbers Strength in diversity Shared workload and resources Cohesion and solidarity Trust and reciprocity An open attitude Shared values

14. Why do we use social media? Listening Engaging Social Content Creation Generating Buzz Building Community & Social Networking

15. Tools for Collaboration, Outreach and Mobilization

16. Listening RSS Twitter Radian Know what is being said online about your issue, organization, programs. What key words will you use?

19. Engagement Blog commenting SMS/microblogging service Guest blogging You can engage by answering questions, offering help and commenting. What can you contribute to a conversation?

22. Social Content Creation Wikis Googledocs Flickr Youtube Content is any material that can help drive a conversation – video, audio, images, data. What content do you already have that you can share?

29. Generating Buzz Facebook causes Digg Where are your supporters already interacting? Why will people want to talk about your or your message

32. Community Building & Social Networking Facebook groups Ning Linkedin Create a place where people can interact with you and each other. Where are they already interacting?

36. Facebooke-mailKushbën çfarë?BloggingSMS

37. Facebook Figurapublikeaktive ne FB AndisHarasani Erion Brace ErionVeliaj GertiBogdani AltinHazizaj

41. Krijimi I Ilidhjevetereja

42. Terheqvemendjen e njekontigjentiteri

43. Inkurajon per tevepruarCilieshtetargeti I tyre - Anetaret e listes se tyre, politikanetetjere Cilatmjeteperdorin per keteqellim? - Mesazhet private ne grup, njoftimet, taggteshumepersonavetenjeartikull, statusisimjetpercjelles I njemezazhi. A pofunksiononsa me siper ? - dukeshemqefaqet e disapolitikanevejaneshuemtrevizituradhetekomenturara, komente e gjeneojneedhe debate ne niveletetjere. (tv, gazetaetj)

44. Blogging Qellimi I perdorimit - diskutim, sjell ne fokustematenxehta - Opinoineteshumellojshmembisecilen, debate, replikaperballjeidesh , bindjesh Targeti (qytetarevirtuale, politikane, aktiviste)

48. SMS NDI 2007 monitorimiizgjedhjeve live dheraportimi ne kohereale me SMS ne 1250 qendravotimi Mjaftmonitorrimi I zgjedhjeve 2005 dhe 2009 “Resultatet Live” Praktika e re e K-bashkiakut, Kryetarja e Parlamentit ,dheKryeministrit per SMS dhetelefonatateregjistruaratekqytataret Listat e emaileve

54. www.keshillirionor.org-1000 ngoteregjistruara -30 website tedeklaaruarteregjistruar, prejtecilavepunojnevetempak.

55. Tools for Your Toolbox – Wordpress and Facebook

56. Engaging: Blog step by step w/ Wordpress Visit www.wordpress.com Click “Sign Up Now” link Create an account Select your title Check your email to activate Log in

57. Customizing Wordpress Pick your template Create your first post Check out a recent blogsite - http://partnersbrasil.wordpress.com/ Comment Customize

58. Wordpress.tv Signing up - http://wordpress.tv/2009/01/05/signing-up-with-wordpresscom/ Themes - http://wordpress.tv/2009/01/14/previewing-and-activating-themes-2/ Widgets - http://wordpress.tv/2009/07/24/wpcom-widgets/ Pages - http://wordpress.tv/2009/01/14/adding-an-about-me-or-any-other-static-page/ Posts - http://wordpress.tv/2009/01/15/writing-and-publishing-a-post/

59. Social Networking: Step by step w/ Facebook Create a Facebook user account Log in Click on Ads & Pages (left side navigation bar) Click “Create Page” (top green button) Create & customize a profile page for your organization Difference between pages, community, groups, causes Check out – www.facebook.com/facebookpages

60. Don’t Push the River…It Flows by Itself http://www.flickr.com/photos/zarkodrincic/1468561850

61. 5 Things You Can Do Tonight

67. Social Media Game

68. Break into groups of five Read your scenario Each group determines who they are trying to engage and why Have a budget of 10 points – choose your methods Develop a plan and present back Gaming Directions

69. Leadership Taxonomy There are more leadership roles than you usually find in just one organisation: Visionaries who raise the view of the possible Strategists who chart the vision and achieve what's attainable Statespersons who elevate the cause in the minds of both the public and decision-makers Experts who wield knowledge to back up the movement's positions Outside Sparkplugs who goad and energize, fiercely holding those in power to account Inside Advocates who understand how to turn power structures and established rules and procedures to advantage Strategic Communicators who deploy the rhetoric to intensify and direct public passion toward the movement's objectives Movement Builders who generate optimism and good will, infecting others with dedication to the common good Generalists who anchor a movement, grounded in years of experience Historians who uphold a movement's memory, collecting and conveying its stories Cultural Activists who pair movements with powerful cultural forces