DIGITAL ACTIVISM STRATEGY

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2 Νοε 2011 (πριν από 5 χρόνια και 5 μήνες)

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THE CASE OF OCCUPYWISHLIST.ORG Mary Joyce | Columbia University | October 2011

DIGITAL ACTIVISM STRATEGY
THE CASE OF OCCUPYWISHLIST.ORG
Mary Joyce  Columbia University  October 2011
Note
: presentation based on public information, I have not spoken directly with MoveOn or OWS
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal

an older organization

did not start OWS but shares goals

hopes to support OWS and benefit itself
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
1.
support OWS
2.
benefit MoveOn
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
1.
support OWS
2.
benefit MoveOn
Assets
What assets can the
organization work
with to help it
achieve its goal?
3 STRATEGIC DECISIONS
Resources
Allies
Review Human and
Material Assets
Internal
External
3 STRATEGIC DECISIONS
Resources
Allies
MoveOn supporters
OWS supporters
OWS occupiers
coders
developers
social media presence
Review Human and
Material Assets
Internal
External
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
1.
support OWS
2.
benefit MoveOn
Assets
1.
sympathizers (donors)
2.
occupiers (recipients)
3.
coders
What assets can the
organization work
with to help it
achieve its goal?
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
1.
support OWS
2.
benefit MoveOn
Assets
1.
sympathizers (donors)
2.
occupiers (recipients)
3.
coders
Action
S
pecific
M
easurable
A
chievable
R
ealistic
T
imely
How can the
organization
best
use its assets to
achieve its goal?
What assets can
the organization
work with to help
it achieve its goal?
3 STRATEGIC DECISIONS
Org’s
Media
Access
Ally
Media
Attention
Time/
Resources
Best Media Action
3 STRATEGIC DECISIONS
Access
Attention
Resources
Twitter
coders and developers
sites, Twitter, FB
3 STRATEGIC DECISIONS
Twitter
coders and developers
Action
: Build custom site to crowdsource supplies for OWS
and collect email addresses, promote on Twitter
sites, Twitter, FB
Resources
Attention
Access
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
1.
support OWS
2.
benefit MoveOn
Assets
1.
sympathizers (donors)
2.
occupiers (recipients)
3.
coders
Action
Occupy Wish List
website
What assets can the
organization work
with to help it
achieve its goal?
How can the
organization use
its assets to
achieve its goal?
3 STRATEGIC DECISIONS
What the
organization
wants to
achieve
Goal
1.
support OWS
2.
benefit MoveOn
Assets
1.
sympathizers (donors)
2.
occupiers (recipients)
3.
coders
Action
Occupy Wish List
website
Implement
What assets can the
organization work
with to help it
achieve its goal?
How can the
organization use
its assets to
achieve its goal?
IMPLEMENTATION
BUILDING THE SITE
IMPLEMENTATION
BUILDING THE SITE
IMPLEMENTATION
CONTACTING ALLIES
THE BACKLASH
KNOW YOUR ALLIES
THE BACKLASH
KNOW YOUR ALLIES
HTTP://WWW.RITHOLTZ.COM/BLOG/2011/10/MOVE-ON-TRIES-TO-CO-OPT-THE-PROTESTS/
EVALUATION
IS OCCUPY WISH LIST A SUCCESS?
only 5 new items,
2 new donors,
and 2 new occupy
sites added all day
(Oct. 26)
STRATEGIC LESSONS
Goal
Action
Assets
1.
MoveOn had a clear strategic process (matching
goal
to digital
action
).
2.
Their implementation (site construction and promotion) was strong.
3.
They just didn’t understand their
allies
well enough. They forgot the fierce
independence of OWS.
4.
This misjudgment was a critical blow to their digital activism tactic.