guerilla campgains i insurgent basic (ujafed)

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Guerilla Campaigns I: Insurgent Basics

Aharon HorwitzPresenTense Group

Wiener Educational SeminarsUJA Federation New York

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Axiom: The Web Has Power

•Obama and McCain•Nefesh B’nefesh•“Gold” Challenge•JNF

How does your organization extract value from the web?

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People Invest in Value

• Community builds you– Pool: Weak ties– Hub: Strong but temporary– Network: Strong

• Organizing Framework v. Organization

• Digital tools provide for “elegant organization”

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Principles for Finding Your Community

Principles

Build network by giving and gathering--emails, friends, lists•Be Transparent and Authentic•Ignore fences in building alliancesBroadcast your mission constantly: wherever possible use pictures and video•Build opportunities for involvement and leveraging networks

•Viral Parties•Engage through competition•Market to your EMPLOYEES

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Obama Community Building Principles•Mission we can believe in/Quest we can be in•Access points for interaction in all sorts of YOU specific ways•All the angles: Pool, Hub, Network•Tools to the people: others propel message, content, and activism•Community organizing testing and evaluation•Funding and mission oriented programs are the same

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Obama Community Building

Obama Case Study: Tools to the People

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Obama Email Analysis

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Obama Email Analysis

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Obama Email Analysis

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Social Networks

• “Social Network” is a way of referring to people and the connections between them.

• Looked at from outside, people form a network – a densely interconnected graph.

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The Difference is the Speed

• Social networks are nothing new – what's new is how easy it is for a message to travel along them.

• The speed of message transmission along the social network is dropping with each new technology – Spoken language, Printing press, phone, email, cell phone, Instant message, SMS, etc.

• The speed of invention of new technology is itself increasing - we can expect nearly frictionless communication.

• This makes good ideas really contagious.

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Going Viral

• The goal of any Internet advertising campaign or product is to “Go Viral” - to catch on in such a way that the number of people it reaches grows exponentially.

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Going Viral : The Core Ingredient

Provide Value

• I will only put my name and network on the line if I believe the people I send your message to will value it.

• Massive reach depends on value and trust.

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Going Viral : The Technical Aspects

• Make it easy for someone to pass the message on.

• Make it easy for the recipient to perceive the value of the message. Grease the wheels.

• Provide every way possible for a person to– put it on their webpage, – integrate it into their existing networks– send it through email.

• If users generate content, make sure the path from viewing content of others to creating content of their own is as easy as possible.

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Closing the Loop : An Exercise• A large Jewish organization focused on building

leadership designed a web application that lets users create their own map of the Jewish world – arranging mug shots of major players on a set of concentric circles, showing who they feel the important players are.

• The way they set it up, a user goes to a website to 'play'. If they want to recommend it to a friend, they can send the friend a link to that website.

• Why did they do this? How could they have done it better?

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Word of Mouth Automatic

• Word of mouth has always been the most effective marketing channel.

• Why? Trust.• Social networks show you what the people you

trust are doing, what they support, and who they trust.

• Word of mouth – automatic and authentic.

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Word of Mouth Automatic: Example

• PresenTense creates an open event on Facebook for their Thursday night panel discussion.

• Ariel, Aharon, and Eliezer all invite a few hundred of their closest friends.

• People who are attending RSVP in the positive.• Both people who were invited and people who were

not explicitly invited are informed of the event if more than a couple of their friends RSVP that they are coming.