Digital Activism Strategy: The Case of OccupyWishList.org

DIGITAL ACTIVISM STRATEGYTHE 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

ResourcesAllies

Review Human and Material Assets

InternalExternal

3 STRATEGIC DECISIONS

ResourcesAllies

MoveOn supporters

#OWS supporters#OWS occupiers

codersdevelopers

social media presence

Review Human and Material Assets

InternalExternal

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

SpecificMeasurableAchievableRealisticTimely

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’sMediaAccess

AllyMedia

Attention

Time/ Resources

Best Media Action

3 STRATEGIC DECISIONS

AccessAttention

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?

IMPLEMENTATIONBUILDING THE SITE

IMPLEMENTATIONBUILDING THE SITE

IMPLEMENTATIONCONTACTING ALLIES

THE BACKLASHKNOW YOUR ALLIES

THE BACKLASHKNOW YOUR ALLIES

HTTP://WWW.RITHOLTZ.COM/BLOG/2011/10/MOVE-ON-TRIES-TO-CO-OPT-THE-PROTESTS/

EVALUATIONIS 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 ActionAssets

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.