Presents a Goal > Assets > Actions framework for digital activism strategy while using the Occupy Wish List website as an example.

1. 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

2. 3 STRATEGIC DECISIONS
Goal
What the
organization
wants to
achieve

3. 3 STRATEGIC DECISIONS
Goal
What the
organization
wants to
achieve
•an older organization
•did not start #OWS but shares goals
•hopes to support #OWS and benefit itself

4. 3 STRATEGIC DECISIONS
1. support #OWS
2. benefit MoveOn
Goal
What the
organization
wants to
achieve

5. 3 STRATEGIC DECISIONS
1. support #OWS
2. benefit MoveOn
Assets
Goal
What the
What assets can the
organization
organization work
wants to
with to help it
achieve
achieve its goal?

6. 3 STRATEGIC DECISIONS
External Internal
Allies Resources
Review Human and
Material Assets

7. 3 STRATEGIC DECISIONS
External Internal
Allies Resources
#OWS supporters coders
#OWS occupiers developers
MoveOn supporters social media presence
Review Human and
Material Assets

8. 3 STRATEGIC DECISIONS
1. support #OWS 1. sympathizers (donors)
2. benefit MoveOn 2. occupiers (recipients)
3. coders
Goal Assets
What the What assets can the
organization organization work
wants to with to help it
achieve achieve its goal?

9. 3 STRATEGIC DECISIONS
1. support #OWS 1. sympathizers (donors)
2. benefit MoveOn 2. occupiers (recipients)
3. coders
Goal Assets Action
What the
organization What assets can How can the
wants to the organization organization best
achieve work with to help use its assets to
it achieve its goal? achieve its goal?
Specific
Measurable
Achievable
Realistic
Timely

10. 3 STRATEGIC DECISIONS
Time/
Resources
Ally Org’s
Media Media
Attention Access
Best Media Action

11. 3 STRATEGIC DECISIONS
Resources
coders and developers
Twitter
Attention Access
sites,Twitter, FB

12. 3 STRATEGIC DECISIONS
Resources
coders and developers
Twitter
Attention Access
sites,Twitter, FB
Action: Build custom site to crowdsource supplies for #OWS
and collect email addresses, promote on Twitter

13. 3 STRATEGIC DECISIONS
1. support #OWS 1. sympathizers (donors)
Occupy Wish List
2. benefit MoveOn 2.occupiers (recipients)
website
3. coders
Goal Assets Action
What the What assets can the
organization How can the
organization work organization use
wants to with to help it
achieve its assets to
achieve its goal? achieve its goal?

14. 3 STRATEGIC DECISIONS
1. support #OWS 1. sympathizers (donors)
Occupy Wish List
2. benefit MoveOn 2.occupiers (recipients)
website
3. coders
Goal Assets Action Implement
What the What assets can the
organization How can the
organization work organization use
wants to with to help it
achieve its assets to
achieve its goal? achieve its goal?

15. IMPLEMENTATION
BUILDING THE SITE

16. IMPLEMENTATION
BUILDING THE SITE

17. IMPLEMENTATION
CONTACTING ALLIES

18. THE BACKLASH
KNOW YOUR ALLIES

19. THE BACKLASH
KNOW YOUR ALLIES
HTTP://WWW.RITHOLTZ.COM/BLOG/2011/10/MOVE-ON-TRIES-TO-CO-OPT-THE-PROTESTS/

20. EVALUATION
IS OCCUPY WISH LIST A SUCCESS?
only 5 new items,
2 new donors,
and 2 new occupy
sites added all day
(Oct. 26)

21. STRATEGIC LESSONS
Goal Assets Action
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.