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Social Networks Meet Grassroots Networks: Using New Media Tools for Old-Fashioned Advocacy

Social Networks Meet Grassroots Networks: Using New Media Tools for Old-Fashioned Advocacy The Connect2Canada Network Dan Abele Canadian Embassy November 7, 2007 – Washington, DC. The Connect2Canada Family of Sites:.

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Social Networks Meet Grassroots Networks: Using New Media Tools for Old-Fashioned Advocacy

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  1. Social Networks Meet Grassroots Networks: Using New Media Tools for Old-Fashioned Advocacy The Connect2Canada Network Dan Abele Canadian Embassy November 7, 2007 – Washington, DC

  2. The Connect2Canada Family of Sites:

  3. C2C: Why are we reaching out to Canadians and Friends of Canada in the United States? Many are actively engaged and are assets that further our diplomacy efforts. Connect2Canada gives us the ability to engage and motivate these people. Each expat and friend of Canada can act as a spokesperson to educate others about issues of importance to the Government of Canada’s priorities.

  4. Priorities: • Serve the Canadian Community. • “Canada is where Canadians are”. • Strategic Engagement: Provide members with customized information they can use.

  5. Engage them: • Seek out partnerships with pre-existing networks. • Only send the members information they want. • Send short bites of information in a timely manner which is easily forwarded, duplicated and posted in other venues.

  6. “Train” them without formal training: • Identify issues of interest where members can take action if they so choose. • Identify and simplify the procedures involved for members to take action regarding issues of relevance to the GoC's priorities. • Examples: submitting public comments, responding to media inaccuracies.

  7. Keep them engaged: • COOKIES! • Social networking techniques help keep our members interested and engaged so they are more likely to open our advocacy messages and spread the word about the network to others.

  8. PODCASTS: • Cover a range of topics in an effort to appeal to the diverse nature of our membership.  • Adam Gontier, lead singer of Three Days Grace; World Cup goaltender Nicci Wright; award-winning Canadian Space Agency official. • Also promote podcasts and eDiscussions organized by our HQ and encourage members to participate. • http://www.connect2canada.com/podcast_archives/

  9. FACEBOOK: • Consider Canada was designed with tech-savvy young people in mind. Given the audience, the "American Students @ Canadian Universities" Facebook group was recently created.  • http://www.considercanada.org/res/#facebook • http://www.facebook.com/group.php?gid=2253911841

  10. RSS: • Connect2Canada, CanadianAlly and Meet Me At The Border are all currently utilizing RSS feeds. • Provides a ready resource for fresh content to our membership as well as issue stakeholders. • Connect2Canada: NewsCan – a weekly compilation of Canadian news, as well as official announcements and featured C2C members. • MMATB: Compilation of official Government announcements and press releases from Canada and the U.S. related to the border.

  11. MOBILE READY CONTENT: • The MeetMeAtTheBorder.com mobile site allows for quick navigation to content on the go including updated border wait times for land border crossings between Canada and the United States. • http://www.meetmeattheborder.com/mobile/

  12. BLOGS: • Consider Canada: News blog provides website viewers with up-to-date information about recent research done at Canadian universities, rankings and other items that might be of interest to potential students (generated internally). • Connect2Canada: Blog interface used to manage events for "Canada Day Across America".

  13. USER GENERATED CONTENT: Providing members with venues to generate content and/or facilitate interaction keeps them interested, engaged > more likely to open advocacy messages and spread the word about the network. Share Your Story: • Over 300 stories • Functionality: Sort by state or even city • Hidden email feature (optional) • Featured member story in weekly NewsCan (audience of 14,000+) • http://www.connect2canada.com/readstories/

  14. USER GENERATED CONTENT:Connect2Canada’s “Your Stories”

  15. USER GENERATED CONTENT: Consider Canada’s “Student Ambassadors” • "Student Ambassador" profiles of American students currently studying in Canada. • Offer genuine and candid accounts about study in Canada that resonate with our target audience. 

  16. The Move from Online to Offline:Case Study: Canada Day Across America • CDAA highlighted Canada Day events held by the Embassy, consulates, and groups and individuals throughout the United States. • Provided member support for organizing and promoting Canada Day events (special on-line features, promotional materials). • Event details submitted using form fields. • http://www.connect2canada.com/canadaday/

  17. Canada Day Across America: • Blog interface used to organize and display events, posted on an interactive map of the United States.

  18. Canada Day Across America: • Events listed by state. • Hidden email feature – access to event organizers.  • Resources page with Canadian trivia, Canadian recipes, "O Canada" recordings, and access to downloadable CDAA images.

  19. Direct Promotion: (Traditional) • Sirius Satellite Radio station Iceberg95 (100% Canadian music) on-air promos six times per day in the weeks leading up to July 1. • Press releases were sent to CDN/US media. Indirect Promotion: (Members) • Message boards chatter about planning events in their states, posted events and anticipated arrival of materials.  • Flickr – member posted photo of C2C party pack.

  20. Results: 2006 • 108 events in 30 states. • Membership increase of 1,628 between June 7 and July 1. Media Coverage: • "A Celebration Migrates South: Assimilated Expatriates Will Raise a Molson Today“ - Washington Post • "Canadians in U.S. Honor Their Independence“ - Associated Press

  21. Results: 2007 • 180 events in 42 states. • Membership increase of 1,263 between June 7 and July 1. Media Coverage: "Canada Day gathering is a blast at Waxhaw home -- Transplants' gala is one of many across U.S. to be found on Web site" - Charlotte Observer "Join our northern neighbors in celebration" - San Diego Union-Tribune "Everyone is Invited" - St. Petersburg Times "Canada Day in U.S., eh?" - Winnipeg Sun

  22. What's Next? • Redesign of the Connect2Canada site. • Enhance the events calendar to promote the hundreds of Canadian-related social and cultural events throughout the United States. (Upcoming.org) • Connect2Canada.com Facebook group. Feedback? Email us at connect2canada@canadianembassy.org

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