Tag Archives: online movement
Wikipedia, Google, and other sites slowed, if not killed, the SOPA and PIPA legislation with their blackout protest on Wednesday, January 18. The big sites behind the blackout clearly exploited their massive reach and place in people’s daily lives, enabling the protest to grow with amazing speed. Equally important, the sites adeptly employed key strategies for sparking a movement.
Other organizations can mobilize people for their cause by understanding the key strategies of movements and examining how the blackout followed those strategies.
1. Share a Purpose
Having a purpose inspires passion and participation. At the heart of the protest was a belief that the Internet and information should be free. But a purpose doesn’t have to be altruistic. Many Wikipedia or Google users probably acted out of concern they’d lose access to these incredibly convenient resources.
2. Pique Curiosity
Curiosity leads people down the rabbit hole. Many people had probably heard little or nothing about SOPA or PIPA. A new and imminent threat certainly provokes curiosity – and alarm.
3. Direct the Action
Give people a specific and easy way to participate. Read More
Celia Jones | Critical Mass Chicago
It’s official. LeBron James is a free agent.
Since the Cleveland Cavaliers got bounced by the Boston Celtics in the Eastern Conference Semifinals, it seems the entire world has been has been abuzz about one looming question: Where is LeBron James going next? Now that the Cavs have signed Byron Scott as their next head coach and he’s met with all of his potential suitors, we could hear about his decision any day, any minute, now.
In the meantime, major markets have been doing the full court press to woo James to their city, and even safari guides as far as Botswana have been asking if “LeBron is going to leave the Cavs.”
As we saw with the World Cup, digital is doing its part to fuel the free-agent frenzy. Like a mythic creature being hunted by salivating predators, LeBron’s every move is being sniffed out, observed and analyzed online. And, though the digital noise has been deafening, will it actually impact his ultimate decision?
The Stalking
If you work in digital, you’re probably no stranger to the occasional “stalk-booking” or “tweet creeping” to find out what a friend, enemy, co-worker, or ex is up to. But the LeBron phenomenon takes digi-stalking to an entirely different level. ESPN’s “LeBron Tracker” and Sports Illustrated’s “LeBron James Watch” make no bones about the fact that they’re set up for one sole purpose: to track every word uttered, every rumor circulated, every fantastical scenario dreamed up about the superstar’s next move. There’s even a “Free Agent Slot Machine” for those who’d prefer to stop analyzing and leave it all up to chance.
The Bait
Major markets with money to spend have been pulling out all the stops to lure King James to their respective cities. From full-blown marketing campaigns to grassroots blogs, sites and videos, the online buzz is deafening. Here’s a snapshot of some of the top contenders using digital to land LeBron.
New York: The Big Apple is doing some big pimping to bring LeBron to NYC. By far the most savvy and coordinated offensive, New York launched C’mon LeBron to give all of NYC the chance “to get together to show the world’s greatest athlete why he belongs in the world’s greatest city.” The online campaign features a website, Facebook page, Twitter hashtag (#cmonlebron) and an A-list team of NYC elites, including Mayor Michael Bloomberg , the Today Show’s Matt Laurer, and even famed chef Mario Batali, urging LeBron to come to NYC. Twins Jason and Corey Grant (aided by their marketing savvy parents) also launched #NY<3LeBron, which features a “LeBron button” that you can press at gyms, basketball courts and other spots around New York, as well on a website, in order to show your support for LeBron donning a Knicks uniform. At the time of this writing, more that 2 million clicks were logged. From gourmet food to free clothes by top designers to an offer by a luxe realty company to help LeBron find his dream home at EveryKingNeedsACastle.com, New Yorkers have proven they’ll stop at nothing to land LeBron.
