M O D U L E 1

HOW TO USE DI
GITAL TO WIN
YOUR CAM PAI G N

Digital Advocacy Center Training

 GOAL OF THIS MODULE

What constitutes an effective digital

campaign?

. RT objective for
How to choose a SMA
your campaign

How will digital help you win?

What resources you need to run a

successful digital program
 WHY CAMPAIGNS FAI L

No clear Lack of
Lack of clear plan Not having a
objective/No understanding
with commitment content plan
clear task how digital helps
and resources
you win
 3-STEP FOUNDATION
EVALUATION

OBJECTIVE RESOURCE PLAN

What is your PURPOSE What are the staffing

campaign objective? commitments & responsibilities
Can digital media help to execute a campaign?
you win?
 S T E P # 1 : C A M PA I G N OBJECTIVE

SPECIFIC:
What exactly are we going achieve
and how?

MEASURABLE:
How will you measure it?

WHAT IS THE CAMPAIGN ACHIEVABLE:

Is this attainable given the political
OBJECTIVE YOU ARE environment?
TRYING TO MEET
THROUGH DIGITAL REALISTIC:
MEDIA? Can we reasonably expect the desired
outcome in the given resources and
time period?

TIME BOUND:
When will it end?
IS THIS SMART?

MAKE MY
CITY SMOKE-
FREE.
 IS THIS SMART?

NOT SMART
MAKE MY
CITY SMOKE-
FREE.
 IS THIS SMART?

SPECIFIC:
What exactly are we going achieve
and how?

MEASURABLE:
How will you measure it?

ACHIEVABLE:
Is this attainable given the political
MAKE MY environment?
CITY SMOKE- REALISTIC:
FREE Canwe reasonably expect the desired
outcome in the given resources and
time period?

TIME BOUND:
When will it end?
 IS THIS SMART?

PASS LEGISLATION IN
THE UPCOMING SESSION
TO INCREASE THE
TOBACCO TAX BY 10%.
 IS THIS SMART?

PASS LEGISLATION IN SMAR

THE UPCOMING SESSION
TO INCREASE THE
T
TOBACCO TAX BY 10%.
 IS THIS SMART?

SPECIFIC:
What exactly are we going achieve
and how?

MEASURABLE:
How will you measure it?

ACHIEVABLE:
PASS LEGISLATION IN Is this attainable given the political
environment?
THE UPCOMING SESSION
REALISTIC:
TO INCREASE THE Can we reasonably expect the desired
outcome in the given resources and
TOBACCO TAX BY 10%. time period?

TIME BOUND:
When will it end?
 STEP #2: PURPOSE

2
HOW WILL
1 4
DIGITAL Mobilize public to
HELP YOU play active role in
WIN? Raise awareness
achieving campaign
objectives
3 Leverage
traditional
and urgency of media
tobacco control
issues Engage key opinion leaders
and decision-makers to
pass/implement strong laws
and regulations
BUILDING
AWA R E N E S S
MOBILIZING
AC T I O N
E N GAG I N G D E C I S I O N
MA K E R S
E N G AG I N G K E Y
O P I N I O N LEA D E R S
LE V E R A G I N G T R A D I T I O NA L
M E D IA
S H I F T I N G T H E B A LA N C E
OF POWER
 S T E P # 3 : R E S O U R C E P LA N N I N G

2
DOES THIS
SOUND
LIKE AN One staff member who
INTERN’S 1 can dedicate 5-10 hours
per week to consistently
JOB? create content and
respond with followers 3 Messaging/
communications
Who will lead this acumen is vital;
work in your media advocacy
organization? expert ideal
Trusted
spokesperson for
the campaign
 SOCIAL MEDIA M
A N A G E R ’ SR O L E

Leads strategic Creates and curates 15-30 minutes a day Tracks campaign
planning of role of content responding to fans metrics and reports
social media in on success
achieving objectives
 ORGANIZATIONAL S TAK E H O LD E R S

Integration with organization

stakeholders is a key factor to
success

Decide on which stakeholders

within and outside your
organization you will coordinate THEORY
Digital Field Staff
with OF
CHANGE

“
You can’t
based win a media,
on social campaignbut
you won’t win without it.”
Communications Lobbying
ALLOCATING TIME TO
ONLINE CAMPAIGNING

Running a campaign online takes times and expertise.

Thankfully, we’re here to help you develop the skills you
need. However, you still need to set aside staff/staff time to
dedicate to social media/digital campaigning.

1 Doyou have a person on staff with the capability/time

to dedicate to digital campaigning?

2 Between one or more staff member have you

allocated at least 5-10 hours per week for
everything social media?

3 Are you open to spending required to learn the

digital skills you need to run a successful digital
campaign?
E X E R C I S E : O R G A N I Z AT I O N A L
COMMITMENT
NEXT STEPS You have now completed MODULE 1 of 12 of Track 1.
You can move on to Module 2 or go back and finish any modules
: you have not yet completed. Module 0 is compulsory.

Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN COMPLETE
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU