FUNDAMENTALS 0

OF
DIGITAL ADVOCACY

Digital Advocacy Center Training

 MEET THE TRAINERS!

Jesse Danzig Dipanwita Das

 WHO IS THIS TRAINING FOR

Goal of training: use digital strategies to win

policy-based advocacy campaigns

Commitment to build and launch digital

advocacy campaign based on learnings
 HOW THE TRAINING WORKS

All course content available for self-guided

learning

Course exercises support actual campaign

development over 2 month training period
CTFK trainers support via regular ‘office
hours’ and exercise feedback
Successful trainees eligible for Facebook
Advertising Support program
 Lesson and Module Course Structure
Lesson Module
Self-Evaluation 0: IS YOUR ORGANIZATION DIGITAL READY?
Lesson One: Strategic 1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
Planning & Organizational 2: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
Commitment 3: HOW TO DESIGN A DIGITAL CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR
YOUR CAMPAIGN
Lesson Two: Social Media 5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
Content, Community and 6: HOW TO CREATE & USE A FACEBOOK PAGE
Channels 7: HOW TO CREATE & USE A TWITTER ACCOUNT
Lesson Three: Digital 8: HOW TO SET UP AND MONITOR INDICATORS OF
Campaign Measurement SUCCESS
and Execution 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
 Timing

April 10 – 21: Program Registration

April 24 – June 23: Weekly Support and

Feedback to Exercises
July
 Advocacy-Focused Training

Digital Marketing Digital Advocacy

Tobacco Use Tobacco Existing Policy New Policy

Behavior Knowledge, Industry Implementation Issue
Change Attitudes, Denormal- Advocacy
Perception ization
(Prevention)
 Starting with Module 0:
Identifying Your Training
Needs

Starting with Module _ we will evaluate
your organization’s Digital Strategy, Digital
Capacity and Digital Execution Ability.
Completing this questionnaire is essential for
you to be able to fully utilize the training and
engage in successful digital advocacy
campaigns.
This evaluation will help your organization determine
which Lessons to take during the training.
Lesson One: Strategic Planning &
Organizational Commitment
Lesson Two: Social Media Content, Community
and Channels

Lesson Three: Digital Campaign Measurement

and Execution
LESSON ONE
STRATE G Y
STRATEGIC PLANNING TOPICS

1. USING DIGITAL TO WIN YOUR CAMPAIGN

2. CREATING A POWER MAP

3. DESIGNING A DIGITAL CAMPAIGN

4. CREATING A MESSAGING FRAMEWORK

 LESSON TWO
CONTENT & CHAN NELS
 CONTENT & PLATFORMS

1. MANAGING CONTENT AND COMMUNITY

2. FACEBOOK 101

3. TWITTER 101
 LESSON THREE
MEASUREMENT & EXECUTION
CAMPAIGN EXECUTION AND M & E

1. MONITORING INDICATORS OF SUCCESS

2. INFLUENCING THE POLICY PASSAGE PROCESS

3. SUPPORTING POLICY IMPLEMENTATION

THANK

YOU