We conducted our second event on May 18th at 12:00pm Eastern and would love to share a review of it with you. Many didn't know what to anticipate for the follow-up to the highly successful #blackout event and to be honest, we weren't sure how to anticipate the outcome either.

Our hope was that the #blackout campaign wasn't the height of support and that many supporters were just sitting on the sidelines waiting to engage once again with like-minded supporters. To gauge that observation, we unveiled event details every other day for one week through social media. This process included the progressive revealing of key event details. Needless to say, each of the images below received very few interactions (average 50 reblogs on Tumblr, 5 retweets on Twitter, 15 likes on Facebook). 

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When it came time to launch the event, engagement was higher than expected and it appeared that once more, we were able to come together for a single purpose. However, it was 50% less than that of #blackout. A clear indicator of this las the video we launched the evening prior to the event. It only had 300 views by the time the event started whereas the #blackout video had over 1,700.


While the objective wasn't to trend on Twitter or hoard links on Facebook, it was to unify, identify, advocate, and resist. Here's what we set out to accomplish, how, and why:


Objective One: Unify
The first objective for the May 18 event was to rally supporters together once more and work together to accomplish something important. Part of this endeavor included cleaning up the tags used by supporters to only include #wearethelion and #justice4jahar. Our hope was to leverage this opportunity to help more supporters understand why we're aligned with those tags and more importantly, to raise awareness for our May 30 event: Justice4Jahar. 

Objective Two: Identify
The second objective was to bring supporters together in a protected and productive environment. We unveiled the #wearethelion forums the evening prior to the event and directed users to sign up and interact with other supporters who were local so that they could work together to plan activities on May 30. To our surprise, and disappointment, we had just over 25 members and very little discussion after the event completed. Given the importance of organizing local events with other supporters from your area, we felt this would have received better.

Objective Three: Advocate
The third objective was designed to "give the media something to talk about". While the goal wasn't to get an interview on Good Morning America, it was to ping key news media outlets in an effort to let them know that there is a whole other legion of supporters that are not as they have been described. To do this, we provided an easy button that would tweet a pre-written message, participants simply had to tag their local or national news outlets. The message said: "We are the majority. We are not what you've depicted us to be. http://www.wearethelion.com #wearethelion #justice4jahar"

Objective Four: Resist
The fourth and final objective was designed to help clear the air by identifying and blocking abusive trolls. We created a space on the newly unveiled forums to list/link trolls so that other users could investigate the troll claims on their own and decide to block if necessary. Our hope was to put a stop to supporters becoming discouraged after being violently abused online for speaking out for what they believed in. While not all trolls are bad, it's important to identify which are not there for a productive discussion but instead to incite hatred and cause disunity between supporters.

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Observations:

  1. The #blackout campaign included an element that the #wearethelion campaign didn't - avatar and social background change. This combined with no designated message created a domino effect as supporters duplicated other supporter efforts. However, while the amount of activity was tremendous, the purpose for it was lost in translation.

  2. This event yielded very targeted messaging that was executed perfectly. Unlike #blackout, the #wearethelion campaign did not include elements such as avatar and social background changes. This was in an effort to identify those who are truly engaged, not those simply "joining in with the crowd". (Note: Many participants in the #blackout campaign had no idea why they were doing it or what they were doing, this accomplishes nothing.)

  3. Follow through among supporters was limited, even after identifying those who were most engaged. The activity on our forums is a clear indication of that. An effort to draw more attention to this so that supporters have a place to organize and discuss important topics must be made.

  4. It appears that most of the major news media outlets were pinged at least twice, more than likely several dozen times. While this isn't enough to warrant a headline, it's enough to let them know that we exist and we mean business.

  5. Planning efforts regarding May 30th's Justice4Jahar event are undergoing several adjustments given the limited response to this campaign. A more focused approach is underway.



Lynn Marie
5/20/2013 04:46:27 am

This was a Saturday at noon so it was awkward timing where as the blackout was all day. I posted on FB on the closed boards ... Some people forgot or were tied up. Maybe a larger window if time ...

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Iris
5/20/2013 05:40:06 am

I'll second that. One hour in the middle of Sunday was just not enough time. And somehow I did not hear 'bout this until it had started. Maybe some more per-campaigning on Twitter? I checke it usually at least twice a day.

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anon
5/20/2013 07:04:49 am

I agree completely with both points above ^, and have one to add.
In my opinion;
1. The tweet time period was too short. Many supporters work, had other commitments, live in different time zones. An "all day event" could have prevented that problem.
2. The details about the event were very vague and not posted long enough to reach the broadest audience. - I gather you kept it secret to prevent "trolls"- however in doing so, you also lost supporters. It might have helped to reveal the date first, so people could make plans. Then the details at least 48hrs in advance.
3. The statement that was tweeted was okay (I do understand the concept behind it). But taken out of context, it did not make much sense (as evidenced by the reporter that responded). Perhaps a clearer statement, or at the least- a few variations.

My 2c

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