Evolving Constituient Relationships Using Advocacy 2.0

 

A major trade association faced an issue with its complex membership base.  The association represents a diverse group of constituents and had difficulty understanding all of its members' needs in a new and potentially hostile political climate.  In the past, the organization would hold large conferences and in-person meetings to discuss issues and policy that impacted the industry.  As the association grew, those previous methods of collaboration would not scale to the organization's size and did not fit in today's political climate.  The association needed a way to elicit and aggregate more information from its membership to understand what kind of advocacy its members needed most. 

 

Synteractive was sent in to develop a new strategy for gathering information from a wide array of constituents and also find a way to make sense of that data.  The first thing the Synteractive team realized was that it shouldn't be C-level executives speaking about issues that impact their industry, it should be front line workers that are directly impacted by legislation sharing their personal stories.  This grassroots involvement would be key to connecting with lawmakers in this new age of social networking and information sharing.

 

Synteractive developed a strategy in which front line workers, both inside and outside of the targeted industry, could share personal stories via blogs, comments, video clips, and podcasts.  The team also developed an innovative metadata and tagging approach to assist in the indexing and reporting on this massive amount of information.  This data could then be mined to understand the complex issues and interactions that take place among the industry.  The solution would also allow the association to quickly access personal stories to assist in the advocacy that is being performed in Washington.

 

Using Intelligent Orchestration, Synteractive was able to break down this large association's complex problems and provide a strategy that would allow it to continue to compete in this new world where access to timely data can provide a strategic advantage.  Its wide array of constituents can be heard and the association can be certain that it is conveying the message that is in the best interest of its wide range of members.