Objectives

1. Expose and elevate #MakeRoom across 350 cities in the US and Canada at local levels where word of mouth happens.
2. Develops localized networks of advocates for #MakeRoom. The advocates are given media amplification from The Breaking News Network’s (“BNN”) 350 local city feeds, and three 60-city topical media networks, developed by BNN Networks, devoted to housing and real estate, social impact and the arts.
3. Develops partnerships with local nonprofits, civic groups, performing arts organizations and individuals committed to affordable housing and real estate and share the values of the #MakeRoom campaign. The objective of these partnerships is to act as #MakeRoom’s local organizers for their cities.

Exposing and Elevating #MakeRoom

The Breaking News Network(“BNN”), established in 2009, is now the largest and most comprehensive local news network in the world, and from day one, has always been dedicated to community service and social impact. One of its unique community media features is giving media voice to over 8,000 politicians, civic groups, nonprofits, performing arts organizations and other local newsmakers, across 400 cities. The BNN combines community inclusivity with a no-advertising policy to build local good will that no other media network has achieved.

BNN Networks is building a series of local news networks across 100 major cities in the US and Canada covering niche news topics of social and cultural impact not consistently reported within the current local news ecosystem.

For the purposes of this explainer, BNN Networks will be used to denote the Breaking News Network and the three topical news network, devoted tohousing and real estate, social impact and the arts, that will publicize #MakeRoom.

The #MakeRoom Advocate Network

The Advocate Network is a marketing concept built around the idea that having individuals, groups and organizations genuinely support a cause or brand using social media is far more persuasive and trustworthy than any other marketing method. Yes, advocates may support the #MakeRoom cause, but how do we get them to really engage and take action on the campaign’s behalf? The philosophy underlying the BNN Networks media advocacy strategy is based on reciprocity of social capital allocation. When BNN Networks gives advocates the social capital in the form of a media voice to their community, advocates will be incentivized and return the favor by promoting #MakeRoom.

BNN Networks’ media amplification program

BNN Networks can engage #MakeRoom partners and advocates, national and local, by authorizing them for the BNN media amplification program. The methodology is simple, advocates add the hashtag #MakeRoom to their tweets, just as they might normally do. The tweet is automatically retweeted across our various news networks, and also posted on the city website, the local Facebook and G+ news pages. For example, when the DC-based @CME4ME campaign tweets with the hashtag #cme4me, BNN Networks’ three DC feeds: @breakingdc_news, @BLCKWashington and @CHNGDC retweet the tweet to our DC reader

BNN Networks authorizes individual Twitter accounts for amplification for specific hashtags. If the hashtag is not included, BNN Networks will not amplify the message.

Preparing Advocates for Amplification

#MakeRoom will supply a database list of partners and advocates for amplification across BNN Networks. BNN Networks will authorize the Twitter feeds to the media amplification program specific to #MakeRoom. The database would look like this:

In addition, #MakeRoom organizers and partners can send out a Google Form for advocate registration.

Sample list of advocates to be amplified

1. Affordable housing advocates, both national foundations and local on-the-ground agencies
2. Civic agencies and nonprofits dealing with homeless and poverty
3. Performers and celebrities
4. Performing arts organizations
5. Community leaders
6. Real estate organizations
7. Community broadcasters who can livestream local concerts via Meerkat and Periscope. (BNN Networks is developing a livestream news network)
8. Community foundations

BNN Networks already has many organizations amplified across its networks, including realtor associations, Habitat for Humanity, performing artists and community foundations.

Recruiting Local Partners for #MakeRoom

It’s all about reciprocity of social capital. #MakeRoom can target partners and advocates, and get them on board using the following method:

1. Identify partner

2. Send potential partner a tweet showing your love

3. Partner responds. @mhclouisville tests the hashtag #fairhousing to see if it really works (and it does, @louisville_buzz, @CHNGLouisville and @RENewsLouis all RT the tweet). Then a “Thank you”. Good will has been established! Next step is to dialogue and gauge interest in participating in #MakeRoom.

Advocate and partner networks drive the message locally

The unique feature of the BNN Networks’ localized media campaigns is its ability to drive the message hyperlocally and granularly by local advocates, where word of mouth marketing can truly happen at the friends and family level. If @mhclouisville in the example above becomes a #MakeRoom partner, they will promote #MakeRoom directly to their constituents. Locals will engage and make contributions when the same values are shared, when they are personally affected by the mission of the cause, or when acting upon personal requests from people or groups close to them.

According to recent research by BuzzFeed’s Jon Steinberg and StumbleUpon’s Jack Krawczyk:

Our data show that online sharing, even at viral scale, takes place through many small groups, not via the single status post or tweet of a few influencers. While influential people may be able to reach a wide audience, their impact is short-lived.Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinary people sharing with their friends.

Hashtags create massive exposure

The #MakeRoom hashtag becomes the campaign brand, and in aggregate can become instantly recognizable at the national level, especially when 1,000+ local BNN Networks’ Twitter and Facebook news feeds, plus #MakeRoom advocates are promoting the same hashtags. In addition to advocacy amplification, BNN Networks will leverage its feeds across America for massive exposure; we’ve demonstrated that the BNN canelevate hashtags to trending topics nationally.

Advocate Networks are Sustainable and Reusable

The localized advocate networks that we will build with the #MakeRoom campaign are genuine and sustainable. They are in essence “ordinary people” in the community that are provided a local media voice. Once established, a network of advocates can be tapped over and over again to serially support follow up campaigns and crowdfunding initiatives.