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Amnesty International USA Engagement Media Overview—Kyra Stoddart
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Amnesty International USA Engagement Media Overview—Kyra Stoddart

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Presentation on Amnesty International USA's approach to online engagement, presented by Kyra Stoddart to Farra's Online Engagement class at the New School.

Presentation on Amnesty International USA's approach to online engagement, presented by Kyra Stoddart to Farra's Online Engagement class at the New School.

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  • 1. Engaging Activists OnlineAmnesty International USA Engagement MediaPresented by Kyra Stoddart
  • 2. I. OverviewII. WebsiteIII. EmailIV. Social Media
  • 3. Overview: Amnesty’s Mission• Amnesty International is a global movement of more than 3 million supporters, members and activists in more than 150 countries and territories who campaign to end grave abuses of human rights. Our vision is for every person to enjoy all the rights enshrined in the Universal Declaration of Human Rights and other international human rights standards. We are independent of any government, political ideology, economic interest or religion and are funded mainly by our membership and public donations.
  • 4. Overview: Online CommunicationsAmnesty International has made substantial investments in digital technologies for more than a decade in an effort to educate the public about human rights issues; engage and mobilize our current members and activists; and recruit and mobilize new members and activists.We’ve seen steady growth over these years : – We receive more than a million monthly page views on our web site; and – We mobilize more than half a million people through email; – We raise awareness among hundreds of thousands of other individuals through our expanding presence on social networks like Facebook and Twitter
  • 5. I. OverviewII. WebsiteIII. EmailIV. Social Media
  • 6. Website: amnestyusa.org • Around 300k visitors a month viewing around 1 million pages of content. • Tens of thousands of pages of content including reports, actions, news items, blog posts, events, and campaign information and tools.
  • 7. Website: Action Centeramnestyusa.org/act • 50 to 100 live actions at any given time on variety of human rights issues • Letters generated instantly to targets • Tens of thousands of letters delivered a month
  • 8. Website: Action FormRedesigning our action form increased conversion rates by 40% with redesign of form. Old Form New Form
  • 9. Website: Human Rights Now Blogblog.amnestyusa.org • 30k readers a month of our blog. • It is in the top 5 most viewed sections of our website.
  • 10. I. OverviewII. WebsiteIII. EmailIV. Social Media
  • 11. Email: Engaging Our Supporters• We use email to engage and activate our 650k online activists and members by sending: – Action Alerts – Event Invitations – High Level invitations (ie join lobby delegations) – Fundraising Appeals – Cultivation Messages (ie good news)
  • 12. Email: Examples
  • 13. I. OverviewII. WebsiteIII. EmailIV. Social Media
  • 14. Social Media: Overview• We recognize the importance of social media in shaping public thinking and use social media profiles to increase the organization’s online visibility.• We use social media to foster awareness of human rights issues, reach our influencers, develop relationships, recruit and mobilize members, and obtain insights on public perceptions of Amnesty and our work.
  • 15. Social Media: Where We Are
  • 16. Social Media: Facebook • 275,000 likes • Top source of traffic to our website • Enables advocacy by allowing us to: – Mobilize followers to take action quickly – Reach wider audiences through Facebook’s easy sharing tools – Host quick and easy interactive chats with human rights experts
  • 17. Social Media: Facebook Action CenterTake action tab Take action without leaving the news feed
  • 18. Social Media: Twitter • 166,000 followers • Enables advocacy by allowing us to: – Mobilize followers to take action quickly – Target legislators, corporations or other officials directly on Twitter. Example -> release of 14 year old detainee in Kashmir after mobilizing Twitter campaign targeting Kashmir Chief Minister who is active on Twitter. Read more: http://blog.amnestyusa.org/iar/when-a- tweet-can-change-the-world/
  • 19. Social Media: FourSquare • Increase our brand visibility through our tips on places connected to the human rights & social justice movements • Tested special offers for check-ins at Warped Tour 2010
  • 20. Questions?