What it takes to be successful in e-campaigning


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  • Recruit and mobilise: Recruit online and mobilise locally: StopEsso, MoveOn, GetUp, Avaaz, Obama Recruit and mobilise to fund: GetUp, AtheistBus, Avaaz, MoveOn Corrrdinate Day/Week of action Brand damage examples: Greenpeace Dove Video, Green Your Apple, Oxfam Make Trade Fair (e.g. Coffee) Bear Witness: Seal hunt, whaling, protest suppression, human rights abuses Empower/expose: Scorecard.org, WikiLeaks.com Stimulate debate: e.g. Greenpeace video of Plane hitting nuclear power plant Alerts from field: dissident abductions, clear cutting Non-public activity: Amnesty & Miranda (1999?)
  • What it takes to be successful in e-campaigning

    1. 1. What it takes to be successful in e-campaigning re:campaign 2010 Keynote 17 April 2010 Duane Raymond [email_address] Twitter: @fairsay +44 207 993 4200 / +44 777 3303 211 www.fairsay.com / @fairsay
    2. 2. Sorry I can’t be there! = + Duane Volcano Justin
    3. 3. eCampaigning: What is it? <ul><li>Using ‘electronic’ channels to help achieve campaigning objectives </li></ul><ul><li>Each has different strengths and weaknesses: </li></ul><ul><ul><li>Mobile phones: + universal - short text; poor web </li></ul></ul><ul><ul><li>Internet: + 60% of pop; rich messaging; email; free - easy to ignore/miss; outreach a challenge </li></ul></ul><ul><li>Most effective: Internet (email + web) </li></ul><ul><li>Integrated with campaign plans </li></ul>
    4. 4. eCampaigning = campaigning <ul><li>Works from the same principles as other campaigning </li></ul><ul><li>… yet it provides new opportunities: </li></ul><ul><li>Mobilise in minutes and hours vs. weeks and weeks </li></ul><ul><li>Get more people involved due to lower barriers to participation and ability to be relevant to them </li></ul><ul><li>Support more people to self-organise </li></ul><ul><li>and some practices are new and require different expertise </li></ul>
    5. 5. One more campaigning model <ul><li>20 th Century: </li></ul><ul><li>Campaigning added the mass media / broadcast model </li></ul><ul><li>Use mass media networks e.g. newspapers, radio, tv </li></ul><ul><li>21 st Century: </li></ul><ul><li>Campaigning added the social media model </li></ul><ul><li>Use personal networks e.g. sharing, self-organise </li></ul><ul><li>Digital form of previous models </li></ul><ul><li>19 th Century: </li></ul><ul><li>Campaigning used the grassroots model </li></ul><ul><li>Use institutional networks e.g. unions, churches </li></ul>New approaches build on and compliment proven approaches
    6. 6. Many Models of eCampaigning <ul><li>Most common: Demonstrate public support </li></ul><ul><li>85%: Recruit and mobilise with online letters / petitions </li></ul><ul><li>7%: Recruit online and mobilise locally / phone calls </li></ul><ul><li>3%: Recruit and mobilise to fund related actions </li></ul><ul><li>3%: Coordinate day/week of action mobilisation </li></ul><ul><li>… and the remaining 2%?: </li></ul><ul><li>Brand damage – mainly corporate </li></ul><ul><li>Bear witness – video or photos of events </li></ul><ul><li>Empower/expose through information – easy, relevant </li></ul><ul><li>Stimulate debate – generate controversy </li></ul><ul><li>Alerts from the field – put tools in supporters hands </li></ul><ul><li>Non-public activity – if publicity is counterproductive </li></ul><ul><li>… and a few other models. </li></ul>
    7. 7. What is e-campaigning ‘success’? <ul><li>Depends on campaign objectives and research </li></ul>              Recruit?  Attention? Debate? Behaviour Change? Law Change? Enforcement? Perception Change? Prevention? Witness? Participate?
    8. 8. Common: email-to-action model                                      
    9. 9. Three ways to be successful in e-campaigning…
    10. 10. 1. Money <ul><li>Can buy exposure and expertise </li></ul><ul><li>Easy to waste without a good strategy </li></ul><ul><li>Insufficient for winning campaigns, but helps </li></ul>
    11. 11. 2. Luck <ul><li>Usually a one-off success </li></ul><ul><li>The more you try, the more chance to be lucky </li></ul><ul><li>Strategy, expertise and hard work can build on it </li></ul>
    12. 12. 3. Strategy, expertise, hard work <ul><li>Gives best chance of repeatable success </li></ul><ul><li>Makes you ready for luck and attracts money </li></ul><ul><li>Is what I can share with you </li></ul>
    13. 13. Ideal: have all three <ul><li>Obama campaign (2007-8) used strategy, expertise and hard work to ensure they could make the most of luck and to raise money </li></ul><ul><li>Greenpeace is good example of making the most of strategy, expertise and hard work + luck </li></ul><ul><li>MoveOn.org/GetUp.org.au/Avaaz.org/38Degrees.org.uk: </li></ul><ul><ul><li>raise money to get strategy, expertise and hard work </li></ul></ul><ul><ul><li>respond quickly to crisitunity’s = increased chance of luck </li></ul></ul><ul><ul><li>Donating is another way of helping achieve change </li></ul></ul>
    14. 14. eCampaigning strategy <ul><li>Derived directly from the campaigning strategy </li></ul><ul><li>Messages should be coordinated on all channels </li></ul><ul><li>Adapted to the strengths of audience(s) and channel(s) </li></ul><ul><li>Multi-way: you-to-them, them-to-you, them-to-them </li></ul><ul><li>The fastest way to directly and coherently respond </li></ul><ul><li>Encourage self-organising with direction/support </li></ul>
    15. 15. eCampaigning expertise eCampaigning <ul><li>Direct Marketing </li></ul><ul><li>Direct communication </li></ul><ul><li>Specific calls-to-action </li></ul><ul><li>Trackable, measurable, testable </li></ul><ul><li>Supporter journeys </li></ul><ul><li>Surveying and polling </li></ul><ul><li>Interactive Media </li></ul><ul><li>Email communication </li></ul><ul><li>Web applications </li></ul><ul><li>Usability best practices </li></ul><ul><li>Internet marketing </li></ul><ul><li>Community building </li></ul><ul><li>Communication technology </li></ul><ul><li>Campaigning </li></ul><ul><li>Campaigning planning </li></ul><ul><li>Influencing </li></ul><ul><li>Mobilising </li></ul><ul><li>Generic </li></ul><ul><li>Negotiating </li></ul><ul><li>Coordinating </li></ul><ul><li>Collaborating </li></ul>
    16. 16. Hard work: getting organised… Tools Research Authority Budget Benefits Lead Time Coordinated Messaging Signoff Relevance Planning Issues Technical Issues eCampaigning success is largely determined by planning issues – not technical Creativity Skills Experience Strategy Analysis
    17. 17. Examples of hard work <ul><li>Build, sustain and deepen relationship with supporters </li></ul><ul><li>User experience: fine-tune, constantly test + improve </li></ul><ul><li>Learn what works and abandon poor performers </li></ul><ul><li>Plan a story arc over the life of the campaign </li></ul><ul><li>Plan actions with an offline aspect funded by supporters </li></ul><ul><li>Great case: Amnesty Belgium: Wake Up Humans </li></ul>
    18. 18. Case Study: Amnesty International Belgium ‘Wake Up Humans’: 2009
    19. 21. Click to play video
    20. 27. Lessons <ul><li>They had commitment throughout the organisation </li></ul><ul><li>They planned and executed the idea well </li></ul><ul><li>They integrated the idea online and offline </li></ul><ul><li>The success factor was not recruitment or mobilisation (the common ones), but public reaction </li></ul><ul><li>Others? </li></ul><ul><li>Success? Why? </li></ul><ul><li>Ultimate lesson : e-campaigning success is still determined by the quality of the planning and strategy </li></ul>
    21. 28. Questions? Comments? <ul><li>Learn more at </li></ul><ul><li>eCampaigning Community: http://fairsay.com/ecflist </li></ul><ul><li>FairSay Blog: http://fairsay.com/ blog </li></ul><ul><li>Care2’s Frogloop Blog: http://frogloop.org </li></ul><ul><li>Contact me: </li></ul><ul><li>Duane Raymond </li></ul><ul><li>[email_address] </li></ul><ul><li>Skype: fairsay </li></ul><ul><li>http://fairsay.com </li></ul>