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What it takes to be successful in e-campaigning

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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
Sorry I can’t be there! = + Duane Volcano Justin
eCampaigning: What is it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
eCampaigning = campaigning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
One more campaigning model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],New approaches build on and compliment proven approaches
Many Models of eCampaigning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is e-campaigning ‘success’? ,[object Object],              Recruit?  Attention? Debate? Behaviour Change? Law Change? Enforcement? Perception Change? Prevention? Witness? Participate?
Common: email-to-action model                                      
Three ways to be successful in e-campaigning…
1. Money ,[object Object],[object Object],[object Object]
2. Luck ,[object Object],[object Object],[object Object]
3. Strategy, expertise, hard work ,[object Object],[object Object],[object Object]
Ideal: have all three ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
eCampaigning strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
eCampaigning expertise eCampaigning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Examples of hard work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Amnesty International Belgium ‘Wake Up Humans’: 2009
 
 
Click to play video
 
 
 
 
 
Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions? Comments? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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What it takes to be successful in e-campaigning

  • 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. Sorry I can’t be there! = + Duane Volcano Justin
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  • 8. Common: email-to-action model                                      
  • 9. Three ways to be successful in e-campaigning…
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  • 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
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  • 18. Case Study: Amnesty International Belgium ‘Wake Up Humans’: 2009
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Editor's Notes

  1. 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?)