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Internet in Advocacy Work
    Chris Raymaekers | IPHU-Kisumu | April 2010
Useful features of the
   modern day web
Do I need a web presence?

Defining your web strategy

Composing an organizationa...
Blogs (3   rd
                party hosted)
Blogs (self hosted)
3rd party hosted                Self hosted blogs
    blogs                       ●   Stand-alone or
●   Blogger,         ...
tch
            fuse d? Wa
Sti ll con               h, a
              in  Englis
RSS     in Pla           i ng
          ...
Aggregation in Google Reader
Aggregation in another website
E-mail campaigns
& petitions
Surveys
Watch                   h, a
                                   Englis
Wikis (online
                               in
   ...
Connect to people
Connect to people
●   Social networking.
       –   MySpace, Facebook, LinkedIn, ...
●   Social bookmarking.
       –   De...
State of the art
Web = information source
-> WEB 1.0

Web = participation platform
-> WEB 2.0
Useful features of the modern day web




Do I need a web presence?
Defining your web strategy

Composing an organizationa...
Internet Usage Worldwide
                          Population      Internet Users   Internet Usage,   % Population      Us...
Yes, you DO
That's Why!
●   Growing number of Internet users.
       –   But beware of digital divide, choose
            your target ...
Things 2 consider b4 u jump in

1)Define your objectives! Then choose
 the most appropriate technology

2)Be realistic! Ba...
Useful features of the modern day web

Do I need a web presence?




Defining your web strategy
Composing an organizationa...
The Theory
Four Phases

1)Plan it out based on the
 requirements.

2)Build it (or have it build).

3)Promote it.

4)Maintain it.
1. Plan
●   Take an inventory of what you already have
    for a web presence
●   Take an inventory of what the others are...
2. Build
●   Define content requirements

    –   content types, workflow, content
        management, ...
●   Define func...
Use a FOSS CMF!
●   Usage of a Content
    Management Framework
    reduces the time to build
    a site dramatically

●  ...
3. Promote
●   Launch your site
●   Include URL in all your communication:
    brochures, letterheads, e-mail signatures,
...
4. Maintain
●   Upload content
●   Monitor web statistics
●   Develop best practices based on user
    feedback and web st...
Google Analytics
The Facts
(Based on my experiences as a
volunteer for almost 2 years.)
Challenges
●   Find somebody that takes on responsibility and who's
    dedicated to make it work

●   Gathering the neces...
Remedies
●   Organization must be convinced of the added
    value of the website, so it gets the priority
    it needs/de...
Intro

Useful features of the modern day web

Do I need a web presence?

Defining your web strategy




Composing an organ...
A few tips...
*Website is the visiting
card of your organization

●   Present your organization as an
    active, dynamic movement
●   Y...
*Visitor will return if you
     grab his/her attention

●   Design the site with the end user in
    mind: visual style, ...
*Get your audience
                involved

●   Introduce Arouse -> Organize ->
    Mobilize elements into your website
*->Arouse
●   Create interest in your cause by
    offering a variety of captivating
    content
●   Highlight current act...
*->Organize
●   Stimulate interactivity, actively pursue reactions and
    feedback from users

●   Promote campaigns and ...
*->Mobilize
●   Stimulate members to engage in
    interest groups. Groups provide the
    same functionality as e.g.
    ...
Use a phased approach...
1.- Basic Organizational
        website




          ?
1.- Basic Organizational
                     website
●   Press Releases
●   News (write-ups, photo stories, video,...)
● ...
2.- Add Interaction
●   Allow comments
●   Use polls/surveys
●   E-mail campaigns and online petitions
●   Interaction wil...
3.- Build Community
●   Allow user accounts
●   Create added value for registered
    users
●   Interest groups
●   Online...
Intro

Useful features of the modern day web

Do I need a web presence?

Defining your web strategy

Composing an organiza...
You are free:

to Share — to copy, distribute and transmit the work

to Remix — to adapt the work


Under the following co...
Internet in-advocacy-work
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Transcript of "Internet in-advocacy-work"

  1. 1. Internet in Advocacy Work Chris Raymaekers | IPHU-Kisumu | April 2010
  2. 2. Useful features of the modern day web Do I need a web presence? Defining your web strategy Composing an organizational website Demo
  3. 3. Blogs (3 rd party hosted)
  4. 4. Blogs (self hosted)
  5. 5. 3rd party hosted Self hosted blogs blogs ● Stand-alone or ● Blogger, hosted on Wordpress, ... organizational website ● Free ● Personal blog or ● Easy to use campaign blog Watch nglish , a ● Cost for domain in E in Pla Blogs name & hosting in fun video in Craf ts Pla Co mmon h seri es. ● Development Englis
  6. 6. tch fuse d? Wa Sti ll con h, a in Englis RSS in Pla i ng o e xplain coo l vide plain , euh, RSS in h Englis Syndication
  7. 7. Aggregation in Google Reader
  8. 8. Aggregation in another website
  9. 9. E-mail campaigns & petitions
  10. 10. Surveys
  11. 11. Watch h, a Englis Wikis (online in in Pla Wikis in fun video lain n Crafts P ommo collaboration) C es. h seri Englis
  12. 12. Connect to people
  13. 13. Connect to people ● Social networking. – MySpace, Facebook, LinkedIn, ... ● Social bookmarking. – Delicious, Connotea, ... ● Social video/photo sharing. – Vimeo, YouTube, Flickr, Picassa, ...
  14. 14. State of the art Web = information source -> WEB 1.0 Web = participation platform -> WEB 2.0
  15. 15. Useful features of the modern day web Do I need a web presence? Defining your web strategy Composing an organizational website Demo
  16. 16. Internet Usage Worldwide Population Internet Users Internet Usage, % Population Usage % Growth World Regions ( 2009 Est.) Dec/31, 2000 Latest Data (Penetration) % of World 2000-2009 Africa 991,002,342 4,514,400 86,217,900 9 5 1,810 Asia 3,808,070,503 114,304,000 764,435,900 20 42 569 Europe 803,850,858 105,096,093 425,773,571 53 24 305 Middle East 202,687,005 3,284,800 58,309,546 29 3 1,675 North America 340,831,831 108,096,800 259,561,000 76 14 140 Latin America/Caribbean 582,662,468 18,068,919 186,922,050 32 10 934 Oceania / Australia 34,700,201 7,620,480 21,110,490 61 1 177 WORLD TOTAL 6,767,805,208 360,985,492 1,802,330,457 27 100 399
  17. 17. Yes, you DO
  18. 18. That's Why! ● Growing number of Internet users. – But beware of digital divide, choose your target audience carefully. ● Internet is cheap compared to other means of communication. ● State of the art FOSS technology makes it easy to create a web presence.
  19. 19. Things 2 consider b4 u jump in 1)Define your objectives! Then choose the most appropriate technology 2)Be realistic! Balance the scope of your project with the available resources (money and men) 3)Use a phased approach! Start with the basics -> assess impact -> then add additional functionality
  20. 20. Useful features of the modern day web Do I need a web presence? Defining your web strategy Composing an organizational website Demo
  21. 21. The Theory
  22. 22. Four Phases 1)Plan it out based on the requirements. 2)Build it (or have it build). 3)Promote it. 4)Maintain it.
  23. 23. 1. Plan ● Take an inventory of what you already have for a web presence ● Take an inventory of what the others are doing ● Define your top level requirements – what do you want to achieve? ● Define your target audience(s) ● Assign responsibilities
  24. 24. 2. Build ● Define content requirements – content types, workflow, content management, ... ● Define functional requirements – user management, transactional functions, ... ● Develop information architecture – blueprint of how the site is laid-out ● Develop a creative design – look and feel of the site
  25. 25. Use a FOSS CMF! ● Usage of a Content Management Framework reduces the time to build a site dramatically ● Most common functionality is available out-of-the- box ● Phased approach possible thanks to modular architecture
  26. 26. 3. Promote ● Launch your site ● Include URL in all your communication: brochures, letterheads, e-mail signatures, campaign materials, t-shirts, ... ● Search Engine registration and optimization ● Affiliate marketing ● Newsletters
  27. 27. 4. Maintain ● Upload content ● Monitor web statistics ● Develop best practices based on user feedback and web statistics ● Apply CMS patches and updates
  28. 28. Google Analytics
  29. 29. The Facts (Based on my experiences as a volunteer for almost 2 years.)
  30. 30. Challenges ● Find somebody that takes on responsibility and who's dedicated to make it work ● Gathering the necessary input during plan & build phase ● Maintenance of the website (unlock the full potential) ● Promotion of the website ● Website not seen as part of overall advocacy and campaign effort ● Strategy for the longer term
  31. 31. Remedies ● Organization must be convinced of the added value of the website, so it gets the priority it needs/deserves ● Internet strategy must be integral part of the advocacy and campaign effort to unlock full potential ● Project must be planned and implemented in a professional way
  32. 32. Intro Useful features of the modern day web Do I need a web presence? Defining your web strategy Composing an organizational website Demo
  33. 33. A few tips...
  34. 34. *Website is the visiting card of your organization ● Present your organization as an active, dynamic movement ● Your vision/mission should be reflected through the website
  35. 35. *Visitor will return if you grab his/her attention ● Design the site with the end user in mind: visual style, content, tone, ... ● Provide relevant content and resources
  36. 36. *Get your audience involved ● Introduce Arouse -> Organize -> Mobilize elements into your website
  37. 37. *->Arouse ● Create interest in your cause by offering a variety of captivating content ● Highlight current activities ● Provide background and analysis for 'advanced' users ● Blogs can add a personal touch
  38. 38. *->Organize ● Stimulate interactivity, actively pursue reactions and feedback from users ● Promote campaigns and call for volunteers – Define role of the website in campaign concept – Provide offering for people to join the campaign ● Call for membership – Develop and promote offering for members ● E.g. rate/comment on content, newsletter for members, access to selected materials, membership of interest groups, ...
  39. 39. *->Mobilize ● Stimulate members to engage in interest groups. Groups provide the same functionality as e.g. Yahoogroups but are self hosted ● Interest groups can be created – For each chapter – To discuss a certain issue or subject – To prepare or manage a campaign
  40. 40. Use a phased approach...
  41. 41. 1.- Basic Organizational website ?
  42. 42. 1.- Basic Organizational website ● Press Releases ● News (write-ups, photo stories, video,...) ● Resources ● About Us ● Contact Form ● Campaigns? ● Fundraising?
  43. 43. 2.- Add Interaction ● Allow comments ● Use polls/surveys ● E-mail campaigns and online petitions ● Interaction will require more resources for moderation and response
  44. 44. 3.- Build Community ● Allow user accounts ● Create added value for registered users ● Interest groups ● Online collaboration ● Blogs for members
  45. 45. Intro Useful features of the modern day web Do I need a web presence? Defining your web strategy Composing an organizational website Demo
  46. 46. You are free: to Share — to copy, distribute and transmit the work to Remix — to adapt the work Under the following conditions: Attribution — You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work). Noncommercial — You may not use this work for commercial purposes. Share Alike — If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar license to this one.
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