Online engagement

Online engagement Priscilla Brice-Weller April 2007

Online campaigning: antar.org.au Blog: solidariti.com

public diaries photo albums correspondence calendars address books private online offline “ Web 2.0”

Web 2.0 : user-generated
Digg : vote for top stories
Blogs & YouTube : community journalism and commenting
Flickr : everyone’s a photographer
MySpace : everyone’s your friend
Twitter : your thoughts for the world to see
Facebook : tell everyone who your business contacts are
etc, etc, etc …

Too much Web 2.0? ( www.go2web20.net )

At what stage will people be engaged by the use of these Web 2.0 tools? sympathisers activists Simple actions: Web 2.0 engagement (previous chart) Professional activists Active members: attending meetings, becoming passionate Sympathisers will start using Web 2.0 tools to engage with your cause early on, and continue using them through to the activist stage. Easy actions: writing blog posts about issues, emailing a politician Advocates: engaging other people Specific, tangible actions: donating, volunteering, downloading and using online materials offline

each tool requires significant resources
not-for-profit orgs need:
to be strategic about which tools they use
a range of tools that, collectively, helps them reach the target audience
to question for each tool “does effort = effect?”

Good example – MySpace
Join (RED) : myspace.com/joinred
Connect to a new community
Tell “friends” your latest news
Ask people to take action, donate, volunteer
Use the blog

myspace.com/nonprofitorganizations: The first 5,000 friends took 5 months and 25 days to achieve. The second 5,000 friends only took 2 months and 5 days. myspace.com/ant4r: After about three months, we have about 200 friends. MySpace friends

MySpace age demographic Source: http://www.comscore.com/press/release.asp?press=1019 % of audience Age 11.0% 55 + 40.6% 35-54 16.7% 25-34 18.1% 18-24 11.9% 12-17 Total audience, August 2006

Good example – demographic website

Good example – Corporate site
Movember : movember.com
Target audience
Professional site = credibility
Up-to-date
Fun stuff: templates for posters, tshirts, stencils, stickers, removable tattoos
Keep backups!

Good example – blogs (+ Technorati):
joinred.blogspot.com
oxfam.org.uk/generationwhy/blog/

Good examples: email newsletters Subscribe to other organisations’ newsletters to see how they do it
WWF Futuremakers
Oxfam Great Britain’s “Generation Why”
Amnesty & Greenpeace’s campaign newsletters
See Campaign Monitor for good corporate examples
Keep branding consistent
Keep database up-to-date
Keep content to-the-point

Two good examples: maps www.hopespreads.org

Two good examples: maps www.healthcarethatworks.org

Good example: bespoke
Sea of Hands: seaofhands.antar.org.au
Personalise
Community
Take action
Funding + expertise
Also see: futuremakers.com.au, freerangegraphics.com, gamesforchange.org, habbo.com, secondlife.com

consistent branding and message

The future?

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Online engagement

by Priscilla Brice-Weller

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