Online engagement Priscilla Brice-Weller April 2007

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

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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 …

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?”

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

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!

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 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

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

Sea of Hands: seaofhands.antar.org.au

Personalise

Community

Take action

Funding + expertise

consistent branding and message

consistent branding and message

The future?