Online engagement

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Acknowledge traditional owners: Gadigal clan of the Eora nation Slide photo: CC Iron Tonic, “Replacement”, http://www.flickr.com/photos/ironictonic/415046034/

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Online engagement - Presentation Transcript

  1. Online engagement Priscilla Brice-Weller April 2007
  2. Online campaigning: antar.org.au Blog: solidariti.com
  3. 1 1
  4.  
  5. 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 …
  6. Too much Web 2.0? ( www.go2web20.net )
  7. 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
  8.  
    • 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?”
  9.  
    • 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
  10. 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
  11. 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
  12. Good example – demographic website
  13. 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!
  14.  
    • Good example – blogs (+ Technorati):
    • joinred.blogspot.com
    • oxfam.org.uk/generationwhy/blog/
  15. 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
  16. Two good examples: maps www.hopespreads.org
  17. Two good examples: maps www.healthcarethatworks.org
  18. 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
  19. The future?

+ pbwpbw, 3 years ago

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