Using online technology for awareness-raising and community-building Priscilla Brice-Weller March 2007

Got a website? Make sure everyone can use it! The basics Download speed Browsers Fonts Images Content Optimised for search engines Hiring a contractor Web standards, particularly “WCAG Priority 2”

The basics

Download speed

Browsers

Fonts

Images

Content

Optimised for search engines

Hiring a contractor

Web standards, particularly “WCAG Priority 2”

Writing for the web Be direct Visitors will scan rather than read, so: one idea per paragraph omit needless words break text up with subheadings and bullet points Make it about the visitor “ we will do X” becomes “you will get Y”

Be direct

Visitors will scan rather than read, so:

one idea per paragraph

omit needless words

break text up with subheadings and bullet points

Make it about the visitor

“ we will do X” becomes “you will get Y”

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

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

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?”

Online calendars Geek level: Time involved: Cost: Effectiveness:

Online calendars Eventful: www.eventful.com Upcoming: www.upcoming.org

Eventful: www.eventful.com

Upcoming: www.upcoming.org

Online photo albums Geek level: Time involved: Cost: Effectiveness:

Online photo albums Flickr.com : more than just a photo album Nature Conservancy photo competition now has >15,000 photos Anti-Starbucks petition asked people to take photos of themselves holding a message Oxfam Trailwalker asked people to upload photos via mobile during an event

Flickr.com : more than just a photo album

Nature Conservancy photo competition now has >15,000 photos

Anti-Starbucks petition asked people to take photos of themselves holding a message

Oxfam Trailwalker asked people to upload photos via mobile during an event

Sites for a particular demographic Geek level: Time involved: Cost: Effectiveness:

Sites for a particular demographic Some sites already have a captive audience that you can communicate with, e.g. Act Now – actnow.com.au

Some sites already have a captive audience that you can communicate with, e.g. Act Now – actnow.com.au

Your website Geek level: Time involved: Cost: Effectiveness:

Your website 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!

Images Cheap or free photos for community orgs: stock.xchng ( sxc.hu ) Image * After (imageafter.com) flickr ( flickr.com ) istockphoto ( istockphoto.com )

Cheap or free photos for community orgs:

stock.xchng ( sxc.hu )

Image * After (imageafter.com)

flickr ( flickr.com )

istockphoto ( istockphoto.com )

Blogs Geek level: Time involved: Cost: Effectiveness:

Your blog: general pointers carnival guest bloggers frequent, timely, have something to say RSS feed monitor comments spam don’t delete negative comments respond to comments if required thank people who link to you

carnival

guest bloggers

frequent, timely, have something to say

RSS feed

monitor comments

spam

don’t delete negative comments

respond to comments if required

thank people who link to you

Your blog: who writes it? Your blog writer should: be excited about writing the blog is not necessarily your most articulate writer write like they’re talking to a close friend (sincere, may write about how a situation makes them feel)

Your blog writer should:

be excited about writing the blog

is not necessarily your most articulate writer

write like they’re talking to a close friend (sincere, may write about how a situation makes them feel)

Everyone else’s blog word of mouth establish and maintain relationships with bloggers who could help get your message out www.technorati.com blogsearch.google.com

word of mouth

establish and maintain relationships with bloggers who could help get your message out

MySpace Geek level: Time involved: Cost: Effectiveness:

Good examples (Product)Red: myspace.com/joinred Nonprofit Organizations Myspace: myspace.com/nonprofitorganizationsmyspace Fairtrade woman: myspace.com/fairtradewoman Impact Awards: myspace.com/impactawards Age article about MySpace Maintain brand consistency Keep it up-to-date (visit it EVERY DAY) Alternatives to MySpace = Bebo, Virb

(Product)Red: myspace.com/joinred

Nonprofit Organizations Myspace: myspace.com/nonprofitorganizationsmyspace

Fairtrade woman: myspace.com/fairtradewoman

Impact Awards: myspace.com/impactawards

Age article about MySpace

Maintain brand consistency

Keep it up-to-date (visit it EVERY DAY)

Alternatives to MySpace = Bebo, Virb

Email newsletters Geek level: Time involved: Cost: Effectiveness:

Email newsletters MailBuild: www.mailbuild.com Keep branding consistent Keep database up-to-date Heaps of tips on Campaign Monitor: www.campaignmonitor.com/resources/

MailBuild: www.mailbuild.com

Keep branding consistent

Keep database up-to-date

Heaps of tips on Campaign Monitor: www.campaignmonitor.com/resources/

Videos Geek level: Time involved: Cost: Effectiveness:

Videos YouTube ban in Victoria Dove’s campaign for real beauty: campaignforrealbeauty.com Avaaz video + petition makes it more powerful: avaaz.org/en/stop_the_clash/bb.php A bit sick – Oxfam pharma campaign: youtube.com/watch?v=laanxtKeuLU Blame Canada – Greenpeace: greenpeace.org/australia/news-and-events/news/deep-sea/bottom-trawling-the-un-decide Alternatives to YouTube = DoGooder ( dogooder.tv ) and KarmaTube ( karmatube.org )

YouTube ban in Victoria

Dove’s campaign for real beauty: campaignforrealbeauty.com

Avaaz video + petition makes it more powerful: avaaz.org/en/stop_the_clash/bb.php

A bit sick – Oxfam pharma campaign: youtube.com/watch?v=laanxtKeuLU

Blame Canada – Greenpeace: greenpeace.org/australia/news-and-events/news/deep-sea/bottom-trawling-the-un-decide

Alternatives to YouTube = DoGooder ( dogooder.tv ) and KarmaTube ( karmatube.org )

Maps Geek level: Time involved: Cost: Effectiveness:

Maps Be the full stop: bethefullstop.com Yahoo’s 18seconds: green.yahoo.com Healthcare that works: healthcarethatworks.org Knitting for peace: frappr.com/afghansforafghansknitcrochetvolunteers

Be the full stop: bethefullstop.com

Yahoo’s 18seconds: green.yahoo.com

Healthcare that works: healthcarethatworks.org

Knitting for peace: frappr.com/afghansforafghansknitcrochetvolunteers

Create your own Geek level: Time involved: Cost: Effectiveness:

Create your own Future is Man Made (WWF): futuremakers.com.au Virtual worlds Habbo: habbo.com Second Life: secondlife.com Viral applications Donkey John: donkeyjohn.com Games for Change: gamesforchange.org Free Range Studios: freerangegraphics.com

Future is Man Made (WWF): futuremakers.com.au

Virtual worlds

Habbo: habbo.com

Second Life: secondlife.com

Viral applications

Donkey John: donkeyjohn.com

Games for Change: gamesforchange.org

Free Range Studios: freerangegraphics.com

statistics Assess whether your strategy is working Google stats: www.google.com/analytics Website statistics: # visitors # hits top 10 pages popular days # MySpace friends [or friends on other sites] Email bulletin statistics: open rates, click-thrus, unsubscribes, subscribes

Assess whether your strategy is working

Google stats: www.google.com/analytics

Website statistics:

# visitors

# hits

top 10 pages

popular days

# MySpace friends [or friends on other sites]

Email bulletin statistics:

open rates, click-thrus, unsubscribes, subscribes

consistent branding and message

consistent branding and message

www.solidariti.com slides from today’s presentation blog – web technologies for nfp’s www.antar.org.au www.myspace.com/ant4r More information…

www.solidariti.com

slides from today’s presentation

blog – web technologies for nfp’s

www.antar.org.au

www.myspace.com/ant4r