Using online technology for awareness-raising and community-building

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Philosophy Slide photo: CC Iron Tonic, “Replacement”, http://www.flickr.com/photos/ironictonic/415046034/

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Using online technology for awareness-raising and community-building - Presentation Transcript

  1. Using online technology for awareness-raising and community-building Priscilla Brice-Weller March 2007
  2.  
  3. 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”
  4. 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”
  5. public diaries photo albums correspondence calendars address books private online offline “ Web 2.0”
  6. 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?”
  7. Online calendars Geek level: Time involved: Cost: Effectiveness:
  8. Online calendars
    • Eventful: www.eventful.com
    • Upcoming: www.upcoming.org
  9. Online photo albums Geek level: Time involved: Cost: Effectiveness:
  10. 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
  11. Sites for a particular demographic Geek level: Time involved: Cost: Effectiveness:
  12. Sites for a particular demographic
    • Some sites already have a captive audience that you can communicate with, e.g. Act Now – actnow.com.au
  13. Your website Geek level: Time involved: Cost: Effectiveness:
  14. 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!
  15.  
  16. Images
    • Cheap or free photos for community orgs:
      • stock.xchng ( sxc.hu )
      • Image * After (imageafter.com)
      • flickr ( flickr.com )
      • istockphoto ( istockphoto.com )
  17. Blogs Geek level: Time involved: Cost: Effectiveness:
  18. 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
  19. 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)
  20. 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
  21. MySpace Geek level: Time involved: Cost: Effectiveness:
  22. 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
  23. Email newsletters Geek level: Time involved: Cost: Effectiveness:
  24. Email newsletters
    • MailBuild: www.mailbuild.com
    • Keep branding consistent
    • Keep database up-to-date
    • Heaps of tips on Campaign Monitor: www.campaignmonitor.com/resources/
  25. Videos Geek level: Time involved: Cost: Effectiveness:
  26. 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 )
  27. Maps Geek level: Time involved: Cost: Effectiveness:
  28. Maps
    • Be the full stop: bethefullstop.com
    • Yahoo’s 18seconds: green.yahoo.com
    • Healthcare that works: healthcarethatworks.org
    • Knitting for peace: frappr.com/afghansforafghansknitcrochetvolunteers
  29. Create your own Geek level: Time involved: Cost: Effectiveness:
  30. 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
  31. 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
    • 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…

+ Priscilla Brice-WellerPriscilla Brice-Weller, 3 years ago

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