43 campaigns
Presented by Phillip Smith to
Greenpeace Canada on October 14th, 2005

You

About online campaigns

How can I make that
inspirational?

Well... I could talk
about some campaigns
I’ve helped out with

Billionaires for Bush

B4B photo

B4B photo

Signs

Merchandise

Radio Ads

The beginning...
•Officially launched January 2004
•Had an initial budget of $1000
•Two chapters

By November 2004
•A dynamic network of 100 on-the-ground
chapters
•An online community of 10,000+ activists
•Over 250 major media mentions
•Raised a campaign budget of $200,000 USD

Richard

Me

Online campaigning
today

Online campaigning
today

Online campaigning
tomorrow

Tomorrow?

Traditional campaigns

Castle image

I’ve often thought they
could be more like a
Bazaar...

Castle image

Broadcast

1 to many

Top down

Planned & implemented

I’ve often thought they
could be more like a
Bazaar...

Narrowcast

Many-to-many

Bottom-up

Organic

Traditional online
campaigning

Online campaigning 1.0

But... the Web is still
evolving!

Gmail

Gmaps

Gtalk

Flickr

Del.icio.us

Web 2.0

Distributed
Networked
User-centric

So...
How does this impact
online campaigning?

New tools

New communities

New activities

Radio to TV to Internet

+ not vs.

What is this shift
called?

Some folks call it

Mass networking

Network-centric
advocacy

Open-source
campaigning

Online Campaigning 2.0

Kleercut.net = 1.0

Kleercut.net
+
Flickr.com

=
Online campaigning 1.5

Online campaigning 2.0

Puts the user in the
middle

Or... connects into the
larger network

What does it look like?

Once upon a time...

31 days
+
12 months
=
43 folders

43folders.com

43things.com

43people.com

43places.com

And to thousands of
other people who want
to Get Things Done,
know each other, or
visit new places.

Online campaigning 2.0

Part of a network of
tools, communities, and
activities

Tools like...

Upcoming.org

Fundable.org

http://www.wordofblog
.net/index.php

http://moport.org/

http://www.conversate.
org/

Search the future

Forward Track

Communities like

http://www.bbc.co.uk/d
na/actionnetwork/

Tribe.net

MySpace.com

Friendster.com

Lavalife, Nerve,
Act4Love, etc.

Blogsphere
(e.g., Treehugger,
Worldchanging)

Activities like

http://www.notapatheti
c.com/

http://www.placeopedia
.com/

http://www.yourhistory
here.com/

http://www.delocator.net and http://www.delocator.ca/

What might an online
campaign 2.0 look like?

That’s for you to
decide

43campaigns

43 campaigns
Presented by Phillip Smith to
Greenpeace Canada on October 14th, 2005
Presentation style heavily influenced by Dick Hardt and
Lawrence Lessig

Some recent campaigns
that I like:

Numa Numa!