Online campaigning 101




                Online campaigning 101


                                Presented by
         ...
Online campaigning 101




      The Internet is transforming
      the face of activism
Online campaigning 101




      Every campaigner must struggle
      with this evolution
Online campaigning 101




      As a campaigner, you’re
      struggling to do more with less
Online campaigning 101




      Low-cost, exponential, growth
      is possible with technology
Online campaigning 101




      Use the Web to grow your
      campaigns quickly, and on a
      budget
Online campaigning 101
Online campaigning 101




      Internet communication is
      unique
Online campaigning 101
Online campaigning 101

Internet communication is unique



      Writing for the Web
Online campaigning 101

Internet communication is unique » Writing for the Web



      Style
Online campaigning 101

Internet communication is unique » Writing for the Web



      Reverse pyramid



               ...
Online campaigning 101

Internet communication is unique » Writing for the Web



      The three P’s
Online campaigning 101
Online campaigning 101

Internet communication is unique



      It’s not paper: use it differently
Online campaigning 101

Internet communication is unique » It’s not paper



      Above the fold
Online campaigning 101

Internet communication is unique » It’s not paper



      Write to be scanned
Online campaigning 101

Internet communication is unique » It’s not paper



            Headlines and subject lines
Online campaigning 101
Online campaigning 101

Internet communication is unique



      Use your voice
Online campaigning 101

Internet communication is unique » Use your voice



      Personal and informal
Online campaigning 101

Internet communication is unique » Use your voice



      Keep it simple silly.
Online campaigning 101

Internet communication is unique » Use your voice



       A picture is worth a 1000 words
Online campaigning 101
Online campaigning 101




      Logic extends to the Web too
Online campaigning 101
Online campaigning 101

Logic extends to the Web too



      Define your audience
Online campaigning 101

Logic extends to the Web too



      Figure out what is important
Online campaigning 101

Logic extends to the Web too



      Prioritize the common interest
Online campaigning 101
Online campaigning 101




      The ladder of engagement
Online campaigning 101
Online campaigning 101

The ladder of engagement


      Explain why taking action is
      important
Online campaigning 101

The ladder of engagement


      Define the rungs of your ladder
      in advance
Online campaigning 101

The ladder of engagement


      What you need,
      when you need it
Online campaigning 101
Online campaigning 101




      Getting the basics in place
      BEFORE you get fancy
Online campaigning 101
Online campaigning 101

The basics in place » What tools are needed


      Determine what online
      campaign tools are...
Online campaigning 101

The basics in place » What tools are needed


      E-mail capabilities, sms, and a
      communic...
Online campaigning 101

The basics in place » What tools are needed


      Publishing: blogs, galleries, and
      more
Online campaigning 101

The basics in place » What tools are needed


      Local groups and social
      networks
Online campaigning 101
Online campaigning 101

The basics in place



      Develop a sustainability plan
Online campaigning 101

The basics in place » A sustainability plan



      Who’s going to update the site?
Online campaigning 101

The basics in place » A sustainability plan



      Send the e-mails?
Online campaigning 101

The basics in place » A sustainability plan


      Fix problems when they occur
      (unexpected...
Online campaigning 101
Online campaigning 101

The basics in place


      Most importantly: breath life
      into it!
Online campaigning 101

The basics in place » Breath life into it


      Cultural metaphors and
      artifacts
Online campaigning 101

The basics in place » Breath life into it



      The viral seed
Online campaigning 101

The basics in place » Breath life into it



      The campaign is the brand
Online campaigning 101
Online campaigning 101
Online campaigning 101
Online campaigning 101
Online campaigning 101




      Will you be able to use the
      Internet effectively to create
      change?
Online campaigning 101




      So much change is needed, and
      there’s so little time
Online campaigning 101




      Use the Web to grow your
      campaigns quickly, and on a
      budget
Online campaigning 101




      Build engagement with an
      integrated approach
Online campaigning 101




      The Internet: double your
      outputs in half the time
Online campaigning 101




                Online campaigning 101


                                Presented by
         ...
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Online Campaigning 101

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Delivered to the staff of Greenpeace Canada at the November 2006 campaigns retreat. Co-presenter Eric Squair.

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Online Campaigning 101

  1. 1. Online campaigning 101 Online campaigning 101 Presented by Eric Squair & Phillip Smith
  2. 2. Online campaigning 101 The Internet is transforming the face of activism
  3. 3. Online campaigning 101 Every campaigner must struggle with this evolution
  4. 4. Online campaigning 101 As a campaigner, you’re struggling to do more with less
  5. 5. Online campaigning 101 Low-cost, exponential, growth is possible with technology
  6. 6. Online campaigning 101 Use the Web to grow your campaigns quickly, and on a budget
  7. 7. Online campaigning 101
  8. 8. Online campaigning 101 Internet communication is unique
  9. 9. Online campaigning 101
  10. 10. Online campaigning 101 Internet communication is unique Writing for the Web
  11. 11. Online campaigning 101 Internet communication is unique » Writing for the Web Style
  12. 12. Online campaigning 101 Internet communication is unique » Writing for the Web Reverse pyramid Main point Details Details Details
  13. 13. Online campaigning 101 Internet communication is unique » Writing for the Web The three P’s
  14. 14. Online campaigning 101
  15. 15. Online campaigning 101 Internet communication is unique It’s not paper: use it differently
  16. 16. Online campaigning 101 Internet communication is unique » It’s not paper Above the fold
  17. 17. Online campaigning 101 Internet communication is unique » It’s not paper Write to be scanned
  18. 18. Online campaigning 101 Internet communication is unique » It’s not paper Headlines and subject lines
  19. 19. Online campaigning 101
  20. 20. Online campaigning 101 Internet communication is unique Use your voice
  21. 21. Online campaigning 101 Internet communication is unique » Use your voice Personal and informal
  22. 22. Online campaigning 101 Internet communication is unique » Use your voice Keep it simple silly.
  23. 23. Online campaigning 101 Internet communication is unique » Use your voice A picture is worth a 1000 words
  24. 24. Online campaigning 101
  25. 25. Online campaigning 101 Logic extends to the Web too
  26. 26. Online campaigning 101
  27. 27. Online campaigning 101 Logic extends to the Web too Define your audience
  28. 28. Online campaigning 101 Logic extends to the Web too Figure out what is important
  29. 29. Online campaigning 101 Logic extends to the Web too Prioritize the common interest
  30. 30. Online campaigning 101
  31. 31. Online campaigning 101 The ladder of engagement
  32. 32. Online campaigning 101
  33. 33. Online campaigning 101 The ladder of engagement Explain why taking action is important
  34. 34. Online campaigning 101 The ladder of engagement Define the rungs of your ladder in advance
  35. 35. Online campaigning 101 The ladder of engagement What you need, when you need it
  36. 36. Online campaigning 101
  37. 37. Online campaigning 101 Getting the basics in place BEFORE you get fancy
  38. 38. Online campaigning 101
  39. 39. Online campaigning 101 The basics in place » What tools are needed Determine what online campaign tools are needed
  40. 40. Online campaigning 101 The basics in place » What tools are needed E-mail capabilities, sms, and a communications plan
  41. 41. Online campaigning 101 The basics in place » What tools are needed Publishing: blogs, galleries, and more
  42. 42. Online campaigning 101 The basics in place » What tools are needed Local groups and social networks
  43. 43. Online campaigning 101
  44. 44. Online campaigning 101 The basics in place Develop a sustainability plan
  45. 45. Online campaigning 101 The basics in place » A sustainability plan Who’s going to update the site?
  46. 46. Online campaigning 101 The basics in place » A sustainability plan Send the e-mails?
  47. 47. Online campaigning 101 The basics in place » A sustainability plan Fix problems when they occur (unexpectedly)
  48. 48. Online campaigning 101
  49. 49. Online campaigning 101 The basics in place Most importantly: breath life into it!
  50. 50. Online campaigning 101 The basics in place » Breath life into it Cultural metaphors and artifacts
  51. 51. Online campaigning 101 The basics in place » Breath life into it The viral seed
  52. 52. Online campaigning 101 The basics in place » Breath life into it The campaign is the brand
  53. 53. Online campaigning 101
  54. 54. Online campaigning 101
  55. 55. Online campaigning 101
  56. 56. Online campaigning 101
  57. 57. Online campaigning 101 Will you be able to use the Internet effectively to create change?
  58. 58. Online campaigning 101 So much change is needed, and there’s so little time
  59. 59. Online campaigning 101 Use the Web to grow your campaigns quickly, and on a budget
  60. 60. Online campaigning 101 Build engagement with an integrated approach
  61. 61. Online campaigning 101 The Internet: double your outputs in half the time
  62. 62. Online campaigning 101 Online campaigning 101 Presented by Eric Squair & Phillip Smith

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