Digital Campaigns - Full Deck


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Full trainers' slide deck for digital campaigns training day of e-Mediat.

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Digital Campaigns - Full Deck

  1. 1. Day 3: Trainers’ Slide Deck Digital Campaigns By Mary Joyce March 1, 2011 Beirut, Lebanon Images: (background), digital telepathy (circle)
  2. 2. Rules for Using This Content Creative Commons Attribution License | author: Mary Joyce Attribution – You must attribute the work to author Mary Joyce and to other creators when indicated in this slide deck. Attribution to IIE and US Department of State is optional
  3. 3. Today’s Agenda <ul><ul><li>Key Terms </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Communications Strategy </li></ul></ul><ul><ul><li>Media Choices </li></ul></ul><ul><ul><li>Final Exercise </li></ul></ul>
  4. 4. Training Techniques <ul><ul><li>Paper Presentation </li></ul></ul><ul><ul><li>(need easel or white board) </li></ul></ul><ul><ul><li>Slides </li></ul></ul><ul><ul><li>(Powerpoint, Keynote) </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>(small or full group) </li></ul></ul><ul><ul><li>Discussion </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>(full group) </li></ul></ul>These symbols will be used throughout the slide deck to indicate training method.
  5. 5. <ul><ul><li>What’s Your Cause? </li></ul></ul>Ice Breaker <ul><ul><li>Instructions : </li></ul></ul><ul><ul><li>Each participant writes down a cause on a piece of paper (half an 8x11 sheet or post-it). It could be something they are actively working on or just something they care about. </li></ul></ul><ul><ul><li>The pieces of paper are collected by the facilitator. </li></ul></ul><ul><ul><li>Facilitator randomly tapes a cause to each participant’s back. </li></ul></ul><ul><ul><li>Participants walk around the room and, by asking each other questions about the cause, figure out what cause is written on their back. </li></ul></ul><ul><ul><li>At the end of the exercise, we go around in a circle and each person shares with the group the cause they had on their back. The person who wrote the cause then identifies themselves and explains why they care about it. </li></ul></ul>
  6. 6. Strategy Basics Key Terms Training Methods Campaign Strategy
  7. 7. What is a campaign ? Strategy Basics Key Terms
  8. 8. Strategy Basics Key Terms <ul><ul><li>Election Campaign </li></ul></ul><ul><ul><li>(USA, 2008) </li></ul></ul><ul><ul><li>Campaign Against Street Harassment </li></ul></ul><ul><ul><li>(Egypt, 2005) </li></ul></ul>Images: unknown, Egyptian Center for Women's Rights What are some other examples?
  9. 9. What is a campaign ? Strategy Basics <ul><ul><li>A campaign is a series of actions, taken during a specific time period, in order to achieve a defined goal. </li></ul></ul>Key Terms
  10. 10. <ul><ul><li>Video: The Story of Electronics </li></ul></ul><ul><ul><li>What are some campaigns that could be created around this issue? </li></ul></ul>Strategy Basics Key Terms
  11. 11. What is strategy ? Strategy Basics Key Terms <ul><ul><li>What would make these </li></ul></ul><ul><ul><li>campaigns strategic? </li></ul></ul>
  12. 12. Goal action action action action What is the strategic connection between goals and actions? Strategy Basics Key Terms
  13. 13. In a strategic campaign, all actions you take help you achieve your campaign goal. Goal action action action action Strategy Basics Key Terms
  14. 14. What is a strategy ? Strategy Basics <ul><ul><li>A strategy is a series of planned actions to help you achieve your goal. </li></ul></ul>Key Terms
  15. 15. <ul><ul><li>Trainers’ Reflection </li></ul></ul><ul><ul><li>Do you think it will be necessary to define “campaign” and “strategy” in your NGO trainings? If so, how would you do it? </li></ul></ul>Strategy Basics Key Terms
  16. 16. Strategy Basics Objectives Longterm Mission Short Term Goals Training Methods
  17. 17. <ul><ul><li>Presentation: Beeatoona </li></ul></ul><ul><ul><li>Organizational presentation by local NGO Beeatoona (how they started, mission, resources, past and current projects) </li></ul></ul>Strategy Basics Objectives
  18. 18. <ul><ul><li>Discussion: Beeatoona </li></ul></ul><ul><ul><li>What is Beeatoona’s mission? </li></ul></ul><ul><ul><li>What is one of their campaign goals? </li></ul></ul><ul><ul><li>How are Beeatoona’s campaign goals connected to the overall mission of the organization? </li></ul></ul>Strategy Basics Objectives
  19. 19. What is the strategic connection between organizational mission and campaign goals? Strategy Basics Objectives Organization Mission Campaign Goal
  20. 20. Strategy Basics Objectives Campaign Campaign Campaign Campaign Campaign Campaign The achievement of a campaign goal furthers the mission of the whole organization. Mission Image: adapted from Marshall Ganz
  21. 21. <ul><ul><li>Trainers’ Reflection </li></ul></ul>Strategy Basics Objectives <ul><ul><li>Do you think it will be necessary to define “campaign goal” and “organizational mission” in your NGO trainings? If so, how would you do it? </li></ul></ul>
  22. 22. Strategy Basics Communications Strategy Audience Action Message Training Methods
  23. 23. Action Audience Message Communications Strategy Strategy Basics
  24. 24. <ul><ul><li>Action </li></ul></ul><ul><ul><li>What needs to be done in order for you to achieve the goal of your campaign (can be multiple). </li></ul></ul>Strategy Basics Communications Strategy
  25. 25. <ul><ul><li>Audience </li></ul></ul><ul><ul><li>The people who need to take action in order for you to achieve the goal of your campaign (can be multiple). </li></ul></ul>Strategy Basics Communications Strategy
  26. 26. <ul><ul><li>Audience </li></ul></ul><ul><ul><li>How many audience types can you think of? </li></ul></ul>Strategy Basics Communications Strategy
  27. 27. <ul><ul><li>Audience </li></ul></ul><ul><ul><li>Supporters convince the target to take action. </li></ul></ul>Strategy Basics <ul><ul><li>Supporters </li></ul></ul><ul><ul><li>Target </li></ul></ul>Communications Strategy
  28. 28. <ul><ul><li>Audience </li></ul></ul><ul><ul><li>The target has the power to take the action that will allow you to achieve your goal. </li></ul></ul><ul><ul><li>The supporters have influence over the target. </li></ul></ul>Strategy Basics <ul><ul><li>influence </li></ul></ul><ul><ul><li>power </li></ul></ul>Communications Strategy
  29. 29. <ul><ul><li>Audience </li></ul></ul><ul><ul><li>How would you divide the audience groups previously mentioned among the categories supporters and targets ? What category does media belong in? </li></ul></ul>Strategy Basics Communications Strategy
  30. 30. Where does the media fit in? Communications Strategy Strategy Basics
  31. 31. <ul><ul><li>Audience </li></ul></ul>Strategy Basics <ul><ul><li>Members of the media can help you deliver the message to a range of audiences. </li></ul></ul>Communications Strategy
  32. 32. <ul><ul><li>Message </li></ul></ul><ul><ul><li>What convinces the audience to take action in order for you to achieve the goal of your campaign. </li></ul></ul>Strategy Basics Communications Strategy
  33. 33. <ul><ul><li>Strong Messages </li></ul></ul><ul><ul><li>Hook (why pay attention) </li></ul></ul><ul><ul><li>Outcome (what change will happen) Call to Action (request to make change happen) </li></ul></ul>Strategy Basics Source: Beth Kanter Communications Strategy
  34. 34. <ul><ul><li>Strong Messages : e-Waste and Us </li></ul></ul><ul><ul><li>Hook : We techies are hurting the earth even as we do good work as trainers. </li></ul></ul><ul><ul><li>Outcome : Do good work and do good for the earth. </li></ul></ul><ul><ul><li>Call to Action : Buy less and for the longterm, fix instead of replace, recycle when you discard. </li></ul></ul>Strategy Basics Communications Strategy
  35. 35. <ul><ul><li>Small Group Activity </li></ul></ul><ul><ul><li>Break into 3 groups according to country, each group picks a different Beeatoona audience and develops hook/outcome/call to action for their audience. </li></ul></ul>Strategy Basics Communications Strategy
  36. 36. Images: Flickr/ (background), digital telepathy (circle) <ul><ul><li>Trainers’ Reflection </li></ul></ul><ul><ul><li>Do you think this action-audience- message framework applies in your country? What campaign example would you use in this module? </li></ul></ul>Strategy Basics Communications Strategy
  37. 37. Strategy Basics Media Choices Training Methods
  38. 38. Strategy Basics Media
  39. 39. Strategy Basics Media <ul><ul><li>When use Twitter, TV spot, a flyer? </li></ul></ul>
  40. 40. Strategy Basics Media <ul><ul><li>Digital Media Tools </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Mobile Social Network </li></ul></ul><ul><ul><li>Internet Social Network </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Email List </li></ul></ul><ul><ul><li>Mobile Application </li></ul></ul><ul><ul><li>Security Application </li></ul></ul><ul><ul><li>Example </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Google Groups </li></ul></ul><ul><ul><li>SMS </li></ul></ul><ul><ul><li>HTTPS </li></ul></ul>
  41. 41. <ul><ul><li>Small Group Activity </li></ul></ul><ul><ul><li>Pass out Social Media Cards to each group. Country groups decide which tools would be the best match for the communications strategy they developed in the </li></ul></ul><ul><ul><li>previous exercise. </li></ul></ul>Strategy Basics Media <ul><ul><li>+ Mohamad </li></ul></ul>
  42. 42. <ul><ul><li>Trainers’ Reflection </li></ul></ul><ul><ul><li>Would you use cards in your country? How might you change them? </li></ul></ul>Strategy Basics Media
  43. 43. Advanced Strategy Networked Campaigns Training Methods
  44. 44. <ul><ul><li>Networked </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Include partner organizations and volunteers in capacity estimate (less $ needed) </li></ul></ul><ul><ul><li>Bring in allies (including free agents) early and listen to them </li></ul></ul><ul><ul><li>Include input of all staff and your most committed volunteers </li></ul></ul><ul><ul><li>Joy funerals / listen, learn, adapt </li></ul></ul><ul><ul><li>Share the credit </li></ul></ul><ul><ul><li>Whether campaign fails or succeeds, relationships created increase organizational capacity </li></ul></ul><ul><ul><li>Fortress </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Rely on internal staff and contractors for capacity (more expensive) </li></ul></ul><ul><ul><li>Reach out to partners and volunteers after planning has ended , when asking them to do something </li></ul></ul><ul><ul><li>Only senior staff is included in planning, which is done with little transparency </li></ul></ul><ul><ul><li>Resistance to honest feedback, evaluation is pro-forma </li></ul></ul><ul><ul><li>All success or failure to your organization </li></ul></ul><ul><ul><li>Success and failure is a zero-sum game , since capacity has not increased </li></ul></ul>Strategy Basics Networked Campaigns
  45. 45. <ul><ul><li>Trainers’ Reflection </li></ul></ul><ul><ul><li>How else can you tie together training topics across days? </li></ul></ul>Networked Campaigns Strategy Basics
  46. 46. Strategy Basics Final Exercise Training Methods
  47. 47. <ul><ul><li>Evaluation: What to Measure? </li></ul></ul><ul><ul><li>Did we follow the plan? </li></ul></ul><ul><ul><li>Did audience receive message? </li></ul></ul><ul><ul><li>Did audience take action? </li></ul></ul><ul><ul><li>What platforms, messages, and allies were most/least successful in activating audience? </li></ul></ul><ul><ul><li>Is there audience feedback? </li></ul></ul><ul><ul><li>Any collateral benefits? </li></ul></ul>Strategy Basics Final Exercise
  48. 48. <ul><ul><li>How to Make an Action Plan </li></ul></ul><ul><ul><li>Working Backwards </li></ul></ul><ul><ul><li>Goals > Milestones > Tasks </li></ul></ul>Strategy Basics Final Exercise
  49. 49. <ul><ul><li>Small Group Activity </li></ul></ul><ul><ul><li>Now the participants are divided into two groups. Their task is to combine the different audience plans into one complete media plan for the campaign, along with deadlines. Trainers pick winner. </li></ul></ul>Strategy Basics Final Exercise
  50. 50. <ul><ul><li>Trainers’ Reflection </li></ul></ul><ul><ul><li>On the sheet of paper, mark: </li></ul></ul><ul><ul><li>1 module you will definitely use </li></ul></ul><ul><ul><li>1 module you will use but change </li></ul></ul><ul><ul><li>1 module you will not use </li></ul></ul><ul><ul><li>1 new module </li></ul></ul>Strategy Basics Final Exercise
  51. 51. Shokran! The End