A description of Join me on the Bridge as a campaign. Where it started, how many countries and events have happened over the past 3 years. The idea behind the campaign. How many people work on it.
What are the campaign objectives? How will it benefit the organisation. What will it mean to programme participants? How does it benefit the people involved?
Some key figures about the campaign results. How many events, countries and continents? How many people at the London event?
In terms of digital results, there was a… 17.6% increase in followers between January (start of campaign promotion) and March. [ 5,316 - 6,254] #Bridge12 had 2.1 million impressions on 8th March #Bridge12 tweeted nearly 12-hundred on 7th and 8th March And more than 1,500 people RT’d @WomenforWomenUK’s content There was a.. 24.1% increase in Facebook Likes [3,537 - 4,390] and viral reach and Talking about this went up by over 2000 and over 500% respectively. High-profile supporters who tweeted about the campaign: Sarah Brown – over 1 million followers Paloma Faith – 200K followers DFID – 40K followers JustGiving – 30K followers
Notable results of the campaign website are that… Nearly 50,000 unique people visited the website. The website was accessed in 167 countries. There were 172 registered events on the site [(out of 215 events)]. There were over 1,500 photos uploaded to the site. There were 51 blogs written directly onto the site. 2,000 people clicked the Like button 3 people tweeted about the website [(separate from the number of people who #Bridge12)] and 19 people +1’d the website through Google Plus
The content we used to engage people, raise awareness and build momentum was published on: The campaign website Joinmeonthebridge.org - built to be interactive and full of new content including blogs, campaign updates and photos – more about that in a bit Twitter Facebook the Women for Women blog Guest blogs – arranged 24 guest blogs YouTube and Vimeo and Pinterest. And it included stories and background information to introduce the campaign, inspiring stories, quotes and photos from previous years, campaign updates on the latest events being organised – celebrities supporting the campaign – and updates on the London and in-country events. An important part were videos and photos from previous years and then photos from the events around the world on the 8 th of March. Since Join me on the Bridge is a supporter-led campaign, the most crucial type of content is user generated content.
The campaign website was built with the aim to allow users to post their own content to promote their own Bridge events, contribute to the campaign message, and and share photos and videos from their events. So the website allowed users to: Create profiles , and create events pages that were shown on a world map and that could be shared. All user activity was shown in an activity feed , supporters could publish blogs , send Messages of Peace, and an important part were photos and video from the events on the day.
What did Ning allow us to do?
Focus on Ning as a platform for content to be shared easily and in an intuitive way. Pros: Approve content, Analytics are quite thorough - data capture, Integrative with social media, Easy to manage content, Met the needs of the organisation for people to upload events in a controlled way. Cons: Becoming a new social network. Whilst it was great that content was centralised, getting people to use a social network outside Facebook and Twitter - meant we had to be really integrative. Tendency to be glitchy, difficult in a short period of time to fix problems because every week is 1/9th of our time. Not hugely customisable. Connecting it to the database was difficult.
User generated content built into plan, part of the plan before it was created. Did outreach to source blogs/photos. Looked at content we have and formed a plan around that, instead of the other way around. Grouped some content together so was more streamlined and not so sporadic. Twitter was useful as more transitory - WfWiUK followers are used to seeing a lot of content. Facebook highlighted the best and most relevant content. Monitoring content on the website - Quality + appropriateness. Did have to turn down some of the photos (Example of Monique Sparla who uploaded 280 pictures of random people on a bridge.)
People adding photos. Also most popular links on Facebook - top 5 clicked links were photos. Blogs written by supporters featured on the site got the most views. People trust other supporter’s views. Examples A secularity between social media and microsite. Social media are heavy referrers to website and website brought about a lot of social media activity. Clearer indication to why it’s important to sign up to the website. Photos and user comments/blogs are most powerful to WfWI users.
Engages people, awareness raising, peer to peer recruitment, efficient, a movement, Giving people space to personalise the campaign, inspirational for Women for Women International programme offices. Amplifies voices
Content plan for the year. Grassroots photos - how will they be used in the future? Comments, quotes, MSGs of peace - how will they be used? Next year’s campaigns, feeds into the next year’s campaigns, rolling, Sent content to women in the field - MSG’s of peace Use it in other communications
Content is Queen: Join me on the bridge
Content is King Queen Women for Women International present Join me on the Bridge @WomenforWomenUK, #Bridge12
Women for Women International• Helping women survivors of war rebuild their lives since 1993.• Operate in 8 post-conflict countries• One-year sponsorship programme and sponsorship connection• Access to resources and knowledge = long lasting sustainable change• UK office is six years old @WomenforWomenUK
Join me on the Bridge• International Women’s Day 2010 – Rwanda and DRC• Bridges are everywhere…join in solidarity• Now in third year – delivered by small dedicated campaigns team @WomenforWomenUK
Campaign aims • Amplify women’s voices • Put theory into practice • Foster and build global solidarity around women’s rights • Capacity building – campaigns training • Peer-to-peer supporter acquisition @WomenforWomenUK
Results• Campaign which has built and grown year on year• Total of 798 events worldwide, in 2012 managed to cover all 7 continents• Raised profile of Women for Women and ‘what we do’• Made connections and links between women’s rights campaigners worldwide @WomenforWomenUK
Digital resultsTwitter (Jan – Mar ‘12)• 17.6% increase in followers• #Bridge12 had 2.1 million impressions on 8th March Facebook (Jan – Mar ‘12)• #Bridge12 tweeted 1,164 times on 7th and 8th March• More than 1,500 people RT’d • 24.1% increase in @WomenforWomenUK’s Facebook fans content • Top referrer of users to JoinmeontheBridge.org • Number of people ‘Talking about this’ up 558.1% • Viral reach up 2,222.4% @WomenforWomenUK
Digital resultsJoinmeonthebridge.org (Jan – Mar ‘12)• 47,896 unique visitors• Accessed in 167 countries• 172 events registered on the site• 1,575 uploaded photos• 51 user blogs• 2,000 Likes• 923 people tweeted the site @WomenforWomenUK
ContentChannels• Joinmeonthebridge.org• Twitter Content• Facebook• Blog • Campaign background & introduction• Guest blogs • Campaign updates• YouTube & Vimeo • Relevant stats, facts, news• Pinterest • Stories and quotes from previous years • Country focuses • Event organiser stories • Videos • Photos • User generated content… @WomenforWomenUK
User generated content• Events• Supporter updates• Blogs• Messages of Peace• Photos• Videos @WomenforWomenUK
Features of NingJoinmeontheBridge.org• Register an event online• RSVP to an event online• Download resources for an event• Upload photos• Upload videos• Write blogs• Write updates• Leave messages of peace• Become friends with one another• Send messages to WfWI @WomenforWomenUK
Pros and cons of NingPros• Approve content• Analytics• Integrative• Easy to manage• Met needs of the org Cons • New social network • Glitchy • Not customisable • Connecting to database @WomenforWomenUK
Handling user generated content• User generated content built into the plan• Plan around the content• Grouped content together• Social media• Monitoring @WomenforWomenUK
What worked?• Photos• Blogs by supporters• Shorter, snappier messages What was difficult? My mum doing a Bridge event in (not so) sunny Cleethorpes @WomenforWomenUK
What does this content achieve?• Engages people• Explains the campaign• Peer to peer recruitment• Efficient - a movement• Users personalise the campaign• Amplifies voices @WomenforWomenUK
How will we use this content?• Sent content to women in the field• Use it in other communications• Rolling into next year’s campaign @WomenforWomenUK
Join me on the Bridge film QuickTimeª and a H.264 decompressor are needed to see this picture. @WomenforWomenUK
Thank you for listening @WomenforWomenUK @Lucy_Jade @ImSarahHaynes @ilonqua